The challenge
Broadcast Intelligence is a highly valuable resource for writers, producers and film companies. Its database, Commissioner Index, provides valuable information about commissioners from top broadcasting channels like the BBC, ITV and Netflix, detailing the content genres and categories they’re looking to produce.
Whilst we are also running Google Search and display ads for Broadcast Intelligence, with the aim of increasing brand awareness and encouraging subscriptions to the Commissioner Index platform. Adding activity to LinkedIn was new territory for the company, and would make for a great opportunity to see how a different platform would impact the way the audience interacts with the brand.
The lead generation campaign would only run for one month on a limited budget. With such a short timescale, we’d have to be ruthlessly efficient in our decisions and optimisations to achieve the best ROI.
The solution
We put our LinkedIn ads expertise to work, starting by crafting the target audience using relevant job titles and industry categories. Major broadcasters were excluded from our audience to ensure that the tight budget allocation went towards more relevant companies.
To draw our audience in, we ran document ads teasing a sample commissioner profile. This offered them a taste of the kind of valuable information they would get access to if they signed up to the platform, and gave them the opportunity to view the full profile by completing the attached form.
The results
Thanks to our effective ad optimisation, we achieved a total of 17 leads during the single month the campaign was live and exceeded the KPI by 31%. The average cost per lead (CPL) of £116 also significantly outperformed the KPI of £160 – even more impressive considering LinkedIn’s highly targeted audiences usually results in higher costs per click.
The trial of LinkedIn lead generation was a success. Our efforts and expertise effectively topped up Broadcast Intelligence’s sales funnel and generated more interest in the Commissioner Index.
Other successes
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