Growth · Media buys

Targeted media buys and video to increase growth of subscription service

Andrew Tomasik Executive Vice President at KindHealth

May 21st, 2014

We're looking to increase growth of our subscription service which provides monthly, quarterly, and yearly hedging strategies for companies with currency risk. It's a great way for our clients to get their toes wet with currency risk strategies. We're working on developing a good lead nurturing email campaign. But I was also thinking about other (perhaps more effective) ways to drive people to sign up for our subscription service. Because the cost of the service is so low (as compared to our custom strategies), and scalable, we're trying to leverage ways that don't require us to call each prospect, but rather direct them to the information where they can then sign-up.

In addition to our email marketing, I was thinking about generating leads by hyper targeting media buys, driving traffic to a landing page with a 30 sec to 2 min video and a sign-up form. We mainly deal with financial executives of large international corps (CFO's, controllers, etc.). Do you have any advice on how best to approach this method? 


Manny Acevedo Business Systems Analyst & Entrepreneur

May 21st, 2014

I've heard that strategy before ;)

Th obvious answer is you'll need to target these media buys where the CFO's hang out. But remember,  they are people too.They have dogs, kids, significant others.  Places like Linkedin ads may be good, but you should test FB ads and media buys on news sites, trade sites, forums, etc.... Testing and refining your tactics is the key

Also see, who in space already has their ear. Collaborating with someone that already has an existing list of contacts ( that you want  access too) is one of the fastest ways to build your credibility & authority as a trusted source. Make a deal and give them a cut. Money talks 

Jump onto HARO and start becoming the source for reporters on anything even remotely related to finance & economics. That network of blogger's & journalists will become your BFF's

I don't think this is your strategy, but I thought I would mention this: I would stay away from any ad buys in Barron's or WSJ ( the dead tree version) until  you are a big muckity muck with  money to burn for no ROI. This is for branding only and by the time you decide to do this, you really won't need it  ;)

 

Garrett Gan Thalamus.co, a 'Yelp for Advertising'

May 21st, 2014

LinkedIn Sponsored Feed Advertising. Although the CPCs can get really high if you are targeting CFO-level people

António Menezes CEO SATA Airlines

May 21st, 2014

For future correspondence, please use menezesa@uac.pt or visit www.amenezes.uac.pt

Andrew Tomasik Executive Vice President at KindHealth

May 21st, 2014

Thanks Manny, the advice was very helpful. I've used HARO for a previous venture but forgot about them, thanks for the reminder. And thanks for supplying me with the idea to begin with :)