Emmy is the marketing manager of a mobile payments solutions provider in Nigeria. His firm has been struggling to get its target market to use its app that allows bill payments and funds transfer on smart phones.
Emmy realised that the primary roadblock to achieving his goal is that his target market lacks adequate information on the payment solution product, how they could use it in their daily lives and the numerous benefits it gives to its users. So, he decides to go on an aggressive education campaign for the product.
Even though the company targeted a broad market to use its product, Emmy started off his campaign targeting a sub group – busy working professionals, who dreaded waiting in queues at the bank to pay their bills or transfer funds.
His campaigns were both online and offline, but for the sake of this article, we’ll focus on the actions his team took to educate and engage their market online.
The online campaign was designed to achieve 3 primary goals
- To educate the market of the benefits and uses of the product.
- To get the target market to trust the product enough to use it.
- To increase the product usage by its target market.
A concept was designed to achieve the above – a series of short stories that focused on the daily lives of busy professionals. The series, which came to be known as The Chronicles of a Professional, cleverly integrated how professionals could use the payments product as well as show different benefits of the product.
Emmy and his team decided to focus on 3 online platforms to promote The Chronicles of a Professional online.
Video
With a good understanding of the target market – busy professionals with smart phones, using video as a marketing tool was a smart decision by Emmy’s team.
Here’s why
- Online videos accounts for over 50% of mobile traffic. This makes it easier for the company’s content to get discovered by its target market.
- The amount of video content that appears on the world’s biggest social media network – Facebook, has increased 3.6x year over year. This allows for easier social media discovery and awareness.
- 65% of people are visual learners. Making it easy for the firm to educate its market of the product uses and benefits
- 64% of consumers are more likely to purchase a product after watching a video about it.
Blogs
Blogs are rated as the 5th most trusted source of information online and accounts for 23% of time spent for online consumers.
Setting up an editorial team that produced and promoted a weekly blog on The Chronicles of a Professional helped the team to
- Increase traffic to its website
- Drive its social media campaigns
- Build an audience and following of professionals
Newsletter
Emmy wanted results for all its marketing efforts, and what better way to get return on his investment than by email marketing? Email marketing provides the highest ROI with over 4300%.
A weekly email newsletter was sent out to working professionals. The content of the email included blogs, videos and messages with links to download and use the product app.
With a combination and effective use of one or more of the above tools, any marketer can get real results for their business.
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This article was first published on 19th January 2016
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