An increasing number of companies are on board with digital marketing. Since 2016, there’s been a 50 percent increase in how much companies reserve for their digital marketing budget. Digital marketing encompasses everything from social media to website content to online videos.
Similar to traditional advertising, if you don’t have a firm plan in place for getting results, then throwing money at marketing doesn’t help too much with sales. It’s important to consider multiple aspects of marketing online.
One of the best ways to figure out what works and what doesn’t is to study businesses that are like yours. Consider the business’s target audience and if it is similar. Then, take a look at the digital marketing examples below and find the things that would work for your digital marketing campaigns.
1. American Express Open Forum
Building an online community is a powerful marketing tactic. Once you have a community, you have a street team of raving fans who will not only come back to your brand over and over, but will also share your marketing campaigns with those they know.
American Express Open Forum is a good example of creating a community online. Instead of only sharing what it wants you to see, it thinks about what its target audience is interested in learning more about. Many of its customers are business owners, so you’ll find topics such as boosting productivity and branding tips.
Kmart’s “Ship My Pants” and “Big Gas Savings” commercials went viral. The humor is a bit crude to some, but others found it completely hilarious. Kmart created the commercials and released them online, which helped attract a younger audience to a brand that their grandmothers were familiar with.
This is a smart strategy if you want to expand your customer base. Just be careful you don’t alienate your most loyal customers. While Kmart has other issues that have led to store closings, you can still learn a lot by studying its humorous videos and add some humor to your own branding, particularly if you are a lighthearted brand.
Utilizing videos is a smart tactic for digital marketing campaigns. Swiffer does a good job of using videos on its Facebook page to entice potential customers into buying its product. The videos have the same focus as its television commercials — products that make cleaning quick and easy. The focus is on busy people who don’t want to spend a lot of time cleaning but still want a clean house.
4. Quincy Compressor
Quincy Compressor takes its online video marketing to another level by creating a clear funnel on its landing page for saving money. It uses a tagline, full-width background image and a call to action (CTA) inviting the site visitor to “watch the film.” Who could resist?
Narrowing your focus in this way is a smart move that shows site visitors the exact action you’d like them to take. Instead of having to cut through all the clutter on the page, anyone who lands here immediately knows they should watch the video, which then provides an enticement to buy a compressor.
Chex cereal does a good job with its online content and matching it to the purpose of its cereal, inspiring people to try a wide variety of recipes. Note how it also uses beautiful and vivid images to pull the reader in. This allows them to share these recipes on social media and pull more traffic to its site.
Wirecutter has an interesting business model. It sells affiliate items, but the way it makes its money is to create lists of the best of the best. The writers do rigorous testing before posting the article, so you are sure the item is as described.
Even businesses that don’t sell affiliate products can learn from this model. For example, if you sell jewelry, add content that lists the best gold jewelry to wear with a formal gown and list your products that qualify.
7. Mr. Clean
Mr. Clean did something new and quite successful. It knew it was doing an ad during the 2017 Super Bowl, but it also knew that people sometimes leave the room during commercials or don’t pay as close attention to advertising.
In order to combat this, it began a series of daily messaging on Twitter and Facebook about the upcoming ad during the Super Bowl. The result was that it not only reached the millions of views during the sporting event, but it also earned 11,700 mentions on social media and additional mentions in the time after the ad aired.
Dacia is an Italian carmaker that’s been able to increase its return on investment (ROI) with Facebook targeted ads. Posts on its Facebook wall feature photos of its vehicles in different beautiful settings. The company used boosted posts and was able to reduce the cost of leads by 45 percent and increase brand favorability.
9. Salt Bae
When you think about branding on Instagram, a Turkish steakhouse probably isn’t the first thing that comes to mind. However, Chef Nusret Gokce, better known as Salt Bae, attracts mentions from all over the world with the hashtag #saltbae. Even on his own Instagram page, you’ll find photos that focus more on his personality as a chef than the food itself. It’s a unique take for a restaurant.
10. Know Your Lemons
The #KnowYourLemons campaign was created by the Worldwide Breast Cancer organization to raise awareness about breast health. The campaign is tied to the hashtag, features videos on YouTube and utilizes an app to tie into social media and breast health awareness. Tying into a cause is always a smart move for your business. What kind of awareness campaign do you want to start?
11. Domino’s Pizza
Domino’s Pizza taps into people’s love of technology and convenience in order to drive engagement on its website. Their online order tracker allows customers to see how long it is until their pizza arrives. It offers the same feature via its mobile app. You can do something similar by offering an estimated day and time for an order to arrive or showing where you are in the process of fulfilling an order.
12. State Bicycle Co.
State Bicycle Co. is a good model to follow for ideas for digital marketing campaigns. For example, on the YouTube channel pictured in the above screenshot, it offers tutorials on mountain biking and features its products. During the holidays, it posts what’s on sale and other specials.
Learning by Example
Studying these 12 examples shows you what you should do with your own digital marketing campaigns. However, the real key is understanding your target audience and what they want. Once you tap into your audience, you’ll be able to better market to them both online and offline. If you’ve targeted your campaigns wisely, you should see results that will boost your sales and strengthen your company’s performance.