We built our content strategy using new channels and content formats. Content was created with the goal of inspiring people to take action. We created a multichannel content funnel to ensure audiences saw particular content at various stages of the user journey.
1) Awareness Stage
Our secret weapon for conquering these new audiences? BodySlims’ customers! We promoted inspirational customer testimonials on YouTube and Meta to generate awareness. This helped build trust with new audiences.
2) Lead-Generation Stage
We retargeted video-viewers with gated content (ebooks) to capture first-party-data. This meant we could target and segment audiences cross-channel without relying on cookies.
3) Nurture Stage
We created a content calendar and nurtured audiences cross-channel by targeting segmented email lists. These lists were segmented based on demographics, interests, location etc.
4) Action Stage
Once audiences had been warmed up, they converted via Organic search, Social, PPC or Email.
5) Advocacy Stage
We encouraged repeat purchases and referrals by nurturing previous purchasers with tailored content.