Category: Paid Social Lead Generation

Driving 12K Leads for a Luxury Home Appliance Brand

Posted on by Coegi

Brief

A luxury home ice maker brand partnered with Coegi to create a B2B2C strategy that would establish relationships with custom builders, designers, and homeowners, driving in-store visits to authorized brand dealers and growing their sales pipeline.

Highlights

12,000
Leads Generated

68%
Lift in Dealer Visits

 

Challenge

Consumers who were in-market for home appliances were easy to reach and wanted the client’s products. However, they could not buy directly from the brand. We needed to reach kitchen designers and renovators to close the awareness gap between consumers and professionals. 

Our team had three key questions: 

  • How can we reach this niche audience beyond traditional B2B channels?
  • How do we evaluate if we effectively reached this audience?
  • How can Coegi set up the client for long-term success with this audience?

This home designer and builder audience had proven difficult to reach online. So, we needed to expand beyond traditional B2B channels, such as LinkedIn, to drive lead generation and build a long-term CRM growth strategy for the brand. 

Solution

Building Awareness With B2B Audiences

Digital media platforms offered limited reach to build awareness among our very niche group of trade professionals. Instead, we partnered with key trade publications to leverage their email syndication lists. 

Prior to activating any digital media, Coegi worked with three leading industry publications for a three week email-blast campaign prompting website visitation. This allowed us to build a fresh, highly-qualified audience list primed through sequential messaging. 

Driving Action From In-Market B2C Audiences

We took an audience-first approach focusing on consumers already in the consideration stage for relevant products, and drove three core audience segments to find the brand’s B2B dealers: 

  • Influencers: Custom builders and designers seeking a luxury ice maker producer for clients
  • Explorers: In-market consumer audiences already considering the brand 
  • Kitchen Buyers & Remodelers: In-market audiences with a history of purchasing luxury home goods but lacked brand awareness 

Coegi used Facebook, Instagram and Pinterest to reach users actively searching for home renovation ideas and products. This was accomplished using a blend of contextual, interest, lookalike and retargeting audiences. We also used display retargeting and a paid search strategy to own branded search terms and secure top-of-page placement at final stages of the consumer journey. 

Implementing a Full-Funnel Measurement Strategy

With email serving as the awareness driver, we were able to focus on measuring core actions, such as “Dealer Locator” button clicks and contact form submissions on their website. These actions helped us evaluate if we had reached the B2B audience and then implement sequential messaging and flighting to drive conversions.

The Results

By combining the audience quality of industry publications with digital reach and measurement, this B2B2C marketing campaign drove outstanding results. It generated 68% growth of in-person dealership visits and 12,000 B2B leads to establish a first-party CRM database. 

Key Learnings

  • Digital technology and tools that may not be top of mind for B2B marketers can be used creatively to solve problems
  • Understanding who your audience trusts up front leads to smart partnerships that take the guesswork out of your strategy

Using Facebook Lead Ads to Drive a Sales Pipeline

Posted on by Coegi

The Brief

Using Facebook Lead Ads to Drive a Sales Pipeline

Our client, Grit Moto Adventures, came to us with a unique opportunity to drive sign ups for an exclusive backcountry motorcycle tour. Their unique audience would be given the option to sign up for various tours in a wide time frame. Given the time commitment and niche experienced biker audience requirements, we set a goal of driving 320 leads using Facebook lead ads.

 

Highlights

707
Leads

$0.83
CPC

0.11%
Lead Conv Rate

Challenge

Due to the advanced level of riding experience needed to take part in Grit Moto Adventures tours, the target audience was niche. Interested individuals needed experience in off-road motorcycle riding, the lifestyle flexibility to travel throughout the week, and funds readily available to book a tour. Additionally, Grit Moto Adventures was a newly formed brand with little brand awareness at the time the campaign launched. Our strategy needed to include ways to build scale despite the targeting specificities, and take interested users from awareness to conversion as quickly as possible.

Solution

Our team navigated the audience restrictions by making custom third-party data segments with the largest US consumer panel, Resonate. This tool allowed us to develop and activate a scaled audience within our two primary audience personas: general Motorcycle Riders and Retired Riders with the income required for these trips. For media activation, we chose Facebook for its ability to scale, built-in lead generation functionality, and comprehensive interest targeting.

The resulting campaign drove an engagement rate of 4.54% with an impressive cost-per-click of $0.83. At the campaign’s conclusion, 707 Facebook lead ads were filled. This was a 200%+ increase from our original goal of 320 leads. These metrics demonstrate our success in reaching highly interested people at the right time.

We learned that strategically curated audiences, paired with informative creative, drove numerous leads. This found candidates for the tours while also expanding their email list. As we plan for cookie deprecation, tools such as Facebook lead generation campaigns will be important for building first-party data. This information will be extremely beneficial for Grit Moto Adventures moving forward.

Driving Action from a Niche B2B Audience

Posted on by Coegi

The Brief

Coegi helped to drive leads from a highly niche B2B audience by pairing LinkedIn’s on-platform lead generation with the clients onboarded first-party data. The results exceeded client expectations and established foundational data for future campaigns.  

Highlights

292
New Leads

$36.55
Cost Per Lead

0.41%
Click Through Rate

Challenge

Our client needed to drive leads from a niche B2B audience – but they meant niche niche. They were only interested in reaching European film, gaming, and television licensing professionals who were in-market to connect with American content owners. They hosted a magazine and website portal where global licensing professionals could make connections and discover new opportunities. The client challenged Coegi to provide a solution to drive this audience to their website, where they would be prompted to share their email address to access the portal. 

Solution

We recognized this request necessitated using an audience-first approach to inform our channel strategy. LinkedIn proved to be the channel with the widest reach of second-party data. Historically, the fewer steps to conversion asked of your audience, the higher the ROI. Knowing this, we used LinkedIn’s on-platform Lead Generation creatives to encourage our audiences to share their contact information without needing to visit the site.

Our client offered two products: an industry magazine and a website portal. The media objective was to drive 150 new email contacts over three months. 

Prioritizing budget on LinkedIn allowed Coegi to craft a strategy that balanced the need for some awareness while focusing on the lead goal. Pairing LinkedIn’s data, lead generation objective and creative, and the client’s first-party data allowed us to nearly double the goal of 150 new email contacts. 

Coegi Partners

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