Social Media Advertising – It’s a Game Changer
We know we probably sound like a broken record, but the clubhouse leader in cost-per-lead when it comes to driver recruiting strategy remains social media advertising. The good news is social media advertising is still in its infancy, and the even better news is that we’re constantly identifying new avenues for our clients to take advantage of this media.
When we began implementing social advertising campaigns for our clients two years ago, it was centered primarily around Facebook and Twitter advertising that helped carriers build their fan and follower growth, and more importantly generate leads for recruiters. It sounds simple, but the management of these campaigns is complex, which is why we have an entire team dedicated to social advertising strategy and execution.
Today, the clients we employ social media advertising campaigns for are winning in cost-per-lead, and reaping the rewards the media is providing in their driver lead funnel. We’ve seen the cost-per-lead for social media advertising as low as under two dollars and the cost per follower/fan as low as under 25 cents. (Yep – you read that right – that’s pennies and dollars.) The leads are rich and the reach awarded by the additional fans and followers easily quantifies to success.
So, where do we go from here? Well, this quarter we introduced Instagram advertising as part of our social media advertising strategy, which is proving to be as successful as Facebook, and could surpass it (stay tuned for the verdict on that one!). In addition, we’re now offering remarketing for social media advertising, which allows us to serve up advertising in a driver’s social feed who has visited your landing page previously. In some cases, these campaigns are performing even better than traditional social media advertising campaigns.
So, what does this mean for you? Quite simply, if you’re not in the social media advertising game, it’s time to make this media part of your recruiting strategy. If social advertising is already part of your media mix, consider reviewing your budget and diversifying your campaign to include Instagram and/or remarketing. Don’t miss out on this game-changing strategy.