Any business going through the stages of development needs to attract new customers.
A properly formed strategy will help you with this issue. As well as correctly configured traffic channels will attract the relevant customers you need.
The goal of our cooperation is to help the company find clients who are interested in working in Poland, looking for vacancies, while in Ukraine, or living in Poland already.
We decided to launch an advertising campaign to generate leads and collect contact information. Namely: name and phone number from the interested applicant.
Lead generation is the process of collecting targeted contacts that a customer fills out in a form that is displayed in an ad.
One filled out form equals one lead.
This case will show you how to provide a client with 1478 leads in 3 months of launching and running targeted advertising (promotion period from August 13 to October 13).
The Client is the Polish agency Grant Service, which is engaged in the employment of Ukrainians and Poles in Poland.
The main issues that the Client faced were the instability of opening borders due to quarantine and the fear of crossing the Ukraine-Poland borders.
This was the first experience of attracting clients on social networks for our Client.
The task, which we successfully continue to solve by means of SMM promotion, is to attract an interested audience for relocation and employment in Poland.
We analyzed the business and analyzed the competitors. And highlighted the features that made it possible to successfully set up advertising campaigns. In the first month of work (the period from 08/13/2020 - 09/13/2020), we received the result - 566 filled out lead-forms with targeted Facebook ads.
- budget per month — 560 PLN;
- cost per lead 1,67 PLN.
Fig. 1 — Result of the first month of work
It is very popular to work in Poland among Ukrainians. Wages at neighbors on the border are higher, living conditions meet European standards. Many of our citizens go to work seasonally, and some remain for permanent residence.
It is difficult to find a job, apply for a visa, and take care of accommodation on your own. Most Ukrainians go to employment agencies for help with paperwork and job selection. The agency takes on the most difficult part of the work and takes care of the comfortable accompaniment of the Client.
1. Strategy development
Driving traffic to the website was not a priority for us. We were confident that lead generation would be enough to get maximum response and results, even with a minimal budget for SMM.
Setting up targeted advertising on social networks has its own nuances - it is necessary to choose the right placement, taking into account not only interests, but also age.
We decided to look for applicants on Instagram and Facebook by collecting contact information for further calls and consultations. Our Client has provided current vacancies for which it is necessary to find employees.
Targeted promotion in Facebook Ads allows you to show ads to those users who are more likely to take a targeted action (like, page view, filling out a form, etc.). This happens by collecting and setting up the required audience.
We targeted advertising at women and men 18-55 years old who were interested in finding a job while living in Ukraine.
We excluded the Instagram placement after the first test campaigns as there were fewer applications from Instagram at a higher cost.
Audience analysis showed that interest in advertising is shown by an age audience of 35+, which means Facebook is a more suitable platform for promotion.
404 leads were received in the first month. At the same time, on the Facebook page, which we simultaneously filled with content, there were more than 100 targeted requests (incoming messages).
We decided to adhere to this strategy to get contacts of interested applicants for further work. Read on to find out how often you need to publish content to increase audience engagement 35 times.
2. Content plan and account filling
You need to have a consistent style on your account page to attract traffic. To do this, we have developed a cover taking into account the main colors (blue, white) for the agency:
Fig. 2 — Facebook public cover
Cover is the first page element that users see when they navigate to the page.
This banner is the largest image. Its originality and usefulness will set you apart from hundreds of other pages.
In our version, we have placed basic information:
- name;
- contacts;
- short description;
- provided services;
- e-mail.
This format of cover content is best for a first visual introduction to an agency that provides job search services. You do not have to scroll down, but immediately can call and find out the information that you interested in.
Brand colors are also followed in publication for job posting:
Fig. 3 — Image for the textile packer vacancy
A single color scheme completes the overall corporate identity - so it is easier for users to associate the information they see with the company that provides it.
We published material on Facebook and Instagram (cross-posting). This is what an Instagram account looks like:
Fig. 4 — Grant Service Instagram account
The same style can be traced here, although the arrangement of elements on Facebook and Instagram is fundamentally different.
Сontent plan is an important engagement factor. It defines the information to be published and the frequency of publication.
Job offers should be diluted with useful informational content. Targeted posts should be no more than a third of the total. It is worth publishing a post every 1-2 days: so they will not forget about you, and you will not annoy your potential customers.
Posts in which you answer common questions or write guides multiply the interest of the audience.
Fig. 5 — Applicants will find useful information about work visas
The page should be interesting, and educational information helps with it. However, the content should be really useful and relevant. Otherwise, the audience will quickly lose interest in your company.
A smoothly running strategy will definitely yield positive results. See what we have achieved in a month!
Fig. 6 — Result for the period (July-August 2020)
Reach is the total number of times posts have been shown on screens.
Engagement is a quantitative measure of interactions with ads.
3. Advertising campaigns setting up
The goal of our campaigns was to generate leads.
Similar to setting up advertising campaigns in Google Ads, you need:
- set up the timing;
- set a budget;
- choose a bidding strategy #
- add creatives (images, title, description).
You can also choose display locations (all kinds of Facebook and Instagram placements, and partner platforms).
Fig. 7 — Set up ad campaigns
There are 2 types of bid strategies on Facebook that depend on the goal of the advertising campaign. Both are available for lead generation:
- Lowest cost. Spends the entire budget, each lead is bought at the lowest cost.
- Target cost. The average cost per lead will be as close as possible to the target set.
The bidding strategy is chosen based on the result you want to get. If you need to optimize costs, use the second one. If you need volumes - the first one.
We used the "Lowest cost" for our campaigns, as we need to get the maximum number of applications from users at the lowest cost.
To invite the attention of applicants, we launched creatives with job descriptions, where we indicate:
- salary;
- city;
- responsibilities;
- accommodation;
- requirements;
- appeal to leave a request through the form in the ad.
In the text of publications, it is imperative to tell everything that the user may be interested in (USP) and give him an idea of what he can count on if he contacts the Client's company.
There shouldn't be a lot of text, but we managed to give the audience as much data as possible. This is the recipe for successful advertising: a short, relevant job description combined with an image in the style of the main Facebook page.
Рис. 8 - Приклади рекламних оголошень
Fig. 8 — Examples of ads
4. Indicators achieved
As we write this case, cooperation with the Client continues for the 3rd month (August 2020 - November 2020).
1478 leads in total were received during the specified period. That is why our Client continuing cooperate to this day and work with us as a well-coordinated team
The average cost per lead is 0.88 PLN (≈ 6.5 UAH). This is an excellent result with minimal advertising costs.
More than 10 targeted requests are received on the Facebook page per day. This is +300 or more requests per month from those who are really interested in working and moving to Poland.
5. Scaling Ads
We always offer the Client various ways to solve the problem. We are interested in developing our business and reaching high performance with a minimum budget. To do this, we offer ideas for scaling advertising campaigns.
In October, we jointly decided to test the Ukrainian audience living in Poland. These people are more inclined to make a quick decision, because they are already in Poland, and they know exactly which cities and what professions they would like to receive in the offer from the employment agency.
Faced with audience burnout, when the number of leads decreased, we replaced creatives, tried to make the ad bright in order to immediately convey the meaning of the proposal.
Conclusions
Targeted advertising easily copes with the task of increasing the Company's income.
For 3 months of work, we have reached the result of 1478 targeted leads, which motivates us but does not stop us, as new ideas always appear.
The priority of our work is to optimize and improve advertising campaigns that will increase the income of your business.
