We had to start from square one because CultureCon had no audiences, previous registration history, or account data. We created customer personas and developed identifiers such as interests, skills, groups, job titles, and organization size. This research led us to LinkedIn Ads, Facebook Ads, and Google Ads.
With no knowledge of what platform or audience type would perform best, we meticulously structured our campaigns in a way that allowed us to export data to compare platform, audience, and message side by side. During the last half of the campaign, we collected enough data to make decisions on top performers, allowing us to optimize and become profitable.
Our efforts in 2018 gave us a huge head start in 2019. Although we had plenty of data to analyze, we still needed to improve results. To achieve better results, we first analyzed the platform performance and allocated budgets accordingly. Additionally, we had had a more robust remarketing strategy due to 2018 registrations and more web and social traffic to work with which helped achieve better results. This allowed us to test a unique strategy to leverage each platform’s strengths, while limiting its weakness.
While prospecting performed better on LinkedIn compared to Facebook, remarketing was significantly cheaper on Facebook. Accordingly, we put the majority of our prospecting budget in LinkedIn prospecting audiences, while utilizing Facebook for the majority of our remarketing efforts. Google was used to remain present when prospects were searching for high intent keywords that indicated they were looking for conferences and learning experiences related to workplace culture.