EAL MFG had just completed a company-wide rebranding initiative. With their largest trade show of the year eight weeks away, they wanted to test paid social media advertising and announce the launch of the new brand to prospects and distributors in order to increase trade show traffic and boost brand awareness.
RESULTS
+ Generated 25 landing page conversions within the first 2 ½ weeks
+ Increased landing page traffic by 55%
+Updated EAL’s social media properties to reflect new branding and messaging
CHALLENGE
Increase brand awareness and generate more trade show booth traffic at World of Concrete 2017.
SOLUTION
We worked with their marketing team to better understand the company’s product offerings and different target audiences. We first provided the marketing team with our recommendations for short and long variations of a new company description. After reviewing the recommendations together, we then published the approved company description across the social media properties. We also updated the individual profile and banner images to reflect the new branding.
We developed a campaign calendar to organize and schedule all posts on Facebook, LinkedIn and Twitter. The campaign calendar included a mix of organic and paid social media posts to promote EAL MFG and their trade show booth at World of Concrete 2017.
We met with the marketing team to introduce the content calendar template and educate them on the benefits of using a content calendar. This provided EAL MFG with more visibility around our posting cadence and improved coordination between all social media and field marketing activities.
We then revised the landing page copy to more clearly convey the benefits of registering and meeting with EAL MFG. We also worked with the marketing team to improve the design of the landing page so it was responsive across desktop, mobile and tablet. This new understanding allowed the marketing team to update other existing landing pages on their own.
Prior to this campaign, their marketing team was not using a social media management platform. We set up a HootSuite account so their marketing team can automate social media content publishing and maintain their social presence moving forward.
We leveraged custom audience targeting using Facebook and Twitter to generate audience growth and increase the number of landing page registrations. We targeted users who were located in EAL MFG’s geographical territories and also followed key industry social media accounts.
We educated their marketing team on how the Facebook and Twitter campaigns were being set up so EAL MFG could create similar campaigns on their own in the future.
We monitored paid advertising performance throughout the campaign and provided the marketing team with frequent updates on overall ad spend. This allowed us to reallocate the paid media budget to higher performing social properties. EAL MFG was able to see which social properties were driving more landing page registrations and generate a larger return on their ad spend.
INDUSTRY
Construction
PRODUCTS & SERVICES
Commercial Concrete Reinforcing Supplies & Accessories
WEBSITE
ABOUT
EAL MFG is a Dallas-based manufacturer and fabricator of concrete construction reinforcing products and accessories, such as welded dowel assemblies (WDA/paving baskets), reinforcing dowels, multi piece tie bars, keyway, smooth round, tilt wall components, and stringline accessories for paving machines.
RESULTS
SYMBIONT GROUP
We help B2B companies connect, engage, retain, reactivate and sell MORE through targeted marketing and sales campaigns.