Jaime Groul

Lead Generation

Introduction from Emily

This month we are so excited to feature our client Jamie Gruol, an automation and systems expert helping financial professionals make their work easier with automation and better client interactions, so they can enjoy more profits and free up their time.

Her main offer is a program called “Workflows for Tax Pros”, a 4-Step process where her customers will learn how to set up their first automated TaxDome pipeline in just 30 days or less.

When Jamie came to us in January of this year, our main goal was to get her as much exposure as possible so that we could hit her revenue goals for the year. BUT what we didn’t want to do was have her ads and content feel like every other service provider in the tax and accounting space.

Our team wanted Jamie to be considered THE authority for her ideal customers so we were determined to craft something that wasn’t just unique, but channeled her company values while making her stand out in a saturated market.

We always have a holistic approach with our clients that harmonizes personality and purpose with top-tier proven strategies, because we’re not just trying to hit sales goals and positive numbers -- we are presenting you as a leader in your field and setting your business up to catapult to the next level. 

For Jamie, since we designed her strategy from an embodied marketing approach we were able to nail down her brand voice, develop magnetic messaging, and start building connections with her audience almost immediately.

This led to fast results while supporting Jamie in running her business from a state of CEO leadership resulting in not only more sales but sustainable business growth that feels rewarding and exciting -- rather than feeling completely burnt out by the end of tax season.

The Strategy

To start, we harnessed her unique voice and messaging to create visibility ads designed to help grow her audience with aligned potential leads, as well as help warm up her current audience.

Jamie is in a very niche industry, selling a very specific product so we chose to do a webinar because it is the best way to educate people on this specific software and help them understand and connect with how automation will improve their business.

Our first approach was to launch an evergreen webinar funnel to attract leads, and it was working to some extent, but we found that the lead cost was too high and we weren’t getting sales on the back end. We determined that the funnel was too complicated and had too many steps, so we looked for ways we could simplify things.

We then chose to do a live webinar, which we plan to later turn into a more streamlined and proven evergreen funnel. Initially, we launched the ads for this campaign with static images that performed well with a high click-through rate (CTR) of 1%, but the cost per lead was still higher than we wanted it to be because our landing page conversion rate was abnormally low.

So, to lower the CPL and increase conversions to reach our goal, we dug into the ad stats and found the winning ad copy, and then assessed how we could use that on the opt-in page too. Additionally, we created some face-to-camera videos to drive even more traffic to the opt-in page.

With an offer as niche as Jamie’s, we found that video content performed much better than static images because her audience needed to be educated more on how she could help solve a problem they were having and understand the value they were getting within Workflows for Tax Pros.

This combination of optimizing the opt-in page copy and incorporating engaging videos lowered the CPL by over 50% and we ended up bringing in 160 registrations for Jamie’s live webinar. Those registrations, alongside Jamie’s organic audience, our visibility efforts early on to grow her warm audience, and our retargeting ads, helped to generate 26 total sales for nearly $50k in revenue, and an overall 16.6x return on ad spend for Jamie!

The Results

  • The live webinar campaign resulted in 514 landing page views and 160 leads generated, 26 sales of her $2,297 “Workflows for Tax Pros” program from organic and ads combined, and $48,950 in total revenue.
  • Initially, the campaign was seeing lead costs as high as $25, but with our quick optimizations to the landing page copy and inclusion of video creative for the ads, we were seeing lead costs as low as $10 toward the end of the campaign. It’s not uncommon to find that when an offer is a super niche like this one the CPL can run high, but when you have a high-ticket offer that’s super dialed into the needs of your audience, you can afford to pay a little more per lead and still crush sales goals.

The Impact:

Transformative Impact

By the end of this process, Sonya wasn’t just pleased with the results, but she was impressed with our team's dedication to finding her perfect strategy. She appreciated the deep-dive call and our proactive approach to switching up strategy and pivoting quickly.

Now Sonya has dialed in messaging and a clear understanding of who her ideal customer is. She also has robust funnels that are actively converting to cold audiences that will be her catalyst for more sales as we progress.

Overall, Sonya feels empowered and in control over her results. She is now able to have the data she needs to move forward with running ads and driving sales for her impactful and innovative software.

At the end of the day, businesses need Sonya’s software and it could be the tool that completely changes their company and helps them elevate to the next level. It’s in everyone’s best interest that she gets her message out into the world, and we are honored to be a part of her journey.

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"The team at Hirsh Marketing has amazing professionals! They are all very detail-oriented, and their ideas are truly impressive. They're always eager to go the extra mile to achieve our goals. Their strategies exceed all of my expectations!"

SONYA SIDEROVA

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