I'm awesome. I thought you should all know how awesome I truly am. Got it? We're all agreed, I'm awesome... Except, you don't believe me, do you? You want me to prove I'm awesome. Your products are no different.
The reason you're finding lead capture and conversion so tricky is that people don't want their inboxes filled with marketing bollocks begging for them to spend money on shit they don't want. They don't want a crappy buying journey that keeps prompting them to buy stuff. And they certainly don't want to be ripped off by a multi-million-pound organisation.
More importantly, GDPR is going to make it harder for you to do any marketing or personalisation. There are a couple of tips on how content can help you smash your KPIs.
Think ordinary
- Influencers talk about your product, and as they're independent, people trust their opinion more. The success of Deliciously Ella and Zoella (you must need an ella in your name to make big bucks from social media) show how valued their opinion is.
- Reviews of your product, even on your product pages, takes your product out of the marketing bubble and firmly in a consumer's world.
- User-generated content through social media or testimonials adds gravitas to your proposition.
- Sponsorship gives your brand exposure where people least expect it. Emblazoning it on Mo Farah illustrates your brand is champion, has stamina, is consistent and is loved.
- Circumstantial advertising like people seeing Ranulph Fiennes or Simon Reeve using your product where people would least expect would wow existing and potential customers.
Think extraordinary
- Use virtual reality (VR) to show off your venues.
- Start a socially conscious and clever social media campaign, like TMW's #TurnOnToTurnOff campaign for Durex and World Hour.
- Being a journey for people to follow, like Best Western's radio tour of England using their hotels as destinations and engaging the local communities.
- Create content people can be part of, like Samsung NZ's virtual queue or Ben and Jerry's Capture Euphoria campaign.
- Generate publicity through shock or creating your own soap opera.
- Organise events or experiences for people to be part of or follow.
So go ahead. Be brave. Put your brand through its paces by getting real people to put it through its paces to create an enriching customer experience through empathy.
Your brand can tell its story with content that crosses borders. REDwalks are travel and culture influencers who use years of copywriting experience, and journalist qualifications, to create content that showcases your products, services or brand. Sound good? Get in touch.
