How Firecircle Launched a Go-To-Market Strategy Using Google Ads, Meta Ads and a Quiz Funnel.
Firecircle offers entrepreneurship training for tourism & hospitality businesses in Canada. Their signature framework, The Firecircle 5×5 Method™, is designed for entrepreneurs at all levels of experience and helps members grow their business, whether they’re looking to add a new product, improve efficiency, develop a new user experience, or increase profit margins.
Challenge
In Fall 2022, Firecircle launched their Transition to Tourism Entrepreneurship (TTE) program, aimed at helping Indigenous and rural entrepreneurs to launch and grow their tourism businesses.
Firecircle needed an in-depth go-to-market strategy which leveraged multiple digital channels and converted prospects into applicants. Establishing themselves as a top player was critical to their success as Firecircle and the TTE program were relatively unknown.
At Ollo, we worked with the Firecircle team to understand and design a customer journey that would pre-qualify candidates and ensure that they moved seamlessly from stranger to applicant through a series of coordinated steps.
We helped the Firecircle team design a funnel for each audience which included quizzes, landing pages, and in-takes form. Our team then segmented each audience stages in the customer journey to deliver a full-funnel advertising campaign which helped to generate awareness, engagement, and applicant conversions.
Solution
We solved this by…
- Mapping out the customer journey and creating Entry-Point-Offers to onramp qualified leads
- Designing an online quiz and intake form to automate first-party data capture & applications
- Building a full-funnel go-to-market strategy which leveraged Google Ads, Meta Ads & SEO
- Adding extra audiences, keywords, budget and tactics to expand and scale up campaigns
- Continually testing & optimizing ad creative, copy, audiences, keywords, and geotargeting
Results
26.5x
Google Ads Return on Ad Spend*
▲ 48.16%
increase in Google Search CTR
11.6x
Meta Ads Return on Ad Spend*
▲ 85.1%
Increase in Website Conversion Rate
*Jan-Mar 2023, After initial optimization phase. Primary conversions only.
What Our Clients Have to Say
“Ollo’s been a great marketing partner for us at Firecircle. We’ve had great success with our ad campaigns on Facebook & Google Ads and have had full transparency with analytics & reporting. Their back end and graphics are so solid. Our campaigns have been really well-received in reaching out to our very targeted audience of Indigenous entrepreneurs in Canada. We’ll be starting a new campaign for rural tourism entrepreneurs in April and we definitely see how big of a role Ollo has in helping us with that. We are relatively new users of digital advertising and Ollo has helped us learn a ton – and we keep on learning. They care about what they do and about us and we really enjoy working with them. We highly recommend Warren, Sophia, Nabila and the Ollo team.”
Deneen Allen
CEO, Firecircle
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We are a Digital Marketing Agency in Vancouver, BC, Canada. We specialize in Google Ads, Social Media Ads, and SEO (Search Engine Optimization). What makes us different from other agencies is that we place a heavy emphasis on marketing analytics to help connect the dots between marketing costs and revenues generated.
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