Imagine the following marketing journey online:
You are a book publisher and you are releasing a book by a new author. A potential
customer searches Google for her favourite genre and sees the sponsored advert
announcing the book launch.
She clicks it to access the information, which takes
her to a microsite created especially for the launch, primed with keywords. The
page displays a link to your Twitter feed and another link that allows her to read
a sample chapter if she fills in her name and email address.
Curious about the book, she submits her details and immediately likes the material.
She writes about it in her own Twitter feed, cross-posting it on her Facebook
profile, including your URL and Twitter username. Her friends immediately follow
the link, and some enter their details. One of them says he will attend the book
launch, and another pre-orders the book on Kalahari.net. Using your web analytics
tools, you are able to track how many people respond to her posting, and where
– and how – they engage.
She isn’t sure about the book herself and sends a question to your Twitter profile.
You and the author both respond within ten minutes, sparking a conversation
between you and another of her friends. Because she is engaging with you,
you decide to offer her 20% off the ebook version that she can read on her
smartphone. A few weeks later, you email her and her friends some bonus video
content that relates to the book, and let them know about another author whose
writing they may enjoy.
Does this sound like the kind of engagement you would like to have with your
customers? When you integrate all of the strategies in this course into a holistic
marketing plan, results like these are not only possible, they’re easy.