Everyone who knows me knows I’m obsessed with unicorns – not just the magical beasts you’ll often find hanging out near rainbows but marketing unicorns.
What’s a marketing unicorn, you ask? It’s one of those magical campaigns that’s so effective it performs in the top 1-3% of all marketing campaigns.
Marketing unicorns are so special that, even though they’re rare, they end up delivering almost half of the value of your overall marketing efforts. For example, here on the WordStream blog, our top 50 articles drive as much traffic as thousands of others (the marketing donkeys) combined. I call it the Unicorn Marketing Power Law.
This is why it’s so key, as a marketer or business owner, to find your own unicorns and make the most of them. There are unicorns in every corner of the online marketing world – unicorn ads, unicorn blog posts, unicorn webinars, unicorn emails. These are the campaigns with exceptional click-through rates, conversion rates, open rates, and engagement rates.
So if you find a unicorn, CLONE IT! An idea or piece of creative that does well in one online marketing channel is bound to do well in your other marketing channels as well. As I’m always fond of saying, you have to go all in on your unicorns.
I’ve spent a lot of time experimenting with different online marketing strategies this year. Below you’ll find the best of the best – my top 10 favorite online marketing strategies that create and exploit unicorns to give you the best possible bang for your buck.
Check it out and share – I’ll provide a little more detail into each of the 10 strategies, which include strategies for SEO, PPC, content marketing, social media marketing, remarketing, and more, below.
Does organic CTR matter? YES! Now more than ever! If you want to compete in the new SEO reality, you’ve got to raise your click-through rates and other engagement factors. Here’s our process:
CTR isn’t just important for SEO (duh). It’s also incredibly important for paid ads, because ads with high engagement rates get better placements at a lower cost per click on Google AdWords, Facebook Ads, Twitter Ads and pretty much every platform. Here’s what you need to know about raising your ad CTR:
Sorry to burst your CRO bubble, but the classic A/B test is a fairy tale – too often, we get super excited about early leads, but they tend to disappear over time. Either the test hadn’t reached statistical significance, or people were responding to novelty, but the effect didn’t last.
Here are a few more CRO truth bombs for you:
Maybe you’ve noticed (ha) that in the current online marketing landscape, it’s harder and harder to get your content noticed. The competition is insanely fierce! That means everyone’s attention is spread thin. But all hope is not lost, aspiring unicorns!
Regular old, plain-flavor RLSA is kind of a shell game: You’re basically cherry-picking your cheapest leads from a larger pool. Yes, you save money, but your lead volume is greatly reduced! Most people don’t want that, right? We want more leads AND lower costs.
Here’s how to use RLSA to get both, AKA Operation Unicorn Surge:
Newsflash, Facebook organic reach sucks. In fact, we recently discovered it’s even worse than we thought!!
The good news is, you can recover your reach! Here’s how:
Not a big name yet? No problem!
Here are some crazy awesome ways to use social ads to fool people into thinking you’re a big deal:
Forget Twitter’s advice for running lead gen campaigns – it’s totally wrong! Do this instead:
There are insanely good reasons to republish your content on Medium – like reaching a much bigger audience with minimal effort. Here’s how to make the most of the Medium platform:
That’s it – my absolute favorite online marketing strategies of the year, all of which I’m going to keep using next year too.
Now go and find your own unicorns!