Integrated Digital Lead Gen Campaign
Northland Communications provides cable, internet, and phone services to consumers in markets across the U.S. Our integrated campaign spoke to the need for speed with digital, TV, radio, outdoor, and direct marketing touting Internet so fast it needed its own word – Reallycrazysuperfast.
The digital strategy for this campaign focused on reaching and converting our very specific target audience – people within geographies who were eligible for Northland's internet service. We utilized geographic and behavioral targeting to zero in on prospects and first and third party data helped us identify new, current and look-a-like audiences. Pay-per-click search engine marketing was optimized to drive lead conversion rates.
Our digital efforts paid off and over a period of eight months, traffic from our paid search strategy more than tripled, Northland’s overall website visits increased by 23% and conversions on the site more than doubled.