We partnered with a local brick and mortar butcher store who was spending thousands on Facebook lead generation ads with very little return on investment.
Our first goal was to stop them from bleeding money and refocus from online lead generation to local lead generation.
Results At A Glance
40% revenue increase in 8 months
95% customer satisfaction rate
85%+ opt-in rate at point of purchase
Built an engaged email list with near-zero acquisition costs
Word-of-mouth referrals driving customers from neighboring suburbs
Phase 1 – Assessment
We looked at how Facebook ads perform:
- Client was running lead generation ads offering discount vouchers
- They were spending over $1K per month
- ROI was about -75%
Final decision – turn Facebook ads off (for now).
Phase 2 – Building a Local Lead Generation System
Setting up a local lead generation system was aimed at getting very single person who walks through the door to come back. We decided to swap from initially offering a discount voucher to complete strangers, to offer a voucher to people who have already made a purchase.
We setup:
- A QR code that was placed at the cash register
- We built a database for storing leads
- We built an automation to grab the leads details and send them an email
Her’s how the process went:
When a customer purchases some meat, they were asked if they want to receive some great recipes specifically for that meat. Over 85% would respond with “yes”. They will scan the QR code, which opens a form for them to quickly fill out with name, email and the type of meat they bought. By the time they get home, an email is waiting for them with 3 different recipes and a voucher for when they come next time.
What that did was make them fill good about the store and gave them the option to use a voucher.
Almost everyone started to come back – revenue went up.
Then customers started telling their friends about their experience (let’s face it – almost no local brick and mortar store is doing anything like this).
So their friends will drive from different suburbs to see who it works – revenue went up
Phase 3 – Building The Complete System
We built a newsletter automation that would nurture and continue building trust with customers.
- A weekly news letter researched and written by AI (keep giving value
- Vouchers for different occasions (keep giving them reasons to come back)
We turned the Facebook ads back on but this time we started building warm audiences with great content and CTA to comment for a voucher. Instead of paying for leads the client was paying for engagement which is pennies on the dollar.
- We linked Manychat to the ads so we can automate the whole process
- Everyone who commented was contacted via messenger automatically (thus keeping everything in the Meta ecosystem)
- The messenger automation asked for their email
- Then connected with an automation to send the email to the clients email provider and drop it into a nurture campaign
- A voucher was emailed
This allowed the client to continue building an email list but the cost of acquisition was minimal because of the ad setup and automations