Founded in 2000, this company has quickly grown into an internationally respected manufacturer of microphones for audio engineers, musical artists, podcasters, professional musicians, recording companies and streamers.
Despite its already established name in the industry, the company needed help to bring its brand closer to its target audience and boost conversions. The client partnered with Thrive Internet Marketing Agency to encourage more retailers to purchase additional quantities from distributors through landing pages. The primary goal was to raise brand awareness and engagement through social media paid advertising.
Thrive took over the client’s advertising campaigns in July 2020, and in July 2021, we surpassed the client’s goal of reaching 50K followers on Facebook. Additionally, we increased the company’s total engagements by 56.6 percent year-over-year (YoY).
During the campaign’s initial months, Thrive exceeded the company’s engagement and page-like goals and generated a steady increase month-over-month (MoM):
- Total Page Likes: +76.9%
- Total Clicks: +13.6%
- Monthly Click-Through Rate: +4.2%
- Impressions: +24.5%
- Where To Buy Clicks: +100%
Results indicate that the target audience segments are still relevant and engaged overall, with lookalike audiences driving the highest number of page likes consecutively MoM.
We continue to improve our social media ad campaigns to ramp up the client’s monthly engagements and convert those engagers into followers.
Executing the Strategy
When it reached out to Thrive, the company didn’t have a concrete strategy to leverage its existing content marketing materials. Our paid social media team had to spend a significant amount of time assessing its current content to determine our next course of action.
Once we had launched advertising campaigns, algorithm updates also significantly impacted the client’s campaign performance. The iOS update, for one, decreased the overall reach and impressions across all paid Facebook/Instagram audiences worldwide.
For these reasons, we saw slight dips in overall audience size and performance. To combat this, we expanded audience affinities that drive higher reach and impressions. This process, however, takes some time to feed Facebook’s algorithm and drive success.
The company had an engaged audience but had a problem converting those engagers to followers. To push more engagers to the conversion funnel, we introduced a full-funnel approach to the “page likes” campaign. This strategy was successful in reminding the company’s audience to continue to engage.
Our primary objectives were to:
- Tell the story of the brand
- Spread awareness and gain interest
- Foster relationships with those who are already aware
- Provide value to engagers
To meet these goals, we launched various ad campaigns that drive overall followers, engagement and conversion.
Thrive’s ongoing social media advertising efforts focused on:
- Optimizing audience segmentation
- Introducing new ad creative and Live promotions within the “page likes” campaign
- Focusing more on brand awareness
- Budget tracking
- Engagement monitoring
- Updates and optimizations as needed
- Tracking results to review any changes from iOS
We continue to drive optimization efforts based on audience demographics and audience placement data. Our social media advertising team evaluates the backend audience performance weekly to help drive hyper-targeted optimization efforts. We are also looking into possibly expanding the client’s reach by introducing new social media platforms to advertise on.