How to Drive Revenue

14 Nov

When we think about driving revenue we usually think about the straight sell. We imagine language like, “BUY TODAY” or “SHOP NOW!” If you are a B2B business maybe you think of sales representatives on the phone talking to prospects. While these are some activities we all associate with driving revenue, they are not the only, or most successful, ways to go about growing your bottom line.

What if I told you the soft sell is actually more effective in the long run? By sewing the seeds of deep understanding and brand loyalty, your revenue will follow an upward trend. You can do this with interactive content, mainly sticky content that you can make in the Zembula platform.

For starters, let’s define sticky content. Sticky content is bite-sized pieces of content that educate or entertain viewers rather than sell at them. Sticky content can be used across multiple channels within a campaign and is usually similarly themed within the same campaign.

By educating and entertaining your customers or prospects, you can get them to be better buyers and be more loyal to you. Here is how you do that.

Let’s say the basics of your campaign are as follows:
  1. You want to drive revenue by educating your subscribers about your business.
  2. The experience will be sent to your subscribers via email where they will be linked to an interstitial page, and finally, once they’ve interacted, to your home or product page.
  • Think about your objective: in this case driving revenue.
    • To drive more revenue you will need to create some really good sticky content. While sticky content can be pretty much anything (including cute animals!) I would suggest using one of your brands stand out facts. Frame it as a trivia question to drive curiosity and make it more like a game.
    • You will also need to use tension and contrast in your images. Make sure to also contrast your cover image with the email template you choose to use.
  • Now that we have decided on the framework in which our campaign will exist, we need to get down to business and create our experience.
    • There are three parts of your experience; the cover, the reveal, and the CTA.
      • For the cover image we want something eye-catching, maybe even a little cutesy if your brand allows. For the copy on the cover, just ask your trivia question. Make sure it isn’t too long and that is straightforward.
      • Remember to use colors that stand out and contrast form the background of your website.
  • For the reveal image, we need something that contrasts with both the cover image and the background of your website. Make sure the reveal answers the question you asked on the cover.
      • The CTA should say something in line with your experience, for instance, if you have used a trivia campaign, send them to a place where they can learn more facts like a product page. This will give you better, more educated buyers.
        • You can also add an email capture to this type of campaign. Offer them something in exchange, like free shipping, or a subscription to your newsletter.
  • Now just build your campaign in the platform, insert it into your webpage and drop it into your email template.
So let’s wrap it up.

To have a successful campaign when it comes to driving engagement we need:

  1. Good sticky content! It is anything that is bite-sized, similarly themed across the campaign and is fun to interact with.
  2. Cover and reveal images that have contrast and create tension for the viewer.
  3. Copy that incites curiosity. Make them need to know!
  4. CTA copy that drives the click, is simple and straightforward and links to a destination that makes sense.

Not sure how this looks for your industry? Here are some ideas:

B2B/SAAS

Zembula Experiences and the feelings of loyalty they foster are a great tool for Business to Business (B2B) companies to use to drive an automated email list of recipients to a pricing page, moving them down the funnel towards purchasing. Beyond simply driving recipients to a pricing or demo page, it’s also a great tool to serve up content of all types with the goal of moving recipients closer to purchasing.

SAAS Cover

SAAS Reveal

Subscription Based E-Commerce

For online subscription-based services, the biggest hurdle is getting free users to upgrade to paying customers. Targeting these users with a set and forget Facebook campaign that directs them to a purchasing/pricing page will drive conversions with little effort. Best of all, this experience can be reused in other campaigns, from email nurtures to retargeting ads.

Phone and Internet Cover

Phone Internet Reveal

Financial

When you’re offering customers a loan, or some other type of financial decision, facts become especially important. Use a Zembula experience to deliver comforting statistics or important value propositions of your offer and foster the customer’s trust in your institution. Repurpose this experience for use in social campaigns, or include it in your welcome nurture. Because it’s sticky content, the general fact or statistic that you serve up should be compelling to recipients of all kinds.

Retail/E-Commerce

When you market directly to the consumer, whether you’re a brick and mortar retailer or an E-commerce business, it’s easy to use a Zembula experience to engage recipients with information or teasers about your new products. Whether you send a targeted email campaign or you share with everyone on Facebook, your recipient’s curiosity will be piqued. Be sure to direct them to a branded unique purchasing page for your new product.

Retail Cover

Retail Reveal

Hospitality

For the hospitality industry, new travel locations are one of the prime excitement generators that can entice a recipient into planning a vacation. Using Zembula experiences primes your customers to value the message you’re delivering, which is “Have Fun! Go on Vacation!” This strategy is also effective for driving revenue by informing recipients about new hotel features like loyalty programs or free wifi.

Hospitality Cover

Hospitality Reveal

B2B

When a B2B company launches a new feature, clients can be confused and have questions. It is important to provide clear information in a unique way to foster happy, loyal customers who in turn will become brand evangelists. Give them the new information they need with a little dose of fun interactivity through a Zembula experience. Send them to a form fill sign up that allows them to opt in to an email nurture that teaches them what they need to know.

E-Commerce

E-commerce giants have cornered the market on providing people with products they need on a recurring basis. Get a bite of that revenue by using an experience to drive customers to reorder their favorite products or upgrade to something better.

Want to know more? Check out our helpdesk article on how to drive revenue.

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