Should radio be part of your business’s advertising strategy? What’s the right mix of media for your marketing plan? Today, there are more media options to choose from than ever before and getting a strong return on your marketing investment often depends on getting the media mix right. If you’re not sure how to determine what the right mix is, here are some factors that will help you decide where radio advertising and other marketing mediums best fit into your plan.
1. Radio Offers Mass Reach to Build Awareness
For years, research by The Nielsen Company has shown that radio is the number one reach medium in the country. The 2018 report is no different. Every week, more than 93% of Americans tune into AM/FM radio. That’s more than watch television, use smartphones, tablets or computers. And that’s just over-the-air listening, streaming of radio stations continues to grow online, on mobile apps and over home audio devices, such as Amazon’s Echo and Google Home.
Contrary to some perceptions, radio has been extremely resilient in the digital era. Even with the rise of digital platforms, radio has maintained a strong reach. TV, on the other hand, is eroding in the face of ‘cord-cutting’ among cable customers and increased use of on-demand streaming services such as Netflix and Amazon Prime.
So, if your business depends on reaching a large percentage of potential customers in your market area to build awareness, radio makes sense. And you’ll find that on a cost-per-reach basis, radio is among the most economical advertising platforms you can choose from.
In another Nielsen study, radio advertising resulted in a 64% increase in new customers for an auto aftermarket retailer. Why? Radio advertising won new customers for this retailer because it reached a large percentage of potential customers in the market and it delivered the advertiser’s message with high frequency. This resulted in increased brand awareness and an increased likelihood to buy—just the formula for winning new customers.
3. Radio Delivers a Strong Return on Investment (ROI)
Recently the Westwood One network had independent research conducted to analyze the return on investment of radio schedules in the consumer packaged goods category. In partnership with Nielsen Catalina Solutions, they connected radio ads exposure to purchase data from over 90 million households and found that the brand experienced an 8% sales lift and nearly a $12 return on every ad dollar spent. Again, this speaks to the effectiveness of radio advertising in reaching a wide swath of current and potential customers.
4. Combine Radio With Digital Marketing
Have you considered pairing your radio advertising with targeted digital advertising? Studies prove that radio advertising can increase website traffic as potential customers learn about the brand and want more information. And targeted digital ads can build on this momentum resulting in even better marketing results. Successful campaigns can include targeted digital display ads, Facebook ads and even paid search advertising. When the reach and frequency of a radio campaign is matched with the targeting power of digital, strong results have often followed.
Need Some Help?
DBC radio stations cover all of Delaware, much of Southeastern Pennsylvania, South Jersey and Eastern Maryland, reaching more than a half million listeners each week. Our formats are designed to reach various age ranges, allowing you to target your prime prospects by both geography and demographics. As a local advertiser, you can take advantage of the strong reach and effective delivery that DBC radio stations can bring to your marketing message. Contact us at the form below to learn more about DBC Media radio stations and reaching our passionate listeners.
“It is the leading generator of ROI over any other type of direct marketing and can be used for multiple use cases, including promotions, informational content, social sharing, relationship management and more,” said Seamas Egan, Manager of Revenue Operations for Campaigner, on email marketing.
The power of email marketing is undeniable. It’s one of the best tools on the market today for businesses that want to forge deeper connections with their clients and increase online sales. You know the statistics because, after all, that’s why you decided to invest in email marketing to begin with. But after the last few weeks, few months or few years, you might be wondering why you’re not getting the great results seen by everyone else in your industry. If this sounds like you, chances are you’ve made one or more of these common mistakes. Here’s a look at four ways you could be sabotaging your email marketing campaign and some steps you can take turn email marketing into your business’s strongest marketing strategy.
Your emails are going to spam
“To spam or not to spam?”…that is the question an email server asks every time a message enters its digital universe. And it decides on the fate of each message by looking at how other recipients have interacted with emails that originate from the same sender. So, if your business has been sending ineffective e-blasts to outdated email addresses, it’s likely that your emails are bypassing the inbox and landing directly in the spam box. Your business’s messages could also be landing in spam if you’re sending too many emails from the same server at the same time.
If you’ve been making any of these common mistakes, here are some steps you can take to get your emails out of spam and into your prospects’ inboxes:
- Delete all emails that generate error notices
- Only send to users who have given you permission
- Expand your list by adding new email addresses
- Revamp your content—make sure you’re always sending relevant, helpful information
- Use a quality tool schedule and deploy your e-blast campaigns from multiple servers
Your subject lines aren’t clear
While it’s always good practice to keep your copy concise and to the point, research by Return Path shows that there’s actually no correction between subject line length and open rate. So, what’s really preventing your emails from being read? It’s likely that users aren’t getting a clear picture of what’s inside your email. Business owners are sometimes so focused on the length of their subject line that they fail to write a subject that’s informative and compelling enough for consumers to open.
If you want your emails to pique the interest of your potential consumers, get to the point. Email users today don’t have time to read between the lines, they like subject lines that accurately describe what they’ll find inside. Here are some examples of good vs. bad subject lines:
- We’ve got something you might want to see
- Looking for spring clothing? Check out our sale this week!
- We’re offering a customer appreciation month discount
- Get $25 OFF your purchase of $50 – Today Only!
- Extended for a day! Get 50% OFF all spring accessories through Friday
- Your 50% off offer expires tomorrow, redeem online now!
You’re missing a call-to-action (CTA)
It might seem obvious that your business’s emails should tell consumers what you want their next move to be, but forgetting to include a call to action is more common than you might think. Before you hit send on your next email marketing campaign, always have another person proof your email for clarity, just like you would for grammar. An outsider reading your email should have no problem understanding why you’re contacting them and what you’re directing them to do. For example, if your email contains a coupon, you’ll want to explain what it’s for, if it can be used online and when it expires.
As you compose your next e-blast, look at your work from a consumer’s perspective. Ask yourself questions like:
- Does my email clearly explain its purpose?
- Does my email contain all necessary links?
- Is my email missing my website link, business address, phone number, etc.?
- Is my email confusing because it contains too many messages?
Your timing is off
If you haven’t identified with any of these mistakes, yet your email marketing campaigns are still struggling, your level of performance could be the result of poor timing. In recent years, various researchers have studied how consumers interact with emails on different days of the week and at different times throughout each day. As a result, we now have strong evidence to support the theory that timing does impact the success of your business’s email campaigns. One recent study by Propeller shows that consumers are most likely to open emails on Tuesdays at 10:00 am. However, it really does depend on who your clients are. The Propeller study goes on to show that there are three main groups with distinct email habits.
- B2C – consumers
- B2B – entrepreneurs and workaholics
- B2B – normal people
Here are some statistics from the Propeller study that shows how email open times differ between B2B and B2C organizations. As you review the data, determine which category best describes your consumers and consider making adjustments to your email timing if you’re not targeting consumers at peak engagement hours.
Practice makes perfect
Email marketing campaigns can be very profitable for businesses that find the right combination of timing and content for their individual consumer base. If you aren’t seeing results right away, don’t be discouraged. Most businesses go through several rounds of trial and error before they begin to see results. If you need help getting your business’s email marketing campaign back on track, the experts at DBC Interactive can help. We’ve partnered with businesses throughout Delaware, Pennsylvania and New Jersey to manage and drive new leads with email marketing campaigns. Here are several case studies that illustrate how our email marketing services have helped businesses large and small.
Interested in learning more about how we can help improve your business’s email marketing campaign? Contact us today to set up a free consultation.
If you’re throwing a New Year’s Eve party at your bar or restaurant, chances are you’ve already invested plenty of time and money into making your event the celebration of the year. You might not feel like putting the extra effort into marketing this late in the game, but if you want your event to be profitable, devoting some time and money towards event marketing will make all the difference. With so many options and so little time, you’ll need to prepare your strategy quickly. Luckily, our experts at DBC Interactive are here to help. Here are 4 tips to help you spread that word about your New Year’s Eve event before it’s too late.
Create awareness with radio
Radio ads are a great way to build brand awareness with locals who are looking for things to do on New Year’s Eve. According to a study by Edison Research, radio reaches 93 percent of the adult population weekly, making it possible for your bar or restaurant to quickly reach a large number local consumers in a cost-efficient manner. If you’re a Delaware, Maryland or Pennsylvania business owner, DBC Interactive can help you record and place radio ads that fit into your business’s budget. Try following these guidelines to get the most out of your radio advertising:
- Don’t talk to everyone – The best messages are specific. Narrow your audience by creating radio ads that appeal to a particular group of consumers on a specific occasion. For example, instead of saying “Delaware’s best Piano Bar” try “Ring in the New Year with exclusive musical performances, dancing and door prizes at the Piano Bar.”
- Include a call to action – If you want people to come to your bar or restaurant’s New Year’s Eve party, provide them with the next steps to do so. Do listeners need to purchase tickets online? Should listeners be prepared to pay a cover at the door? Providing some guidance to your listeners increases the likelihood that they’ll attend your event because they know what’s required of them.
- Don’t be shy – Great radio ads paint a picture in the minds of listeners of what they can expect to experience at your bar or restaurant’s event. To help spark the imagination of your radio listeners, don’t forget to provide details about your New Year’s Eve party, including theme, food specials, drink specials, music and anything else that sets your business apart from the competition.
Increase effectiveness with digital ads
Radio advertising is one of the best ways you can share your event with large, diverse groups of people. Some listeners may be interested, some may not, and some may be on the fence. To move these listeners further down your funnel, show them how great your party will be through digital advertising. Digital ads take audience targeting to a new level, helping you visually convey the perks of attending your event to locals who fall into the demographics you choose to target, including age, interests and location. Digital ads can also link to the website, social media site or landing page of your choice. This is your bar or restaurant’s opportunity to tell users everything you want them to know about your event. Don’t forget to include visuals, like photos and videos, that show-off the success of your past events.
Digital ads can be particularly helpful for bar and restaurant owners that sell New Year’s Eve event tickets online because they can be directly linked to e-commerce portals, making purchases easy for users and business owners alike. DBC Interactive can help you choose the right type of digital advertising to fit your needs. Here are a few types of digital ads to consider:
Attract social people with social media marketing
Want to get people excited about your New Year’s Eve party? Using social media to share photos and videos of your bar or restaurant’s recent events can help capture the attention of customers looking for a place to party on New Year’s Eve. If you’re struggling to figure out what to share on social media or how often to post, remember that quality beats quantity. It’s important to post consistently, but only if you’re sharing information that’s:
- Relevant to your audience
Make sure that your posts include photos and videos. Consider sharing images of last year’s event or sneak peek videos of what’s to come this year. DBC Interactive can help your bar or restaurant create and set up social media posts that capture the attention of your target demographic. Our experts have the capability to schedule your posts throughout the month, eliminating the need for daily check-ins.
Stay top of mind with email marketing
Email marketing is a powerful channel for bar and restaurant owners who are looking for ways to promote New Year’s Eve events. Business owners can purchase email lists or build them internally by collecting customer information. Creating your own email list is a little more work, but it does offer several advantages. First, creating your own list won’t cost you anything. Second, you’re reaching people who already know and like your bar or restaurant. Third, you know that the people on your list are interested in receiving updates about what’s happening at your business.
Purchasing an email list also has its advantages. Purchased lists will likely include emails for people who haven’t been to your bar or restaurant, in addition to those that have. Marketing to a mixture of current and new customers is a great way to create awareness and attract new customers to your upcoming event. If you don’t already have an email list, it’s not too late. DBC Interactive can you purchase an email list and create content that garners the attention locals who are looking to have a great time this New Years.
Put Your Event in the Spotlight!
Your bar or restaurant could appeal to thousands of people planning to hit the town on New Year’s Eve. If you need some help with your New Year’s Eve marketing, contact DBC Interactive today to schedule a free consultation. DBC Interactive will work with your budget to help you develop a marketing strategy that creates awareness about your bar or restaurant’s upcoming New Year’s Eve event.
More people are turning to the web to find healthcare information and practices and businesses they need. And why not? Search engines like Google, Yahoo, and Bing can make it easy for all kinds of people to locate all sorts of healthcare products and services. During these searches, people often form a first impression. They learn things like ”Which insurance carriers does your practice accept?” “What kind of reviews have previous patients left?” and “Does your practice conduct itself with high standards of integrity and ethics?”
Often, they get their first impression of your business before your website is even visited. First impressions may take shape as consumers subconsciously ask themselves:
- Are they ranked high on Google?
- Have I seen advertisements by them?
- Do I keep seeing their name?
- Does it seem like people like them?
Are you unsure of what kind of first impression your potential patients and customers might have of you based on these four questions? If so, it might be a good time to take a few minutes to look at your business from the eyes of a potential patient or customer. Google yourself. Take stock of your community outreach. Complete a self-assessment.
Evaluating oneself can sometimes be difficult, but it’s an essential step to improving your digital brand. Check out the solutions below from marketing experts at DBC Interactive and learn how you can improve your business’s first impression.
DIAGNOSIS: Your website’s search engine ranking is low
TREATMENT: Search Engine Optimization (SEO)
If your website is easy for search engines to read, search engines are more likely to rank your website higher in subsequent search results. Here are some tips that will help you optimize your website code:
- Make sure your website lists relevant keywords and phrases
- Include Alt tags on your photos
- Edit meta tags to ensure accessibility
Don’t panic if you have no idea what an “Alt tag” is; most people don’t. Optimizing a website is frequently an ongoing effort in an unfamiliar territory, which is why many business owners hire digital marketing consultants like DBC Interactive to manage their SEO efforts.
DIAGNOSIS: No digital ad presence
TREATMENT: Search Engine Marketing (SEM)
Your healthcare business is losing leads if you’re not marketing your services online. Search engine marketing, or SEM, is a quick way to drive traffic to your website, especially if your healthcare business appeals to a specific demographic. One of the most effective SEM techniques used to target specific audiences is called Dynamic PPC. Dynamic PPC, commonly referred to as “pay-per-click”, allows your healthcare practice to:
- Place paid ads around relevant searches
- Pay an amount for your ads that is based on the number of clicks to your site
- Have presence on search result pages without relying solely on the search engines to rank your website
DBCi has experts who can help you create a vibrant PPC program that drives the right people to your website.
DIAGNOSIS: You’re having difficulty keeping your healthcare practice top-of-mind with your patients and customers
Being at the top of the search engine results will certainly help bring consumers to your website, but retargeting will help you even more. Retargeting keeps your ads in front of potential patients and customers, even after they have left your website. A retargeting program can sending ads for days or even weeks after a website visit. Using retargeting, you can:
- Target display ads directly at potential patients or customers that have visited your website
- Send specific messages to potential patients based on their behavior
- Remind past website visitors that they should consult with you
Retargeting is one of the many digital products that fall under DBC Interactive’s menu of services. Whether you want digital, web, mobile or radio advertising, the media experts at DBC Interactive for are ready to help you build a media plan that delivers your best customers.
While Millennials have proven to be a marketing challenge for many industries, the beauty industry is booming. Millennials’ love of digital media and their strong desire to look their best in their selfies combine to fuel a bona fide beauty boom. The beauty industry, especially high-end beauty products and processes, has been growing steadily, according to research from The NPD Group.
And although digital media is responsible for increasing the desire to look great, when it comes to beauty products and processes, women of all ages prefer brick and mortar options. That’s great news for salons, beauty retailers and cosmetic enhancement providers across the Delaware Valley. Women still want to get beautiful the old-fashioned way – in person, feeling pampered, and interacting with real people.
How do you make sure women in Delaware, Maryland and Southern Pennsylvania find your business and buy your products? Online marketing is one of the most effective ways to reach this lucrative consumer.
Social Media Increase Brand Reach
Consider your social media channels, especially Instagram, as virtual shopping experiences. Show how great clients will look after using your products and services. Take shots of your products or feature new arrivals. Post photos of your cosmetics, hair products or accessories. Take selfies with customers or encourage customers to post their own selfies. Get even more reach for your posts with paid social media ad campaigns from DBCi. We can increase the reach of your best social media post tenfold, or we can create ads for you that will drive more beauty clients in your door.
SEO and SEM Boost Your Search Engine Presence
By now, most of us realize that potential beauty clients and customers start their searches online. They research products, read reviews and make purchases, often with just a few taps of a finger. They want to find good options fast. If you want to get in front of these people, you’ll need to spend time increasing your search engine ranking. In the marketing world, we call this process Search Engine Optimization, or SEO. DBCi helps businesses all over the Delaware Valley increase their search engine rankings. Unless you show up on the first page of a search, it’s unlikely that new prospects will ever see your business’s name.
Because first page placement is so important, and because even the best SEO sometimes takes months to fully integrate with search engines, we recommend that beauty businesses supplement SEO efforts with SEM, or Search Engine Marketing. DBCi can place paid ads for your business within search engines to ensure your business pops up sooner.
The Beauty of Email Marketing
Women of all ages appreciate getting relevant offers for products that they care about. Conversely, they hate getting spam. That’s why it’s so important to use a great email marketing team. Professionals can help you create effective emails with interactive features, and send those emails to highly targeted lists. Whether you’re a salon or a gym, a beauty retailer or a cosmetics services provider, when you follow best practices and use the right resources, email marketing can become one of the most effective tools in your marketing arsenal. DBCi is experienced in getting exceptional ROI using targeted, interactive emails. We know women of all ages respond to the right email messages .
Are you Ready to Grow Your Beauty Business?
Our team of experienced digital professionals offer a wide range of digital marketing tools that can help you find and convert more clients and customers. The beauty industry is growing. Make sure your business grows too. Contact us today to schedule a free consultation.
You can find endless articles and blogs that focus on how car dealerships with large marketing teams and budgets made digital marketing solutions work for them. While those case studies are interesting, maybe your store doesn’t have a limitless budget and all you really want are ideas that will move the needle for your business right now.
3 IDEAS YOU CAN IMPLEMENT THIS MONTH
That’s why we decided to focus this blog on three strong lead generation ideas developed just for auto dealerships that don’t take a lot of time, that don’t cost a lot of money, and that could be in place this month. Implement these ideas right away, and you’ll quickly discover how far you can stretch your marketing dollar.
IDEA #1: Geo-Fence the Country Club (or Other Prospects’ Locations)
If you’re a luxury or near-luxury brand, country clubs are still a vibrant place for local, affluent consumers to gather, and they offer a condensed audience of well-heeled, status-driven, consumers. However, most country clubs don’t offer on-site advertising. You can get around this with Geo-Fencing. Geo-Fencing allows you to geographically target mobile ads in a specific location. While members are on the club property, you can deliver ads to their smart phones that remind them that you have a great car, on the lot, ready to go. You can even tap into the exclusivity of club membership by including a special offer just for club members who act now.
Don’t have a luxury brand? Geo-Fencing can be targeted to precisely deliver mobile app and web site advertising wherever your prospects gather; the little league or minor league ballpark, events & festivals, resort areas, competitive brands and of course, your own location!
IDEA #2: Run a Limited Time Offer in a Facebook ad
Facebook ads are highly targeted and relatively affordable. You can create and run them in just a few days. Best of all, Facebook delivers these ads only to the precise audience you want to reach, regardless of when they log-in to their news feed. Run a limited-time-only offer that requires a dealer visit within a certain turnaround time to redeem. Track your campaign’s success by limiting this offer only to your Facebook campaign.
IDEA #3: Learn all About “Audience Extension” and How it Can Stretch your Dollars
Want to reach a very specific audience with your sales offers? Define your ideal prospect and deliver Web and mobile advertising to those prospects.Target families who live in a radius from your location, a group of prime zip codes, college educated, expressed interest in cars? Or maybe you want to test different offers to different audience segments in different zip codes? You can do this by delivering banner ads to the websites that these audiences visit through a digital advertising program called “audience extension.” It’s targeted, it’s local and it’s effective. Plus, you can even re target visitors to your web site and deliver ads and offers to those who have already shown an interest in your inventory or offers by visiting your Web site.
HOW TO MAKE IT EVEN EASIER
Now you have three great ideas that you can implement without a lot of time or money. And of course, if you want some help testing any of these offers, just click below and we’ll get you on the road quickly.
You have great food. Your restaurant looks good. And you finally got the back of the house into working order. All you’re missing are the crowds of hungry patrons. While the Delaware Valley has more than its fair share of outstanding eating options, not all restaurants are experiencing the same levels of success.
With so many great options available, diners in the Delaware Valley need more than word of mouth to convince them to choose your establishment. In this competitive marketplace, marketing and advertising can make the difference between busy kitchens and layoffs. Here are four tips to jump start foot traffic.
Awareness Marketing can Also be Targeted
You need to reach large numbers of people without paying a fortune. DBCi can develop an image-rich email for your restaurant and send it to the consumers in this area who will be most likely to appreciate your menu, your location and your price points. That means marketing news about your restaurant will only go to the people most likely to appreciate your offerings, and most likely to visit soon. You can measure the success of marketing efforts like this one by including an offer or a coupon
Use Mobile Location Technology to Market to Patrons Already Nearby
Did you know that restaurants are the most-searched industry on mobile devices? People are always looking for a good place to eat nearby. Geo-fencing is a digital advertising technique that sends ads to mobile phones near your location. This technology pinpoints users through their GPS-enabled smartphone and delivers your ads to patrons on their phone within a virtual perimeter that you set. That means that you can reach people with ads about your restaurant at a time when they’re already looking for a place to eat. It’s truly a win-win advertising solution.
Start Marketing With Videos
What’s better than beautiful photos of food? Professional videos of your location, your team and, of course, your gorgeous food. Use video to expand on your selling message, and use them in social media, on your website, on-site and as a part of a digital marketing campaign. DBC Interactive can help you create top-notch videos that romance your restaurant and make your food look fantastic.
Make Sure Your Website Is Responsive
Patrons are using more types of phones, tablets and laptops than ever, and each device shows digital sites in different ways. But regardless of what type of devices diners are using, they expect restaurants to have a one-size-fits-all online presence. Providing the best experience for your customers should be easy and we can help by allowing one platform to update content across all devices, provide an integrated digital experience and boost your search presence in the process.
You Have Dozens of Marketing Options
We’re committed to using the right tools to help you reach your marketing goals quickly and cost-efficiently. If you haven’t talked to a DBC Interactive representative lately, you may be surprised at how flexible and affordable our offerings can be. Contact us today and let’s talk about the best ways to grow your business.
Why leads are important to service businesses in Delaware, Maryland and Southeastern Pennsylvania
For owners and managers of service businesses, finding new customers is always job No. 1. After all, if you don’t have customers, you don’t make money. It’s not hard for business owners like you to see that new leads (and customers) are directly connected to profits. Because of this, lead generation is probably one of the most important things that you can do as an owner of a service business. You need to continually create and maintain a steady stream of qualified leads in order to stay in business.
How do you get more leads? You can get referrals from existing customers. You can build a great website. You can be active on social media. You can network at local business functions. You can run ads on radio, in newspapers, on billboards or in local magazines. These are all solid strategies for growing awareness and reputation. But no matter what you do, you must first and foremost raise the profile of your business. You need to be visible, easy to find and easy to connect. Awareness is critical, because as prospects start to notice your business, they also start to become familiar with your products and your services. As prospects become aware, the most qualified will also become curious about who you are and what you do. Solid leads will ask questions. They look for answers. They try to meet their needs. They opt in. They identify themselves. Every prospect who clicks on an ad, visits your website or reads an email form your business becomes a lead. Once you have prospects interested enough to ask questions, you can start the process of converting them into paying customers.
So how do businesses in Delaware and Maryland get started?
1. They make sure they are easy to find with SEO
It doesn’t matter how good your website is, if people can’t find it easily. SEO stands for Search Engine Optimization. It’s focused on growing your visibility in search engine results. Effective SEO optimizes technical and creative elements in ways that boost rankings, drive traffic, and increase various search engines’ awareness of your URL and associated pages on your site. Everything from the words on you
r web pages to the way other sites link to your business’s site affects how search engines rank your site. The structure of your website and the dynamics of your online content need to follow ever-changing search engine guidelines in order for these same search engines to find your site, and rank it highly in your geography and in your business category.
Search engines want people to quickly find the right information. SEO rules weren’t developed to help you trick the system. SEO guidelines were developed to help match your website with the kind of people most likely to find your site, your business and your services interesting and relevant. Good SEO facilitates good content matches. That’s a win for everyone. The DBCi team is always monitoring best SEO practices, and is experienced in helping all kinds of businesses create and implement SEO plans.
2. Businesses invest in being easy to find
SEO helps people find your organic, or unpaid, listings. This means that when people search for your products or services, your name pops up as one of the best options. But you’ve probably noticed that search engines often feature paid listings at the top of each search engine page. These paid ads, sometimes called Pay Per Clicks, PPCs or Paid Search, are all part of SEM, or Search Engine Marketing. SEM refers to the discipline of creating, placing and optimizing paid listings within search engines. While SEO, or free listings, is the ideal way to reach customers, even with expert help SEO can takes months to pay off. SEM can ensure you show up in relevant searches immediately. Most search engine marketing is on a pay per click model – you pay based on the number of people who click through on your ad. In theory, with enough funding, you could be the number one listing for certain paid search terms tomorrow. In reality, you’re better off using experienced SEM marketers like DBCi who can advise you on the most affordable, and potentially most effective, terms to use. You’ll get better results without spending a fortune.
3. Make sure your leads land in the right place
Once you get a lead to click on your listing, were will they land? On your home page? Do you want them to see a special offer? Fill out a form? Win a prize? While website home pages may be good entry places for the site for some visitors, you may want to direct others types of visitors to specific offers or actions. DBCi can help you think through the process, and create special landing pages for short-time offers, or just for search engine visitors. Landing pages can look like special mini-sites, or appear as seamless extensions of your website. You choose the option that makes the most sense for your marketing objectives.
4. Make sure your local business listings are up to date
When people search for your business, or for businesses in your category, local business listings are often at the top of any search engine. If you’re not listed with them, or you listing is incorrect, your prospect may pass you by. Every individual directory you list on makes it that much easier for prospects to find you online. Search engines like Google, Bing! And Yahoo have extensive local business listings. You’ll also want to be listed accurately and thoroughly on sites like Whitepages, YP.com, Foursquare, CitySearch and more. DBCi is able to update all your business listings for a small fee, ensuring that people AND search engines find you quickly. Updating business listings is the first step in any serious SEO or SEM effort. And we also recommend you conduct periodic reviews of your listings, especially if any emails, phone numbers, addresses or branches have changed recently.
The bottom line?
Marketing and promotions can be complicated, but it doesn’t have to be time-consuming or expensive for small and medium-sized businesses. If you’ve got a business interest anywhere in the Delaware Valley, including Maryland, Delaware, Southern New Jersey or Southeastern Pennsylvania, we may be able to help. Contact us today to set up a free consultation.
As a business owner or marketing person, you are always looking to attract customers to your door, whether that’s a ‘real’ door or ‘virtual’ one. Digital marketing has given you myriad new ways to reach those prospects. But are you only concentrating on your current prospects? What about the future? What about the next generation of customers, what are you doing to attract them? Their media consumption habits are different from generations past. In this series of articles, guest contributor Christina Weidel, a senior at Belmont University, Nashville, will explore a number of digital outlets that your organization can use to reach Millennials, and how to best utilize them. From email to apps, social media and interacting, this series will discuss each major outlet in detail and explain how it can be best utilized.
First, we should define the group Millennials and who they are. Generally, the term applies to that group of young adults born from the early 80’s to about 2000; making them teens to their early 30’s at this time.
Before exploring each major outlet, let’s discuss some general tips for digital marketing to Millennials.
It is good practice to have all your accounts linked on each of your outlets.
This is because Millennials like to decide where they will hear from you—it makes us feel like we are in control of what advertising we consume.
Even if a Millennial finds out about your company in an email or an ad on a website, it doesn’t mean that they prefer that method of communication. Providing them with links to your Website, Twitter, Facebook etc. gives them the power to choose how they would like to hear about and interact with your company. Some will follow you on all outlets.
Many social media sites allow organizations to cross post. For example, a company can post an Instagram and simultaneously have it posted to Twitter and Facebook. With pictures, this is an acceptable practice, but with text posts it can become very redundant.
In the case of text posts, the “paraphrase-point” method is a great way to cross post without being redundant. You will decide on one medium on which you want to post the majority of the information, and use the other outlets to drive consumers there. This is useful for information about new products or services, contests, events, and more.
For example, if your organization wants to release information about an upcoming “Fun in the Sun” event, choose the hub for your information: a Facebook post or Website content often works best. On this hub, you can write a lengthy post or blog with all the details about the event, its location and time, directions and parking, what it promotes and any other info necessary.
Then, use your other outlets to paraphrase, and point:
- Paraphrase: Give the most important information. “Our Fun in the Sun event is on Saturday”
- Point: Send them to where you posted the majority of information, using a link. “find out more here.”
This eliminates redundancy, while still using all outlets to get the information out.
Using this method, you get the information out to all possible consumers, whether they choose to follow you on multiple resources or not. And those who do follow you on multiple platforms won’t be frustrated with long repetitive posts.
Millennials like to feel like it is their choice to be communicated with, so give them options to be connected with you and don’t be redundant. They don’t want to be bombarded with advertising messages like the pop-up ads and spam of the past; they want to feel like have a choice in what they see from you.
Today’s retail marketers have become pretty sophisticated about knowing who their customers are, and where they come from. That’s why local advertising makes perfect sense for so many brick and mortar businesses throughout the Delaware Valley. Your customers are local and your ads should be local too.
While retailers have more advertising choices than ever, many media choices limit targeting to the basics – age, geography or gender. But Wilmington-based DBCi is able to use big data and hyper-local digital tools to dramatically improve local targeting options. While basic demographics are still relevant, digital targeting allows us to go much deeper into the details of who your customers are. Now it’s not only possible to reach the people most likely to be interested in your product, with a little extra effort you can also reach customers at the critical moments in which they are most likely to consider you. We call this turbo targeting.
HOW DOES TURBO TARGETING WORK?
Turbo targeting works a little differently for each type of digital advertising tool you consider. For example, in Google you can target people in hundreds of ways, based on their online behaviors, interests, profession, geography or website activity. Email marketing allows you to choose from hundreds of descriptors and interests. This enables you to send emails only to the people most likely to want your products and services. Turbo targeting can also be used for mobile applications, since so much research and information is gathered on smartphones and tablets while customers are out and about.
WHERE DOES ALL THIS AUDIENCE TARGETING DATA COME FROM?
While each platform collects data in different ways, looking at Google’s data collection methods can give you good insight into the process. According to Google, there are three basic types of information they collect – what you do, personal data, and “things you make” which includes you g-mails, contacts, calendars, photos, videos and documents. Online tools like Google then cross-reference the proprietary data they’ve collected from their users with subscription data from giants like Experian and Acxiom, or industry resources like Cobalt. Information collected online combined with huge offline databases allows digital marketing tools to offer businesses like yours unprecedented precision. You have access to thousands of types of criteria, which allows you to be very precise about what you say, when you say it, and who you say it to.
ONLINE TARGETING TOOLS ARE FREE TO ADVERTISERS
Before digital marketing, gathering and analyzing audience information was so time-intensive, it was a stand-alone expense. You paid for audience analysis, and then you paid for media. Today, not only are the audience analytics exponentially better, they’re also free to advertisers. That means that whether you
spend $100 or $1,000,000 in advertising, you all get access to the same kinds of deep, well-defined databases. But it’s important to note that you can only access this information while on the digital platform. You won’t be able see granular details and you won’t be able to download or export the information onto other platforms. So you can’t gather data from Google and use it on Facebook campaigns.
WANT SOME IDEAS ON HOW TO GROW RETAIL TRAFFIC USING TURBO TARGETING?
While it’s always great to hear what you can do, at DBCi, we also like to show you how these kinds of tools can help your business grow. Here are some ideas to get you started:
Google Pay-Per-Click: When you sponsor your search engine listing, you can limit that sponsorship so it only appears to certain people. Limit your pay-per-click campaign to people in your geography. Define your audience by their interests and behaviors, and then pay to have your business ranked on search pages. You pay based on the number of click-throughs, so you only pay when ads are successful. DBCi is a Google Partner and can help you set up effective campaigns that produce results you can see.
Email Marketing: Big retailers use email for one reason – it works. Use emails to offer limited-time deals, promote sales or announce new products and services. We can help you create lists and emails that increase traffic and drive sales.
Mobile-Responsive Websites: Once people click through to your site, make sure they can navigate the site easily on their mobile devices. Effective mobile website have quick load times, are easy to use and present information in engaging ways. Because more people access websites on mobile than on desktop, if your business’s mobile site isn’t loading quickly enough or is difficult to navigate, your customers will move on. The DBCi team can make it easy and affordable to optimize your website on mobile devices.
WANT TO SEE HOW WE CAN HELP YOUR BUSINESS?
These three tools are just a sample of the dozens of tools and approaches we can create for your business. Let us use today’s sophisticated turbo targeting to help your business increase foot traffic, generate leads and grow profits. Contact us and we’ll help you find new ways to apply turbo targeting to your business.