by inbndmarketing | Nov 16, 2016 | Advertising, Insights, Search Marketing
Pets are important to their humans; they are another member of the family. Whether it be for grooming services, veterinarian services, toys, apparel, boarding, etc., pet owners shell out quite a bit of money on their pets. Pet retailers have been finding new, inventive ways to engage consumers with their brands when it comes to pets’ needs. These digital marketing strategies are just a few of the ways brands are getting their message out there to reach pet owners.
Content Marketing
Typically, when pet owners have a question about caring for their pet, they’ll use online search to find answers:
- Appearing in search results can enable you to bring web traffic to your brand’s site through content marketing. Content marketing gives brands the opportunity to create and share pertinent information through articles, blogs, or downloadable reports, that are designed to target a specific consumer segment.
- Content marketing is an important and effective marketing strategy because it provides answers to the questions consumers are interesting in knowing. Informative content will help the pet retailer become a trusted source to consumers, promoting brand awareness while increasing traffic to pet retailers’ websites.
Email Marketing
Email marketing is one of the easiest and most effective digital marketing tactics for building brand awareness and increasing leads:
- The best thing about email is that when it’s sent to the recipient, they’ll open it on their own time when they know it’s convenient for them to read.
- Email marketing comes in a variety of types: newsletters, promotional campaigns, invitations, survey emails, etc.
- Email can help you build relationships with customers by sending emails that include behind the scenes stories, frequently asked questions, information about your staff, local pet news, and rewards for loyal customers.
Whether you’re a dog groomer, dog walker, pet store owner, or veterinarian, you’re most likely competing with some big brands for customers’ attention. Email marketing can help you build a bond with your customers that will position you as an authority on pets in your area. This will help you get to know your customers on a personal level, setting you apart from the competition.
Events
Events are a great way to connect with customers and build your brand. Being face-to-face with your target audience will help you develop a more personal relationship with potential customers, as you have more of a chance to interact with them. Pet owners will be most responsive to events that they can bring their pets to. This could include events at the dog park, pet-friendly restaurants, bars or cafés.
SEO Friendly Website
The quality of your website is critical because you really only have a few seconds to capture the interest of visitors when they land on your page:
- A good website has what it takes to reach, engage, and support your visitors.
- A few critical components your website should have in order to reach pet owners include engaging images that tell your story, a clear navigation throughout the website, calls-to-action that will entice the visitor click, and an SEO strategy to support the website.
Social Media
Customers turn to Facebook for a wide variety of information, including pet retail locations, new products, tips for their pets, coupons, or even events. Facebook is the best social media platform for pet retailers to be on. With Facebook’s particularly targeted and effective Ads platform, it’s a guaranteed way to reach the pet owners:
- According to The American Pet Products Association, it is estimated that approximately 37 to 47 percent of all households in the U.S. have a dog, and that 30 to 37 percent have a cat. With 90 percent of young adults ranging in ages 18 to 29 and 65 percent of adults overall on social media, there’s potential for a large amount of leads for pet retailers.
- Using Facebook’s analytics, you’ll be able to see what types of posts have the biggest impact on your audience and when most of your page’s fans are online. This information will help you craft content for the utmost impact.
If you are a pet retailer looking for more marketing ideas, contact us. We’ll help you develop a plan that’ll reach pet owners.
LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
by inbndmarketing | Nov 9, 2016 | Insights
Bars and nightclubs require a slightly different marketing approach than other types of businesses. When it comes to marketing and advertising, bars and nightclubs need more of a social approach. Luckily, there are a number of digital marketing approaches you can take to attract more customers to your business.
Email Marketing
Email is a very dependable way to get your message in front of people and build trust with an audience and readers. Email gives you the opportunity to connect with people on a regular basis who have chosen to receive your emails, allowing you to let them know about specials and promotions that might entice them to visit your business again:
- A strong email campaign isn’t complete without an email list. During promotions, contests, etc. take the opportunity to ask your guests for their email addresses.
- Once an email list is gathered, you’ll want to be sure your email content has a purpose and a direct call-to-action. Don’t send out the same email over and over, make each one unique with an exciting purpose.
- Don’t bombard your customer’s inboxes with your emails. Only send emails as frequently as you need to, otherwise they will get lost in the shuffle. Short and concise subject lines lead to more opens than long, busy subject lines
Mobile Marketing
In today’s world, it’s rare to see somebody walking around without a cell phone in their hands. The power it brings not only affects us humans, but also businesses. Mobile phones have allowed this new age of marketing to come to life:
- Text messages have a 98% open rate and are often read within 10 minutes, which makes this digital marketing initiative an extremely effective channel.
- By tactically planning the timing of text message campaigns, bars and nightclubs can reach customers when they are more likely to stop in, resulting in an increase in sales.
- Customer loyalty can be achieved through special offers, discounts, happy hour promotions, event notifications, contests, entertainment announcements, and more.
Social Media Marketing
Social media is made up of different forms of communication, entertainment, marketing and networking, making it particularly beneficial when it comes to promoting your bar or nightclub:
- Social media can do a number of things for your business; improve brand awareness, increase traffic from new customers, grow sales, enhance customer interaction, and give customers the ability to write reviews about their experience.
- Bar-goers are social people, and this method helps you meet your audience where they are most comfortable.
While there are a number of different social media platforms, it’s important to determine which is best for your type of business and where your audience spends most of their time. Using a platform such as Facebook allows you to boost posts to a specific targeted demographic, ensuring you reach only your intended audience. Twitter is an effective marketing tool for bars and nightclubs because tweets get read and shared at an impressive rate and is also used a lot on mobile. And, Snapchat allows you to reach a younger audience of 21 to 24 year olds.
If you would like to talk about more digital marketing ideas for your bar or nightclub, contact us. Our nightlife marketing team can help determine the best efforts for your business.
LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
by inbndmarketing | Nov 2, 2016 | Insights
Whether you’re the professor or a student at a college, you understand that higher education is constantly facing changes. One of the biggest challenges higher education has to take on is the way it reaches potential students. Through today’s technology and available digital marketing initiatives, there are various ways to reach your target audience. Whether you want to increase lead generation through inquiries, on-campus visits, or applications, there’s a digital marketing strategy to do so.
Paid Search
Paid search will reach prospects who are already searching for educational programs by placing your website at the top of the search engine results page:
- Both display and text ads will retarget previous website visitors with ads that include calls-to-action encouraging them to revisit and reengage with your website.
- If a website visitor has already filled out a contact form on your website, they are already in your system and considered a lead. If this is the case, the remarketing message will vary from the message a first time website visitor will receive.
- To convert the lead, the call-to-action can be designed to encourage an application submission or a campus visit
Social Media
Social media is especially crucial for lead generation:
- According to a research survey, 30% of incoming high school seniors reported that they researched their prospected colleges on a social media site, with Instagram accounting for 82% of connections to students. Parents were more likely to be reached through Facebook.
- Targeted ads can be customized based on demographic and psychographic data of social media users.
- Ads can promote content that will inform and engage your target audience or they can also be an ad for the school itself or something especially relevant to the school.
Email Marketing
Email marketing is one of the most affordable ways to increase your leads:
- An email campaign can be started by encouraging potential students to sign up on your website to receive email updates. A follow up email can then be sent based on their targeted interests.
- Interests can be determined by digging into what students were looking at on your website, such as certain programs, extra-curricular activities, etc. As the leads come in, that will provide you the opportunity to roll out emails encouraging them to submit an application.
Contact us to learn more about college marketing opportunities that are available to help your college or university.
LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
by inbndmarketing | Oct 27, 2016 | Uncategorized
Whether your website sells goods or services, it’s essential to always increase your website traffic and expose your brand to more people. The more traffic you have to your website, the better your chances are of making more sales and staying ahead of your competition. Digital marketing offers a variety of initiatives to help you reach more of your targeted audience, therefore, increasing your website traffic.
Social Media
Social media is a robust platform for connecting and engaging with an audience. Being active on your social media accounts will contribute to how successful it is for you. Include your website information in all social media profiles, as well as providing direct calls-to-action to visit your website in at least 10% of your posts.
Though organic posting is important, putting some money into Facebook paid advertising can especially drive better, more qualified traffic to your website, while also reaching users that aren’t already following or participating in your social media groups. But first of all, you’ll want to develop a strategy before you start promoting posts. Understand the type of audience you want to target, your call to action, ad content, retargeting, etc. All of these factors will aide in the amount of volume you can expect to receive.
Search Engine Optimization (SEO)
SEO is more than fitting in keywords here and there; it’s the process of increasing your website’s visibility in search engine’s organic results through optimizing your pages with keyword phrases people are most likely to search for. When you do a Google search, do you normally go past the first couple result pages? The answer is probably no, so why would potential customers?
A few methods to improve your website’s organic search results may include updating existing content, optimizing images and incorporating backlinks or inbound links.
Email Marketing
While email marketing has been around for years, it is still one of the strongest ways to engage potential and current customers. Your email must give people a captivating reason to subscribe (contests, giveaways, insider information, etc.) and then repeatedly send great content so they don’t unsubscribe. Encourage them to return to your website on a regularly by showing them what’s new — whether it be blog posts, a new product, newsletters, videos, etc.
If you need help driving more traffic to your website, contact us. We’ll help you determine which digital marketing tactics are best for you.
LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
LNP Media Group is a division of Steinman Communications, one of the largest and most experienced communications companies in the Mid-Atlantic. Steinman Communications is an innovative, multi-channel communications company that delivers high quality news, information and entertainment to diverse audiences.
by inbndmarketing | Oct 20, 2016 | Uncategorized
In today’s automotive retail world consumers have more information and options than ever. Whether it is new or used, car or cross over, even how far they are willing to drive to save a few dollars are the options they have. It can certainly be overwhelming to both dealers and consumers. Making your advertising stand out, not just from your competitors but the manufacturers and the ever growing volume of third party sights, seems like it is becoming increasingly more difficult to do.
So what can you do to be the shining star and drive more traffic to your website and into your local showroom?
Use Social Media
One of the simplest and most consumer engaging advertising tactic is Social Media. On average 22% of internet time is spent on Facebook by Americans, that’s double the amount spent on Google and YouTube combined. Facebook is still the leading social media platform, by wide margins, and continues to grow every year. Over 40 million Facebook users are in the 18-24 age range and an additional 128 million are over the age 25. That means more than 55% are between the ages of 25 and 55.
Paid placement advertising on social media is a great option to get your message in front of your customers in Central PA. You’ll want to be sure your ad directs them to a landing page that is especially relevant to your message or offer; therefore, making it as simple as possible for them to transact with you.
Retargeting
You know people are visiting your website, whether it is direct traffic, referral traffic from 3rd party sources like AutoTrader or Cars.com or even from existing advertising. But then they leave and you become out of sight, out of mind. Retargeting is a form of marketing in which you target users who have previously visited your website. “Remarketing” or “Retargeting” ads allow previous site visitors to be subtly reminded of that shiny red convertible or perfect used truck they looked at. You even have the ability to present a unique special offer for previous visitors only without them knowing you’re targeting them specifically. This has been a mainstay in the arsenal of online retailers for several years, allowing them to even be as specific as serving an ad to you for the exact piece of merchandise you looked at.
Animated Display Ads
Create display ads that incorporate multiple vehicles or even add running footage of that all-new SUV and you’ll most definitely attract the attention of those that have become blind to all the standard ads; motion is eye-catching. Even using still images with vehicle specific info, like “Class Leading Fuel Mileage” or “Most Awarded Sedan” combined with special offers in one single animated ad creates awareness and most of all, a reason to engage with you. Your branding message becomes integrated with your lead generation. While your competitor is advertising one car with just a lease payment and one stock photo, you have the car in motion and also touch on multiple hot points for different consumers.
Reach More for Less with Targeted Emails
Today’s targeted email takes email to a whole new level. Furthermore, offering the ability to target not just by zip codes or specific vehicle makes, but also with trigger points in life such as in-market consumers, specific income levels, etc. Targeted email campaigns are much easier to track engagement and allow you to combine programs like retargeting ads. With targeted email campaigns, you can even do a secondary send to those that opened or clicked through to your website to give that extra push it sometimes takes to get the customer through your doors. Email is opened when your customer wants to open it – therefore, putting your message in front of them on their time frame.
LNP Media Group can reach your target audience in Lancaster County with our many digital advertising efforts. Contact us if you’d like more information on auto marketing.
LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
LNP Media Group is a division of Steinman Communications, one of the largest and most experienced communications companies in the Mid-Atlantic. Steinman Communications is an innovative, multi-channel communications company that delivers high quality news, information and entertainment to diverse audiences.
