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East Coast Hair Ink

Case Study - Digital Marketing

Discover how we’ve helped East Coast Hair Ink develop 445 leads & 71 booking with a 6.91x ROAS!

Platforms Used:

445

Leads Generated

71

Bookings Secured

6.91x

ROAS

About East Coast Hair Ink

East Coast Hair Ink, a leader in Scalp Micropigmentation (SMP) based in Queensland’s scenic Gold Coast and led by Nathan Teveluwe, turned to New Way Business Development after several unsuccessful partnerships with other agencies. With over 220 satisfied clients and a 5-star Google rating, they needed a marketing strategy as unique as their service.

Recognising the challenges of marketing a specialised service like SMP, New Way Business Development crafted a cautious yet strategic approach to scale their business. We implemented a multi-funnel methodology, allowing for a diversified marketing strategy that targets multiple customer segments. This approach not only ensures compliance with complex meta-marketing policies but also capitalizes on different customer journeys, significantly expanding East Coast Hair Ink’s reach.

Our multifaceted tactic, coupled with an in-depth understanding of SMP, ensures East Coast Hair Ink’s message effectively resonates with a wider audience. Through this partnership, East Coast Hair Ink is poised to continue its growth as a transformative force in the SMP industry, rejuvenating confidence and self-discovery in clients, one confident stride at a time.

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The Challenge

Nathan came to us with a growing brand with a need for a formalised marketing strategy. Despite his loyal client base, his journey with various agencies had been fraught with underwhelming results. The primary challenge was effectively marketing a niche service like SMP in a dynamic and competitive digital landscape.

  • 1

    Complex Meta-Marketing Compliance: Challenges in navigating and complying with intricate meta-marketing policies.

  • 2

    Unique Value Proposition Communication: Failing to effectively convey the transformative nature of SMP and the expertise of East Coast Hair Ink.

  • 3

    Broad Audience Targeting: Absence of well-defined personas resulted in targeting too broad an audience, attracting low-quality leads.

  • 4

    Unstructured Creative Testing: Lack of a systematic approach to testing creative elements, leading to missed opportunities and higher lead costs.

  • 5

    Non-Existent Retargeting Campaigns: The absence of retargeting led to repetitive top-of-funnel ads, failing to engage potential clients effectively.

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The Goal

In addressing the multifaceted challenges faced by East Coast Hair Ink, our primary goal was to revolutionize their digital marketing strategy, transforming it into a powerful engine for growth and client engagement. Our objectives were clear and ambitious, designed to not only overcome the existing hurdles but to set new benchmarks in their marketing success.

  • 1

    Generate High-Quality Leads

  • 2

    Secure Paid Bookings

  • 3

    Attain a High Return on Investment

  • 4

    Advance Booking Schedule

  • 5

    Increase Service Pricing

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The Strategy

In-Depth Audience Research for Customer Persona Identification

Our initial step was to immerse ourselves in the world of Scalp Micropigmentation (SMP). By thoroughly understanding the service and its key benefits, we gained invaluable insights. This knowledge was pivotal in pinpointing the ideal customer personas for Nathan’s services. We identified key segments, enabling us to craft finely-tuned messaging that resonated and piqued interest.

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Innovative Value-Based Marketing for Audience Education

With the target segments clearly defined, our next move was content creation. Navigating Facebook’s stringent policies on SMP services required a creative approach. We employed a value-based marketing strategy, focusing on educating the audience about SMP and alternative hair loss solutions. This approach allowed us to develop compelling content that not only adhered to Facebook’s guidelines but also effectively communicated the benefits of SMP, leading to high-quality conversions.

Conversion Rate Optimization

The influx of traffic to Nathan’s website and landing pages marked the need for optimisation. Our goal was to streamline the customer journey, making it effortless and intuitive. We integrated steps to educate potential clients before they made an enquiry, ensuring that the leads generated were not just numerous but also highly qualified and genuinely interested in Nathan’s services. This strategic refinement of the customer journey was crucial in converting interest into tangible business inquiries.

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The Outcome

The collaboration between East Coast Hair Ink and New Way Business Development culminated in a resounding success, dramatically transforming the landscape of their digital marketing and business growth. The campaign’s performance was not just a series of achievements; it was a story of remarkable triumph over challenges.

Through our meticulously crafted digital strategy, East Coast Hair Ink witnessed an unprecedented influx of 445 high-quality leads, far surpassing any initial expectations. This surge in potential clients was skillfully converted into 71 paid bookings, significantly boosting the business’s revenue and solidifying its market presence.

One of the most telling indicators of the campaign’s success was the impressive 6.91x Return on Ad Spend (ROAS). This figure was a clear testament to the strategic precision and effectiveness of the marketing efforts, ensuring every dollar spent was an investment towards substantial growth.
The demand for Nathan’s Scalp Micropigmentation services soared to new heights, as evidenced by his fully booked schedule, weeks in advance. This not only reflected the trust and preference of his clients but also allowed Nathan to elevate his service pricing, confidently aligning it with the premium quality of his offerings.

The outcome of this partnership was a transformative journey for East Coast Hair Ink. It emerged not just as a business that overcame its marketing hurdles but as a leading, influential force in the SMP industry. The campaign painted a vivid picture of success, setting a new benchmark in digital marketing excellence for specialized services.

71

Bookings Secured

445

Leads Generated

6.91x

ROAS

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Some of Our Ads

Dont take our word for it!
See what Nathan has to say about our work.

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Nathan Teveluwe

- Owner

Partnering with New Way Business Development was a game-changer for East Coast Hair Ink. Before collaborating with them, we had a loyal client base but struggled to find a marketing strategy that truly resonated with our unique SMP services. Our previous experiences with various agencies left us wanting more in terms of results and understanding of our niche market.

New Way Business Development took the time to dive deep into the world of Scalp Micropigmentation. Their commitment to understanding every facet of SMP and our business’s specific needs was evident from the start. They didn’t just bring us generic marketing solutions; they crafted a strategy that was as unique as our services.

The results speak for themselves. We saw an incredible influx of 445 high-quality leads, which translated into 71 paid bookings. This was beyond our expectations and had a significant impact on our revenue. The 6.91x ROAS was a testament to their strategic and effective marketing approach.

But it wasn’t just about the numbers. New Way helped streamline our customer journey, making it more intuitive and effective, which was crucial in converting interest into actual business. Their strategy led to a fully booked schedule for me, weeks in advance, and even allowed us to increase our service pricing due to the heightened demand.

This partnership didn’t just overcome our marketing challenges; it propelled East Coast Hair Ink to a leading position in the SMP industry. We’re not just a business with a great service anymore; we’re a brand that’s recognized and sought after, thanks to the exceptional work of New Way Business Development. I couldn’t be more grateful for their support, expertise, and the remarkable journey we’ve embarked on together.

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