Executive summary: A marketer reflecting on three years in the EA community shares lessons learned from running campaigns at ClearerThinking.org—arguing that EA marketing requires niche-targeted creatives, realistic metrics, and novel outreach methods, while promoting interactive tools as the most effective strategy for engagement and growth.
Key points:
“Filter through the creative” for niche audiences: Conventional ad targeting is weak, so effective campaigns rely on creatives that both attract and screen for the right audience segments.
Targeting existing EAs through ads rarely works: Experiments show very low conversion rates, likely due to the community’s small size, skepticism toward ads, and use of blockers.
Beware early high-engagement audiences: Initial EA-based mailing lists or networks create inflated benchmarks; scaling to broader audiences will naturally reduce engagement rates.
Long-term goals still need measurable milestones: Even slow-to-convert causes should set concrete timeframes to assess effectiveness and enable iterative learning.
Outbound marketing remains underused in EA: Ethical, personalized outreach (email or phone) to new audiences can be a valuable but overlooked channel.
Interactive tools outperform landing pages: Tools that engage users before collecting emails generate higher-quality leads; ClearerThinking’s branded tools have shown strong results and are available for EA org partnerships.
This comment was auto-generated by the EA Forum Team. Feel free to point out issues with this summary by replying to the comment, andcontact us if you have feedback.
Executive summary: A marketer reflecting on three years in the EA community shares lessons learned from running campaigns at ClearerThinking.org—arguing that EA marketing requires niche-targeted creatives, realistic metrics, and novel outreach methods, while promoting interactive tools as the most effective strategy for engagement and growth.
Key points:
“Filter through the creative” for niche audiences: Conventional ad targeting is weak, so effective campaigns rely on creatives that both attract and screen for the right audience segments.
Targeting existing EAs through ads rarely works: Experiments show very low conversion rates, likely due to the community’s small size, skepticism toward ads, and use of blockers.
Beware early high-engagement audiences: Initial EA-based mailing lists or networks create inflated benchmarks; scaling to broader audiences will naturally reduce engagement rates.
Long-term goals still need measurable milestones: Even slow-to-convert causes should set concrete timeframes to assess effectiveness and enable iterative learning.
Outbound marketing remains underused in EA: Ethical, personalized outreach (email or phone) to new audiences can be a valuable but overlooked channel.
Interactive tools outperform landing pages: Tools that engage users before collecting emails generate higher-quality leads; ClearerThinking’s branded tools have shown strong results and are available for EA org partnerships.
This comment was auto-generated by the EA Forum Team. Feel free to point out issues with this summary by replying to the comment, and contact us if you have feedback.