Project Overview
This integration company provides complete data automation that doesn’t require coding or IT assistance. Although new to the industry, the firm has already established its name in the U.S. market for its new approach to data integration, automation and management.
With an extreme focus on huge growth moving forward, the client aimed to connect its brand with targeted audience segments and drive overall leads through digital advertising.
Thrive Internet Marketing Agency was responsible for managing the company’s social media advertising and pay-per-click (PPC) advertising campaigns. Our partnership began in April 2021 and within only four months, our digital marketing solutions delivered significant results for the company.
Our paid social media services increased the client’s on-platform leads and website conversions by 100 percent month-over-month (MoM). Furthermore, Thrive’s PPC advertising efforts resulted in a 193.3 percent increase in click-through rate (CTR) and a 66.4 percent increase in conversion rate (June – August 2021).
The Highlights
Once we identified the targeted audience segments and hard numbers that showed a shorter conversion funnel, our paid social and PPC advertising efforts significantly increased the client’s campaign performance.
Social media advertising allowed us to exceed our client’s engagement goals within only a few months of the campaign’s inception. After adjusting to an on-platform lead strategy in month two, we saw leads increase by 100 percent month-over-month. Additionally, we’ve seen remarkable growth in LinkedIn ad performance compared to the previous year:
Impressions
Clicks
Total Engagements
Website Conversions
Social Actions
Thrive’s PPC campaigns also propelled the brand’s online growth, generating impressive metrics performance month-over-month:
- Cost-Per-Click (CPC): -31%
- Clicks: +73.7%
- Sessions: +71.2%
- Dynamic Search Ads Clicks: +136.4%
Ad clicks and sessions for branded and industry-specific keywords, such as “databases,” “data management,” “data management system” and “data entry automation,” also skyrocketed, driving overall leads by 100 percent.
Executing the Strategy
THE CHALLENGE
Inbound demand growth was a huge goal for the client. The company wanted to increase its brand awareness and double its monthly lead acquisition and conversions.
However, this posed a challenge initially since the client did not have a specific market segment. We’ve had to find the company’s target audience and perform extensive market research to determine which advertising approach works best.
Driving website leads was also a big hurdle when landing from an ad. Our social media experts have had to test various messaging strategies and work on differentiating the brand from competitors to generate high-quality website leads and conversions.
THE SOLUTION
Audience research and industry benchmarking were crucial in the first phase of the campaign development. Research and analytics results allowed our digital marketing experts to formulate digital advertising plans to increase the company’s site traffic and leads.
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Social Media AdvertisingWe started by reorganizing the client’s current campaigns and breaking out audience segments to test their success rate. Based on this data, we assessed whether people are more likely to provide lead information on the client’s website or the LinkedIn platform. This allowed us to simultaneously determine the company’s target demographics and show the value of a shorter path to conversion with LinkedIn Lead Gen Forms.
Our social advertising solutions also involved:
- Testing on-platform lead options on LinkedIn
- Identifying drop-off points along the way to lead generation
- Testing different audience segments based on their categories of targeting (e.g., job titles vs. member groups)
To continue driving social growth, we are expanding into new social platforms and introducing new ad creatives and unique campaign initiatives.
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PPC AdvertisingFor the company’s PPC advertising campaigns, our main goals were to drive targeted leads while lowering the cost per conversion. Our PPC strategy plan involved:
- Continual campaign performance review and adjustments
- Search query review and refinement
- Budget pacing review and adjustments
- Changing focus from broad terms to more targeted queries
Our digital marketing specialists continue to explore new advertising opportunities and rotate our top-of-funnel (TOF) ad creatives when applicable to drive higher lead acquisition and conversion rates.
