LinkedIn was chosen as our channel due to its highly specialized options for targeting at specialized companies and the right decision-makers within those companies. Our LinkedIn ad budget was 8 000€.
Our inclusion of China as a target country dictated our choice of ad format: we used single image ads, with English copy, as this way there was no need for a China-specific verification process, which would have been mandatory had we used video ads or Chinese language content.
We chose to set up a sponsored content campaign to build awareness and to direct visitors to the landing page to learn about Pankaboard’s USPs, and a lead generation campaign to offer the audience our gated content, a Quick Guide for cap seal manufacturers, conveniently with a pre-filled form. These Marketing Qualified Leads were nurtured with an email flow using the Sharpspring marketing automation system.
Additionally, we set up a LinkedIn remarketing campaign to reconnect with website visitors not yet converted, followed by a conversation ad campaign offering warmed-up audiences multiple options, including an easy conversion point with a pre-filled form.
Our final conversion point was an order for carton board samples: potential buyers who placed an order became Sales Qualified Leads, to be contacted by sales.