Success Stories From Our Very Own Clients
Data-backed proof that our custom marketing campaigns and digital product launch methodology – featuring a step-by-step system, sales-oriented strategies and agile approach – work!
How Product Launch Secured an 88.1% ROI Developing an Online Course
IMPACT STORY
How Product Validation Secured an 88.1% ROI for Our Client
One of our clients is a media training company. They train television hosts and media personalities to take their careers to the next level and are highly respected in the industry. The company believes that everyone has a unique talent that can be developed – with the right recipe of skill, guidance and hard work.
They were, however, struggling to grow. The CEO didn’t have more time to devote to one-on-one coaching or teaching classes, but she knew she could do more for her audience and grow her business at the same time. She needed to scale, but not burn out in the process. As a result, the company’s growth stagnated. They needed a way to build recurring revenue and duplicate their efforts without putting in more time or hiring a full-time employee.
Developing a digital course would help the media company grow the business in a way that didn’t require the CEO’s – who was the face of the company – constant involvement. Because she had already created impactful material she used in her classes, workshops, and 1:1 coaching sessions, she was able to package this information into an online course – instead of requiring individuals to fly into NYC to take her classes – with minimal time required.
While the idea was exciting, the CEO wanted to be sure she was building something her audience truly wanted. Investing hours of work and thousands of dollars into it only to see it fall flat was not an option. She wanted to guarantee ROI (return on investment).
So we offered our client a solution: Product Validation. Because we knew she needed a digital course, we came up with a plan to test the market interest. Instead of diving straight into building the course, we tested it first.
The response was overwhelming and exceeded our gauge for “success”! During the three-week testing phase (using only an outline of what the course would cover), we pre-sold 19 courses before we developed a single video or module for the course. (Our goal was to pre-sell 13 courses.)
The product validation project was successful, and it gave us the confirmation we needed to move forward with creating the full course – knowing that we had a product that would sell. The audience was excited, we were committed, and the ROI was already there.
The product validation helped the media company find a way to grow without trading more time for dollars and by utilizing existing course content. Their goal of generating more revenue is now a reality, with $50,000 of potential income* coming from their digital product’s first open enrollment.
Once the course is built and launched, and with only the 19 individuals that pre-purchased the course, the client will see an ROI of 88.10% on their investment into testing the course and then building it out. (An ROI of 88.10% means that for every $100 invested you receive $188.1 back.)
*The course pre-sale price during the product validation phase was $297, and this special price was offered to 200 people only. 19 people purchased the course at this price. After the course is actually built, an in-depth marketing strategy will be applied to promote and sell this course. The official course price will be $499 and we expect at least 100 purchases, based on the product-validation results.
How a Business-Training Organization Got a 150% & 260% ROI From a Custom Inbound Marketing Plan
IMPACT STORY
260.55% Return on Marketing Investment for Business-Training Organization (Case Study)
Our client is a business-training organization that teaches powerful behaviors of adaptability, flexibility and out-of-the-box thinking. They believe the ability to put these qualities into practice drastically improves communication, collaboration and managing change well.
Their goal is to transform the way their clients interact with the world by providing engaging in-person experiences, as well as via video, elearning and micro-learning.
While the company had a great reputation and gained new speaking engagements via referrals and word of mouth, their digital marketing efforts were floundering.
They reached out to us for help. They were dabbling in inbound tactics – trying to get website traffic and leads – with no solid traction or significant ROI. While they had a sizable team, they didn’t have a designated person with sufficient expertise.
After working with us and implementing the right set of strategies, this client experienced an ROI of 152.22% and 260.55% in their first and second year, respectively.
Here’s a closer look at the company’s transformation — and a glimpse into the possibilities and returns of properly planned and managed agile campaigns.
The following table shows data for 2017 and the first six months of 2018.
| 2017 | 2018 |
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| Free Offers | Open Rate/CTR |
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Website Visits
After working with Flight Media for 12 months and following our customized inbound marketing strategies, our client’s – a business training organization – website received 10,902 unique visits.
In 2018, they were positioned to achieve almost 30% growth when compared to the previous year, given that the first 6 months of the year already had 7,143 unique visits.
Conversion Rates
To increase conversion rates, we launched several lead magnets, installed different calls-to-actions and pop-ups throughout the website and continuously optimized those elements to keep increasing conversion rates.
Conversion rate measures how many visitors have turned into leads (people who fill out a form on the website).
Although the industry standard when it comes to website conversion rates is 2%, the results for both years were higher: 2.24% in 2017 and 2.85% in the first 6 months of 2018.
Leads (New Contacts)
When a website visitor converts, it means that they have filled out one of the forms on the website in exchange for a free resource OR they have filled out the “Let’s talk/Contact us” form.
In 2017, the website generated 256 new leads (email contacts) in total through the website and 1,310 via JoinbyText (a tool we used to drive conversions via SMS marketing).
Let’s break that down:
- 212 of them became a lead (email contact) because they decided to download one of the organization’s free resources.
- 44 visitors filled out the “Let’s talk” form and expressed interest in one of their services. These people are called “sales qualified leads.” This doesn’t include people who wanted to solicit, guest blog, etc.
- 1,310 became a subscriber from JoinbyText at events – and some of them turned into large sales contracts.
In 2018, we experienced significant growth on the website side. In the first 6 months of the year, the website generated 204 new leads (email contacts), and we were on a path to potentially achieve a 56% growth in 2018. Unfortunately, the client stopped using the “JoinbyText” strategy. We recommended re-implementing this strategy to maintain this stream of leads.
Here’s the breakdown:
- 179 visitors become leads (email contact) because they decided to download one of the organization’s free resources.
- 25 visitors filled out the “Let’s talk” form.
Customers and ROI
Customers
In 2017, out of the 44 sales qualified leads we mentioned above, 10 turned into customers, totaling $103,500.00 in sales.
7 out of these 10 customers were directly tracked results of Inbound efforts, totalling $90,800.00 in sales.
Digging a bit deeper, it’s interesting to note that $47,800.00 came from contacts that first joined the email list through the integrations we set up (JoinByText/Pop-Ups) and $43,000.00 came as a result of organic (blogging) traffic.
Sales Qualified Leads Conversions
In the first half of 2018, out of the 25 sales qualified leads (SQLs) that filled out the “Let’s talk” form on the website:
- 7 turned into customers as a result of, equalling $64,900.00 in sales.
- 4 of them are a result of organic blogging efforts, totaling $11,150.00.
- 1 contact came through JoinByText, totaling $8,500.
- 2 reached out via our Hotjar integration form that resulted in $43,250 in sales.
At our company, we believe in ROI. In fact, we believe in it so much that we define it like this:
Our passion is to help our team and clients experience a positive ROI.
By working with us, this client was able to secure an incredible return on their marketing investment:
- In 2017, the ROI of the entire project was 152.22%
- In 2018, the ROI for their investment was 260.55%
Final Thoughts
The much-needed marketing expertise we provided transformed our client’s marketing efforts.
The bottom line is, numbers don’t lie. The significant increase in ROI can clearly be attributed to the inbound marketing efforts we led on the client’s behalf.
Custom Marketing Strategy Yields 34% ROI For Service-Based Company (Case Study)
IMPACT STORY
Custom Marketing Strategy Yields 34% ROI For Service-Based Company
(Case Study)
Before we started working with this residential and commercial floor cleaning company, they were struggling with their marketing. Here’s what they had to say about their experience managing their own marketing:
“We knew that inbound marketing was in our future, but our website, some of our systems and even some of our content, seemed like it was stuck in the past decade – it was old, it was outdated.
But there’s so much going on in the marketing world today, and for us as a small company, we sometimes felt overwhelmed. We’d work and work but almost felt like the gerbil on the wheel. We’d be running hard, but we really didn’t make any improvements. We weren’t getting anywhere. “
They turned to Flight Media and we partnered to create a custom marketing plan that would yield a positive ROI.
And, boy, did it ever.
FS:
What is custom marketing?
Custom marketing is an approach that’s uniquely suited to a company’s business goals, industry, customers, needs and budget. There are no cookie-cutter tactics used in this method.
Custom Marketing 101
We worked conjointly with the client to uncover their primary buyer persona, outlined this customer’s problems, and then positioned their business to be the solution-provider for this audience.
Here’s what the client had to say about this phase of the project:
“So when we connected up with Flight Media, all of that changed really fast for us. With your large team of experienced professionals, we were able to work in several different areas at the same time and get a lot of objectives done quickly.
We were able to work on projects like website development, email marketing, blog development, sales process – all at the same time and move forward really, really quick.
In contrast, our past service providers moved really slow. Sometimes, unfortunately, the staff just didn’t have the experience to make our marketing efforts cohesive. So, we wasted a lot of energy and time, and we lost a lot of sales.”
Let’s dive into the specific strategies we generated to build their custom marketing strategy and look at the results based on hard data.
The Marketing Strategy
The business had been blogging, but struggled to know exactly how to use their CRM, HubSpot, and as a result, had lots of great content but with copious SEO errors (like duplicate blogs, duplicate titles, 404 errors, etc.)
We came up with a strategy for their marketing that included:
- Creating 4 blogs per month.
- Managing their Google ads.
- Managing Facebook ads.
- Multiple email marketing campaigns per quarter.
- Data analysis and reporting.
- Complete website redesign.
The Marketing ROI
Let’s review the results from the first 8 months of working with us. The client was super-thrilled:
“It’s just been a whole different thing working with the whole group at Flight Media. They were all really comfortable talking about return on investment and making sure we got results, not just clicks. That was completely different than other people that we had spoken with.
Now, with the systems Flight Media has implemented, it’s easy for us to see where clients are coming from, how many customers we have, what our dollar volumes from those customers are, and then, those follow-up systems we have in place are allowing us to close many more deals. [The results] have been proven to us because we can see it.
After about a year of stagnant sales we had here at our company, we’ve seen revenue growth really start to take off, and in fact, recently we had a record month.”
The overall numbers revealed a 34.14% return on investment, based on the cost of their contract with us and their total sales. And this includes the time we spent onboarding the client and setting everything up for success. Fun fact: in the last 4 months of working together, their ROI was actually 91.65%!
Here’s a closer look at how these numbers break down.
The Website
This chart shows the all-time data over the past 8 months of website traffic, new contacts, and conversions, or the number of new customers they gained.
We installed phone-tracking software on their website to track the number of customers that the website yielded. They received 2,487 calls and 1,751 first-time callers within the last 12 months.
Collectively, their website converted 2,258 visitors into requests for proposals (RFPs) – or sales-qualified leads requesting a quote for the service.
That’s a 3.14% conversion rate.
The Content
We employed a content strategy of creating topic clusters and pillar pages, addressing buyer questions and solving buyer problems. Like this blog:
Here’s what their overall website traffic looks like, with the green section representing organic traffic.
Below, you can see that organic search yielded 276 new contacts and 126 new customers, far outperforming other traffic sources like social media, email, paid and direct.
You can also see in the graph below that “time per pageview” is very high, which means that users are staying on their blog pages for a very long time and that the content is providing value.
Email Marketing
We’ve built a robust email marketing system that continues to generate revenue from the existing contacts on our client’s email list. And the emails are designed to nurture new contacts until they are ready to purchase.
Here’s an overview of the strategy:
- We send two newsletters per month, which highlight recent blogs, discounts and specials, and they always get great engagement and bring in sales. The average open rate is 30% and the click-through rate (CTR) hovers around 5-6%.
- We have generated educational nurturing campaigns, where we share cleaning tips with their segmented lists (targeting residential and commercial prospects and customers). The response from their audience was phenomenal! Not only do they love the tips, but our client has had over 50 sales coming in as a result of this campaign.
- We send event-based email campaigns throughout the year to ensure that we’re targeting the audience’s problems and challenges, reaching out with the right message at the right time – offering the best deals to their list to convert them into customers.
For the call-to-action (CTA) in their emails, we almost always use “Request Service” or “Give us a call.”
So far, their emails generated close to 400 calls in the 12 months, and each email has at least 2% CTR.
Paid Ads
We honed in on Google Ads for this client, as they performed well. Overall, their investment in having us manage their ads produced a 12.31% ROI.
While the ads are bringing in new business, these customers are being funneled into email nurturing sequences that will yield more revenue down the line, as they purchase again through upselling and cross-selling campaigns.
Final Thoughts
If you’re thinking about partnering with a marketing agency to generate results like this, consider Flight Media. We’re committed to creating custom marketing strategies for every client, based on their business goals, industry and budget.
Schedule your consultation today and find out how you can advance your marketing in 2020.
Need more proof of our commitment to ROI and custom marketing strategies? Read this case study.
“As an entrepreneur, I’m trying to wear every hat. But marketing is a hat that I don’t know enough about and I’m willing to put it in someone’s hands who does. I knew I did not know what I was doing.
I love Flight Media because I’m getting all these different aspects of how marketing works. From the writer and understanding how to put those words together to the tech side, website, and also the social media side. There are a lot of different aspects, so I think when you’re looking for a marketing team, you need to make sure that all of those pieces are incorporated.”
Kelly Springer, Registered Dietitian, Speaker and Brand Ambassador
We were struggling with our marketing and we knew that inbound marketing was in our future, but our website, some of our systems and even some of our content seemed like it was stuck in the past decade.
But there’s so much going on in the marketing world today – and for us as a small company – we sometimes felt overwhelmed. We’d work and work but feel almost like a gerbil on the wheel. We’d be running hard but we really didn’t make any improvements. We weren’t getting anywhere.
When we connected up with Flight Media, all of that changed really fast for us. You know, with a large team of experienced professionals, we were able to work in several different areas at the same time and get a lot of objectives done quickly.
Now it’s really easy for us to see where clients are coming from, how many customers we have, what our dollar volumes from those customers are, and then, those follow-up systems we have in place are allowing us to close many more deals.
After about a year of stagnant sales we had here at our company, we’ve seen revenue growth really start to take off and, in fact, recently we had a record month.
Matt O’Haleck, Hammond Knoll
“The services that Flight Media provides allows me to have many micro touchpoints.
Whether it’s my blog, my posts on LinkedIn, my social media, the ability to get calls & appointments scheduled with me, or to sell the products on my website, Flight Media helped me, in essence, to take flight.”
Kaplan Mobray