The clinical pharmacology community is small, which limits the number of individuals that will attend ACCP’s live or on-demand events. Moreover, funding is often limited to support professional development, which makes vying for membership and event registration difficult. ACCP wanted to expand its reach and continue to stay in touch with people who visit its website, but do not create a profile.
ACCP wanted to capitalize on its strong organic social activity. Already using display advertising and retargeting through Multiview, ACCP opted to leverage paid social media to see if the targeting aspects could further drive traffic, engagement and conversions. Specific targets were developed based on job titles and a tiered list of companies or universities those targets work at.
“The Multiview team is easy to work with, very responsive and offers other marketing options without a hard sales push. The management of the account has exceeded our expectations and the creative team is superb.” - Nicole Rexer, Manager of Marketing & Website
Over the five months of its paid social campaign, ACCP experienced increased engagement on its Facebook and LinkedIn accounts, but just as important, also saw a related boost in website traffic. The LinkedIn campaign produced 864 engagements with a CTR of 2.38% and 16 conversions, while also adding 159 new followers. Facebook resulted in more than 1,500 link clicks, 286 page Likes and 45 post shares.