We redefined Granted's digital strategy, transforming their online presence to position them as the go-to experts in securing grant funding for Canadian businesses

Strategy

Launchcurve identified several critical issues affecting Granted’s marketing funnel. Despite high website traffic, low conversion rates for leads resulted in missed opportunities. Leads who didn’t immediately book meetings were not effectively nurtured, contributing to a lack of follow-up and further disengagement. Many leads in the database remained inactive, while contacts who consumed content like articles and webinars often avoided filling out lead forms, reducing the potential for conversions. Together, these factors highlighted inefficiencies in Granted’s ability to engage, convert, and retain leads.

Website Conversion Optimization

Launchcurve optimized Granted’s website to simplify the lead capture process. Pop-ups were introduced, appearing after visitors spent 15 seconds on a webpage, encouraging them to try the Grant Calculator. Multi-part forms were streamlined to capture contact information first, ensuring follow-up opportunities even if visitors didn’t complete the entire form. Grant Calculator links were also added across every page of the website to increase submission rates.

Drip Automated Campaigns

Recognizing that the average lead-to-close time was approximately four months, Launchcurve implemented strategies to maintain ongoing engagement. Customer success stories were developed to showcase successful outcomes, and explainer content was created to justify the value of Granted’s services. These were delivered through automated email drip sequences, prompting leads to book meetings with sales representatives.

Reactivation and Engagement Campaigns

To re-engage inactive contacts, Launchcurve produced regular articles highlighting grants and offering valuable tips. Monthly newsletters featuring these articles were distributed to sustain interest. Additionally, monthly webinars were hosted to provide educational value and reconnect with dormant leads.

Behavior-Based Automation

Automated systems were introduced to respond dynamically to user behavior. If a contact visited key pages, such as pricing or product pages, more than three times, they received an automated email from a sales representative offering assistance. Automated retargeting ads were also launched on Meta platforms to encourage return visits to the website.

Outcome

Through these efforts, Launchcurve enhanced Granted’s digital presence, reduced lead spillage, and maximized the efficiency of their marketing funnel. By capturing, nurturing, and re-engaging leads effectively, Granted Consulting was better positioned to convert potential clients and maintain a robust sales pipeline.