Case Study: Generating 50+ Bookings For A Moving Company
Like/Follower Increase MoM
Average Social Engagements Per Month
We built 7 of their Facebook city pages from scratch and increased social media following by +128%.
The client offers moving services across the United States. As they were growing and moving into new markets, they needed help building awareness of their brand within the moving industry and obtaining more bookings in key markets. They are a startup so we needed to develop a moving company marketing strategy in order for them to see the ROI for their efforts.
We devised a plan to get this moving company lead generation, brand affinity, and qualified bookings. To do this we employed both organic and paid digital marketing efforts to help achieve the client’s goals. What started as 0 followers on all of their social accounts grew to 3,217 in 5 months. Our efforts also helped them to achieve 52 bookings.
Objectives and Goals
Increase number of likes/follows on new city-specific Facebook pages
Encourage referrals and create brand advocates through sharing organic content that resonated with the target audience
Increase number of qualified page views through new city-specific landing pages
Bonus: Increased their bookings as a result of our social strategy
Marketing Strategy
We devised marketing strategies that were suitable for our campaign goals. While crafting, we took into account their local SEO, search engines results, Google my business page information, Google ads, web design, trends in the moving industry, and ultimately their current online presence, and online reviews. We wanted to create an organic and paid social advertising campaign that fits with their other marketing activities but also brought them the results they desired.
Organic Social
We shared city and local moving guides with content that people find useful when making a move. To engage our audience, we used a mix of video and high-quality static images, along with user-generated content and testimonials. We identified target markets and created respective social pages on Facebook for each city, including New York City, Philadelphia, Washington D.C., Chicago, Atlanta, Miami, and Seattle.
Likes and Follow Campaign
We researched what other moving companies were posting online, focusing on key competitors, both small businesses and larger companies, to identify which posts were getting the best engagement. We increased likes and follows on city-specific Facebook pages through user-generated content, customer testimonials, and brand advocates. By focusing on client offerings, we sorted our content into clusters such as stress-free, simple, and friendly. Our target audience was demographic and interest-based, considering factors such as income level, new job status, and more, and we further segmented our audience by city and gender.
Booking Campaign
We drove qualified traffic to each city’s booking page through paid social media advertising, particularly Facebook campaigns. We utilized high-quality videos, client testimonials, and user-generated content to engage our audience. Our targeting strategy focused on demographic and interest-based audiences, considering factors such as income level and new job status, and we further segmented our audience by city and gender.
Campaign Performance & Data
128%+
Like/Follower Increase MoM (Month over Month)
2,226
Average Social Engagements Per Month (Likes, Comments, Shares)
52
Confirmed Bookings
We built 7 unique city pages from scratch (on Facebook) which had an organic engagement rate of 4.04% with an average of 460 likes in each city
We went from 0 to 3,217 likes in 5 months with an average cost of $2.19 per like
Average of 4,783 landing page views per month where people engaged from the content marketing in our social campaigns to book a move
Across both paid ad campaigns, there were a total of 348,300 engagements (likes, follows, comments, and shares). This resulted in a 20% overall engagement rate and an average cost per engagement of just $0.11 for this moving business
