Blog Traffic Best Practices for Campaign Success 2 Value & Considerations 3 Top Performing Offers $10 Off vs. 10% Off 4 Credit Card Submit Offers 5 CPIC Offers 6 Uploading Product Creative Suggested Tracking Methods 7 Re-Marketing to Your Consumer Database
Blog Traffic Value & Considerations Blogs can be a valuable asset for several types of campaigns, and blog traffic is an essential resource for both direct response and branding strategies. Integrate provides access to hundreds of bloggers through the marketplace. The primary purpose of this document is to present the knowledge necessary to best utilize Integrate's extensive blog network for quality campaign execution. Bloggers can leverage loyal fan bases and preexisting rapport to promote specific brands, products or services; however, as an advertiser, you have multiple considerations: Developing the appropriate pricing model and conversion path Deciding actual promotion details, including discounts, shipping costs and targeting Remarketing to acquired customers beyond initial contact While this report describes the most advantegeous suggestions to effectively monetize blog traffic, your best resource at Integrate is your Product Specialist. Each Product Specialist is an expert in digital media, through both intensive training and ongoing experiential learning. Furthermore, our accomplished team of blog specialists is available for strategy planning and development. 2 Integrate, Using Bloggers Effectively
Top Performing Offers Samples, Discounts & Free Shipping Integrate's bloggers drive thousands of conversions monthly for free sample offers. These campaigns are best implemented on a Cost per Acquisition (CPA) or Cost per Click (CPC) model, which only require payment for specific actions and clicks, respectively. Using bloggers as a marketing method is particularly effective for direct, new or exclusive offers with free shipping. Bloggers run these types of offers because they know their audience. This is a win-win-win for Buyers, Sellers and the consumer. This type of offer has a branding effect, invigorating loyalty in customers as part of a total product experience chain: framing the brand, simulating the product experience and generating a sale. $10 Off vs. 10% Off Discounts in the form of "dollars off" convert much higher than "percentage off" campaigns, as consumers that sign up for a dollar amount discount are more likely to buy immediately. Subsequently, Buyers benefit from an actual purchase. The consumer receives a $10 credit with the company for signing up Buyers benefit from increased return on ad spend and have the opportunity to remarket to the customer after the sale Note that short-form conversions are more appealing to Sellers than campaigns that require multiple submissions, which typically have lower conversion rates. 3 Integrate, Using Bloggers Effectively
Credit Card Submit Offers Under the right circumstances, bloggers can generate high volumes of quality fulfillment for free trial continuity service offers and free product offers that require consumers to submit credit card information. As a Buyer, there are two keys to success for these offers: The product or service has value and mainstream appeal The campaign payout reflects the value of the product or service The profitability and success of your High Payout High Perceived Value Service High volume fulfillment, high back-end conversion rates Low Perceived Value Service Medium volume fulfillment, low back-end conversion rates credit card submit offer relies on the economic equilibrium of price and perceived value. For instance, offering a higher-than-average payout for a "high value" service (e.g., the customer will pay when the trial is over) will result in high volume and increased back-end conversion Low Payout Medium volume fulfillment, high back-end conversion rates Low volume fulfillment, low back-end conversion rates rates. Sellers have greater incentive to fulfill the offer due to higher payout, and customers are more likely to spend money on a premium, valuable service. Refer to the matrix on the left for additional scenarios. Free product continuity offers use the same logic to determine success; if the Seller identifies a profitable opportunity and consumers understand the value of the product, expect higher fulfillment volume and greater back-end conversion. Free shipping for a credit card submit offer will help drive greater fulfillment, as consumers are more likely to convert, which is a greater incentive for Sellers to run your campaign. 4 Integrate, Using Bloggers Effectively
CPIC Offers Cost per Inbound Call (CPIC) campaigns require payment only for inbound calls meeting a designated duration. Integrate's additional tracking features, including IVR screening and call recording, make inbound calls one of the highest converting traffic sources. Although any CPIC offer can be positioned for success, promotions targeted towards bloggers' audience demographic female shoppers in the following verticals are especially successful: Beauty Clothing/Apparel Family Travel Women A superb example of this targeting done right is the Disney Vacation package, featured on the right. This is a well-branded offer with a steep discount, targeting the right audience unsurprisingly, it has generated considerable volume. These are the characteristics to consider when setting up a CPIC campaign with bloggers. 5 Integrate, Using Bloggers Effectively
Uploading Product Creative Each campaign model and marketing method require specific pieces of creative; if your campaign features a specific product as part of a continuity offer, free trial or free product the best creative is personalized content, such as a photo of the product taken with a cell phone, or a scene in which the product is in use. Research has shown that campaigns convert much higher, on average, when consumers can identify with the creative used. Blogs will feature this personalized content while running the campaign; readers respond positively to creative that depicts real-life situations. To ensure the highest probability of campaign success, upload creative that will resonate with your audience. Suggested Tracking Methods When tracking creative, Integrate recommends using HTML ad tags without inline framing (iframes). Many bloggers lack the technical capabilities necessary to publish the code iframes require. Furthermore, blogs exhibit much higher clickthrough rates with text links ads, which are only available through HTML tracking. 6 Integrate, Using Bloggers Effectively
Re-Marketing to Your Consumer Database Bloggers are capable of delivering highly valuable leads. The question that advertisers must ask is, What can I do to obtain the greatest ROI from the new customers acquired from blogs? Although blogs can generate quality leads, it is the advertiser's responsibility to nurture these fresh leads and convert them into a returning, loyal customer. Even valuable leads may take 30, 60 or 90+ days to follow through with a purchase after an email or newsletter sign-up during this period, best practices necessitate that advertisers continually position their brand in front of these consumers through email marketing, social engagements, promotional opportunities and so forth. How advertisers remarket to leads depends on a variety of factors, including company size, price point, industry, volume of leads generated and the amount of content dedicated to lead nurturing. However, most marketers leverage the most accessible contact information they have on their leads: email addresses. According to emarketer, 75% of marketers worldwide leverage email marketing platforms or applications, and a majority reported increased subscriber engagement but only when leveraged correctly. Consult with your team and Product Specialist for ideas on the best ways to create a meaningful dialogue between your brand and your potential customers. 7 Integrate, Using Bloggers Effectively
About Integrate Editoral & Production Integrate is an advertising technology and services provider that offers a Centralized Media-Management Platform (CMMP). We empower media buyers to plan, launch, analyze and optimize their marketing strategies across a regulated ecosystem, unifying performance, digital and traditional media. Our solutions increase operational efficiency, ad performance and brand security. Project Lead & Writer: Roland Nadeau Senior Writer / Editor Contributors: Jenna Jurewicz Senior Product Specialist David Crane Managing Editor Integrate.com 4900 N. Scottsdale Rd., Suite 4000 Scottsdale, AZ 85251 Contact Us 866-478-0326 editorial@integrate.com 8 Integrate, Using Bloggers Effectively