Great post, thanks for sharing! We’ve also had promising results when we’ve invested in marketing. Could you say approximately how much was spent? Or Sarah, if you’re reading this and you’d rather chat privately about spending, could you ping me an email?
Hey James, I will send you a message. I want to be respectful of confidentiality, and allow Sarah to post publicly if she wants.
What I can say is that it was much less than what a full time digital marketing hire would have cost for the services and labor. We also invested enough in ads to get us around 300,000 impressions monthly. We ended up blowing that number out of the water because people resonated with the content, and we advertised globally.
Thanks! And were your goals mostly about getting sign ups to the advising service? Or getting newsletter subscribers? Or raising brand awareness? Or a mixture of these things?
Last year we ran performance ads for our intro course and EAGxAmsterdam, and then did a bunch of brand awareness content production on LinkedIn.
Phase one of the campaign was focused just on impressions, engagements and cost per engagement. Once we established strong metrics at the top of the marketing funnel, we moved on.
In phase two, we dove into acquiring newsletter subscribers and page followers and likes. Once we had these dialed in we progressed.
Phase 3 focused on bottom of funnel metrics like e-mail open rates as well as growing career advising applications.
Great post, thanks for sharing! We’ve also had promising results when we’ve invested in marketing. Could you say approximately how much was spent? Or Sarah, if you’re reading this and you’d rather chat privately about spending, could you ping me an email?
Hey James, I will send you a message. I want to be respectful of confidentiality, and allow Sarah to post publicly if she wants.
What I can say is that it was much less than what a full time digital marketing hire would have cost for the services and labor. We also invested enough in ads to get us around 300,000 impressions monthly. We ended up blowing that number out of the water because people resonated with the content, and we advertised globally.
Thanks! And were your goals mostly about getting sign ups to the advising service? Or getting newsletter subscribers? Or raising brand awareness? Or a mixture of these things?
Last year we ran performance ads for our intro course and EAGxAmsterdam, and then did a bunch of brand awareness content production on LinkedIn.
Phase one of the campaign was focused just on impressions, engagements and cost per engagement. Once we established strong metrics at the top of the marketing funnel, we moved on.
In phase two, we dove into acquiring newsletter subscribers and page followers and likes. Once we had these dialed in we progressed.
Phase 3 focused on bottom of funnel metrics like e-mail open rates as well as growing career advising applications.