Ultimately, we’re all looking for a final conversion, right? Maybe a product sale. Or at least a qualified lead.
But sometimes the customer isn’t ready quite yet. Or perhaps you’ve just given up on them too soon because they haven’t purchased right away.
Thus, the importance of engagement. Read on for examples from a not-for-profit theater, biz dev agency, and apartment rental agency.
We’ve been using AI as an engagement tool. You can see for yourself. Chat with MECLABS AI about an AI Guild research briefing (Wednesdays at 2 pm EDT).
And in this article, we bring you a few other examples to give you ideas for engaging your potential customers:
Now in its sixth season, Mirrorbox Theatre has put on dozens of performances both virtually and in local theater venues.
The theater invested their marketing budget in promoting individual shows. The team would run event promo ads that focused on short-term ticket sales or Facebook event responses.
The issue was that they did not yet have a loyal community of followers, and not many community members were familiar with their brand. They did not see great ROAS.
Creative Sample #1: Individual show promotion
They decided to take a new approach with their ads. “We were entering into the phase of opening a new building and really needing to expand our awareness, our footprint. We needed to make sure things were being done thoughtfully and in a way that sets us up for even more continued growth,” said Cavan Hallman, Founder and Artistic Director, Mirrorbox Theatre.
The team decided to start at the top of the marketing funnel by running Facebook Page like ads. The ad strategy aimed to emphasize the difference between the company’s nuanced approach and mainstream theater offerings, hoping to attract a specific audience interested in experimental and independent arts.
Creative Sample #2: Facebook ad focused on getting page likes
By stepping back and focusing on loyalty first (instead of promoting events), the team achieved 577% growth in social media following year over year, with 860 new Facebook Page likes in 2022. “Very substantial given the company’s size and target audience: the Cedar Rapids Metro. They also saw an 8,356% higher engagement rate across Facebook and Instagram, proving their new followers were interacting with content they posted,” said Haley Johnson, Digital Content Specialist, Informatics (Mirrorbox Theatre’s marketing and web agency).
In addition to the change in paid ad strategy, the team is making organic posts with in-depth, behind-the-scenes updates to its new followers. For example, Hallman routinely posts progress photos and descriptions of their building, from the messy empty space to the fully remodeled theatre.
Business Goals Groups advertises on Facebook to grow its Page followers.
The first ad for new Page followers targeted a fairly broad audience. Here are the parameters the team used for their custom audience…
The results weren't bad but not what the team wanted. Ad spend on average was about 25 cents per new Page like.
To improve performance, they created two new ads.
One ad had the original custom audience, plus:
The other ad used Meta Advantage, automated targeting that leverages AI and machine learning.
Both new ads outperformed the original, but the custom audience at one point got down to 12 cents while the Advantage audience only got down to 20 cents per new Page like.
Creative Sample #3: Results from custom audience for Facebook Ads
“The strategy I've used to perfect my targeting is mainly marketing psychology. You have to put yourself in the shoes of your target audience. Find overlapping interests, behaviors, and demographics of that audience,” said Austin Jones, Founder, Business Goals Group.
“You don't need to spend a lot of money to get results, you just need to perfect your targeting through analyzing all your data. Make sure you have Meta Pixel and Google Analytics integrated on your website. Continuously retest your targeting at minimal ad spend until you get results,” Jones advised.
June is an apartment rental agency with a membership model.
The team was sending out promotions to its leads – for example, including free rent for a period – but had zero members from these offers. If they didn’t hear back from the leads in a week, the team would just chalk them up as lost.
Creative Sample #4: Typical promo email for apartment rental agency
“With a significant pool of unconverted leads identified using Klaviyo CRM, we saw an opportunity to reconnect with these potential customers,” said Fedor Kiselev, Content Marketing Specialist, June.
Instead of the regular sales promos the team decided to give information to these cold leads. They had properties in Boston and Washington, D.C. that had price drops. The team used their CRM segmentation feature to create personalized campaigns for folks who had previously shown interest in these two areas.
“To make things more engaging, I put together unique landing pages on WordPress for each campaign, highlighting properties with price drops,” Kiselev said. Then they sent emails to drive the cold leads to these segmented landing pages.
Creative Sample #5: Price drop landing page
The Boston campaign saw an open rate of 51.6% (3,184 opens), a click rate of 2.2% (134 clicks), and three leads became members. The D.C. campaign achieved an open rate of 53.8% (1,730 opens) and a click rate of 2% (63 clicks). No new members from D.C. yet.
Aside from getting the new members, the team feels that the high open and click rates across both campaigns indicate a strong demand for rental properties in these locations, particularly when coupled with price reductions.
Remember, the team considered this to be an unused segment of lost leads. Now, they regularly run re-engagement campaigns.
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