Communication is an essential part of any relationship–even with your customers! As a business you may view your relationship with your customers similar to that of a personal relationship–one that needs to be cultivated, respected, and, of course, mutually rewarding. Without these qualities a customer may become dissatisfied and look for alternative places to do business, namely your competitors. However, with proper care and nurturing, you can build a relationship with your customers that will last a lifetime and may even turn them into ambassadors of your brand. Here are five ways you can nurture a relationship with customers and hopefully keep them coming back: Read More “Five Ways to Nurture a Relationship with Your Customers”
Over the last few years, location-based targeting has come to the forefront of marketing through a number of different technologies which allow marketers to target more specific audiences than ever. In a similar vein to other digital marketing tactics such as remarketing and user-id targeting, location-based targeting excels through its ability to target specific users and devices that are more likely to convert, allowing for an advertising budget to be spent more efficiently.
However, as powerful as location-based targeting is, it can be difficult to envision exactly which strategy would be most effective for a given business, especially when there are so many options available nowadays. If you’re in this position, we’re here to help– here are a number of ideas to get you thinking about how you can use location-based targeting as a core part of your marketing strategy.
IP Targeting and Brand Recognition
Brand recognition is a powerful idea and unconsciously steers much of the way that consumers make their purchase decisions. When given the choice between a brand that they are familiar with and a brand they are not, consumers more often than not lean towards the brands they recognize and understand. However, brand recognition isn’t instantaneous– it’s built on the back of repeated exposures. This is where IP targeting can come in. Essentially, IP targeting takes a list of users’ physical addresses and pairs them with their associated IP addresses, allowing for the purchase of ad space on a much more granular method than any traditional marketing method. For brands, this means an opportunity to target exposure on a user-by-user basis, significantly expediting the brand recognition process and priming the audience for further marketing efforts.
The Power of Geofencing
Geofencing is a powerful tool that many businesses are starting to tap into. To explain briefly, geofencing puts a virtual barrier around an area that you choose, allowing ads to be served to anyone whose cell phone signal enters the geofenced area. While the most common application for this kind of targeting is driving traffic to brick and mortar stores, there’s a lot of room for creativity here that businesses are just starting to explore. For example, targeting competitors locations with offers and promotions is a good start for businesses where people shop around or aren’t all that attached to a particular vendor, like a car dealership or a fast food restaurant, but you can also use geofencing to drive in-store participation as well. Sephora uses location-based targeting in combination with their mobile app to enhance the user experience, and some retailers have started offering coupons digitally to customers already inside their store to encourage them to increase their spending. The sky’s the limit with geofencing, and there are all kinds of creative applications waiting to happen.
Proximity Marketing and Beacons
One location-based strategy you may not have heard of is proximity marketing using beacons. Where geofencing is all about creating a virtual boundary to refine your adserve, proximity marketing is all about tracking the way that individuals move within an area through use of a physical object (a “beacon”) that tracks users through bluetooth signals. While there is certainly an opportunity to market directly to those users in the same way as you would through geofencing, the real power of proximity marketing is in analytics. This is because, compared to other methods of location targeting, beacons are more accurate and can map real-time customer movements through the area. This data can then be used to track customer in-store behavior and further refine your marketing strategy. For businesses looking to optimize the customer experience based on empirical data, beacons can be an extremely effective and affordable tool to do so.
Location-based targeting may be powerful, but there’s certainly a learning curve as well. In today’s world of marketing, technology is evolving so quickly that it can sometimes be hard to keep up. This said, location-based targeting is here to stay and presents a wonderful realm of possibility just waiting to be tapped into. Not sure where to get started? Need help implementing your location-based strategy? Pulse would love to help. Contact us today at (207) 947-9333 to schedule your free 30-minute consultation.
Although the exact algorithm for search engine ranking remains a mystery, over the years we have learned a lot about what best practices can help improve your ranking through search engine optimization (SEO). Keep in mind that any one strategy will not instantly bring your site to the top, but over time a combination of factors can help bolster your site’s ranking. Also, most SEO strategies have the added benefit of making your site more informative and user friendly to your website visitors. Ready to get your website on the right track? Here are 5 ways to improve your website’s search engine ranking:
As we enter the new year, many of us are likely considering starting a new habit (or breaking one) as part of our new year’s resolution. When it comes to marketing, there are many good strategies that can help your business grow if you make them a consistent part of your marketing plan. We’d like to share with you a few ideas that we think will be important in 2019 and encourage you to make them a habit as you move your business forward this year.
Rethinking Your Email Marketing Strategy
Love it or hate it, email marketing continues to be a strong marketing tool. For most people, including myself, our love-hate relationship with email marketing exists mostly due to spammer misuse. Thankfully, most of the obvious junk mail is usually filtered out, but even so, there’s also the issue of companies sending too many marketing emails, which can quickly become an annoyance to most people and cause recipients to opt-out from future communications. Read More “Rethinking Your Email Marketing Strategy”
By now you’ve probably had a chance to review some information about the new European General Data Protection Regulation (GDPR) that went into effect in May. This new regulation applies to any company that interacts with European Union citizens, which makes it applicable even to small businesses in the U.S. who have a website or collect personal information from customers.
Reporting is one of the most important parts of any marketing campaign due to its ability to gauge success and identify weaker areas that need to be improved. One component of your marketing strategy where analytics may be particularly useful is email marketing, where there are an abundance of analytics at your disposal. When it comes to analyzing your email marketing campaigns, you may not know where to start. Here are three metrics you should care about, and why: Read More “3 Metrics to Help You Understand Your Email Marketing Campaigns”
GIFs are a lot of fun, and they can help you become very creative with your social media marketing strategy. If you have never made a GIF before, don’t worry— there are several apps out there that can help you make some fun GIFs using your smartphone and easily share them on social media, like GifBoom and GIPHYCam.
Making a GIF is simple: think of something that will resonate with your target audience and tell a story, record a short video clip, add some text to it (optional), and voilà! Read More “Consider using GIFs in your social media marketing”
Have you ever stumbled across a company who uses colors that clash with their logo, multiple different font types, logos with white backgrounds when they should have been transparent, or something else that makes their company’s aesthetic inconsistent? Maybe you’re guilty of a couple of those things, too. It can be hard to keep your company’s branding consistent across platforms, plus different employees handling branding tasks may have different ideas of what looks visually pleasing. If you’ve run into any of these issues, you should consider creating brand guidelines to use for your business. Read More “What You Should Include in Your Company’s Brand Guidelines”
Here at Pulse we have many opportunities to attend events, conferences, presentations and meetings. During these outings, we hear various people tell their stories to show audiences how they became successful. Every speaker uses their story to evoke an emotional response from the audience. It doesn’t matter if that audience includes one other person or several dozen, their story helps others understand why their business is an integral part of their personal story, and why that influences the way they operate the business.