Social Media Ad Copywriting
Orbit Industries: Facebook Ads for Lead Generation
Project: Orbit, a manufacturer of electrical construction products, wanted to break into a new market of A/V and fire protection installers. Orbit’s popular FA-UMAB seemed like the best “bait” for capturing leads from this market. A paid social media campaign seemed to be the best way to drive those leads and test hypothesis.
Strategy: After evaluating audience size and costs, Facebook seemed like the best platform to use. We chose a ‘Lead Generation’ CTA leading to a Facebook-native form page where prospects could request free samples of the product. Ad creative consisted of a video and short text that called out the most common pain point for installers. In total we reached 42K people and produced 169 leads – 85 of which were “qualified” and 7 which turned into actual sales.
Orbit: LinkedIn Copy for UGC Contest
Project: I wanted to raise awareness for Orbit’s user-generated photo contest (a program that I piloted) in order to get more contractors to submit product photos from the field.
Strategy: Throughout each quarterly contest period, we would pepper our social channels with a few posts reminding followers (and employees) of the contest deadline. At the end, we would celebrate a “winner” and showcase their unique installation photo featuring one of our products.
Orbit: LinkedIn Copy, People Focused
Project: This post aimed to increase awareness of Orbit’s semi-annual Contractor Panels, where contractors are invited to collaborate with the company and each other on topics of prefabrication.
Strategy: I crafted copy for the caption and designed the image. This is a great example of how we tried capitalized on ‘human-interest’, using company photo ops wherever possible in our social media for higher engagement. I also posted on Friday to take advantage of the #FBF hashtag.
Orbit: LinkedIn Copy for Product Award Push
Project: Getting industry awards from trade publications is a BIG deal for manufacturers like Orbit. They wanted to make sure that the news spread far and wide.
Strategy: Upon notice that our products won an award, I made a habit of immediately announcing the win on our social channels, followed by email and print. For this particular product, we won two awards (so we got to make noise on two separate occasions!). These little updates helped us keep the excitement going for new products, without needing to create new content from whole cloth.
Orbit: LinkedIn Copy for New Catalog Push
Project: Orbit wanted a way to increase awareness of its literature updates, which made great conversation-starters for our Sales team calling on distributors and contractors.
Strategy: I crafted copy for the caption and designed the image. During my time at Orbit, we did many similar social posts focusing solely on literature (either new, updated, or just keeping existing collateral top-of-mind). Whenever possible, I would time these posts to occur alongside a related email or print campaign to amplify the message.
Orbit: Facebook Boosted Posts for COVID-19
Project: During the pandemic, Orbit wanted to highlight products and services that could be deployed in temporary hospital projects, which were numerous at the time. We needed a quick (yet low cost) way to get the word out our prefab services and retrofit J-box products.
Strategy: We decided to try boosted Facebook posts to amplify these solutions. Not only would it put our post in front of a wider audience, but it would help ensure our current audience (including employees and partners) saw the post. I wrote the copy, using trending and relevant hashtags of the moment, to help maximize our Cost per Post Engagement.
Loop Media: Spec LinkedIn Ad
Project: Orbit, a manufacturer of electrical construction products, wanted to break into a new market of A/V and fire protection installers. Orbit’s popular FA-UMAB seemed like the best “bait” for capturing leads from this market. A paid social media campaign seemed to be the best way to drive those leads and test hypothesis.
Strategy: After evaluating audience size and costs, Facebook seemed like the best platform to use. We chose a ‘Lead Generation’ CTA leading to a Facebook-native form page where prospects could request free samples of the product. Ad creative consisted of a video and short text that called out the most common pain point for installers. In total we reached 42K people and produced 169 leads – 85 of which were “qualified” and 7 which turned into actual sales.
SEO Agency: Spec LinkedIn Ad
Project: I wanted to raise awareness for Orbit’s user-generated photo contest (a program that I piloted) in order to get more contractors to submit product photos from the field.
Strategy: Throughout each quarterly contest period, we would pepper our social channels with a few posts reminding followers (and employees) of the contest deadline. At the end, we would celebrate a “winner” and showcase their unique installation photo featuring one of our products.
ServiceTitan: Spec Facebook Ad
Project: Orbit, a manufacturer of electrical construction products, wanted to break into a new market of A/V and fire protection installers. Orbit’s popular FA-UMAB seemed like the best “bait” for capturing leads from this market. A paid social media campaign seemed to be the best way to drive those leads and test hypothesis.
Strategy: After evaluating audience size and costs, Facebook seemed like the best platform to use. We chose a ‘Lead Generation’ CTA leading to a Facebook-native form page where prospects could request free samples of the product. Ad creative consisted of a video and short text that called out the most common pain point for installers. In total we reached 42K people and produced 169 leads – 85 of which were “qualified” and 7 which turned into actual sales.