How I Marketed Stupid Raisins
“Tell people what you want them to achieve, then give them the tools to accomplish it.” – Bryce Ward 1/5/2022
From early 2020 to late 2021, I worked at Stupid Raisins as their Operations Deputy, and during those two years, I learned everything I could about digital marketing. Under the founder Dylan’s guidance, I transformed our social media accounts into a working system that brings in new customers and revenue for Stupid Raisins. Let’s look at the marketing strategy I put together for Stupid Raisins that is still being used to this day.
Let’s start with the primary goal. For Stupid Raisins, that was expanding their email list of customers. This way, the company had direct contact with customers, which gives Stupid Raisins a more exact time promoting sales or new products. So how did we find video editors needing Final Cut Pro plugins? The answer is YouTube.
For new or experienced video editors, YouTube is the go-to resource for learning how to use Final Cut Pro. With that in mind, I looked up the most commonly searched questions and narrowed them down to questions with at least ten views a month. Why, you may ask? Because other creators had already made videos on those questions. Stupid Raisins needed to capitalize on questions left unanswered. This way, we can grow Stupid Raisin’s following on YouTube and then expand into more competitive topics. As for the videos themselves, we had two objectives. To educate our viewers on how to use Final Cut Pro making Stupid Raisins a trustworthy source of information and convincing viewers to watch more of Stupid Raisin’s tutorials.
Then as a reward for watching our videos, viewers would be offered a free package of Stupid Raisin plugins to jumpstart them on their video editing projects. Viewers who accepted the free plugins gave us their email addresses, and in turn, we would email them about upcoming sales and product releases. And for viewers who joined the email list and liked what they saw in the free plugin pack ended up purchasing more plugins during the product launches and sales.
So what about Facebook? How does Facebook fit in? Do Stupid Raisins post their videos on Facebook with the same goal as YouTube? Not exactly. With Facebook, the goal is different because Facebook wants companies to pay to promote when it comes to content. With YouTube, you can make one video, and that video will continue to gain views over time as YouTube will earn money from ads placed on the video. However, they make money by promoting content instead of placing ads on existing content like Youtube when it comes to Facebook. The same case can be said for Twitter, Instagram, and other social media platforms. The goal for Stupid Raisins had to change on Facebook, so we created a private group called Raisin Haters. Raisin Haters is a community of every FCP video editor who has purchased Stupid Raisin’s plugins. The community allows editors to share their projects and ask questions. Plus, Stupid Raisins now has a source of content to show off in their weekly email newsletter.
Hey, thank you for reading this week’s post! I learned a lot about marketing and running an online business at Stupid Raisins. In 2022 I plan on starting my own online stores using what I learned. However, in the meantime, if you require help with getting your digital marketing off the ground for your small business, then let me know!