This client offers sales and support for a variety of sophisticated, analytical instruments for commercial and scientific use. In short – they sell revolutionary tech.
* Due to the details we share in this case study, we’ve withheld our client’s name for privacy reasons.
This client provides the sales and support of advanced technological solutions for professionals in waste management, HAZMAT, construction and safety industries across Australia and New Zealand.
One of our client’s key products is a device that instantly tests for the on-site presence of several types of asbestos. Speedy detecting asbestos is a huge problem for the building industry, as detection relies on lab-based testing of samples taken on-site. This is time-consuming but, more crucially, it presents immediate health risks to those already working on a potentially dangerous site.
This client had a very niche product they wanted to promote, and they identified an opportunity to solve a major issue for today’s construction and surveying industry. The client’s product is watertight and revolutionary – it’s finding their niche audience that is the real challenge here.
We believed approaching Google AdWords as a channel option to promote their asbestos detection product would not attract the right kind of leads likely to go on and purchase. AdWords was too broad and attracting a lot of ‘Home Reno’ kind of people seeking cheap, one-time-use kits.
This client are selling a specialist item, designed for industry experts, who want a heightened level of safety in their profession – and are willing to invest in it. As we needed an audience of professionals, Oddball turned their strategic focus to the skill-based social media platform: LinkedIn.
The Oddball Approach
We took the “go small first, grow later” approach. Rather than cast our net wide, we wanted viable, high-quality leads for our client. We chose to focus on LinkedIn as the primary platform to promote the asbestos detection device our client supplies in a tailored campaign, as it provided access to an instant database of industry-specific professionals. We began the process of narrowing down the LinkedIn audience to find the ideal customer types who may be interested in our client’s product – Job Titles and Skills relating to Asbestos Detection & Industrial Hazmat Services.
We accompanied the LinkedIn campaign with a specialised landing page featuring informative details on the asbestos detection advice, and the life-saving impact it could have when implemented. This landing page complemented the social post, driving high-quality leads to enquire about the client’s hero product.
Oddball’s product-focused strategy included:
- Locating more than 8000+ LinkedIn professionals skilled in asbestos detection, construction, safety, HAZMAT or waste management
- Sponsored content to a target audience – boosted post promoted on LinkedIn
- Producing awareness raising content around the client’s product
- Producing action-inducing content around the client’s product
- Creating a targeted, optimised landing page to drive conversions
This unique promotional campaign of a highly valuable, niche product allowed us to test our knowledge and expertise in the areas of user behaviour and user intent.
Initial stages of this campaign:
- Total spend: $1302.04. Average Cost Per Click: $3.41.
- Average asbestos detection unit worth roughly $40K
- Generated 30+ high quality leads at a cost of less than $50 per lead.
- Contact list who receive monthly email updates
- Sales staff can connect LinkedIn contacts with customer profiles for greater understanding of their needs.
Unfortunately it was difficult to directly track how devices were sold as a result of the LinkedIn tailored campaign. But – assuming this client sold even ONE as a result – they are leaps and bounds ahead.
We were confident in our approach to not use Google Ads (which is a common go-to solution for businesses looking to promote a product). We therefore spared this client a great waste of time and budget by advising them that leads through Google Ads and the keywords they may use would likely fall into the laps of homeowners on a small budget – low quality leads who couldn’t afford their product for a one-off renovation. By investing their marketing budget in a buyer-focused campaign launching on LinkedIn, we were able to drive high-quality leads to their door.