After building a healthy Facebook community for Your Name Professional Brands, HMG-PLUS broadened focus to build up the brand’s already established Instagram account, leveraging the platform in numerous ways.
Initially, our objectives for the business-to-business company included building awareness, attracting new followers, and driving traffic to the website for further education. Our first flight was designed to drive website clicks by optimization and new followers by limiting ad delivery to Instagram. We successfully met our goals and found an added bonus: the users we drove to the website were registering to become new customers.
Based on this behavior analysis, we adjusted our objectives and optimized our second flight for registration conversions. Once registered and approved, we saw that these new customers began to shop, resulting in revenue that covered 85% of the original ad spend even when the ad was not designed to drive sales.
• 10% Increase in registrations
• 86.46% Increase in Instagram followers