Introduction
Disability Advocates For Working Americans (DAWA) provides assistance with signing up for social security disability insurance, and supplemental security income, and support for individuals who have been denied benefits. Individuals using an advocate are 50% more likely to be successful than those that file the paperwork on their own. The marketplace is saturated with service providers, most of whom provide nationwide services. DAWA was reliant on paying for a pre-qualified leads list, at a cost of just over $20 per lead and a low conversion rate on those leads of 7%. Only a small portion of conversions led to successful cases. The firm only received payment for successful outcomes months later.
The Problem:
How to effectively compete in a tight market and generate qualified leads at a sustainable price point when the profit margin per successful case is low.
The Solution
The key to success in this case was to:
- identify audiences that self-identify and then
- engage directly with each audience - simple language, compelling message
Recognizing that a nationwide audience is not homogenous we created several specific and targeted paid campaigns based on a variety of demographic attributes, including:
- Geography,
- Income level, and
- Percentage of population in certain age brackets.
We developed specific landing pages for each group that spoke directly to their needs, highlighting the importance of using an advocate including some compelling statistics.
Each campaign was aggressively monitored doubling down on keywords and actions that successfully converted and removing elements that did not lead to successful conversions. We analyzed new form submissions, listened to recorded intake calls to further understand and finetune the campaigns, and reviewed daily signups by running reports from their intake system.
The Outcome
By the end of the pilot period (the first six weeks) we already surpassed our targets, as follows:
- Generated 161% more leads for a third of the prior spend
- The conversion rate for those leads more than quadrupled, from 7% to just over 28%
Completing the pilot and moving into the full ramp-up, the firm was able to confidently move 100% of their lead generation efforts into the paid campaign, and we were able to maintain the same levels and ratios of success.
