Perfect Skating is a skating and hockey performance company that focuses on developing and training elite hockey players to skate and improve their skills to transfer into games. With 5 corporation locations in addition to their other 21 franchises across Canada, Perfect Skating seeks to increase its leads and program registrations to attract new and current players to their development programs.
The Challenge
Perfect Skating encountered several camp and training registration challenges due to its brand positioning. The lack of lead generation for their registration was due to two gaps present in their overall marketing. The first gap was the lack of effective brand positioning with their marketing content. The second was the gap in their targeted keywords related to their specific services for their Facebook campaigns.
Perfect Skating came to seoplus+ in February of 2021 with an end goal of achieving a minimum of 10 training registrations leads each month.
The Approach
seoplus+ met with the Perfect Skating team to understand their core fundamentals as a player development company, their needs, and their short-term and long-term objectives. The seoplus+ team conducted an extensive audit on their social media accounts and campaign history. Through this, our specialists were able to implement a refreshed strategy to optimize their campaigns by adding static visual graphic images (in favour of longer videos), maximizing their visibility per location, demographic, and program/niche with selected target keywords and interests.
seoplus+ utilized various Facebook Ads tactics such as smart bidding, competitor keyword targeting, dynamic search ads, and lookalike audiences to reach users on multiple stages of our marketing funnels. Additionally, each campaign targeted specific areas, such as search terms related to hockey and NHL, to maximize conversions and bid placements on each platform.
The Results
With the focus on maximizing program visibility and lead generation with Perfect Skating, seoplus+ has successfully increased traffic, achieving a total of 166 purchases, resulting in an increase of 1035%, and additionally surpassing the established monthly conversion goal of 10 by 66% over the course of 10 months.
seoplus+ has maximized its conversions at $32.41/conversion—well below the established Cost-Per-Acquisition goal is $50.
We have used a holistic approach to achieve the bottom-of-funnel objectives and leverage social media platforms to expand the brand to wider audiences and engage mid-funnel users with eye-catching visual content (static image, and videos). In addition, our ads appeared to drive target users to relevant pages associated with the user’s specific interests at the end of the client-journey funnel.
