Owned marketing is a strategy that focuses on building direct relationships with customers through owned channels, such as email, website, and social media. This strategy allows businesses to take control of their marketing and build lasting relationships with customers.
Some Examples of “Owned Marketing“:
- Company website
- Company emails
- Text club
- Facebook Group(s)
- Reddit Group
- TikTok Channel
- Twitter Followers
- Youtube Followers
- Instagram Followers
- Snapchat Followers
Just some of the ways a business “owns” the marketing channel that they deliver their message to prospects and customers.
Paid Advertising – use a portion of your paid advertising to drive leads into your funnel where the prospect exchanges their email for a lead magnet of some kind. (A 20% discount code is not a good lead magnet anymore). Once in your email lists, automate the messaging building Flows to send a range of messages taking the profile from uneducated to considering a purchase.
With a focus on building a list and optimizing signups to a lead magnet brands are realizing their CAC (Cost to Acquire a Customer) and ASOC -Advertising Spend on Cost of Sales goes down.
ASOC is a key performance indicator (KPI) that helps businesses determine the effectiveness of their advertising campaigns. It is calculated by dividing the total advertising spend by the total revenue generated from the advertising campaign.
For example, if a business spends $10,000 on advertising and generates $50,000 in revenue from that campaign, the ASOC would be 20%. This means that for every dollar spent on advertising, the business generates $5 in revenue.
ASOC is particularly useful for e-commerce businesses that sell products online. By tracking their ASOC, they can determine the profitability of their advertising campaigns and make adjustments to improve their ROI.
How to do this with Klaviyo?
Klaviyo is an email marketing automation platform that businesses can use to execute an owned marketing strategy effectively. Here are some ways to use Klaviyo to do owned marketing:
- Build a targeted email list: A key component of owned marketing is building a targeted email list. Klaviyo allows businesses to create signup forms that capture customer information, such as email address, location, and interests. By segmenting the email list based on this information, businesses can send personalized and relevant email campaigns that are more likely to engage customers.
- Personalize email campaigns: Klaviyo allows businesses to personalize email campaigns based on customer data, such as purchase history and browsing behavior. By using this information, businesses can create email campaigns that are tailored to each individual customer, making the email more engaging and increasing the likelihood of a conversion.
- Use automation: Automation is a powerful tool for owned marketing. Klaviyo allows businesses to set up automated email campaigns based on triggers, such as a customer making a purchase or abandoning their cart. These automated campaigns can be personalized and targeted, leading to increased engagement and revenue.
- Use dynamic content: Dynamic content is another powerful tool for owned marketing. Klaviyo allows businesses to create dynamic content blocks that can be personalized based on customer data. For example, a clothing retailer could create a dynamic content block that shows products that are recommended for each individual customer based on their purchase history and browsing behavior.
- Use social media integration: Klaviyo allows businesses to integrate their social media accounts, such as Facebook and Instagram, into their email campaigns. This integration allows businesses to create targeted social media campaigns that are based on customer data, such as purchase history and interests. By using social media integration, businesses can create a seamless customer experience across multiple channels
Use Klaviyo to Generate a Higher ROI from Facebook Ad Campaigns
Sets up a Facebook ad campaign targeting potential customers who have shown interest in similar products. You can use Klaviyo’s integration with Facebook to sync their customer data and create targeted ads that drive traffic to your website.
Next, create a Klaviyo email campaign to welcome new subscribers who have signed up for your Lead Magnet Offer through the Facebook ads. The email includes a special offer for the new product line and a call-to-action to visit the website.
Once the subscriber makes a purchase, Klaviyo’s automation features are triggered to send follow-up emails, such as a confirmation email, a shipping notification, and a review request. These emails are personalized based on the subscriber’s purchase history and behavior on the website.
You should use Klaviyo’s segmentation to create a targeted email campaign for customers who have purchased from the new product line. The email includes a special offer for a complementary product and a call-to-action to visit the website.
Finally, track the performance of the Facebook ad campaign and the email campaigns using Klaviyo’s analytics and reporting. You will want to analyze the data to optimize your ad spend and improve your ROI.
By using Klaviyo to automate their sales funnel with paid online advertising, you can earn a high ROI by driving targeted traffic to their website and converting those visitors into loyal customers through personalized and automated email campaigns – aka “Owned Marketing.”