Purpose + Frequency + Free = Marketing Turnaround
If email marketing and social media results are not meeting your expectations, it may be time to shift direction. Today we share part two of our experience that transformed an email and social media marketing campaign with online video. Sales increased 20 percent using a strategy centered around purpose, frequency and free content marketing—with online video at the center of the program—to rebuild email marketing and social media engagement. It’s easy to get into a rut of using the same direct marketing approach over and over and expecting results to improve. But if it’s time to change direction, this strategy has proven itself to produce results.
We’ve achieved success by telling a story, in increments over time, using online video as the central messaging delivery vehicle.
Think of reading a book. The story is divided into chapters to help the reader know where one part of the story begins and ends, and each part leads to the next. Once all consumed, the entire story comes together with the sum being greater than the parts.
(If the video isn’t just above this line, click here to view it.)
In our last blog post, we introduced the concept of giving purpose to email, social media and other channels. We shared a marketing make-over that resulted in a sales increase of 20 percent. If you missed part one where we explain the importance of purpose, we encourage you to watch it now.
The three elements of the strategy we talk about in today’s video include:
- Creating purpose to your email and social media touch points
- Enabling frequency in reaching out to customers, donors and prospects
- Giving away content that’s free and builds confidence before making the purchase decision
Successful direct marketing should have purpose every time you reach out to connect with your installed base of customers or followers. Your email, social media and other channels can be transformed from a screaming “Buy me now! Here’s a discount! We can change your life!” campaign to “you’ll learn more about how the product is made” or “we’d like to earn your trust so get to know us better” or “take a behind-the-scenes look” or other transformational marketing messages.