What’s a digital marketing trick that really worked for you?

What’s a digital marketing trick or tactic that worked much better than you expected this year? I hear a lot about “best practices,” but I’m curious about the lesser-known strategies that actually brought in results.

Whether it was a unique social media approach, a different email campaign, or a new way to use SEO—I’d love to hear what worked for you!

Okay…my wife and I owned a small B2B company that had a consumable product that was majorly commoditized and could be purchased on Amazon and other retailers

Email marketing was the way we made most of our sales - usually offering a discount code or free shipping. I was getting sick of sending ‘Free Shipping’ emails, so I decided to try something different. I sent out highly personalized emails that said something like this:

Dear

Based upon your last order of , on our records show you have an unredeemed credit store of $4.27. This credit will expire in 9 days. To redeem…come to our website and use at checkout.

Thank you for your attention to this matter.

Sincerely,

Us.

I would re-send this email to people that didn’t open at 7 days, 5 days and 3 days. I charged $4.99 for shipping…and I had a WAY higher engagement rate by offering the ‘store credit’ that was actually LESS then free shipping.

The lesson here was no one likes to think they are going to miss out on free money, but FREE shipping everyone expects (thanks Amazon).

For me SEO worked well, it gave me over 6000 leads for my clients and yes I loved it

Would love to hear if you have any tips on SEO for Instagram!

Using unedited news station interviews as paid ads for new brands.

My agency started working with a new sustainability brand in June 2021. Through creative strategy, brand messaging, and ad management, we tripled the company’s monthly revenue twice in the first three months.

Sales from our work showed investors the product’s value, and the brand closed its Series A round of funding valued at 24 million.

In September 2022, the brand increased production in Australia and expanded sales to the United States.

Like most new brands, the product was new to most people. With such businesses, you need to market to educate, familiarize, and normalize the product. We created a strategy to run PR content at the top of the funnel and content focused on the founder’s story and brand mission at the bottom of the funnel.

TOF:

The goal was to create ads that looked natural on the platform. At the same time, we wanted ads that would give viewers social proof and make them want to learn more about the product.

We did this by getting PR from major news networks in Australia and running those features as ads. This content went viral as soon as we launched the paid ads campaigns. We saw thousands of likes, comments, and shares, but more importantly, a TOF new customer cost per acquisition under $10.

BOF Ads:

The goal with BOF was to build trust and liking for the brand while continuing to plan ads that looked natural on the platform.

We did this by running founder story and brand mission themed ads. We believe an important part of this ad strategy was focusing on the plastic waste problem locally. A married couple from Melbourne set out to eliminate plastic waste in Australia. By focusing on location, we worked to eliminate the bystander effect and encourage action from viewers.

This is a dumb question but I’m new to marketing
What is top funnel vs bottom funnel?

I also am curious if you ran into any issues running the PR piece/content published by media outlets as your own ad?

For me cold emailing. Especially to the French audience. It seems to not be saturated there.

Start tracking every metric on my TikTok videos and reverse engineered the algorithm and got 40M organic views in like 3 months. On only about 40 videos too lol

That’s impressive! Do you have any tips on how to get started doing something like this?

How did you reverse engineer the algorithm? Think that could work for videos on YouTube or Facebook!

What was the conversation from TikTok like? Be honest!

White papers for B2B, if done right give you content that performs for months!

Any tips for doing them right? Do you go surface level on a topic or try to deep dive? And what about promotion, industry trade mags and your own channels or is there something else?

lol when was the last time you read a white paper?

I did something pretty cool to personalize email campaigns. I added functionality to the AI chatbot (Aimdoc AI) on my website which allows it to essentially consume query parameters from URLs linked from email campaigns (the query params can contain any information, but most commonly information about the individual clicking the link).

It can then personalize the chat experience by using this information. It has definitely helped increase conversion rates. I know other platforms allow you to personalize parts of your website based on these params, so it is pretty similar to that.

Account-based marketing with direct mail has been an eye-opener for us.

Who did you use for direct mail please?

If you’re referring to any service, we didn’t use anything. Old school, DHL, some handiwork by interns and imagination. This is ABM, precision is important here, not mass production.

It sounds simple… But making sure to engage back always. :slight_smile:

Offering discount codes on billboard marketing. I use an agency that helps you advertise on many billboards at the same time. Billboard marketing really helped. Check Hotcrowd advertising on Instagram