The Country Land and Business Association (CLA) is the membership organisation for owners of land, property and businesses in rural England and Wales. The ongoing paid social and paid search campaigns we run deliver a sustainable and profitable way of acquiring new members for the association.
CLA came to us wanting to build a way of acquiring new paying members to supplement their offline acquisition strategy. The goal was for the member acquisition cost to be equal to or ideally lower than their other forms of acquiring new members.
We felt that the way to introduce the CLA and its offering to prospective members was with a valuable first touch point. By this, we meant offering one of the association’s advisory handbooks on a particular topic that the prospect cared about and needed help with. We also identified that with the changing agricultural landscape in the UK, there was a good opportunity to engage with prospective farming members.
To target farmers specifically, we built three landing pages promoting the offer of a free advisory handbook. An A/B testing programme was put in place and the landing pages optimised for the best possible conversion rate. A Google search ads campaign and a Facebook advertising campaign were launched which specifically targets farmers. All traffic is sent to one of the three landing pages we built.
The number of leads being generated from the paid media activity reached a point where the CLA needed to add additional resources to follow up with, qualify, and book appointments with the leads. The activity generates profitable new members for the association.
