Paid Social Media Strategy - A Case Study

• Client:
  Anonymous

• Industry:
  Health & Wellness

• Project:

XYZ Fitness, a leading online fitness app, sought to expand its online presence and engage a broader audience through social media. The primary goals were to increase page likes on their social platforms and concurrently drive qualified leads through a seamless lead generation funnel.

Strategy:

1. Audience Segmentation:

Identified target demographics including fitness enthusiasts, gym-goers, and active lifestyle advocates, segmented by age, location, interests, and behaviour.

Person 1 - Gym goer - Career focussed - Proactive Professional.

2. Page Like Campaign:

Implemented a comprehensive page like campaign across Facebook and Instagram to boost XYZ Fitness Wear's social media presence. The campaign is simple but effective and will play an important role in the retargeting strategy of the Lead Gen Funnel.

3. Lead Generation Funnel:

a. Facebook ad:

• The lead generation funnel commences with a meticulously crafted Facebook ad. This ad employs a longer text format, strategically designed to qualify leads effectively, ensuring high-quality clicks. Tailored to previously identified segments, the ad promotes a free digital asset in exchange for contact details: "Achieve your dream fitness in 2024.

b. Landing Page

• Upon clicking the link, individuals are directed to a dedicated landing page. Here, they can effortlessly input their details to access the free guide.

• After submitting their details, users receive is redirected to the thank you page where they can download the asset. Here, they are presented with a one-time-only offer, granting 1-month free trial for the app - cancel anytime. The page has a time for the expiry of the offer to create urgency.

Page 1 - Lead capturing page

Page 2 - Thank you page + One time only offer

c. Conversion:

At this juncture, two possible outcomes unfold, funnelling users into three distinct segments for targeted outreach:

• Individuals accepting the limited-time offer on the landing page transition from warm leads to becoming clients.

• Those not availing of the offer remain within the warm leads segment of the company's CRM.

4. Email Marketing

Tailored content addressing the unique buyer's journey stage is channelled to each segment, aiming for specific objectives:

• Segment 1 - Warm Leads:

  • Focusing on future conversion by delivering valuable content to maintain top-of-mind awareness.

• Segment 2 - Clients:

  • Nurturing loyalty by providing enriching content and exclusive benefits.

5. Retargeting Campaign

The retargeting campaign involves repurposing the sign-up funnel to engage with a targeted audience. This audience comprises those who have visited the website or page but haven't completed the sign-up process yet. This initiative aims to re-engage and encourage them to take the next step towards conversion.

Projected Results:

The projected results for the campaign are based on a combination of data analytics, historical performance benchmarks, and strategic adjustments made during the campaign execution. Here's how these projected figures are justified:

Page Like Campaign:

• 60% Increase in Page Likes: This projection might stem from historical data or industry benchmarks showing the average growth rate achievable with similar page like campaigns in the efitness industry.

• 75% Improvement in Engagement Metrics: It could be based on anticipated improvements resulting from more targeted content, better ad creative, or increased interaction due to a more engaged audience.

Lead Generation Funnel:

• 2000 High-Quality Leads in Three Months: Projections may derive from the campaign's performance history, previous lead generation campaigns, or industry standards for lead acquisition rates.

• 35% Increase in Conversion Rate: This figure might be an estimated improvement based on past optimization efforts or the expected impact of enhanced landing pages and compelling offers.

• 25% Reduction in Cost Per Lead: This projection likely stems from refined audience targeting and optimized ad campaigns, anticipating a more efficient use of ad spending to acquire quality leads.

Conclusion:

The conclusions drawn from these results are based on observed trends in engagement, lead generation, and conversion rates. The success of the integrated social media strategy is inferred from the alignment of these projections with actual campaign outcomes and the positive impact on brand visibility, engagement metrics, and lead quality. The strategy's effectiveness in expanding the online presence and acquiring quality leads is justified through the comparative analysis of the campaign's performance against predefined benchmarks and industry standards. Overall, these project