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 fluid marketing 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.
This post originally appeared on Inside Retail and InternetRetailing.com.au.
You may not have heard of Redbubble but it is an eCommerce company, launched in Melbourne back in 2006. Essentially, the website allows artists to sell their art, photography and patterns which are printed on a range of items including t-shirts, cushions and phone covers with Redbubble taking care of the sale, manufacturing and shipping. It has attracted artists and customers from around the world and since 2006 has quietly grown to be one of the country’s biggest eCommerce companies with 147.8 million website visitors last financial year and revenue of $114.6 million, growth of 61.2% compared to the previous year.
Redbubble is again forecasting strong growth this financial year with revenue expected to jump by 50.26% to $172.2 million. With the business 10 years old many analysts would assume it has matured and would expect growth to taper off, however they are showing no signs of stopping – so how are they doing it?
Redbubble’s growth in GTV (gross transaction value) since FY08.
This article originally appeared on Web Profits blog
The agency I work for, Web Profits, launched Fluid Online Marketing last year with the aim of radically improving online marketing, and for a large number of clients – in a wide range of industries – it’s been a huge success.
With Fluid Online Marketing, clients get assigned a full marketing team (akin to an outsourced marketing team). Teams vary in size but usually include:
- 1x Fluid Lead
- 1x CRO Producer (covering CRO, PPC, Email & Design)
- 1x Social Media Producer
- 1x SEO Producer
- 1x Content Producer
It is commonly thought that the shorter the form is on your website or landing page the higher the conversion rate will be. I have personally seen short forms outperform long ones consistently as they cause less friction and require less time and commitment from a potential prospect however I wanted to test if this was always the case.
As an online business Expedia relies entirely on their website to drive revenue, with even small user experience issues having major potential costs. Expedia have a team of UX specialists and every part of their website is planned meticulously. However that doesn’t mean they stop trying to increase their conversion rate.