Netflix’s Nearly Flawless Marketing Strategy – How Can You Apply It?
Netflix was founded in 1997 as a DVD rental service. You could order a movie to watch at home and receive it through the mail. The company could easily have gone the same way as competitors like Blockbuster, but the Netflix marketing efforts were based on innovation and embracing new technology.
Now it’s the single biggest streaming platform in the world. What does this streaming giant do differently?
Table of contents
- The Netflix Streaming Platform Story
- Unique Marketing Efforts
- Netflix Also Made Mistakes
- Can You Have Your Own Netflix Marketing Strategy?
The Netflix Streaming Platform Story
When Marc Randolph and Reed Hastings started Netflix, it was a traditional DVD sales and rental company. Even then, there was something different to the marketing strategies that this company used.
From the very beginning, they based their model around innovation. Netflix was the first online DVD rental that operated through the U.S. Postal Services. In the year 2000, Netlfix introduced an advanced algorithm to predict user choices.
This allowed the platform to provide accurate suggestions to their users, something they still do today.
In the mid-2000s, the company could start streaming movies as the bandwidth and internet cost improved. The team had been planning this for many years and waited for technology to catch up.
From there, the company started showing original content through its online streaming service. The platform now has almost 200 million paid subscribers and operates globally.
Since Netflix is an entertainment business, they have to deliver content that is relevant and popular. Considering the service operates in different countries, that means original content that will speak to each target audience individually.
Unique Marketing Efforts
You can see from the Netflix story that they’ve always had innovation at the core of their services. It’s no wonder that the company uses digital marketing at its core.
Netflix’s marketing strategy is based on the modern marketing approach, which means that the service involves various channels and focuses on the customer experience.
To have effective contact with users, marketing strategies include constant feedback and analysis to ensure that they have the right metrics. The marketing is completely data-driven.
The Netflix team also ensures that they use integration across various channels and social media platforms. They even use traditional marketing channels in their mix, like email marketing, in a unique and effective manner.
With social distancing being implemented in many places around the world, Netflix jumped at the opportunity to expand, knowing if people are stuck at home, they’ll need something to watch.
Netflix changed its pricing plans in some areas, offer original Netflix shows, and made sure they had quality content across the board.
Modern Marketing Alone is Not Enough
Many companies follow this same approach but haven’t gained quite the same level of success as Netflix. That’s because marketing goes hand-in-hand with the product on offer.
While Netflix is a streaming platform, the team recognised early on that they won’t be able to compete in the market by just streaming high-quality movies.
A large portion of the company’s success comes from its original content, something that other competitors struggle with.
Netflix was able to build relationships with big names in entertainment, even Academy Awards nominees and winners, to authentic content for the streaming services in the form of Netflix Originals, which are both original movies and shows.
The fact that Netflix can deliver content that’s original allows the company to reach more users with their movies and series, giving Netflix a clear competitive edge.
The algorithm that Netflix uses looks at your viewing history and suggests movies and shows to watch that are similar to your interests. This is just another way that Netflix gains a competitive advantage.
The key takeaway is that your company has to be innovative and find ways to stand out above its competitors. Your marketing should be a combination of a strategic and creative approach.
Adding value to your customers in a unique way will allow your business to grow exponentially. Your team members should come up with new ideas on how to get your business to stand out.
Netflix decided to build alliances with Apple, Android, Microsoft, Samsung, LG, Sony, Xiaomi, and other companies to ensure that users can access their services easily, regardless of which brand smart TV, phone, or tablet the user has.
A user doesn’t need to get a single TV to access the content. This is another value-add to the customers.
Delivering your product to your customer is an essential part of your success. You should ensure that customers have easy access to your product, regardless of where they are.
Social Media Platforms
There’s no doubt about it, in the age of social media and entertainment at our fingertips, a company has to be different. Humor attracts people to a brand more than ever and has shown to be the most engaging form of marketing if done correctly.
While it may not seem like it, the marketing on social media is strategically focused tocreate engagement.
Netflix’s marketing strategy includes engagement on different social media platforms, where they encourage interaction from their users by asking questions. Netflix’s posts are often funny, and this creates a brand image that suits the entertainment business.
On Netflix’s Twitter account, you’ll see funny tweets and they often create polls. For instance, when season two of Stranger Things became a conversation point for many users, Netflix created a poll on their account to ask if they should make a third season.
Not only did this give them user interaction, but it also offered some user data. They use their Twitter more like a meme account and regularly share funny memes.
There are casual discussions on Netflix’s Facebook page, and they often share memes here. They often ask engaging questions.
Not only does this create brand awareness for new users, when they encourage interaction, but their name is also in people’s minds.
Instagram and Snapchat
Netflix saw that filters became popular, especially among teens, on Instagram and Snapchat. They made a partnership with these companies and created filters specific to their brand.
Authentic Content in Streaming Services
The way the company interacts shows us that Netflix believes in being authentic and using this authenticity to communicate to their users.
Instead of being formal, Netflix decided to communicate like a fan, to other fans.
The key takeaways from social media engagement are to be true to your brand and talk to your customers.
Instead of following overly formal, outdated protocols for marketing communication, be authentic. Make the most of your social media following.
Emails are part of a traditional marketing channel. Many companies use this channel, often in the form of a newsletter sign-up. The click-through rate on emails depends on how you use it. Netflix uses marketing emails in a clever way.
Instead of sending out mass, generic content, their algorithm can send original content to every user. They create interesting subject lines to encourage you to open the email, and the content is unique to you.
They also have the CTA button strategically placed, with a clear call to action, which increases the Click-Through Conversion Rate.
The design of the emails is clean and modern, made in HTML. They often run segmented campaigns to improve their targeting.
Netflix Also Made Mistakes
When looking at the success that Netflix has achieved, it’s easy to assume that it’s been smooth sailing. However, the company has made their fair share of mistakes, and have controversies behind their name.
The key takeaways from the mistakes that you make are to apologize and learn from them. Adjust your marketing strategies according to the feedback you get.
When Netflix apologized for their controversial mistakes, they created even more engagement from their users. Amidst controversy and price increases, the platform grew, with many new users opening accounts.
Can You Have Your Own Netflix Marketing Strategy?
Because of the sheer volume of subscribers to Netflix, the wide user base lets you think that the company has deep pockets and the level of advertising they do isn’t attainable for smaller businesses. While this is true in certain aspects, in others it’s not.
The key is to be smart about your marekting strategies. You need to stay relevant to your audience and communicate with them in a personalized manner.
Your budget doesn’t have to be gigantic to get the same level of engagement from your customers. If you use social media correctly, and you focus on your customer experience through digital marketing, you can achieve similar results.
In the extremely competitive environment businesses operate in, it’s becoming more and more important to use marketing tactics in a smart, fun, and unique way. If you think your team isn’t up to the challenge, you can get the service of an agency in your area such as a digital marketing agency in Melbourne.
Netflix offers a unique insight into how you can be smart about your branding and advertising. To see successful growth and longevity in your company, you have to focus your strategies creatively to keep up with new trends and demands.