Social Media Campaign reduced lead acquisition cost 20x from $100 to $5.00 per subscriber
Client: Non-profit Media Organization
Problem: Reduce costs to acquire subscribers (to newsletter)
- 3 years average cost of $100+ per lead cost for newsletter subscribers (ie. too high a cost).
- Low quantity and poor quality of subscribers during the last 3 years.
- “Paper marketing” (e.g., letters in the mail and printed media ads) is too expensive.
- Client is spending hundreds of dollars on engagement boosts for Meta posts.
- No remarketing program is in place to bring people back to their site or social channels.
- Can they acquire subscribers for less money using other methods?
Solution: Create a new acquisition strategy using social media engineering
- Develop a plan that also reduces the acquisition cost for each subscriber lead.
- Outreach Strategy
- Remarketing ads to drive people back (who’ve already engaged with their content/page).
- Targeted Paid Social Media ads tailored to specific audiences.
- Messaging strategy: Educate and inform. Why they should subscribe (i.e. join the community).
Results: Acquisition Costs improved by 20x, and subscriber quality is much better
- Old cost per subscriber was over $100.00
- New cost per subscriber is under $5.00
- Subscriber quality is much better. (Overall 2.5% click through rate and 0 unsubscribes)
Results (June 2022 – March 2023) – 10 mo.
