SEO

Two Case Studies of Effective Lead Generation Programs

At Response Mine Interactive (RMI), our goal is to develop successful lead generation programs for our clients that help them acquire more customers and that ultimately, generate sales. For nearly a decade, we’ve developed profitable lead generation programs for our clients in the retail, travel, healthcare, home services and business sectors that have delivered billions of dollars in revenue.

Below are a few examples of some lead generation programs we’ve created for our clients to use as a guide when developing your next lead generation programs.

Liberty Medical

Liberty Medical is a leading provider of direct-to- consumer chronic care medical products. The company serves a niche market, selling testing supplies to seniors with Type 2 diabetes. As a newcomer to Internet marketing, Liberty needed to improve its lead generation programs by lowering its customer acquisition costs.

To accomplish this, RMI developed lead generation programs centered on using pay-per-click strategies to drive traffic to special website properties devoted to Type 2 diabetes. One example of these special website properties is Diabeticseniors.com, which included highly relevant content and an RSS feed of diabetic news that helped seniors self-select as people qualified to use Liberty’s products.

As part of the lead generation programs for Liberty, RMI also developed a guide for diabetics and made it the centerpiece of a compelling offer on RMI-owned landing pages. RMI also used a third-party tracking technology to link leads generated to specific offers, keywords, referring domains and landing pages.

Over a three-week test period, the new lead generation programs drove a 27% increase in form completions, a 38% increase in phone leads, and a 34% increase in customers. Ultimately, 26% of RMI-generated leads became Liberty patients. At the end of the lead generation programs, Liberty’s acquisition costs amounted to about 5% of the customer’s long-term value.

Maid Brigade

Maid Brigade is one of the country’s leading maid services and house cleaning companies. Committed to sustainability, Maid Brigade is the nation’s only house cleaning company to offer Green Clean Certified services. To improve the effectiveness of the company’s lead generation programs, it was imperative to generate increased online leads.

To achieve this, RMI concluded that driving website traffic was critical but needed to be qualified. Therefore, visitor engagement was crucial to the success of the new lead generation programs. The more time visitors spent on MaidBrigade.com, the more likely they would convert to leads. Selecting the right mix of keywords and measuring the engagement of organic visitors down to the keyword level, provided the intelligence RMI needed to optimize the lead generation programs and to increase organic lead volume.

RMI also established a goal conversion measurement system that accurately defined the source of all online leads generated from the lead generation programs. This ensured that leads were sourced correctly and that distinctions were made between the engagement of organic visitors versus visitors who entered MaidBrigade.com through other sources.

True to RMI’s hypothesis, visitor engagement proved to play a key role in the success of Maid Brigade’s lead generation programs. As a result of this new strategy, organically sourced visitors spent 2.3% more time on site, visited 12.27% more pages per visit, and were more likely to navigate past the home page (decreased bounce rate of 11.52%). These highly engaged visitors were also 12% more likely to convert to a lead as compared to other online visitors.