One of the central tenets of a SHIFT program is to move quickly to exploit external events. Particularly in the social sphere, every meme might be an opportunity. That’s the essence of real-time marketing. So when the 2012 presidential election results came in, our H&R Block team was ready with an infographic about how President Obama’s victory might impact tax policy.
In our quest for speed, the first placement for the infographic was on H&R Block’s own BlockTalk blog, in a post we syndicated to mainstream media sites like CNN.com, USAToday.com, etc. But we also performed traditional media outreach and got a great hit for the same piece of content at BusinessInsider, a highly popular business news site. With that coverage in hand we again turned to paid syndication to ensure maximum breadth.
Our efforts for H&R Block’s infographic paid off big time. Over 17M total impressions led to 58,500 clickthroughs (a Click-Through Rate of 46 percent!), and 2,600 Facebook shares.