Have you tried running a marketing campaign that revolved around running a promotion? There are multiple ways that you can run your marketing campaigns which have engaging content and grabs the attention of your audience without needing to give something away for nothing. One of the best outlet for campaigns like these would be social media.
Fun Fact: 8 out of 10 small businesses utilize social media to drive the growth of their business.
When social media is used in combination with a business that is motivated by their marketing goals, marvelous things are possible. The thing is, coming up with ideas like those can be difficult. Here are three examples of marketing campaigns that are non-promotional which businesses can use to drive traffic, build a list of leads, and convert those leads into customers.
1.) Offering a valuable resource
Resources give businesses the opportunity to position themselves as industry leaders and to educate existing and prospective clients. In the past three years, resources such as downloadable PDFs, eBooks, infographics, and guides have turned into top sources of revenue.
To build a great resource, there are a lot of materials that can be used such as best practices, white papers, case studies, employee highlights, statistics, etc. One example of a valuable resource offering is from a life insurance company: They used a marketing campaign to showcased a “Quick Guide to Life Insurance”.
Life insurance can be confusing to a lot of people so they broke the information down into four main points that they felt people needed to know. They then structured the campaign using easy to follow visuals to display those four points.
2.) Getting feedback about new products or ideas from your clients
All business owners and businesses have one thing in common, they want to provide products that their clients want. Getting your client's feedback on a new idea or product is one of the easy ways to know if it is right for them.
Showing that you care about their opinions make them feel they are part of the decision making process which in turn will make them participate more when you ask for their feedback on a potential product or idea. Additionally, it can save you the headache of guessing whether your next big idea will sell or not.
One example would be using a marketing campaign to get feedback about a brand new Android or iOS App that you have built and then publishing the campaign via your website and email to reach out to your existing website visitors and email subscribers.
3.) Promoting an upcoming event or offer
Offering an upcoming event such as a webinar, online tutorial, company tours etc., chances are you are presenting something that would interest and get the attention of your potential and existing clients. Using campaigns like these is a great way to streamline your clients or audience to see what you want them to see.
Let me give you an example: a Facebook ad expert uses a campaign to promote an upcoming webinar that he is hosting. By choosing to place this information on the ad versus his own website, he can rest assured that the people who are interested in his webinar will not be distracted by anything else that is on his website.
Here's how it works, he put the ad on social media that he is offering a webinar, run ads against that webinar, and continually promote it to your audience. If they are interested in learning more they will be sent to your campaign rather than to your website where they could be easily distracted by other content you offer.
Non-promotional campaigns are great because you are still able to collect email addresses and other information you can use to market to your audience beyond the normal period of your campaign.
Don't forget to use these ideas the next time you want to spruce up and leverage your email marketing efforts.