Engaging Potential Customers: Endust and Their 360 Degree Marketing Solution
Sunday, January 01, 2012
Times have changed. The marketing schemes of the past daily fall short against the onslaught of attention grabbing social media sites, extensive search engine results, and the pure cynicism of most consumers today. How is a product to stand out? The trick, it seems, is to become a brand.
A brand has power. A brand wields customer loyalty and trust, a brand is a resource, an accessible proving ground for experts. A brand is marketable. But how do you become a brand? How do you market so that your marketing claims are more than unfounded statements about being the best? How do you turn these claims into the deeply staked tenants that are your policies, your products, your brand? It’s even harder than it sounds.
There are two obstacles in marketing today—you must get the customer’s attention, and you must overcome the ever imminent dismissal. Nobody wants to listen to your marketing spiel—you can stand for as long as you’d like in the town square soap boxing, but nobody will hear you. Even more difficult—rarely do those who do hear your words believe what you’re saying. Getting the word out about your product feels hopeless in today’s mass marketing world.
Never fear! There are people who have stood where you’re standing now, who have looked out into that blank crowd of apathetic faces as you are doing now, and who have pushed and prodded, screamed and wailed, and tried all manner of attention getting devices until they found the ones that worked. And now—they offer their findings to you.
Endust, a Sara Lee company, was in a tough spot. (This may sound familiar.) They had a new and exciting product, Endust Free, a hypoallergenic cleaning spray. They truly believed in it, they fully backed it, but they couldn’t seem to get the word out about it.
A few years ago, they hired Single Throw Internet Marketing to improve their online presence. Using advanced Search Engine Optimization techniques, Single Throw increased website visits by 300% in three months and increased time spent on the Endust page by over four minutes. Impressed by their success in the past, Endust once more turned to Single Throw to give their product, Endust Free, a leg up in a tough market.
Single Throw knows, intimately, that the buyers of today can be difficult, obstinate customers when they set their minds to it. They know, also, that those same people are able and willing to listen once you have something useful to say—something beyond BUY MY PRODUCT AT HALF PRICE.
Single Throw took Endust and marketed the brand as an honest and reliable resource regarding all information in the area of house cleaning. To create this brand image and bring it directly to the customer’s personal cleaning cupboard, they created a Facebook fanpage for Endust, a Twitter, and a YouTube channel.
The Facebook page is regularly updated with articles and columns of interest to potential customers such as cleaning tips, how to clean certain items, and the best products for a certain job. It includes the consumer-engaging “Ask Endust” section. The Twitter page is constantly updated with links to coupons and offers to try Endust products for free.
“The kind of brand face time these social media outlets give is invaluable,” says Single Throw CEO and bestselling marketing author, Larry Bailin. The results speak for themselves.
The Facebook fanpage generates 2.8 fans a day, and the Twitter accumulated 400+ followers in less than eight weeks.
However, it wasn’t enough to simply create these social media sites and set them loose on the internet at large. While they provide invaluable customer feedback (Facebook serves as a practically universal focus group for market research), they are still not enough to conquer the unbelievably attention-starved internet. Endust needed to appear at the top of the Google results page.
To achieve this, Single Throw turned to tried and true marketing techniques such as increased Search Engine Optimization and an aggressive pay-per-click campaign. They fortified Endust.com with an image and video gallery, easily navigable and scannable content. There were strong calls-to-action and user-friendly controls. The site is multi-browser friendly and loads quickly. Once people find the site—as they often do—they stay for awhile, reading content and finding the information they need.
Over all, the combined efforts of these intersecting marketing strategies has resulted in:
• A significant increase in qualified site visitors in less than 12 months.
• An average of four minutes more spent on website pages per visitor.
• A 60% increase in search engine referrals for site visitors.
• Endust appearing as a result for over 470 unique phrases in major search engines, including #1 Google positioning for the phrase, “Dusting and Cleaning”.
Tired of wailing at the jaded consumer base of America at large? Contact Single Throw Internet Marketing today. From Search to Success®—they’ll do it for you.