Relevance of social media as a marketing platform is growing. Thanks to the rapid evolution of social media platforms and proliferation of smartphones, brands are provided with immense opportunity to market their products easily through social media channels like Facebook, Twitter, LinkedIn, and more.
Knowlarity, a cloud-based telephony service provider, is one among those companies which smartly leveraged the power of social media to market their brand among potential customers that spans several countries in the world.
Based in India, Knowlarity provides hosted IVR and call handling services to all types of companies. The company turned to Facebook to raise awareness of its services among start-ups and SMEs. The social platform helped the company generate quality leads on a mass scale and reach decision makers in organizations.
Targeting key decision makers in India, Knowlarity ran link ads and photo ads in the mobile and desktop News Feed. The campaign ran from November 2013 until March 2014.
The campaign brought 50 percent decrease in the cost per conversion, the company claims. It also brought 40 percent increase in the number of leads generated and 30 percent higher conversion rate than other channel.
More significantly, 40 percent of leads came directly from Facebook, which further substantiated the power of the social platform in marketing.
Commenting on the success of the campaign, Prateek Agarwal, head of Marketing, Knowlarity, said, “Facebook has been an awesome marketing partner. Through its large reach, various targeting mechanisms and advertising options, we’ve been able to reach and engage with customers, all while reducing the cost of each conversion by 50 percent. We plan to double our spend on Facebook this year.”
Reports reveal that Facebook has more than 1.3 billion monthly active users across the world. Also, 72 percent of the online adults visit Facebook at least once a month.