Content Marketing: Lead Generation Strategy

    This campaign was developed as part of the e-Marketing course at Douglas College. The campaign proposed to the cameras e-commerce Kent's Camera Castle aims to generate a segmented list of prospects interested in action cameras.

e-Book Cover

e-Book Facebook Post

Target Audience

The primary element to effectively execute this campaign is to understand the audience needs and pains. Since the main goal of the campaign is to generate leads for a segmented list of potential action camera buyers, the ideal persona would have the following profile:

• Age: 25-44
• Gender: Male (mostly)
• Location: Worldwide
• Keywords: Outdoor, adventure, thrill seeker
• Hobbies: Hiking, biking, scuba, skydiving, surfing, skateboarding, etc. 
• Lifestyle: Very social, active and healthy.
• Behavior: Use Facebook, YouTube, Vine, and other channels to interact and share content. Use the internet to learn and stay up to date with the news. 

     Since it is a basic guide about action filmmaking, the target is composed of beginners filmmakers that want to improve their videos or are thinking about buying a new camera. Another characteristic of this audience is that they are in the initial stage of the buyer’s journey and that’s why they might be interested in a more informational piece. Ultimately, based on this features of the audience, it is possible to plan and craft a greatly effective lead generation campaign.

Marketing Mix & Positioning

    The understanding of the 4P’s behind this strategy is essential knowledge for implementation and success. Therefore, the marketing mix and positioning strategy for this campaign are detailed in this topic.

• Product: GoPro or future action cameras that the company might sell. However, since it is a content marketing strategy, the goal is not to encourage immediate purchase of the product, but generate a rich list of prospects for further promotions.
• Place: The ebook will be placed in a conversion centered designed landing page. Ultimately, the leads will be converted into buyers and the marketplace for the purchase will be the e-commerce web page.
• Price: The ebook is free, the only “price” that visitors pay to get it is to fill the form with their personal information.
• Promotion: The promotion of the campaign will be through social media (paid and organic), paid ads (search and display networks) and influencer marketing. The main goal is to generate traffic towards the landing page. Onsite and Offsite SEO will also be used to enhance the promotion by generating organic traffic.
• Positioning: The appeal and positioning message will be focused on persuading the visitor to download the resource by creating value for the e-book. This way, the visitor will be convinced that the knowledge that the e-book provides is more valuable than the information that he or she will have to share in order to get it. The main UVP for the offer is that it provides the practical knowledge that allows anyone to create professional videos that will impress everybody. 

Digital Marketing Tactics & Implementation

     The basic elements of this lead generation strategy will be (Kolowich, 2017):

• Visitor: The target was detailed previously. The source of traffic would be mostly paid ads (search, display ads, and social media ads) and referrals (e.g.social media, company’s blog and partners websites)
• Call to Action: The call to action is a crucial element that directly affects conversion rates. For this campaign, it is important to make sure that the CTA is visible and has a compelling copy. 
• Landing Page: The landing page must apply conversion-centered design best practices in order to optimize the lead generation. The landing page implementation will be detailed next.
• Form: The form in the landing page should require basic information (email and full name) and the country, in order to segment future promotions based on location.
• Offer: The offer of the landing page is the main reason why people visit the page. As mentioned previously, for this campaign the proposed offer is a free ebook about action filmmaking that relates to the GoPro products, “GoPro Action Filmmaking Handbook”. As mentioned before, the UVP of the e-book is the possibility to create videos that look professional and share experiences with more impact and emotion.

Landing Page

e-Book Landing Page

    As a prototype, I also developed a design for the landing page, a crucial element of the strategy (http://bit.ly/2w3aJiw). The design was conversion centered and I applied the LIFT model best practices to assure that the page is effective in converting visitors into leads.
     Thus, it has clear headings that facilitate the reading and blank spaces that help the reading and improve intake of the data. The content is clear and relevant to the source of traffic, which will minimize distraction and anxiety, and ensure a low bounce rate. The copy was divided into short paragraphs, with clear headings and bullets to create an unimpeded “eye flow”.
     The colors, shapes, and fonts keep the design congruent and give unity. The value proposition is highlighted in the big headings and the question title, placed above the fold, catch attention and encourages the user to keep reading. The countdown timer was used to create a sense of urgency and encourages immediate action that is the fuel for the UVP.

     Ultimately, I strived to develop a design that is simple and provides an easy and intuitive navigation. Following the best practices of UX and conversion centered design, I can ensure an user-friendly experience while increasing conversions.