facebook business case study

11 Facebook Case Studies & Success Stories to Inspire You

Published: August 05, 2019

Although Facebook is one of the older social media networks, it's still a thriving platform for businesses who want to boost brand awareness.

With over 2.38 billion monthly active users , you can use the platform to spread the word about your business in a number of different ways -- from photos or videos to paid advertisements.

Because there are so many marketing options and opportunities on Facebook, It can be hard to tell which strategy is actually best for your brand.

If you're not sure where to start, you can read case studies to learn about strategies that marketing pros and similar businesses have tried in the past.

A case study will often go over a brand's marketing challenge, goals, a campaign's key details, and its results. This gives you a real-life glimpse at what led a marketing team to reach success on Facebook. Case studies also can help you avoid or navigate common challenges that other companies faced when implementing a new Facebook strategy.

To help you in choosing your next Facebook strategy, we've compiled a list of 11 great case studies that show how a number of different companies have succeeded on the platform.

Even if your company has a lower budget or sells a different product, we hope these case studies will inspire you and give you creative ideas for your own scalable Facebook strategy.

Facebook Brand Awareness Case Studies:

During the 2017 holiday season, the jewelry company Pandora wanted to boost brand awareness in the German market. They also wanted to see if video ads could have the same success as their other Facebook ad formats.

They began this experiment by working with Facebook to adapt a successful TV commercial for the platform. Here's a look at the original commercial:

The ad was cut down to a 15-second clip which shows a woman receiving a Pandora necklace from her partner. It was also cropped into a square size for mobile users. Pandora then ran the ad targeting German audiences between the ages of 18-50. It appeared in newsfeeds and as an in-stream video ad .

Results: According to the case study , the video campaign lifted brand sentiment during the holiday season, with a 10-point lift in favorability. While Pandora or the case study didn't disclose how they measured their favorability score, they note that the lift means that more consumers favored Pandora over other jewelers because of the ad.

Financially, the campaign also provided ROI with a 61% lift in purchases and a 42% increase in new buyers.

Video can be memorable, emotional, and persuasive. While the case study notes that Pandora always had success with ads and purchases, the jeweler saw that a video format could boost brand awareness even further.

In just 15 seconds, Pandora was able to tell a short story that their target audience could identify with while also showing off their product. The increase in favorability shows that audiences who saw the ad connected with it and preferred the jeweler over other companies because of the marketing technique.

Part of Pandora's success might also be due to the video's platform adaptation. Although they didn't create a specific video for the Facebook platform, they picked a commercial that had already resonated with TV audiences and tweaked it to grab attention of fast-paced Facebook users. This is a good example of how a company can be resourceful with the content it already has while still catering to their online audiences.

Rock & Roll Hall of Fame

The Rock & Roll Hall of Fame , a HubSpot customer, wanted to boost brand awareness and get more ticket purchases to their museum. Since they'd mainly used traditional customer outreach strategies in the past, they wanted to experiment with more ways of reaching audiences on social media.

Because the museum's social media team recognized how often they personally used Facebook Messenger, they decided to implement a messaging strategy on the Hall of Fame's official business page.

From the business page, users can click the Get Started button and open a chat with the Hall of Fame. Through the chat, social media managers were able to quickly reply to questions or comments from fans, followers, and prospective visitors. The reps would also send helpful links detailing venue pricing, events, other promotions, and activities in the surrounding area.

Since the Messenger launch, they claim to have raised their audience size by 81% and sales from prospects by 12%. The company claims that this feature was so successful that they even received 54 messages on an Easter Sunday.

Being available to connect with your audiences through Messenger can be beneficial to your business and your brand. While the Rock & Roll Hall of Fame boosted purchases, they also got to interact with their audiences on a personal level. Their availability might have made them look like a more trustworthy, friendly brand that was actually interested in their fanbase rather than just sales.

Facebook Reach Case Study:

In early 2016, Buffer started to see a decline in their brand reach and engagement on Facebook due to algorithm changes that favored individuals rather than brands. In an effort to prevent their engagement and reach numbers from dropping even further.

The brand decided to cut their posting frequency by 50%. With less time focused on many posts, they could focus more time on creating fewer, better-quality posts that purely aimed at gaining engagement. For example, instead of posting standard links and quick captions, they began to experiment with different formats such as posts with multi-paragraph captions and videos. After starting the strategy in 2016, they continued it through 2018.

Here's an example of one an interview that was produced and shared exclusively on Facebook.

The Results: By 2018, Buffer claimed that the average weekly reach nearly tripled from 44,000 at the beginning of the experiment to 120,000. The page's average daily engagements also doubled from roughly 500 per day to around 1,000.

In 2018, Buffer claimed that their posts reached between 5,000 to 20,000 people, while posts from before the experiment reached less than 2,000.

Although Buffer began the experiment before major Facebook algorithm changes , they updated this case study in 2018 claiming that this strategy has endured platform shifts and is still providing them with high reach and engagement.

It can be easy to overpost on a social network and just hope it works. But constant posts that get no reach or engagement could be wasted your time and money. They might even make your page look desperate.

What Buffer found was that less is more. Rather than spending your time posting whatever you can, you should take time to brainstorm and schedule out interesting posts that speak directly to your customer.

Facebook Video Views Case Studies:

Gearing up for Halloween in 2016, Tomcat, a rodent extermination company, wanted to experiment with a puppet-filled, horror-themed, live video event. The narrative, which was created in part by their marketing agency, told the story of a few oblivious teenage mice that were vacationing in a haunted cabin in the woods. At peak points of the story, audiences were asked to use the comments to choose which mouse puppet would die next or how they would die.

Prior to the video event, Tomcat also rolled out movie posters with the event date, an image of the scared mouse puppets, and a headline saying, "Spoiler: They all die!"

Results: It turns out that a lot of people enjoy killing rodents. The live video got over 2.3 million unique views , and 21% of them actively participated. As an added bonus, the video also boosted Tomcat's Facebook fanbase by 58% and earned them a Cyber Lion at the 2017 Cannes Lions awards.

Here's a hilarious sizzle reel that shows a few clips from the video and a few key stats:

This example shows how creative content marketing can help even the most logistical businesses gain engagement. While pest control can be a dry topic for a video, the brand highlighted it in a creative and funny way.

This study also highlights how interactivity can provide huge bonuses when it comes to views and engagement. Even though many of the viewers knew all the rats would die, many still participated just because it was fun.

Not only might this peak brand interest from people who hadn't thought that deeply about pest control, but interactivity can also help a video algorithmically. As more people comment, share, and react to a live video, there's more likelihood that it will get prioritized and displayed in the feeds of others.

In 2017, HubSpot's social media team embarked on an experiment where they pivoted their video goals from lead generation to audience engagement. Prior to this shift, HubSpot had regularly posted Facebook videos that were created to generate leads. As part of the new strategy, the team brainstormed a list of headlines and topics that they thought their social media audience would actually like, rather than just topics that would generate sales.

Along with this pivot, they also experimented with other video elements including video design, formatting, and size .

Results: After they started to launch the audience-friendly videos, they saw monthly video views jump from 50,000 to 1 million in mid-2017.

Creating content that caters to your fanbase's interests and the social platform it's posted on can be much more effective than content that seeks out leads.

While videos with the pure goal of selling a product can fall flat with views and engagement, creative videos that intrigue and inform your audiences about a topic they relate to can be a much more effective way to gain and keep your audience. Once the audience trusts you and consumes your content regularly, they might even trust and gain interest in your products.

Facebook App Installs Case Study:

Foxnext games.

FoxNext Games, a video game company owned by 20th Century Fox, wanted to improve the level of app installs for one of its newest releases, Marvel Strike Force. While FoxNext had previously advertised other games with Facebook video ads, they wanted to test out the swipe-able photo carousel post format. Each photo, designed like a playing card, highlighted a different element of the game.

The add offered a call-to-action button that said "Install Now" and lead to the app store where it could be downloaded. FoxNext launched it on both Facebook and Instagram. To see if the carousel was more efficient than video campaigns, they compared two ads that advertised the same game with each format.

Results: According to Facebook , the photo ads delivered a 6% higher return on ad spend, 14% more revenue, 61% more installs, and 33% lower cost per app install.

Takeaways If your product is visual, a carousel can be a great way to show off different elements of it. This case study also shows how designing ads around your audience's interest can help each post stand out to them. In this scenario, FoxNext needed to advertise a game about superheroes. They knew that their fanbase was interested in gaming, adventure, and comic books, so they created carousels that felt more like playing cards to expand on the game's visual narrative.

Facebook Lead Gen Case Study:

Major impact media.

In 2019, Major Impact Media released a case study about a real-estate client that wanted to generate more leads. Prior to working with Major Impact, the Minneapolis, Minnesota brokerage hired another firm to build out an online lead generation funnel that had garnered them no leads in the two months it was active. They turned to Major Impact looking for a process where they could regularly be generating online leads.

As part of the lead generation process, the marketing and brokerage firms made a series of Facebook ads with the lead generation objective set. Major Impact also helped the company build a CRM that could capture these leads as they came in.

Results: Within a day, they received eight leads for $2.45 each. In the next 90 days, the marketing firm claimed the ads generated over 370 local leads at the average cost of $6.77 each. Each lead gave the company their name, email, and phone number.

Although these results sound like a promising improvement, readers of this case study should keep in mind that no number of qualified leads or ROI was disclosed. While the study states that leads were gained, it's unclear which of them lead to actual sales -- if any.

This shows how Facebook ad targeting can be helpful when you're seeking out leads from a specific audience in a local area. The Minneapolis brokerage's original marketing and social media strategies weren't succeeding because they were looking for a very specific audience of prospective buyers in the immediate area.

Ad targeting allowed their posts to be placed on the news feeds of people in the area who might be searching for real estate or have interests related to buying a home. This, in turn, might have caused them more success in gaining leads.

Facebook Engagement Case Study:

When the eyewear brand Hawkers partnered up with Spanish clothing brand El Ganso for a joint line of sunglasses, Hawkers' marketing team wanted to see which Facebook ad format would garner the most engagement. Between March and April of 2017, they launched a combination of standard ads and collection ads on Facebook.

While their standard ads had a photo, a caption and a call-to-action linking to their site, the collection ads offered a header image or video, followed by smaller images of sunglasses from the line underneath.

Image from Digital Training Academy

To A/B test ad effectiveness of the different ad types, Hawkers showed half of its audience standard photo ads while the other half were presented with the collection format. The company also used Facebook's Audience Lookalike feature to target the ads their audiences and similar users in Spain.

Results: The collection ad boosted engagement by 86% . The collection ads also saw a 51% higher rate of return than the other ads.

This study shows how an ad that shows off different elements of your product or service could be more engaging to your audience. With collection ads, audiences can see a bunch of products as well as a main image or video about the sunglass line. With a standard single photo or video, the number of products you show might be limited. While some users might not respond well to one image or video, they might engage if they see a number of different products or styles they like.

Facebook Conversion Case Study:

Femibion from merck.

Femibion, a German family-planning brand owned by Merck Consumer Health, wanted to generate leads by offering audiences a free baby planning book called "Femibion BabyPlanung." The company worked with Facebook to launch a multistage campaign with a combination of traditional image and link ads with carousel ads.

The campaign began with a cheeky series of carousel ads that featured tasteful pictures of "baby-making places," or locations where women might conceive a child. The later ads were a more standard format that displayed an image of the book and a call-to-action.

When the first ads launched in December 2016, they were targeted to female audiences in Germany. In 2017, during the later stages of the campaign, the standard ads were retargeted to women who had previously interacted with the carousel ads. With this strategy, people who already showed interest would see more ads for the free product offer. This could cause them to remember the offer or click when they saw it a second time.

Results: By the time the promotion ended in April 2017, ads saw a 35% increase in conversion rate. The company had also generated 10,000 leads and decreased their sample distribution cost by two times.

This case study shows how a company successfully brought leads through the funnel. By targeting women in Germany for their first series of creative "baby-making" ads, they gained attention from a broad audience. Then, by focusing their next round of ads on women who'd already shown some type of interest in their product, they reminded those audiences of the offer which may have enabled those people to convert to leads.

Facebook Product Sales Case Study

In an effort to boost sales from its Latin American audiences, Samsung promoted the 2015 Argentina launch of the Galaxy S6 smartphone with a one-month Facebook campaign.

The campaign featured three videos that highlighted the phone's design, camera, and long battery life respectively.

One video was released each week and all of them were targeted to men and women in Argentina. In the fourth week of the campaign, Samsung launched more traditional video and photo ads about the product. These ads were specifically targeted to people who'd engaged with the videos and their lookalike audiences.

Results: Samsung received 500% ROI from the month-long campaign and a 7% increase in new customers.

Like Femibion, Samsung tested a multiple ad strategy where the targeting got more specific as the promotions continued. They too saw the benefit of targeting ads to users who already showed interest in the first rounds of advertisements. This strategy definitely seems like one that could be effective when trying to gain more qualified leads.

Facebook Store Visits Case Study:

Church's chicken.

The world's third-largest chicken restaurant, Church's Chicken, wanted to see if they could use Facebook to increase in-restaurant traffic. From February to October of 2017, the chain ran a series of ads with the "Store Traffic" ad objectives. Rather than giving customers a link to a purchasing or order page, these ads offer users a call-to-action that says "Get Directions." The dynamic store-traffic ad also gives users the store information for the restaurant closest to them.

Image from Facebook

The ads ran on desktop and mobile newsfeeds and were targeted at people living near a Church's Chicken who were also interested in "quick-serve restaurants." The study also noted that third-party data was used to target customers who were "big spenders" at these types of restaurants.

To measure the results, the team compared data from Facebook's store-reporting feature with data from all of its locations.

Results: The ads resulted in over 592,000 store visits with an 800% ROI. Each visit cost the company an average of $1.14. The ROI of the campaign was four times the team's return goal.

If you don't have an ecommerce business, Facebook ads can still be helpful for you if they're strategized properly. In this example, Church's ads targeted locals who like quick-serve restaurants and served them a dynamic ad with text that notified them of a restaurant in their direct area. This type of targeting and ad strategy could be helpful to small businesses or hyperlocal businesses that want to gain foot traffic or awareness from the prospective customers closest to them.

Navigating Case Studies

If you're a marketer that wants to execute proven Facebook strategies, case studies will be incredibly helpful for you. If the case studies on the list above didn't answer one of your burning Facebook questions, there are plenty of other resources and success stories online.

As you look for a great case study to model your next campaign strategy, look for stories that seem credible and don't feel too vague. The best case studies will clearly go over a company's mission, challenge or mission, process, and results.

Because many of the case studies you'll find are from big businesses, you might also want to look at strategies that you can implement on a smaller scale. For example, while you may not be able to create a full commercial at the production quality of Pandora, you might still be able to make a lower-budget video that still conveys a strong message to your audience.

If you're interested in starting a paid campaign, check out this helpful how-to post . If you just want to take advantage of free options, we also have some great information on Facebook Live and Facebook for Business .

Don't forget to share this post!

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The Ultimate List of Facebook Ads Case Studies (+ 38 lessons you can’t ignore)

by: 6 Comments

Without a doubt, Facebook is THE place to be to build audiences and generate revenue.

You know it, I know it… Every single marketer knows it.

But with it’s decreasing organic reach, you’ll need to rely on Facebook Ads more than ever.

That means your money is on the line, which is why you’ll want to know  what REALLY works and what doesn’t work  before you even get started.

So, to bust all the myths and speculations, we’ve been analyzing 13 Facebook Ads case studies from various well-known experts.

From campaigns spending $1/day to millions a year. Campaigns focused on bringing in hundreds of thousands in revenue as well as bringing in low-cost leads.

You’ll get to see it all in the following 13 Facebook Ads case-studies.

Case Study # 1 – What Noah Kagan Learned Spending $2 Million on Facebook Ads

This is the case study and key insights from Noah Kogan who has spent millions on Facebook Ads so far.

The advice and lessons learned from this case study will be far more insightful than people that have to spend some hundred or thousands of dollar on Facebook Ads.

Noah Kagan of AppSumo and SumoMe shared his experience spending $2 million on Facebook Ads across his different products.

Apart from promoting his key products ( AppSumo and SumoMe ), he showed how he earned $267 in profit from each Monthly1k course he sells.

He used Facebook Advertising to bring traffic to his website, increase his email subscription and later sell them the course.

Each email lead would cost him $3, and every 89th email lead went on to buy the course giving him $267 in net profit (after all deductions, cancellations, etc.effectively).

This is a classical example of how to best leverage Facebook Ads. People browse Facebook for casual fun, catching up with friends and family – but not to being sold.

It is best to use Facebook to drive them to opt-in to your lead magnet before pushing them your product.

They will be more inclined to engage with your Facebook Ads if it’s not asking for their credit card but rather giving some value without any cost to them.

Although, he provided a lot of insight from his million dollar spending on Facebook Ads, here are some of the key takeaways and lessons learned.

Lesson Learned # 1 –  Use data at hand effectively to target your Facebook ads strategically. Such as copying the success of your competitors , targeting the fans of your competitors and creating lookalike audience from existing customers and email subscribers.

Lesson Learned # 2 – Start with a small budget and capitalize on the ads targeting which is giving you the best ROI.

Lesson Learned # 3 – Keep your targeting narrow than being broad. Narrower audiences not only is easier to reach on a limited budget but are highly likely to convert. But narrow audience doesn’t mean it has to be small, rather an ideal size ( in between narrow and broad)

Case Study # 2 – $5800 Monthly Recurring Revenue Using Facebook Ads Retargeting

Design Pickle is a design-as-a-service that provides unlimited graphics designing services under a monthly retainer fee. Being a newer concept and a service that requires a direct interaction of humans ( as in passing design briefs and requirements), it is hard to promote the service using standard means.

Following the footsteps of how most SaaS businesses generate leads, they  ran a Facebook Ad Campaign in which they offered a Free Custom Design without the need for any credit card ( an equivalent to Free Trial)

They directed the Facebook Ads traffic to a long-form signup form so they would weed out potential customers from onlookers. This was deliberately done as people that go on to filling the long form were most likely to be interested in the services.

Although they were able to capture some leads, the best part came when they started using retargeting.

Want to get more results from Facebook Ads? Check out our free targeting training here.

Design Pickle identified that they could use retargeting with better effect. So they implemented a retargeting campaign on the sales page visitors which accounted for 17 of the 30 new customers.

More than 50% of their new customers just came from the retargeting marketing campaign, which justifies the fact that converting a retargeted visitor is much easier and efficient than converting a new one.

Lesson Learned # 4 – No matter how complex, unique or new (business model) type of business you have, Facebook Ads can still work for you.

Lesson Learned # 5 – Use the magnetic power of retargeting to bring back customers that already have shown interest in your products.

Lesson Learned # 6 – Build a sales funnel along with your Facebook Ads. Such as in this case, people that initially saw the ad but didn’t go on to fill up the form were retargeted again.

Case Study # 3 – What Will  $5/day on Facebook Get You?

With the tremendous growth of businesses interest in advertising and marketing their product on Facebook,   Buffer did a small experiment to see how a minimal investment of $5 on Facebook Ads can give them.

The $5 ad spend was tested for different objectives such as page likes, clicks to website and effects on boosted post.

And here are the results they achieved for every $5 spend on each of the activity below;

Page Likes – 9 Likes per day

Clicks to the homepage / landing page – 1 per day

Boosted post – 787 new people reached

So there is something for business seen on a small budget.

Here is the audience targeting they set;

As you can see, they’re targeting people who are interested in social media, excluding their fans.

Furthermore, just to give you an example of creating a Killer Facebook Ad, see this the ad buffer created for the Page Likes campaign.

Apparently, this ad comes across as very social/human (since it’s showing the team) – which is why it’s been working well for a “like” campaign.

So to get the best bang out of your Facebook Ads even on a small budget, try zooming in your target audience and create ads copy that reflect or resonate with them.

Lesson Learned # 7 – If you want to test the Facebook Ads waters or generate buzz for your product, a small budget can also do good for you. Not only it creates awareness for your business, but you might also score a handy traffic and some sales too in the process.

Lesson Learned # 8 – You don’t need a large budget to succeed with Facebook Ads. If you target and optimize the ads well, you still can get a good traction regardless of your objective.

Lesson Learned # 9 – When targeting for page likes, always make sure that you Exclude your current page followers.

Lesson Learned # 10 – Make sure the ad image / creative you select, must match with the objective of the ad.

Case Study # 4 – Facebook Ads Success with just $1 per Day

Similar to the Buffer experiment, this case study by Brian Carter , a prominent Facebook Marketing and Advertising Expert and Bestselling author of the book “ The Like Economy”  showed that even investing a minimum of $1/day on Facebook Ads  can give you a significant reach.

By consistently investing $1/day for 30 days, he was able to reach 120,000 people or 4000 people every day.

He in an active user of most advertising platforms and this is what he found as the cost to reach 1000 people using popular advertising channels.

Facebook Ads are far cheaper than the legacy advertising solutions (newspaper, tv, etc.), but also left behind its online competitors (Adwords and LinkedIn).

The objective of this case study or experiment was to show that even if you start with a minimal budget, Facebook Ads can still prove beneficial.

Most businesses can afford to spend $1/day on Facebook, can’t they?

Lesson Learned  # 11 – Budget is or should not be a roadblock for virtually any business. $1/day or $30/month is not a big deal for most businesses.

Lesson Learned # 12 – Even if you are investing more on other channels for traffic or lead generation successfully, it doesn’t hurt to spend a small proportion on Facebook Ads. You might get the same number of traffic, but the overall cost will be much cheaper than all other alternatives.

Check out more details about this case study here.

Case Study # 5 – $14,114 in revenue from $8,240.17 spent in Facebook Ads

This case study is purely about generating leads than anything else.

Brian Moran , the founder of SamCart , used  Facebook As to sell his courses and training products .

He tested three different targeting groups where;

• One group was his existing email list.
• The 2nd group was the lookalike version of his email list.
• And the third was custom audience he created using the native+ advanced targeting features of Facebook.

And after spending $8240 on the ads on these groups, he was able to get;

• $3496 in Sales from $1800 in ad spend from group 1
• $1546 in Sales from $895 in ad spend from group 2
• $9039 in Sales from $5153 in ad spend from group 3

Although all of the ads returned an ROI of 2:1, the 3rd group clearly outperformed the others.

So as seen, changing and testing around with your targeting can give you better results than standard targeting.

Typically existing subscribers are considered a gold mine to be reaped over and over but Brian proved that you can still succeed with Facebook Ads if you just get you targeting right.

Even if you don’t have a big list of subscribers, using native targeting features of Facebook can bring you in front of the right viewers.

Lesson Learned # 13 – Retarget or advertise your offer to existing subscribers as well. This is particularly helpful if you want to convert your blog subscribers into warm leads or paying customers .

Lesson Learned # 14 – Use lookalike audience effectively. Brian created a lookalike audience from his existing email subscribers that brought in $1546 in revenue from $895 in ad spend.

Lesson Learned # 15 – Fine tune your advertising to narrow down to your targeted audience as much as possible. Brian got the best response from the custom targeting he set up.

Lesson Learned # 16 – Just beside A/B testing your Facebook ad copy , split test between your targeting groups too. When seeing results from the third group, Brian invested more in it, and the results were equally rewarding.

Case Study # 6 – How an Advertising “FAIL” Can Actually Turn Into a “WIN”

This case study is rather interesting as it started off from a failure before they got their winning aha-moment.

Angela Ponsford started a Facebook Ad campaign for her client who wanted to sell a high-priced $990 home renovation program to women’s in 30-40 age range across the USA.

The idea was to build an email list via Facebook Ads and later show them ads for Free Webinar that will lead to the program she wants to sell.

When they run the ads, they performed well, but most of the people that were engaging with it were not the actual audience perceived.

She thought women in the 30-40 age group would take more interest in her program, but women above 45+ were engaging most with her ad and content.

The first few days just yielded in 2 sign ups at the cost of nearly $27 each. So she optimized the ad targeting and the ad copy in line with the results they achieved earlier.

The second run significantly improved the cost/lead, dragging it down to 4 leads at $5.43 each.

After several rounds of testing and tuning with targeting and ad copies, she was able to bag in 400 leads at a cost $507 and some happy customers that went on buying the program.

One of their best performing ads was shared 14 times which indicated that the ad copy was talking to the customer and performed well.

It is essential that you keep on monitoring and optimizing your campaign- especially at the start. Angela was able to reduce the cost/lead from $27 to just $1.27 in the end by continually improving the campaign in the line of results she was getting.

Unless you have a large budget to spend, test your campaign in small budget / test runs until you find what’s working or you might end up spending a lot of money with little results.

Lesson Learned # 17 – There is no barrier to the type and cost of the product you are selling – you can even sell a high priced product using Facebook Ads .

Lesson Learned # 18 – Do some preliminary ad test to fine tune on the audience and then invest more budget where you get the most gold.

Lesson Learned # 19 – The ideal audience perceived by you might not always be correct.

Lesson Learned # 20 – Sometimes the simplest of thing are most effective. By changing the word “Webinar” to “Workshop” on the ad copy, the CTR and leads doubled.

Case Study # 7 – 89% cheaper cost / lead with Facebook Ads

Google Adwords in arguably the most used platform when it comes to online advertising. Hundreds of thousands of businesses use its daily traffic and leads.

But, it’s still expensive to reach for some.

Dave Rogenmoser of The Market Results, identified that cost/lead for a high-end app and web development company ranges between $250 – $1000 / lead on Adwords.

Although $250/lead was a good deal for a $80,000 contract, they wanted more.

Fast forward, they leveraged the narrow-down targeting capabilities of Facebook to target startups that might be in need of app development .

Dave mentioned that the hardest part of the campaign for them was to set targeting for their audience. As we saw from earlier case studies, narrowing down on your target audience is much more beneficial than broadening it.

And he did exactly just that- zoomed in on funded startups that might be in need of app development.

With a spend of $993 across a week, they were able to score 34 leads which was far much quicker and cheaper than Google Adwords.

From the first week of the run, they were able to decrease their cost/lead to $28 a piece, 89% cheaper than what it takes from Adwords.

Want similar results? Check out our free targeting training here.

This goes to show you that how cost effective leads from Facebook can turn out to be when compared with other options.

Lesson Learned # 21 – Facebook Ads are cost effective as compared to Google Adwords when it comes to B2B leads generation.

Lesson Learned # 22 – Facebook ads provide narrower targeting which helps you to laser in on your ideal audience. Setting up the correct targeting is one of the essential parts of your campaign.

Case Study # 8 – 7 Mistakes Made While Spending $234.07 on Facebook Ads

At Connectio we often hear customers saying that they have none or very limited success via Facebook Ads. Either it was not giving the desired results or is turning out to be expensive for them.

This case study is especially useful for such Facebook Ad starter business that is struggling to find their way.

Philip Kleudgen, a web development, and marketing specialist for restaurant owners, shares his experience of how he started off with Facebook Ads- with no prior experience .

As like more people starting off with Facebook Ads, he made some classic mistakes such as;

• Targeting was not set correctly.  He was targeting a very little set of individuals.
• Used only one image and didn’t A/B test between different images or ad copies.
• Wasn’t tracking conversions correctly due to missing or improper configuration
• Keep running ads that were unprofitable.

After running the ad for week or so, he spent $234 on Facebook Ads with a meager CTR and earned less than the actual ad spend.

Although, he was at a loss at this campaign some valuable lessons learned.

But at such stage, most businesses give up rather than realizing their mistakes and optimizing their campaign accordingly.

So it’s important to review and analyze performance and mistakes in your Facebook Ads campaign before ruling the platform as a failure.

Lesson Learned # 23 – Take some pre-campaign time to research and identify your targeted audience. Ideally, have a separate ad set for each unique audience you are targeting.

Lesson Learned # 24 – If your objective is lead generation or sales, you need to set your conversion tracking and do it right. If you aren’t tracking your conversions correctly how would you analyze performance?

Lesson Learned # 25 – Have multiple images and copies of your ad in hand before starting a campaign.

Lesson Learned # 26 – Don’t spend that much money on ads or campaigns that are not giving any result.

Case Study # 9 – How Veeroll Sold 122 Subscriptions with $2.5k Spend on Facebook Ads in 2 Weeks

This case study is another classical example that Facebook can be effectively used to generate leads for B2B businesses. B2B businesses. It also shows how businesses can gain better results by using video ads and continually optimizing the campaign to improve performance. Veeroll along with other places started off their campaign on Facebook and sent all traffic to a webinar funnel . They were also tracking website conversions to know how many people referred from Facebook were converting on that landing page.

They set their targeting and created the ads. Initially, they were getting a higher CPC.

Although their primary objective was to show the video ads, they also tested the text ad along with it and they saw a huge difference between both.

This the stats on their text ad;

And compare that to the video ad;

They spent a little more on the video ads, but have 18X more engagement and were 3.5X more than the text ads.

So seeing the video ads were proving better, they went on creating multiple video ads.

This is one of the video ads they were using.

Specifically, implementing retargeting on the website helped them lower their CPC and improve their conversions.

At the end of 2 weeks campaign, they were able to have 122 signups that resulted in $11,000 of monthly revenue that too just from a $2500 in ad spend.

That is almost 400% is profit against the cost of Facebook Ads, not to mention that the lifetime value of these customers will be way much than this.

Lesson Learned # 27 – Don’t get faltered from initial road bumps. Review the performance and capitalize where most performance is achieved. Such as mobile users were engaging far more than desktop users in this case so apparently it makes sense to pour more budget here.

Lesson Learned # 28 –  Retargeted traffic gave better conversion then the cold traffic. Veeroll has the lowest CPC and conversion from retargeted ads.

Lesson Learned # 29 – Don’t just stick to conventional ad styles. Try video ads too. They have incredible engagement and lets you communicate more message than what it takes from text and image ads.

Case Study # 10 – Reaping $163,969 in revenue from $5989 of ad spend in just 34 days

This is an absorbing Facebook Ad Case Study as it not only achieved a remarkable result but worked on an approach that will work in any niche – yes any niche. It is also very helpful for startup businesses that have none or small following and email list.

Paul Romando’s  Facebook Ad’s campaign for his client returned a staggering $163,969 in revenue from a mere $5989 in ad investment.

That’s an insane 2737.80% of return in just 34 days of the campaign.

Paul’s success formula was simple.

Rather than going for the hard sell, he created a Facebook funnel, where leads first opted in on content ( lead magnet) around a product.

And later, for all those that opted in, Paul would show a different ad set that directly takes them to the sale page.

He calls this is the Elope Approach.

His multi-step Facebook Ad Strategy builds up a connection with your targeted audience before going for the sale. This helps in nurturing leads and segmenting people that are most likely to convert.

Particularly important was the Facebook Ad relevance score. A high Facebook Ad relevance score helped your ad not being flagged by Facebook and delivered to your targeted audience.

So when he showed the sales ads to his existing audience, a high relevance score for imminent as these people already knew him.

For most B2B businesses having a Facebook Sales Funnel is crucial. It might sound a lot of work but gains are immense, and you can use it over and over again.

Lessons Learned # 30 – Rather than going straight for sales, develop a Facebook funnel through a lead magnet. Once you have subscribers in your funnel, nurture them with you offer ads.

Lessons Learned # 31 – Use different ads / ad sets for the retargeted audience / warm leads. Since they already know about your product, take them straight to your money page.

For example, create a different ads / ad set for cold and warm leads and make sure that you exclude each one of them in the targeting set.

Case Study # 11 – How Wahida Generated High-Quality Leads With Just $10/Day

Sending people straight to a sales page might work in commodity niches such as online stores, but for B2B services it’s essential to capture the leads first.

This case study came from Wahida Lakhani, one of the students of Claire Pelletreau from her Ad Consultant Incubator program. She was able to manage a very low cost / lead for a client in health and fitness niche.

The idea was same as Paul Romano – generate leads using a lead magnet and then move on for the sale.

But she tweaked it a bit.

Rather than sending them to a lead magnet straight away, she added another layer. She sent the traffic from Facebook ad to a high-quality article on the blog and added a lead magnet as the content upgrade.

The original article was on creating “Easy Chocolate Peanut Butter Bars” but she added the details of the lead magnet “6 Vegan and Gluten-Free Recipes.”

This is uber awesome, provided you have an ultra high-quality article that drives CTR from Facebook and an equally irresistible lead magnet.To ensure they provided the detail of valuable content in the ad, she also added the lead magnet detailed information in the FB ad.

The results were 10/10 relevance score from Facebook, high CTR ( 5%)  and lead cost at just $0.65.

Want 10/10 relevance scores also? Check out our free targeting training here.

This was far less than the industry standard in health and wellness. So regardless of how competitive your niche is, there is still an opportunity for to score dirt-cheap leads.

Lesson Learned # 32 – Having a high-quality content helps in generating high CTR, better engagement, and lead generation.

Lesson Learned # 33 – Use your Facebook Ad effectively to list all the value you are providing. This will make your case stronger and gives the reader more reason to interact with your ad.

Lesson Learned # 34 – With a well thought out plan / funnel / strategy, you can shatter any industry benchmarks no matter how competitive your niche is.

Case Study # 12 –  How Mary Got 532 Subscribers in 43 days Using Facebook Ads

For startup businesses and bloggers, getting new subscribers for their blog is often challenging. They might end up producing high-quality content but fail to attract the subscribers/ optins they would expect.

This case study will help you understand that how can you use Facebook Ads to generate more subscribers for your blog.

Mary Fernandez shows how she gained new blog subscribers for just $0.43 each using video ads.

One common thing that she experienced in building blog subscribers for her clients was that personalizing the ad gave better results than a stock-photo ad.

Such as these are some examples of a personalized ad.

And this too;

Why these ads?

View the Facebook from the standpoint of a potential subscriber.

They are probably surfing Facebook to see what their friends are doing, following up with family and socializing but not to view ads.

If your ad looks like a traditional ad, there is a high chance that they will ignore it. But if they see something relevant or something which might not be another ad from the laundry, they are more likely to engage.

So where possible try to use a personal looking photo of you or your employees, instead of stock photos.

Lessons Learned # 35 – Facebook Ads can be used for any objective – even if its finding or increasing new subscribers for your blog.

Lesson Learned # 36 – Keep your ads as personal as possible. Your audience will be more likely to interact with your ad if it has a human effect / touch.

Case Study # 13 – How Servando got 500% ROI from a $20 Facebook Ad budget

This case study is especially useful for people and businesses that don’t have a product of their own but are promoting affiliate products.

We have often seen our customers using Facebook Ads for promoting affiliate offers, but they seem to struggle in creating an effective strategy.

One of the biggest mistakes they make is not using the landing page effectively.

It’s not difficult or impossible to send traffic from Facebook. If you set your targeting right, you will still be able to get the required traffic.

However, if you are promoting affiliate products on Facebook , don’t send them straight to a sales page but to a “bridge” page first.

This is what Servando Silva of Stream-Seo did. For the affiliate offer, he was promoting using two landing pages.

1 – One page that had a description of the offer and a Free Trial button that took them straight to the sales page.

2 – One that has an opt-in form ( just for email) and after submitting will lead to the sales page.

He spent overall $20 on ads on both the ads pages and was able to earn $100 in commission and 60 valuable leads.

Though the sales came from the first page, he was able to score valuable leads via the second ad and landing page.

Not only did he earn $80 over his $20 spend, but he also grew his list which he can leverage in the future.

From the 198 people that clicked on from his Facebook Ads , almost 119 clicked on to the affiliate link. So this shows that bringing quality traffic certainly works in your favor.

Lesson Learned # 37 – If you want the best ROI from your campaigns, don’t just focus on the Facebook Ad part – plan ahead where you will send the traffic and how will you capitalize on them.

Lesson Learned # 38 – Create multiple funnels and objectives from different ad sets and landing pages. Such as in this case he tested two ads on two different landing pages giving him multiple segmented audiences.

So there you have it – an in-depth review of the best handpicked Facebook Ads Case studies from nearly all types of businesses with variable objectives.

By reviewing the above case studies, it is evident that the success of Facebook Ads lies in multiple things. But it’s also clear that budget is not a primary factor, and you can succeed with even minimal of the budget.

What’s your favorite case study?

How to write an effective social media marketing case study: 9 important things for agencies and freelancers to include

Alexander Chafe

Table of contents

As a social media agency or freelancer with established client relationships, you’ve surely developed an impressive portfolio of projects and results. You’re an awesome marketer, which prospective clients need to see as you grow your business. A social media marketing case study is a great tool to showcase your services in a relatable way and win clients. 

To help you create a powerful case study that stands out, we’ve outlined a fool-proof process for case study design and 9 things you must include. 

What is a social media marketing case study? 

A social media case study is a detailed review of how your services helped a specific client achieve their goals. 

Case studies are common research tools in science and business. But rather than a dry, academic analysis, you want to create a customer-focused story that potential clients can easily relate to. Leads should identify with the successful client’s character and see you as their expert guide. Keep this in mind as we explain how to create a case study for social media. 

“You need to have case studies that directly support your core product benefits and features. Your goal should be to show how your customers succeeded because of your key value props.” - Henry Brown , Head of Growth, Gadget

How to write a social media case study 

An effective case study requires thoughtful planning, research and analysis, and (of course) great writing. After reviewing case study guidelines from various academic , marketing , literary , and scientific sources, we’ve summarized the process into 5 easy steps.  

I. Set goals and prepare for research 

The first step is to set a goal for the case study to determine what kind of story you want to tell.      

You likely have social media clients that fit different personas. Some may be small organizations with a one-person marketing team and limited budget needing advice on social media content planning. Other clients may be full marketing teams looking for direction on scaling their paid and organic social channels. Each type of client has a very different narrative. 

Now consider your target customer. You’ll want to create a case study they identify with by highlighting work you’ve done for a client with similar objectives. Choose a related client with impactful results and ask if they’d be interested in being featured in a case study. (If you have multiple target customer personas, plan to write a case study for each). 

With a defined focus, brush up on the client account, schedule interviews with key decision-makers in the organization, and prepare case study interview questions. 

II. Conduct client interviews 

Client interviews are a great way to gather research for your case study and add context to your story. You likely know your client’s social media goals, current tactics, and what results they’ve seen. But, what do you know about their situation before working with you, why they chose your agency, or how they’ve enjoyed your working relationship? 

By asking these questions and digging deeper, you can further define their character throughout your marketing case study. It’s a great idea to share case study questions with your client before the interview, so they can come prepared. 

During the interview, ask open-ended questions that follow a narrative to encourage discussion. Start by asking about the client’s background, how they managed social media before working with you, why they chose an agency or freelancer, and the challenges they faced. Then you can discuss how you’ve worked together to help them succeed and how they’ve grown.

Don’t be afraid to ask why or other follow-up questions to gain further insight. At this stage, you want to gather as much info as possible to make your case study relatable.   

Conclude the interview by thanking your client for their time and summarizing any follow-ups. If you want to feature specific results or content in your social media marketing case study, discuss how it will be used and get any necessary approvals. 

III. Gather reports and results

When reading a case study, prospective clients will want to see results. So, gathering data and reports that show your client’s success is an important part of case study research. 

You can include expected metrics like reach and engagement of social campaigns . Brandon Moore advises also going beyond these metrics and incorporating tangible results related to a client’s overall business objectives. 

“A compelling case study should detail how a campaign increased foot traffic, boosted online sales, or lowered customer acquisition costs. Highlight how your efforts improved customer retention rates or increased average deal size. You may have to dig for this data, but these metrics paint a stronger picture of the real impact social media has on business growth and are exactly what companies will be looking for when evaluating potential social media marketing services. Demonstrating this isn't always easy, but it will set your case study apart from other vendors that haven’t gone deep enough.” - Brandon Moore , Director of Content Marketing at Vendasta & Founder of Sendies

With this information, it’s time to start thinking about your case study’s framework.  

IV. Analyze research and create a case study outline 

The next step in designing your social media marketing case study involves analyzing your research and planning the format of your case study. 

Review all the information you’ve gathered and organize it into the following categories: Client background, problem or opportunity identification, goals, solution execution, and results. Each of these topics can become sections when writing your case study.      

V. Write and summarize the case study

This is where writers shine! When writing B2B case studies, use clear and simple language. Incorporate plenty of white space, bold key points, and separate sections with headings. This makes everything scanable. 

Include data and reports to showcase results, as well as samples of work that was produced for the client. Also, keep in mind that you’re telling a story. Prospective customers should be able to identify with the client you’re featuring and follow their journey from problem to success. Adding quotes from interviewees is a great personal touch. 

After writing the full case study, summarize up to 5 key points and the most impressive results. This can be included at the beginning of your case study or in an infographic to give readers a quick snapshot.  

What is the format for writing a social media marketing case study?

In its simplest form, a case study format should showcase a problem or opportunity, how it was solved, and related results. But, there’s much more you can do to stand out. Based on our research, we’ve compiled a list of 9 things an effective case study must include.  

1. A great headline

First, it’s important to have a great headline. Headlines should be descriptive and specific, so readers understand what they’ll learn from reading further.   

For example, a general headline like “How HeyOrca helped a company plan social content” doesn’t grab attention. With few details, it’s unclear what the case study is about or who it’s meant to target. Many companies plan social media content, so this isn’t a powerful claim. 

Let’s compare this to a more detailed headline: “A social media team saved 60 hours and more than $4,000 in a month using HeyOrca.” (Yes, those are real results !) Notice how the additional detail makes this headline more relatable and showcases desirable results. This is the type of headline you want for your case study! 

(If we’ve piqued your interest, get in touch to learn more about HeyOrca’s social media management tool for agencies and freelancers .) 

2. Case study summary or infographic

Effective case studies also have a summary or infographic at the beginning that outlines key points and metrics. This allows readers to quickly understand the story and decide where they should read further. Ultimately, leading with the right info will catch attention and make leads want to learn more. 

3. Client background info

Business case studies should include background details of the client or organization being featured. This section provides context and humanizes the narrative, so potential customers who fit the same persona identify with their character and want to follow their path to success. 

4. Problem description

A description of the problem or opportunity your client faced before you began working together is essential. This explains why they chose to work with your agency and how they were managing social media before seeking your expertise. The problem described should be relatable to target customers, making the story more impactful.  

5. Client goals  

Some may include goals in the problem or opportunity section, but this is important to call out. Clearly outline the client’s primary and secondary goals for social media, so readers can see how they were achieved by working with your agency. 

6. Executed solution 

In this section of your social media marketing case study, you describe how you worked with your social media client to solve their problem and lead them to success. It can outline specific strategies, tactics, processes, etc. that you suggested and executed. This is a great section to showcase your expertise and what prospective clients can expect when working with you. 

7. Results 

Of course, marketing case studies must include results. This is your opportunity to highlight impressive metrics and revisit your client’s goals to showcase the progress on each one. 

“Protecting the bottom line and mitigating risk is important for many prospective clients. Good case studies add those proof points and make the impact of projects crystal clear.” - Kurt Dunphy , Director of Growth, Spellbook

8. Clear writing 

While we touched on this in the steps above, it deserves repeating. Use clear and simple language throughout your case study. Write like a human! Potential clients don’t want to read complicated wording they have to work to understand your message. Make things easy, be brief, and keep the focus on your client’s story (this is what leads will relate to).   

9. Supporting images 

Add supporting images and graphics throughout your case study. This breaks up all the text and helps show results and the work you’ve done with the client. Include examples of posts, as well as reports and analytics. 

“Many case studies from agencies discuss the experience of working together, but don’t show any work, so you have to dig into their portfolio to connect the dots. If everything is packaged together, it’s easier for your prospect.” - Kurt Dunphy , Director of Growth, Spellbook

Other social media case study tips

In addition to our guide above, here are some other tips and tricks to create an effective social media marketing case study: 

1. To get started, consider finding a social media case study template to work with. Hubspot has free downloadable case study templates you can customize for your brand. 

2. Consider getting approval for writing case studies upfront during your sales or agency onboarding process, or making it part of your social media management contract . - Kurt Dunphy , Director of Growth, Spellbook ‍

3. Leverage your content by repurposing quotes, results, and other elements on multiple channels.   

4. Be creative and design a case study in a nontraditional format — make a video, a case study infographic or a podcast case study series. 

5. Create a case study presentation that you can use when pitching new clients. There are some great Canva social media templates to help with your PowerPoint. 

Social media case study examples

To help you put everything into practice, here are some marketing case study examples you can use for inspiration. 

#paid and Precision Nutrition 

#paid uses case studies to showcase how brands like Precision Nutrition achieve results with creator content. They use a simple case study template that includes a descriptive headline, key metrics, client background info, client goals, campaign details, and results. 

Slintel and Leoforce

Slintel created a case study to showcase how Leoforce used its sales intelligence tool to get more leads and sales meetings. This example does a great job of showcasing Leoforce’s challenges before using Slintel and the results of using their tool. The case study layout also uses a lot of visuals, white space, and clear language, making it easy to understand.

Trello and Desk Plants 

Trello’s case study about how Desk Plants used its platform to get more organized and increase sales is an awesome example of storytelling. There’s certainly room for improvement with its layout — visuals and headings could help break up all the text! But Trello does a great job of humanizing the main character, which helps create a personal connection. 

How long should a marketing case study be? 

Most sources suggest that B2B marketing case studies should be between 500-1,500 words. Some can be summarized in a page, while others may be up to 5. However, don’t have 5 pages of just text — this should include plenty of images, work samples, white space, and reports, as well as a summary of the case study that’s 100 words or less at the beginning. 

Why do agencies and freelancers use social media case studies? 

First and foremost, marketing case studies are a proven sales technique. According to research collected by Ascend2 , case studies are one of the most trusted content by marketers. 

There are many other benefits of case studies: 

1. They build trust and credibility since they’re based on research and customer testimonials.

2. They showcase different customer perspectives , which helps potential clients relate to the story. 

3. When done right, they’re a low-pressure sales tool . Instead of typical sales calls or pitches, case studies are essentially long-form customer reviews. 

4. They show and tell what it’s like to work with you as an agency or freelancer, your work, and the potential results.   

“Case studies do a lot of lifting across the marketing funnel. Traditionally, they're looked at as a sales enablement tool to help close deals with prospective customers. But, they're also impactful assets that brands should leverage at the top of the funnel to drive brand exposure and engagement. Social proof goes a long way!” - Henry Brown , Head of Growth, Gadget

Build your case (study)

Social media marketing case studies are great for showcasing your work as an agency or freelancer. A major advantage of case studies is that they follow your client’s perspective and are based on results, building trust and credibility. Hopefully, our guide will help create a powerful case study to win clients and utilize your social media management expertise. 

Alexander is a marketer and content writer with a passion for strategy and simplicity. Working with businesses across diverse industries, he delivers tailored marketing solutions and stellar written content.

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Did you know that Nike’s eCommerce sales skyrocketed by more than 30% of their overall business by focusing on omnichannel customer service strategies?

So, what does that signal? 

Well, in today’s digital world, customers expect convenience and a seamless experience across all touchpoints. They might initiate a conversation on Facebook Messenger, switch to your website’s live chat, and then expect a smooth handoff to email support – all while maintaining the context of their inquiry. 

And in this, omnichannel chatbots play a powerful role in elevating customer experience and propelling your business forward. 

In this blog, we’ll discuss how that happens and also share everything else you’d like to know about these chatbots.

What is an Omnichannel Chatbot?

An omnichannel chatbot is an advanced communication tool designed to provide consistent and personalized customer service across various channels—your website, social media platforms, email, or even SMS. 

Powered by artificial intelligence (AI), these chatbots can understand and respond to customer inquiries in real time irrespective of the channel. They ensure that no matter how a customer reaches out, the service they receive is fluid, consistent, and highly responsive.

Just in case you’re new to using chatbots and want to know about their benefits, watch this video –

Why is Omnichannel Chatbot important to your Business?

Before going completely theoretical, let’s try to understand it with the help of a scenario.

Imagine this: A customer reaches out with a question on Facebook, gets routed to the chatbot, has a productive conversation, and ends up happy with the answer. Now, suppose they need further clarification and effortlessly switch to your website chat, picking up where they left off.  

This – this is the power of omnichannel chatbots. They eliminate channel silos, ensuring a frictionless and personalized experience that keeps your customers engaged and satisfied.

So, what are some of the reasons to integrate these chatbots to your business pages? I’ve jotted down some of them below –

• 24/7 Availability: Unlike human agents, chatbots never sleep, offering 24/7 support, which is especially crucial in today’s ‘always-on’ world.
• Improved Efficiency: Chatbots can handle routine inquiries, freeing up human agents for more complex issues – ultimately saving time and resources.
• Enhanced Personalization: By leveraging customer data, chatbots can tailor interactions, providing relevant information and recommendations.
• Boosted Customer Satisfaction: Faster resolution times, 24/7 support, and personalized interactions contribute to happier customers.
• Data Collection and Insights: The best chatbot tools can gather valuable customer data during interactions, providing insights to improve your products, services, and marketing strategies.

How Omnichannel Chatbot can improve Customer Experience

What’s your usual trade secret for improving customer experience?

Well, if you ask me, I’d say ensuring that customers receive a consistent and seamless experience across all channels should be the top priority. Because, in the end, great customer service is the foundation of a positive customer experience.

This is where an omnichannel bot tool does a great job. I’ll provide some scenarios and explain how it actually helps you improve customer experience.

1. Real-Time Problem-Solving

Imagine a customer needing quick help with an online order. 

An omnichannel chatbot can answer questions about order status, initiate returns, or even point them toward the right resources – all on the messaging platform they’re already using. This eliminates the need to switch channels or wait on hold, saving them time and frustration.

2. Seamless Handoff Between Channels

Let’s say a customer starts a conversation with the chatbot on your website but needs more complex assistance. 

Here, the chatbot can seamlessly transfer the conversation to a live agent, ensuring all context (like previous questions and answers) is carried over. This creates a smooth transition and prevents the customer from having to repeat themselves.

3. Proactive Support & Reminders

Chatbots can anticipate customer needs and offer proactive support. 

For example, a travel chatbot might remind customers about upcoming flight check-in or suggest activities at their destination. This adds value and shows you care about their experience beyond resolving issues.

4. 24/7 Availability

For your customers, life doesn’t stop at 5 or 6 PM. With an omnichannel chatbot, customers can get help whenever needed, day or night. This is especially valuable for time-sensitive issues or customers in different time zones.

5. Proactive Engagement

Configure your chatbot to initiate conversations based on customer behavior on your website. For instance, if a customer spends a long time on a specific product page, the chatbot can offer additional information or a special discount to facilitate a decision.

How Does an Omnichannel Chatbot Work?

An omnichannel chatbot integrates various communication channels into a unified system. This allows it to handle customer interactions consistently across all platforms. 

Usually, chatbots use natural language processing (NLP) to understand customer queries. It then leverages pre-programmed responses and integrations with your CRM system to deliver relevant information or complete tasks. Let’s break it down further.

Step 1: Customer Initiates Chat

A customer reaches out on your website, social media platform, or messaging app.

Step 2: Omnichannel Chatbot Recognizes Interaction

The chatbot identifies the inquiry and retrieves relevant information from your system.

Step 3: NLP Analyzes Text

Using NLP, the chatbot analyzes the customer’s query to understand the intent and meaning behind their words.

Step 4: Chatbot Responds

Based on the analysis, the chatbot delivers a pre-programmed response, gathers additional information, or routes the customer to a human agent if necessary.

Step 5: Seamless Transition Across Channels

The conversation can seamlessly flow between different channels, with the chatbot maintaining context from previous interactions.

What are the Most Common Features of Omnichannel Chatbots?

If you Google “omnichannel chatbot benefits,” chances are you’ll end up with a bunch of features. And then, you’ll start nitpicking your way to find which AI chatbot or omnichannel bot possesses all the features.

Let me tell you – having hundreds of features is not that necessary. But knowing which features can make or break your customer service matters. Here are some of the most common and useful chatbot features to look for –

• Multi-channel Support: Connect with customers across channels like website chat, social media messaging, email, and SMS.
• Natural Language Processing (NLP): Understand customer intent and respond to questions in a natural, conversational way.
• Intent Recognition: Identify the underlying intent behind a user’s question.
• Context Awareness: Maintain context throughout a conversation across different channels.
• Knowledge Base Integration: Access and share relevant information from your knowledge base to answer customer queries efficiently.
• Lead Capture Forms: Collect valuable customer contact information and qualify leads for your sales team.
• Live Chat Handoff: Seamlessly transfer complex inquiries from the chatbot to a human agent for further assistance.
• Task Automation: Automate repetitive tasks like appointment scheduling or order tracking, freeing up human agents for more complex issues.
• Reporting and Analytics : Track chatbot performance, analyze customer interactions and identify areas for improvement.

Case Study: Before & After Using Omnichannel Chatbots

To get a better understanding of how omnichannel chatbots work in real life, here’s a relevant case study (read the full story here ) for you –

Enhancing Customer Engagement with Omnichannel Chatbots at MilitaryCruiseDeals

Background:  

MilitaryCruiseDeals has been the premier provider of discounted cruise deals for military families since 2001. With a commitment to offering the best prices and an A+ BBB rating, they have established a strong reputation in the travel industry.

Challenges Faced:  

• Limited Reach: MilitaryCruiseDeals relied primarily on phone calls for customer interaction. This restricted their ability to connect with overseas clients or those who preferred not to use phones.
• Delayed Response: Responding to inquiries solely through phone calls resulted in slower response times, potentially causing frustration for customers seeking immediate assistance.
• Missed Opportunities: The lack of a 24/7 communication channel meant they might have missed out on leads or sales inquiries outside business hours.

Solution Implemented:

MilitaryCruiseDeals integrated ProProfs Chat ’s omnichannel chatbot solution into their service to bridge the communication divide. This platform enabled them to offer real-time assistance, provide instant quotes, and answer cruising-related queries efficiently.

Results:  

The deployment of ProProfs Chat transformed MilitaryCruiseDeals’ customer interaction. The company evidenced –

• 24/7 Support: The chatbot provided round-the-clock support, ensuring no query went unanswered, regardless of the time zone.
• Improved Accessibility: The chatbot catered to users who preferred text-based communication over phone calls.
• Faster Response Times: Real-time chat support addressed inquiries quickly, enhancing customer satisfaction.
• Reaching Overseas Clients: The chatbot eliminated communication barriers for international clients who might have avoided phone calls.

The Impact:

By adopting an omnichannel chatbot strategy, the company achieved –

• Increased Customer Engagement: Easier communication led to more interactions with potential and existing customers.
• Improved Lead Generation: Real-time interaction allowed for better lead qualification and conversion.
• Enhanced Customer Satisfaction: Faster response times and readily available support boosted customer satisfaction.

The case of MilitaryCruiseDeals.com highlights the potential of omnichannel chatbots to transform business communication, leading to increased customer engagement and improved business outcomes.

Reach Customers Across Multiple Channels with ProProfs Chat

An omnichannel chatbot is no longer a futuristic concept – they’re a customer experience game-changer for businesses of all sizes. 

By offering 24/7 support, personalized interactions, and a seamless experience across all channels, these chatbots can help you improve customer satisfaction, boost sales, and gain valuable insights to optimize your offerings.

So, which chatbot tool should you go for? Well, that depends on what exactly your company’s needs are. If you’re starting out and want to try a free chatbot tool to test the waters, a good choice will be software like ProProfs Chat . 

The software is completely free for a single user. So, before you purchase for your customer support team, you can test how it does for free. Also, being a live chat platform ensures that the chatbot can transfer to a human operator even within the same platform.

Sign up to start using your free plan today and make customer service your ultimate strength.

About the author

Proprofs editorial team.

The ProProfs Live Chat Editorial Team is a passionate group of customer service experts dedicated to empowering your live chat experiences with top-notch content. We stay ahead of the curve on trends, tackle technical hurdles, and provide practical tips to boost your business. With our commitment to quality and integrity, you can be confident you're getting the most reliable resources to enhance your customer support initiatives.

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Study Suggests Genetics as a Cause, Not Just a Risk, for Some Alzheimer’s

People with two copies of the gene variant APOE4 are almost certain to get Alzheimer’s, say researchers, who proposed a framework under which such patients could be diagnosed years before symptoms.

By Pam Belluck

Scientists are proposing a new way of understanding the genetics of Alzheimer’s that would mean that up to a fifth of patients would be considered to have a genetically caused form of the disease.

Currently, the vast majority of Alzheimer’s cases do not have a clearly identified cause. The new designation, proposed in a study published Monday, could broaden the scope of efforts to develop treatments, including gene therapy, and affect the design of clinical trials.

It could also mean that hundreds of thousands of people in the United States alone could, if they chose, receive a diagnosis of Alzheimer’s before developing any symptoms of cognitive decline, although there currently are no treatments for people at that stage.

The new classification would make this type of Alzheimer’s one of the most common genetic disorders in the world, medical experts said.

“This reconceptualization that we’re proposing affects not a small minority of people,” said Dr. Juan Fortea, an author of the study and the director of the Sant Pau Memory Unit in Barcelona, Spain. “Sometimes we say that we don’t know the cause of Alzheimer’s disease,” but, he said, this would mean that about 15 to 20 percent of cases “can be tracked back to a cause, and the cause is in the genes.”

The idea involves a gene variant called APOE4. Scientists have long known that inheriting one copy of the variant increases the risk of developing Alzheimer’s, and that people with two copies, inherited from each parent, have vastly increased risk.

The new study , published in the journal Nature Medicine, analyzed data from over 500 people with two copies of APOE4, a significantly larger pool than in previous studies. The researchers found that almost all of those patients developed the biological pathology of Alzheimer’s, and the authors say that two copies of APOE4 should now be considered a cause of Alzheimer’s — not simply a risk factor.

The patients also developed Alzheimer’s pathology relatively young, the study found. By age 55, over 95 percent had biological markers associated with the disease. By 65, almost all had abnormal levels of a protein called amyloid that forms plaques in the brain, a hallmark of Alzheimer’s. And many started developing symptoms of cognitive decline at age 65, younger than most people without the APOE4 variant.

“The critical thing is that these individuals are often symptomatic 10 years earlier than other forms of Alzheimer’s disease,” said Dr. Reisa Sperling, a neurologist at Mass General Brigham in Boston and an author of the study.

She added, “By the time they are picked up and clinically diagnosed, because they’re often younger, they have more pathology.”

People with two copies, known as APOE4 homozygotes, make up 2 to 3 percent of the general population, but are an estimated 15 to 20 percent of people with Alzheimer’s dementia, experts said. People with one copy make up about 15 to 25 percent of the general population, and about 50 percent of Alzheimer’s dementia patients.

The most common variant is called APOE3, which seems to have a neutral effect on Alzheimer’s risk. About 75 percent of the general population has one copy of APOE3, and more than half of the general population has two copies.

Alzheimer’s experts not involved in the study said classifying the two-copy condition as genetically determined Alzheimer’s could have significant implications, including encouraging drug development beyond the field’s recent major focus on treatments that target and reduce amyloid.

Dr. Samuel Gandy, an Alzheimer’s researcher at Mount Sinai in New York, who was not involved in the study, said that patients with two copies of APOE4 faced much higher safety risks from anti-amyloid drugs.

When the Food and Drug Administration approved the anti-amyloid drug Leqembi last year, it required a black-box warning on the label saying that the medication can cause “serious and life-threatening events” such as swelling and bleeding in the brain, especially for people with two copies of APOE4. Some treatment centers decided not to offer Leqembi, an intravenous infusion, to such patients.

Dr. Gandy and other experts said that classifying these patients as having a distinct genetic form of Alzheimer’s would galvanize interest in developing drugs that are safe and effective for them and add urgency to current efforts to prevent cognitive decline in people who do not yet have symptoms.

“Rather than say we have nothing for you, let’s look for a trial,” Dr. Gandy said, adding that such patients should be included in trials at younger ages, given how early their pathology starts.

Besides trying to develop drugs, some researchers are exploring gene editing to transform APOE4 into a variant called APOE2, which appears to protect against Alzheimer’s. Another gene-therapy approach being studied involves injecting APOE2 into patients’ brains.

The new study had some limitations, including a lack of diversity that might make the findings less generalizable. Most patients in the study had European ancestry. While two copies of APOE4 also greatly increase Alzheimer’s risk in other ethnicities, the risk levels differ, said Dr. Michael Greicius, a neurologist at Stanford University School of Medicine who was not involved in the research.

“One important argument against their interpretation is that the risk of Alzheimer’s disease in APOE4 homozygotes varies substantially across different genetic ancestries,” said Dr. Greicius, who cowrote a study that found that white people with two copies of APOE4 had 13 times the risk of white people with two copies of APOE3, while Black people with two copies of APOE4 had 6.5 times the risk of Black people with two copies of APOE3.

“This has critical implications when counseling patients about their ancestry-informed genetic risk for Alzheimer’s disease,” he said, “and it also speaks to some yet-to-be-discovered genetics and biology that presumably drive this massive difference in risk.”

Under the current genetic understanding of Alzheimer’s, less than 2 percent of cases are considered genetically caused. Some of those patients inherited a mutation in one of three genes and can develop symptoms as early as their 30s or 40s. Others are people with Down syndrome, who have three copies of a chromosome containing a protein that often leads to what is called Down syndrome-associated Alzheimer’s disease .

Dr. Sperling said the genetic alterations in those cases are believed to fuel buildup of amyloid, while APOE4 is believed to interfere with clearing amyloid buildup.

Under the researchers’ proposal, having one copy of APOE4 would continue to be considered a risk factor, not enough to cause Alzheimer’s, Dr. Fortea said. It is unusual for diseases to follow that genetic pattern, called “semidominance,” with two copies of a variant causing the disease, but one copy only increasing risk, experts said.

The new recommendation will prompt questions about whether people should get tested to determine if they have the APOE4 variant.

Dr. Greicius said that until there were treatments for people with two copies of APOE4 or trials of therapies to prevent them from developing dementia, “My recommendation is if you don’t have symptoms, you should definitely not figure out your APOE status.”

He added, “It will only cause grief at this point.”

Finding ways to help these patients cannot come soon enough, Dr. Sperling said, adding, “These individuals are desperate, they’ve seen it in both of their parents often and really need therapies.”

Pam Belluck is a health and science reporter, covering a range of subjects, including reproductive health, long Covid, brain science, neurological disorders, mental health and genetics. More about Pam Belluck

The Fight Against Alzheimer’s Disease

Alzheimer’s is the most common form of dementia, but much remains unknown about this daunting disease..

How is Alzheimer’s diagnosed? What causes Alzheimer’s? We answered some common questions .

A study suggests that genetics can be a cause of Alzheimer’s , not just a risk, raising the prospect of diagnosis years before symptoms appear.

Determining whether someone has Alzheimer’s usually requires an extended diagnostic process . But new criteria could lead to a diagnosis on the basis of a simple blood test .

The F.D.A. has given full approval to the Alzheimer’s drug Leqembi. Here is what to know about i t.

Alzheimer’s can make communicating difficult. We asked experts for tips on how to talk to someone with the disease .

Summer of 2023 was hottest in 2,000 years, study finds

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An extreme summer marked by deadly heat waves, explosive wildfires and record warm ocean temperatures will go down as among the hottest in the last 2,000 years, new research has found.

The summer of 2023 saw the temperature in the Northern Hemisphere soar 3.72 degrees above the average from 1850 to 1900, when modern instrumental recordkeeping began, according to a study published Tuesday in the journal Nature. The study focused on surface air temperatures across the extra-tropical region, which sits at 30 to 90 degrees north latitude and includes most of Europe and North America.

June, July and August last year were also 3.96 degrees warmer than the average from the years 1 through 1890, which the researchers calculated by combining observed records with tree ring records from nine global regions.

Aggressive and impactful reporting on climate change, the environment, health and science.

Jan Esper, the study’s lead author and a professor of climate geography at Johannes Gutenberg University in Germany, said that he was not expecting summer last year to be quite so anomalous, but that he was ultimately not surprised by the findings. The high temperatures built on an overall warming trend driven by greenhouse gas emissions and were further amplified by the onset of El Niño in the tropical Pacific.

“It’s no surprise — this really, really outstanding 2023 — but it was also, step-wise, a continuation of a trend that will continue,” Esper told reporters Monday. “Personally I’m not surprised, but I am worried.”

He said it was important to place 2023’s temperature extreme in a long-term context. The difference between the region’s previous warmest summer, in the year 246, and the summer of 2023 is 2.14 degrees, the study found.

The heat is even more extreme when compared with the region’s coldest summers — the majority of which were influenced by volcanic eruptions that spewed heat-blocking sulfur into the stratosphere. According to the study, 2023’s summer was 7.07 degrees warmer than the coldest reconstructed summer from this period, in the year 536.

“Although 2023 is consistent with a greenhouse gases-induced warming trend that is amplified by an unfolding El Niño event, this extreme emphasizes the urgency to implement international agreements for carbon emission reduction,” the study says.

The sweltering summer temperatures contributed to scores of heat illnesses and deaths, including at least 645 heat-associated deaths in Maricopa County, Ariz., where Phoenix saw temperatures of 110 degrees or hotter for a record 31 consecutive days.

Wildfires exacerbated by high temperatures raged across Canada and sent hazardous smoke down the East Coast of the United States and across the Atlantic. Meanwhile, ocean temperatures off Florida soared above 101 degrees , the temperature of a hot tub.

Climate & Environment

Warmest April on record extends planet’s hot streak to 11 months

With an average surface temperature of 59.05 degrees, the month was about 0.25 of a degree warmer than the previous hottest April, in 2016.

May 8, 2024

Multiple climate agencies, including the National Oceanic and Atmospheric Administration and the European Union’s Copernicus Climate Change Service, have declared 2023 the hottest year on record globally.

Notably, Copernicus found that the summer months of June, July and August last year measured 1.18 degrees warmer than average — still hot, but not nearly as warm as the study’s findings for the Northern Hemisphere’s extra-tropical region.

That region was especially hot in part because it is home to so much land, which warms faster than oceans, said Karen McKinnon, an assistant professor of statistics and the environment at UCLA who did not work on the study. (June, July and August are also winter months in the Southern Hemisphere.)

McKinnon said the study’s findings are not unexpected, as there was already good evidence that the summer of 2023 was record-breaking when compared with measurable data going back to the mid-1800s. But by going back 2,000 years, the researchers also helped illuminate “the full range of natural variability that could have occurred in the past,” she said.

She noted that tree rings can serve as a helpful proxy for climate conditions in the past, as trees tend to grow more in a given year if they receive the right amount of warmth, water and sunshine. But although last year’s heat was undeniable, the study also underscores that the summer temperature in this region was notably higher than the global target of 2.7 degrees — or 1.5 degrees Celsius — of warming over the preindustrial period, which was established by the Intergovernmental Panel on Climate Change in 2015.

It also notes that some recent research has found the data used to calculate that baseline may be off by several tenths of a degree, meaning it could need to be recalibrated, with the target landing closer to an even more challenging 1.6 or 1.7 degrees.

“I don’t think we should use the proxy instead of the instrumental data, but there’s a good indication that there’s a warm bias,” Esper said. “Further research is needed.”

World & Nation

The planet is dangerously close to this climate threshold. Here’s what 1.5°C really means

Every bit of planetary warming will have impacts beyond those already occurring, including biodiversity loss, longer heat waves and extreme rainfall.

Feb. 1, 2024

McKinnon said there is always going to be some degree of uncertainty when comparing present-day temperatures to past temperatures, but that the 1.5-degree limit is as symbolic as it is literal. Many effects of climate change, including worsening heat waves, have already begun.

“There are definitely tipping points in the climate system, but we don’t understand the climate system well enough to say 1.5 C is the temperature for certain tipping points,” she said. “This is just a policy goal that gives you a temperature change that maybe would be consistent with averting some damages.”

In fact, the study’s publication comes days after a survey of 380 leading scientists from the IPCC revealed deep concerns about the world’s ability to limit global warming to 1.5 degrees. That report, published last week in the Guardian , found that only 6% of surveyed scientists think the 1.5-degree limit will be met. Nearly 80% said they foresee at least 2.5 degrees Celsius of warming.

The report caused a stir among the scientific community, with some saying it focused too heavily on pessimism and despair. But Daniel Swain, a climate scientist with UCLA who participated in the survey, said its findings are worthy of consideration.

“There are many kinds of scientists, myself included, who are very worried and concerned and increasingly alarmed by what is going on and what the data is showing,” Swain said during a briefing Friday . “But if anything, I think that really results in a stronger sense of resolve and urgency to do even more, and to do better.”

Indeed, while scientists continue to weigh in on whether — or how quickly — humanity can alter the planet’s worsening warming trajectory, Esper said he hopes the latest study will serve as motivation for changing outdated modes of energy consumption that contribute to planet-warming greenhouse gases.

“I am concerned about global warming — I think it’s one of the biggest threats out there,” he said.

He added that he is particularly worried for his children and for younger generations who will bear the brunt of adverse climate outcomes. There is a strong likelihood that the summer of 2024 will be even hotter, the study says.

“The longer we wait, the more extensive it will be, and the more difficult it will be to mitigate or even stop that process and reverse it,” Esper said. “It’s just so obvious: We should do as much as possible, as soon as possible.”

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Hayley Smith is an environment reporter for the Los Angeles Times, where she covers the many ways climate change is reshaping life in California, including drought, floods, wildfires and deadly heat.

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'The Pillowcase Murders': What happened to Billy Chemirmir? Authorities say he killed 22 older women in 2 years.

• Billy Chemirmir is the focus of "The Pillowcase Murders", a show on Paramount Plus.
• He was accused of killing 22 elderly women between 2016 and 2018.
• He was only ever convicted of two murders, and was killed in prison in 2023.

"The Pillowcase Murders" puts the convicted murderer Billy Chemirmir in the spotlight.

The Paramount Plus docuseries details how authorities accused him of killing 22 older women between 2016 and 2018, though he was only found guilty of two murders.

While Netflix is the undefeated streaming king of true crime thanks to buzzy shows like "Making a Murderer," "Tiger King," " American Nightmare ," and " Baby Reindeer ," Paramount Plus has found a striking case of its own to explore with "The Pillowcase Murders."

Chemirmir attacked women living in nursing homes and senior living communities in Texas, prosecutors alleged.

He posed as a maintenance man to gain entry into the building and then used pillows to smother his victims, prosecutors said.

In one trial they said he also stole the victim's jewelry .

Chemirmir was caught in March 2018 when one victim, 91-year-old Mary Bartel, survived the attack and was able to describe him to police, according to NBC 5 Dallas-Fort Worth .

The authorities started to consider whether Chemirmir was responsible for other suspicious deaths in Texas, connecting him to more and more deaths.

According to press releases from prosecutors, Chemirmir was ultimately accused of killing 13 women in Dallas County and 9 in Collin County .

Related stories

Here's what happened to Chemirmir after his arrest.

Chemirmir was given two life sentences in 2022 for killing Lu Thi Harris and Mary Brooks

Chemirmir was put on trial for only two of the killings.

The first, for the killing of 81-year-old Lu Thi Harris, the jury could not agree on a verdict, with a single juror holding out until the judge called a mistrial.

At a second trial, the jury took only 45 minutes of deliberation to convict him.

He was tried on a second count of murder too, that of 87-year-old Mary Brooks, and found guilty.

Prosecutors never brought the other 20 allegations to trial, saying that they had perused the strongest cases and achieved their goal of sending Chemirmir to prison for life.

(Prosecutors could have sought the death penalty, but decided not to.)

Chemirmir was sent to the H.H. Coffield Unit prison in Anderson County, east Texas. He wouldn't survive there long.

Chemirmir was killed by his cellmate in 2023.

Chemirmir was killed by his cellmate, Wyatt Busby, on September 19, 2023, during a statewide prison lockdown, according to the Associated Press .

At a press conference shortly afterward, The Guardian reported that Shannon Dion, the daughter of one of the suspected victims, said: "It wasn't the justice that we know about through the judicial system, but … this is a form of justice. "

"My mother died in fear. This man did not have a peaceful passing. There is some relief in feeling that he didn't get off easily," she said.

A report by Texas officials issued a few weeks after his death said: "Inmate Billy Chemirmir was assaulted by his cellmate" per Fox 4 News , and "stabbed/beaten to death."

Watch: How gangs in San Quentin operate, according to a former prison gang member

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Arizona ranks 10th in highest rate of small business failures in the first year

YUMA, Ariz. (KYMA, KECY) - According to a recent study by Lending Tree, Arizona ranks 10th on the highest rate of small business failures in the first year at about 25%, the national average is around 23%. 

The rate also doubles to 50.4% in Arizona at the five-year mark.

Locally, the Small Business Development Center helps those entrepreneurs interested in starting a business or helps them where they are at in the business journey.

We talked to two local small businesses to hear their struggles while being open.

Both say the amount of people leaving for the summer has been a huge obstacle due to finding a way to adjust to the decrease in clientele.

To learn about the resources available for small businesses in Yuma, click HERE .

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Massachusetts takes Uber, Lyft to trial over whether drivers are employees

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How annual bird migration could spread avian flu

Scientists are still trying to understand exactly how a virulent bird flu is spreading through farms in the United States, but one pattern is clear: poultry and cows risk exposure to sick wild birds migrating across the Americas.