Have you ever wondered why, even with constant adjustments, your B2B marketing campaigns are not converting 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 tests and optimizations. But there is one more factor that brings a light at the end of the tunnel: the intention to buy
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 research by Statista, Brazil is the second largest social media market in the Americas and the fifth largest market in the world, given that more than 80% of the Brazilian population accesses social media every day, what proves the importance of engagement in marketing campaigns.
The engagement pyramid
According to Gideon Rosenblatt, the engagement pyramid is a structure that helps us visualize how people can engage at different levels of 'depth' in our campaigns — and recognizes that it is more likely that more people will get involved when the level of commitment required is lower
Follow 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 your content passively.They read your posts, they watch your videos, they participate in webinars and listen to podcasts, but more rarely interact directly. Although they do not "raise their hand", your latent interest is a valuable indication that your message is being received
Digital context: these silent observers are essential for the organic reach and visibility of campaigns. Even without interacting, they increase the exposure of their brand, what is essential for building recognition and trust over time
- Passive engagers (middle of the pyramid) —they interact sporadically, like a post or watching a video, but they are still not ready to take more significant action, how to fill out a form or make a purchase
Digital context: this group helps to createimportant social signals for algorithms, that can enhance the visibility of your content. They validate the relevance of your message, even if discreetly
- Active contributors (top of the pyramid) —They are few, but extremely valuable. These users not only consume the content, but they 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,converterleads.
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 is made up of silent observers. Even if they do not express themselves, your 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 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
Integration of campaigns
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 matters
