One question our clients continuously want to be answered is how to leverage their social media following to gain new sales conversions. We wanted to show how strategically timed and targeted ads could complement release schedules while building brand awareness and engagement, driving website traffic, and contributing to sales.
We chose a client - Tofanelli - who enjoyed consistently high organic engagement (average of 20% engagement rate including likes, comments, shares, and clicks across posts). Additionally, we chose Tofanelli because of our previous success with Facebook “Likes” campaigns and newsletter lead generation campaigns. Combined, this indicated to us an audience that was motivated to interact and had recently expressed interest in the brand.
We created 4 ads to run consecutively for 1 month (1 ad per week). Ad targets included their newsletter subscribers, the people who “liked” their FB page, look-a-like audiences, and individuals who met certain requirements based on their interests, locations, and demographics. Each ad told part of the brand/vintage story, with personal input from the client. In this case, Vince Tofanelli wrote each post and provided fresh content. These ads linked to the website, where the content was expanded into a blog post.
We called these "Story Arcs". These posts were designed to maximize interest in the content and prime the reader for the final ad. The final ad for the month included an offer on the wine that would be featured in an email, which was sent at the same time. The week after each ad ran, we also recreated the ad as an organic post.
Not only did the Story Arc contribute to a 164% growth in website traffic for the month, but it also did so by driving 41% of all traffic for the month. Bounce rates also significantly decreased. Each ad came in at under $1.50 per link click, with 3 of the 4 ads coming in under $0.75 per link click. The newsfeed reposting had an average engagement of 23.17%, showing significant increases over their normal organic posts. These ads, along with the coordinated email campaign, contributed to the highest net revenue of the past 15 months.
We have been able to replicate these results for the same client and other clients. Typical response leads to skyrocketing unique page views since we generate content that is fresh and of higher quality.
33% of all sales for Tofanelli within an 8-month span came from our social media efforts making social media marketing a staple for this client.
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