Five Content-Led Marketing Campaigns That Drive Results
In
today's competitive marketplace, consumers are empowered to drive a hard
bargain. Your audience knows how to get the best price, so it's easy to get
scared into thinking that a shrewd discount strategy is the only tactic that
delivers results.
That is not the case. An
attractive offer might make the perfect incentive to join your mailing list,
but an email marketing strategy that's consistently offer-led can be damaging
to your business.
Discount-driven campaigns do
little to promote your story. They can devalue your brand, and they confuse the
customer experience. Plus, continually bombarding your contacts with campaigns
that spout terms such as "sale" and "bargain" increases the
risk of your emails' being marked as spam.
The key to maintaining customer
interest is resonance, according to the Forrester Brand Experience
Playbook. A brand that resonates with customers is one
that not merely provides the product, service, and experience they anticipate,
but—even more important—also enriches customer experience by providing
value-driven engagement opportunities.
And the proof's in the ROI: A
good content-focused marketing strategy drives six times higher
conversion rates!
Here are
five content-led campaigns to help you cement a lasting relationship with your
customers.
1.
User-Generated Content (UGC) Campaigns
Rebuild
trust, recruit brand advocates, and get time back by adding UGC to your email
marketing strategy.
A good review is worth its weight in gold. Although trust in
brand messages has fallen in recent years, the influence of consumer
recommendations has skyrocketed: Most online consumers prefer to be informed
about what others have said about products and services—and therefore read
consumer reviews regularly.
If you've wowed customers with
your product or service, use their feedback as testimonials to influence your
entire contact list. A UGC-based campaign allows
you to push your most impressive reviews straight to the inbox, promoting a
third-party, impartial view.
You can achieve that by adding a dynamic content block in an
email template to pull in live review content directly from your site. Customer
feedback from review sites such as Trustpilot and Feefo can be integrated into
your campaign with ease for added credibility. And, if you're feeling inspired,
use UGC to construct the basis of your campaign creative and let the 5-star
reviews speak for you! Check out how global skincare brand Elemis did just
that:
2.
How-To Advice Campaigns
Providing
your contacts with useful and informative content is a great way to showcase
your business's expertise.
Prospective and returning
customers actively use content to inform their decision-making process: 47% of B2B buyers viewed
three to five pieces of relevant content before engaging with a sales
representative, according to a report from Demand Gen. Creating advice-based
campaigns to deploy to your lists at appropriate stages can have a huge effect
on your conversion rates.
Brands that resonate strongly with customers provide
user-focused content to drive engagement. Think about what a customer might
want to know about your product or service, and design an advice campaign based
around your answers.
Great British Chefs uses its "Weekly Menu" campaigns
to advise on food preparation. The emails feature guides, recipes, and blog
posts to get taste buds tingling. And with the company logo displayed clearly
and consistently in every campaign, readers can easily remember which brand
serves up this mouth-watering content.
3.
Competition Campaigns
Want
to generate new, quality leads and re-engage customers at the same time? No
problem.
An attractive, time-restricted competition campaign has the
power to generate hot new leads. Constructing a thorough and relevant entry
form will give you good-quality data to send to your sales department. Plus,
you can increase your audience and entice an entirely new fan base with an
initiative strong enough to get shared across social media. It might even go
viral.
A competition that gets good traction promotes brand awareness,
online conversation, customer loyalty, and market presence. And when it's all
over, your key campaign metrics provide a rich source of data to inform your
future strategy.
Check out this competition creative from luxury clothing and
accessories brand Aquascutum. An interactive game hides behind the gorgeous
email illustration, and those who complete it and provide their data are
automatically entered into a drawing to win their favorite bag. With one
initiative, the company has re-engaged existing customers, increased brand
awareness, and generated new leads. Plus, it's captured data on its customers'
style preferences. Genius!
Key ROI metrics from Aquascutum's competition include the
following:
·
6% average email CTR
·
100% increase over average link clicks
·
100% increase over average open rates
·
50% increase over average views and forwards
4.
Multichannel Engagement Campaigns
Email
is your digital key, and you can use it to unlock a healthy ROI from your
social media efforts.
A campaign that showcases your brand's multichannel
opportunities will promote cross-channel communication and nurture that single
customer view. Give your contacts the chance to get socially acquainted with
your business, and watch your brand ambassadors multiply. Plus, collate the
data from multichannel engagement campaigns to get deeper insight into
lifestyle and behavior. That all leads to better targeting.
An engaged community with multiple touchpoints will do the work
for you. Customers who feel valued and nurtured by companies are more than
happy to build brand and salience in order to get a better ROI for themselves.
The inbox is the perfect environment for your brand communities to thrive!
This email from British fashion brand Jack Wills is beautifully
designed and chockablock with channels. It gives customers five unmissable
opportunities to connect, and we love the persuasive copy creative!
5.
Re-Engagement Campaigns
Looking
for a win-back strategy that works? Reinstate valued members of your community
by rolling out an irresistible re-engagement campaign.
Customers who have become
dissatisfied with your email marketing want you to take a proactive approach to
regaining their trust. Even your most loyal engagers will be bombarded with
attractive alternatives, so get ahead of the competition by designing a
campaign to collect customers' preferences. That email should be sent out to
contacts who qualify as unengaged. Use the results to re-engage customers with
better-informed emails and more precisely targeted CTAs.
Check out this simple, effective, and on-brand re-engagement
email from Dormify. The US dorm decor brand used its design expertise to create
a seriously clickable campaign.
Make
It Resonate!
An attractive incentive provides great leverage for obtaining
email signups and acquiring crucial consumer data. Customers have come to
expect discounts in return for their data: Offers remain the top reason for
filling out an online form and subscribing to a mailing list. But generic,
batch-and-blast offer campaigns can dilute and devalue your company's message.
It's easy to lose connections when the line of communication is poor.
To retain interest, you need to nurture long-term brand
resonance. That is where adding value drives the best ROI. Content-led
campaigns that are helpful, personal, and relevant can help you foster a
lasting attachment between business and customer.
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If you need help with your email, web site, video, or other presentation to promote your company, product, or service, please give me a call at 440-519-1500 or email me at john@x2media.us.
X2Media can help you target your content and get your message to the audience in a way that it not only seen and heard, but remembered.
Until next month. . . .remember. "you don't get a 2nd chance to make a 1st impression."
Always make it a good one!!
From X2Media I would like to thank you for your time.
John E. Hornyak
X2Media, LLC
----------------------------------------------------------------------------------------------
If you need help with your email, web site, video, or other presentation to promote your company, product, or service, please give me a call at 440-519-1500 or email me at john@x2media.us.
X2Media can help you target your content and get your message to the audience in a way that it not only seen and heard, but remembered.
Until next month. . . .remember. "you don't get a 2nd chance to make a 1st impression."
Always make it a good one!!
From X2Media I would like to thank you for your time.
John E. Hornyak
X2Media, LLC
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