Five Content-Led Marketing Campaigns That Drive Results

Five Content-Led Marketing Campaigns That Drive Results

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. 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! User-Generated Content (UGC) Campaigns Rebuild trust, recruit brand advocates, and get time back by adding UGC to your email marketing strategy. Check out how global skincare brand Elemis did just that: Providing your contacts with useful and informative content is a great way to showcase your business's expertise. Brands that resonate strongly with customers provide user-focused content to drive engagement. With one initiative, the company has re-engaged existing customers, increased brand awareness, and generated new leads. A campaign that showcases your brand's multichannel opportunities will promote cross-channel communication and nurture that single customer view. 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 is where adding value drives the best ROI.

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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…

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