Companies that are in the same space can offer great insights into how you can create a digital marketing campaign that’s right for your business.
With the amount of misinformation that’s floating out there, you should be careful about the campaigns you analyse since you could be taking pointers from a failed digital campaign.
When you do select the right strategy, you can create a campaign that creates awareness about your brand, connects with your target audience, and increases your bottom line.
So, let’s take a look at some truly eye-catching digital marketing campaigns from leading software companies that we think will help you add some flare to your future campaigns.
Dropbox incentivises successful social media referrals with free storage upgrades
If you ever looked for cloud storage or file storage services, you might have heard about Dropbox.
Although they have a global presence with an estimated $8 billion net worth, Dropbox has spent very little on marketing and has actually used some very common platforms that are accessible to everyone to get the job done—Dropbox made use of social media incentives.
Take a platform like Facebook for instance. Dropbox incentivised its users to promote the service by sharing social media content. In the event someone successfully refers a user, the size of their accounts would be increased by up to 32GB! Not bad for clicking a few buttons, right?
Although this wasn’t a traditional case of a brand leveraging social media to post advertisements to create brand awareness, Dropbox users did the work using a combination of social media and user referrals.
Intuit uses Google Analytics for SEO optimisation
When it comes to personal finance, tax prep, and accounting, Intuit is one of the market leaders.
The company identified that there was a gap in the market and that people were searching for tools that would help them have more control of their personal finances. It capitalised on this need and today serves more than 100 million customers who use its software to run their businesses, pay employees, and manage finances.
So, how did Intuit do it? It used Google Analytics Premium and saw immediate results in the quality of data conversion and data traffic.
Initially, the company did not pay any attention to SEO and was not getting the traction it needed. But after using Google Analytics, its marketing team realised that either the keywords in their content were not relevant or the content hadn’t been optimised for the right keywords.
Once Intuit optimised its content for the relevant keywords, it was able to gain a competitive advantage over its rivals.
CISCO leverages a multi-social media platform strategy to engage B2B clients
CISCO first started experimenting with blogs in 2005 and since then, their digital marketing campaigns have expanded into multiple social media platforms to create a global presence.
Their social media marketing strategy is surprisingly simple—update content and engage audiences.
Using platforms like Twitter, Facebook, YouTube, Flickr, and their company blog, CISCO creates engaging conversations, not just with their customers but also with investors, the press, and analysts.
With their digital marketing strategy, CISCO is staying ahead of the pack by consistently engaging with all stakeholders.
An important component of leveraging social media is to stay relevant and connect with a number of different audiences. CISCO manages to stay relevant with its social media strategy, and businesses looking to expand their social media presence should also follow suit.
With competitors propping up in every industry today, it’s important to stay at the top of your audience’s feeds and minds.
Grammarly utilises content marketing to generate website traffic
If you’ve ever doubted the impact that content marketing can have on your digital marketing campaigns, then you’ll find Grammarly’s results quite eye-opening.
Grammarly honed in on generating website traffic by identifying that the content should target the interests of the audience while reflecting the goals of the business.
They focused on the audience who is most likely to use their software at scale. This enabled them to target the right audience and convert them to paying customers.
The company moved away from targeting just one demographic and instead focused on targeting different demographics and releasing content that appeals to anyone—regardless of whether they want to write, edit, or communicate better.
These well-thought-out content pieces attract millions of visitors to their website each month and over 30 million daily active users.
Having a great content strategy can make all the difference to your digital marketing strategy. Targeting the right audiences and creating engaging and interesting content can capture the attention of the audience and transform them into loyal users.
Learn from the best
Regardless of whether you’re a software company or not, these digital marketing campaigns are tried and tested by some of the world’s best brands.
While these may have worked for some of the global giants in software, it may not be the best strategy for you. Use these success stories as inspiration to deduce what the right strategy can do for you and create your own digital marketing strategy that could one day rival these success stories.