WHY IS COUPON MARKETING VERY PROMISING? Let’s analyze what coupon marketing can do based on facts reflected by industry surveys: A growing number of businesses are realizing the marketing potential of distributing coupons to easily attract sales leads and access new markets. In fact, user adoption of coupons in 2012 considerably increased compared to the previous year. Registered users increased by 74% while ‘offers acquired’ and ‘offers redeemed’ also posted significant increases of 77% and 97%, respectively.

1. Coupon Marketing – Bridging the Gap between Content and
Leads/Sales for your Online Marketing
by Paul Stinemetz
In my consulting sessions with our online marketing agency partners and consultants, as well as our elite
affiliate partners, they tell me that they are usually met with questions from their clients about how
online marketing, inbound marketing, or content marketing can help them with the acquisition of new
customers, repeat business, as well as growing brand loyalty, driving referrals, revenue and profits.
Well, high-quality, original, keyword-optimized content created for the search engines can attain
rankings and thus drive traffic… but will it convert that traffic into $$$? The problem is most content
lacks engagement with the user. High quality, original, keyword-optimized and engaging content,
created for the target audience, driving attention to their products and services will ensure the traffic
has the highest potential to turn into $$$. Throughout marketing history there has been a certain type of
content writing that can always grab a reader’s attention and spike their interest to the point of pulling
out their wallet with enthusiasm.
THE GAP BETWEEN CONTENT MARKETING AND ACTUAL LEADS & SALES
GENERATION
We need not just the kind of content that drives traffic, but content that directly addresses lead
generation and sales. Content must provide value to the target audience/market but it must also be
marketing and sales driven.
For example lawyers, accountants, restaurant owners, fashion boutique owners, etc. are not really in the
business of publishing content, they are in the business of getting clients, loyal customers and providing
a service to them.
How do you bridge the gap between content and sales?
Well, I snagged a marketing classic and integrated it in our SEO strategy to go with our new SEO
service packages. Coupon marketing is not a new concept. It has existed since businesses came up with
this marketing tool—a sales promotion, to attract new customers and retain existing ones.
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net

2. The first ticket or coupon was believed to be given away by Coca-Cola. This coupon above was said to
be first distributed in 1888 to promote the drink.
“Coca-Cola’s generosity was generously rewarded: In its first year, the company sold, on average, nine
glasses a day. By 1913, Coca-Cola had redeemed 8.5 million “free drink” coupons. Today it’s one of
the world’s most recognized brands, with a market cap over $1 billion. And the coupon itself has made
a smooth transition to the 21st century…” Source: Wired.com
Coupon marketing is one element that can bridge the gap between “just written content” and content that
converts to sales. Right now, our marketing services, SEO and Local Buzz, heavily integrate promotions
including coupon marketing.
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net

3. Let’s visualize what coupon marketing can do:
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net

4. WITHOUT Coupon Marketing
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net

5. WITH Coupon Marketing
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net

6. OPTIMIZED Coupon Marketing
Straight forward enough?
Your potential customers all have the motivation to click and visit your website, read the content to learn
more about your products and services, and to contact you or make a purchase to take advantage of the
sales promotion through the coupon.
Coupons, vouchers, discounts, free consulting, buy one take one, rebates, cash refund, rewards, contests,
hot deals—whatever you call it, it is a sales promotion—and it will do just that—drive sales, when done
correctly.
INTEGRATING CONTENT WITH COUPON MARKETING
MarketingSherpa reported that according to their survey covering 1,530 online marketers—that Content
Creation is one of the most difficult to implement.
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net

7. MarketingSherpa Benchmark Report 2012 – SEO Edition
First, schedule and conceptualize topics around your products and services, the benefits to customers,
what makes these different, then come back around to focus on their coupons or sales promotions.
Promotions help us produce content that is valuable, useful, attractive and shareable.
In regards to link building, coupons are shareable among blog and social networks, giving your
promotion target pages high potential for voluntary backlinks—addressing the most difficult task of
External Link Building—as said in the survey.
WHY IS COUPON MARKETING VERY PROMISING?
Let’s analyze what coupon marketing can do based on facts reflected by industry surveys:
A growing number of businesses are realizing the marketing potential of distributing coupons to easily
attract sales leads and access new markets. In fact, user adoption of coupons in 2012 considerably
increased compared to the previous year. Registered users increased by 74% while ‘offers acquired’ and
‘offers redeemed’ also posted significant increases of 77% and 97%, respectively.
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net

8. This data is sourced from ComScore’s global panel of 2 million Internet users via behavioral tracking
and custom surveys – ComScore State of the U.S. Online Retail Economy in Q3 2012
Your clients should know that in the evaluation of digital shopping tools, digital coupons and ‘deal of
the day’ sites were among those listed as most preferred with 49% agreeing that digital coupons “save
me money”. Compared to 2010, consumers are increasingly comfortable receiving coupons online;
nearly 1 in 3 respondents or 32% stated their preference for online coupons over another promotional
offer format.
Further, among the key findings in a Forrester study in the UK on the direct and indirect value that
online voucher or coupon codes deliver to advertisers were:
• Improvement of conversion rates
• Improvement brand loyalty and reputation
• Driving customer referrals
• Better chances of customers buying again on their next visit at full price
• Driving incremental business in terms of both driving higher overall customer spending
and attracting new buyers
Coupon marketing reinforces a brand image and reputation with:
• Driving new trial and brand switch
• 76% will try a new brand if they receive an online coupon code
• 68% are likely to switch brands if they receive an online coupon code
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net

9. Reduction of shopping cart abandonment:
• 63% are likely to consider purchasing a product in their shopping basket, they did not buy, if
they received an online coupon code
Coupon marketing often finalizes a deal:
• 65% said online Coupon codes help finalize decisions for undecided buyers
Offering online coupon codes reinforces a brand’s image and reputation:
• 66% said online coupon codes improve a company’s image
• 76% said they have a positive feeling toward a company that offers online coupon codes
Online coupon codes bolster brand loyalty:
• 71% said they are likely to be loyal to a brand that offers online coupon codes
Offering online coupon codes drives customer referral:
• 83% are likely to tell a friend about a company that uses online coupon codes
Offering online coupon codes encourages future full-price purchases (coupon code users more
than 6 per year):
• 48% likely
Active coupon code users spend more online:
Source: Forrester Consulting on behalf of VoucherCodes.co.uk – Feb 2012
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net

10. Those who expect to use more coupon codes in the next 12 months will spend more online:
Source: Forrester Consulting on behalf of VoucherCodes.co.uk – Feb 2012
Coupon marketing is not new. It is a proven profitable marketing tool that not only drives leads and
sales but also builds brands.
Remember Coca-Cola? It started out as a local business in 1886 and they gave away coupons for free
drinks. Today, they are one of the world’s largest brands. Imagine the possibilities!
Source: Coca-Cola.com
Inquiries: Richard Sink, Founder of Critical Connections
P: (949) 226-9844 E: rsink@critical-connections.net