Using the Blue Ocean Strategy to promote WA

byDurhamDave

3.9K followers

Updated 1 month ago

Marketing Campaign Outline for Wealthy Affiliate Using the Blue Ocean Strategy.

When you’re in a crowded market, sometimes the best strategy is to make your own wave rather than paddling in someone else’s surf. That’s where the “Blue Ocean Strategy” comes in—it’s about finding that open space where the competition isn’t.

For Wealthy Affiliate, that means tapping into new customer segments that haven’t yet been drawn to the platform and differentiating our offering in a way that makes us a category of one.

Here’s how I’d set the campaign up to create that uncontested space, identifying fresh customer segments and offering them a distinct value that only we can provide.

1. Identifying New, Untapped Customer Segments

To kick things off, we need to look beyond the typical affiliate marketers and online business enthusiasts who are already familiar with Wealthy Affiliate. We’ll be looking for people who haven’t yet realised they can benefit from what we offer.

Potential New Segments

• Freelancers Looking to Build Passive Income:

Freelancers know the pressure of chasing clients and deadlines. Many are looking for ways to diversify income streams, but they’re not always sure how. We can position Wealthy Affiliate as a gateway to creating a passive income that supplements their freelance work.

• Corporate Professionals Seeking Side Hustles:

With economic uncertainty, many salaried employees are interested in building an additional income stream. However, they often shy away from affiliate marketing, either because they think it’s too techy or they’re unaware of the real potential.

• Retirees and Early Retirees:

With time on their hands but maybe not enough savings, many retirees are looking to stay active while boosting their income. Wealthy Affiliate could be marketed as a fun and rewarding way to stay engaged, learn new skills, and generate a steady side income.

• University Students Looking for Income Without a 9-to-5:

The younger crowd often prefers flexible, remote work. We could market Wealthy Affiliate as a skill-building, entrepreneurial alternative that doesn’t require them to work traditional part-time jobs.

Tactics for Identification and Engagement

• Audience Research:

Use tools like Google Trends, Facebook Audience Insights, and Twitter Advanced Search to identify the interests, behaviors, and pain points of these segments.

• Customer Interviews and Surveys:

Send out targeted surveys through LinkedIn, Reddit, and online forums to validate our hypotheses about these segments.

• Test Ads:

Run low-cost ads on Facebook and LinkedIn tailored to each segment, tracking engagement metrics to see which messages resonate most.

2. Crafting a Differentiated Value Proposition

To stand out, we need a value proposition that not only addresses these new audiences but also sets Wealthy Affiliate apart from its competitors in a big way.

Core Elements of Our Unique Value Proposition

• “Your Step-by-Step Path to Passive Income”:

For beginners and non-techy folks, the process of creating a profitable website can seem daunting. Emphasize our guided, step-by-step approach that takes them from zero to earning in a way that’s structured, supportive, and accessible.

• “Community Over Competition”:

Highlight the community aspect—one of Wealthy Affiliate’s strongest differentiators. Newcomers often feel isolated in the world of online business. Our supportive, mentorship-driven platform gives them the connections and confidence to keep moving forward.

• “Low-Risk, Low-Cost, High-Reward”:

Stress that unlike traditional businesses, there’s no massive upfront investment required to get started. For freelancers and students, this affordability combined with real income potential could be the clincher.

Messaging for Key Segments

• Freelancers:

“Turn Your Skills Into Passive Income—Start While You Freelance.”

• Corporate Professionals:

“Supplement Your Salary Without the 9-to-5 Stress.”

• Retirees:

“Stay Active, Earn Extra Income—Create Your Own Online Business with Wealthy Affiliate.”

• University Students:

“Build Income and Skills—No Boss, No Schedule.”

3. Specific Campaign Tactics

Once we’ve got our messaging nailed down, it’s time to put it into action. Here’s how I’d roll it out.

Content Marketing

Develop a series of blog posts, videos, and case studies highlighting successful stories from freelancers, corporate professionals, retirees, and students. Showcase how Wealthy Affiliate helped them create meaningful income streams.

Social Media Targeted Ads

Create ad campaigns specifically targeting the four segments on platforms where they spend time:

• Freelancers:

LinkedIn, Twitter, and freelance platforms like Upwork and Fiverr.

• Corporate Professionals:

LinkedIn, Facebook.

• Retirees:

Facebook, YouTube.

• University Students:

Instagram, TikTok.

Each ad set should have tailored messages and visuals that align with their lifestyles and goals.

Educational Webinars

Offer free webinars that break down affiliate marketing and online business in simple terms. Position these as “get started” sessions where each segment can learn how this platform works specifically for them.

Partnering with Influencers

Collaborate with influencers and micro-influencers in niche areas:

• Freelancers:

Collaborate with well-known freelancers who advocate for passive income.

• Corporate Professionals:

Partner with career coaches and personal finance influencers who focus on income diversification.

• Retirees:

Work with senior lifestyle bloggers.

• University Students:

Team up with YouTubers or Instagrammers who share college life or side-hustle tips.

4. Metrics to Measure Success

In any Blue Ocean effort, success isn’t always measured just by short-term gains. However, we’ll need some benchmarks to gauge if we’re truly carving out that uncontested space.

• Segment-Specific Lead Generation:

Track how many new leads are generated from each segment (freelancers, corporate professionals, retirees, students). Measure this through landing pages, form fills, and webinar sign-ups specific to each audience.

• Conversion Rate by Segment:

Track the conversion rates from lead to paid member for each segment. This will give us insight into how well our message resonates with each target audience.

• Customer Retention and Engagement:

Monitor how engaged these new members are by tracking their activity within the platform. High engagement indicates we’re providing real value and helping these groups build businesses they’re committed to.

• Organic Growth Through Word of Mouth:

If we’re truly onto something with these new segments, word-of-mouth referrals will rise. Track referral sources to measure growth in each segment, especially for retiree and corporate professional niches.

• Content Engagement Metrics:

Blog post reads, social media shares, and video watch times will tell us how well our content is resonating with each target audience. Higher engagement means our messaging is hitting the right pain points.

• Customer Feedback:

Encourage feedback from these segments through surveys and community discussions within Wealthy Affiliate. This will help us adjust and refine our value proposition as we go.

By building a campaign that carves out a Blue Ocean for Wealthy Affiliate, we’re not just reaching new customers.

We’re creating a tailored experience for those who might not have considered affiliate marketing before—and giving them a reason to stick around.

With this approach, we can redefine what it means to build a business online and make Wealthy Affiliate a brand that speaks to new audiences in a real, impactful way.