Driving Leads

The objective was simple, Crossroads Music wanted to use the digital space to drive more leads to their brick & mortar business. The old school mail drops just weren't working anymore.

Back to square one.

Crossroads Music was experiencing an all time low in social media engagement, website traffic & lead sign ups. With little to no leads being attributed to their digital marketing, we began to look at where the problem began.

Upon our initial analysis, we begun diving into the Crossroads Music brand to see where the current resistance was stemming from. We unearthed some fundamental issues that need fixing before we considered driving leads through paid ads & social media.

Their website was outdated and not functional, many links were broken and drove traffic to 404 error pages, nor was it mobile friendly. In terms of social media, their Facebook & Instagram pages had no value driven content, which means their audience wasn't able to resonate with them as a brand.

On the other hand, their traction was still reasonable on the Google SEO front, coming up within the top 3 for certain search times within the Parramatta Music Lessons search criteria. This was a huge positive, but.... Once warm leads were entering the website, there was too much resistance created by the lack of use-ability, causing leads to go elsewhere.

Implementation & Strategy:

• Provide a seamless transition from in-person lessons to online tuition
• Creation of social media & google campaigns to communicate the movement from in person lessons to on-line during covid.
• Redesign and Development of website
• Assessment of necessary social platforms
• Professional Videography & Photography
• Tailored social media marketing strategy to increase leads and engagement
• Creation of SEO strategies to establish presence & credibility.

Back to the Basics

The fundamental problem was that Crossroads was not credible within the digital space. Whilst they are one of Parramatta's prominent Music School's, this wasn't shown to their audience on-line.

Here's what we did.

The main objective was to create a resourceful presence for Crossroad's within the digital space.

Our first consideration was the website build. We had to build something that was a true representation of them as a business, playing to their strengths.

The new website created now boasted a strong educational knowledge within the music field, ease of use for online users, CTA's on every page, informative content which doubles as answers to FAQ's and a strong colour pallet to compliment their overall vibe.

So... now can we drive leads?

Almost! Before jumping into the deep end, we curated their social media platforms, cleaned them up & aligned them with the now fully functioning machine which is their website. Now, we focus on creating vivid content that further represents them as the great school that they are, and use this content as digital assets for paid facebook advertising.

The kind of content you represent yourself with will educate your consumer on who you really are as a business.

Obsolete website, now turned into well oiled machine... Tick. Social Media - Clean, Functional & Resourceful... Yep. Professional Photography & Videography... No brainer, TICK.

Essentially, all we had to do was fill the gaps. We fixed the fundamental issues Crossroads Music was experiencing, replaced old media with something more resourceful, and it all fell into place. Following these simple fixes, we began their journey into the world of Facebook Ads. Within their first $100 ad spend in the first week, we had 32 trial lessons booked, which turned into 23 confirmed new students!