When I asked her why she thought it was so effective, she said, 'It was pretty unique as far as videos go.' 'All in all, our goal was to get eyes on the video, and we were using video views as our main objective and leads second,' explained marketing manager Tory Wegner.

It featured a video with branded language around the theme of becoming a 'superhero' by using 'the world's first B2B super squad.' There was a link to capture interested leads at the end of the copy. They promoted a post, with the goal of increasing brand awareness and video views specifically. Leveraged testimonials and UGC video to build trust and interestīreadcrumbs is an innovative contact and lead scoring tool, and they started strong with bright, branded imagery that you see across their site, blog, and social media. Understood their audience and focused on their primary pain points and motivations Used smart targeting to find high-value cold audience membersĬreated a funnel to capture user interest and nurture it The next ads in the funnel take users to a landing page where they can set up a phone call with an enrollment specialist. Social Media College also used both interest-based targeting and lookalike audiences, before then retargeting users who viewed the landing page after clicking the ad.

Clicking on the ad took users to a video sales letter that explained how you can grow a business with social media 'without missing a bedtime story.' The team explained to me that this was a top-of-funnel ad: they wanted to show their audience that a social media career was The Answer.

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