SOCIAL CAMPAIGNS -
MORE THAN LEAD GENERATION
Like anything else, the key to mastering your social media is to clearly define what role the medium — and each post — is meant to play in your marketing mix. Sometimes it's about finding leads. Often it's about fostering community and brand equity. Some posts are meant to drive huge numbers. Others zero in on niche audiences.
The better these parameters are defined, the easier it becomes how to leverage your social media to accomplish specific business goals.
This well-established private club on Cape Cod was looking to refresh its brand while attracting the next generation of members. These paid ads on Facebook and Instagram captured over a 75 new qualified leads for their 5-figure initiation fee, but just as important, introduced thousands in the community to the refreshing new tone and feel of the 25-year-old institution.
A public golf resort nestled in the rural far west of Scotland knew they needed to do something special to stand out to the international golf market. They put together a high-concept campaign and hole-in-one competition that put $1M on the line for the winner.
While they saturated print, television, and radio, I ran a complementary social media ad campaign with video clips that harkened back to the broader campaign , increasing their opt-in list by roughly 10%.
CHOOSING THE FORMAT
You're likely not scrolling on social media to have sales pitches hurled at you at every turn — and neither are your best prospects. Polls, videos, and creative new ideas, on the other hand, are exactly why they're there, and where you should meet your customers.
I advised these organizations on how their posts can provide value and create equity with their audiences, drawing in high-intent leads who are in the market for what they're offering, and aligning your brand with those who haven't realized they need you — yet.