As a part of a special series to help launch Duct Tape Selling we’ve asked the marketing experts at many of the valuable resources mentioned in the new book to teach us a thing or two about selling. RebelMouse is mentioned in chapter 5 – Build a Reputation. Enjoy the below post from Andrea Harrison, Head of Platform Strategy from RebelMouse.
As a former Digital Brand Manager at Pepsi, I know first hand what it’s like to win the advertising budget lottery. When we bought media around big tent poles like new product launches, Grammy’s or the Super Bowl, budgets were huge and making an impact could be guaranteed solely by the ability to buy share of voice. In this world, the media plan was almost more important than the creative. We knew that regardless of how well liked our ads were, or how engaging our social media content – we could buy reach and engagement with our ad dollars.
The downside to having such deep pockets is that you forget how important it is to produce amazing content and watch engagement grow organically. For small businesses without the media budgets of a big company like Pepsi, original and compelling content can be the key to creating the reach that is driven by your customer’s viral shares.
This lesson can be learned first hand from Kissmetrics, the web analytics company who shared some eye opening data from their own experience using content versus paid advertising to drive site traffic and fans/followers. Over a two-year period, Kissmetrics spent $28,200 to produce 47 original infographics ($600 each), featuring data and insights gleaned from using their tools and services. The results were staggering.
Results directly from infographics:
- 2,512,596 visitors
- 41,142 backlinks from 3,741 unique domains
- 41,359 tweets
- 20,859 Facebook likes
It would have cost Kissmetrics over $800,000 to get the above traffic numbers through sponsored tweets and traffic. Instead of going this route, they chose to pay the expense for the creation of content instead of solely on the promotion of it.