This is the 2nd blog in a series that focuses on 5 Costly Mistakes That Are Preventing Your Store From Scaling. You can catch the rest of the series here:
A theme-centered marketing strategy is a way of positioning the product you’re selling to a certain audience with precise messaging across all of your marketing channels.
Are your marketing efforts operating on their own islands?
Social media does its thing.
Paid ads does its thing.
Email does its thing.
Content does its thing.
Web design does its thing.
And they don’t talk together – or at least, very well.
As a result, your messaging and your creatives aren’t telling the same story. This confuses your audience – especially those that are more than likely following you on multiple platforms.
It's hurting your brand, and you're leaving sales on the table.
Because one thing is certain – confused people don't buy.
So, let’s take a closer look at theme-centered campaigns: What they are, how they’ve helped our clients and the actions you and your team can start taking today to put this vital ecommerce marketing strategy to work and see results.
A theme-centered campaign is simply a way of positioning the product you're selling to a certain audience with precise messaging across all of your marketing channels.
By doing this, it ensures that all your social, email, website, and paid advertising efforts are aligned and saying the same thing – which creates momentum.
For example, if you sold activewear and you had a new line of men’s hoodies coming out, rather than promoting it across your different marketing channels as just a “new hoodie line,” you would sit down with your team and think of who specifically you want to market the hoodie to, what problems it solves, and what benefits it offers.
As a result, instead of simply blasting the “new hoodie line” to everybody to buy, you might run a campaign theme across all your marketing channels called: “The Sweat Wicker” where you focus on the fact that your new hoodie wicks away sweat better than any other hoodie out there.
All the creatives and content would then reflect that theme.
Over time, you’ll continue to stack more themes on top of each other, learn what people respond to the best, and ultimately scale.
Let’s talk about a real scenario with one of our clients.
Their team was definitely operating on their own islands.
One person managed social media, another handled emails, one team ran Facebook ads, and another made website changes.
During their busiest month of the year – Christmas – everyone ran full-steam ahead, but separately.
The ad guys had different creatives and messaging than the social media and email teams did.
They were even using different coupon codes.
It was kind of like everybody was in the same boat, but one person was rowing forward, one was rowing backward, and the other two were playing cards below deck.
Not surprisingly, they weren’t making much progress.
They came to Flight Media for help and we were happy to oblige.
After they hired us, we unified their marketing efforts into “campaign themes” and their sales grew by more than 1,000% during the first 12 months.
That’s just one of the examples of clients who we’ve helped to get greater results with this ecommerce marketing strategy.
Theme-centered campaigns get the job done.
It’s time for you to give it a try.
As an exercise, I want you to do three things.
Once you’ve completed these steps, pick a theme and run with it. With a defined focus, you’ll see your marketing efforts get better traction and you know what that means: RESULTS.
When each member of your team is working on their own island, your business won’t scale and you’ll remain in that cloudy realm of stagnation. (Kind of like Shrek’s swamp.)
Rally the troops around a theme-centered campaign and see how much farther the cohesive messaging takes you.
It’s an ecommerce marketing strategy that you may not have heard a lot about, but that can be a game-changer when you execute it well.
If this sounds a little too overwhelming for you and where you’re at, get in touch and let’s talk about it. We’d love to help you get your online store to where you want it to be.