Accounting Lead Generation – High Converting Sales Funnel

Successful Marketing Automation and 100.95% Year on Year Growth

Background

Pure Bookkeeping is a proven system for helping Bookkeepers grow their bookkeeping company. This comprehensive manual was authored and developed by business coach and entrepreneur Peter Cook and bookkeeper Debbie Roberts, and has now helped 317 (and growing!) Australian bookkeepers transform and grow their businesses.

Prior to engaging Marketing Results, Pure Bookkeeping were successfully running small seminars that were converting well, but they didn’t have an online presence and needed more channels to get people to the seminars.

Peter Cook had previously spoken to Managing Director, Will Swayne, and was impressed with the company’s results and leading marketing strategies. He had since been waiting for the chance to work with Marketing Results, and Pure Bookkeeping was the perfect fit.

Objectives

1. Establish and optimise a multi-step, high-converting sales process
2. Generate a steady stream of qualified leads attending seminars and webinars
3. Incorporate marketing automation via video and email autoresponders
4. Expand reach and increase exposure to more Australian bookkeepers

How the objectives were achieved

To achieve the above objectives, we implemented an integrated marketing strategy that consisted of traffic generation (AdWords, SEO, PPC), conversion optimisation, sales funnel optimisation and lead nurturing. In more detail, we:

1. Developed a streamlined sales funnel process that educates and qualifies the prospect via opt-in video marketing on the Pure Bookkeeping website (built from scratch), automated email marketing and lead nurturing
2. Conducted website conversion optimisation tests to increase the effectiveness of increasingly expensive website traffic
3. Proactively optimised Google AdWords to consistently drive high quality traffic and reduce cost per video opt-in
4. Expanded reach of the campaign through hypertargeted LinkedIn PPC advertising and Facebook PPC advertising
5. Created targeted landing pages for high performing ad-groups in Google AdWords
6. Optimised organic SEO campaigns through improved internal linking structure, content marketing, and social media engagement

Key Results

• A cost-effective lead generating website that has gone from 0 to 221+ qualified leads per month
• Website traffic has doubled with 100.95% year on year growth
• Successfully integrated marketing automation, which allows new prospects to be highly qualified and educated prior to the seminar, which saves time and results in a higher sale conversion rate
• Successful expansion via LinkedIn and Facebook PPC resulting in 139.6% increase in video opt-ins via PPC channels, at a reduced cost per opt in

This case study has been approved
by Pure Bookkeeping
Marketing Results Account Manager: Sophie Paulin