You know I’m a big believer in integrated marketing. Now that Social Media is making a surge in our marketing plans, I found this article on Marketing Sherpa interesting as it summarizes what we should do better:
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Marketing teams often focus tactics and goals in a particular channel, overlooking how these channels can complement one another. With a bit of planning, a campaign can harness the strategic value of email, search, social media and other outlets for a single purpose. See how an online luggage retailer created a premium report based on a survey of e-newsletter subscribers and captured 5x more blog traffic.
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Their blog traffic increased 518% Y/Y and additionnally the report’s landing page had a 16% lower bounce rate than the site’s average, 29% of report downloads came from referring websites, 22% of downloads were referred by search engines.
The tactics used:
- Tactic #1. Use search metrics to research potential report topics
- Tactic #2. Build an online survey
- Tactic #3. Send survey request to email database
- Tactic #4. Host report download on a dedicated landing page
- Tactic #5. Pitch report to media outlets
- Tactic #6. Use social channels, even if you don’t have them
Feel free to post back your own experiences here, I’d be happy to hear about it.
P.S. link related to this bcase Creative Samples from Suitcase.com’s premium report marketing campaign
Emmanuel Obadia & Partners 