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Increasing the Reach and Engagement for Mind Tools

With such a large following of people interested in the brand, we knew there was definite opportunity for improvement in Mind Tools’ social reach and engagement metrics. The best way to do this? Connect with the audience on a non-branded level.

Result

+58.7%in interactions

+79.9%in impressions

+90.3%in unique users reached

Challenges

Mind Tools is an online resource that offers career-enhancing tools for people looking to improve upon their leadership, management and professional skills. Despite having generated hundreds of thousands of followers on Facebook, Twitter and LinkedIn, Mind Tools was looking to better leverage their social following and engage users.

Solutions

With such a large following of people interested in the brand, we knew there was definite opportunity for improvement in Mind Tools’ social reach and engagement metrics. The best way to do this? Connect with the audience on a non-branded level.

We did an extensive analysis of the Mind Tools’ customers, leveraging analytics to pinpoint their interests, lifestyle habits, struggles, etc. to fully develop a brand persona, which we could then cater the content to. From there, we developed a content strategy designed to start the conversation with their audience through visual and shareable content that appealed to their interests and daily lives.

Results

Once we implemented this new social strategy we saw immediate results, leading to a surge of engagement across all of their social networks.

By shifting the focus of the content from the brand to the consumer, we were able to increase their social interactions by 58.7% in just one month (from 17.9k to 28.4k). On Facebook alone, Mind Tools experienced a 79.9% increase in impressions (from 865.3k to 1.6m) and a 90.3% increase in unique users reached (from 305k to 580.4k).

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