How we created an online lead machine for Verisure
About Verisure
Verisure A/S is a company that delivers subscription-based alarm solutions. The company offers various solutions for apartments, rowhouses, villas, garages, sheds and more -not to mention businesses. Today, Verisure operates in 15 countries: Denmark, Sweden, Norway, Finland, Germany, Belgium, the Netherlands, France, Spain, Portugal, Italy, Brazil, Chile, Peru and Great Britain. It has more than 16,000 employees all over the world.
In the past, Verisure focused on TV commercials. TV was an especially important means by which to create visibility and attract new customers. But how do you move your marketing activities (and budgets) online when you want to conquer a greater market share and create growth? You call PL & Partners.
Optimizing the current setup
Itâs important to work on a strong foundation. We started out with an in-depth analysis of the historical data from the advertising account and looked closely at the overall marketing mix. This provided us with sufficient insight to start implementing a new strategy, one that focuses on increasing the number of leads while maintaining a low CPL (cost per lead).
âWe were looking for the best partner in Denmark. In PL & Partners, we found a partner that meets this criteria and is a great match for our business.â
Scaling with structured tests
âGrowth through a tried and tested structureâ was one of our mottos. At PL & Partners, weâre used to working with a fixed framework, one that splits Facebook advertising into seven central columns. This well-tested framework allows us to go more in-depth with a nuanced approach to advertising that takes into account the customerâs knowledge of products, markets and target groups.
For Verisure, this meant that advertising supported their call centre. The leads generated from Facebook advertising were highly relevant. Rather than focusing on increasing budgets through new messages and target groups, the budget was increased across several different initiatives in the account. This means shifting focus to both the set-up and how Facebook affects the customer journey.
Saying âyesâ to further development
Lack of development can have a detrimental effect on your business. Every month, we allocate resources to finding new ways to create better results for our customers. This was also the case here. Channels like Facebook and Instagram require constant development when you want to scale your efforts on them. Itâs important that you as an advertiser keep monitoring and optimizing the advertising setup.
Price per sales meeting
