New Zealand Qualified Bookkeepers Association

About NZQBA

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NZQBA is New Zealand’s largest and most successful Bookkeeping Association. NZQBA specialises in helping their members to become qualified in bookkeeping & gain those new clients that they've always been after - opening new doors for those pursuing a job in bookkeeping. NZQBA approached Lead Castle to increase their lead generation and build out funnels that grow their member numbers.

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The Challenge

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NZQBA approached Lead Castle with the following three key challenges:

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• Lead generation was stagnant (20 leads per month) and they couldn't scale their paid advertising channels on Instagram and Facebook. Reach was poor and brand awareness was not as high as it could be.

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• Their website was outdated and needed a revamp to landing pages to optimise for conversions

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• Current remarketing efforts were not properly built out, but there was plenty of opportunity to reach out to existing members and leverage that equity for further growth.

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The result of these challenges meant that NZQBA's team felt there was not enough work, there was overwhelm to reach KPI's and the business itself couldn't expand its team without more revenue coming in through leads.

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The Fix

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After an initial consultation and strategy call, Lead Castle decided that the following 3 step action plan would help NZQBA reach their goals for leads, growth and expansion.

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• Develop out paid media channels and ensure a great strategy is in place for lead growth + scale campaigns to ensure a reduced cost per lead is achieved with the same quality.

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• A/B test advertising creatives & copy for the best advertising performance

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Through the above strategy, NZQBA was able to take their lead count from 20 leads per month to over 100 per month. This meant that NZQBA could double the size of their team and focus on growth rather than stress about new client acquisition.

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Biggest Takeaways

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There is a lot we can learn from NZQBA, but 3 of the biggest takeaways we can take from working with them include:

• Make sure your website is optimised for conversions. Simply updating NZQBA's website doubled conversion rates on their Facebook & Instagram ads.

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• Understand your audience; we ensured that all advertising was reaching the correct demographics and optimised based on website engagement.

• Take time to ensure your messaging is clear and concise.