With many different marketing strategies available for your business it may not be easy to decide what might work best. Sitting down and creating a marketing plan and deciding which way you would like to point your powerful marketing content is important to your marketing success.
No strategy is better or worse, but choosing which is best for YOU and your unique audience and business is important.
Just a few of the different campaigns to consider with digital marketing are:
Awareness Campaigns
Informational
User-generated content
Affiliate marketing campaign
Public Relations
Content Creation
Questions you should ask yourself when committing to a marketing plan:
What does the company do?
What does the competition look like (look, feel, palette)
Do you want to be similar to the competition, or different?
Advantages & disadvantages to each.
Who are your customers?
What do you want them to feel?
What do they expect from a company like this?
What do you want the logo to express?
Are there Brand Objectives that this plays into?
Are there any verboten colours, shapes, fonts, numbers?
Cultural issues?
Are there preferred colours, etc?
Abstract or concrete?
Descriptive or allusive?
One Marketing Strategy gone right example is a car dealership in Ballston Spa NY with its "Content Creation" marketing strategy. The car dealership is playing off the show 'The Office' But instead of paper sales they are making car sales. Using humour and storytelling while keeping their brand in focus and the services and products they provide front and center the strategy is not only sticky but relevant.
Grace Kerber and Ben Bushen use their expertise in video content creation and witty jokes to express the unique challenges and events at the car dealership. Not only has their strategy brought awareness to their regional dealership but with the consistency of the characters viewers become invested as if the content were a real show. This type of content is ultimately much more valuable than a one-off 'viral video', it has the opportunity to create loyalty and return customers. In this particular case, Kerber and Bushen have created the marketer's dream with their strategy, a positively popular set of content that is unique to them which they can use, not only for sales but to create more interest long term.
One 'viral video' is often a strategy of luck as predicting a viral video's popularity is often like playing the stock market. With enough study, one can guess at the trends but a marketer never assumes their well thought out content will take off at the ring of the bell. Kerber and Bushen used their experience with video editing and digital marketing to test out a mockumentary-style video which ended up taking off and getting great results. With potential customers coming into the car dealership location to visit the site where the marketing videos were shot showed the team that they were working with digital marketing gold. Testing and refining a strategy are important to decide the direction a marketing plan should go in and if the content is not sticky right away other options and creative ideas should be employed to pivot. For Mohawk Chevrolet, their first video had great results so Kerber and Bushen read the room and continued making more videos with the same formula but switching up the plot and products.
Once Mohawk Chevrolet saw the results in their analytics they decided to continue their weekly episodes, of which they have published nine, at this time and have a cumulative viewership of 5.7 Million on TikTok alone.
With the cries of their audience to get Netflix or another streaming platform to create a full-length show Mohawk Chevrolet has recognized its success and depending on the marketing strategy there is potential to create more revenue streams. How does one create more revenue streams from a popular piece of online content aside from more sales of cars? Thankfully with this unanticipated positive result, there are many opportunities to create subsections of this content and convert it into sales of merchandise-related products, subscription-based content such as blogs, podcasts, "behind the scenes" and patrion are a few of the many examples of platforms that give more content beyond what the viewer sees on social media.
Affiliate marketing strategies can also stem from popular content as other brands want to get in on the popularity and depending on the brand could create even more revenue or buzz around the original marketing plan. Testing and monitoring your marketing strategy as the campaign progresses is so important in order to pivot and if a challenge comes up or to take advantage of any opportunities that may arise.
In the end, no matter which direction Mohawk Chevrolet decides to take with their marketing strategy they have accomplished their primary goal of creating interest, loyalty, and most importantly converted customers and sales. Now the sky is the limit to see where they will take their content and a larger audience and Culture Junkie, will be watching!
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