Have you ever wondered why, even with constant tweaks, your B2B marketing campaigns do not convert as expected? And yes, you are not alone. The truth is that digital paid media algorithms do not always facilitate direct conversions, even when we invest in testing and optimizations. But there is one more factor that brings a light at the end of the tunnel: purchase intent.
This is where the importance of looking beyond immediate conversions and observing your audience behavior comes in. The concept of the engagement pyramid is a powerful way to understand how users interact with digital content and how it can influence your marketing campaigns.
According to a survey by Statista, Brazil is the second social media market in the Americas and the fifth market in the world, with more than 80% of the Brazilian population accessing social media every day, which proves the importance of engagement in marketing campaigns.
The engagement pyramid
According to Gideon Rosenblatt, “ pyramid of engagement is a framework that helps us visualize how people can engage at different levels of the ’ depth in our campaigns & acknowledges that more people are more likely to engage when the level of commitment required is lower”.
Track what each level of this pyramid means:
- Vast observers (base of the pyramid) & These represent the majority of the audience and are those who consume their content passively. They read your posts, watch your videos, attend webinars and listen to podcasts, but rarely interact directly. Although they do not “raise their hands”, their latent interest is a valuable indication that your message is being received.
Digital context: these silent observers are critical to organic reach and campaign visibility.Even without interacting, they increase your brand exposure, which is essential for building awareness and trust over time.
- Passive Engagers (mid pyramid) interact sporadically, such as liking a post or watching a video, but are not yet ready to take more meaningful action, such as filling out a form or making a purchase.
Digital context: this group helps you create social signals important to algorithms, which can increase the visibility of your content. They validate the relevance of your message, even if in a discreet way.
- Active contributors (top of the pyramid) & O. They are few but extremely valuable. These users not only consume the content, but also comment, share and even create derivative content.
Digital context: although they are a minority, the active audience has a disproportionate impact on campaigns. Their actions can lead to discussions, attract new followers and eventually convert leads.
The importance of observing the intention
In the context of digital campaigns, the concept of the engagement pyramid reminds us that much of the audience is composed of silent observers. Even if they do not manifest, their consumption behavior indicates an intention that should not be ignored.
Therefore, when planning your campaigns, you need to create visually appealing and informative content that captures the attention of these observers and encourages, whenever possible, their transition to higher levels of engagement.
And remember: intention is not the same as conversion, but it is a powerful indicator that your message is on the right track.
Campaign integration
Integrate your paid media campaigns with email marketing and social selling strategies.This can reveal valuable clues about how potential leads are interacting with your brand, even if they are not yet ready to convert. After all, the customer journey is complex and every step in the right direction counts!
