Stout Systems provides software development consulting and IT staffing services. Their marketing mix includes the use of direct mail, traditional media and social media. For the latter, part of their strategy includes targeted advertising on Facebook, according to President John Stout. (John and I are mentors in Detroit’s TechTown program.)
At first, their Facebook ads weren’t generating a substantial number of clicks, so the company discontinued them for several weeks, and almost immediately saw their lead generation drop by about 10%. The company reinstated the Facebook ads and the stats improved and are now running higher than ever.
“We didn’t always know why our Facebook ads worked for us, but clearly they do work,” Stout said.