We’ve said it before — the beauty and personal care industry is booming. Millennials’ love of digital media and their strong desire to look their best in their selfies combine to make the beauty and personal care industry stronger than ever. The personal care industry has been growing steadily, according to research from The NPD Group.
Although digital media has certainly increased Millennials’ desire to look great, women of all ages still prefer to buy at brick and mortar locations. Women want to touch products, try samples and interact with people when they buy cosmetics, hair care products, shaving supplies, perfumes and more.
How do you make sure women in Delaware, Maryland and Southern Pennsylvania find your business and buy your products? We’ve got a few ideas for you.
Instagram is a strong way to show off visual products and visual results. Users rely on Instagram for beauty ideas and inspiration, so it’s a natural place to place marketing messages. Feature photos of your products, or announce new arrivals. Take selfies with customers or encourage customers to post their own selfies. Take advantages of your suppliers’ gorgeous photography and put your logo in the corner (with their permission of course!) Get even more reach for your posts with paid advertising campaigns from DBCi. We can help you make a splash on Instagram.
So many people today start their research online. They look for products, read reviews and look for retailers that carry certain products or brands. If you want to get in front of these people, you’ll need to spend time increasing your search engine ranking. Search Engine Optimization (or SEO) helps your business rank higher on search engines by making sure your website has the best mix of keywords, structure and images. Search Engine Marketing (or SEM) refers to placing paid listing or ads for your business within search engines, to ensure your business pops up sooner. DBCi helps business all over the Delaware Valley get in front of the right customers faster by improving both SEO and SEM.
Want to reach women on the go? Nothing drives retail traffic faster than radio. Our team represents a wide range of radio stations, each with special marketing and audience traits that can work to your business’s advantage. Radio is especially effective in promoting sales and limited-time offers. Our DBCi staff can create a radio plan that fits your marketing needs, and your budget.
Are You Ready To Grow Your Business?
Our team of experienced digital professionals offer a broad selection of marketing tools that can help you find and convert more clients and customers. The beauty and personal care industry is growing. Make sure your business grows too. Contact us today to schedule a free consultation.
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.
Gone are the days of door-to-door sales and having milk delivered fresh to your doorstep. Now there’s Amazon sending your groceries and clothes to you with an instant click of a button. The human element of retail marketing has changed over the years. With a new generation of shoppers looking for your retail business, your business has to adapt to capture these customers.
Are there ways to bring back the human element of retail marketing by using the technological changes to your advantage?
Here’s five ways your Delaware, Maryland and Southern PA retail business can bring back the good ol’ days of marketing to the 21st century:
1. Reach people when they’re close by. Use geofencing.
Geo-fencing may be a new concept to your retail business. The name says it all; geo-fencing allows your business to “fence” a geographic area that is only visible to your mobile device. In short, when someone enters a geo-fenced region, the mobile user can receive your display ad on apps and websites they use. It’s about reaching the right audience, in the right place, with a message relevant to them.
Some geo-fencing businesses wonder if they can reach a large audience with mobile-only ads. But, 77% of all Americans own a smartphone, and 85% of college graduates use a smartphone, which means smartphone users are plentiful.
DBCi knows geo-fencing inside and out. They can show you how geofencing can work for driving new customers through your doors.
2. Looking for face-to-face interaction in a digital age? Use video.
Humanizing your retail business is key if you want to maintain a regular customer base. The personal touch that video can bring could help make your retail business stand out. Your retail business can use video to tell your brand’s story and to connect with your customers. A video is an effective way to communicate your business’s value to your audience.
Keep it interesting by featuring eye-catching visuals and showing a variety of real people. Video can capture authenticity by giving viewers a real, behind the scenes look at your organization. DBCi can use video to expand on your selling message and humanize your brand.
3. Spread the news of sales and offers to thousands quickly. Use radio.
More people are listening to the radio today than ever before. Over 93% of America tune to radio every week. With one billion radio receivers in the United States alone, people are never far from their favorite station or from hearing your advertisement. But, how will you reach the audience you want?
Radio offers exceptional targeting ability. Your business can pinpoint the exact target audience you want by selecting the right radio station. Radio formats make targeting an audience easy. Use radio to get the kind of reach you need to spread the word of your business with your prime customers.DBC Media radio stations serve listeners and advertisers across Delaware, eastern Maryland, southern New Jersey and southeastern Pennsylvania. With our expertise in all things radio, DBCi can help your retail business develop a marketing campaign that connects with the large audience our radio stations reach.
4. Hand-written letters are still great, but there’s a simpler way. Use email marketing.
Hand-written letters are still as endearing as they were in their prime. But email marketing is the new way to connect with customers, send sales offers, and thank them for their business. Your retail business can use email marketing to attract, retain, and grow loyal customer bases.
Effective email marketing does require some experience and skill. Done correctly, email marketing builds trust and generates lots of clicks within the email. Here’s a few tips to help make sure you build trust with email marketing:
- Make sure you have permission to send. Don’t automatically grab email addresses – ask people to give you email addresses or use a reputable list service that guarantees recipients have given permission to receive emails.
- Explain your benefits clearly. It’s not enough to tell them what you want them to do, you need to outline the benefit to the customer. Make them understand what’s in it for them.
- Make it easy to unsubscribe. Customers are entitled to change their minds. Show them you respect their decision.
- Don’t spam customers by emailing too often. Enough said.
DBCi can help you create trust-building emails and then send those emails only to the people in your area who are ready to shop at your store. DBCi can show you how your retail business can use the power of targeted opt-in emails to attract shoppers. For more information and tips for email marketing, listen to Jessica Best, Director of Data Driven Marketing, speak about her top three email marketing tips for 2017.
5. Make Google your new best friend. Use search engine marketing.
The days of asking neighbors and friends for suggestions on places to eat and shop are still here, but more and more customers are going online to get ideas and recommendations. Google and other search engines have quickly become the go-to place to ask for help. That’s why you want your retail business to be at the top of Google, Yelp, or Bing. One way to reach the top of search engine results is through SEM.
Short for “search engine marketing,” SEM describes the immediate, money-backed portion of search engine marketing that commonly takes the shape of PPC (pay-per-click) search engine ads. SEM includes Google AdWords, Bing Ads, and other more specific areas of paid search advertising like retargeting, geo-targeting and mobile targeting. All of these marketing tools can be used to get your retail store on the top of results and become Google’s BFF.
Even if customers in the Delaware Valley already know your retail business, tapping into SEM is still crucial to attracting new customers and retaining old ones. DBCi can help your retail store increase online clicks, conversion rates, and sales. SEM can be your best friend for reaching shoppers in the 21st century, whether they’re at home or out shopping.
Be the place to shop!
With the help of these tips, your business can beat out the competition and keep attracting new and repeat consumers. DBCi knows how to use marketing techniques like radio and geofencing to have shoppers come through your doors. Contact us today to schedule a free consultation.
To read more tips for your retail business, click here to see how your retail business can use turbo targeting to reach local consumers.
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.
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.