Gateway Powder Coating

Gateway Powder Coating gives any object personality. While much of their focus is on car, truck, and motorcycle rims, they stand out from other similar companies by coating literally anything their customers bring them from lawn furniture, to bicycles, to automotive parts.

Gateway Powder Coating was previously a Drive partner that left for a period years ago before Facebook offered the ability to track offline conversions and before our proprietary tracking software, Marketing Milk, had been developed. Gateway Powder Coating had previously tracked research metrics like website visitors, but wasn’t able to see the complete customer journey with clear ROI metrics due to technological constraints.

This time around, we had a more tangible goal that could result in increased sales for the business. Considering the personnel that Gateway Powder Coating had, we decided we would create a strategy centered around in-platform Facebook leads submissions.

Many business don’t believe that lead generation on Facebook works because their “leads don’t close”, but commonly, it’s more of a matter of standardizing the sales process to close leads than the leads being poor quality themselves. Since Gateway Powder Coating had the staff in place to be able to call leads within 10 minutes of submission, as well as follow-up 5-7 times each, for every lead, every time, lead generation was a viable strategy for the business.

In 2020, you have to look at your business as an online company with a brick-and-mortar pickup store. Gateway Powder Coating understood that once that a person reached out and went from digital to physical it was very important to continuously follow up. We lead a busy life. But for good customers we owe it to them to call over and over till they give us thumbs up or thumbs down and not prequalifying any leads.First touch is speed of communication from lead submission to contact so we knew we needed a sales person. Sales first product second.

We used Gateway Powder Coating’s existing customer database to retarget customers who hadn’t purchased over a specific period of time, as well as build and A.I-driven lookalike audiences to retarget individuals who walk, talk, and act like Gateway Powder Coating’s current customers within a 1% variation.

We then created ads that highlighted Gateway Powder Coating’s two main value propositions: Improved aesthetics and protection. We utilized a mix of ads that address both of these by focusing on both the practical and recreational use of the product.

We also highlighted price-conscious specials offers, high-end services, and retargeted any website visitors that remained anonymous with a free giveaway campaign to get information from unidentified researchers.