At a Glance
Industry
Trade Membership Association, Convenience & Fuel Retail
Role
Built and led a full-funnel digital marketing growth program.
Timeline
2019
scope
Research · Strategy · Copywriting · Paid Media · Lead Generation
Results
175 Leads
-23% Cost-per-lead (CPL)
18% Completion Rate
While working at a large trade association, National Association of Convenience Stores (NACS) we ran a lead generation campaign to acquire leads for future outreach for membership, events, or other products and services. Over the course of 30 days I ran this lead generation campaign with details and results highlighted below.
Acquire new contacts from convenience retail companies that are not currently members of National Association of Convenience Stores (NACS). The challenge was to target companies that fit within the narrow industry vertical, “convenience stores and gas stations”, while limiting extra spending by spilling over into other adjacent industries such as “general retail.” The campaign was run concurrent with marketing for the very popular annual tradeshow, The NACS Show, so this campaign’s creative was closely integrated with NACS Show creative.
Developed highly targeted LinkedIn campaigns to reach individuals at companies that fit within the industry vertical. Once contacts were reached, they were attracted by content that addressed their business challenges which enticed them to provide their contact information by offering something of value. Prospects were enticed by a “lead magnet,” the first 30 pages of a very popular industry benchmarking report (NACS State of the Industry Report®) that sells for $299.
In order to achieve maximum reach to a highly-targeted audience we took a multi-channel approach. Sponsored emails to rented lists sent out from industry trade publications in addition to LinkedIn Ads. Two types of LinkedIn campaigns were run, sponsored content (static images) and InMail (private messages sent from a NACS Research staff leader). The LinkedIn Sponsored Content and InMail campaigns captured leads directly on the LinkedIn platform while the and email campaign directed visitors to a landing page hosted on the NACS website. In both cases visitors were directed to fill out a form with their contact information in order to receive the 30 page report.
sponsored email
Top Linkedin ad/post
second best Linkedin ad/post
in mail #1
in mail #2
linkedin form
campaign landing page
Total combined leads and averaged LinkedIn campaign results are shown below but it is worth nothing that the InMail campaign had a very high click rate (over 50%) and a lead form completion rate of 62%. Meanwhile the Sponsored Content campaign had a 13.3% lead form completion rate.
Number of new leads generated from LinkedIn & Email campaigns.
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Reduced cost-per-lead compared to the 2018 LinkedIn campaign. Note this cost reduction is only comparing the LinkedIn campaigns since email was not used in 2018.
2019 vs 2018
Average lead form completion rate for LinkedIn Sponsored Content and InMail campaigns.
Mobile + Desktop
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