[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).


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.

How Featured Snippets Help You Conquer Google’s Search Results

Featured snippets: A Google search result displayed at the top of the page featuring information that quickly answers a user’s query.

Marketers are constantly looking for the best ways to get content featured prominently on Google’s search engine result pages (SERPs). Whether they are paid ads, local listings or organic results, we want to make sure our content is optimized to the fullest to drive as many clicks to our online properties.

For its part, Google is happy to provide plenty of opportunities for marketers to appear in search results. There are search ads, shopping ads, map listings, Knowledge Graph boxes, standard organic results, etc. But there’s one type of result that rises above the rest (literally) across an array of searches – featured snippets.

If your brand is looking for more ways to dominate SERPs, earning a featured snippet is a great way to quickly answer searchers’ questions and drive clicks to your content. To help you in this endeavor, we’ve put together this helpful guide to explain what featured snippets are, how they benefit your brand and what you need to do to earn them.

What is a featured snippet?

While you won’t find one every time you conduct a search, featured snippets appear at the top of many results as a highlighted box. Google calls them featured snippets because:

“Unlike our regular web listings, the page’s description – what we call a ‘snippet’ – comes first. With featured snippets, we reverse the usual format. We’re featuring the snippet, hence the ‘featured snippet’ name. We also generate featured snippets in a different way from our regular snippets, so that they’re easier to read.”

Here’s an example of what a featured snippet looks like on a desktop search result page. As you can see, the one below is a bulleted list, but the information in a featured snippet can also appear as a paragraph or a table.

Example of a Google featured snippet with bullets

Why does Google display featured snippets?

Simply put, Google uses featured snippets to provide quick answers to simple questions.

“We display featured snippets in search when we believe this format will help people more easily discover what they’re seeking, both from the description and when they click on the link to read the page itself,” according to a blog post from Danny Sullivan, Google’s public liaison for search. “It’s especially helpful for those on mobile or searching by voice.”

How do featured snippets factor into voice searches?

Featured snippets play a large role in voice searches on devices like Google’s Home smart speaker. In these searches, the digital assistant that powers the speaker can’t display the answer to the search visually (unless the speaker also has a screen like the Google Home Hub). Instead, the digital assistant uses content that would normally appear in a mobile or desktop search to provide a spoken answer to the user’s query. In these instances, Google will also cite the source in the Google Home mobile app so the user can click to learn more.

How Google cites the source of a featured snippet in Google Home results

How do featured snippets help marketers?

A few years ago, a debate began among search marketers as to whether featured snippets are actually costing content creators like brands and publishers traffic. After all, if searchers can quickly find answers to their queries at the top of the SERP, why do they even need to click into the content?

These concerns have proved to be unfounded, however, as searchers consistently click through to the source of a featured snippet to learn more about the topic.

According to a study from Ahrefs, for searches without paid ads that include a featured snippet:

  • 8.6 percent of clicks go to the featured snippet.
  • 19.6 percent of clicks go to the search result right below the featured snippet (i.e., the No. 1 organic result).

The study also found that, for searches without a featured snippet, 26 percent of clicks go to the top result, meaning, if your site owns the featured snippet and the top result, you’ll get 28.4 percent of the clicks vs. 26 percent of clicks if you only had the top result in a search without a featured snippet.

If your site owns the featured snippet but doesn’t land in the top spot, you’ll still likely see an increase in clicks. The vast majority of featured snippets come from one of the top five results, meaning you’ll “steal” clicks from the No. 1 result with the snippet while still getting a share of the clicks from your standard search result.

Where featured snippets rank in Google’s organic results (by SERP position)

Where featured snippets rank in Google’s organic results

The study was based on millions of search results with featured snippets. Studies that large can seem somewhat ambiguous. To help make this concept a little more tangible, here’s a specific example of how earning a featured snippet helped out one of our clients, AT&T Experience.

Case study: How earning a featured snippet drove traffic for AT&T Experience

First, a little background. AT&T Experience is the largest AT&T authorized retailer with nearly 1,300 retail stores nationwide. The brand’s website is relatively new, and Mindstream Media Group has been helping them gain visibility online with technical SEO and content marketing services.

Our content marketing services have included regular blogging efforts to help drive traffic and increase awareness. In July, we published a blog with a timeline of iPhone launches. For the first couple of months, the post didn’t get a whole lot of traffic. Starting in mid-September, however, the post’s traffic started to ramp up. Initially, we attributed this to the page’s rank steadily increasing in relevant search results coupled with an increase in queries about the upcoming iPhone launch.

The impact of featured snippets on website traffic

In late October, the traffic shot up sharply and remained steady for the next few weeks. It didn’t take long to determine what happened. The post was appearing as a featured snippet for the search “Apple iPhone timeline” – a term that had more than doubled in popularity from July when the blog was released to September when the traffic started spiking.

Related Video: Cutting through the Clutter – Why Your Brand Needs a Blog

Not only was our post the featured snippet for the search result above, but it was also the top result in the organic rankings. The post was also ranking in the top five results for a number of related search terms.

Blog post ranking in Google search results after earning a featured snippet


This boost in the post’s rankings – including its promotion to featured snippet status – had a significant impact on traffic to the site. If we compare the post’s traffic from the first 30 days after it was published to its traffic from the last 30 days in October, we can see some pretty impressive returns:

How a featured snippet improved website traffic to a blog post

The last stat here is especially significant. Visitors to the blog post were spending an average of almost 7 minutes on the page in the second time window. The amount of time spent on a page is a) amazing for a blog post and b) an indicator that people found the content valuable and were reading it all the way to the end.

How do I get my content to appear as a featured snippet?

There’s no magic formula for getting your content promoted to a featured snippet. There are, however, a few simple steps you can take to give your content the best chance possible:

  • Create high-quality content: When it comes to any type of content you create that you want searchers to find, make sure it’s high-quality. This means the content is well-researched and well-written, includes quality images and graphics and, above all, provides audiences with valuable information.
  • Answer specific questions: Google often shows featured snippets for searches where the person is looking to find more information about a topic. To give your content the best chance of getting featured, create pieces that answer specific questions related to your brand. The goal isn’t to sell your products and services, it’s to help audiences learn (e.g., like providing a timeline of iPhone launches if your brand sells the devices).
  • Use a Q&A format: To make sure Google knows what specific questions you’re answering with your content, try using a question-and-answer format. This could include content like FAQ pages or (prepare for a fourth wall break) blogs like the one you’re reading right now that use questions to transition throughout the piece.
  • Optimize your content: Make sure your blogs and webpages follow SEO best practices by optimizing elements like title tags, descriptions, header tags, structured data, etc.

Need help creating optimized content that dominates Google’s search results? Contact Mindstream Media Group today.

[Case Study]: Our Digital Marketing Strategy Drives Profitable Traffic for Portrait Innovations

Background:Portrait Innovations - Digital Marketing Strategy

Portrait Innovations is a brick and mortar photography business delivering a wonderful in-studio experience. The company is facing downward pressure from online companies like Tiny Prints, Shutterfly and countless other online photo and print competitors. Continue reading “[Case Study]: Our Digital Marketing Strategy Drives Profitable Traffic for Portrait Innovations”

[Case Study]: The UPS Store – Generating Leads to Fuel Franchise Development


The UPS Store, the No. 1 Postal and Business Services franchise and No. 4 Top Franchise from Entrepreneur’s Franchise 500 came to Mindstream Media Group for help improving their lead generation strategy for their franchise development efforts. Continue reading “[Case Study]: The UPS Store – Generating Leads to Fuel Franchise Development”