We have a pretty robust Facebook Ads campaign in motion for our client Deliver Lean, that involves various components including clicks, conversions, lead ads and dark posting. It has proven to be a very cost effective and targeted method for generating business, especially for this e-commerce focused and geography restricted company, out of south Florida.
The brand recently expanded their regions to go much further north in Florida and we were able to serve up Ads (like the one above) that specifically targeted fans of their competitors who lived within these new zones. The primary focus is to get people in these cities to click thru to the site, so we can then build up our retargeting efforts with new ammunition and hit them with some additional, targeted content and Ads that speak to their specific needs. Building this funnel takes a little bit of time, but it is very worthwhile to help convert brand new users to your product or service.
Very early on into this new campaign we had a comment on the Ad, which was a clear buying question and needed to be responded to very quickly. Our Social Media Manager replied and then teed it up to the client’s internal sales team to handle as a hot and viable lead. All the more reason why a brand needs someone managing the community and not just running Ads with “a set it and forget it” attitude.
The sales team contacted the prospect right away and converted them to a new paying customer. This is a clear Facebook conversion, but one that didn’t actually click thru to the site from the Ad. It might not show up in Google Analytics, but it is a Facebook produced sale nonetheless. We served an Ad, had an immediate inquiry and closed it out very quickly. If we weren’t paying close attention, we might have missed it and that would mean lost revenue. Social media is a full time gig and it needs to be monitored on a constant basis. In this instance, Deliver Lean (and Ashley) benefited from a social media team that was listening. #winning