The communications landscape is constantly evolving. What works today might not work tomorrow. You need to have the courage to question your way of doing things, to be brave and experiment with new distribution tactics. What would you like to happen during 2019?
Building an audience, generating leads, and making more sales are three essential components of any successful content marketing program.
How you get there, however, looks different for everyone. What works for one company might not work for another. So, when you go through this list, remember what unique resources you have at your disposal in your organisation.
In this second part of the series, we delve into smart distribution tactics you can use to engage an audience and get more leads.
(You can catch the first part here.)
Engage an audience
Building an audience takes time, and one needs to remember that although followers is a nice vanity metric, it isn’t necessarily the most relevant one anymore. To build an audience, you need to apply both organic and paid strategies, preferably tightly connected to each other.
“Relevancy, community management, a clear content strategy as well as a continued marriage between paid and organic is the short, simple answer,” says David Larsson, Distribution Director at Trickle.
National Geographic Nordic struggled to engage its Nordic audiences on social media, primarily because the Nordic markets hadn’t produced much content for its local audience.
So, when NatGeo’s very popular show – Car SOS – was premiering in the Nordics, the team wanted to engage local markets by producing four, original videos. Through local content and smart tactics, the campaigns engaged the audience, and received a whooping 89% higher engagement than the benchmark.
Watch the video below or learn more about the case here.
Get more leads and sales
“To generate more leads and sales, there are of course very nitty gritty technical aspects we could go into; for instance lead generation ads on Facebook and LinkedIn or conversion pixels connected to purchasing events on site,” says David Larsson.
To simplify things a bit: build on the data you already have and will continue to collect. The journey from your brand’s first exposure/impression to that user becoming a customer – and later on an ambassador – is long and tricky.
“You need to have a carefully thought-out and documented set of tactics on how you guide the target group all the way through the funnel,” says David.
Listening to your audience is key.
“Use your data. Build retargeting tactics, mirror audiences and learn about your target groups through the social platforms insights tabs,” says David Larsson.
One example that draws on the “trickle, don’t spray” tactic, is the recruitment and consulting agency Dfind. The company needed help to position itself as an advisory extraordinaire, attracting changemakers to the organisation.
The campaign generated 3200 new leads, mainly due to smart segmentation and a successful LinkedIn partnership. The case was even highlighted by LinkedIn as a success story on tactics.
Experiment, experiment, experiment
Approach distribution as if you were a scientist. Make one change at a time and document what works and what doesn’t. In other words, test your assumptions and draw conclusions from your experiments.
“We like to work from a perspective where a certain percentage of the budget should generate the results, and the remainder can be used to try out new things and experiment to help improve the result-generating machinery,” says David Larsson.
“The approach is similar to the Coca-Cola content marketing rule, 70/20/10, but rather than being applied in terms of content production, we apply it in our way of thinking about budget allocation,” David explains.
Does your budget allow for experimentation and learning? It should.
Allocate at least 10% of your budget to try new tactics and test your assumptions. Be prepared that some (if not most) of these experiments might fail. The lessons you’ll learn about your audience, however, are invaluable in finding your next breakthrough.
This is the second part of the Trickle Content Distribution series. If you missed the first part, you can check it out here: How to work with content distribution.