Tag Archives: digital marketing

Helpful Tips for Successful Holiday Marketing Campaigns

holiday marketingYear after year, consumers are bombarded with hundreds of holiday marketing messages. So, how can your company stand out and create a successful holiday marketing campaign?

We discuss some of the best tips to follow that will help your holiday marketing message stand out and make an impact with your target consumers.

Get the Timing Right

Consumers look forward to the cheer of the holiday season all year long, but blasting them with holiday marketing messages about sales or new products too far in advance will take all of the excitement out of the end of the year and only add annoyance. However, companies still want to get their message out with enough time to make an impression on consumers and give them enough time to make purchasing decisions.

A great option is to begin promoting your campaign about one-to-two months before the actual event, and continue to mix up the messaging to make sure it doesn’t get tired. Adding words like “coming up,” “happening now” and “last chance” are all ways to express the same excitement and importance at different stages of the campaign.

Incorporate Meaningful Messages

For most companies, the goal of a holiday marketing campaign is to increase sales, brand awareness or company engagement. However, consumers are commonly less receptive to messaging that is all about the deal. People react well to “realness,” so a message from a heating and cooling company encouraging consumers to update their furnace to ensure they can stay warm and cozy with the family this holiday is much more enticing than simply announcing furnace price reductions. It’s important to communicate the emotional benefits as well as the rational.

Holiday marketing messages not meant to drive sales can still succeed in creating customer loyalty and brand recognition. Find ways to be creative and personal when wishing your customers a happy holiday. Depending on the nature of your business, something as simple as an email with a warm holiday message can be just as effective as sending out a personalized gift. Think about what approach best fits your business and brand and go from there.

Don’t Forget About Digital

Whether much of your sales come from e-commerce or not, it is important to have your online marketing efforts match flawlessly with your direct marketing strategies. Consumers tend to conduct online research about companies, products, sales and more before taking action or making a purchase. If your company website doesn’t reflect what your holiday marketing messaging is saying – or if the website is of poor quality – your marketing efforts might go to waste. Keep your website up-to-date and optimized to ensure a seamless transition from marketing message to website for your users.

Use Social Media to Engage Customers

Sharing all of your holiday marketing messaging on social media is one of the best ways to engage and expose your customers to your message. If you send your customers or clients holiday gifts, encourage them to post and share photos online and tag the company. If you’re featuring a holiday sale, create an incentive around someone getting the most likes or shares on a post to receive extra discounts. There are many ways social media strategies can be incorporated into your messaging to enhance customer engagement and satisfaction and help boost your sales.

Whether your strategy is to increase product sales, promote a specific sale, or simply thank your customers and wish them a happy holiday, it’s best to create the best holiday marketing campaign possible. Sending out meaningful messaging at the appropriate time in the appropriate fashion is key in making sure your campaign, and your company in general, resonates in the minds of your consumers.

The season is upon us, so be sure to contact the team at GREENCREST with any questions you may have about your holiday marketing messaging!

 

Why Digital Marketing Is Changing the Landscape

Why digital marketing is changing how companies compete

In every industry, traditional business models are being challenged. Uber and car-sharing services have upended the traditional taxi model. Airbnb is eroding a travel industry long dominated by hotels. And the home services market is no different. Learn why digital marketing is changing how companies compete.

Recently GREENCREST hosted a Google Partners event to reveal consumer trends and how businesses in the home services industry need to adapt to serve changing consumer behavior.

Here are a few consumer trends affecting the home services industry you should know:

Decline in Repeat and Referral Business

Across the country, fewer consumers are returning to service providers they have used in the past.

Wondering why you’re seeing that decline? We are seeing an unprecedented shift in consumer trends.

Rather than calling friends and family for referrals, consumers are searching online. And almost half of searchers are using a mobile phone between other daily activities. Your prospective clients may be standing in line at the grocery store, waiting for a coffee order or cooking tonight’s dinner when inspiration strikes for a kitchen remodel.

Growth of Search Relevance

When inspiration strikes and the searching begins, consumers look to search engine results pages (SERPs) for relevant results. Companies ranking higher in search results are faring better because consumers associate placement on Google search results with quality. The logic is this: the higher a company is on search results, the better the company must be.

Contrary to what you might have thought, only 15 percent of consumers begin their search using ratings and review sites. But that doesn’t mean that reviews aren’t important: 82 percent of consumers say reviews are important when choosing a home service business.

Rise in Expectations

Consumers are demanding faster service: 50 percent of individuals searching for home services companies from their mobile phone called within one hour. Many are looking for same-day and next-day appointments — scheduling weeks out just doesn’t cut it with today’s consumer.

Shift in Demographics

What’s driving changing consumer behavior? Some will say that the answer lies in the surging impact of mobile phones. Now, more searches occur on mobile phones than on desktops. With increased access to technology, consumers can now access more information about your business in less time than ever before.

But, that’s not the whole story. The age and composition of households is changing, too. Millennials now head more households than Generation X. By 2018, millennials will head 21.6 million households, an increase from 13.3 million households in 2013.

Invasion of Digital

Not sure how to respond to these turbulent consumer trends and the invasion of digital channels? We’re here to help! Whether you need to launch a brand new digital marketing campaign or just need to enhance an existing Google AdWords account, we have the talent and resources to get your campaigns humming. As a Google Partner certified in multiple Google disciplines, we understand the best practices that will improve your website and online advertising — ultimately increasing your website traffic and your bottom line.

Need help developing and executing a digital marketing strategy? Let us help you create the right plan for your business! Contact the GREENCREST experts today!

 

Why Video Marketing Should Play a Lead Role in Your Marketing Strategy

Add video marketing to your marketing strategy.

By now, the increased use of video marketing doesn’t come as a surprise. Like social media, digital, and content marketing, video marketing is an important element that you don’t want to leave out of your marketing strategy. This trend has specifically been growing in business-to-business (B2B) marketing, with a study from the Content Marketing Institute finding that almost 80 percent of B2B marketers are using video as part of their strategies.

While the rise of video marketing content is clear, what’s not is the growing importance and potential it brings to marketers and their clients. Some people assume you can only use video on social media or that it only matters if you want people to follow a link from the video to your site, but that is no longer the case.

How to incorporate video into your content

While video is most commonly seen on YouTube and other social media sites, it’s been becoming increasingly popular on websites, blogs and more. Adding a video to the homepage of your website or including video testimonials within company blogs can almost automatically help increase your overall SEO and online engagement. Viewers are more inclined to watch a video from a company leader talking about the history of the brand than they are in reading long paragraphs of text.

Videos help attract and maintain the attention of your visitors and allow them to engage on a more personal level with your company and brand. However, you want to make sure you’re using videos appropriately and timely. Rather than having a video on every page, think of where video content would make the most sense to engage your audience. Again, having the company’s CEO discuss why he started this business in a video on the About Us page makes a lot more sense than having a video of someone explaining travel directions on the Contact Us page.

What you can learn from video content

Most people assume video marketing isn’t as beneficial because you can only track people that click a link from the video, but this is false. There is a lot that marketers can learn about users from video content including how long they watched the video, if they interacted with it at all through likes or comments, and even who was watching. Of course, being able to track if your videos are bringing people to your site is very important, but it’s not the only way to gauge their effectiveness.

Considering additional metrics and tracking a variety of measurements can be helpful if your company’s goals reach past website visits or conversions. For example, seeing how long your videos are being viewed or if they’re being played through from start to finish will give you more insight into whether they’re helping increase your brand awareness. Seeing who is viewing your videos will help you realize potential or returning customers that you can build into your database and work on strengthening the relationship.

“Real-time” or relatable content is starting to take over the marketing and advertising world, and for a good reason. People want to feel connected to a company or brand and get the real-life messages that they may not get from just reading through your website. Video marketing improves overall engagement and user experience because it allows users to see the faces, stories and meaning behind the products or brands.

Contact the team at GREENCREST if you are interested in adding video content into your marketing, advertising and social media strategies. We’re happy to help!

 

Top Marketing Trends to Look for – and Master – in 2017

Business People Working with Technology

In 2016, the trends in content and digital marketing made great advancements. Changes in technology, social media platforms and content promotion styles were just a few of the things at the top of marketers’ minds. Moving into 2017, those trends will continue to grow and gain importance, but the new year will bring its own important trends. As millennials infiltrate the workforce and technology is ever changing, so are the marketing trends that are meant to keep up with it.

Here are some notable trends coming to the forefront in 2017 and why you’ll want to master them:

1.      Digital Content

Today, digital is everything. People go to the Internet to seek information they need on products, brands, companies and more. As marketers, we can put this information in the palm of our audience’s hands with exciting and informational content such as white papers, technical bulletins, newsletters, e-books, videos, case studies, infographics and so much more. In 2017, mastering the use of highly engaging and relevant online content is bound to increase your website visits, ROI and more. Continuing to develop these skills will pay off in the coming year.

2.      Cross-Device Marketing

The average consumer is connected through up to five devices – smartphones, tablets and desktop computers to name a few. Marketing across several devices is necessary, but it can be challenging. You need to enable data alignment and tracking capabilities, such as Google AdWords and Analytics, to make sure you’re recognizing your repeat consumers, tracking their actions across different devices, and developing personalized ways to reach them.

3.      Native Advertising

Users don’t want their sessions interrupted online, so native advertising gives marketers the chance to offer information in a format similar to the content on the site the consumer is using. Users are more likely to engage with this type of advertisement than they would with a banner ad that may come across as overbearing or out of place. These ads will help brands connect with their audience in an authentic manner, while continuing to boost their ad revenue.

4.      Live Video Streaming

It is essential for companies to present authentic, engaging content online 24-7. Marketers need to find new ways to engage their audience and keep their attention. Video marketing has taken many successful forms in the past – testimonials, webinars and Instagram videos. Now live streaming is starting to take over. Platforms like YouTube, Facebook and Periscope are making live videos the standard in their offerings, and brands need to take advantage of it. According to a survey from the Web Video Marketing Council, 73 percent of marketing professionals said video has positively influenced their marketing results, and we can only imagine this increasing with developments in live streaming. People are becoming increasingly attracted to live stream videos because they give them the chance to get an inside, unedited look into a brand or company that they may not have gotten on traditional platforms elsewhere.

Times and trends are always changing, but we all need to keep up with the changes to keep moving forward. Follow these helpful tips and you’ll be on your way to a successful marketing year in 2017.

Need help planning for the 2017 year? Contact the team at GREENCREST for all of your marketing, public relations, web design and social media needs.

 

Experiences: The New Era of Marketing

 

The marketing industry is moving toward focusing more on customer experiences rather than traditional marketing campaigns and tactics, according to Robert Rose and Carla Johnson in their latest book, Experiences: The 7th Era of Marketing

What is an experience?

An “experience” goes beyond a company’s product or service. It’s the value-added digital or physical deliverables a company offers its audience, such as a website, blog, print magazine, conference, event or special workshop or class. An experience allows the customer to engage and interact with the brand, aside from using its products or services.

Social Media Examiner describes an experience as “a combination of the physical, the digital, content and everything that creates value for a consumer.” It helps further differentiate a company from its competitors.

How do I start creating customer experiences?

First, use the Marketing Funnel to identify where you can improve your customer experience. What is your weakness? Is it customer acquisition? Customer engagement? Lead conversion? Nurturing your existing customers and leads? Turning existing customers into loyal, lifetime customers? Or creating brand advocates? Identify and describe the target audience that belongs to the phase you’d like to improve.

Next, create the story and narrative you’d like to tell your target audience. What do you want them to experience? How do you want them to feel? Your audience and narrative will help determine which channel will best communicate it.

Examples of exceptional experiences

One B2B company that is doing an exceptional job at creating customer experiences is Drillinginfo, a software as a service (SaaS) company serving the global oil and gas industry. The company provides the oil and gas industry with data and analytics that enable true predictive decision making. However, through its value-added content and experiences—an industry-leading blog, educational content, vibrant social media channels, a calendar full of events and a DI Roadshow—the company has positioned itself as The Expert in the oil and gas industry.

Drillinginfo customer experience

Pillsbury sets a good example for B2C businesses. Not only does the company provide delicious and convenient baked-good products, but it also provides its customers with a beautiful, image- and recipe-driven website and inspiring and engaging social media networks. Pillsbury also offers its customers a free “membership” to coupon savings, access to free samples, a Pillsbury weekly e-mail and a Today’s Taste daily e-mail.

pillsbury customer experience

Receive help from the experts

For more information about using experiences to guide your marketing, check out Experiences: The 7th Era of Marketing or listen to Social Media Examiner’s interview with the book’s co-author, Robert Rose. To get started on identifying your pain points, developing a narrative, and creating unforgettable experiences, contact the marketing experts at GREENCREST.

 

 

Nurture: The Fourth Step in Turning Prospects into Lifetime Customers

(This BrandPro article is the fifth in a series of five articles that discuss the process of “Turning Prospects into Lifetime Customers.”)

Congratulations! You have successfully completed the first three steps of turning prospects into lifetime customers: Attract, Engage, and Convert. Now, you are ready for the Nurture phase. And, yes, you’re almost to the point of sale! However, not all leads will become customers. Depending on where they are in the sales cycle, some leads may quickly convert into a customer soon after they discover your product or service. Others may take some nurturing before committing to a purchase. Once a relationship is developed, you are more likely to realize your end goal: business loyalty.

Marketing Funnel

 

Content marketing

Content marketing is at the core of nurturing consumer relationships online. It’s the process of consistently creating and curating valuable and relevant content for your customers or leads—without selling to them. It can include engaging photos, videos, articles, podcasts, ebooks, reports and white papers. It’s anything that can help, inform or entertain your target audience. Consider it as another service you provide. Without helpful or entertaining content, it may be difficult to create effective and engaging emails. And no one would respond to or share your posts on social media. Online conversation is created around content.

Email Marketing

Email is the easiest, most intimate way to communicate with your leads online—a targeted message with interesting or helpful content is sent straight to their inbox. You know who they are, and you have their contact information. Give your email list special treatment by sending exclusive reports, limited-time offers, prizes and other value-added content. Create a two-way conversation by periodically emailing special surveys. And then later share the survey results with your list!

Social media

Social media is another great medium to nurture relationships and converse with your leads online. However, a “like” or a friendly response to a comment is not enough. Instead, offer helpful advice, tips or assistance in your response as an added service.

For example, let’s say you own a restaurant and a customer tweets, “Can’t wait for my birthday dinner tonight at @ABCRestaurant!” you may be tempted to respond with, “Happy birthday @CustomerName! Looking forward to celebrating with you soon!”

Instead, help the customer with your response, even if she didn’t ask for it. A beneficial response to the example could possibly be, “Happy birthday @CustomerName! Check out our specials on party appetizers and sangria pitchers! www.linktocontent.com/specials” or “Happy birthday @CustomerName! Here’s a sneak peek at what may happen tonight: www.linktocontent.com/birthday-song-video>”

Display Remarketing

It’s important to further develop a relationship with website visitors after they leave your website. This is possible through display remarketing. Display remarketing is an online advertising campaign that allows you to reconnect with past website visitors by showing them relevant online ads as they use other websites or mobile apps. It also helps reach leads and customers who are more likely to purchase your products or services.

Blog

Maintaining an ongoing, relevant blog that your target audience finds interesting will keep them coming back for more, and it will help develop your relationship with blog readers. Similar to social media, it’s most effective to respond to comments with more helpful information and insight to keep the conversation going. Including an RSS feed so that blog posts can be delivered straight to subscribers’ inboxes makes it convenient for your target audience to stay informed. If you develop a regular blog audience, you will be top of mind when they’re ready to purchase.

Customer Service

It’s hard to talk about nurturing relationships with customers and leads without talking about customer service. Consider every consumer touchpoint as an opportunity to provide an exceptional experience. Whether it’s helping people through social media, email, instant messaging, text messaging, over the phone or in person, every interaction with your business has the ability to enhance or deteriorate your relationship. Diligently create a consistent brand experience that’s worth talking about.

If a customer leaves a negative comment or complaint online, kindly thank them for their feedback and say that you will work with them offline to resolve the issue. Stay true to your word and follow up with the customer. If they have a positive experience, they may choose to remove or update their previous comment or review. No matter the outcome, always remain positive and helpful.

Now that we’ve walked you through each phase of the Marketing Funnel, we hope you leave with key takeaways that will help you optimize your website and inbound marketing efforts. If you keep each phase and the respective strategies in mind while developing a marketing plan, you can more effectively guide your target audience through the Funnel and ultimately turn your prospects into lifetime customers.

This is the last article of our “Turning Prospects into Lifetime Customers” series. If you have questions about any phase, goal or tactic discussed, please contact GREENCREST, and a marketing expert can assist you.

 

Turning Prospects into Lifetime Customers: Attract, Engage, Convert and Nurture

(This BrandPro article is the first in a series of five articles that discuss the process of “Turning Prospects into Lifetime Customers.”)

If you’re in marketing or business, you might have heard of the popular AIDA Formula. AIDA is an acronym for Attention, Interest, Desire and Action. It’s the process that we marketers often use to create a customer and build customer relationships. Now it’s more common to see what we call the Marketing Funnel, or Sales Funnel. The Marketing Funnel takes a new twist on the old AIDA Formula. It presents a visual diagram that helps us understand how to turn a prospect into a lead, a lead into a customer, and a customer into a lifetime, repeat customer. When using the Marketing Funnel, our main goal is to develop lifetime customers—because it’s much easier to sell to existing customers than constantly trying to attract and sell to new ones.

The Marketing Funnel

The Marketing Funnel isn’t “one size fits all.” There are many versions of it out there because it needs to be adopted and customized to best fit your business’s needs and sales process. For the next few weeks, this BrandPro Blog series will focus on each part of the following Marketing Funnel, as it pertains to digital marketing.

Marketing Funnel

A Quick Overview

Each phase of the Marketing Funnel has its own unique goal and includes various tactics that can be used to achieve its goal. Here’s a brief introduction to each phase, in which we will go into more depth in the weeks to come.

Attract

During the Attract phase, your main goal is to draw attention to your business, products and/or services. If done well, you will reach the broadest set of targeted, potential customers. In this phase, you will most likely increase brand awareness.

Engage

Once you have attracted the attention of your target customers, you want to begin to engage with them as a brand. In this phase, target customers become prospects. They are not only aware of you, but they’re interested in you. Your goal is to engage with them and instill a desire to do business with you—a desire to buy your products or services.

Convert

As you filter out your prospects, your next step is to convert them into leads. During this phase, prospects act on their need, want or desire for your product or services and ask for more information. At this point, depending on where the lead is in the sales cycle, he or she may quickly decide to purchase and become a customer, or it may take a little nurturing before the lead decides to do business with you.

Nurture

There are two parts to the Nurture phase. On one end, you are nurturing your leads and continuing to build your relationship with them in order to turn them into customers. On the other hand, you need to nurture your current customers and instill a loyalty so that they will become lifetime, repeat customers. Remember, the main goal of utilizing the Marketing Funnel is to get targeted prospects to this end of the Funnel and become lifetime customers. The Nurture phase is critical because it’s much more efficient to sell to current customers who will potentially spend more with you on an annual basis than it is to constantly acquire new customers.

In the next article of our “Turning Prospects into Lifetime Customers” series, we will dive deep into the Attract phase of the Marketing Funnel and give you actionable tactics that will help attract attention to your business, product or service.

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