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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 Marketingby Paul Stinemetz
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.
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
The first ticket or coupon was believed to be given away by Coca-Cola. This coupon above was said to be first distributed in 1888 to promote the drink.
“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…” Source: Wired.com
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.
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
Let’s visualize what coupon marketing can do:
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
WITHOUT Coupon Marketing
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
WITH Coupon Marketing
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
OPTIMIZED Coupon Marketing
Straight forward enough?
Your potential customers all have the motivation to click and visit your website, read the content to learn more about your products and services, and to contact you 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.
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
MarketingSherpa Benchmark Report 2012 – SEO Edition
First, 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 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.
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
This data is sourced from ComScore’s global panel of 2 million Internet users via behavioral tracking and custom surveys – ComScore State of the U.S. Online Retail Economy in Q3 2012
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
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
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:
Source: Forrester Consulting on behalf of VoucherCodes.co.uk – Feb 2012
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
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 2012
Coupon marketing is not new. It is a proven profitable marketing tool that not only drives leads and sales but also builds brands.
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!
Source: Coca-Cola.com
Inquiries: Richard Sink, Founder of Critical Connections P: (949) 226-9844 E: [email protected]
