Maximizing Engagement and Cost Efficiency: A 2024 Digital Media Strategy

Objective

Enhance brand messaging and visibility across digital platforms, driving increased engagement from the website. We achieved this through targeted campaigns and content-driven strategies, utilizing a diversified approach with Google Ads, LinkedIn, Facebook and geofencing at events to boost brand visibility, conversions and website traffic. Our focus on digital media ensures we remain competitive in an ever-evolving market.

Strategy

Google Ads
We used a targeted approach with Google Ads to drive Whitepaper downloads, capturing qualified leads directly. This content-driven strategy proved effective in tracking conversions, making it easier to measure performance and optimize future campaigns.

LinkedIn Ads
Our LinkedIn campaigns aimed to increase impressions and diversify objectives. Achieving 391,000 impressions, we expanded from brand awareness to include direct conversions, resulting in improved cost-efficiency over previous years.

Facebook Ads
Video ads were particularly effective, keeping users engaged and highlighting the importance of dynamic content for improved interaction rates.

Geofencing at Events
Through geofencing technology, we targeted attendees at NASCAR events and conferences with video ads, leading to high engagement rates and precise audience targeting.

Execution

We executed a multi-platform paid media strategy integrating Google Ads, LinkedIn Ads, Facebook Ads and geofencing at events to capture and convert leads. Additionally, organic activities on LinkedIn and Facebook complemented these efforts by fostering consistent engagement and driving traffic to the website. We optimized the campaigns to ensure cost-efficiency, reduce CPM and maximize ROI across the board.

Results

Google Ads
– Whitepaper downloads demonstrated direct and qualified lead capture with measurable content effectiveness.
– Increased interaction with video ads contributed to improved campaign interaction rates.

LinkedIn Ads
– Achieved 391,000 impressions, expanding campaign reach.
– Lowered CPM, optimizing ad spending for better results.

Facebook Ads
– Impressions rose dramatically to 149,000 in 2024, pointing to improved content reach and audience engagement.- Video ads on Facebook resulted in high engagement and strong audience retention.

Geofencing at Events
– Using geofencing technology during NASCAR events and conferences led to targeted engagement and increased interaction with video ads.

Organic Social Media and Website Traffic

– LinkedIn and Facebook Organic Activities: Strengthened brand presence and engagement through regular updates, interactions and content sharing.

– Increased Organic Traffic: The website’s rise in organic traffic highlighted the effectiveness of SEO and content strategies that naturally attracted users.

Industry:

Automotive Logistics and Technology