Since it’s the end of the year, we like to revisit the most popular articles and case studies from the past 12 months — the collection of which can be found on our homepage. Looking back at top content helps us see what our readers found to be the most helpful and valuable content, and it helps you to know what your peers are looking for.
This year, we published two case studies back-to-back in the B2C and Inbound marketing channels covering the efforts of My Pooch Face, a site that provides acrylic and digital pet portraits. Both popped up as the most popular of the year, so I decided to dig back in and focus on a portion from my notes that was previously unpublished.
David Lefkovits, Founder and CEO, My Pooch Face, and his team launched a Pet Photo Contest on October 26, with the aim of running it six days until the end of the month. They used a dedicated page www.mypoochface.com/photo-contest and also the link www.vote4mydog.com, which re-directed to the same page.
Where does social media success begin? In many cases, it begins well off of an online platform like Facebook or Twitter. It begins with a valuable product.
Cambria Jacobs, Vice President of Marketing, Door to Door Organics, sat down with me to discuss the natural and organic grocery company that sells entirely through ecommerce. She shared how it started with a valuable product that customers loved and built off that base to grow its social media fans more than 600% in less than 18 months.
Start by producing share-worthy products
“We were really proud of getting our hands on the best organic produce. We weren’t necessarily looked at or aspiring to become this strong ecommerce player with a really strong technology savvy. And what has grown, being a pure ecommerce player, is our customers were finding us on social media,” Cambria said.
The product itself had enough appeal that it spurred a passionate base audience organically promoting it to friends, family and connections on social media.
“We had organic visuals that were popping up on Instagram and Facebook before we even had a presence on Instagram — just our customers taking photos of their box and of their delivery,” she said.
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
