I live in a manufacturing world. I focus frequently on the automotive and aerospace markets. Frankly, Facebook is not the first thing I think about in my promotional plans to these targets.
But this week, in conjunction with a major aerospace trade event, my agency gyro suggested a unique campaign to increase our Facebook fans through a highly targeted and precise PPC program.
We decided to produce this targeted effort focused on segments within the aviation industry and with a specific call to action to increase our "likes." With the lift, pardon the pun, provided by the trade event, we were hoping we could increase engagement and generate a simple but effective increase in our Facebook fans.
I was shocked to see an increase of over 200% and the number of our fans doubled in just two weeks. And it was extremely cost effective! Previously, we had focused some of our social campaigns on conversions. But we had learned from prior efforts that people preferred to stay in their social media app, rather than linking out to another Web address to follow through on our call to action.
More surprisingly, 25% of these new fans are already forwarding or referring our content to their friends. This dramatic growth now permits Makino to engage our fans with new relevant content, including case studies, white papers and upcoming technical events. We also plan to increase our targeted PPC programs into other industry segments.
What matters in any social campaign is relevant content, delivered in the right place, at the right time, to the right target.