Coupon Marketing – Bridging the Gap between Content and Leads/Sales for your Online Marketing
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Coupon Marketing – Bridging the Gap between Content and Leads/Sales for your Online Marketing

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WHY IS COUPON MARKETING VERY PROMISING? ...

WHY IS COUPON MARKETING VERY PROMISING?
Let’s analyze what coupon marketing can do based on facts reflected by industry surveys:
A growing number of businesses are realizing the marketing potential of distributing coupons to easily attract sales leads and access new markets. In fact, user adoption of coupons in 2012 considerably increased compared to the previous year. Registered users increased by 74% while ‘offers acquired’ and ‘offers redeemed’ also posted significant increases of 77% and 97%, respectively.

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Coupon Marketing – Bridging the Gap between Content and Leads/Sales for your Online Marketing Coupon Marketing – Bridging the Gap between Content and Leads/Sales for your Online Marketing Document Transcript

  • Coupon Marketing – Bridging the Gap between Content andLeads/Sales for your Online Marketingby Paul StinemetzIn my consulting sessions with our online marketing agency partners and consultants, as well as our eliteaffiliate partners, they tell me that they are usually met with questions from their clients about howonline marketing, inbound marketing, or content marketing can help them with the acquisition of newcustomers, repeat business, as well as growing brand loyalty, driving referrals, revenue and profits.Well, high-quality, original, keyword-optimized content created for the search engines can attainrankings and thus drive traffic… but will it convert that traffic into $$$? The problem is most contentlacks engagement with the user. High quality, original, keyword-optimized and engaging content,created for the target audience, driving attention to their products and services will ensure the traffichas the highest potential to turn into $$$. Throughout marketing history there has been a certain type ofcontent writing that can always grab a reader’s attention and spike their interest to the point of pullingout their wallet with enthusiasm.THE GAP BETWEEN CONTENT MARKETING AND ACTUAL LEADS & SALESGENERATIONWe need not just the kind of content that drives traffic, but content that directly addresses leadgeneration and sales. Content must provide value to the target audience/market but it must also bemarketing and sales driven.For example lawyers, accountants, restaurant owners, fashion boutique owners, etc. are not really in thebusiness of publishing content, they are in the business of getting clients, loyal customers and providinga service to them.How do you bridge the gap between content and sales?Well, I snagged a marketing classic and integrated it in our SEO strategy to go with our new SEOservice packages. Coupon marketing is not a new concept. It has existed since businesses came up withthis marketing tool—a sales promotion, to attract new customers and retain existing ones.Inquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net
  • The first ticket or coupon was believed to be given away by Coca-Cola. This coupon above was said tobe first distributed in 1888 to promote the drink.“Coca-Cola’s generosity was generously rewarded: In its first year, the company sold, on average, nineglasses a day. By 1913, Coca-Cola had redeemed 8.5 million “free drink” coupons. Today it’s one ofthe world’s most recognized brands, with a market cap over $1 billion. And the coupon itself has madea smooth transition to the 21st century…” Source: Wired.comCoupon marketing is one element that can bridge the gap between “just written content” and content thatconverts to sales. Right now, our marketing services, SEO and Local Buzz, heavily integrate promotionsincluding coupon marketing.Inquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net
  • Let’s visualize what coupon marketing can do:Inquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net View slide
  • WITHOUT Coupon MarketingInquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net View slide
  • WITH Coupon MarketingInquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net
  • OPTIMIZED Coupon MarketingStraight forward enough?Your potential customers all have the motivation to click and visit your website, read the content to learnmore about your products and services, and to contact you or make a purchase to take advantage of thesales promotion through the coupon.Coupons, vouchers, discounts, free consulting, buy one take one, rebates, cash refund, rewards, contests,hot deals—whatever you call it, it is a sales promotion—and it will do just that—drive sales, when donecorrectly.INTEGRATING CONTENT WITH COUPON MARKETINGMarketingSherpa reported that according to their survey covering 1,530 online marketers—that ContentCreation is one of the most difficult to implement.Inquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net
  • MarketingSherpa Benchmark Report 2012 – SEO EditionFirst, schedule and conceptualize topics around your products and services, the benefits to customers,what makes these different, then come back around to focus on their coupons or sales promotions.Promotions help us produce content that is valuable, useful, attractive and shareable.In regards to link building, coupons are shareable among blog and social networks, giving yourpromotion target pages high potential for voluntary backlinks—addressing the most difficult task ofExternal Link Building—as said in the survey.WHY IS COUPON MARKETING VERY PROMISING?Let’s analyze what coupon marketing can do based on facts reflected by industry surveys:A growing number of businesses are realizing the marketing potential of distributing coupons to easilyattract sales leads and access new markets. In fact, user adoption of coupons in 2012 considerablyincreased compared to the previous year. Registered users increased by 74% while ‘offers acquired’ and‘offers redeemed’ also posted significant increases of 77% and 97%, respectively.Inquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net
  • This data is sourced from ComScore’s global panel of 2 million Internet users via behavioral trackingand custom surveys – ComScore State of the U.S. Online Retail Economy in Q3 2012Your clients should know that in the evaluation of digital shopping tools, digital coupons and ‘deal ofthe day’ sites were among those listed as most preferred with 49% agreeing that digital coupons “saveme money”. Compared to 2010, consumers are increasingly comfortable receiving coupons online;nearly 1 in 3 respondents or 32% stated their preference for online coupons over another promotionaloffer format.Further, among the key findings in a Forrester study in the UK on the direct and indirect value thatonline voucher or coupon codes deliver to advertisers were:• Improvement of conversion rates• Improvement brand loyalty and reputation• Driving customer referrals• Better chances of customers buying again on their next visit at full price• Driving incremental business in terms of both driving higher overall customer spendingand attracting new buyersCoupon marketing reinforces a brand image and reputation with:• Driving new trial and brand switch• 76% will try a new brand if they receive an online coupon code• 68% are likely to switch brands if they receive an online coupon codeInquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net
  • Reduction of shopping cart abandonment:• 63% are likely to consider purchasing a product in their shopping basket, they did not buy, ifthey received an online coupon codeCoupon marketing often finalizes a deal:• 65% said online Coupon codes help finalize decisions for undecided buyersOffering online coupon codes reinforces a brand’s image and reputation:• 66% said online coupon codes improve a company’s image• 76% said they have a positive feeling toward a company that offers online coupon codesOnline coupon codes bolster brand loyalty:• 71% said they are likely to be loyal to a brand that offers online coupon codesOffering online coupon codes drives customer referral:• 83% are likely to tell a friend about a company that uses online coupon codesOffering online coupon codes encourages future full-price purchases (coupon code users morethan 6 per year):• 48% likelyActive coupon code users spend more online:Source: Forrester Consulting on behalf of VoucherCodes.co.uk – Feb 2012Inquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net
  • Those who expect to use more coupon codes in the next 12 months will spend more online:Source: Forrester Consulting on behalf of VoucherCodes.co.uk – Feb 2012Coupon marketing is not new. It is a proven profitable marketing tool that not only drives leads andsales but also builds brands.Remember Coca-Cola? It started out as a local business in 1886 and they gave away coupons for freedrinks. Today, they are one of the world’s largest brands. Imagine the possibilities!Source: Coca-Cola.comInquiries: Richard Sink, Founder of Critical ConnectionsP: (949) 226-9844 E: rsink@critical-connections.net