Optimizing paid social to drive qualified leads

Objective: Leverage paid social to drive awareness, learn what resonates, and generate qualified marketing opportunities

Strategy: 

  • Phase 1: Ran a top of funnel campaign to generate awareness and test product messaging and creative treatments

  • Phase 2: Optimized to most efficient ad units to maximize reach and engagement and retarget those who engaged from Phase 1

Results: Convoy’s most efficient brand campaign to date

  • Exceeded key performance indicators for Convoy and industry benchmarks

  • Generated highest lead conversion rate at a below benchmark cost per lead

Phase 1: brand awareness

Phase 2: lead generation

Key learnings:

  • Messaging - relational vs. transactional messaging performed stronger, e.g. “Trust First. Transparency Forever”

  • Creative - carousel and rorange treatment generated the highest engagement

  • Targeting - spear (highly targeted campaigns) vs. net fishing delivers high value results and clear approaches forward

  • Call to action - on lead generation offers prospective leads were more enticed by ‘download case study’ vs. ‘sign up now’ call to action

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