How to significantly increase the target audience and conversions with the help of SMM and targeted advertising
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Ensuring a successful start for a company that is just entering a new market is not an easy task. However, skilled professionals who are able to choose the best strategies for online promotion can do it, even despite a number of obstacles, such as a new brand unknown to the market, an imperfect website, a lack of high-quality target audience research, etc. The article discusses strategies for promoting a brand in a specific niche on social media, reducing conversion costs by 36.72% in 5 months, and growing the targeted subscriber count to 1200 in 11 months.
Client: a financial and technology service for entrepreneurs that helps offline businesses in the United States accept customer payments and save money on credit card processing fees.
Target audience: small business owners in the United States (coffee shops, beauty salons, restaurants, shops, food trucks, etc.) and people who are just starting their business.
The company, having just entered the US market, faced several challenges. First, its brand was unknown in the financial and tech industries, making it difficult to gain the trust of potential customers. Secondly, the company’s website was still under development and required further corrections. Another issue was the lack of qualitative research on the target audience.
Beyond these problems, there were additional challenges. Notably, the trends in social media marketing in the US market differ significantly from those in Ukraine. This necessitated a detailed study of the American market, including an analysis of the information landscape, an understanding of local entrepreneurs’ needs and problems, and knowledge of US business laws and practices. It was also essential to build trust with the audience by demonstrating that the company’s services are legitimate, comply with local laws, and are not fraudulent. Additionally, it was important to communicate to potential customers that the company’s equipment is easy to use and does not require extra staff or significant maintenance resources.
The client turned to our digital agency with the task of attracting the attention of business owners in the United States to their product and achieving high conversion rates.
To achieve these goals, our specialists performed a number of activities using the following tools:
SMM;
targeted advertising.
To increase the number of targeted subscribers using SMM, social media marketing specialists needed to:
Develop a content strategy and visuals.
Start brand promotion on Facebook from scratch.
Attract the audience to the page and encourage them to interact.
Make the company recognizable among the target audience and distinguish it from competitors.
Firstly, SMM managers studied in detail the potential audience and the nuances of social media in the US market. Based on this data, they developed a content strategy for the company’s Facebook page.
Tetiana Voinovska, social media marketing specialist, comments:
The visual concept for the social network was developed based on the design of the company's website. We used a soft blue color, complemented by shades of green. The graphics featured not only the devices sold by the company but also images of people, as well as memes and infographics.
This is how the Facebook page looks now:
The specialists also developed permanent content rubrics. Among them:
Since our experts were filling the Facebook page from scratch, they also developed a cover and avatar to make it stand out from the competition and be recognizable. Our SMM managers immediately started working on the page’s content so that the audience could see useful and high-quality content when the paid promotion was launched.
The key feature of the implemented tone of voice is an easy and concise presentation of information without complex structures and formality. For example, the page published jokes about the daily challenges and tasks faced by business owners, the target audience of the project.
Regular stories were also implemented. Experts developed sections for stories with a variety of presentations. For example, memes and expert and valuable information for business owners could be used for the advertising section. We also experimented with polls and interactive.
Since our main goal was to increase the target audience on the page, SMM managers launched posts for promotion with the goal of “Interaction” and advertising campaigns for Facebook page likes, while testing creatives with both advertising and entertainment messages.
The results of our SMM campaign confirmed the effectiveness of our strategy. Thanks to a well-thought-out approach to content creation and adaptation to the needs of the American audience, the company’s Facebook page grew from 0 to 1,200 followers within 11 months. The target audience actively interacted with the content: the average number of interactions per month was 1,160.
Overall, the implemented content strategy helped to increase brand awareness and build audience loyalty. The easy and concise presentation of information combined with creative formats allowed us to build trusting relationships with the target audience. In addition, attracting new subscribers and constant activity on the page increased the company’s credibility in the eyes of potential customers and ensured a confident start in the new market.
Targetologists focused on:
creating a business page on Facebook;
setting up Google Analytics, goals, pixels, and events;
implementing correct event tracking on the landing page;
forming hypotheses about audiences and creatives;
reducing the initial cost of a lead from $100 by half without losing quality.
Our specialists have completed several tasks:
Created creatives. Developed eye-catching advertising materials that matched the visual style and brand tone of voice, and were tailored to the interests of the target audience.
Customized advertising campaigns. Launched several Facebook ad campaigns with different objectives to maximize audience engagement and increase brand awareness.
Analyzed campaign results. Evaluated the effectiveness of each ad campaign using analytics tools to identify which creatives and audiences performed best.
Optimized audiences and creatives. Based on the data, we improved ad targeting and adjusted creatives to enhance their appeal and effectiveness.
Segmented audiences and reallocated the budget. Divided audiences into segments based on their behavior and preferences, and optimized budget allocation by directing more funds to the most effective segments and campaigns.
During the first month after the launch, 1,551 users were brought to the landing page, and during the second and third months, 2,009 and 2,026 users were brought to the landing page, respectively:
During the first month, there were 158 applications from the site (conversions), during the second – 223, and during the third – 225:
As of the first month, the cost per conversion was $97.16, in the second month – $82.76, and in the third month – $61.48:
Within five months of work, we have obtained the following results:
After three months of campaign optimization, we managed to reduce the cost per conversion from $94.70 to $66.94. The turning point was when the ad campaign received 50 conversions in 7 days for the first time; after that, the training was over and the price per lead dropped to $50. By the fifth month of cooperation, the cost of a lead was $55.65, and the quality was only improving.
Working on links and audiences was important in optimizing the campaign. The right set of creatives for each audience segment and their subsequent optimization played a key role in reducing the cost of conversion and increasing the number of leads without losing quality.
We successfully achieved our goals. The strategy developed and implemented to promote the fintech company in the US market proved highly effective despite numerous challenges. Through thorough market analysis, content adaptation to audience needs, and other actions described above, our specialists increased the number of targeted Facebook followers to 1,200 and achieved high audience engagement. The advertising campaigns also resulted in a 23% increase in conversions and nearly halved their cost, demonstrating the success of the chosen tactics.
Do you have a new brand and want to conquer the American market quickly and efficiently? Contact us, and together we will create a successful story for your business by selecting the best comprehensive solution for your company.
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A good strategy, perfectly selected digital tools, and their effective application will allow the business to increase profits, grow the customer base, and form recognition and loyalty. Do you want something like that? Contact us.
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