A case study and guide by MaxAudience of how using Instagram ads can improve your lead and conversion ratio.
US Space Force (USSF) is the newest branch of the Armed Forces that was established within the Department of the Air Force in December 2019.
The Space Force was looking to triple its number of recruits by the end of 2021, which means that they needed to look beyond transferring recruits from the Air Force and replace recruits for the Air Force as pull from that pool of individuals as quickly as possible.
The Air Force Recruiting 337th Recruiting Squadron had found success working with MaxAudience over the past several years on social media marketing campaigns with amazing results. So, it was no surprise that the Space Force recruiting campaign was also given to digital marketing agency MaxAudience to execute.
The US Space Force needed to get qualified leads in a short period of time. They have a specific target audience and want to increase their options as well as funnel leads to the Air Force if the space program is not a good fit. The budget that was given to MaxAudience also needed to be met as there was only a very specific amount given for the entire campaign, so the cost per click (CPC) would be important.
The overall strategy was designed to focus on the ad campaigns to reach the qualified targeted audience. Instagram ads are sometimes overlooked when considering social media platforms for cost-per-click (CPC) campaigns. However, if the ads are set up and created with purpose, they are an effective lead generating source.
Studies have shown that 80% of Instagram accounts follow a business on Instagram, which gives marketers a starting point. Instagram Ads offer precise targeting options such as location, demographics, interests, behaviors, custom audiences, lookalike audiences, and automated targeting.
Instagram lead ads will collect viewers’ information and give specific details about them. Instagram also offers the feature of pre-filled sections to the forms, which means that the forms have a higher percentage rate of getting filled out. The ease for a viewer to fill in information has a significant return impact.
Implementing the Strategy
The US Space Force Recruiting Squadron needed MaxAudience to create social profiles both on Facebook and Instagram. When creating Instagram leads, you need to have a business account and a Facebook Page. All ads for either social media platforms are created in Facebook Ad Manager.
The ads were created specifically with the target audience and locations in mind for the Recruiting Squadron. The next step focused create engaging content that optimizes keywords and speaks to the target audience along with images that are relevant. The ads spoke of the highlights of being a part of the US Space Force and Air Force community.
Once the ads were created and designed MaxAudience then made sure to create a landing page that matched the ads and gave more detailed information with a call to action (CTA). A landing page needs to be a visual experience with content that matches what the viewers are expecting to find. No matter what the landing page is about it must be concise, clear, and appealing for someone to fill out the information.
Since MaxAudience has been working on the Instagram ads. The cost per lead for the campaign was 600% cheaper than other Air Force Ad campaign. Which was very important to the budget and so that the ads can run for a longer period of time.
Social media ads can drive brand awareness, increase conversions, and close deals when done correctly. Instagram ads are a key tool for any social media marketer.
Mark McIntyre, MaxAudience CEO stated:
When I caught wind that we were going to be running possibly the first ever Space Force recruiting ad, I was awestruck.
MaxAudience is a strategic brand and marketing consultancy with online lead generation and conversion at its core.