Paid Social Media
Banner Solutions is a door hardware wholesaler that delivers to retailers, distributors, and locksmiths across the United States. Banner Solutions was established in March 2019 by combining the product offerings and expertise of Midwest Wholesale Hardware, Akron Hardware, Strauss Lock Distributors, Berg Wholesale, and Hardware Suppliers, Inc. They offer a variety of hardware and accessories for commercial and residential locks, door controls, electronic access controls, and more from suppliers such as Allegion, ASSA ABLOY, dormakaba, and others.
Banner Solutions needed a way to expand their brand reach and increase followers through their established LinkedIn profile. They wanted to market product content they already received from their suppliers.
We first identified the target audience based on users’ job functions and industries on LinkedIn. Then, we compiled article and video content from suppliers that would best interest the target audience. We developed a content calendar strategically timing different suppliers and content types while paying attention to LinkedIn’s recommended 80/20 content breakdown- 80% education and 20% product. We actively monitored the ads over time to determine which content types performed best to prepare for future campaigns.
From October 2018 to May 2019, we ran 44 ads which resulted in:
- A 36% increase in overall followers
- A 0.71% engagement rate average, 12x above the .054% platform average*
- A 0.64% click-through rate average, 60% above the 0.40% platform average**
- 68% of website social traffic coming from LinkedIn