Marketing Tactics - Downtown Abbey

Three Marketing Tactics That Lead 'Downton Abbey' To Success

Table of Contents

Power of Customer Referrals

 

One of my favorite television shows of the moment, Downton Abbey, has started its third season. I first heard of this British TV series, set in the early-20th century, through several postings that appeared on my Facebook Page, which I quickly disregarded.

 

Downtown Abbey

 

My Social Network Blew Up!

 

Soon after, I was bombarded across all of my social media channels, including Pinterest, Twitter and Snapchat and even TikTok, with enthusiastic friends and co-workers telling me that I “have to” watch this new show and letting me know that I can watch it on Netflix too! So there began my love affair with Downton Abbey along with the rest of the world. As part of the show's marketing strategy, fans can watch past seasons on membership sites Netflix, HuluPlus, and Amazon Prime.  

 

Multiple Distribution Channels

 

For the current season, fans can view new episodes for a limited time for free on the PBS website, which is Downton Abbey’s home network. Let’s not forget about iTunes. Since the show airs in the UK earlier than in other places, iTunes has been able to offer fans to buy episodes of Season 3 prior to the on air date in the US.

 

Five Ways to View the Show

 

Viewers have a minimum of five ways to watch the show at their own leisure and through their preferred online viewing site. Allowing the viewer multiple options has enabled viewership to soar as well as allowing PBS to undoubtedly flourish along with the show.

Multi-Platform Marketing

 

Perfect Marketing Formula

 

PBS, a nonprofit network that normally targets a more select, older age group, has found the perfect formula to market themselves and to vastly expand their target market through Downton Abbey with the following:

 

  1. Social Media and word of mouth marketing – Though this has become a new “normal” in the marketing world, it has proven time and again that utilizing all social media venues is one of the best marketing tools out there.

    One way to measure the success of a marketing campaign is through the use of Google Analytics, because it allows you to aggregate traffic analysis across of your social media channels. By analyzing the data provided by this tool, businesses can gain valuable insights into their audience's behavior and preferences. For example, PBS can use Google Analytics to track the traffic to their website from different sources, such as social media and search engines. They can also monitor how visitors navigate the site, which pages are the most popular, and how long they stay on each page. This information can help PBS optimize their website for better user experience, as well as identify which marketing channels are driving the most traffic and engagement. By leveraging the power of analytics, businesses can make informed decisions that lead to greater success and growth.

  2. Using all resources in the same marketing platform for full exposure – The show’s current success is highly based on the fact that the show can be viewed on various member-based sites. This proves that using all options in the same marketing platform can work if executed properly.

    Google Analytics is an invaluable tool for businesses looking to optimize their web presence and to understand how mobile applications are performing. It provides a comprehensive view of how visitors interact with your website, allowing you to identify which pages are attracting the most viewers and what content they are engaging with.

    With this data in mind, businesses can then use Google Adwords to target specific keywords or demographics that are more likely to convert. For example, if the show mentioned in the previous paragraph is popular with a certain age group or region, you can use Google Adwords to tailor ads that target those viewers and increase traffic to your website or online store.

    Additionally, using tools like remarketing and dynamic search ads can help you better connect with potential customers who have shown an interest in your content. With the right strategy, businesses can leverage Google Ads to better reach their target audience and maximize their web presence.

  1. Using a unique scenario to their advantage – The show first gained popularity in the UK, then ventured down here to the US. This fact that episodes are available other parts of the world before they are aired here can be seen as a disadvantage because of storyline spoilers, and accessibility to illegal downloads. To take advantage of this situation, iTunes has created a season pass to give die-hard US fans early access to new episodes as well as access to older episodes as well.

All in all, without my Facebook Page, I would have never have heard of Downtown Abbey. I would have never watched Season 1 of the show if I didn’t have Netflix, Season 2 would have been out of the question if it wasn’t for Amazon Prime, and currently I am among the many viewers who catch up with new episodes on PBS.com every Monday.

 

Search Engine Optimization Lessons

To fully optimize your marketing strategy, it's not enough to just utilize social media and multiple distribution channels. Search Engine Optimization (SEO) is a crucial component that ties everything together. By using tools like Google Analytics and Adwords, businesses can gain insights into their audience's behavior and preferences, as well as tailor their ads to target specific demographics or keywords.

 

Develop Creative Offers

 

Additionally, businesses can take advantage of unique scenarios, like Downton Abbey's popularity in the UK before it aired in the US, by offering early access or season passes to fans. By tailoring your marketing campaigns through various platforms and optimizing your website for better user experience, businesses can achieve greater success and growth. 

Digital Marketing Strategies

Digital marketing strategies are essential for businesses to expand their target market and increase viewership. The success of PBS's Downton Abbey is a testament to this. Utilizing social media and multiple distribution channels is a great start, but it's not enough.

 

Right Tools for the Right Job Needed

 

By using tools like Hubspot's Enterprise Marketing Suite,  Google Analytics and Adwords, businesses can gain valuable insights into their audience's behavior and preferences, as well as tailor their ads to target specific demographics or keywords.

 

Employ Cross-Channel Marketing Strategies

 

For SAP Consulting Partners and other Service Providers, following a cross-channel marketing strategy can achieve greater success and growth. Augmented Reality (AR) is another technology that can be used to create an emotional and engaging experience for potential customers.  This has long been used within the Airline Industry and other complex Industrial Facilities to help train new maintenance technicians and to assist engineers in diagnosing faults remotely.

Advanced Marketing Strategies

SAP Consulting Partners and other Service Providers can learn a lot from the successful marketing tactics used by Downton Abbey. By utilizing social media and multiple distribution channels, PBS was able to expand its target market and increase viewership. But it doesn't stop there. By using tools like Google Analytics and Adwords, businesses can gain valuable insights into their audience's behavior and preferences, as well as tailor their ads to target specific demographics or keywords. Additionally, businesses can take advantage of unique scenarios, like offering early access or season passes to fans, to further promote their product or service. By tailoring their marketing campaigns through various platforms and optimizing their website for better user experience, SAP Consulting Partners and other Service Providers can achieve greater success and growth.

 

Small Businesses vs Big Business Marketing

 

Small businesses may feel intimidated by bigger enterprises in terms of marketing, but with the right strategies, they can win against them. Just like PBS's Downton Abbey, utilizing social media and multiple distribution channels can expand target markets and increase viewership, but businesses should not overlook the power of search engine optimization (SEO) and cross-channel marketing. By using tools like Google Analytics and Adwords, small businesses can gain valuable insights into their audience's behavior and preferences, as well as tailor their ads to target specific demographics or keywords.

 

Outcompete the Competition

 

By following a cross-channel marketing strategy, small businesses can achieve greater success and growth, even against bigger competitors. With the right marketing plan, small businesses can compete on a level playing field and attract customers just as effectively as their larger counterparts.

 

Strategic Marketing Plan

 

For SAP Professional Services companies, utilizing a variety of marketing tactics can greatly increase their success and growth. Similar to the success of Downton Abbey, social media and multiple distribution channels can expand the target market and increase viewership. However, it is important not to overlook the power of search engine optimization (SEO) and cross-channel marketing. By using tools like Google Analytics and Adwords, businesses can gain valuable insights into their audience's behavior and preferences, as well as tailor their ads to target specific demographics or keywords. The key to success is to tailor marketing campaigns through various platforms to properly promote a product or service. By following a cross-channel marketing strategy, SAP Consulting Partners and other Service Providers can achieve greater success and growth.

Augmented Reality Possibilities

SAP Consulting Augmented Reality App

 

As an MRO provider, there is much to be learned from the successful marketing tactics used by Downton Abbey. Utilizing social media and multiple distribution channels is a great way to expand the target market and increase viewership, but it's not enough. By using tools like Google Analytics and Adwords, businesses can gain valuable insights into their audience's behavior and preferences, as well as tailor their ads to target specific demographics or keywords. Augmented Reality (AR) can take this a step further by providing an interactive and immersive experience for potential customers.

 

Allow Product Visualization

 

For example, an MRO provider could create an AR app that allows customers to visualize how their products or services could improve their operations. By incorporating AR into their marketing strategy, MRO providers can generate more leads by providing a unique and engaging experience for potential customers.

 

Beauty Brand and Augmented Reality

Beauty Brand Augmented Reality App

 

As a beauty brand, competing against major players in the market can be a daunting task. But with the power of technology, there are opportunities to generate more brand uplift and recognition.

 

Create an Emotional Connection

 

Augmented Reality (AR) is one such technology that can be used to create an emotional and engaging experience for customers. By creating an AR app that allows customers to virtually try on products and experiment with different looks, the beauty brand can provide a unique and interactive experience that sets them apart from their competitors. The emotional connection that customers can develop with the brand through this technology is unparalleled, leading to increased brand recognition and loyalty. By utilizing the power of AR, the beauty brand can take their marketing strategy to the next level and stand out in a crowded market.

 

Email Lead Nurturing

Email lead nurturing is a crucial aspect of digital marketing that involves sending targeted and personalized emails to potential customers to build relationships and guide them through the sales funnel. By using tools like Hubspot's Enterprise Marketing Suite, businesses can create and automate email campaigns that are tailored to specific audiences based on their preferences and behaviors.

 

Increased Engagement Rates

 

This can lead to increased engagement, higher conversion rates, and ultimately, more sales. In combination with other marketing tactics like social media marketing and SEO, email lead nurturing can greatly benefit businesses by providing a more holistic approach to reaching and converting potential customers. Hubspot's platform makes it easy to track and analyze email performance, allowing businesses to continually optimize their email campaigns for maximum impact. With the right email lead nurturing strategy, businesses can build lasting relationships with their audience and achieve greater success and growth.

Dedicated Landing Pages

In order to fully optimize your marketing strategy, it's important to utilize a variety of tactics, including search engine optimization (SEO) and email lead nurturing.

 

Always Be Analyzing

 

By using tools like Google Analytics and Adwords, businesses can gain valuable insights into their audience's behavior and preferences, as well as tailor their ads to target specific demographics or keywords. Additionally, email lead nurturing involves sending targeted and personalized emails to potential customers to build relationships and guide them through the sales funnel.

 

Responsive Landing Pages

 

However, to truly maximize the effectiveness of these tactics, businesses should also consider using dedicated landing pages. A dedicated landing page is a web page that is specifically designed to convert visitors into leads or customers. It must be mobile responsive, as well highly optimized for conversions, regardless of the device a user is viewing it on.  By creating a landing page that is tailored to a specific marketing campaign or offer, businesses can increase their conversion rates and ultimately achieve greater success and growth.

 

Content Marketing

When it comes to creating a successful inbound marketing strategy, landing pages, email, and content offerings all play a vital role. Landing pages are essential for guiding potential customers through the sales funnel and converting them into leads or customers.

 

Funnel Measurement

 

By using tools like Google Analytics and Adwords as part of measuring and improving your marketing funnel, businesses can gain insights into their audience's behavior and preferences, allowing them to tailor their landing pages for maximum impact. Email is another key component of inbound marketing, as it allows businesses to build relationships with potential customers and guide them through the sales funnel.

 

Hubspot Makes it Easier

 

By using tools like Hubspot's Enterprise Marketing Suite, businesses can create and automate targeted email campaigns that are personalized to their audience's preferences and behaviors. Finally, content offerings, such as blog posts, eBooks, and webinars, are essential for attracting potential customers and providing them with valuable information. By creating high-quality content that is tailored to their audience's interests and needs, businesses can establish themselves as thought leaders in their industry and build trust with potential customers. By utilizing landing pages, email, and content offerings as part of their inbound marketing strategy, businesses can achieve greater success and growth.

 

User Generated Content - UGC

User Generated Content (UGC) refers to any content that is created by users of a website or social media platform, rather than by the brand itself. For example, a fan of Downton Abbey might create a fan art or cosplay video, and share it on social media, allowing others to engage with the brand in a more personal way. This type of content can be incredibly effective for promoting a product or service, as it allows potential customers to see real-life examples of how others are using or enjoying the product.

 

Integrated Content Marketing Plan

 

In an integrated content marketing plan, UGC can be used to promote Downton Abbey by encouraging fans to share their experiences and opinions on social media, and by hosting contests or giveaways that encourage fans to create and share their own content. By incorporating UGC into their marketing strategy, Downton Abbey can create a more engaged and loyal fan base, and ultimately achieve greater success and growth.

 

Use Press Releases to Amplify Reach

 

Press releases are a powerful tool that businesses can use to amplify their reach and increase brand awareness. A press release is a written statement that is distributed to various media outlets, such as newspapers, magazines, and online publications. They are typically used to announce a new product or service, a business milestone, or a significant event.

 

Reach a Wider Audience

 

By distributing a press release, businesses can reach a wider audience and generate buzz around their brand. Press releases can play an important role in a successful marketing campaign by providing a way to communicate directly with journalists and influencers in the industry. They are particularly effective when used in conjunction with other marketing tactics, such as social media and email marketing. By crafting a well-written and compelling press release, businesses can effectively promote their brand and achieve greater success and growth.

 

Many Social Media Platforms

Social media platforms are online tools that allow individuals and businesses to create and share content with a wide audience. They play a crucial role in inbound marketing by providing an opportunity to engage with potential customers and promote products or services. By utilizing social media platforms like Facebook, Twitter, and LinkedIn, businesses can share press releases and other content to a wider audience, increasing brand awareness and generating buzz. Additionally, social media platforms can be used to gather insights into audience behavior and preferences, allowing businesses to tailor their marketing campaigns for maximum impact. By incorporating social media into their inbound marketing strategy, businesses can achieve greater success and growth.

Influencer Marketing

Influencer Marketing

 

Influencer marketing is another effective way to achieve your business goals through social media platforms. Influencer marketing involves partnering with individuals who have a large following on social media, and who may have a significant impact on their followers' purchasing decisions.

 

Collaborate and Graduate

 

By collaborating with influencers who are relevant to their industry, businesses can reach a wider audience and generate buzz around their brand. Influencers can help promote products or services by creating sponsored content or by simply sharing their experiences with their followers. This can lead to increased brand awareness, credibility, and ultimately, more sales. By incorporating influencer marketing into their social media strategy, businesses can achieve greater success and growth in today's digital landscape.

Mix Outbound with Inbound Marketing

 

When it comes to building brand awareness, it's important to have a well-rounded marketing strategy that incorporates both inbound and outbound tactics. An outbound marketing strategy involves actively reaching out to potential customers through channels like advertising and direct mail. In contrast, a purely inbound marketing strategy focuses on attracting customers through content marketing and search engine optimization. By using both strategies together, businesses can reach a wider audience and generate more leads. For example, to build brand awareness for Downton Abbey, the marketing team could utilize social media platforms like Facebook and Twitter to share press releases and other content, while also hosting contests and giveaways to encourage user-generated content. By combining outbound and inbound marketing tactics, Downton Abbey can establish itself as a thought leader in the industry and generate more engagement and loyalty from its fan base.

How Marketing Automation Helps

Marketing automation is a powerful tool that can help businesses automate all of their digital marketing strategies. By using tools like Hubspot's Enterprise Marketing Suite, businesses can create and automate targeted email campaigns that are personalized to their audience's preferences and behaviors. Additionally, marketing automation can help businesses track and analyze their email performance, allowing them to continually optimize their email campaigns for maximum impact. This, in combination with other marketing tactics like social media marketing and SEO, can greatly benefit businesses by providing a more holistic approach to reaching and converting potential customers. By utilizing marketing automation, businesses can achieve greater success and growth in today's digital landscape.

Tailor Your Marketing Campaigns

 

This further proves that tailoring a marketing campaign through various platforms to properly promote a product or service is not only crucial but a necessity in the current business world.

 

To fully harness the power of SEO and cross-channel marketing, don't forget to download our comprehensive 10 Step Guide to Cross-Channel Marketing Success. Simply click on the link below and discover how to expertly plan and execute a highly effective cross-channel marketing strategy that delivers results.

 

10 Step Guide to Cross-Channel  Marketing Success 

 

Until next time…

 

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Please Leave Us a Comment!

 

We hope you enjoyed reading about the various marketing strategies that businesses can utilize to achieve greater success and growth. We value your input and would love to hear your thoughts on the key points discussed in this blog. Did you find the concept of user-generated content interesting? Or perhaps you learned something new about the power of influencer marketing? Let us know in the comments below. Additionally, if there are any other topics related to marketing that you would like us to cover, please don't hesitate to share your suggestions. We appreciate your engagement and look forward to hearing from you!

 

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Cristina Keleshian

Cristina is an Inbound Marketing expert with international experience in a variety of industries

View All Articles by Cristina Keleshian

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