A new company developed a sophisticated website to act as a clearinghouse to match aircraft owners to avionics repair shops to upgrade aircraft navigation equipment to conform to a government mandate. Mintaka Marcom created an autoresponder e-mail series to educate prospective customers and persuade them to register for the service.
Content Marketing Challenge
Mintaka Marcom’s client had the challenge of offering a new service to a large market that was only slowly coming to understand the need for upgrading their aircraft as a result of a government mandate. The challenge was twofold: to educate the customer about the increasing urgency of upgrading their aircraft, and to explain the benefits of our client’s website and its role in helping aircraft owners find an avionics shop to do the upgrade. Our client already had SEO-optimized content on their website, but they did not have a way to keep in contact with those interested in the service.
We created a series of follow-up emails sent to prospects who filled out a web form on a landing page. Our background research for the project included developing an understanding of a target audience that included private airplane owners and small aviation companies. Once the key marketing message was developed, we created a series of five emails in the voice of the founder of our client’s company to retain an authentic style, to connect with the reader, and to urge them to register for the service.