Achieved a 4x Increase in Qualified Leads Through a Hybrid Digital Marketing Strategy
Client Overview
Vista Salon Suites is a luxury salon suite and booth environment dedicated to salon professionals in the beauty industry. Their suites are utilized by an array of independent beauty professionals in the San Antonio area, including but not limited to cosmetologists, barbers, aestheticians, massage therapists, and nail technicians.
They open the path for beauty professionals to own and operate their own mini salon without the hassle and expense of management and maintenance.
The Challenge
Vista Salons Suites sought to increase their number of leads and improve the quality of leads. Furthermore, their ultimate goal is to reach full capacity at all six of their locations, with most averaging 60% capacity prior to our recommendations. The primary objective was to evaluate the previous strategy along with making the necessary adjustments in order to gain quality leads for tours and to convert into tenants.
Our Digital Approach
With our digital expertise, along with in-depth market research, we were able to have an open collaboration with Vista Salon Suites. Once our proposed strategy was approved, Recon Digital Media recommended a hybrid approach of building greater brand awareness along with retargeting the audience for quality leads within the San Antonio DMA. Our strategy included the following tactics:
Research: We first conducted a full digital audit on Vista Salon’s social media pages, as well as their website. Through our research we concluded that the website interface required some adjustments in order for all of our recommended paid-digital tactics to be successful.
Content Creation: The client did approach with static images for content which were utilized for organic efforts. We used the static images and created new banner and video ads designed to uplift the brand and draw attention. We also went on site and took photos and recorded more videos to add and design more creative content for both paid and organic efforts.
Meta: We started with a combination of awareness, retargeting with an email list, and a lead campaign. Within two months the campaigns progressed, learned and honed in on the correct audience as quality leads began to filter in. We updated creative and switched solely to lead campaigns and have and continue to see an increase in qualified leads.
Programmatic Display: We produced newly created banner ads to get across various inventories across multiple DSP’s and within our programmatic display, each utilized a unique targeting capability:
- Site-Conquesting: The client provided a list of their local competitors and by doing so, our programmatic display ads can be seen on their competitors’ websites or at their physical locations.
- Demographic Targeting: We served ads to people who fell within the target demographics and displayed the ads as soon as a person reached a website with banner ad inventory.
- Custom Audience Retargeting & Look-a-like audience: The client proved their CRM data, we delivered our digital message by retargeting their online leads.
- Geo-Fence: Hand in hand with site conquesting, we placed our digital ads at all of their competitors’ locations targeting people who visited in real-time.
Pay-per-click: We continued the client’s efforts with their pay-per-click advertising and made adjustments and added to their original keyword list to help expand, resonate, and reach more qualified search engine users.
Results
The implementation of the hybrid digital marketing strategy yielded impressive results, showcasing the quickness and effectiveness of the campaign:
(Results shown depict first six months)
2,155,069
Impressions
15,023
Clicks
491
Website Leads
4 out of 6
Locations at or near full capacity
