Almost everyone loves Netflix. That’s a fact. It’s convenient, engaging, and the original content is almost superb. But it’s not just the original content that keeps people at home binge watching, it’s their amazing digital marketing techniques used to acquire new customers and retain existing ones. They achieve this through personalized content, multi-channel campaigns, and email marketing. The best part about their techniques is that anyone can implement them, so long as you stay consistent.
Anyone who has Netflix has experienced their personalization algorithm for suggested content based on your watch history. This is what sets it apart from other streaming services like Amazon, Hulu, and HBO. The reality is that no two Netflix home screens look the same. To achieve this in marketing, make sure emails are personalized not just with their name, but with past behaviors such as engaging with certain web pages or downloading content. This will allow you to stand out from competitors.
And on that note, email marketing is key (anyone who tells you it’s dead isn’t 100% correct). Email marketing can be an asset to lead and customer nurturing. Netflix utilizes this by sending content recommendations to new customers and promoting any new shows to current customers. The key here is to understand your target audience and your current customers. Take into account where they are in the customer journey and link to buyer personas for an effective email campaign.
Finally, multi-channel campaigns are key. For example, Netflix promoted Stranger Things with an augmented reality experience on Snapchat and then promoted the upcoming season via Facebook, Instagram, Twitter, and email. They key here is to think about the different touchpoints your potential or current customer could have. And with buyer personas, you can envision if they are mainly using their phone, tablet, or computer. Are they active on social media? Which accounts are they the most active on? Targeting your efforts in right place is much more effective than trying to target every touchpoint.
When you think of your next strategy, keep all of these things in mind. Successful campaigns are not just strictly related to budget, but rather how you target leads and customers and how you pay attention to their various touchpoints.