Client Case Study
KeyMedia Solutions has been partnering with SDN Communications, a business-to-business broadband service provider to run multiple digital marketing campaigns for the past couple of years. The client’s campaigns seek to reach business decision-makers in certain industries in order to gain leads, specifically business’s looking for broadband services. B2B targeting can be challenging, but KeyMedia Solutions has been able to help businesses such as this meet campaign goals within their specified marketing budgets.
Execution
The campaign started branding efforts before the network buildout was complete to build name recognition and generate leads for the sales team. As the campaign progressed, different tactics were introduced and tested.
Promoted Video, Pre-roll & Display ads: These ads were served to IT professionals and other industry-specific business decision-makers.
Content Distribution: Using LinkedIn, KeyMedia Solutions sponsored posts and shared content in relevant groups that had active business decision-makers, allowing for direct interaction on the posts. Additionally, we tested sponsored posts, sponsored ads, and company page updates.
Paid Search: To support the display and content tactics, a targeted paid search campaign using specific, relevant keywords to business connectivity was developed. This effort was backed through precise ad copy, site links, and ad extensions.
Coordinated Efforts: In addition to paid digital media, KeyMedia Solutions worked closely with the internal marketing team to ensure a keyword-rich landing page was developed with conversion points built-in. Constant communication between the teams allowed for mutual support of the local events, email strategy, direct mail, radio, television, out of home, print, and Facebook efforts.
Campaign Results
Since starting in early 2015, the campaign has continued to see success in both brand awareness and lead generation.
- Online form submissions have increased by 350% year over year.
- Site traffic in the new territory doubled; while paid traffic increased by 359% in 2016.
- The users new to the site increased by 311% in 2016.
- Average session duration was up 109% compared to the previous year.
- Referral traffic from LinkedIn increased by 15% as a result of the promoted content.
- Monthly searches within related keywords driving traffic to the site increased 25% year over year.
