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