With such a small following on social media channels, leisure park client B wanted to build awareness of one of their parks within a specific demographic and increase the amount of bookings so we recommended Facebook advertising.
As the second largest search engine after Google, Facebook has proven its worth over the past few years as a leading, digital advertising platform.
We analysed the lead-generating demographic from their booking system and website analytics, and used this information to build a profile of who we wanted to target. We then set up multiple adverts to trial engagement rates, most of which carried location specific messaging and strong imagery.
Strength in flexibility
Since Creative Insight had already built the website, we had full flexibility to streamline the conversion process and ensure the landing pages for the adverts were themed, relevant and easy to navigate.
As this was the first time client B had really utilised social media advertising, we ran the adverts with a small budget of £200 per month but soon found that this budget was more than enough to achieve a good return on investment.
After the 6 month trial ended, we had received:
- 176 marketing qualified leads
- an increase of 7,200% in website traffic from social media.
The cost per lead (either a booking or booking enquiry) was a mere £6.71 which came in at less than 5% of the average booking amount, therefore showing us that the cost per acquisition was well worth the investment.
Going forward into 2017, we are continuing with social media activity, both organic and paid for client B and have found that we can use the data collated over previous months to improve our targeting methods and invest more in remarketing strategies.
Looking to improve your paid media strategy for 2017? Email our Senior Account Manager, Alice, at alice.j@creativeinsight.co.uk or call 0121 321 2828 to find out more.
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