With the holiday season quickly approaching marketers the world over are planning their biggest campaigns of the year, but how will you stand out from the pack? Studies have proven that earned media is the most effective way to increase brand lift. At Klout, we’ve worked with hundreds of brands to engage with influencers and generate authentic earned media that has an impact far beyond the standard owned or paid media campaign.
A recent Experian study showed that 39% of marketers will use free shipping, 28% will use deal of the day offers and 21% will use eCoupons to try and ignite a holiday shopping craze for their business. If you want your message to blend in with the rest of the market, we would suggest sticking with tactics like these. However, if you want your message to rise above the rest, then we would suggest adding earned media to your strategy.
The benefits of earned media are clear. Social endorsements provide a personalized message from a trusted source. This dynamic matters when you consider that 88% of consumers research before they buy and 49% seek an opinion from family and friends about products. Whether you’re aiming for high quantities of content or high quality content, engaging with your top influencers can help create the word-of-mouth to push your product and message above the holiday noise. This is especially important for high consideration purchases, such as auto and consumer electronics. At Klout, we’ve worked extensively with both verticals to deliver high performing campaigns. Let’s look at an example from each:
As a heavily-considered purchase, autos are primarily bought after consulting with friends and peers. Chevy was aware of this dynamic and chose to promote the Volt through Klout. By providing 900 Klout influencers three-day car loans, Chevy was able to generate over 52,000 pieces of authentic content about the car across Facebook, Twitter, YouTube, Instagram, and other major networks . More importantly, Chevy associated 7 sales directly to the Klout campaign. With content like the video created by @Phampants, you can understand why:
Consumer Electronics are one of the most popular holiday purchases. Nearly 27% of consumers plan to purchase a high-definition TV this year, 19% expect to buy an iPad or Android touchscreen tablet and 31% will be in the market for a new smartphone or upgrade. However, before making a purchase 30-40% of these consumers will read reviews or comments from others who have already purchased the product they are considering. Motorola knew the importance of word-of-mouth marketing when launching their new bluetooth headphones, which is why they worked with Klout to engage influencers and generate earned media. The campaign activated 250 influencers and generated almost 5,000 pieces of earned media. Motorola was also able to track the impact of this content and showed that people who visited the product page after exposure to influencer content spent >2.5x more time on the site.
It’s not too late and we’re here to help. Learn more about how you can add Klout Perks to your holiday marketing strategy to generate authentic earned media and amplify your brand message.
Visit Klout Perks to learn more and contact us.
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