Note: This blog is part of a three-blog series on creating custom marketing campaigns. In part 1 below, we focus on real custom marketing examples we created for our clients. In part 2, we give you some templates to help you build your own campaigns, customized to your business and your needs. In part 3, we created a custom marketing checklist to help you cover all the bases. Let’s dive in.
If you’re like most companies, you probably focus heavily on fixing sales. Getting the best leads. Cold calling. Whatever will work.
But it’s complicated.
Sales is tied to marketing is tied to branding…
Stop the madness!
If you’re spinning your wheels, writing blogs without a clear-cut strategy, offering any discount you can think of, sending random emails….
If you don’t have a team member with true marketing expertise…
If you’re tired of using cookie-cutter marketing campaigns that never work…
It’s time to try customized marketing – and we’re offering you free customized marketing examples to help you get started.
We hear from prospects (and work with our own clients) every day who are throwing whatever marketing and sales tactics they can think of at the wall, and hoping SOMETHING sticks.
So we know that cookie-cutter marketing does NOT work. Your business is unique. Your customers are unique. What works for your competition may not necessarily work for you.
You need customized marketing examples and campaigns that will match your goals and your customers’ needs.
If you don’t have an email list, you can’t take a standard email series to get sales and expect results.
If you don’t have a lead-generating campaign going, you shouldn’t be focusing on a way to close sales.
It’s the cart-before-the-horse conundrum.
You need to focus on building foundations first so you can dive into details like segmenting your email list. You can also plan to reduce your ad budget IF you invest in the long-term organic gains that writing blog content offers - as long as you’re ready to wait. Organic takes time.
So let’s dive in: Here are custom marketing examples we’ve built for our own clients, with data-backed proof.
One of our clients is a speaker, author and consultant.
He had a robust email list but didn’t know how to monetize it.
He and his team also wanted to grow the list, but didn’t have the marketing expertise to know how to effectively accomplish that goal.
We generated a Join By Text campaign for him, and over six months he amassed nearly 6,000 new email list subscribers – just by asking people in the audience at his speaking events to “join his list by text message.”
We also created two automated funnel campaigns, generating almost $7,000 in the first month.
The first campaign was a “Free Book Funnel,” offering his audience a free book, paying shipping and handling fees only. We also included several upsells on the back end of the Free Book Funnel, which included several book bundles and access to an ongoing Mastermind membership site.
The second automated funnel was for a webinar (or digital product). On the backend of the webinar, he upsold the audience into two options:
This is the email we sent his team after the first month to “close the loop” between marketing to sales.
One of our clients, an insurance brokerage agency, started working with us, and they didn’t have a blog.
We created a blog strategy to generate content based on their audience’s pain points and challenges.
After two years of blogging (and generating a huge uptick in organic traffic), we compared the number of leads the blogs had generated versus their free offers/lead magnets.
The number of leads their free offers have generated.
Their lead magnets generated 451 leads. While the blog generated 743.
Caption: The number of leads all of the blogs have generated.
For this client and their target customer, the blog strategy helped generate awareness, educate, and solve problems. The client generated huge interest, and we funneled these leads into segmented video email courses to drive them to become customers.
We built the blogging strategy based on their audience’s pain points and started blogging once a week.
Once we created content, we were able to repurpose that content to build more free offers for this client.
It’s important to build CTAs (lead magnets or content upgrades) on each blog page that match what the blogs talk about. You’ll get much better conversions (people who trade their email contact information in exchange for the free content) when the blog pages have a targeted lead magnet to match it.
At present, after having blogged for two months, the client’s overall organic traffic has increased dramatically, compared to the previous year (where they received only a handful of views weekly).
2,372 pageviews, 1,922 unique pageviews, and 1:25 min. average time on page (see image below) in just two months.
Keep in mind, this client’s targeted audience is comprised of businesses in six narrow industries who need emergency freight shipping services.
Over the same time period the previous year, the client didn’t have tracking installed on their website, so we are unable to see how many views were generated.
Another client we work with sells residential commercial floor cleaning services.
The customized marketing plan we created for them included a content strategy that consisted of regular blogging (once per week), creating targeted offers for each blog, adding a blog CTA to every blog, and placing a call-tracking number on their blogs and website pages.
As of result of these actions, in the last 180 days, we generated close to 900 phone calls that turned into over 15K revenue.
This same client had a robust email list. So this custom marketing example included a quick-win campaign. Using a lead magnet, we targeted their biggest audience (residential customers) and created an offer for them.
In the meantime, we crafted a separate strategy to grow their email list of commercial leads (a longer-term strategy that requires certain steps to build the list, before we can monetize it.)
If you’d like to see more customized marketing campaign examples, our website features data-backed success stories and video testimonials from real clients that work with us!
If you’re tired of a cookie-cutter approach, throwing every marketing strategy you come across into the mix and hoping that something, anything works, we give you permission to throw in this broken towel!
It’s time to put custom marketing to work for your business.