MPOW approached us at the end of 2019 with an ambitious goal of gathering 300,000 US-based leads in just 3 months, which they would eventually funnel into their website community forum. These leads could be existing MPOW customers and fans as well as newcomers with a big interest in MPOW's products.
We started the project from scratch, meaning that we had 90 days to go from zero to 300,000 leads. To complicate things, the website forum hadn't yet been built and didn't have a set launch date, so we couldn't immediately ask our leads to join. Instead, we needed a plan to nurture the leads and keep them engaged until MPOW was ready to take the community forum live.
Through the implementation of best practices and rigorous testing, we drove the initial cost per lead down to just $0.25 - far lower than industry benchmarks. During the lead generation phase, we targeted different audience segments based on their interests and nurtured them with relevant blog content over the course of several weeks. By the time the community launched, there were already a significant number of users that had registered accounts to comment on the blog posts we'd previously sent.
Now, the community is active with daily posts, activities and discussions, and has been an important vehicle for MPOW to activate both new and existing fans.
In the initial phases, we approached lead generation from multiple angles with Facebook Messenger, Facebook lead ads, and landing page signups.
Leads can be generated using Facebook Messenger by having customers interact withcustom question and answer flows On Facebook Ads Manager, we set up a Leadgeneration campaign which creates ads that enable interested customers toconveniently interact with the brand via Messenger.
Facebook Lead Ads are a commonly used lead generation tool useful tomany types and sizes of businesses. Implementing lead ads enabled us to discover customers with likes and interests related to our brand.
Facebook ad campaigns can also be set up to drive customers to your brand’s landing page. In MPOW’s case, we found this method had the highest cost per lead.
From our initial tests, we determined that we would prioritize both Facebook Messenger and Facebook lead ads, as they had a lower cost per lead and much higher open and click through rates than landing page signups.
After setting our goal of achieving at least 300,000 leads within three months, we began to target ads based on MPOW’s product offerings. We established three target audiences – Gaming, Fitness, and Lifestyle. This would later also help tailor content for each audience segment during the lead nurturing phase.
Through the power of segmentation, we were able to send leads through custom flows in order to gauge user interest and collect information about MPOW customer preferences. This helped us determine the types of content that would be relevant for each audience.
During the Lead generation phase, our data showedthat many people were interested in gaming topics and MPOW’s gaming headsets.Our Gaming audience ads resulted in a higher open rate and lower cost per lead,while the Fitness audience ads had a higher cost per lead. We swiftly adaptedto this find and shifted the budget in favor of the Gaming audience
Over time we noticed that MPOW’s Facebook lead ads became lower cost than Facebook Messenger ads. To combat the rising cost per lead on Facebook Messenger, we implemented a referral system using ManyChat, which resulted in over 10,000 leads at no additional cost. In addition to the cost per lead increasing for Messenger leads over time, Facebook had announced new policy changes for 2020. Due to the lower cost per lead and the coming Facebook Messenger policy changes in December 2019, we pivoted to prioritizing Facebook leads ads.
Based on information gained through user interaction with our custom flows, we were able to confidently focus our content in a more refined direction. We produced blog content based on the interests of MPOW fans and continually monitored community engagement via blog comments and Facebook Messenger responses.
With knowledge of the diverse interests of MPOW fans, we determined a variety of topics to coverwhich would continually enhance MPOW’s brand during the Lead Nurturing phase. We decided to tailor personalized content to each of our three audiences while maintaining high engagement with all MPOW customers.
In order to maintain interest in the brand, we created content whichwould appeal to each of our 3 diverse audiences. Fitness lovers were especially enthralled by content featuring MPOW’s Flame series earphones.
As 2019 came toward a close, we began tailoring content more specifically for our young American MPOW audience – featuring active lifestyle audio and holiday giveaway articles. At this juncture, MPOW fans were encouraged to join the newly established Facebook group and MPOW web community.