Through careful planning and some patience, we were able to leverage the client’s increased budget and further reduce their cost per lead. While this was part of the original plan, we knew we could drive further reach for our client while still using the same budget.
In order to tackle this challenge, we utilized our client’s customer relationship management system (CRM) data to create 1% lookalike audiences of their users to target them on Facebook and LinkedIn.
A 1% lookalike audience takes a customer list provided by the client and finds users on the social platform that have similar interests or qualities. 1% is the closest in similarity to the users on the list. In addition to a lookalike list, we also implemented in-platform social lead form ads to make it easier for the user to convert.
To position our client as a thought-leader in their industry, we also upped their webinar support and promotion by increasing their budget and expanding into both social and programmatic display ads. We then tapped into upper-funnel branding tactics, including programmatic, display ads, podcasts, and YouTube ads, to ensure their brand was well known in the construction field. We also expanded targeting into Australia and New Zealand as these areas were large drivers of business for our client that were not being supported through paid media.
A large part of the new strategy included advertising on a digital billboard during a competitor’s trade show here in Phoenix. This entailed booking all of the digital placements around the convention using a branded message during the time of the trade show. We also bought ad placements at the airport to get in front of trade show-goers as they were arriving and leaving.
Following this, we were able to roll out our full, new, improved, and optimized media plan.