The RGP has utilized digital advertising for brand awareness but also incorporated lead-generation campaigns tied to specific assets and industries. For the RGP, this program has rapidly elevated to become one of our most effective strategies:
- It allows us to expand beyond our current customer reach – we’re getting in front of people who didn’t know we exist
- We’re still able to target a specific audience and we’re able to reach that audience quicker
- It’s extremely cost-effective
Like all effective marketing strategies, digital advertising requires meaningful, impactful, relevant content that will get the audience to engage and respond. The RGP continuously invests considerable time and resources into developing creative content of most benefit to its target audiences.
Primary digital advertising campaigns over the last two years have included:
Sites & Buildings – this campaign targets a national audience promoting building inventory and shovel-ready sites in Northwest Ohio
Business Retention & Expansion – this targets Northwest Ohio businesses, educating them of opportunities available through the RGP to help in their expansion plans
Small Business Grant – this campaign promotes the JobsOhio grant available to Ohio businesses with projects that meet certain criteria
Periodic measuring of the program allows the RGP to adjust or pivot the focus of campaigns as necessary, as well as to refine messaging and address new potential areas of focus.
Digital Advertising Q3 Results:
- 90 leads (tripling the target)
- Leads included form submissions, brochure downloads and phone calls
- Google Search generated all but three leads
- The campaigns drive 62% of all website traffic
- All three campaigns are among the top 10 web pages visited