6 months along and in arrives a marketing email with the subject line: “[Infographic] Good Marketing starts with good snacks.” Yes, I understand, I’m not literally going to get any food out of this, but I expect to see some mouth-watering graphics upon opening the email. The infographic was 100% unrelated to food. But it is also our jobs to pay off what we’ve promised the audience within our content. In following best practices, like delivering on a promise, this content has been able to drive outstanding results, bringing home the bacon for brands. I mean, “mouth-watering” and “bacon” are in my headline. For this client, a single lead has the average value of $5,000-$20,000 (and sometimes up to $100,000) in revenue.
If you’ve ever been pregnant, lived with a woman who’s pregnant or even just been around a pregnant woman, you can guess it is not smart to lie to a woman who’s pregnant about food.
Well that’s how I felt today. 6 months along and in arrives a marketing email with the subject line: “[Infographic] Good Marketing starts with good snacks.” Yes, I understand, I’m not literally going to get any food out of this, but I expect to see some mouth-watering graphics upon opening the email. Nope.
Instead I found food references in the copy like “Are you giving your prospects nourishing snacks or asking them to bite off more than they can chew?” and “Make your content highly snackable”. Still, this email teased me enough to click on the CTA to the infographic: Surely within it food will reside!
The infographic was 100% unrelated to food. This is what I call an unfulfilled promise.
As content creators, it’s our job to catch our audience’s attention. Check, done. But it is also our jobs to pay off what we’ve promised the audience within our content.
So, today, my promise – like my headline, title tag and meta description state – is to fill your senses with mouth-watering case studies of money-making campaigns. In following best practices, like delivering on a promise, this content has been able to drive outstanding results, bringing home the bacon for brands. Oh, and I might include some tasty food pics. I mean, “mouth-watering” and “bacon” are in my headline.
Paid-First Digital Marketing Strategy Drove Impressive ROI in Month One
The Strategy:
A new client came to TopRank Marketing recently craving customers – FAST. Sound familiar? But seriously, this B2B startup needed to see ROI as the first course – not dessert – in order to be able to keep investing. In addition, they were looking for support in SEO, developing landing pages in the short-term and gathering the insights needed to create a long-term organic content strategy.
We used AdWords to drive leads quickly and to test keyword viability for the landing page content and to help inform the upcoming organic content plan.
The Results:
Just four weeks after launch, we had driven 18 leads with an average CPL of $192. For this client, a single lead has the average value of $5,000-$20,000 (and sometimes up to $100,000) in revenue. In talking with the client, we were able to uncover that within one month we had driven roughly $10,000-$75,000 in ROI.
COMMENTS