I recently attended a conference run by DigitalMarketer – a company based in the US with some of the top marketers in the world working for them. They sell online marketing training and more importantly they practice what they preach – running several large & profitable online businesses using the exact same strategies.
Running an event can be a very effective way to speak to your target market face-to-face.
It can also be a rollercoaster of ups and downs… One minute you’re worried that nobody will attend, the next you’re worried you’ll run out of chairs or, more importantly, food and refreshments!
With an effective digital marketing strategy, however, you can spend more time focusing on the event itself, with confidence that the right people will know your event is on and that they’ll attend on the day.
One of my clients, who is in the Modular Home Building industry (I’ll be referring to them as ‘Modular Builders’ for privacy reasons) was looking for new ways to attract their target market to visit their factory, over and above the already successful lead generation campaigns we were running.
I suggested an Open Day, and here’s how we planned and marketed it online, along with the results it generated.
Note: this case study focuses on running your own event, if you’re sponsoring a conference or trade show, check out this article on how to get the best return from it.
If you run an eCommerce store, you are likely finding it harder and harder to increase sales and make a profit from advertising online. Competition is pushing cost per clicks higher, organic search results are now dominated by big brands (and ads), Amazon is rapidly increasing market share, plus shoppers are becoming more astute and increasingly using comparison websites to get the best deal.
So what can you do? Well, you need to get innovative and find ways to increase your conversion rate significantly. If you do this, you can afford to pay more for traffic than your competitors (and still make a profit) and therefore you’ll be able to bid aggressively on less targeted (and higher volume) traffic and networks. The result? You’ll capture the lion’s share of the sales in your market!