Creating Sales Promotion Campaigns With Content To Drive Website Action & Conversions

Sales promotion may sound like a crazy thing to be doing with a content marketing campaign - until you remember you're going to have quite a few prospects in the marketing pipeline that have been in the lead nurturing stage for a long time and need a little nudge to take action;

...or that you want to keep your customers involved and engaged so you're offering a series of webinars every 2 months to educate them somehow, helping build loyalty;

...or you realise that creating your ideal customer requires constant attention from non-awareness through purchase and then needs more attention to get current customers to buy more, more often;

...and you recognize that a happy customer is less liable to defect or be lured away.

Where Promotional Campaigns Fit In The Pipeline

Sales promotion content marketing campaigns allow you to speak to that segment of your market you want to take action and lets you communicate with timely offers of value.

If you're using marketing automation software, segmenting your lead prospects by lead score and age should be straightforward. Before investing hours of time brainstorming offers and developing campaigns, I suggest you call a few of these people and talk to them to find out what you can about there delay in moving forward. Are they simply tire-kickers? Do they need more support and buy-in from senior management? Do they need budget approvals?

The more you can discover, the easier it will be to create a promotional campaign that addresses the majority need. You might also discover there is a commonality amongst this group that you aren't addressing earlier. In that case you'll want to create 2 campaigns and offers: 1 that occurs and runs directly after initial conversion to a lead; and 1 promo campaign to direct action for those who manage to slip through.

The primary strategy for this type of promotion is a "pull" strategy. We want to be careful about mapping the delivery of any promotional campaign to the end of the buy cycle, basically at the stages:

• preference
• conviction
• purchase
• continuity

I can make a case for using promotional tactics on existing customers as well. There are times when it may be prudent to reward customers and some loyalty building campaigns could contain promotional tactics to encourage action.

Our business objective is to maximise our lead conversion potential. Our tactical reasons for this are to give these undecided leads a reason to take action. We're providing a stimulus to action.

B2B and B2C businesses can benefit from promotions, which can be targeted to potential leads in a lead nurturing campaign; the trade such as retail, VARs, franchise and corporate owned stores such as bank branches; and your own sales force. Each target will have a separate objective and tactics as detailed in your content marketing strategy.

The fact is, sales promotion is a valuable tool for marketers, and content marketing campaigns are a cost-effective way to introduce, launch, stimulate demand, move old merchandise or accomplish other short-term objectives. A key consideration is that after the short-term effect of the promotion diminishes the brand has held new users or increased sales.

Call us today to get your "Customer 1st Content Marketing Campaigns" for Marketing & Sales efficiencies & achieving increased revenues. We'll get you started. You'll see results.

Toll-free North America 1 (877) 949-2726 for Content Marketing Campaigns.