In my consulting sessions with our online marketing agency partners and consultants, as well as our elite affiliate partners, they tell me that they are usually met with questions from their clients about how online marketing, inbound marketing, or content marketing can help them with the acquisition of new customers, 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 attain rankings and thus drive traffic… but will it convert that traffic into $$$? The problem is most content lacks engagement with the user. High quality, original, keyword-optimized and engaging content, created for the target audience, driving attention to their products and services will ensure the traffic has the highest potential to turn into $$$. Throughout marketing history there has been a certain type of content writing that can always grab a reader’s attention and spike their interest to the point of pulling out their wallet with enthusiasm.
THE GAP BETWEEN CONTENT MARKETING AND ACTUAL LEADS & SALES GENERATION
We need not just the kind of content that drives traffic, but content that directly addresses lead generation and sales. Content must provide value to the target audience/market but it must also be marketing and sales driven.
For example lawyers, accountants, restaurant owners, fashion boutique owners, etc. are not really in the business of publishing content, they are in the business of getting clients, loyal customers and providing a 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 SEO service packages. Coupon marketing is not a new concept. It has existed since businesses came up with this marketing tool—a sales promotion, to attract new customers and retain existing ones.
“Coca-Cola’s generosity was generously rewarded: In its first year, the company sold, on average, nine glasses a day. By 1913, Coca-Cola had redeemed 8.5 million “free drink” coupons. Today it’s one of the world’s most recognized brands, with a market cap over $1 billion. And the coupon itself has made a smooth transition to the 21st century…”
Coupon marketing is one element that can bridge the gap between “just written content” and content that converts to sales. Right now, our marketing services, SEO and Local Buzz, heavily integrate promotions including coupon marketing.
Let’s visualize what coupon marketing can do:
Straight forward enough?
Your clients’ potential customers all have the motivation to click and visit their website, read the content to learn more about their products and services, and to contact them or make a purchase to take advantage of the sales 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 done correctly.
INTEGRATING CONTENT WITH COUPON MARKETING
MarketingSherpa reported that according to their survey covering 1,530 online marketers—that Content Creation is one of the most difficult to implement.
First, schedule and conceptualize topics around your clients’ 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 for your clients that are practically valuable, useful, attractive and shareable.
In regards to link building, coupons are shareable among blog and social networks, giving your promotion target pages high potential for voluntary backlinks—addressing the most difficult task of External 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 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.
Your clients should know that in the evaluation of digital shopping tools, digital coupons and ‘deal of the day’ sites were among those listed as most preferred with 49% agreeing that digital coupons “save me 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 promotional offer format.
Further, among the key findings in a Forrester study in the UK on the direct and indirect value that online 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 spending and attracting new buyers
Coupon 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 code
Reduction of shopping cart abandonment:
- 63% are likely to consider purchasing a product in their shopping basket, they did not buy, if they received an online coupon code
Coupon marketing often finalizes a deal:
- 65% said online Coupon codes help finalize decisions for undecided buyers
Offering 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 codes
Online coupon codes bolster brand loyalty:
- 71% said they are likely to be loyal to a brand that offers online coupon codes
Offering online coupon codes drives customer referral:
83% are likely to tell a friend about a company that uses online coupon codes
Offering online coupon codes encourages future full-price purchases (coupon code users more than 6 per year):
- 48% likely
Active coupon code users spend more online:
Those who expect to use more coupon codes in the next 12 months will spend more online:
Furthermore, the expansion of sites and services like Groupon, Living Social, Google Offers, Amazon Local Deals, and many more attest to the success of coupon marketing bringing in sales and revenues to national and local businesses, bringing value to customers and driving the economy forward!
WHAT DO WE DO NOW?
Well, you can start doing additional research or familiarize yourselves more about coupon marketing and start evangelizing this to your prospects or current clients.
Your clients are losing money and opportunities by not doing coupon marketing or any form of a sales promotion.
And you as our online marketing agency/consultant partner are also missing out on such a great opportunity to expand your service offerings, provide valuable consulting to your clients by not offering sales promotions for your clients.
Coupon marketing is not new. It is a proven profitable marketing tool that not only drives leads and sales but also builds brands.
To wrap it up, coupon marketing provides:
Remember Coca-Cola? It started out as a local business in 1886 and they gave away coupons for free drinks. Today, they are one of the world’s largest brands. Imagine the possibilities!
Coupon marketing is already integrated into our SEO services or White label SEO reseller packages. Contact our sales consultants for more information about coupon marketing. If you are not our partner yet but you have what it takes to be one, go ahead and sign up on our Online Marketing and Web Design Reseller Sign-up Form.