With Care hospitality
In June 2021, the team from With Care hospitality joined us. The company had been established not too long ago, and is a facility services support provider. Specifically, With Care hospitality provides reinforcement of teams, whether on an interim basis or not, or helps with organisational changes within hospitality. Now it was time to think about how With Care hospitality could grow further through online marketing.
Objective simple: build long-term relationships with potential customers and increase brand awareness
The objective was simple: we needed to build long-term relationships with potential customers, and not unimportantly: as a fairly new company, we needed to work on brand awareness. In doing so, the target group was fairly clear: we needed to look for people who work within facility services, for example, such as hospitality managers, facility directors or hospitality coordinators. In doing so, it was important that we would target larger companies, of at least 500 employees.
Deploying LinkedIn ads for effective results
If your goal is to get in touch with potential customers, various channels are interesting: think Google Ads or social media ads. Just as there are many options to increase brand awareness: good campaigns can be devised for this via Display or YouTube ads, for example, where you reach as many people as possible for as little money as possible.
In this case, however, the target group was so specific and relatively limited that targeting the large masses via Display or YouTube, for example, would be shooting with hail. And vice versa: via Google Ads, we saw that there are very few searches on relevant search terms, so that would not be very effective. So we opted for ads via LinkedIn: this channel allowed us to target the right audience in a very targeted way, both to show With Care hospitality as a company and to get in touch with relevant people.
To meet both objectives, several ads were set up. The first were so-called lead ads that allowed us to collect contact details. For this, it was important to come up with a good decoy, with valuable information that the target audience would want to read in exchange for their contact details. So a checklist was written to determine whether your company’s hospitality was sufficient, so we could put it out in ads. In doing so, we made the algorithm work to collect as many leads as possible for as little money as possible.
Other ads were more general, to reach many relevant people. Targeting brand awareness, in other words, and here we had the algorithm optimised based on visitors: in order to get as many visitors to the website as possible given the budget.
Result: €26,05 per lead and a target group of which everyone had been reached several times
In the end, we saw the following results emerge:
- There was €26.05 paid per lead;
- Everyone within the target audience had been reached several times with our ads.
Now it became a matter of following up the leads: through an automated email funnel, potential clients were informed about With Care hospitality, and they could also be reached by phone. All in all, many new, potential customers got in touch with With Care hospitality, and other experiments were done with ads to build on the results.
This case shows that online marketing can also work for a field that may not be the sexiest, but whose target audience, like any other business, is active online. As long as you create appealing content and put it out in the right way, you will come a long way!
