Summary
Quaintise developed a funnel-based social media advertising campaign to increase brand awareness and nurture interested Facebook visitors into becoming leads. As a HubSpot partner, Quaintise helped qualify those leads and track their progress from marketing qualified lead (MQL) to sales qualified lead (SQL) to customer, analyzing their existing lead-to-sales process and optimizing it for a better conversion rate. As a result, Ketamine Clinics Los Angeles was able to increase its monthly lead volume and gain new customers.
About Ketamine Clinics Los Angeles
Ketamine Clinics Los Angeles is the country’s leading provider of intravenous ketamine infusion therapy. KCLA specializes in the administration of IV ketamine to dramatically improve the quality of life for patients battling depression, suicidality, PTSD, other mood disorders, and chronic pain. By achieving an 83% success rate for depression and mood disorder patients and a 70% success rate for pain patients, KCLA is blazing the trail for a faster, safer, and more effective solution to mental health disorders and chronic pain conditions. As the only clinic of its class to specialize exclusively in this modern therapy, KCLA offers each patient a custom-tailored treatment plan designed for optimal, long-lasting results in a private, tranquil environment.
Challenges
- Facebook advertising
guidelines - Converstion optimization of
ad funnel strategy - Evaluation of client’s
long-standing, existing
lead-to-sales process
Advertising the use of ketamine as a solution for treating depression is very tricky on Facebook. In many cases, the Ketamine Clinics Los Angeles business name alone triggered the automated disapproval process, which required immediate action to get the ads back up and running.
When the campaign initially launched, the Top-of-Funnel video ads aimed at brand awareness were receiving high interest and a large amount of interactions. The retargeted Middle-of-Funnel ads that pointed to a conversion-optimized landing page were also performing well. However, we were not receiving leads as a result of these interactions. Our next step was to identify the disconnect between people interested on the Facebook platform and our conversion-optimized landing page.
Thanks to HubSpot, we were able to track the progression of each person’s lead status. Once the campaign was well established, we were able to determine that a large amount of leads did not successfully convert into customers. This presented us with three challenges: to figure out if this was normal based off limited and potentially inaccurate assumptions of existing conversion rates; to review the lead-to-sales process to see where we were losing leads; and to brainstorm new ways to improve the client’s conversion rates.
Solution
- Keeping ads in line with Facebook’s policy requires an experienced digital advertising partner who has a good working relationship with Facebook, especially when ads require a manual review of content. Quaintise was able to monitor any service disruptions and act immediately to request further Facebook support to get the ads up and running. We also implemented a better offensive strategy which anticipated review issues any time changes were made to ads.
- Once the campaign launched, we began to analyze our conversion-optimized landing page. Interactions made on the Facebook platform indicated that while Facebook users were interested in our services, they were not converting. To improve conversions, we redesigned the landing page, developed more content, and added another layer to our digital campaign featuring Bottom-of-Funnel lead ads that retargeted landing page visitors and further nurtured them into collecting their information for lead generation.
- After the campaign had been running for some time, we had sufficient data to start analyzing the quality of leads. The ad campaign performance review indicated our funnels were doing their job of successfully qualifying leads. Based on the total leads acquired and our experience with advertising on social media platforms, we recommended expanding to an omni-channel campaign approach to support and nurture more Bottom-of-Funnel leads, thus improving campaign conversion rate.
- HubSpot enabled us to pinpoint bottlenecks within their lead-to-sales process. Reviewing the campaign gave our team the opportunity to pitch new ideas to help sales acquire more patients. For example, we found the majority of leads were coming in after business hours. Therefore, we proposed implementing meeting bookings and tweaking the outreach strategy so that leads could engage on their time while the patient care team could be more efficient with their time.
Results
Our social media ad campaign generated hundreds of leads in Q4 2019, increasing the monthly average of leads acquired by 15%. The customers acquired increased business revenue by thousands of dollars.
We continue to optimize the current campaign, tweaking our strategy to adjust to new information gained from continuous A/B testing of content and targeting. Adjusting our campaign strategy has led to an almost 400% increase in leads acquired.
Utilizing HubSpot to track the progression of a person’s lead status gave us a new and unique opportunity to analyze their existing lead-to-sales process. Never before has Ketamine Clinics Los Angeles had this much detail and information when it came to how a contact progresses from lead to customer. By analyzing KCLA’s initial outreach sequence, we were able to save the patient care staff at KCLA hours of unnecessary work reaching out to leads who statistically were not converting on the fourth outreach attempt.
We are continuing to improve the social media ad campaign conversion rate with the implementation and optimization of more HubSpot workflows, which are designed to help nurture interested contacts throughout their entire lifecycle. In addition, we are integrating third-party sales tools to further assist KCLA’s patient care team in closing patients.
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