Lead Generation Strategy
Project Date
September 2021
Client
Farmfix investment Ltd.
Industry
Agritech, Finance
Service Provided
Lead generation, advertising, email marketing, copywriting
Background
Farmfix, an agritech company, just launched its rice farm and investment plan. While content was going out on different platforms, they found it hard to get qualified leads. It was bad because there was consistent news about investment scams, and people were skeptical of the industry in general.
Objectives
- Get qualified leads that can be nurtured into customers.
- Break down customers’ objections and build trust.
- Build the company’s email list with possible investors
My Process
I needed to use one stone to kill two birds: get leads and break their objections. To make this happen, I opted for a lead-generation funnel.
This funnel was not just to get leads. I also infused a seven-day newsletter series to break objections, build trust, and encourage them to invest in the farm.
Research:
I checked similar brands and how their funnel was structured, researched regions that were interested in our product, and created my customer avatar. This information helped with my ad targeting and funnel breakdown.
Funnel breakdown:
Step 1: Ad
Step 2: Landing page
Lead magnet (A newsletter series showing them how to spot scams)
Step 3: Welcome email
A/B ad testing
For my ad, I tested two different content types. One was a video highlighting the benefits of the product. The other was a 2-second video.
The latter got the engagement we needed, so I killed the first ad.
This is the ad copy:
The Results
This strategy brought in about 300 people weekly at approximately N97 ($0.2) per lead. It ran for a month. The company had 1500 people when the series began.
By the time we completed the series, several people had indicated interest in our investment plan.
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