Case Study: Dog Trainer Masters Online Lead Generation
June 14, 2018
This Marketing 360® dog training marketing client has the right content in place to generate quality leads from their website. Here’s the breakdown.
Search and Find
The first step in the lead generation journey is for searchers to find this website when they need a dog trainer. Thanks to the work of the NLA® team, they rank well on high performing keywords, including:
They also rank for a variety of lower volume dog/puppy training terms for their area.
Top Placement Ads® captures the rest of their traffic. They use broad match modified for +dog +training so they rank at the top for any searches using those terms. One ad does most of the conversion work with a healthy 12.44% conversion rate:
Operation Get Reviews
Some dog lovers treat their dogs like they were their kids. The rest treat their dogs better than their kids.
These devoted owners want to know they’re putting their dog into good hands. Today, that means they’re looking for customer reviews.
This business didn’t have review profiles that reflected the excellence of their work. So they started operation get reviews with our reputation management team. The tactic uses email marketing to request reviews from past clients. The goal is to get them to click through to the review site and leave a review. Here are the results:
In two campaigns, they had 46.55% open rate with 29.63% link click rate and 60% open rate with 51.39% click-through rate.
For email marketing, those numbers are off the charts.
They went from zero reviews on Top Rated Local to 25, with a perfect 5-star rating. Consider how convincing this review is for prospective clients:
They also seal the deal with some excellent video content that is both a testimonial and value statement:
Oliver gives the best testimonial of them all.
Value Proposition
Last, this business does a really good job of outlining the benefits of dog training. They have this infographic on their homepage:
Also they do a really good job of expressing the value of their services in their service description:
Sure, a reliable dog makes your life easier, but more importantly your dog’s life just got a lot better. Why? Because when you are washing your car in the driveway he can now be with you instead of locked away. He can now go to the soccer games instead of staying at home in the back yard. He can now be inside when guests are visiting without jumping all over them. Again, we cannot emphasize enough that obedience awards freedom in the dog world. Your best friend will be forever grateful for this gift, and the bond you will build in the process is priceless.
This is effective copy that helps someone with a wild dog see that a different life with their pet is possible. If I had a dog I couldn’t control, this would seal the deal for me.
This excellent copy is a far cry from the “We got started in 1999 because we’re passionate about dogs” fluff most websites use to describe what they do. The content on this site helps people visualize having an obedient, healthy dog. It’s a seller.
And it shows. Their overall conversion rates are great:
Put the right content and tactics into place, and a website will convert high quality leads consistently.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.