How We’d Promote Buffer: Where Social and the Real World Meet
If you’re online, you’ve obviously heard of social platforms like Facebook and Twitter. You’ve probably even heard of LinkedIn and Google+. These types of social networks are used by millions daily for personal and/or professional use.
However, Buffer may still be a new thing for you. But for the millions who currently use it, it has become something they can’t live without.
Buffer is a smarter way to share. An online tool that makes sharing the things you find on the Internet easier and more efficient across all of your social media accounts. Just fill up your buffer with the great things you find and Buffer will automatically post them throughout the day, on the schedule of your choosing.
With multiple accounts, team member access and detailed analytics, Buffer allows you to have a consistent presence for you and/or your business on every social network.
Because of its online nature, it only makes sense that the bulk of their promotion should be on the web. And founders Leo Widrich, Joel Gascoigne and the rest of the Buffer team have done an excellent job doing just that. Whether its through the great content on their blog, guest posting, consistent improvements to their product or the kind words of their loyal following, Buffer has grown immensely over the past few years.
Yet, there is a place, even for an online app, to grow in the real world with the use of promotional products. These types of tangible products have the same opportunity to bring in more referral traffic, new readers, and most importantly, customers that you may not have had the chance to capture otherwise.
Below are the items we would choose if we had the chance to promote Buffer.
Not very original…I know, but if the goal is to provide products that people want, promotional t-shirts would be a home run. Don’t take our word for it either, take a look at the tweet Leo sent out after he received a box of Buffer branded shirts.
This just arrived! 🙂 pic.twitter.com/wBATRbd49l
— Leo Widrich (@LeoWid) November 20, 2013
After posting this tweet, Leo was flooded by fans of Buffer who would love to show their support and be proud to wear a Buffer tee.
T-shirts would be a great way to get a lot of eyes on the Buffer logo. A t-shirt can generate over 2,000 impressions, or around 4,000 eyeballs. It’s an item that rarely gets tossed and kept for nearly 6 months. People tend to wear shirts that they have a favorable relationship with and are actually 38% more likely to bring in new business (source).
Because Buffer has such great community, I believe the shirts would be worn, Buffer would get talked about, and more people would be likely to try our their service, even if its on a trail basis.
Don’t think they would work? See how t-shirts brought in more revenue for this online company.
Promotional phone cases seem like a logical choice for a number of reasons.
- 71% of people access social media through their mobile device (source)
- 79% of people 18-44 have their phones with them for 22 hours/day (source)
- The majority of people who use Buffer are online 24/7, even when they are on the go
The simple fact that phone cases are useful, yet many don’t want to fork over the $10-20 it costs retail to protect their phone makes this giveaway a winner. While the Buffer logo may not be as attention grabbing on a phone case as it is on a t-shirt, phone cases will still get plenty of impressions due to the sheer number of times we use our phones on a daily basis.
The users of Buffer are grinders. They are up at dawn and work through the night on a consistent basis. People like that are typically big coffee drinkers. A cup of joe in the morning to kick start their day and/or some coffee at night to get them through those long hours staring at a computer screen.
Promotional coffee mugs would make a great thank you gift for paying customers as a reminder of how much Buffer knows their consumer base and cares about them. The branded mug would also be a quick refresher for people to keep their buffer full when the sleep deprivation kicks in.
One of Buffer’s most useful features is custom scheduling. This allows you to set specific post times to each of your social networks for optimal exposure. What better way to promote and keep current/potential customers organized and on schedule offline than with an old fashion day planner or organizer.
A terrific giveaway at conferences like MozCon, SMX, and Search Love that will put a very useful promotional item right in the hands of a very targeted demographic.
Going Offline to Get More Online Sales
Buffer is a social media tool that warrants the majority of their marketing and advertising to be online. However, as we covered above, a strictly online business doesn’t necessarily need to restrict themselves to online tactics to bring in new business.