
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:
“
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.
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Published by Emmanuel Obadia
Optimist Trusted Advisor | Mentor | Coach | Consultant | Public Speaker and Independant today, I’ve been providing executive leadership for fast pace High Tech businesses for several decades before.
Acting in Marketing, Communications, Digital, Business Development, Product Management, M&A, or Alliances roles, I covered EMEA and global theatres from Europe and Silicon Valley. I started as an entrepreneur, founding my own software company, and then served major global IT vendors in international roles.
I am passionate about introducing new technologies, helping reinforce the strategy, positioning, go-to-market, and ecosystem of companies with a purpose to make the world a better place (Sustainable development, Tech for Good, ESG…). Helping teams of any size thrive in complexity, speed, and change is what fuels me, particularly Mentoring & Coaching Millennials and Gen-Z.
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