Dana Sullivan Kilroy is a communications professional with more than 20 years of experience delivering compelling content. Her work has appeared in national, award-winning publications and sites, including: The New York Times, The Los Angeles Times, The Wall Street Journal, USA Today, and Fast Company, Inc.
Do you want to run a marketing campaign but you’re tired of running a promotion?
There are a variety of ways you can run marketing campaigns that garner engagement and reach your audience without having to give something away. The best outlet for these campaigns is social media.
Did you know that 8 out of 10 small businesses use social media for their business to drive growth?
When a business combines its social media presence with its marketing goals, great things can happen. Sometimes coming up with ideas can be hard, which is why we’ve put together three examples of non-promotional marketing campaigns that businesses can use to drive traffic, build leads and convert followers into sales.
#1. Offer A Valuable Resource
Here at ShortStack, we’ve used our resources, such as downloadable PDFs, infographics, eBooks and guides as an incentive to collect valuable data like email addresses. Resources give your business a chance to position yourself as a leader in your industry and educate your existing and potential clients.There are a lot of materials that can build a great resource, such as statistics, best practices, white papers, case studies, employee highlights, etc.A great example of a valuable resource offering is from SBLI, a life insurance company. They chose to use a marketing campaign to display a Life Insurance Quick Guide.
Life insurance can be confusing so they’ve broken down the information into four main points that they feel people need to know. They then used a campaign to display those points in a visual and easy-to-follow fashion.
#2. Promote Testimonials and Customer Stories
Business owners all have one thing in common: They want to provide products that their clients want! And asking for feedback or to submit a review can provide some insight into what those products are. Any positive feedback you get has a second, incredibly impactful benefit. A lot like word-of-mouth marketing, positive reviews help establish trust which leads to new customers. Therefore, any positive feedback, review, or customer story should be front and center in your marketing. Check out how Codeacademy rounded up dozens of real customer success stories and placed them in one inspirational gallery. If a prospective student was questioning whether or not they should sign up, these stories surely nudged them in the right direction.
#3. Promote An Upcoming Event or Offer
Every business has exciting things to look forward to!In the example below, the Mobile Apps Unlocked Conference created a landing page to promote their event in Las Vegas. It’s a one-stop-shop for everything you need to know about who’s speaking, who will be there, and, of course, how to purchase tickets.
By choosing to place this content on a landing page versus a website, MAU organizers can assure that people who are interested in the event won’t get distracted by unrelated content that would be present on a full-blown website.
Just think of a sales funnel. You put a note on social media that you’re hosting an event, you run ads against it, and continually promote it to your audience.
If they want to learn more they are sent to your landing page rather than to a website where they could easily be distracted by other offerings or content.
The great thing about non-promotional campaigns is you’re still able to collect emails and other information that you can use to market to your audience beyond the life of your campaign.
The next time you’re wanting to spruce up your marketing efforts, don’t get caught up in trying to think of a promotion to run. Use these ideas to leverage all of your marketing efforts. For more lead-generating solutions and ideas go here.
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