Banksia LinkedIn ads
Banksia Strategic Partners wanted to explore new avenues that could generate demand for their services. We used LinkedIn’s Smartlinks feature to maximise case study assets and gain hundreds of MQLs.
A strategic communications firm, Banksia has worked with some of Australia’s biggest companies to support their communication strategies, PR responses, and conflict resolution.
This extensive experience is highly valuable and sought after by their prospects – so it only made sense to use case studies of their work as part of a demand generation campaign.
WHAT WE DID:
The challenge
Banksia wanted to create more avenues for conversions and drive more leads. However, it is not always easy to know what message will resonate or even what audience to target.
LinkedIn ads provide the opportunity to test different messaging and audiences, helping to identify what resonates most and where spending can be maximised to get the best results.
The strategy
The success of earlier LinkedIn ad campaigns that utilised the Smartlinks feature (which enables us to host gated assets on the LinkedIn platform) was the catalyst for this campaign. Smartlinks offers an easier conversion path for users when compared to other landing pages.
We knew that Banksia’s market often gravitates towards stories, and targets that are early in their buying journey identify more with other businesses who share their problems.
We decided to leverage a case study from one of Banksia’s biggest clients, Telstra, as a form of social proof that would resonate with our target audience.
The work
The result
The ads proved to be incredibly successful, garnering a click-through rate 10% higher than the average. More than a quarter of those who clicked the ad then provided their details to access the case study.
