Sometimes, we come across clients at Mediaura that haven’t done much online advertising. This may sound surprising in a world where the internet seems to rule everything we do. But it is shockingly common: These businesses might be unsure of where to start or uncomfortable with the thought of advertising online. They could even be seeing reliable results from advertising through traditional means.
But businesses are not about stagnation, comfort, and limits. They’re about growth, innovation, and reaching as many people as possible. And businesses that have not fully committed to online advertising could greatly benefit from expanding outside of their comfort zone.
NV5 Geospatial was one of those clients for us.
Now, NV5 Geospatial is not a normal client. They’re a highly specialized company — providing technologies to utilities, construction companies, and engineering firms that often rely on government approval and long timelines to carry out their projects. In the past, they have leaned on traditional means to sell their products. While this can be effective, methods like email marketing and relying on salespeople often only tap into a small fraction of a potential audience. Through online display and search advertising, NV5 Geospatial could reach people who they had never interacted with before — and with less effort.
And that’s just what we did for them.
Because NV5 Geospatial’s products are so niche, we had to be precise with who we were targeting. We started with LinkedIn, tailoring our in-feed ads not only to specific types of companies but to people with specific job roles at those companies. For example, even though we knew we wanted to target government offices, we also wanted to make sure we were reaching the people in those offices who work with geodata. Through LinkedIn, we were able to narrow down our audience to these highly specialized workers.
In addition to advertising on social media, we wanted to blast NV5 Geospatial’s brand across the internet. We started with display ads, which follow potential customers from site to site as they browse the internet. Then, once we captured that audience’s attention, we began running Google search ads, to appear at the top of the internet behemoth’s result page.
At Mediaura, we’ve led campaigns like this before but never for a client like NV5 Geospatial. The specificity of their products did pose some challenges. For example, Google does not allow us to target display ads using the keyword “geospatial.” But we were able to clear this hurdle by taking notes from our client and engaging in geotargeting. We sent our ads to people in the geographic area surrounding the top utility companies in the United States. The results? Success.
For a client like NV5 Geospatial, our measure of a successful campaign is a little different. They’re not going to be scooping up fistfuls of new clients left and right, even with a highly effective swarm of new ads. This is because their target audience needs time to secure approval for their projects.
Instead, we want to see that our ads are actually reaching people, and that those people are engaged. We want to witness numbers that we don’t see from, say, relying on Tim in the sales department.
And we have with our campaigns for NV5 Geospatial.
During the first quarter of our work for NV5 Geospatial, our ads were seen 2.78 million times in the first quarter. This quarter, they’re experiencing even more impressions, with over 1.58 million flowing in from July 1-27.
That’s what happens when you embrace digital marketing and use Mediaura to do so.
Want to see those types of numbers for yourself? Reach out to us.