Ask yourself some tough questions to generate action
by Gordon Higelmire
Integrated Inbound Marketing utilizes offers and incentives to entice consumers to pay them a visit. Developing compelling offers can be challenging in the best-case scenario, and frustrating in the worst.
Depending upon the channels and approach selected to promote the offers, different strengths and angles can be leveraged to distinguish the offers from others in the space. Like planning an expedition, a series of questions need to be answered and a number of plans need to be laid.
- Why should I care about your offer?
Even before a campaign is selected or goals of that campaign are set, an advertiser or marketer should look from the point of view of their user and ask the question, “Why should I care about your offer?”
- What will create action?
However, digital creative advertisers have a challenge (or opportunity) those in traditional channels do not have to take into account: tracking and attribution. If we analyze the path that a user takes to interact with compelling offer content, there is a point where the user actively decides to engage with the additional material. From this analysis, we can test, adjust, and optimize in real time.
- Why did they click and where did they go?
A great deal of web content is passed over during any particular web search. When the analytic data show that a user has committed to interacting beyond the ‘teaser’ describing the offer– by clicking on a Call-to-Action (CTA), there is a tremendous opportunity to engage with a user that has decided to look for more information.
- What is the true value of the offer to our target?
Leveraging key research insights and personas, advertisers and marketers can present compelling offers that further a relationship with the user. The innate challenge again being what content or offer can be presented that answers the question above.
The ‘Goldilocks’ principle of offers
If the offer is too general, too specific or, perhaps worst of all, not relevant to the user, he or she may lose trust in the company and choose not to engage in the future. Simply put, a bad first experience with an offer can prevent the user from engaging in subsequent campaigns.
Here are three examples of offers that can drive a user to “care” and repeatedly engage with an interactive piece:
- Exclusive content that can only be accessed in a single place or by taking a specific action.
- Limited-time content with short or one-time offers that may not be made available again.
- Rich media (i.e. video or animated content) that supplements and enhances the written portion of the offer
While the exclusive and limited-time methods are not particularly new for advertisers or marketers, they are fairly easy to deploy as part of an integrated marketing campaign. The data that can be measured by these two types of content can also tell a story about how captivating the offer is based on who chose to engage in it. This data can then be used to better build and target future campaigns or offers.
The last example, rich media, is not the hardest to implement, as many marketers and advertisers generally have video or animated content already developed. However, the challenge often lies in tying that offer to a campaign developed with a different message or goal in mind. Care should be taken in selecting content that has already been produced and/or previously used unless the content ties directly to a multi-channel marketing or advertising approach.
There are many challenges for marketers and advertisers that wish to implement compelling offers as part of their respective Integrated Inbound Marketing campaigns, but one of the fundamental questions that should be answered before developing any offer is, “What is the value this offer is going to bring to my readers/users?” Further, how is this offer going to lead my readers/users to engage with my brand on their journey to becoming a brand advocate? With this goal in hand, it will be much easier to measure the relationship between those that pass over the content on their way to something else, and those who wish to engage and have a relationship with a brand or organization.
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