Our first client that we'd like to present in a case study has a podcast, email newsletter, and blog that is used to sell services further down the funnel. The podcast and email newsletter hinge on what is currently going on with AI. For this website, we used a three-prong approach with SEO, Facebook Ads, and Google Ads to grow the email newsletter rapidly throughout the year.
Problem: The client needed to scale the newsletter's subscriber count quickly. We had spent close to $15k on newsletter boosts (Beehiv's native advertising platform) and our subscribers were leaving after one or two newsletters. We needed to scale quickly and build a base of subscribers that stayed around longer.
Solution: We implemented a three-prong approach to growing the email newsletter list:
- We used Google Ads and Facebook Ads to promote a "free course," which also included a premium email subscription.
- We also used Organic Search to promote our podcasts (using AI transcriptions of the podcast) to create content for the blog.
- We also did some in-depth conversion optimization on the website and post pages to increase the number of people who signed up for the email newsletter.
Facebook Ads and Google Ads:
Instead of relying on Beehiv's expensive newsletter ads, we utilized Facebook ads. We did an in-depth analysis of our subscriber cohorts and created lookalike audiences of our cohorts with the highest CTR.
On the Google Ads side, we created display ads that utilized the same strategy and we were also able to affordably retarget to visitors who went to the website.
Google Organic Search
