What is FEE’s digital marketing strategy?

FEE’s mission is ultimately one of marketing.  FEE does not do basic research or write academic treatises.  We do not contribute to academic journals or conduct economic research.  The intellectual foundation in support of a free society and sound economic principles is well established and our partner organizations do a great job of building on it.  FEE’s mission is to popularize a set of ideas: the values of a free market and individual liberty.  We must make effective marketing a core competency of FEE.

Strategy

Our marketing strategy has three elements:

1. Create great content that engages, informs, persuades, and delights users.
2. Distribute our content using the platforms that young people use.
3. Accelerate our audience’s engagement with the liberty movement by promoting events, online courses, and program partners.

Core Competencies

In order to further this mission, FEE is developing a world-class technology and marketing platform based on the practices and tools used by top marketing agencies:

Inbound marketing: we leverage our vast catalog of articles, books, and media in new formats to draw audiences to our site and create more opportunities to create customers.  We have developed the capability for cost-effective social media advertising that pushes our content to audiences proven to best respond to our message.

Marketing automation: using tools such as HubSpot, we are building an automated conversion funnel, which automates personalized messaging workflows.  We infer our visitor’s goals based on their behavior, then send them personalized messaging.  For example, we capture visitors who are interested in events but have not applied, and keep them up informed about our programs.

Targeted messaging with data science: tools such as Parse.ly analyze all our content as well as the behavior of visitors to FEE.org.  We use data science analysis to create a personalized experience for each visitor to FEE.org.  Additionally, our editors see real-time feedback on how their content performs with each audience.

The goal of FEE’s marketing efforts is to be the most effective advocate of liberty ideas in the world, offer a compelling alternative to anti-market orthodoxy, and develop effective pathways to a deeper and life long commitment to the liberty movement.