Aims of campaign
Primary Goal: Establish iProov as the leader of a new category
I wrote Biometric Authentication for Dummies and set up the campaign so that we could rapidly establish iProov as the leader in biometric authentication. It was visually very powerful – our ad graphics and social media imagery featured the book cover and simple messaging to quickly establish that a) iProov = biometric authentication and b) iProov was the credible authority in this emerging area, leveraging the Dummies brand for that purpose.
Secondary Goal 1: Generate top of funnel leads
The leader in any new category must build a marketing database and funnel by educating the market on the problem. Converting those interested parties to sales then comes afterwards. Biometric Authentication for Dummies was a highly valuable asset for anyone wanting to understand the main uses and benefits of biometrics for authentication. With 50+ pages and easy-to-digest chapters covering everything from Security to Privacy to User Experience, it generated thousands of leads, mainly through promotion on paid social and paid media.
Secondary Goal 2: Create reusable content for blog posts, SEO, nurtures and other activity
The book included 7 chapters: The Need for Authentication, The Benefits of Biometrics, Securing Biometric Systems, Protecting Privacy, The Value of User Experience, Understanding Certifications, and 10 Considerations When Choosing a Biometrics Vendor. We were able to repurpose these chapters for blog posts – the 10 Considerations for Choosing a Biometrics Vendor was particularly popular.
Secondary Goal 3: Educate on objections
The guide was also designed to help with objection-handling. Face biometric authentication for banking and government was still emerging as an idea and we needed to define the terms as well as address questions from privacy to user experience to security.