Do you want to run a marketing campaign but you're tired of running a promotion?
There are a variety of ways you can run marketing campaigns that garner engagement and reach your audience without having to give something away.
The best outlet for these campaigns is social media.
Did you know that 8 out of 10 small businesses use social media for their business to drive growth? (Tweet this stat)
When a business combines their social media presence with their marketing goals, great things can happen.
Sometimes coming up with those ideas can be hard, which is why I've put together three examples of non-promotional marketing campaigns that businesses can use to drive traffic, build leads and convert followers into sales.
#1. Offer A Valuable Resource
In the last three years, we've turned our resources, such as downloadable PDFs, infographics, eBooks and guides into one of our top sources of revenue.
Resources give your business a chance to position yourself as a leader in your industry and educate your existing and potential clients.
There are a lot of materials that can build a great resource, such as statistics, best practices, white papers, case studies, employee highlights, etc.
I recently came across a great example of a valuable resource offering from SBLI a life insurance company.
They chose to use a marketing campaign to display a Life Insurance Quick Guide.
Life insurance can be confusing so they've broken down the information into four main points that they feel people need to know.
They then used a campaign to display those points in a visual and easy to follow fashion.
#2. Get Feedback About New Products/Ideas
Business owners all have one thing in common: They want to provide products that their clients want!
The easiest way to know if a new idea or product is right for your clientele is to get their feedback on it.
Asking your followers for their feedback on a potential product makes them feel like they are part of your decision-making and shows that you care about their opinion.
Plus, it'll save you the headache of knowing whether your next big idea will sell or not.
ZipCar recently used a marketing campaign to get some feedback about a brand new Android App they've built.
They published the campaign on their website in order to leverage their existing website visitors.
#3. Promote An Upcoming Event or Offer
Every business has exciting things to look forward to!
Whether it's an upcoming event, webinar, online tutorial, company tour or offer, chances are you're offering something interesting to your potential and existing clients.
Using a campaign to promote these types of scenarios is a great way to streamline your audience to see exactly what you want them to see.
In the example below, Facebook ad expert Jon Loomer, is using a campaign to promote an upcoming webinar he's hosting.
By choosing to place this on its own campaign versus his website he can assure that people who are interested in his webinar don't get distracted by anything else on his website.
Just think of a sales funnel. You put a note on social media that you're offering a webinar, you run ads against that webinar, and continually promote it to your audience. If they want to learn more they are sent to your campaign rather than to a website where they could easily be distracted by other offerings or content.
The great thing about non-promotional campaigns is you're still able to collect emails and other information that you can use to market to your audience beyond the life of your campaign.
The next time you're wanting to spruce up your marketing efforts, don't get caught up in trying to think of a promotion to run. Use these ideas to leverage all of your marketing efforts.