Thrive Services Used

Project Overview

This network cabling system distributor partnered with Thrive Internet Marketing Agency to build brand awareness and increase engagement. The client approached Thrive with limited knowledge about the potential of social media marketing and faced challenges with an inconvenient website checkout process that negatively impacted its lead conversion rates.

Our combined social media marketing and paid advertising efforts led to increased brand awareness and higher lead conversion rates.

Since the digital marketing campaign rolled out, we have seen higher organic engagement than industry averages. We generated more than 243K video views, 9.1K LinkedIn impressions and 138 ad conversions.

The Results

+243K

Video Views

+9.1K

LinkedIn Unique Impressions

+138

Ad Conversions

+5.8K

Ad Clicks

Competitor analysis revealed that among its competitors, the client was the least active brand with the smallest audience base and lowest engagement on social media.

Increased posting consistency, improved messaging and engagement initiatives helped drive greater reach and community interaction for the client.

Impressions: +570K
Ad Clicks: +2.8K
Landing Page Views: +1.1K
Engagement: +12K
Reactions: +1.7K
Comments: +92
Shares: +162
Video Views: +42%
Unique Impressions: +9.1K
Page Views: +1.8K

INSTAGRAM

Post Impressions: +399
Engagement Rate: +17%

We implemented paid advertising after the client kicked off with social media marketing.

Since the client didn’t have a user-friendly checkout process, we suggested collecting leads via a contact form where the company’s sales team can best support its prospects and convert them into paying customers.

Additionally, we launched remarketing campaigns that delivered valuable conversions.

PAID SOCIAL MEDIA

Video Views: +243K
Total Engagement: +4K (July – August 2023)
Total Engagement: +2.7K (May – June 2023)
Total Engagement Rate: +2% (July – August 2023)
Total Engagement Rate: +2% (May – June 2023)
Average Click-Through Rate (CTR): +61%

PPC MARKETING

Clicks: +5.8K
Impressions: +201K
Conversions: +138
Cost Per Click (CPC): -14%
Google Ads Spend: -7%

The engagement rate benchmark for single-image ads and carousel ads is 0.5%. Video ads have a higher engagement rate benchmark of 1.6% since videos tend to attract more user attention than basic sponsored content.

The Execution

Thrive developed a data-driven social media marketing strategy focused on content, audience growth and engagement to help the client catch up with its competitors and surpass them in terms of social media presence and impact.

Our organic social media strategy involved:

Optimizing social media profiles
Developing brand presence
Building a social media following
Consistent post frequency
Creating a consistent brand look across channels
Ensuring Google Analytics is set up to track organic social performance and progress toward the client’s goals
Ensuring the client’s website has working links to all social platforms and vice versa

Creating content themes that target different audiences for all channels
Leveraging social media features such as Instagram stories, highlights, guides and reels that are designed to increase engagement
Providing valuable content that will spark current and potential followers’ interests and increase engagement
Creating more short video content

Based on the strategic audit, we run several ad campaigns to increase conversion rates and goal completions across channels.

SEARCH CAMPAIGNS

Ad Group 1: Patchbox
Ad Group 2: Cable Management Solutions
Ad Group 3: Network Cable Management
Ad Group 4: Server Cable Management

REMARKETING CAMPAIGNS

Display Remarketing
Search Remarketing

Our next steps focus on using more videos/GIFs and creating more engaging captions.

Network Cabling System Distributor