23%
conversion rate on Google Ads, against a 3.38% education average
The DeMello Spirituality Center carries forward the work of Anthony de Mello, the Jesuit priest and author whose books on awareness are read worldwide. In 2019 the center had a catalog, events, a podcast and a new book on the way, and no audience online: no Facebook page, no Instagram, no Pinterest, no email list.
The pages were created from nothing and filled with the quotes and short teachings the audience already loved, posted daily. Facebook ads did the early lifting with page likes, website clicks and newsletter sign up campaigns, and Pinterest turned out to be a natural home for the material. Monthly newsletters went to the growing list, and when the book Stop Fixing Yourself launched, Pinterest ads sent traffic to its Amazon page.
Source: DeMello Spirituality Center Digital Strategy Review, Q1 2022; BusySeed success stories and email marketing decks, 2020 and 2021; Meta, Pinterest, Twitter and newsletter platform exports.
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