The Road to Success

The Challenge

Being a personal improvement platform, one of Mindvalley's greatest challenges was that their services were rarely bought outright.

In other words, the customer journey from awareness of the brand to purchase involved a lot of research.

We needed to make this research easy for the customers and gently push them in the right direction. We needed a marketing funnel.

The Strategy

We split our marketing into 2 phases:

• Lead generation;
• Remarketing.

The plan was to provoke the customers to engage with our ads in Phase 1, then draw those leads further down the rabbit hole with Phase 2.

The Results

Stage 1: Lead Generation

Here, we were looking to reach three kinds of people:

We used creatives focusing on self-improvement, self-growth, an discovering one's hidden potential:

Here is what our results looked like:

Stage 2: Retargeting

During this step, we retargeted our leads in every possible way. We focused on people who have completed one of Mindvalley's master classes, dividing this audience into two parts:

• Those who have interacted with the brand in the last 7 days.
• Those who have interacted with the brand more than 7 days ago.

For the first category, we offered a 20% discount.

For the second, we directed them to a page where they could buy the membership at full price. If they didn't, we led them to other funnels.

In terms of channels, we used Facebook and Google Ads.

Most of our efforts, however, were directed at Facebook. We couldn't ignore the retargeting potential Custom Audiences provided us with. We also used Messenger and WhatsApp to make more personalized ads.

In Google Ads, we used Youtube and Display networks. For the most part, this platform was only used in Stage 1. For retargeting, the results were quite poor.

Our key takeaways

• It is worth turning on optimization for purchase events even if it is a lead generation campaign. Cost per lead will double or triple, but Facebook will deliver your ads to users that deliver some purchase value.
• Dynamic creatives are amazing and show great results.
• Lookalikes based on customer lists are a great asset. In smaller countries, it is best to use 3-5% lookalikes, but in bigger ones, like the US, 1% is better.
• There's a great synergy between Facebook and Google platforms.
• Custom audiences based on the main competitors work great.
• Conversion tracking is extremely important. It is also worth using micro conversions. For example, you can put a milestone on your masterclass to track people who have watched 30 seconds of it. retargeting them later is bound to bring better results than if you targeted everyone who opened your masterclass.

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