[Case Study]: GoWireless Partners with Mindstream, Boosts In-store Sales with Facebook Offers

Mindstream Media Group used Facebook Offer Ads to drive in-store sales over the holiday season for one of the top national wireless retailers, resulting in a 65 percent lower cost per in-store sale compared to link ads.

OVERVIEW

With more than 700 stores across the U.S., our client, GoWireless, is a Verizon Wireless authorized retailer, selling smartphones and other mobile devices, like tablet computers and wireless headphones, as well as pay-as-you-go and monthly service plans from the leading wireless network.

For its holiday campaign, GoWireless partnered with our team of experts to develop two campaigns: one that encouraged people to download a coupon from a branded landing page, and another to encourage people to purchase a new phone or wireless service plan using offer ads.

WHY ADVERTISING ON FACEBOOK IS SO IMPORTANT

2.4 billion people use Facebook every month

Related article: 3 Sure-Fire Reasons Why Multi-Unit Brands Need Facebook Advertising

OBJECTIVES

  • Generate new leads at an improved CPA
  • Multiply in-store wireless sales
  • Increase sales for leading national network provider devices and service plans
  • Encourage people to claim a Facebook offer from the retailer over the holiday season

APPROACH

We worked diligently to create a connected experience across platforms and social networks. In addition to recommending platforms that had a strong brand presence, we also identified which platforms the audience cared about and was already active on to inform our strategies. Refined audience awareness and dynamic audience engagement were used to tap into existing conversations and shape new ones.

Facebook Offers for GoWireless

Facebook offer ads reach audiences through multiple touchpoints and create a more seamless mobile experience for the user, allowing them to claim promotions with the click of a button to:

  • Bookmark the offer on Facebook
  • Receive an email copy of the offer
  • Get notified when they’re near a GoWireless store or when the offer is about to expire

Analyzing and delivering against measurable KPIs allowed us to leverage audience insights to increase campaign efficiency and performance. Best-in-class specifications and methods to boost the potential for awareness and retention were also implemented to deliver ads in the most advantageous format possible.

RESULTS

The dynamic retargeting capabilities of the social platform allowed us to capitalize on audiences who were already engaged and willing to take action. Focusing on the real metrics that make a difference, we expanded our client’s audience to include like-minded users while certifying viewability of ads across all devices. This resulted in ads that connected with consumers in a meaningful way and made a real impact for the client. 

The advanced targeting capabilities and engagement features of Facebook Offer Ads proved to be a great way to drive in-store traffic during the holiday season and promote mobile deals.

“We saw tremendous improvements this holiday quarter, especially for our Black Friday, Christmas, and New Year’s initiatives. The quality of traffic from holiday in-store sales proved to be much higher than any other digital media partner’s performance that we’ve worked with before, and as a result, we saw our holiday Q4 efforts producing significant ROI.”

The campaign was a huge success – more than 45,000 offers were claimed during the two-month campaign and our client reduced their cost per in-store sale by 65 percent compared to link ads.

45000 offers claimed; 10x more offer claims

 

Want to learn more about how paid social media advertising can help boost sales for your business? Contact us today.

 

[Case Study]: Mindstream Media Group Drives 14% Lift in Organic Traffic for The UPS Store

No matter how groundbreaking and spectacular a website is when it’s first launched, it’s inevitable that the site’s design, SEO and copy will eventually become outdated. When this happens, it usually means the roller coaster thrill ride of a redesign is in your future.

If you’ve been through a massive site redesign, you understand the highs of seeing your beautiful new design come to fruition, as well as the lows of watching your website traffic stumble as search engines re-index your site.

The UPS Store site redesign

This is the situation that The UPS Store franchise development team recently found themselves in. After launching a redesign of its website in 2017, the brand saw the site’s ranking in relevant Google search results fluctuate. Thanks to their well-established brand, the site didn’t experience substantial traffic losses, but organic search visits did drop from the previous year.

SEO Sessions – 2016 vs. 2017

For high-volume websites, even a small decline in visits could represent a drop in thousands of leads. To reverse the trend and make sure prospective franchise owners could still find the site, we implemented a combination of SEO and Content Marketing efforts to:

  • Increase earned and owned media sessions by 5 percent in 2018.
  • Increase the site’s ranking in relevant search results to make it easier for prospective franchise owners to find the information they need.
  • Produce engaging content to explain the value of franchising in general, as well as the value of franchising with The UPS Store.

How we amplified their SEO and Content Marketing strategy

Our holistic SEO strategy

Ranking well on Google demands an SEO strategy that optimizes all aspects of the website. For The UPS Store, we implemented a holistic SEO strategy focused on three main components.

  1. Technical SEO
  2. On-page SEO
  3. Off-site SEO

Mindstream Media’s Holistic SEO Approach

Throughout 2018, we completed several major projects to improve these elements, including:

Link acquisition

Since Mindstream Media Group started a backlink campaign for The UPS Store, the link profile has steadily improved thanks to guest posting, manual outreach and other white-hat link building efforts.

Backlink history – referring domains

Backlink history - total links
On-page technical improvements

We updated the site’s internal linking structure, improved site speed, implemented title tags and meta descriptions backed by keyword research, added Schema Markup, updated much of the content and improved keyword rankings for several relevant high search volume keywords.

Accounting for algorithm updates

Google continuously updates its search algorithm to deliver the most relevant results. We monitored all the major updates for opportunities to optimize the site based on the latest SEO best practices. Here’s a look at some of the most significant Google updates in 2018.

2018 Google Algorithm Updates

Our Content Marketing strategy

Mindstream Media Group’s Content Marketing efforts included three main initiatives:

  • Updating and expanding webpage copy to help visitors find the information they need to become franchise owners and improve the site’s ranking in search results.
  • Creating blog posts to help prospects learn more about becoming a The UPS Store franchise owner.
  • Publishing blog posts on the website and Outbrain’s content network to reach a wider audience of potential franchise owners.

Our Content Marketing efforts went hand-in-hand with our SEO work. We used the keyword strategy and technical SEO tactics outlined in our SEO program to guide both webpage and blog content. This approach allowed us to create content that:

  • Was easy for search engine bots to read and index which helped improve the site’s rankings in search results.
  • Was informative and entertaining for prospects to read, which helped nurture leads and encourage them to become franchise owners.

Related: How to Avoid 5 Devastating B2B Content Marketing Mistakes

The fruits of our labor

As we continued to implement our SEO and Content Marketing efforts throughout 2018, traffic to the website started to pick up.
2018 SEO sessions by quarter

Not only did the site’s traffic rebound from the redesign, but there were even more visitors than before.

SEO Sessions – 2016 through 2018

In the fourth quarter of 2018, traffic to the site’s blog took off. We saw improvements in page views, time on site, entrances and bounce rate.

Blog metrics - Q4 vs. Q3 2018

Thanks to our combined SEO and Content Marketing efforts, we exceeded our 2018 goal for SEO sessions by 8 percent.

SEO sessions – 2018 goal vs. actual


Need help driving more traffic and leads to your website? Contact Mindstream Media Group to find out how our SEO and Content Marketing solutions can amplify your brand’s website.

[Case Study]: Increasing Efficiency By 45% to Crush It for the No. 1 Orthopedic Hospital in the U.S.

Hospital for Special Surgery (HSS) has been ranked the No. 1 Orthopedic Hospital in the United States for 10 straight years, based on data evaluated by U.S. News & World Report. Mindstream Media Group earned the wonderful privilege of partnering with HSS on their digital media efforts for the last three years. When they asked us to support their growing business with additional digital strategy, we welcomed the opportunity to help architect better media strategy for the hospital that also aligned with servicing the needs of their patients.

Overview

We immersed ourselves in research to determine not only the most effective channels to drive patient appointments but also the best way to collaborate with the efforts of the HSS team. Collectively, our teams relentlessly looked for ways to increase the efficiency of connecting potential patients with HSS. Our efforts ultimately led to the booming quarter-over-quarter success we’ve seen in the last nine months.

Our strategy and approach also helped ease the orthopedic patient’s journey, making it easier to find the right treatment in the right place.

Challenge

Connect the right patient with HSS, increase the overall efficiency of the media budget and drive accountable appointment traffic.

Objectives

Key structural campaign updates were needed to move from a siloed approach to a full funnel sequential messaging strategy. In 2018, we shifted from individual platform efforts to an all-encompassing campaign to bring together key media channels like Facebook, Google and Bing search, video and programmatic display.

To increase media efficiency, Mindstream worked with HSS to define each service line, outpatient center and geographic area that required support. Thanks to our close partnership with the HSS digital marketing team, we were able to share insights from current efforts, collaborate on new ideas and goals, launch new plans, report results and repeat the AMPLIFY process.

The ability to demonstrate the full value of our efforts through enhanced trackability and accountability were critical. New technology partners, including a HIPAA compliant call tracking vendor, revealed that a high percentage of conversions were coming from phone calls. This insight allowed us to hone our keyword strategy further and identify terms to include and exclude from our search campaigns.

Approach

Based on our campaign learnings, Mindstream Media Group architected a sequential messaging strategy that focused on a potential orthopedic patient’s journey for finding the right treatment in the right place. Since arranging an orthopedic procedure can be somewhat complex, our plan was designed to help guide potential patients through the various stages of discovery, research and decision making without inundating them with a single message.

More creative assets were needed to make this full funnel strategy truly come to life. We partnered with HSS’s creative agency Ogilvy NY, to develop specific messaging for each stage of the customer journey, customized to a patient’s specific location and needs. Mindstream also created several videos to use for both Facebook and display tactics. This new creative dramatically improved the relevancy of the message to each potential patient and kept the HSS brand fresh by showing different creative along their individual journey.

Results

In the third quarter of 2018, we began to execute pieces of the sequential messaging strategy as the corresponding creative assets were developed. By October 2018, the full sequential messaging funnel was in place. Since then, we’ve closely watched the results and continue to obsess over every single media dollar by implementing and pausing keywords, observing the size of retargeting pools, monitoring ad frequency, blacklisting any sites not meeting our KPIs and keeping an eye out for any staleness in the creative.

Through this extreme vigilance, we produced two of the strongest performing quarters for digital media campaigns to date. We’ve increased our efficiency quarter over quarter with our comprehensive strategy, producing a 45 percent lower Cost Per Lead in Q1 2019 than in Q3 2018.

These exceptional results are just the beginning of what we expect from future campaigns. To build on current success and continue crushing it for HSS, we’ve implemented an aggressive testing plan for 2019 and continue to hone our strategies to amplify results.


Contact us to find out how Mindstream Media Group can crush it for your brand.

[Case Study] Using a Carefully Crafted Digital Media Mix to Crush Sales

What do you do when you’re in a traditional industry facing overpowering competition from online rivals? Find a media company that will put in the time to get to know your brand and the challenges you face, then create customized media solutions to deliver the results that matter most to your business. That’s exactly what Portrait Innovations did when they turned to Mindstream Media Group to help them turn the tide and secure the future vitality of their brand.

About the client

The trained photographers at Portrait Innovations provide a professional portrait studio experience with cutting-edge digital equipment in a warm and inviting environment. However, demand for in-studio photography has declined as consumers increasingly seek door-to-door, non-composed or outdoor photography sessions. As a result, Portrait Innovations needed a revamped media mix including a solid digital advertising strategy to reach specific target audiences and revive their business.

Encouraged by the success of a radical change in campaign structure and advertising channels achieved by Mindstream Media Group in early spring, Portrait Innovations increased their advertising budgets by 10 percent to support the make-or-break annual revenue window of Thanksgiving through New Year’s. This allowed us to expand their media channels even further into carefully calculated platforms and partners.

A winning digital strategy

Spanning the last 12 weeks of the year, the comprehensive plan included:

  • Paid search (Google and Bing) campaigns
  • Programmatic display and video campaigns
  • YouTube advertising
  • Facebook
  • Nextdoor (a private social network for neighborhoods)
  • Pinterest ads
  • Permission-based email campaigns

Over the course of the campaign, media partners and prospecting audience groups were optimized to maximize return on investment (ROI). As the campaign ran, we strategically assigned spend to each channel tactic according to conversion funnel touchpoint (new users vs. previously exposed users) so that weekly budgets supported upcoming studio session goals.

Further out from a holiday date, we focused on priming and reaching new users. As the countdown to the holidays neared, we increased re-engaging exposed users tactics and drove immediate action to book. This dialed-in approach to gaining new customers resulted in 10 consecutive weeks of over 100 percent projected studio sessions.

Ad offers and creative

Specific offers were delivered based on consumers’ levels of interest (i.e., new vs. repeat customer) within select audience groups like:

  • Moms in the market for holiday photos/cards
  • Parents seeking discounts/coupon users
  • Recently engaged couples, etc.

Mindstream Media Group crafted ad imagery and copy to resonate with target audiences by anticipating the photo service package that would best suit the lifestyle and price point needs of each segment. For example, ads targeted to new parents featured newborns or young children and offered multiple sittings (poses) and a free canvas.

We also retargeted customers that canceled appointments or failed to show with offers to receive 20 percent off a general session. We crafted relatable copy to accompany these retargeting ads like “We understand that life moves fast, but that’s ok. Reschedule Today!”

Presenting each audience group with an ad relative to their needs with an easy way to immediately book appointments online prompted action. The fast user response rates lead to fully booked studios and sales revenue.

A solid end to the year

Mindstream Media Group crushed Portrait Innovations’ holiday budget goals by delivering a 7:1 ROI.


Contact Mindstream Media Group to find out how we can help crush your brand’s sales goals.

[Case Study]: How to Increase Social Media Engagement By Repromoting Content

Promoting content pieces like blogs, whitepapers and infographics with multiple social media posts is a popular arrow in many a marketers’ quiver. But does repromoting the same piece of content really provide value and increase social media engagement? Recently, we set out to answer that very question (spoiler alert: it works).

Introduction

Recently, one of our clients asked me why I was creating posts for blog articles that we had published weeks before and already promoted across their social media profiles. My initial thought was that repurposing content is a fairly accepted best practice to increase social media engagement and drive incremental traffic to older blog posts (as well as an easy way to fuel a social media pipeline without having to create content from scratch).

Thankfully, I caught myself before I even started composing that woefully inadequate response. I quickly snapped out of auto-pilot and realized my initial thought was antithetical to how we as marketers are trained to think. We don’t take even the most established best practices at face value, we dive in and develop strategies based on data and our own informed instincts.

Since Mindstream Media Group manages social media content and strategy for several brands so I had more than enough data to work with. I pulled up performance data for another client that we’ve been consistently repromoting blog and whitepaper content for since the beginning of our campaign.

A little background on the client

Before diving into the results, here’s a quick primer on the client whose data we analyzed. They are, simply put, a social media manager’s dream. The brand publishes dozens of content pieces a month – including blogs, whitepapers and case studies – more than enough to keep our social media calendar stocked with multiple posts per day.

Mindstream Media Group works with the brand to develop and manage social media posts that promote these various content pieces. Our social media strategy focuses heavily on LinkedIn and Twitter to reach B2B audiences in the finance and investment industry.

Social media engagement strategy

Given the declining rates of organic brand posts across social media platforms, we promote a lot of the brand’s content pieces multiple times (usually three to five times) on LinkedIn and Twitter. We typically publish the first social post the day the content is published with subsequent posts going out in roughly one-week intervals over the next few weeks.

For the subsequent posts, we change around several variables including post copy, images, time of day and day of the week. Our goal is to reach new audiences that either didn’t see the original post or didn’t find it appealing as they scrolled through their feed.

The results of our repromotion strategy

To find out how well the strategy was working, I gathered performance data from social media posts promoting five different pieces of blog content and three whitepapers. Each piece of content was promoted three times on both LinkedIn and Twitter following the reposting strategy outlined above.

Based on my experience managing social media strategy and monitoring performance, I went in expecting that the data would support repromoting content. What I did not expect, however, was how much additional engagement we were seeing when we repromoted blogs and whitepapers.

LinkedIn Results

Compared to the first social post alone, promoting blog content a second and third time on LinkedIn led to a:

Increased social media engagement from reposting blog content on LinkedIn

We found similar results when we looked at the posts for the whitepapers. Second and third posts promoting the whitepapers yielded a:

Increased social media engagement from reposting whitepapers on LinkedIn

Other than delivering incremental social media engagement, the second and third posts more than held their own in terms of performance compared to the original posts. Here’s a look at the percentage of impressions, clicks and interactions from LinkedIn posts promoting both blogs and whitepapers.

LinkedIn social media engagement share by post

LinkedIn social media engagement share by post

Twitter results:

The results from Twitter showed similar performance, proving the strategy can work on multiple social platforms. Tweets repromoting blog posts yielded a:

Increased social media engagement from re-promoting blogs on Twitter

As we saw on LinkedIn, we found similar results for tweets promoting whitepapers. Re-promoting whitepaper content on Twitter delivered a:

Increased social media engagement from re-promoting whitepapers on Twitter

Twitter also showed comparable performance for subsequent posts compared to the originals. For posts promoting blog content and whitepapers, impression and engagement numbers for the second and third posts matched – and even surpassed – the original post’s performance.

Twitter social media engagement share by post

Twitter social media engagement share by post

Overall Results

To give you a full picture of the impact repromoting previous content had on the brand’s social media engagement, here’s a look at the overall results:


Need help driving social media engagement for your brand? Contact Mindstream Media Group to learn how we crush the social media game for our clients every day.