Our client IMDbPro, (an Amazon Company) was referred to Sircle Media because they were seeking a social strategy that was right for their unique business. They are really focused on new user acquisition for their paid service, which focuses on all types of professionals in and around the entertainment industry. Whereas their consumer facing brand IMDb, can rely on countless movie quotes, actor backstories and unlimited useful (and sometimes useless) movie facts and pieces of information to help them create and cultivate a community, the Pro version has more of an uphill battle.
Sircle explained they needed to do a better job with conveying the USP’s of the platform, many of which lived only behind their pay wall. We suggested moving some of their powerful video testimonials to their homepage, so new prospects could get a taste of the benefits they could expect from a subscription to the service.
We also recommended featuring a free 30 day trial to reduce the risk for new users and help get them into the brand’s marketing CRM channel. We then created and implemented the use of video (as seem above) to help them convey the ease of signing up and to earn them more visibility. This type of clean and simple video content, is effective at conveying a brand’s key marketing messages and is a surefire way to hack more impressions on social media.
This creative will be used for organic messaging, as well as on paid social efforts. We will optimize for reach and then retarget users who viewed the video, with messages that will move them further down the funnel. Social networks provide targeted pools of individuals that you can serve smart messages to, and video arms you with a powerful tool that earns more impressions than all other forms of content.
Our suggestion is that brands reverse engineer what they want to have happen, without over thinking how social platforms will help at the outset. First identify the barriers to conversions and then work to remove them. Next, capture your USP’s through video, to properly convey your marketing messages and accelerate the reach of that content. Finally, deploy on social media platforms and add gasoline to the fire with paid social efforts.
Wash, rinse, repeat!