Campaign Goals and Objectives
Dean France, owns Tile Works, a company who for over two decades, has been transforming homes with expert tile work. Dean sought to increase appointment bookings and customer acquisition through Facebook advertising. While his business enjoyed a loyal customer base, the challenge lay in reaching new customers within his service area. Despite consistent presence on Facebook and getting good reviews, Tile Works was primarily seen by existing customers rather than expanding its audience.
Overcoming Challenges
Tile Works faced significant challenges in maximizing their Facebook advertising potential. Despite a strong existing presence on the platform, the company noticed:
- Lack of Diversity: Tile Works had a lack of diversity within their audience, indicating missed opportunities to reach new potential customers.
- Very Little Interest Via Direct Messages on the Platform: Tile Works, while recognizing Facebook as a valuable platform for generating leads and showcasing their work, struggled to convert platform engagement into tangible business inquiries through direct messages.
Strategies and Tactics
Boro Business Lab partnered with Tile Works to develop a strategic Facebook advertising campaign. The core focus areas were:
- Creating engaging content that showcased the transformative power of Tile Works' services. By highlighting before-and-after photos and real customer stories, the campaign aimed to captivate a wider audience and generate interest.
- Furthermore, the team diligently monitored advertising trends and platform updates to optimize ad performance and maximize return on investment (ROI). This included meticulous targeting, ad copy refinement, and budget allocation to ensure the right message reached the right people at the right time.
Results and Achievements
Boro Business Lab followed the practical steps of setting up good creative and solid ad copy. They also used a tried and true method of introducing the ad to Facebook. Once the ad was warm, they noticed the following results and achievement:
- The Facebook advertising campaign yielded impressive results for Tile Works.
- Inquiries: In the first 7 months, the business has received 138 direct inquiries, demonstrating a significant increase in lead generation. Each direct inquiry allowed Dean the opportunity to engage with a new client as the tile expert and convert those leads into faithful customers.
- Wider Audience: Additionally, the campaign expanded reach to 25,574 potential customers and garnered a total of 102,161 impressions. New people were being introduced to Tile Works as a leading tile expert due to the optimization of the ad campaign.
Conclusion
By entrusting Facebook advertising to Boro Business Lab, Tile Works experienced a substantial increase in appointment bookings and customer acquisition. The strategic approach, coupled with expert campaign management, proved to be far more effective than traditional methods like boosting posts. Tile Works now has the confidence of knowing their advertising dollars are being invested wisely, with measurable results and a growing customer base.
It undeniable: it’s important to use a data-driven, strategic approach to Facebook advertising. By focusing on creating compelling content, optimizing ad targeting, and continuously monitoring performance, businesses can achieve significant growth and success.
