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Attention Groupon: Think Integrated Performance Marketing

On the heels of Groupon’s $700 million IPO, stock market analysts and strategists are taking a wait and see approach before they deem it a long-term business success. Wall Street and tech experts aren’t sure Groupon can sustain profitability within its current model. These concerns are valid: the daily deals giant has had a difficult time scaling costs, maximizing spend and driving growth. By building its brand around the one-time, sale-conscious consumer, Groupon has struggled to drive repeat revenues for businesses. Perhaps the time has come for Groupon to strategically position itself by way of performance marketing.

Groupon has successfully leveraged performance marketing on the advertising side drastically increasing subscribers and sales from 2009 to 2011. Now, they should consider utilizing it to reinforce their brand image and build or re-build relationships with their clients. Consumers love Groupon because they get great deals. Groupon needs to convince businesses that continuous revenues could be generated through improved targeting, localized search and media buying, deeper multi-channel engagement, better compliance and precise measurement.

It’s been almost a year since Groupon spurned Google’s $6 billion purchase offer. At the time, many experts understood and even praised Groupon’s decision. 11 months later, that hindsight is 20/20 thing is rearing its ugly head. But with a $700 million IPO, it’s clear Groupon will be around a while. In order for the online couponed to reassert its long-term growth strategy, it needs to demonstrate continuous improvement in sales and efficiency. Leveraging an integrated performance marketing program would certainly help.

Content, Content, Content

B2B marketers, which of the following performance marketing channels do you consider your bread and butter for turning prospects into clients? Social? Search? Email marketing? Affiliate? These are all worthy lead generation programs, especially when they are integrated to form a multi-prong approach. But how are you leveraging these channels? What are you doing to engage potential clients? Are you getting tired from all of these questions? If you are, grab some coffee because it is time to re-focus on your content strategy.

The bells and whistles of integrated performance marketing are only as strong as the content they promote. Being able to identify prospects is a great start but it is important to provide them with compelling content. In the fast-paced digital age, relying on your brand reputation – no matter how stellar – is not enough to secure partnerships. Continuously reinforcing your position as an industry leader is essential in order to remain top of mind with your existing and prospective client base.

So what kind of content will compel your target audience to act? Again, the digital age has changed the game. Prospects are savvier. They are not interested in self-reverence or brand boasting. Make your content informative and objective. It’s about showcasing your intellectual capital, not showboating. White papers, case studies, blogs and webinars are great examples of high level content that can attract and engage prospects without preaching to them. If the content is great, it will resonate through your might performance channels ultimately driving leads and client conversions.

Remember: Don’t be content with subpar content. Great content will drive great multi-channel results.