Microphone Manufacturer
Project Overview
Founded in 2000, this company has quickly become an internationally renowned microphone manufacturer for audio engineers, music artists, podcasters, professional musicians, record companies, and streamers.Despite its already established name in the industry, the company needed help getting its brand closer to its target audience and increasing conversions. The client partnered with Austin Marketing Co’s internet marketing agency to encourage more retailers to purchase additional quantities from distributors through landing pages. The main goal was to increase brand awareness and engagement through paid advertising on social media.
Austin Marketing Co took over the client’s ad campaigns in July 2020, and in July 2021, we exceeded the client’s goal of reaching 50,000 Facebook followers. Additionally, we increased total company commitments by 56.6% year-over-year (YoY).
The Highlights
During the campaign’s initial months, Austin Marketing Co exceeded the company’s engagement and page-like goals and generated a steady increase month-over-month (MoM):
Total Page Likes
Total Clicks
Monthly Click-Through Rate
Where To Buy Clicks
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
THE CHALLENGE
When he contacted Austin Marketing Co, the company didn’t have a concrete strategy for leveraging its existing content marketing materials. Our paid social media team had to spend a significant amount of time evaluating their current content to determine our next course of action.Once we launched ad campaigns, algorithm updates also significantly impacted client campaign performance. The iOS update, for example, decreased overall reach and impressions across all paid Facebook/Instagram audiences around the world.
For these reasons, we saw slight drops in audience size and overall performance. To combat this, we broadened audience affinities that drive greater reach and impressions. This process, however, takes some time to feed into Facebook’s algorithm and drive success.
THE SOLUTION
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
- Foster relationships with those who are already aware
- Spread awareness and gain interest
- Provide value to engagers
To meet these goals, we launched various ad campaigns that drive overall followers, engagement and conversion.
Austin Marketing Co’s ongoing social media advertising efforts focused on:
- Optimizing audience segmentation
- Engagement monitoring
- Introducing new ad creative and Live promotions within the “page likes” campaign
- Updates and optimizations as needed
- Focusing more on brand awareness
- Tracking results to review any changes from iOS
- Budget tracking
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.
Project Tags:
Services Used
Paid Social Media Advertising
Pay-Per-Click (PPC) Marketing