Using demographic data to create an effective paid lead generation social campaign for Damsons.
Damsons have historically focused all marketing efforts on cold selling, unaware of the buyers that are looking for their offering. Damsons have recently begun to branch away from this old marketing practices, introducing an inbound marketing strategy. The first stage of this strategy was introducing an online will builder. Damsons wanted to advertise the online will builder but were unsure of who to target.
After rifling through years of customer data and defining five key customer personas, I found those who are more inclined to consider starting a will are those who have recently had a change in circumstance (i.e. recently wed, divorced, had a child, etc.). By using Facebook Ad Manager I was able to inform each identified persona the importance of having a will during their current change of circumstance. Then, by A/B testing different messages, imagery and CTAs I were able to optimise each ad for maximum ROI.
The small-budget paid social campaign reached 15,216 unique users, increased traffic by 21 percent and generated 62 completed wills at just £2.06 CPA. These customers will then be opted to the future inbound content strategy, meaning these customers have the potential to become long-life customers.