Organic Campaign

Timeframe: 11/27/24- 3/3/25

Performance: When measuring success of the organic campaign, we reviewed two key metrics including the LinkedIn company page growth along with the performance of the individual content that we posted.

Account Growth: Since the organic campaign launch, the account has gained 53 new followers, which is a 43% increase. The LinkedIn page received more than 500 page views during this timeframe, and the number of unique visitors increased by 34%. Of these visitors, most of them work in Manufacturing, Business Consulting and Services, and Transportation, Logistics, Supply Chain and Storage.

Content Performance: During the campaign timeframe, OWC posted 2x a week on Klesk Metal Stamping’s LinkedIn, totaling to be 25 posts. This content, whether it was graphics or images, reached 3,379 LinkedIn members. The reach indicates that despite the profile’s following being less than 200 followers, posting on social media consistently still allowed us reach a large number of members outside of an account’s following. The content received a total of 276 social reactions (i.e., likes, comments, reposts) and the engagement rate for the content was 15.3%, which is more than 3x the standard LinkedIn engagement rate for profile posts.

Learnings & Recommendations: The engagement rate performed significantly above industry benchmarks, highlighting that the content was engaging and informative for users. The engagement rate was also was much higher than the paid ad campaign, which is expected since organic posts reach an audience that has already showed interest in services by following the company page, whereas paid ads reach a much larger audience who may not be seeking the services at the time of seeing the post.

As previously mentioning, the creative that performed the strongest were images (particularly ones that showed people) and carousel posts (which offer multiple slides that allow users to swipe through slides).

The company's LinkedIn page experienced notable growth in both followers and profile visits, demonstrating the impact of a strong organic social media strategy. This underscores the importance of maintaining a digital presence, not only to enhance visibility but also to build trust and credibility within the industry. The rise in engagement indicates that potential clients and industry peers are drawn to businesses that actively showcase their expertise, provide educational content, and share authentic moments from inside the business. OWC recommends that Klesk Metal Stamping continue to post on LinkedIn consistently, so that the account can keep growing and providing brand awareness for the business.

Highlights

Visitor Highlights

Paid Ad Campaign Overview

Timeframe: 1/21/25 - 3/3/25

Performance: When measuring success of the paid ad campaign, we reviewed the campaign’s reach (number of users who saw the ads), the number of users who engaged with the ads, impact on the website traffic, and the performance of the various ad creative.

The ad campaign drove significant reach and awareness across Klesk Metal Stamping’s audience on LinkedIn, with the campaign reaching more than 39,344 LinkedIn accounts. This impact was visible outside of just LinkedIn performance, but when we reviewed the website’s traffic and the number of leads that Google’s Ads were driving. The overall average engagement rate for the ads was .53% which is in line with LinkedIn’s standard benchmark.

When comparing the performance of the two audiences, Csuite/Owners/Presidents audience had a higher engagement rate, meaning they interacted more with the ads more (whether it was a click, like, comment, or visiting the LinkedIn company page). The ads that performed the strongest were the new creative that OWC designed and added to the mix mid-campaign (see below for top performing ads). The top performing ads for each audience performed above LinkedIn’s industry benchmark with the strongest ad achieving a 1.29% engagement rate.

Google Analytics tracked 2 leads who filled out the website’s contact form after clicking directly on the LinkedIn ad. However, if someone saw the ad but didn’t click on it—then later searched for 'Klesk Metal Stamping' on their own—we wouldn’t be able to track that back to LinkedIn. That said, we did notice an increase in conversions from Google Ads, which suggests that some LinkedIn users searched for the business separately, saw our Google Ads, and then submitted a lead form through that source.

Learnings & Recommendations: The ad campaign drove strong awareness for Klesk Metal Stamping and we saw this impact across the website traffic and the number of leads that were gained through Google Ads. As for the creative, the creation and addition of the new ads helped boost campaign engagement. When reviewing the style of ad that performed the best, the Csuite/Owners/Presidents audience engaged the most with the ad that mentioned “your business”. This messaging might’ve resonated the best with this audience due to it speaking directly to the person, since they are in leadership position where they either own or run a business.

Highlights

OWC Performance Feedback