With digital and social channels taking over marketing, the days of running successful, stand-alone promotions and coupons are rapidly disappearing. When consumers look at the promotions your brand runs, they’re also looking at everything else that your brand is doing across a multitude of traditional and digital channels. There is no void that promotions can exist in anymore – it’s all one big interconnected experience for consumers.
So what’s the key metric for promotions in this new environment? In a word, Traffic.
This can come from a variety of sources, but the most cost-efficient traffic comes from a brand’s own website(s), social pages and email lists. After all, it’s a lot cheaper to get a promotion in front of a consumer who’s already visiting your website, signed up for an email list or engaged with your social channels (or who even just has a friend who’s engaged with your social channels) than constantly purchasing digital or (especially) traditional media advertising.
It takes commitment to build up traffic from these sources, however, and it takes more than just offering coupons from time to time. Consumers now expect to have a variety of high quality content create for them by brands, content that is truly interesting and well-produced.
We always find the broad term “high-quality content” frustrating though. What does that really mean when applied to what consumers are looking for from your brand? Promotions themselves always rank high on the list, but that’s just the tip of the content iceberg. To make it easy, here are a few key areas for you and your agency to focus on (and you can find out more in this fantastic article on Social Media Strategies Summit).
- Exclusive experiences for consumers on a particular channel
- Getting new information on your products and brand activities first
- Opportunities for customers to offer direct feedback on your products and services
Beyond all of this, our personal favorite option for high-quality content is also the easiest: reposting content from others that is relevant to your key customers and is timely. For example, if you are selling primarily to mothers of young, school-age children, occasional helpful articles on back-to-school items or tasks during the months of July and August would be a great choice. Just be sure that there is a credible tie-in between the articles that you repost and your brand, and ALWAYS be sure to properly credit the source of your content if you’re not providing a direct link to it.
Want to learn more about capturing psychographic and demographic information on your customers that can be used to create fantastic content? Request a demo of the CoupSmart platform with one of our team members.