How to increase the number of calls and bookings by 209% and reduce the cost of a message by 19% in just 3 months
Client: a beauty salon located in Bucha, with a large number of various procedures.
Problems:
- high competition;
- high price per impression and targeted actions in advertising;
- binding to the location, the need to visit the salon for a procedure, which further narrows the audience by place of presence;
- not enough population to reach, because it is a small city.
Work period: 3 months.
1. At the initial stage, test layouts were developed with prices for services offered by the salon: permanent makeup and laser hair removal. We created appropriate audiences: broad and narrow (by interests) to separate a more affluent audience and conducted a test run. We separated the Facebook and Instagram platforms to understand which audience would be targeted.
3. We noticed that the salon's page lacked permanent makeup work that potential clients could view after clicking on the ad, which would significantly increase the level of trust. Since the client did not have photos and videos of the results of the permanent makeup service, we suggested first running an ad to search for models at the optimal price for the salon to create professional content for Instagram. We determined the optimal radius around the beauty salon. After that, people began to come to the salon and actively sign up for a master.
4. To promote the laser hair removal service, we developed a script for a video, which the client successfully implemented. Our designers designed it correctly, and we launched it. We also partially changed the concept of a static banner. Instead of the cost of one zone, we put all possible ones so that the client could choose the optimal set. We also recommended reviewing the promotional offer for this procedure to increase its attractiveness to potential clients.
The first results were positive, so we continued to work on optimizing advertising campaigns, namely:
- left only Instagram Direct and turned off Facebook Messenger because the largest share of untargeted calls was from Facebook;
- removed all banner placements and left only those that were the most clickable.
5. We also suggested that the client launch advertising for other salon services: laser rejuvenation and whiskey wraps. We developed banners and launched them in advertising for the same audience.
The first month of cooperation:
- 83 requests at a price of $6.50 (spent $539.5);
- there were no service bookings.
In the following months, we continued our cooperation and started working on scaling the results, gradually increasing the budget: we received 257 calls at a price of $4.96 (spent ($1276.17).
In three months of cooperation, we managed to significantly increase the number of calls through social networks and improve their quality:
- the number of calls increased from 83 to 257 (+209.64%).
- the price per message decreased from $6.50 to $4.96 (-19.35%).
We managed to get regular daily bookings at the beauty salon for all advertised services.
1. At the initial stage, test layouts were developed with prices for services offered by the salon: permanent makeup and laser hair removal. We created appropriate audiences: broad and narrow (by interests) to separate a more affluent audience and conducted a test run. We separated the Facebook and Instagram platforms to understand which audience would be targeted.
3. We noticed that the salon's page lacked permanent makeup work that potential clients could view after clicking on the ad, which would significantly increase the level of trust. Since the client did not have photos and videos of the results of the permanent makeup service, we suggested first running an ad to search for models at the optimal price for the salon to create professional content for Instagram. We determined the optimal radius around the beauty salon. After that, people began to come to the salon and actively sign up for a master.
4. To promote the laser hair removal service, we developed a script for a video, which the client successfully implemented. Our designers designed it correctly, and we launched it. We also partially changed the concept of a static banner. Instead of the cost of one zone, we put all possible ones so that the client could choose the optimal set. We also recommended reviewing the promotional offer for this procedure to increase its attractiveness to potential clients.
The first results were positive, so we continued to work on optimizing advertising campaigns, namely:
- left only Instagram Direct and turned off Facebook Messenger because the largest share of untargeted calls was from Facebook;
- removed all banner placements and left only those that were the most clickable.
5. We also suggested that the client launch advertising for other salon services: laser rejuvenation and whiskey wraps. We developed banners and launched them in advertising for the same audience.
The first month of cooperation:
- 83 requests at a price of $6.50 (spent $539.5);
- there were no service bookings.
Results
In the following months, we continued our cooperation and started working on scaling the results, gradually increasing the budget: we received 257 calls at a price of $4.96 (spent ($1276.17).
In three months of cooperation, we managed to significantly increase the number of calls through social networks and improve their quality:
- the number of calls increased from 83 to 257 (+209.64%).
- the price per message decreased from $6.50 to $4.96 (-19.35%).
We managed to get regular daily bookings at the beauty salon for all advertised services.
2. At the next stage, since there were many messages that people had to travel far, we excluded Kyiv from the display and directed advertising specifically to residents. The quality of calls increased: people began to be actively interested in the services, asking for details. It was already a positive dynamic.
A good strategy, perfectly selected digital tools, and their effective application will allow the business to increase profits, grow the customer base, and form recognition and loyalty. Do you want something like that? Contact us.
You have taken the first step towards effective online marketing. Our managers will contact you and consult you soon.
