Sydney Digital Marketing
We recently launched an inbound marketing campaign for Sydney Digital Marketing around our New Year campaign of #BeSeenIn2015.
The objective was to generate leads and enquiries to open up a conversation around digital marketing and strategies for brands and businesses into the new year.
Using a selection of eye catching images and the offer of a free 5 point analysis on websites we put this campaign to work on Facebook. The results were successful in terms of driving leads – 25 received in a 2 week period – at a relatively low investment – apart from our time, we spent $1000 in media – specifically on Facebook ads – running in the Facebook news feed, and linking to a landing page with some background info, the call to action and a short form requesting a name, email address, website url and one question – Are You Happy With Your Social Media Results?(101 in Lead generation..really)
This gave us the ability to deliver a 5 point report via email as well as an indication of the clients satisfaction with part of their digital presence. Here's a sample:
Interestingly 2 weeks into the campaign we decided to add a phone number field that we made mandatory – we felt by asking for this we would improve the quality of the lead. By someone entering their contact details – (not just an email address) we felt they would be more serious about their enquiry. The results were definitely affected with the quantity of leads dropping by 75% – however the quality of leads definitely improved. The landing page can be viewed here
However the biggest learning for us as an agency was around the reaction to the media we used in the campaign in Facebook. One image in particular caused a flurry of comments – and then 2 weeks in we received a notification from Facebook that our ad had been “rejected” or “unapproved” due to the following:
Despite it being approved by Facebook in the beginning and being served over 30,000times in the newsfeed.
Our feeling is that someone hit the complaint button – TAXI!
Anyway we were really happy with he CTR (or click thru ratio) - over 1.5% to a niche audience – most Facebook ads receive anywhere from .3% to 2.5% on average, so we knew we were running a successful campaign – even better – the cost per click was a tiny 20c. Compare this to other online media such as Adwords and this was a minuscule cost. In fact it worked out that our cost per lead was less than $40. Pretty impressive when the value of a client was upwards of $10,000 over a 6 month period – our standard contract.
When we spoke with some of the leads they admitted it was partly because of the comments made on the ad (as well as the creative) that they decided to get in touch with us – they figured that if we could generate that much noise about ourselves then we could quite possibly be able to do the same for them.
So what did we learn as a Digital Marketing Agency?
In a world of images (and now video) overtaking the Facebook feed – it pays to put maximum thought into the images that accompany your posts and adverts. The image we used, while controversial, lifted our CTR by at least double the standard CTR we experience. It was a very specific message targeted at a very niche audience.
Give people a reason to hand over their email address. We all weigh up the cost of giving away space in our inbox to the value we receive back. While 2500 followers on Facebook may be great – we’d rather have 250 email addresses that we can have a one on one conversation with. The landing page converted just over 3% of visits. We knew we would also have alot of moochers due to the image. This was fine for us as we also wanted to build some brand awareness. Out of 848 people that clicked on the ad – over 500 visited our website. We were then able to tag these visits with a remarketing pixel so we could target them again with different creative via a remarketing campaign n Google or Facebook.
We love the fact that people can interact with your ads – and we had 11 comments made on the ad in question – which amplified our reach – some expressed shock that the ad was on Facebook in the first place while others were in approval. We responded to each comment politely (and playfully where possible) – this again amplified the reach of the ad. How does your ad read in the newsfeed? Will it invite sharing or better still discussion?
When looking to appoint a digital marketing agency ask them what experience they have in the real world. And what sort of results they have from their own digital marketing?
And if you’d like to have a free Digital Marketing Health Check for your own business or brand – you can sign up (without your phone number) just here.
Good luck with your Digital Marketing in 2015. For more about us and our work we have recently posted a case study on BMW and how the BMW Sydney dealership leveraged digital and social media to increase leads and enquiries in January of 2015.
With thanks from the team at Sydney’s most interesting Digital Marketing AgencySydney Digital Marketing.
UPDATED Friday 20th February 2015
We'd like to point out that the ad we featured in thsi article was one of several - and if you are familiar with FB ads you will know that the most successful ad tends to get the most frequency/reach/spend and clicks - and the ad featured in this story was THAT ad...here are the images from the other ads. They all featured the same headline and Call To Action - and targeted the same audience.
social media advertising sydney is all about relationships and when you place ads that share relevant information to people that want what you sell keep people engage on sites improves your social selling index score and attract the attention of platform to help share your updates with more people as it is now being viewed as relevant to matter.
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