Have you ever wondered why, despite constant adjustments, your B2B marketing campaigns don't 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: the purchase intention.
This is where the importance of looking beyond immediate conversions and observing your audience's behavior comes in. The concept of the engagement pyramid is a powerful way to understandhow users interact with digital contentand how this can influence your marketing campaigns.
According to Statista's research, Brazil is the second-largest social media market in the Americas and the fifth worldwide, with over 80% of the Brazilian population accessing social media daily, demonstrating the importance of engagement in marketing campaigns.
The Engagement Pyramid
According to Gideon Rosenblatt, “The Engagement Pyramid is a framework that helps us visualize how people can engage at different levels of ‘depth’ in our campaigns — and recognizes that more people are likely to engage when the level of commitment required is lower.”
Follow what each level of this pyramid means:
- Vast observers (bottom of the pyramid) — These represent the majority of the audience and are those who consume your 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 hand," their latent interest is a valuable indication that their message is being received.
Digital context: these silent observers are essential for organic reach and campaign visibility. Even without interacting, they increase your brand's exposure, which is essential for building recognition and trust over time.
- Passive Engagers (middle of the pyramid) — They engage sporadically, like liking a post or watching a video, but aren’t yet ready to take a more meaningful action, like filling out a form or making a purchase.
Digital context: this group helps to createimportant social signals for algorithms, which can enhance the visibility of your content. They validate the relevance of your message, even if in a subtle way.
- Active contributors (top of the pyramid) — They are few, but extremely valuable. These users not only consume the content but also comment, share, and even create derivative content. They are engaged and committed to your brand.
Digital context: although they are a minority, the active audience has a disproportionate impact on campaigns. Your actions can lead to discussions, attract new followers, and eventually convert.leads.
The importance of observing intention
In the context of digital campaigns, the concept of the engagement pyramid reminds us that a large part of the audience consists of silent observers. Even if they do not express themselves, their consumption behavior indicates an intention that should not be ignored.
Therefore, when planning your campaigns, it is necessary to create visually appealing and informative content that captures the attention of these viewers and encourages, whenever possible, their transition to higher levels of engagement.
And remember: intent is not the same as conversion, but it is a powerful indicator that your message is on target.
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!
