Freight Farms is the global leader in vertical container farming with over 300 IoT-connected container farms operating in 25 countries and 44 US states. Following the launch of the company’s newest hydroponic container farm, The Greenery, Freight Farms sought a partner with the digital experience and know-how to develop an efficient acquisition program to fill the sales pipeline with qualified leads.

Freight Farms approached us to develop a new digital acquisition strategy with the following specific goals:

• Increase total lead volume through digital channels.
• Reduce cost per lead and improve efficiency of outbound spend.
• Drive brand awareness in an increasingly competitive marketplace.
• Enable a stronger understanding of digital performance, specifically what works, what doesn’t, and how operations can be improved.
• Generate data-driven insights that unlock opportunities for improvement and expansion across all digital channels.

Following a multi-channel deep dive and audit of the industry, competition, and owned digital channels, a new acquisition strategy was developed and implemented with a focus on engagement, effective communication, and measurable business results. Specifically, the new approach included:

• Relaunching Paid Search campaigns with improved keyword groupings, ad units, and landing page destinations to improve conversion rates and reduce costs.
• Implementing reliable tracking protocols to enable precise campaign measurement, advanced reporting, and strategic insights.
• Integrating new content formats to better serve the needs of the target audience.
• Launching new top, mid, and low funnel campaigns on Facebook and Instagram to engage a new audience.
• Identifying new audience groups to target based on customer data, market opportunity, and available content to create new sales paths.
• Restructuring the messaging hierarchy across paid channels to more effectively communicate value.