We sometimes get questions about how other clients work with Tuff to reach their growth goals — so we’re sharing some stories to help bring our services to life. Meet Fresh Meal Plan.
Fresh Meal Plan is a healthy meal delivery service located in South Florida. Looking to find traction in the Florida market and scale their growth, they partnered with Tuff to launch high-impact Facebook and Instagram campaigns to increase ROI and quickly drive key learnings on what’s working and what’s not.
Why Fresh Meal Plan Tapped Into Paid Social Acquisition
Scaling growth is hard and it requires you to be rigorous about the channels you experiment within the early stages of your business. It might seem easy to find one right away and then dump all your money into that one tactic but that almost never happens. As a startup, you have to work towards the right channel – and understand that it takes time.
One of the channels we saw the most success with for fueling user acquisition for Fresh Meal Plan was Facebook. With a wide range of targeting options to help you find the right niche, customer acquisition using Facebook ads can be a highly cost-effective channel. After an initial kick-off meeting with Fresh Meal Plan to align on goals and ROI expectations, we launched geo-specific Facebook and Instagram campaigns following a 3-step process.
The Three Step Process
Step 1: Conduct user research before design
Figuring out the right targeting is key to reaching the audience most likely to convert. Be it in-depth customer segmentation or listening to customer phone calls, we never create a Facebook or Instagram without researching user behavior first. As an agency, you can lean on your client’s customer-facing team members or, if you’re in-house, partner with your support team to learn more about your customers.
We’ve found that it’s better to spend more time building out target segments and do the right design for them than doing the right campaign for the wrong users. For this account, we built out 5-10 core and custom audiences in Facebook.
For our core audiences, we relied heavily on interest and behavior targeting. For example, we created an audience of users who expressed an interest in CrossFit on their Facebook page. In addition to core audiences, we also built out Lookalike Audiences using website traffic and existing customer email lists.
Step 2: Develop custom creative for each audience
After building out our target segments in Facebook’s audience panel, we created Facebook campaign concepts for each target segment. Both the copy and creative is developed with a particular audience in mind.
Step 3: Retarget with a compelling offer
To combat ad invisibility and get the most of customer acquisition using Facebook ads, we try to always include a compelling offer or call to action in our retargeting effort. Doing so can drive great results, especially if your goal is to generate sales rather than solely drive clicks.
Over the course of 30 days, we achieved the following results for customer acquisition using Facebook ads, driving significant market awareness and sales for the brand. Since then, we have doubled the budget and scaled our acquisition efforts to new markets:
- Clicks: 1,984
- New Customers: 228
- CPA: $15.85
Free Growth Strategy Session
What questions do you have about customer acquisition using Facebook ads that we might have missed? For more help with your questions feel free to reach out to Tuff! We’d be happy to review an existing account. Sign up for a free growth strategy session with Tuff today.