Why content campaigns need to be surprising to earn top-tier press
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Why content campaigns need to be surprising to earn top-tier press


30-second summary:

  • Every successful content campaign understands its audience and knows their pulse. How do you know whether your content campaign is worthy of being viral?
  • Fractl’s first in-depth study into viral emotions found that the most common emotions invoked when consuming viral content were amusement, interest, and surprise.
  • Domenica D’Ottavio shares the key ingredients of successful content campaigns with some interesting examples.

Successful content begins with understanding your audience. What does your audience like? What do they avoid? What do they want to learn more about? What are they most likely to share and engage with?

Fractl’s first in-depth study into viral emotions found that the most common emotions invoked when consuming viral content were amusement, interest, and surprise. After executing thousands of content campaigns, we keep these three emotions in mind when creating content—particularly the element of surprise.

Easier said than done, though. What makes content surprising? How can you use surprise in your content marketing campaigns to earn links and media coverage at top-tier websites?

In this post, I’m going to share two examples of content market campaigns that embraced the element of surprise and why they were primed to be successful.

Content with shock value is primed for social sharing

You often don’t know, until you start working on a project, whether your content will offer something readers don’t expect.

If something is surprising enough to get Whoopi Goldberg talking about it, you know you were successful. In a survey execution for one home-improvement client, we asked 1,000 Americans about their cooking habits.

What seemed innocuous at first, quickly became a link building success, in large because of the huge disparities in the results.

 

Why the content worked

Not only did we learn that Millennials are the worst cooks, but we also learned they have trouble identifying a butter knife, compared to other generations surveyed.

These two news hooks directly resulted in widespread coverage, because they were surprising enough, but also relatable enough, to spark conversation among readers.

Content campaigns that surprise - Example of Millenials being unable to identify a butter knife

After the first placement went live with Washington Post, this campaign spread like wildfire across the internet, earning top tier placements at dozens of publishers including USA Today, Thrillist, and The Daily Meal totalling 145 press mentions for a simple survey execution.

This content campaign is a perfect example of how just a few data points can carry a campaign. The content idea itself doesn’t need to be surprising — that is, exploring cooking habits — just as long as a single component of the data is shocking.

Surprising content that’s useful, too, can produce big wins

While the previous two campaigns produced results full of shock-value, a project doesn’t have to be controversial to be successful.

A lot of brands and businesses want to produce content that’s not only entertaining but also informative and useful to their audience. When producing surprising content that also can be informative, consider the impact of the information. What ideas can you produce that will contribute positively to people’s lives?

In a content campaign for one career-related client, we wanted to find out how much money you could make in various careers that don’t require a degree.

Millennials are the largest generation in the U.S. workforce. Many of whom entered college during or following the great recession. So, topics related to career and finance are hot for millennials, as many of them graduated with student debt, and may have trouble finding work with the degree they earned.

Survey executions are useful for new studies, but when the data already exists and is available for use, why not use it?  The average person often finds it difficult to interpret meaningful findings from existing data sets, which is why they can be perfect for link building content campaigns.

After digging through the data from the U.S. Bureau of Labor Statistics (a free-to-the-public data source) we found that contrary to popular belief, you don’t need a degree or to own your own business in America and earn 6-figures.

In addition to being surprising, this data also proved useful to our audience.

Many college graduates in America are not making six-figures. So, this campaign was surprising and eye-opening to them. For those looking to get started in a different field, this study provided a glimpse into what high-paying jobs are out there. For those without degrees, this study provided hope and inspiration to improve their situation.

After earning coverage on CNBC, this campaign appeared across many work and career-related publishers wanting to cater to their audience and deliver these surprising and informative findings. Capping out at 141 press mentions, this campaign was also featured on MSN, Marketwatch, and The Ladders.

An element of surprise grabs and keeps the audiences’ attention

When producing content, not every aspect of your piece has to be surprising. In fact, we find that it’s usually one or two data points that yield the majority of link building results for our clients.

The key to creating successful content campaigns in any niche is to intend to serve your audience first. Come up with ideas that answer their questions, and then put your own surprising spin on it.

When producing any successful content campaign, make sure that there’s an element that’s newsworthy, surprising, and data-driven for optimum success.

Domenica D’Ottavio is a Brand Relationship Manager at Fractl. She can be found on Twitter .



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Guide to Email Drip Campaigns + 5 Examples -GetResponse Blog 


You’ve probably read a lot of case studies about people increasing subscribers and sign ups using email marketing. If you’ve tried to copy their tactics and failed, don’t feel dispirited. In most cases that success you read about in a 1,000-word blog post didn’t happen overnight.

Find influencers, create campaigns, boost awareness in one easy-to-use platform from Intellifluence
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Find influencers, create campaigns, boost awareness in one easy-to-use platform from Intellifluence



Intellifluence is an affordable, end-to-end influencer marketing platform that helps you create campaigns, select influencers, send outreach, and manage payments.

On this webinar, we sit down with the team from Intellifluence to show you how their platform allows you to create influencer marketing campaigns that meet your specific goals, manage the entire process–from messaging to payment–in one easy-to use platform, and even invite qualified influencers to apply to your campaigns and pitch possible candidates to find the right fit.

This tool is available for a limited time at https://social.appsumo.com/intellifluence-2020

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Integrated Campaigns | How to Create Online-to-Offline Experiences
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Integrated Campaigns | How to Create Online-to-Offline Experiences


In the modern marketer’s race to capture buyer attention and create meaningful experiences, differentiation is more important than ever. 

Digital tactics are effective, but too much can create noise, drowning out your brand message and leaving consumers with the negative side effects of digital overload. Offline channels like direct mail, however, remain incredibly effective at driving awareness and engagement.

In addition, sending physical and digital items like direct mail, custom gifts, corporate swag to your audience creates a more emotional experience than digital outreach—meaning it’s a better tool for building relationships. 

Direct mail and other offline channels are not new, but the old barriers to entry with these strategies have been overcome: Sending Platforms enable companies to automate personalized offline campaigns like direct mail and measure ROI. Thanks to tools like Marketo, it’s possible to integrate with Sending Platforms and orchestrate online-to-offline campaigns, where an offline experience is triggered by marketing automation. 

The ability to orchestrate offline touchpoints enables marketers to be strategic with how they execute these integrated campaigns. Direct mail can be programmed to run alongside your emails, targeted ads, content, and other digital channels; it can also be triggered based on data like engagement, lifecycle stage, predictive data, or intent. And the ROI is clear: Marketers are seeing up to 450% return on new revenue on their integrated direct mail campaigns

When it comes to go-market-strategy, utilizing offline channels has become table stakes. 

We believe authentic relationships with your buyers and customers are achievable in a cluttered, digital world. And enabling online-to-offline experiences is one of the ways we do that. Keep reading for tactical integrated campaign ideas that generate seamless online-to-offline experiences. 

3 Online-to-Offline Campaigns Made Possible with Marketo

Demand Generation

Engage Leads That Demonstrate Intent 

Most nurture campaigns involve a series of emails sharing information to interest potential buyers: eBooks, case studies, webinars, one-pagers, and more. But simply putting potential buyers into a nurture isn’t enough; you need to understand who is engaging with that content and demonstrating intent to buy. Then you can invest in creating an offline experience with something like an inexpensive eGift card built into your digital content offers. 

For example: By integrating Marketo with a Sendoso, you can trigger an automated email after someone downloads an eBook with the eBook link and a $5 coffee eGift card. Include a message thanking them for their interest in your content and offering to buy them a coffee while they read. Your recipient gets to choose where they want to redeem the coffee in person and then has a positive, offline experience associated with your brand. 

eGifts have been shown to increase demo attendance by 20%, so we know that these offline experience can drive engagement around virtual events. Consider triggering an automated email on the day of a webinar to remind people of the event and give them something to sip on while they attend. 

As a best practice, we recommend putting an eGift touch later in your nurture campaigns, when audience members who aren’t a good fit have opted themselves out and you can put more investment into your target audience. 

Account-Based Marketing

Open Doors and Build Relationships 

Your top prospects in target accounts are probably top targets for other companies, as well. And you’re all trying to reach the same people. An offline experience as part of an integrated campaign can differentiate your outreach from what lands in someone’s voicemail or inbox. 

Lay the foundations of your integrated campaign with online channels. Utilize the same branding and messaging themes across email, targeted ads, and social media—all of which you can orchestrate through Marketo. When Marketo’s lead scoring tools identify prospects who are engaging and showing intent, Marketo’s integration with a sending platform can trigger direct mail sends that will land on their desks. 

Getting a package on your desk is an experience—one that has been proven to drive results. Companies are able to convert an average of 1 in 3 cold leads to meaningful conversations with a direct mail touch. Because this is a critical touchpoint, pair together elements that are both informative and enjoyable in your direct mail piece. 

Printed collateral like one-pagers, case studies, and eBooks are good educational elements to send with branded items like socks, YETI mugs, or coffee grounds. Include a handwritten note (automated via a Sending Platform) that explains why you sent the items and what value you’re offering. Puns can come in very handy here (i.e. send a pair of socks with a note that says, “I think we’d make a great pair. I’d love to learn more about your goals for this year.”) 

Once the package is received, the integration will alert your sales reps so that they can coordinate timely follow up. 

Field Events

Drive Attendance and Post-Event Conversations

Field events are a big investment, so it’s important to get as much return as possible and be able to measure that return. The experience starts with your invitations. Direct mail can increase response rates up to 55%, so consider sending a physical invitation, video mailer, or 3D pop-up box in addition to your digital outreach in order to drive registrations. 

Generating ROI on events also means continuing the engagement after someone attends your event. They’ve shown a lot of engagement and interest by physically interacting with your brand, which should be reflected in their Marketo lead score. For post-event engagement, you can set up an automated direct mail send that would trigger when a contact’s status changes to “Attended.” 

The follow-up direct mail piece could potentially be informational material that summarizes the topics covered at the event or a branded swag item with the same theme as your event. Get creative on how you tie the send to your event (Did you sponsor a conference and host a happy hour in Arizona? Put a desert-themed logo on a water bottle and send it to attendees so they’ll remember the specific event where they engaged with your brand). Include a handwritten note each attendee signed by a sales rep. One-to-one direct mail sends from sales reps can yield up to 60% conversion rates to meetings

The integration also enables you to tag all the direct mail sends to campaigns in your CRM in order to measure the ROI. With the ability to automate, personalize, and measure direct mail success within Marketo, marketers are seeing ROI across the funnel. But they aren’t using it as a solo channel for engagement. They’re coordinating these touchpoints with digital channels and using data to trigger personalized offline experiences. 



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Six great ways to get more out of your digital marketing campaigns in 2020 Search Engine Watch
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Six great ways to get more out of your digital marketing campaigns in 2020 Search Engine Watch


Six great ways to get more out of your digital marketing campaigns in 2020

As we enter 2020, it’s time to leave behind old marketing strategies and adopt new ones. After all, there is a lot of innovation happening. From AI in customer service to influencers taking over social media, a lot has changed in the last year. Digital marketing campaigns now sprawl across different channels, tools, and processes.

While some strategies might remain partially the same, they will get a facelift in 2020. If you are looking to take your marketing to the next level in 2020, we’ve got some tips for you.

Here are some of the best ways to get more out of your marketing campaigns this year:

1. Create more video content

Videos have transformed the content marketing landscape. They have changed the way brands promote their products and create content. And video content is also becoming more popular. Wondering why?

Because people like watching videos.

In fact, 72% of people said that they would like to watch videos to learn about a product or service.

If you haven’t been using video content, you’re losing out on a lot of opportunities to grow your brand. With the evolution of social media platforms like Instagram, YouTube, and Facebook, the video content game has changed dramatically. Video content is a versatile tool to increase brand awareness and drive engagement.

So, what kind of videos can brands create for promotion?

There are many different options — educational videos, onboarding videos, meet-the-team videos, customer journey videos, event videos, and more.

Looking for inspiration?

Take a look at the Reebok video marketing campaign

They created a video for their #HonourYourDays campaign which shows a woman’s relationship with running in reverse mentioning that the average human life is about 25,915 days.

While it doesn’t directly promote their products, it does highlight the importance of fitness. It’s a great way to spread awareness without being too promotional.

Source: YouTube

2. Use chatbots to enhance customer experience

With the help of intelligent chatbots, you can also leverage customer data. These virtual assistants are capable of collecting data from customer interactions and giving you insights into how your brand can improve.

For example, if customers are complaining about a specific product, you can dive deep into the issue and understand the problem on a granular level.

Providing a great customer experience can help brands increase lead generation and revenue. What’s more, it can also help you improve your customer experience and lower your customer acquisition cost.

One of the biggest benefits of customer service chatbots is that they are available 24×7 and give quick responses to queries.

Chatbots are also great tools for helping customers keep track of their purchases.

Mastercard’s chatbot on Facebook Messenger

For example, Mastercard’s chatbot on Facebook Messenger allows its users to ask specific questions. On it, a user can ask how much they’ve spent on food or on Uber.

For each user, the answer is personalized based on their bank statement. Users can also send submit questions to ask for more information about a particular product.

Mastercard's Facebook Messenger chatbot used for digital marketing

Image via Mastercard

3. Focus on personalization

Most content marketers believe that when a prospect customer engages with their brand and makes a purchase, it’s a win.

But what’s next?

A customer journey starts right from when a target customer engages with your brand and it continues through conversion. But it also includes providing customer support and elevating their buyers’ journey to turn them into cheerleaders of your brand.

So, it is essential to reach out to your audience and provide valuable services that are not solely revenue-centric. 76% of consumers believe that it’s easy to switch to a different brand to find an experience that will match their expectations.

So, how can you provide a memorable experience to your customers?

That’s where personalization comes into play. Not only can it improve the customer experience you deliver, but it can also boost your sales.

Providing a personalized experience can significantly impact your relationships with your customers. So, how can you create a more personalized experience for your customers?

Tools like Google Analytics and Cortex can help you get insights into your audience’s behavior. By using that data, you can find out what kind of content your audience is looking for and then optimize your content creation strategy accordingly.

4. Leverage influencer marketing

Influencer marketing has grown to become a whopping five to ten billion-dollar industry. It has helped marketers reach their target audiences, generate brand awareness, get more leads, and boost sales.

Collaborating with social media influencers has become a great way for brands to promote their products and services. When an influencer endorses your brand or reviews your product, it can get you a lot of publicity.

How?

Take a leaf from Daniel Wellington’s digital marketing strategy

To create buzz about their brand, they send their watches to multiple influencers. They encourage those influencers to create posts with the hashtag #DanielWellington to help promote their products.

Daniel Wellington’s digital marketing strategy

Source: Instagram

Another example of great influencer marketing is Subaru’s #MeetAnOwner campaign

In this campaign, the company reached out to influencers from diverse backgrounds. One of the biggest influencers in their campaign was Devin Graham (@devinsupertramp) with over five million YouTube subscribers at the time. He is known for his daredevilry.

By partnering with Devin, Subaru was able to reach out to outdoor adventure junkies. Graham’s sponsored video with Subaru gained around 1.3 million views and 1.1k comments.

Source: YouTube

5. Automate your email marketing campaigns

About 73% of marketers consider email marketing to be crucial to their company’s success.

But it can be a time-consuming strategy. If you’re short on time, there is a way out – automate your email marketing campaigns. Not only can it help you save a ton of time, but it can also help you create more personalized content.

With this strategy, you can ensure that your content is delivered to your customers at the right times.

For instance, if a customer has abandoned their cart, you can send them a reminder to complete the transaction.

Here’s an example of how American technology company, FiftyThree, notifies their customers about abandoned carts with an appealing message.

example of automating email marketing campaigns

Source: Shopify

Marketers often use these emails to encourage their customers to take another step or get closer to a purchase.

Emails also provide you with an opportunity to upsell your products.

For example, an email that includes a section containing products similar to a user’s previous purchases can trigger their engagement.

Amazon's example of using product suggestions via email marketing

Source: Smartrmail

Email automation saves the time and efforts that are otherwise invested into following up with each action of a user. It also reduces the potential for errors such as hitting the send button prematurely when the user might not be ready.

6. Build a community

Building a community around your brand will help you improve your brand awareness, drive higher engagement, and organically boost your SEO.

When users create and share content around your brand, you are likely to get noticed by search engines. Brand mentions, post shares, comments, and likes — all of these help your cause.

Further, having a community of followers also helps strengthen your branding.

When you share valuable content that helps your target audience or aligns with their interests, they tend to associate more with your brand and become loyal customers.

Some companies even have brand ambassadors who regularly create content for them in return for benefits such as free products, invites to product launches or other events.

A great example of a community is GoPro, an action camera company that has solidified its position in the market by building a strong community of sports enthusiasts, photographers, and adventurers across the world.

The brand builds personal relationships with their customers while maintaining a focus on its target audience of sports enthusiasts.

example of GoPro's digital marketing campaign

Source: Instagram

Conclusion

Videos, chatbots, influencer marketing, personalization, and more — there is a lot of innovation happening in the digital marketing space. Anyone, from big brands to mom-and-pop stores, can use these strategies to grow their business. What are you waiting for? It’s time to incorporate these strategies into your marketing plan for 2020.

Have you used any of these strategies before? Please share your experiences and insights in the comments section.

Shane Barker is a Digital Strategist, Brand and Influencer Consultant. He can be found on Twitter .

Related reading

Three digital marketing trends you can’t miss in 2020
12 Unique social media marketing methods that work wonders
Seven content marketing strategies you should try [With examples]
Hootsuite social trends report for 2020





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Practical Advice for Keeping Your Holiday Marketing Campaigns Streamlined |
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Practical Advice for Keeping Your Holiday Marketing Campaigns Streamlined |


Automation is the key to making sure that your business runs smoothly and that you can concentrate your time on meaningful (rather than mundane) tasks.

As we approach the holiday season, automating customer outreach becomes that much more important to ensuring that no one falls through the cracks and that you’re hitting your customers with the right message at the right time. 

With that said, we’d like to introduce you to Hatchbuck – Crazy Egg customer and an all-in-one CRM and marketing automation platform designed specifically with small businesses and marketing agencies in mind. 

To get you actionable advice on how you can get started with automating your customer contact, I interviewed three members of the Hatchbuck team.

Meet:

Allie Wolff, Marketing Manager at Hatchbuck

Jessica Lunk, Digital Marketing Manager at Hatchbuck

Natalie Slyman, Content and Social Media Manager at Hatchbuck

1. What are common pain-points you’ve seen from customers that you help solve? Why should companies invest in an all-in-one CRM? 

Sticky notes, spreadsheets, and email inboxes can be cumbersome for businesses that want to centralize customer information and ensure that their team is attending to every prospect and customer in their pipeline. 

Hatchbuck stores contact details, tracks notes and tasks, and even scores contacts based on their activity. Customers are able to use personalized, automated follow-ups keep every contact engaged throughout the customer journey. So, freed from tedious data entry and information gathering, sales people can focus on building meaningful relationships that generate new customers and more sales.

Another pain-point our customers use a CRM to address is understanding how sales and marketing activities impact their business.

Photo by PhotoMIX Ltd. from Pexels

Hatchbuck makes it simple to track the lead source of prospects and customers, giving users insights into where they should be spending their marketing dollars – and which deals sales should be focusing on.

By investing in an all-in-one CRM, customers get contact management, email marketing, and marketing automation tools in one suite. In addition, small businesses avoid costly integration and implementation fees by opting for an all-in-one solution. Plus, smaller teams get big-budget functionality in a nice, simple package. 

2. Can you give some advice to businesses who are heading into the holiday season? Anything they can do to stand out from the crowd? 

Inboxes get crowded this time of year, so it’s even more important to make sure your outreach is personalized and being sent to the right person at the right time. 

A CRM is vital for helping businesses keep tabs on prospects and customers. You should be looking for buying signals that trigger appropriate emails and other types of targeted outreach

Buying signals include when people:

  • Visit bottom-of-the-funnel pages on your website – like your pricing page 
  • Show increased interest in specific product offerings – like clicking a discount link in an email campaign or visiting product pages on your website

Many CRMs, like Hatchbuck, also include lead scoring to help you track your most interested prospects by their behavior on your website and with your emails.

Beyond that, you need to make sure that everything you’re sending has a purpose and a plan. 

Especially around the holidays, prospects are bombarded with sales emails (most of which they’ll end up deleting). Getting creative with your email strategy and using personalization effectively (beyond just “Hi [First Name!]) will make your emails more likely to be opened and engaged with. 

For instance, you can segment your email list by industry and address a specific holiday or end-of-year challenge for each segment. Personalized video is another way you can spice up your sales emails and boost engagement.

3. What are some of the most effective marketing and sales campaigns that people have launched using Hatchbuck? 

Our most successful users are thinking very strategically about how marketing automation can improve their sales process and save them loads of time on manual tasks.

Their goal is to intelligently plan outreach at the perfect time in their specific sales funnel to make sure that prospects aren’t overlooked. 

Two types of campaign that consistently delivers great results for our customers are referral and review campaigns

We’ve seen Hatchbuck customers automating outreach to their best customers – based on engagement, past purchases, and other triggers – to ask them to either refer new business or write a review of their product/services. 

Rather than sending out a bulk email to their entire customer base, Hatchbuck users can ensure that campaigns are strategically sent to only their happiest, most engaged customers. 

Another popular campaign is the win-back campaign 

Hatchbuck users have seen success using this type of campaign to re-engage lost or disengaged contacts. Our platform offers several pre-built campaigns including a win-back campaign specifically designed to restart the nurturing process and push those stagnant contacts further down the sales pipeline.

4. Can you tell us your approach to CRO – specifically analyzing the performance of your landing pages and coming up with ideas to test? 

ICYMI: Watch a live website teardown to learn how Hatchbuck uses Crazy Egg to optimize their landing pages. Click here!

There are a few areas we like to consider when optimizing a landing page on Hatchbuck’s website. Our landing pages are designed to spark conversation with potential buyers, so the first way we measure success is through landing page conversions. 

We use a Hatchbuck form on our landing pages, so when a new contact fills out the form to engage in the sales process, we can immediately see whether the page is successful or not. Hatchbuck shows us both the conversion rate and the lead source of our landing page forms so we instantly have a pulse on performance.

If our conversion rate is much lower than expected, we like to take a look at the traffic coming to that landing page. It could be that a pay-per-click ad campaign isn’t attracting the right audience, or that buyers aren’t ready to request a sales consult when they’re served a social ad on their mobile app.

Crazy Egg’s Confetti and Overlay Reports are especially useful in seeing how people coming in through ad campaigns interact with our landing pages.  

The Crazy Egg Heatmap of our agency landing page

Crazy Egg has also been instrumental in helping us identify room for improvement. Our marketing team analyzes Crazy Egg Snapshots to see heatmaps, scrollmaps, and link clicks. It’s easy to see areas where our visitors are clicking the most, as well as areas that they aren’t finding the information they need.

For instance, if everyone is scrolling to our main call-to-action button, but no one is clicking it, we know to experiment with a different CTA.

5. Are there any wins that you care to share with us? 

In 2019 we merged with email marketing platform, Benchmark. We’re super excited to join forces with Benchmark and leverage our unique strengths to provide simple, yet powerful sales and marketing tools to small businesses.

6. Any other tools you want to shout out in your tech stack?

Basecamp – keeps us organized on the marketing side

Attribution – gives us insight into cross-channel conversions and return on ad spend

Wistia – video hosting and video analytics made super simple

Ready to Get Started with Automating Your Holiday Campaigns?

If you’ve been on the fence about trying out an all in one CRM, the holidays are a great time to get your toes wet. Not only will you save plenty of time, but you’re also going to boost your sales right as you end Q4 and into the new year.

Any questions? Let us know on social media! 

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RaisingResults Winter-Event 2020: Growth Hacking, Marketing Automation en Mobile Marketing Campaigns
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RaisingResults Winter-Event 2020: Growth Hacking, Marketing Automation en Mobile Marketing Campaigns



Op donderdag 6 februari organiseren wij op ons kantoor in Amsterdam het Winter-Event! Ons team maakt zich op voor een boeiende sessie waarin je over verschillende onderwerpen kunt laten inspireren door onze specialisten. Dit keer gaat het over: Growth Hacking, Marketing Automation en Mobile Marketing Campaigns

Aanmelden? Ga naar: https://activation.raisingresults.eu/winter/

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How Ecommerce Brand Packlane Delivers Targeted Campaigns with Custom Landing Pages
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How Ecommerce Brand Packlane Delivers Targeted Campaigns with Custom Landing Pages


Step inside the marketer’s brain and you’re likely to find some healthy skepticism. Does this $50 Airbnb come with a three-digit cleaning charge? Will “free shipping” require my firstborn to clear customs? Why does this anonymous benefactor need a credit card number to give me my millions? (And how did he get my email?) Do “fully customized” landing pages secretly mean slower launches, a bulkier building process, or not-totally-customizable-but-hey-close-enough?

Not so—at least when it comes to landing pages. Just look to the customization masters at ecomm packaging company Packlane. They make retail-ready, custom corrugated mailer boxes, shipping boxes, and folding cartons for subscriptions, ecommerce, and gifts that can be as simple or fancy as your heart desires. And they get real meta when it comes to their customization. Not only is it a pillar of their service, it’s also instilled in their marketing with oodles of customized landing pages. 

But do oodles of customized landing pages equal oodles of time? Oodles of effort? Oodles of conversions? We pulled the lid off a few of Packlane’s landing pages to find out how they use them to create speedy, beautiful, super-targeted campaigns

When you need to publish fast

It’s no secret that ecommerce is a highly competitive and fast-paced world—one with so many options, you can buy your chicken a leash for both casual and formal occasions

No matter which ecommerce niche you’re in, keeping up often requires working fast to get new promotions to market. But the catch-22 is that your landing pages can’t look like they were created quickly. When they do, they undermine your campaign thanks to inconsistent branding, rushed copy, or poor-quality images.  

Full disclosure, one of the reasons we approached Packlane is because we have serious :heart-eyes: for their gorgeous branding—and how seamlessly it’s woven into each of their landing pages. We asked Remy Tennant, Packlane’s Director of Growth, about getting pages published fast while running a tight design ship.

One launch comes to mind. We had to get a page up really fast to get this campaign out the door. We often work with an agency, but this was a complete DIY job for our marketing team with no development or design resources.

The page—where customers can apply to be featured as part of Packlane’s Custom Packaging Inspiration Gallery—is relatively minimal and, says Remy, “admittedly not our most beautiful.” But at an 18% conversion rate and climbing, it’s a rush job that’s more than delivering on its investment

Image courtesy of Packlane (Click to see the whole thing.)

It’s also easy to duplicate and rework, opening the floor for testing and expansion within the campaign. “Word on the Lane” is a video series featuring Packlane customer stories, with a similar submission landing page (converting at a cool 23%) to add a multimedia element to their customer showcase.

Image courtesy of Packlane (Click to see the whole thing.)

Being able to build and customize landing pages quickly creates more breathing room for experimentation, lower-stakes launching, and higher margins of ROI. Says Remy:

On our own, the entire process of launching a page—from initial content creation, to picking a template, to building and customizing it—takes about four to six hours. Our marketing team can easily get a page up within a day, working completely in-house.

When you need to collaborate

A more typical scenario for Packlane’s marketing team involves working with outside resources. Though their agency is an ocean and several time zones away, collaborating on landing pages is a simple process. Remy explains:

Our website is beautiful, but because it’s 100% custom, there is no CMS. Being able to collaborate with outside developers and designers on Unbounce without having to involve our internal tech team is a huge win. It saves time and allows our devs to focus on more important things.

Their “Size Matters” page, where customers can calculate custom sizing, is a ringing example of what this can accomplish. Pixel-perfect branding, slick design, animated graphics, and a dynamic calculator that gives recommended dimension and style options for your packaging make for a landing page that’s not only beautiful, but fully interactive. 

Image courtesy of Packlane (Click to see the whole thing.)

It’s versatile, too. This page is used at several points of the customer journey, particularly as an onboarding and educational tool.

Our sales team and customer service team use this page to lead prospective and new customers through the customization process and help them figure out the right measurements for their packaging.

It’s simplified what can be a very complex and technical process, and has definitely helped convert more customers.

When you need to really target

With great customization power comes great responsibility. Packlane offers endless packaging options—be it by style, size, material, design, and labeling. They service customers from all sorts of verticals within ecommerce, and they cater to all of their different needs based on product type, seasonality, and audience. It’s a tall order, pun intended. 

How do they tackle this complexity? Custom landing pages for specific industries and campaigns. Instead of relying on visitors to browse their website, or talk to a sales rep, or sign up to see their smorgasbord of packaging options, Remy describes how Packlane comes to them with targeted landing pages. 

Our custom cosmetics page is one of our most-visited pages and ranks pretty well for custom cosmetics packaging. We do a lot of SEO, and the ability to add metadata is obviously really important.

We’re also big into A/B testing—one page I recall saw a conversion lift of 15% after testing headlines—so we’re looking forward to running experiments with this page. Results TBD!

Image courtesy of Packlane (Click to see the whole thing.)

Seasonal promotions are another example. For ecommerce marketers, the holiday season brings more than just sleigh bells and eggnog and strained small talk with your distant uncle over a shrimp cocktail platter. It brings massive opportunity for sales and festive campaigns

Packlane answered opportunity’s festive knock with their “winter wonderland” White Ink landing page. It showcases white-ink designs for Packlane’s customers to get their customers (didn’t lie when I said they get meta) in the holiday spirit. Plus, they get a free downloadable package with 30 holiday-themed design assets. 

Image courtesy of Packlane. (Click to see the whole thing.)

The results put Remy in a merry mood, too:

This page gets a good amount of traffic as well, and was a great way to test different promotional techniques like the free graphics package. We’ll probably do something similar in the future.

So whether you’re in a mad rush, managing a lot of cooks in the kitchen, or creating a bunch of different pages for specific audiences with specific needs, it doesn’t have to be accomplished at the expense of brand quality. Just ask Packlane.

Customize your way

Ready to start building and customizing your own ecommerce landing pages? Publish as many as you want, for free, with a 14-day Unbounce trial. And if you have any comments or tips of your own you’d like to share, fire away below. 

Ecomm landing pages



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