Lead Generation in a Niche Market:
Church Salary
In a first-ever paid media campaign for Church Salary, we utilized a content strategy to generate 240 leads in a niche b2b market at a cost of under $2 per lead in under three weeks.
Church Salary is an HR advisory tool for church staff and leadership. During this campaign, they wanted to test the waters of a paid media strategy to generate leads. Utilizing a content piece about housing allowances for church employees, we were able to attract b2b leads with almost no testing runway and extremely limited ad spend. How did we do it?
By the Numbers:
Utilizing partner networks for targeting
Church Salary interacts closely with several other brands in their target market. We were able to integrate targeting from some of those other brands to increase the efficacy of the Church Salary campaign with a shorter testing period
Training the algorithm for precision
Faith-related targeting, let alone precise faith based job title targeting, is limited on most major social media platforms. We use a creative workaround approach, utilizing a combination of first-party data, related interest based targeting, and training of the Meta algorithm to find precisely the right target market.
Highly relevant content strategy
Church leaders, like many other b2b niche audiences, are limited in their time and attention span. We used a content piece that spoke to their felt need of limited resources for housing and the desire to steward their finances wisely in a concise, engaging way to attract and retain their attention.