We elected to use three media to reach the credit union’s target audience and thus increase its number of loan applications. These three – social media marketing, display advertising, and search engine marketing – work in tandem to move a potential customer through the marketing funnel, from awareness to conversion.
▹ Social Media Marketing – We sent ads to Facebook and Instagram users who had demonstrated interest in a mortgage loan or matched a persona of one who may be interested in a mortgage loan.
▹ Doppio Display – We used Doppio®, our proprietary targeting platform, to target potential customers with display ads as they browsed the internet. Doppio® allowed us to target FLA-friendly audience segments at a household level, decreasing wasteful spending and allowing us to only send ads to those with interest.
▹ Search Engine Marketing – We placed ads on specific keywords and phrases that matched the product we were trying to sell – mortgage loans. Therefore, only those with a demonstrated interest in mortgage loans (they made a Google search!) received our ad placements.