Channel Marketing Case Studies

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One of the most attractive things in a business is an effective, scalable marketing channel. Truthfully, it’s not nearly as easy as it sounds.

Exploring whether or not a channel can work for you takes work – a lot of it. Sometimes it takes months to really explore a marketing channel and decide whether or not it is delivering results.

When I advise clients on channels that I believe will be effective for their business, I always start by considering the case studies. What are other businesses doing that is working and is it something that we can mimic?

Therefore, I’ve organized a list of over 60 case studies, organized by channel, where actual results were delivered.

If you’re in the middle of one of these channels right now, I suggest honing in on the case studies and deciding whether or not you should implement it yourself.

Content Marketing

Content is king – as they say. That said, content marketing is a relatively new strategy that is taking the internet by storm as the content is being seen as the way for businesses to rank in Google. In fact, a recent survey by Marketing Land found that 89% of businesses doing content marketing say it works. It is extremely cheap and has virtually no barriers to entry.

Email Marketing

Content may be king but the money is on the list. Collecting someone’s email address is often seen as the holy grail of marketing because people are so much more receptive to emails as compared to other channels. Still, it’s important to know what to do with those email addresses after you collect them, which are what these case studies reveal.

Influencer Marketing

Influencer marketing is one of the most talked-about marketing channels in recent times. It involves identifying potential brand advocates and partnering with them to promote your business. What makes influencer marketing ideal is that you get to tap into the large audience that influencers have amassed. Again, this a very cost-effective channel for reaching thousands of people.

SEO

Google has over 1 trillion searches a year, and tapping into that is what Search Engine Optimization is all about. What’s unique about SEO is that it tends to be ongoing. If you are ranking for a set of keywords you can continue to receive traffic long after the “campaign” is over with (as opposed to making other types of marketing channels). See in these case studies how businesses have improved their rankings and increased their organic traffic.

Social Media

It seems that just about every business has at least one social media profile nowadays, which would make it significantly more popular than content marketing. That said, having a profile is not the same as having a strategy – far from it in fact. What’s unique about social media are all of the different platforms, such as Facebook, Twitter, Pinterest, Instagram, to name just a few. Each has a different audience and requires a different strategy. For example, while Facebook is normally heralded as a great B2C platform, LinkedIn is typically reserved for B2B. While Facebook and Twitter seem to have an equal number of men and women, Pinterest is heavily geared towards females. These case studies will guide you on how to tackle each channel.

Video Marketing

Video is a popular media used in marketing campaigns and it’s becoming more and more popular each year as the barriers to entry for video creation lessen. To put things in perspective, every minute 300 hours of video are uploaded to Youtube.

Viral Marketing

Viral – it’s what everyone wants to go. While there is no way to ensure virality, there are conditions that increase its likelihood. As you read these case studies notice some of the following attributes. Firstly, many viral campaigns involve video. This because video is easy to share and easy to digest. A one minute video can convey a whole host of emotions. Additionally, they integrate sharing into the campaign, asking you to tag multiple other people. This prolongs the life of the campaign. Lastly, there is usually something “catchy”. Combine all of these elements and you may just have a viral campaign.

Word Of Mouth

Word of mouth is considered the holy grail of marketing. It’s generally one of the least expensive channels – but how do you get people to talk about you? Often, it has to do with getting the big things right; a great product, great customer service, and a reason for people to share. These case studies go in-depth on various referral campaigns that capitalize on word of mouth sharing.