AAF has been the market leader in Australia for nearly 40 years with a long list of achievements, award-winning projects and procedures that set industry standards. However, as the building sector evolves faster and adapts to the digitalised world, AAF needs online communication strategies to strengthen brand awareness and introduce their services to a new wave of architects, builders, designers and fabricators.
Referred by another client in the building sector, SOY proposed a 2-phase social media strategy to help AAF approach their target audience:
Refresh company profiles for AAF on LinkedIn, Facebook, Instagram
Always-on content of three posts per week to keep away from spamming B2B audience
Run trial ads on all channels to gain data and assess
Power up advertising, especially on LinkedIn, using learnt insights
Refine target audience using current database and filtering tools
Match social media with website redevelopment, content marketing, email marketing – all of which AAF also entrusts to SOY.
The data were collected after managing profiles for a year and running ads for 3 months:
Clicks back to landing pages on the website
Number of people who have seen our ads on Facebook and LinkedIn
New page like and follow on Facebook company page
Cost-per-Click is 3 times cheaper than Facebook average
Click-Through-Rate is 36% higher than Facebook average
Cost-per-Click is approx. half of LinkedIn average