Developing an always-on paid social approach with Juniper Education
Juniper Education provides schools, academies, and trusts across primary and secondary education with technology and expertise to deliver joined-up solutions for classrooms, the back office, staff development, and parent engagement.
Trusted by over 14,000 schools and 300+ MATs, Juniper’s market-leading products and expert-led services are used by 60-70% of all schools in England. The business, whose vision is to make a real difference in education and to children’s lives, offers a catalogue of high-value free resources on its website’s knowledge database. The resources – digital downloadable guides, webinars, and checklists – behave as lead magnets for their products and services by collecting data at the point of download.
Always-on, or “drip” marketing, was the perfect opportunity for Juniper to increase recognisability and visibility among relevant audiences using these high quality resources, and to nurture prospects’ familiarity with the Juniper Education brand.
BookMachine Creative Agency worked with Juniper Education to develop an always-on lead generation campaign on Meta and LinkedIn, to help them reach and nurture new B2B prospects, targeting education leaders and decision-makers.
Minimum increase in leads generated across campaigns
+105%
Paid social
0.64%
click-through rate on our LinkedIn document ads (benchmark 0.44%)
$23.25
average cost per lead (industry benchmark $64)
“I have been successfully partnering with BookMachine for over a year. X has seen a 10% increase in audience numbers as well as a 10% increase in engagement, and LinkedIn has seen a phenomenal performance with an 80% increase in engagement and a 150% increase in audience numbers. It’s great to see and it hasn’t gone unnoticed by our competition either!”
Alex Cook, Marketing Director, Juniper Education
Our Approach
We worked with Juniper Education’s in-house marketing team to identify the top-performing resources available on their website – such as a Headteacher Recruitment Checklist, a School Business Manager Glossary, and a Shared Parental Leave video webinar, to behave as lead magnets that we could gate on Meta and LinkedIn using in-platform lead gen forms.
Installed the Meta Pixel and LinkedIn Insight Tag on the Juniper Education website in order to collect user data and start building engaged audiences for dynamic re-targeting, alongside highly granular demographic targeting of education leaders, school business managers, HR execs, governors and more.
Using the platforms’ native ads managers and some clever tweaking of the ad formats, we were able to deliver the resources to prospects without them having to leave their social feed, creating a seamless experience for users and reducing barriers to conversion
Developed a range of copy and creative options for a test-and-learn approach, allowing us to optimise our campaigns efficiently
Optimised our bid strategy with campaign learnings using levers (such as a CPC bid cap and adjusted spend during key calendar moments) to deliver better results for our budget and drive our cost-per-lead down
We tailored our campaigns to hyper-targeted audiences across Meta and LinkedIn; and conducted comprehensive reporting and regular optimisations across key metrics like audience, creative and budget efficiency, in order to deliver on smart implementation decisions and avoid audience fatigue.
The Results
Since launch, the always-on campaigns have delivered a +105% minimum increase in new leads for Juniper Education compared to previous lead-gen campaigns, and stakeholders have noted the high quality of the leads, meaning that our targeting approach is reaching the right audience of education leaders and decision-makers.
With ongoing optimisations and close monitoring of results, we have been able to use learnings to drive best-ever improvements in KPIs across cost-per-click, cost-per-lead, and click-through rate, all while keeping our ad frequency on target.
The always-on campaign on Meta is the first of its kind for Juniper Education, and it too has delivered excellent results for the business, showing that B2B lead-gen, when implemented successfully, is possible and can be profitable on this platform.
Moving forward, we’ll be replicating the success of the always-on drip marketing campaign using new gated resources and targeting fresh audience cohorts in the education leadership space, continuing to deliver excellent value and quality B2B leads for Juniper Education.
What’s next?
If you’d like to become one of our future success stories, just get in touch and we’ll work with you to make it happen!
You can book an intro call with us at a time that works for you via our online calendar, or send us a message and we’ll aim to respond within 48 hours.
