INTRO
The Silva Method is a self-development mindfulness and meditation program that teaches individuals concrete techniques to reprogram the mind. It uses visualization and relaxation to create positive changes in life and tap into the power of your brain to change your life and accomplish your goals.
By learning to access the power of the subconscious mind, participants can reduce stress and anxiety, improve focus, sleep and achieve greater success in all areas of life. By sharing his life, success and journey using Silva Method Canada with others, the director of Silva Method Canada, an abundance scientist and coach Stephen Dobos, has created a community of individuals who believe they can drastically change the world around them and achieve greater success in all areas of their lives.
OVERVIEW
In December 2020, Stephen Dobos of Silva Method Canada hired social marketing agency Savvy Social to generate additional leads. The paid ads campaign ran three years, producing increased lead generation, a robust email database, optimized its sales funnel and grew its business.
Silva Method Canada worked with Savvy Social to implement Meta paid ads and increase its email database.
TARGET DEMOGRAPHIC: Men and women 40 years+ on a self-development journey who are interested in improving their lives through the use of meditation, mindfulness, and other techniques.
CLIENT NEED
Silva Method Canada came to Savvy Social looking to generate more relevant leads and ultimately bring its target audience into a lead funnel to introduce them to its products and services offerings.
CLIENT SOLUTION
Implement paid meta ads
Meta ads are paid ads on Facebook and Instagram written in the business’ voice to reach their target audience. These ads are created and managed through Meta’s advertising tool, Meta Ads Manager. They allow businesses to target specific audiences based on demographics, interests, behaviors, and more.
“The back end of Facebook paid ads can be really confusing, it’s more efficient to bring someone in that has expertise in this area to properly set up tracking,” Amy said, “A lot of companies will rely on boosting their Facebook posts instead of properly setting up Facebook ads through Facebook Ad manager.”
“Using Meta paid ads is a great way to increase cold leads from your email list and bring more people into your sales funnel,” Amy said.
A potential customer, driven from the ad, can visit the brand's website or landing page, then sign up for a newsletter or download a free resource.
“They can be relatively efficient … especially if you already have a program and something that’s been tested on the market,” Amy said.
This was the case with Silva Method Canada, who had a strong target marketing and free resources for a potential customer to download.
OBJECTIVES
- Bring in more leads at an average lead cost of $2 or less
- Increase email database
- Test creative strategies and ideas
STRATEGY
- Have open and ongoing communication with the client
- Test different audiences and creative for the different audiences
EXECUTION
- Instagram, Facebook (platforms and channels)
- Paid ads (ad formats and creatives)
BUDGET AND ALLOCATION
- Monthly budget of $1,500 - $3,000
PERFORMANCE METRICS
- 2.4 million impressions
- 21,144 leads
- 49,082 link clicks
- 2.49% CTR Click through rate
BENCHMARKS:
- Increased email database
- Free-opt-ins
- Creative and nontraditional ads
Increase email database:
The main goal for Silva Method Canada was to increase their email database through a free lead magnet. In this case it was a free meditation exercise – ‘Centering Exercise’. Savvy Social was able to bring in more than 20,000 leads at an average cost of $2 or less.
Lookalike audiences
Used as an optimized targeting tool, lookalike audiences were incorporated to reach potential online customers who may have similar interests, behaviors, engagement and purchase history with a brand. For Stephen Dobos, Savvy Social utilized their email list to create a lookalike audience from the contacts they already had.
CONVERSION TRACKING AND ATTRIBUTION
The use of lookalike audiences, ongoing ad campaigns, and the "centering exercise" download all contributed to the strong performance of the nontraditional ads.
Results in terms of revenue generated, leads acquired and/or other outcomes:
In three years, Silva Method Canada’s email database increased from 1,201 contacts to 18,648, totaling 17,447 new contacts, the majority of which were from Facebook ads.
CONCLUSION
As a result of working with Savvy Social, Silva Method Canada saw an increase in free opt-ins as well as a significant boost in email subscribers. Specifically, the paid ads campaign played an important role in reaching its target audience and securing new clients for Silva Method Canada products and services.
“Working with Amy was great! She was willing to try new things, split test campaigns, and direct all the Facebook ad work,” said Evelyn Correll, administrative assistant, Silva Method Canada. “We didn't really ever have to think about ads and because of that we were able to enjoy the results.”
Savvy Social is a social media marketing agency that specializes in social media management and paid ads. Whether you’re looking to increase your subscriber list, start or enhance your social media presence, increase content creation or just need some overall consulting, we’ve got you!
Are you interested in testing out paid ads for your business and want to learn more? Fill out the form below.