In September and October 2019, I helped design and execute a marketing funnel for realtors meant to drive sign-ups for VoiceXP.
I was responsible for running the ads in the Facebook Ads Manager and writing the copy for each ad.
Below is an early artifact from the process outlining the most basic steps of the marketing funnel.
VoiceXP hired a consultant to assist us in developing this marketing funnel.
He met with many realtors to learn about their business needs and priorities.
Together we developed an engagement strategy wherein we’d run an ad to garner video views, retarget people who watched the ad with another ad, and then send people who watched most of the second ad to an opt-in page in order to collect their email addresses.
We chose to show an ad with no call to action at first in order to “warm up” cold leads. We thought that no realtor would sign up with us the first time they become aware of our services.
First step?
Ideate on relevant copy in order to encourage people to stop scrolling and watch our ads.
I decided to target realtors in specific cities and reference something in the copy that would be relevant to them as a realtor, and as a resident of that city.
For example …
An ad run against men in Atlanta, referencing a recent Atlanta Falcons game, leads and commission checks.
An ad run against men in New York City, referencing a recent New York Giants game, leads and commission checks.
What next?
I developed a strategy for retargeting people who watched the first ad based on how much of the ad they had watched.
Anyone who watched less than half of the first ad would be retargeted with another video (made using an application called EasyVSL) because their level of engagement indicated to me that they needed more content in order to warm up to VoiceXP.
Anyone who watched more than half of the video would be retargeted with an image and a call to action because their level of engagement indicated to me that they were already warm.
Then what?
Once people started landing on our opt-in page we found that less than 10% of them were actually providing their email addresses.
When I dug deeper I realized that the opt-in page was too busy.
There was a large video at the top, too much text, and mobile users had to scroll too far down in order to reach the form to enter their contact info.
So, I dramatically reduced the amount of text on the page and moved the form up to the top.
After these changes were made, about 20% of the people who landed on our opt-in page decided to give their email address.
Results?
More to come. The email drip campaign is currently being executed.