When a Fortune 25 company came to us, they wanted to build a nationwide database for the most enthusiastic fans of their brand. They knew they had plenty of fans scattered all over the country, but no central advocacy hub where they could keep them engaged and ready to take action on issues that mattered to the company.
How we did it
With an audience this big, we cut it up into tiny pieces. We segmented by interest, political geography, demographics - you name it. Then we built out three separate, tailored content blogs to keep our users engaged with the content that interested each person the most. At the same time, we built out a multi-step automated marketing funnel that onboarded new users as we identified them.
KEY METRIC
The company’s database has grown by more than 160% and conversion rates on advocacy actions were improved by more than 85%.
What we learned
We can hyper-target ads into very niche industries while keeping costs low. The upfront investment of serving your users content that targets their interests correctly will keep your costs down when it’s time to activate them as advocates.
Fine print for the nerds:
IMGE bridged the gap between several different marketing platforms to ensure data was being collected and subsequently used to inform future decisions. This included combining email marketing, online advertising, CRM, social, and analytics platforms, including but not limited to:
- Wordpress
- DriveAction
- Civis
- Salesforce
- Datorama
- Google DoubleClick Bid Manager
- Google Tag Manager
- El Toro
- YouTube
- Adwords
We also built, in-house at IMGE, an integrated advocacy toolkit that allowed Company employees to take control of their advocacy campaigns. To make sure we could scale to any level needed we implemented a serverless infrastructure to give the website best-in-class load time.