Expanding Marketing Channels
After successfully scaling the PPC efforts, we decided it was time to introduce Facebook & Instagram as a channel that could be used to gain brand awareness and increase weekly lead flow. As a Direct To Consumer company with no physical showrooms in the United States, it was important CabinetDirect.com be on a platform that visually displayed the variety of cabinet styles, colors, and features. Our team opted to use video ads focusing on best practice 15 second & 6-second companion ads. The ads successfully showcased the bold & traditional styles that previous customers had built out in their homes. The 15 video ads were used in our prospecting campaigns finding new customers we weren’t able to reach on Google while our 6-second ads were used as remarketing ads sent to those who had engaged in the ad but didn’t convert. All of the ads aligned with the goal of conversion while using custom campaign parameters to track the leads from Sales Qualified Lead to Closed Sale.