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By Phase 3 Digital Agency 11 Jan, 2018

For most businesses considering digital advertising, the main draw is reaching potential customers via advanced targeting strategies. Moving beyond the use of primary demographics such as age, into qualitative identifiers such as location, household income, and interests is appealing because advertisers can reach the customer prospects with the highest propensity to buy. Location-based technologies offer a significant advantage, but how do they work and what are their limitations?

 

Geo-Targeting

Geo-targeting utilizes a user’s location as the basis for delivering ad messaging. Most current advertising solutions use this technology, including display, targeted email, native ads, and even social media ads. A heating/cooling company that has a specified service area and is looking to reach potential customers during winter or summer months could add geo-targeting as a parameter for their digital campaign. In that scenario, they would deliver ads only to those users who live in the area that they serve.

 

Geo-Fencing

Geo-fencing is similar to geo-targeting in that it targets a user’s location, but it offers a more granular approach using GPS technology to build a virtual fence. When a mobile device enters that fence (amongst other criteria such as having location services turned-on and applicable apps running) that user becomes part of the pool of recipients for the advertiser’s messaging. An auto dealer who is looking to deliver ad messaging to auto intenders who have visited their lot, a competitor’s lot, or even a local auto show, could build a fence around those locations and deliver ads to users after they have entered the areas. Geo-fencing is most effective when blended with other display tactics, such as retargeting, to reach the highest quantity of qualified users.

 

Beacons

A beacon is a small object placed in a physical location that utilizes Bluetooth technology to detect users who enter the area. Once identified, the advertiser serves ad messaging to the user. Beacons are only able to pick up users who have their Bluetooth turned on and aren’t designed to gather any other information regarding the user, such as demographics. Much like geo-fencing, beacons also require having the location services turned on and applicable apps open, actively or running in the background. A sports arena looking to offer a dining/drink coupon or discount code could utilize beacons as a means to capture people who have a high likelihood of buying in the moment.

By Phase 3 Digital Agency 18 Dec, 2017

As our corporate digital specialist always says, “there is no silver bullet approach to marketing.” This means the days of putting all your marketing dollars into one advertising platform just isn’t going to cut it. Consumers these days are all over the place! In any given day, a consumer may watch the morning news, listen to the radio on the way to work, check their email, login to their multiple social media accounts (multiple times a day), stream their favorite music while at the office, surf the internet, watch a YouTube video and stream their favorite show on Netflix.  With all that activity, having an integrated marketing strategy is MUST. Each component in your marketing mix is like a puzzle piece, all fitting together to achieve desirable results for your business.

With marketing shifting, you will find the most optimum results for your business by utilizing an online and offline integrated marketing approach. So what does an online integrated marketing approach look like for your business?

Social Media

You see and hear about social media all the time as a consumer and business owner. Most likely your business already has some sort of social media presence. In fact, the use of social media is becoming more and more prominent in all aspects of our lives. Where YOUR customer spends time is where we suggest you to spend time and money. Focusing in these areas will help with your overall marketing success:

Social Media Management

  • Be consistent and post frequently.
  • Focus on engagement! Always strive for those likes, comments and shares.
  • Humanize your brand. Tell stories, ask questions, share photos, create a contest and connect with people.
  • Sell less. It’s called “social” media for a reason. Do you want to listen to someone who is only trying to sell you something or would you rather have an engaging conversation? Engaging, duh! (Nothing wrong with a good product recommendation every once in a while though!)
  • Have a strategy, set goals and measure results. Make social media make common sense and dollars and cents!

Social Media Paid Advertising

We all know Facebook in particular has made it more and more difficult for a business to organically appear in someone’s news feed. So pay to play! Boost posts and create ads! Send a message to your target audience where they spend time.

Websites & Apps

As modern consumers, we research, shop, pay bills, download games and more all through our desktop, laptop, tablet or smart phone. Therefore, as advertisers, we need to be able to reach that audience. With the targeting information we are able to collect from online activity and advertising products such as targeted display or in-app display, we are able follow your business’s target audience wherever they are online. This specifically targeted approach to online display ads lets little to no impressions go to waste. Your ads will be shown to the audience regardless of where they are located, what device they are on, or where they are on the web. With access to desktop, mobile, app, and video inventory, this form of advertising can give you access to ad space across 98% of the web, allowing you to focus on the prospect, not the publisher .

Search

What do consumers do when they need an answer to a question? Google it of course! As a business owner you can consider two main forms of search engine marketing: paid search & content marketing. 

Paid Search

Having a pay-per-click campaign in your marketing mix will help you show up in relevant search results and help drive website traffic.

Content Marketing

Having a solid content marketing strategy is important to your search ranking but also allows you to become an expert in your industry. Providing original and useful content to your consumers will only help encourage them to do business with you.

Email

If you aren’t collecting emails as a business owner you are missing a huge area of opportunity for your business. Email is one of the most powerful and personal ways to connect with your customers. Utilizing email marketing is a cost effective advertising solution that helps you reach your customers in a place they visit everyday – their inbox.

With targeted email marketing, you can rent an email list of individuals that fit your target audience and send a relevant email message. This form of marketing helps you reach new customers outside of your existing customer base!

By Phase 3 Digital Agency 01 Dec, 2017

Just a few weeks ago, Yelp made a statement that discussed why businesses should not work with review solicitation companies or solicit reviews in any way from mailing list subscribers, customers, friends or family. They state that if a business shows any indication of organized review solicitation, they will demote their business page in Yelp search results.*

The reason for this strict policy is because Yelp is noticing many instances of businesses that are falsely inflating their rating by soliciting positive reviews, which interferes with the natural flow of reviews.

To get the most out of Yelp, here are some tips that will help you achieve a better Yelp listing, without being penalized.

1.)  Claim your business on Yelp. If your business is not yet claimed on Yelp, this is the first step that you need to take to improve your Yelp page. If you are unsure if your business is claimed, find your business page and look for a blue check mark next to your business name with the word ‘claimed’ next to it. If your business it not claimed, you will see the word ‘unclaimed’ next to your business’ name. You can claim your listing by clicking on the word ‘unclaimed,’ login or create a business user account, and verify that you are owner of the business by initiating a call from Yelp with a verification code that you enter online.

2.)  Respond to Reviews: Ideally, you should respond to a negative review within 24 hours. Yelp’s Data Science team claims that Yelp users are 33% more likely to upgrade their review if you respond with a personalized message within a day.** If you receive a negative review, make sure that you compose your response after you have taken a few breaths and are not hastily responding with emotions high. Don’t be defensive, keep your response short and sweet, sincerely apologize for the mistake that caused them to be upset and reassure them that the issue has been resolved or will be addressed.

3.)  Make sure your business is easy to find: Verify that your name, address, phone number and website are correct and that your business is listed in the appropriate category.

4.)  Display approved Yelp branding: You can get free Yelp signage such as a window cling that reads “People Love Us on Yelp” if you’ve earned it, or request a “Find Us on Yelp” sticker by clicking here . Using tools like these isn’t directly asking for a review but instead, they remind customers that they can leave a review, as sometimes when people have a positive experience, they don’t always think to share it. You can also embed positive Yelp reviews on your website.

 

* https://www.yelpblog.com/2017/11/businesses-not-work-review-solicitation-companies

** https://www.yelpblog.com/2017/03/responding-reviews-within-24-hours-boosts-upgrade-probability

By Phase 3 Digital Agency 20 Nov, 2017

We find that our smaller local advertisers depend on direct response or return on their advertising efforts. Some are not at a point to run larger reaching branding campaigns. Instead, they drive highly targeted advertising with strong and urgent promotional messaging.

With goals to drive leads and foot traffic into their stores, they tend to gravitate towards tactics like paid search. It’s the low hanging fruit of someone already actively searching for their products or service, and advertisers want to be found when their potential customers search on Google or Bing. However, with advanced tracking and ad development options provided by Facebook and Instagram, social media advertising is now at the forefront for direct response campaigns.

If you haven’t started using Facebook and Instagram to drive leads, it’s time to hop on the bus and start believing. When building an ad campaign through Facebook, advertisers are asked about their specific goals and offers, matching strategies for ad delivery and call-to-action options to meet those goals.

Advertisers don’t have to have an e-commerce site to win with Facebook users. They can have people sign up, book, call, and now advertisers can ask people to give their information for something in return. Yes, Facebook has created a wonderful new ad type appropriately named Lead Ads.

Lead Ads on Facebook help advertisers collect contact information from people interested in becoming their customer or receiving whatever it is the advertiser is offering. Automotive dealers can schedule test drives, retailers can offer coupons or elicit quote requests, and consultants can offer newsletter or educational downloads, all directly through Facebook. When clicked, Lead Ads open a customized form providing a quick and seamless opportunity to gather customer information.

We all know the more clicks, and the more pages to load, the less likely the user will complete the action advertisers have tried so tirelessly to achieve. Unlike many website forms, Lead Ad forms are mobile-friendly and easy to complete on-the-go, making it easy for the customer.

Why wait for your customers to search for you, especially when people are so busy and easily distracted, when you can remind them to contact you through social media advertising instead?

People spend an average of 50 minutes every day on Facebook’s properties* and it’s one of the surest ways you’ll reach your customer. Drill down targeting by demos, interests and even occupation, then deliver your message with inspirational visual elements (imagery or video is much more appealing than a 3 line text ad) and elicit measurable direct response, all through Facebook.

If you think you might be getting a bit caught up in being at the top of search results and measuring lead form submissions from your website, take a swing with Facebook Lead Ads.

 

*Adweek 2017

http://www.adweek.com/digital/mediakix-time-spent-social-media-infographic/

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