Grow Faster Than Your Competition Using Niche Website Marketing to Target Small Audiences of Insanely Qualified Leads.
A sales team of real estate investors in the Halton Region host a monthly networking event and were looking to expand their reach into new geographical locations.
The ultimate goal was to generate more leads and grow the month-over-month attendance of the networking event.
A 4-point digital marketing strategy was conceived. The entire project contained the design, writing and development of a conversion-focused website, a paid traffic campaign, lead magnet offers and automated email follow-up sequences. This strategy worked so well that in half a year the client had to move the networking event to a larger venue.
SCOPE OF PROJECT
Logo + Graphic Design
Conversion Focused Marketing Website
A website focusing on generating real estate investor leads included SEO content articles targeting keywords with above-average click volume and low competition. The articles were repurposed into a downloadable PDF, which was used as a lead magnet.
Web forms for this lead magnet were placed at the end of every article. This ensured that each page of the site had an offer that the visitor could receive in exchange for their contact information.
The lead magnet was 16-pages of high quality original content that specifically addressed the investment concerns of the target audience. To put it plainly, the document’s information provided a solution to the potential lead’s problem that they were looking to solve.
It was designed with an approachable layout that’s easy to read and scroll through. This lead magnet was an interactive PDF, which means call-to-action hypertext links and buttons were included that sent readers to a landing page to get on the invite list for the networking event.
With the use of Infusionsoft, various email sequences were created to track who registered for the event, who attended and who was a no-show. Based on the data collection and tracking, leads could be segmented into groups based on their quality and likelihood to purchase an investment property.
Adwords Paid Traffic Funnel
A 3-step paid traffic lead funnel was created to target people using specific keywords that included the geographic locations the client was selling investment properties. Paid traffic was sent to a landing page that offered a lead magnet that addressed the specific investment concerns that potential leads were looking to solve.
To qualify leads further, a follow-up offer was made on the Thank You page, which allowed users to register for an in-person real estate investment training class.