Our strategy for MindCrowd involved a robust digital marketing plan including social media marketing, graphic design, email marketing and paid campaign management.
After determining that Facebook, Twitter, Instagram and Pinterest were the platforms most applicable to MindCrowd’s audience, we formed a content strategy that prioritized a variety of high-quality content including industry news, original graphics (branded consistently with existing MindCrowd materials), calls to action, data and more.
The social media presence that MindCrowd had prior to becoming a client was well established, so we first capitalized on that by strengthening engagement with a series of Facebook ads. We built an ongoing ad for the site drawing approximately 1,500 new visitors per month for just ten cents per click. In addition to running site promotion ads, we created a variety of landing pages, which were featured across platforms to gather new leads. Our top performing landing page converted at a rate of 54.2 percent, gaining 300 email subscribers. We leveraged their desktop-only software by targeting users who were able to convert immediately throughout our paid campaigns.
We began targeting celebrity influencers and Alzheimer’s advocates on Twitter whose engagement with our content greatly increased MindCrowd’s reach and brand awareness. That, in addition to a steep increase in posting frequency, resulted in over 50,000 impressions on Twitter in the first month of posting.
Email marketing was an important tool in spreading awareness and gathering test-takers. Utilizing strategic email blasts, we were able to retarget both those who had previously shown interest in MindCrowd and new leads gathered from landing pages.