eCommerce + Lead Generation Strategy
Deploying a truly local-first integrated strategy to drive 60% increase in digital sales.
Lumos, a new brand in the regional fiber internet space, has aggressive sales goals and is competing against big cable and fiber internet providers in new markets. With minimal brand awareness in the expansion markets and heavy brand reliance in existing markets, Lumos needed a strong integrated strategy to drive demand across all channels for people in need of fast, fiber internet but may not know about Lumos.
Our Strategic Approach
We deploy a full-funnel media approach to drive brand awareness and demand for 100% fiber optic internet, with a robust brand and non-brand paid search strategy to aggressively capture high-intent sales.
Pre-Sell Lead Gen
Newly Sellable
Always On Awareness + Sales
Pre-Sell Lead Gen
We target homes expected to go live within 60 days with address-level precision to avoid waste while driving high-intent leads.
Newly Sellable
To over-index and drive frequency among those who have just become eligible for fiber internet, we deploy a distinct CTV, video and display campaign, again with address-level precision.
Always On Awareness + Sales
With a media mix focused heavily on driving sales, our team constantly works to improve the cost per lead (fiber eligible/sales call) and cost per transaction (web and call sales)—through ad and landing page A/B testing, message optimization and bid strategies.
$25 Average Pre-Sell
Cost-Per-Lead
70% Average Lead-to-Sale
Conversion Rate
126% Growth in Fiber-Eligible
Leads YoY
60% Growth in E-Commerce
Sales YoY
Hyper-Focused Targeting
With Lumos expanding fiber to new markets on a limited budget, zip code or DMA targeting wasn’t a viable option. Our team devised and continually improves upon a surgical approach to geo-targeting.
- Zip Code Targeting in Legacy Markets with >10% of Available Homes
- 1-2 Mile Radius Targeting in New Markets
- 1-3 Mile Radius Targeting in Highly Penetrated Zips
- 90% Match for 1:1 Address Targeting in the Trade Desk
Our Organic Strategy
A thin website was holding this new challenger brand back, so our team built a sustainable and scalable local organic framework fueled by the most powerful SEO data available to us. To build up our topical authority and educate our target audience about the true power of fiber internet, key cornerstone content pieces were expertly written and launched. Quickly we began ranking for high-volume, non-brand fiber internet queries to get Lumos into the considered set for prospects. We coupled that with supplemental user-focused blog content and local pages that targeted longer-form queries, local searches and specific questions. Doing so not only helped these pages rank for high-intent non-brand terms, but also helped these pages build stronger authority by interlinking and giving the user an optimal experience.
Cornerstone
Content
Targeting high-volume, product related terms to enhance Lumos’ visibility for main service offerings.
EDUCATIONAL BLOG + LOCAL CONTENT
Using proprietary tools and approaches, we identified local search opportunities and long-tail keywords competitors weren’t targeting.
Technical
SEO
We regularly conduct audits and deliver technical updates and website fixes to partner teams to ensure 100% site health.
The Organic Results
Growing traffic & sales with a targeted content strategy.
144% Total Non-Brand Click Growth
Since Partnership
195% Page 1 Keyword Growth
Since Partnership
26% Total Organic Sales
Growth QoQ
Production of original, unique and resourceful localized content is core to our strategy, which has driven sustainable and ongoing growth.
+669% Growth In Page 1 Organic
Keywords MoM
+360% Growth In Organic Traffic From
Location Pages MoM
+650% Growth In Purchases From
Location Pages M/M
Email Marketing Strategy
Our email strategy is designed to engage prospects with personalized messages based on where they are in the buying process—from nurturing leads before fiber goes live to re-engaging users who abandoned cart.
Nurturing Leads Before Fiber Goes Live: We deploy automated nurture campaigns to keep leads warm throughout the build process and prime them for purchase.
Driving Action Once Fiber Comes Online: When new homes come online, we quickly deploy a series of offer-centric emails notifying prospects that fiber is live and driving them on-site to purchase.
Capturing New Sales via Always-On Prospecting: Lumos has a large prospect database. We are constantly engaging new and niche audiences to broaden our prospect pool and introduce new revenue sources.
Re-Engaging Abandoned Carts: When a user exits the buy flow before purchasing, they immediately receive an email driving them back on-site to check out.
37.11% Open Rate
2.45% Click-Through Rate
An Award-Winning Strategy
Recognized for innovation and application of organic strategy principles.
We’re honored to have been recognized among agencies and brands across the country by BrightEdge for this organic and SEO marketing strategy, which won its 2023 Elevating Award.
