These two global giants leverage Coronavirus to boost sales- A notable case study in rapid response marketing.
The ongoing spread of new coronavirus strain ( 2019nCoV) has been declared a global emergency by WHO and some companies whose products can help to prevent the spread are reaching out to consumers using rapid response marketing.
The outbreak of a new coronavirus from China is making headlines worldwide. Procter & Gamble’s Clorox, which makes cleaning products made a landing page discussing 2019-nCoV on its site. The page provides basic information about the disease and links Clorox products which can be used to disinfect the surfaces on which the virus might live, as their products demonstrate effectiveness against similar viruses. Clorox page claims ” per the EPA Emerging Pathogen Policy, these products can be used against 2019-nCoV when used as directed.”
Similarly, competitor Reckitt Benckiser owned Lysol also has a page on the site giving information about 2019-nCoV and linking its cleaning products used to disinfect the surfaces to prevent the spread of the virus.
SEO Effect:
Clorox or Lysol, none are linked to these pages from prominent locations on their site homepages or promoting on social media. This shows that clearly the page was designed keeping SEO in mind.
However, it is not possible to estimate the returns Clorox or Lysol will generate from these targeted pages but already are ranking high for searches related to ‘coronavirus’ or ‘disinfect coronavirus’.
Clorox and Lysol practices are worth considering for brands looking to use rapid-response marketing from event-driven opportunities.
Simple and Straight
Pages on 2019-nCoV are simple and straightforward with minimum efforts. This allowed the companies to publish pages quickly so they could get indexed and start appearing in the SERPS.
Take advantage of Primary Domain
Clorox and Lysol published their pages on the primary domain taking advantage of the domain Using existing sites is favorable initially instead of building microsites in rapid-response marketing.
High Authority Links
It is worth noting that both companies strategically are including high authority links such as the US Centers for Disease Control (CDC). Technically, this improves the utility of the page for visitors and makes it easier for them to have access to all important information from a trusted source where chances of misinformation are high.
Risks
Rapid Response marketing involves high risks. For example, Clorox and Lysol run a risk of providing inaccurate information or accused of taking advantage of the intense and serious situations to sell their products which might explain why they are not active on social media to address coronavirus.
Recently, the US Food and Drug Administration(FDA) took over the hand Sanitizer company Purell regarding the health claims it made on its site and social media platforms. FDA does not allow hand sanitizer brands to make claims of prevention of disease and believed Purell was doing the same. Therefore, the parent company, GOJO had to take immediate action.
All health companies when selling products runs certain risks but companies using rapid-response marketing need to identify the associated risk beforehand and work them out.
7 Ways to Generate B2B Leads. P.S. LinkedIn Dips In Priority
Image Credits- Molly Clarke
Business to Business, known as B2B business is an online business between two companies and not between a company and an individual customer. The target audience is more concentrated and defined and needs to be reached out on a strategic basis.
So, to reach the B2B audience the company needs to establish continuous efforts towards quality lead generation online.
Your B2B strategy for lead generation should be arrived at after ascertaining which combination works the best for your company/product.
How to target B2B lead generation?
Here are 7 ways under three main categories Email, Social and Blog along with a powerful Landing Page that will help you generate effective B2B leads: –
- Emails
The number of e-mail users worldwide is 3.8 billion and is projected to reach 4.3 billion by the year 2022. 45% of B2B marketers credit email marketing as the most effective digital marketing channel.
Here are a few things to keep in mind to generate B2B leads with email marketing:
- Optimize email campaign for mobile devices
- Since CTA increases click by 371% and sales by 1617% (according to Wordstream) include Call-To-Action
- A well-curated industry-specific email with a powerful subject line scores a 39% higher chance of being opened
- Authenticity and reliability are higher when the sender includes complete address and contact details in the email. Also linking the logo in the contact details to the company website helps provides an extra link.
- Provide product lists and other useful information to create an interest in the buyer.
- At least send one or two follow-up emails to increase the chances of your email being read.
- Include the unsubscribe link to help improve your mailing list.
Facebook a social media platform with 1.5 billion users has been growing in importance, becoming an effective lead generation tool for B2B companies. Aim not for a direct sale but to connect with the audience through Lead Ads, by answering their queries and building your brand. Interesting 17% of Facebook users follow brands /companies. Facebooks Customized Audience targeting (people who are similar to your existing customers) further helps to increase the quality of the leads by 40%.
With 126 million users Twitter helps you to engage with the right people by using relevant hashtags or keywords. B2B business can also utilize Twitter Lead Gen Cards, to generate leads directly within a tweet. It provides the Twitter Name, his/her User name and his/her email address the card which can become a useful lead.
(Interestingly:
– It is said, in as little as six hours a week, 66% of marketers see lead generation benefits with social media.
– New platforms like Twitch are also garnering a place in the crowded B2B lead generation space. Twitch, (acquired by Amazon in 2014) is growing in brand advertising numbers on the streaming platform. It might be the right time to try their new in-game action ad formats.
- You Tube
Videos have become a much sought after tool whether for relaxation, information, entertainment, business or just about anything. Today 1.5 billion views per day on YouTube come from ‘Generation X’. YouTube is the world’s 2nd largest search engine and ranks 4th for the most valued social media platform (after Facebook, LinkedIn, Twitter) by B2B marketers. Almost 50% of B2B technology buyers are influenced to purchase a product or service after viewing the video. Is that not enough to get on the YouTube platform?
- Blogs
Blogs with actionable tips, problem-solving, improved ideas, technological improvements, and proven tips act most effectively as B2B lead generators. A high quality, well-researched blog with SEO keywords is a sure way to increasing page views and potential leads. As per statistics, today 81% of businesses believe blogs are crucial in generating leads
- White Papers
1 out of 2 B2B marketers has now started to use white papers to generate leads. Another form of Content, a white paper is a technical paper written by experts in their subject. Industry persons have begun to trust these White Papers since they are authoritative, help answer the reader’s query, make it easier to solve a problem, or simply nudge towards a decision. The trick lies in hiding the content behind a web form, so you’re able to capture contact information before the user accesses it.
- Landing Page
A B2B landing page is essentially known as a ‘Lead Capture Page’ is a digital handshake. The importance of a strategic landing page has risen with 68% of B2B businesses using this method to acquire leads. It is much more than the About Us/The Company Page. In fact, a well-designed landing page enjoys between a 5-15% conversion rate.
So for B2B Lead Generation, your landing page must,
- Block the exit
- Have a Form to fill with very basic information – Example ‘Fill your email for a free trial’.
- Provide what the visitor is searching for
Conclusion
As a Company, it is necessary to be present on different platforms and experiment to arrive at the best mix/ ways to acquire maximum B2B leads. A lead generation strategy is a continuous effort. ‘Lead generation’ further needs ‘Lead nurturing’ to transform the lead into a sale. Without lead generation, to begin with, there will be lesser customers and even fewer sales eventually. 85% of B2B marketers consider lead generation their #1 challenge, don’t be one of them.
Top 5 ads of 2019 that swept all the awards, and hearts.
A good commercial has the power to increase your brand value, new customers and generate sales. Catchy phrases, jingles, creative taglines and more can draw mass attention and become history when done right, bring the companies higher returns.
2019 saw some of the most interesting and brilliant concepts and with digital media growing, we are likely to see even more fantastic campaigns in 2020.
With digital and online consumption growing, Hubspot research states, “Turn your Customers into your biggest advocates and promoters.”
Image Credit: Hubspot
Still, wondering or creating a plan for your 2020 campaigns to reach the goal and get the ROI?
We have gathered a few of the best ads of 2019, take a look and get which may get you inspired for your next. It can be helpful to learn from these award-winning, revenue-generating campaigns and implement a few strategies or elements in your next ad campaign.
In the world full of competition and ads literally everywhere, let us delve into the details of the finest campaigns and embark on your creativity for 2020.
1. IKEA: Real Life Series
Image Credit: The Drum
A brilliant concept of cross-referencing and recreating the living rooms of iconic TV shows to capture the cultural imagination of the United Arab Emirates (UAE). Unlike the U.S and U.K, where the brand has a strong presence and is a retail novelty, gaining mass attention and relevance in UAE is a little difficult.
The brand selected Publicis Spain to recreate the set of living rooms of the classics ‘The Simpsons’ or ‘Friends’ and ‘Stranger Things’. The print ads show real furniture from the store’s inventory, modelled and edited using 3D software to give the real effect.
The project ‘Real Life Series’ is on IKEA’s social media and catalogues and even appears in stores in the Middle East. It has launched a website that offers exact iconic decorating pieces from the shows.
The tagline ‘For Real families’ highlights the diversity in Ikea’s products among the diverse population of the UAE. As per the press release, it aims to prove it can provide relevant solutions to all cultures.
2. Tetley -Now We’re Talking
A classic example of Rebranding and Brand Positioning.
To help the brand target a wider and more diverse audience, the tea brand decided to create a mire meaningful positioning, fresh identity and a creative campaign that would win the hearts and minds of the nation.
The concept of the ad campaign was developed on the premise of the emotional territory of ‘togetherness’ with a strategy around conversations flowing. The idea is Tetley Tea can get anyone talking even, an unlikely friendship of a dog and cat. As soon as the owners leave the house, the dog puts on the kettle. He and the cat enjoy a cup of Tetley over everyday conversations that people have on the sofa.
While the Tetley Folk represented the brand, the new brand assets cat and dog represent regular people and their conversations. The brand wants to remind us of this campaign that it feels good to have a face to face conversation over a cuppa.
The mission is to rebrand Tetley Tea more modern and for everyone by implementing an emotionally engaging idea that can connect everyone and anyone. As soon as the ad went on air, the brand’s social page was filled by the people with love for the furry twosome.
Here is a small selection of comments on the Sparks 44 website.
3. Casper, Sleep Puzzle
Image Credit: Adweek
Don’t be surprised if mattress brand Casper is a part of your subway commute. Confused? No trendy campaign or strategy to sell mattresses but PUZZLES at subways stations.
The answer to the above is SN +Booze -B =Snooze and F+Vest-V =is Fest. Snooze Fest. These puzzles with many more are strategically being placed in trams and stations. This has caught the attention of many bored, idle or tired travellers.
What makes this idea brilliant is the simplicity and curiosity of people. Casper encourages the audience to crack the puzzle and when searching for the answer, hover to the website for the right answer. This lands them in the market for a new mattress.
Another highlighting point is the placement and timing of ads. Who better to market than the people waiting around and searching for the answer. It might seem like a short span to grab attention but has a long term effect than any typical ad. It’s more fun and interactive where Casper is giving them a direct path to a quality product that solves sleep puzzles and sleep problems.
4. Wistia, Brandwagon
Wistia, a video software company launched its marketing show “Brandwagon” instead of parking their funds in different types of ads.
A glimpse of the show to give you an idea about it.
This video series shows interviews with Wistia’s experts and other companies as well about marketing campaigns and strategies. This content enables us to keep viewers on the Wistia’s website, display its marketing credibility and inform marketers about different techniques.
Video series is a long format compared to blog posts and there is a growing trend of online series. Many brands like Mailchimp and Uber have started their own series, talk shows, and documentaries. This binge-worthy content enables marketers to re-purpose episodes into micro-content.
Hubspot survey says, 83% of marketers prefer video as it gives them a good ROI and more than 50% of consumers want to see video content more than any other type of content from brands.
5. Microsoft, We all Win
In Microsoft’s emotional Super Bowl campaign, the mission is to show how Microsoft Xbox Adaptive Controller to help gamers with limited mobility.
When it came to the attention of Microsoft that people with limited mobility are having trouble pressing buttons or trouble holding the remote of video game controllers, the company built a controller with touchpads rather than buttons.
The Gold-Clio winning commercial shows how Microsoft interviewed children with missing limbs on their love for video games, troubles and difficulties with controllers due to their disabilities. Parents and children featured in the campaign and explained how gaming helps them to connect with friends in ways which they might not be able to do otherwise.
The most engaging part of the commercial is the contrast before and after Xbox Adaptive Controller and made a big change. Before the new controller, the kids thought that’s the way of life but the new technology and controller allows them to play games fairly.
An emotional and heartwarming campaign with in-depth content shows how Microsoft took time to develop a product that solved problems of a unique set of customers. It makes you feel that Microsoft as a brand truly takes care of its customers and takes extra effort to make a smooth experience with their products.
It has more than 29 million views and 25k likes on YouTube. It has the highest Unruly EQ score of 7.5.
Wrapping Up for 2020 Campaigns
The above list of campaigns shows the creativity of expert marketers that win attention with deep content. Brands have found a unique way to educate their customers or competitors with out-of-the-box thinking like puzzles or fun activities generating revenues.
Get ready to launch campaigns in 2020 as the stage is set for new ideas and thoughts.
A Case Study On Why Case Study Is The Start Of Epic Marketing.
The marketing landscape is wide and marketers are increasingly finding it difficult to create a foothold in the crowd. Companies big or small posts on social media, enhancing their website, blogging and promoting their content effectively to new prospects. With so much information available, it is challenging for a company to get people to read the content.
Well, to grab the eyeballs of the readers, marketers need to exhibit the value of the product and service and not do only talking. This means don’t just hype about your company or products but share real experiences of your customers with your products in the form of CASE STUDIES.
Case studies take time and money to create but the results can be tremendous.
Why are case studies so valuable?
Every business has its marketing materials like brochures or sales copy for promotion and sales. But is it sufficient to close sales? Well, not really!
Do you know case studies are more effective than any traditional sales collateral? Why? Here it is:
According to Ascend 2 survey, 60% of marketing influencers prefer case studies as the most trusted content type by the target audience.
Image Credit: Marketing Charts
Case studies tell stories about your product and company. It is under-optimized but wholly effective. As the saying goes, “ A picture speaks a thousand words”, the same logic applies to sales and marketing. You narrate stories of your brand, weave pictures and evoke emotions and logic.
People connect to stories and case study is an apt marketing tool to boost your conversions and increase your sales. When you release content which is a case study, you emphasize a particular problem that you solved using your product or service. They are simply testimonials for your brand.
Research by Content Marketing Institute, case studies are the second-most preferred B2B content marketing tool by marketers and are amongst the top 3 effective types of content used by B2B marketers. So, a well-crafted case study should highlight ‘this is exactly what we are looking for’ from a prospective target after looking or reading it.
Case studies are flexible and don’t have a single format to follow. You can choose any type to present your facts and observations:
- Video: An interactive format for a prospect where you interview a customer who shares their story.
- Blog Posts: Publish your written case story as a blog post.
- Ebooks: An Ebook for a lengthy written case story.
- Infographics: Time consuming but visually appealing to share the information in a precise manner. You can share it easily on social media.
- PDFs: A professional and easy-to-read format with detailed information and facts. You can e-mail it to your prospects.
Why your business needs case studies?
After a clear understanding of the value of case studies, let us comprehend the benefits of case studies for your business to increase website conversions and drive sales directly.
1. Brand positioning as Market Authority
Case studies are built on the premise of facts and statistics with actual conclusions. Therefore, documenting a case study with researched numbers and facts helps you to position your brand as authoritative in your industry.
It doesn’t matter if you are in a software service or pizza delivery business. What counts is the number of pizza baked and delivered or software downloaded as these facts and figures will help you to be the market leader in your industry. Publishing insightful case studies will help you to become a thought leader and first advantage mover in your niche.
For example, in the App Annie case study, it helped FDG Entertainment with the aggregation of data and have all their apps and ad platforms in a single dashboard. As a result, advertising revenue has grown its bottom line by 50% compared to the previous year.
A case study with a renowned brand uplifts your brand value as well.
2. Target Niche
By niche, we mean a specific target/ prospect. If your case study is well crafted, it will not be vague or general.
Companies may have a wide range of services and products. The general information about it might be suitable for your webpage to show the array of products or services but an effective case study should be specific and in line with the goal of your product offering catering to your target market.
Super Top Secret created a design and develop every new character for the gaming company Riot Games. It was a success with massive visitors on the site and millions of hits in a short span. A classic example where the company has a perfect sales pitch for the target prospects from the gaming industry.
3. Be prospect focused
Most companies focus only on their products and services, mission and vision, and achievements. It’s all about them like other companies and not their prospects.
However, the motive of case studies is to provide optimal solutions to your customer’s problems with your expertise, resources, and efforts. It answers your prospect’s question “ what can you do for me” before making any buying decision.
A well-crafted case study can reach different prospect or personas. For example, your company produces a conveyor system for a manufacturing company. The project is an overall success and you can write one case study that is relevant to the different people involved in the buying decision-making process of the equipment.
- Heads Operation Manager: the case study will focus on the seamless working of the equipment, connection with the existing ones, and easy maintenance.
- CFO: the case study will focus on the financial aspects including costing, productivity, feasibility, etc
- CEO: the case study will focus on how the equipment enabled the featured customer to have a competitive edge, improved productivity and technological upgrade.
In B2B marketing, there are several people involved (especially in high capital investment) looking for role-specific information to consider the options.
4. Social Media Proof
In this digital age, customers need more proof to be convinced.
In the early years, a sales copy would suffice to convince a customer to buy a product. If an ad said that this woolen sweater will keep you warmer than the competitors’, the customer would buy it on face value.
Today, times have changed with technological advancements and social media, customers have more access to find information about the product at a lightning speed before purchasing it.
As a result, peer reviews and product reviews are very important. 92% of online consumers read product reviews before making a purchase decision with the majority of shoppers reading product reviews between one and six (see the chart)
Image Credit: Bizrate Insights
5. Case studies independent of sales material for online and offline
You may have different sales materials like brochure, website, portfolio of clients, or samples depending upon the nature and type of business.
But your prospect is still unsure between you and your competitor? What to do next?
Present your case study. It can persuade the prospect and convert into a potential customer who wants to buy your product. Feature the case study on your website and other social media platforms to gather more eyeballs.
A key point to remember, after any sales meeting or follow up call send a pdf of your case study to the prospect and for a high-value deal, present it in person.
Maximize your sales conversion
Case studies are time-consuming and can take weeks or months to develop depending on the data, process, and format. It can be an expensive affair too.
Having said that, only creating and publishing data isn’t enough but for high returns and sales conversion, make sure that the readers enter your sales funnel to get converted into your customers.
Harvard Business Review has found in a study of 34 million interactions between buyer and content that case studies have an 83% completion rate- orders of magnitude higher than any type of marketing content. Therefore, case studies are remarkably an effective marketing tool and commonly used as a testimonial in B2B sales. Case studies act as a credibility builder for the brand.
