Too many companies and brands think driving engaging content and building effective social media is hard. It certainly doesn’t come without challenges and can be, but it doesn’t have to be. In fact, sometimes the best social strategy and even content marketing is uncanny in its simplicity.
In our never-ending quest to find great content marketing and smart, effective social media case studies, it’s always the simple ones that make us take pause, bow, and say a little prayer of thanks to Kanye West.
Case in point: Lens Factory
This is a startup that provides factory direct access to premium eyeglass lenses. You pick your lens type, material and options and place your order online. You can send them your glasses or new frames and their licensed opticians will match and provide lenses or replacement lenses for you.
Brandon Powers, one of the founders, even has a quote on the website that says if you don’t love your lenses, they’ll remake them or refund your money.
Apparently, there’s quite a cost savings from ordering replacement lenses elsewhere. (I had LASIK in 2001, so I don’t have direct experience with them.)
So what’s their big content marketing and social media strategy? (You might want to sit down for this.)
- Find people talking about needing lenses in social conversations
- Reach out to them and offer them a discount to order through Lens Factory
- Track the direct revenue derived from doing so to justify spend on social media
If you want to know what that looks like, here’s a recent conversation the company had on Twitter with a customer:
That customer didn’t respond (as of this writing), but many have. And almost always to the positive. In fact, online coupon sites have picked up Lens Factory’s discount code and published it to their audiences organically. The discount is now driving around 10% of the company’s revenue. Not only that, but in spite of a recent decision to reduce its online advertising spend, the company has continued to hit revenue targets.
Yes, they have other paths to revenue and other channels for marketing efforts. But a simple execution of a very direct response marketing mechanism on social channels is not only justifying itself, but helping offset potential drops in other revenue channels because they weren’t projecting that kind of success.
Content marketing doesn’t have to be complex. Effective social media marketing doesn’t have to be daunting. Sometimes, simple is best.
Elasticity would love to talk to you about your content marketing and social media marketing efforts. Drop us a line if you’re interested.
NOTE: Lens Factory is not a client of Elasticity. We just dig their approach.