On channels, we were pretty clear for the onset that Meta (Facebook and Instagram) as well as LinkedIn were going to be our winners. They allowed us to target employees at the major consulting firms. We were able to confirm this with about a month of ads testing. We also tried Reddit, but that didn’t pan out.
Beyond social media, we had a few important impacts. One was creative strategy. Getting the right creative in front of folks was essential to success. Another was email optimization. We helped them with their nurturing, ensuring that people who signed up for their newsletter were getting follow up emails about the org, and that the open rates and content of those emails was engaging. CFI was already quite good on the email front.
Hi Rebecca,
On channels, we were pretty clear for the onset that Meta (Facebook and Instagram) as well as LinkedIn were going to be our winners. They allowed us to target employees at the major consulting firms. We were able to confirm this with about a month of ads testing. We also tried Reddit, but that didn’t pan out.
Beyond social media, we had a few important impacts. One was creative strategy. Getting the right creative in front of folks was essential to success. Another was email optimization. We helped them with their nurturing, ensuring that people who signed up for their newsletter were getting follow up emails about the org, and that the open rates and content of those emails was engaging. CFI was already quite good on the email front.