Since ABC Co. sold direct to consumers SunCity identified an education marketing campaigns one of the most likely candidates for a high ROI (return on investment) strategy. Social Media is exceptional for this type of marketing and we began with a targeted follower increase tactic to ensure that any content produced was actually getting to the market. This involved a couple different tactics sequenced for maximum effect:
- Target active social media users on Twitter and Facebook- This does not mean following anyone and everyone but instead identifying users who are engaged in content that matters to ABC Co. thus creating a following that cares. This is a huge benefit over simply spray and pray that the followers you acquire are interested and delivers a higher ROI. Once a substantial base is formed we switch to a more content driven approach in the next tactic.
- Generate a steady stream of content that was informative to the consumer and demonstrated their products superiority to others. Since we already have a follower base we can now deliver content that matters and back off of targeted increases to rely more heavily on organic follower growth generated by the content quality.
These two tactics allowed us to increase traffic and lead quality with relatively low effort and thus high ROI.