Infinity Power is a leading provider of renewable energy solutions for residential and commercial buildings. They have 11 offices locations across Australia.
Lower the cost of sales enquiries.
How we lowered their cost-per-lead
With a diverse media spend across multiple regions, often managed at a local level, the first step was to control the cost-per-lead investment in specific channels and weight expenditure by regional impact.
Our research told us that buyers are in market for a relatively short but concentrated period of time. They spend time researching an initially complex purchase, using various tools and calculators to build their own system requirements.
Advertising has greatest effect when a person is in the market to buy. So we maximized the near and in-market media opportunities by establishing brand preference with a small group of people, then segmented audiences by product choices. Once we had enough data, we could then use those segmentations to build look-a-like audiences, allowing us to find more prospects that looked like they might convert, adjusting our bidding for those likely conversions accordingly.
An integrated search strategy ensured we could be found at the crucial moment of truth, helping increase organic, paid, local and social search leads. Much of the campaign was served dynamically, so we could remain highly relevant to the prospects location and the specific products they were looking for.
Infinity's analytics system was set-up to ensure the correct actions and behaviors were measured and reported back to the business team in real-time.
A 382% reduction in the previous cost-per-lead.
We are working