Pay Per Click
With almost the entire globe using at lease one of the top three social media platforms (LinkedIn, Facebook, Instagram), social media advertising is a viable and quantifiable marketing resource for Industrial and Manufacturing companies.
We have researched, tested, and pushed the limits of social media advertising to know exactly what works and what doesn’t with these powerful advertising channels. Before we offer any strategy to our clients, we conduct a comprehensive analysis so our recommendations result in a valuable return on investment for our clients.
Social Advertising Options
LinkedIn offers several advertising options, but we’ve identified the two that provide the best return on investment for our industrial and manufacturing industry clients.
We create custom graphics and engaging, relevant copy to entice your target market to click your ad in their feed. We typically create 4-8 ads per month to keep the message relevant and to capture the attention of your most promising prospects. With the new addition of sponsoring video posts, our content shoot and video production brings new exciting engagement.
We create custom cold InMail messages with branded graphics and a call to action providing the recipient with a high level overview of your value proposition. Each campaign is A/B tested to determine which copy performs the best.
Min Monthly Budget: $1,000
With the wide range of Facebook Advertising options, everything is customized around the client and there is no specific tactic to use. It depends on how much attention your target demographic give to Facebook, there are some services that aren’t a fit and won’t have a fast enough ROI.
At the highest level, B2B with a high dollar product/service should focus around brand awareness campaigns with lower priced products/services getting both options of brand awareness or transactional campaigns.
B2C companies have more flexibility and can focus on both brand awareness and transactional on separate campaigns. If your target demographic is strategic, these campaigns can circumvent a poor sales department very quickly. Content and relevancy matter most.
Min Monthly Budget: $500
Instagram has gained more popularity since 2017 and continues to be an underpriced platform for attention. They key to making your campaigns work is to focus heavy on the creative style and advertising placement location.
There is a different strategy for Instagram Story Ad’s vs Instagram Feed Ad’s, you have to determine the goal of the campaign and build out a strong target demographic criteria.
Min Monthly Budget: $500
Top PPC Mistakes
95% of the time your PPC campaigns ARE NOT setup correctly and your Ads are showing up to the right people. Focus on the quality of traffic, not the quantity. Instead spending your entire monthly budget, try and spend the least amount of money to get 1-2 solid high quality leads then increase your spend.
Google Search Ads: You do not know the intent of the person searching. It could be a competitor, researcher, spammer, student or a potential lead. Audit your traffic on a daily/weekly basis to reduce the total percentage of non relevant lead traffic, however you can never stop it…just increase the efficiency.
Bounce rate: The fastest way to determine the overall effectiveness of a campaign. Most often we audit campaigns that are 85% bounce rate and above, good campaigns should be under 70% worst case.
Social Media Advertising
Regardless of social media platform the biggest mistakes are creating content that doesn’t relate to their products, and not creating a specific landing page for the traffic that comes from advertising.
Spend the upfront time setting up the strategy and the resources to make your social advertising campaigns successful, don’t just reuse something that ‘kind of worked’ previously.