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Suddenly out of nowhere “content marketing” has emerged as the absolute hot new thing that will make your brand or dealership a household name.
All the marketing gurus are spruiking this phenomenon in their blogs, webinars, social media pages and wherever they can find an audience.
Their subject lines include classic long copy headlines like:
“How to build an audience that builds your business.”
“Relevant branded content is the key to reaching valuable audiences on line.”
“Become a content marketing expert for less than a dollar a day.”
Well, if content marketing is flavour of the month, then I suggest the e-Blast is the year round favourite – especially if you’re a bottom line focused dealer.
The ROI is sensational. All you need to unleash one is an update-to-date data base, an out-of-the-box offer, a graphic designer who gets ‘automotive’ and a savvy writer who knows what it takes to trigger a response with the target audience.
Why am I so enthusiastic about e-Blasts? Because of the campaign analytics – they’ll give you instant feedback as to how effective your message was including successful sends, opens, links clicked, unsubscribes, forwards, bounce rates and more.
So while some writers are furiously creating ‘inspirational’ articles and self serving blog posts, I prefer the impact and immediacy of an e-Blast.
What are your thoughts?