Aikenhasit.com Campaign excelling at six months
www.aikenhasit.com is the innovative new directory featuring the over 1,000 members of the Aiken Chamber. Aikenhasit.com showcases Chamber members through a stunning and interactive grid layout designed to make it easier for people looking for products and services in the Aiken area.
A digital marketing campaign was launched September 1 and was designed to reach residents of the CSRA as well as the Washington D.C. metro area. The D.C. area was included to reach the individuals and families relocating to the area for jobs in the cyber industry.
The first six months of the campaign consisted of two elements that were designed to build initial awareness. The first was a Google Ad Words campaign (also known as paid search). This element ensured the aikenhasit website appeared at the top of the search page results when people are looking for information on the Aiken area. The second element leveraged user lifestyle and demographic data on Facebook and provided the Chamber the opportunity to highlight the many attractive qualities of Aiken.
The Google Ad Words Campaign (paid search) did an effective job at routing people who were searching for shopping, things to do, real-estate and career opportunities in Aiken to www.aikenhasit.com. The ads appeared on over 37,000 results pages and routed over 1,117 people to the website in the first six months.
The social media (Facebook) portion of the marketing campaign has far exceeded any expectations. In the first six months the ads were delivered over 294,874 times and have been clicked on 14,369 times. Simply stated the ads have reached a tremendous number of people on Facebook and successfully routed them to www.aikenhasit.com to view the 1,000 plus Chamber member businesses and organizations featured on the site.
The incredible success of the social media campaign has resulted in a change of strategy for the next six months. The paid search on Google has been discontinued and all focus placed on the social campaign. Within the social campaign 75 percent of all ads will focus on areas outside the Aiken market with specific emphasis in the D.C. area where many individuals will be relocating from for cyber jobs in our area. The additional 25 percent of the ads will focus on the local market.
The two overarching recommendations of the Compelling Place to Live Task Force report issued in August were to:
- create an aggressive image and marketing strategy to recruit and retain the future workforce of Aiken
- utilize digital tools to market Aiken and share Aiken resources with community members.
The Aikenhasit digital marketing campaign supports the Chamber’s efforts to showcase Aiken as a great place to eat, shop, live and play. “We want to make sure that Aiken is on the radar of individuals relocating and share with them our wonderful community its many amenities for working families,” said Aiken Chamber President/CEO J. David Jameson. “It is also important to continually remind area residents to shop Aiken for all their needs.”
All Chamber members with a website received a complimentary box on the site. Each box on the site links directly to the member’s website allowing each business to have dynamic information available to the user rather than contact information alone. Google analytics for the first six months showed 20,331 pageviews on the site.
Members that have chosen enhanced placement on the aikenhasit.com site are also featured on one of the digital signs that was added to the Aiken Chamber lobby during the Centennial Project. This is an added benefit for enhanced sponsors and allows members to reach the many guests that visit the Chamber office.
BY THE NUMBERS
A recent Wordstream study of 256 U.S. based Facebook advertising campaigns has provided benchmarks to shoot for when conducting social campaigns.
Click-through-rate, CTR, is defined as the percentage of times Facebook users see an ad and click on the link.
The average CTR for Facebook Ads in the Wordstream study was 0.90 percent. The Aiken Chamber social media campaign is excelling compared to the average with a CTR of 5.05 percent, and continual adjustments with imagery and wording are being made to continue this exceptional trend.
The following ads are currently being used for the social campaign.