How To Make $1.8 Million With $4,500 of Content Marketing

Roman Kniahynyckyj

Dollar ShaveThis is no Christmas miracle, fellow inbound marketing elves. It's the honest to goodness truth. It's a tale of excellent, humorous content that addressed a consumer pain point while going viral. It's the story of a dollar and a dream.

Dollar Shave Club, which mails razor blades to your door, produced a campy viral video that gained them 25,000 customers a week after posting the video. That's a pretty good ROI on a video that cost $4,500 to make. Naturally, not all videos can go viral or are even created with the hopes of going viral. If you are,however, looking to craft a video that shares your story with millions, it's useful consider what Dollar Shave Club did well:

They showed a better way - have you priced razor blade replacement cartridges lately? They're not cheap, they have needless "space-age" technology, and you have to remember to regularly buy them. There is a better way, right? Of course there is. For anywhere between $3 to $9 dollars a month, Dollar Shave club will mail you quality razors. You never have to worry about buying blades again and you will always have sharp blades. It's SaaS - Shaving as a Service, if you will. Never underestimate actually solving a problem for consumers and finding a better (and less expensive) way for them to do things.

They got to the point - Dollar Shave Club's video was a minute and a half long. They shared their value proposition quickly. No need to waste a consumer's time. Tell them what you're offering and why it's better or different than your competitor. If you can't do that - then maybe you have a crappy product. Don't kid yourself or your potential customers.

They were funny and unexpected -  A bear, a curse word, and a machete all played a part in a video for razor blades. Just because your company offers accounting software doesn't mean you can't use kittens, babies, or donkeys to tell a valuable story.

They made money, lots of money - if the 25,000 customers Dollar Shave Club attracted the week after their video went viral signed up to receive their mid-range razors ($6 per month) that would equate to $1.8 million of revenue for those customers over the course of a year. All from a $4,500 video. And Dollar Shave Club can nurture that customer relationship every month when they send out their blades.

Even if your goal isn't to create a viral video, there are some valuable lessons to be learned from Dollar Shave Club's video approach.

Inbound Marketing

Roman Kniahynyckyj

Posted By: Roman Kniahynyckyj

Roman has been helping clients develop and implement revenue enhancing inbound marketing strategies since 2009. Roman likes sunsets, long walks on the beach and cute puppies. Who doesn't like cute puppies, right?