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 | Apr 9, 2016 | Online Marketing, Search Marketing, Uncategorized
BE TIMELY AND RELEVANT TO MAKE THE MOST IMPACT.
For many of your customers, the mobile phone is a way to carry their world with them every minute. As a result, time spent consuming mobile media is now greater than time spent on desktop media. Your consumers are using their smartphones to search for answers, products, services, options or ideas at anytime, anywhere.
But that doesn’t mean that people are always interested in seeing your ads. Smart marketers know how to deliver the right ads at the right time. If your ads aren’t timely and relevant, your message will get ignored.
Businesses in Lancaster County and throughout Central Pennsylvania should make sure customers can find your products and services at the moment when they need you most. While all channels play an important part in your overall marketing mix, mobile media is one of the most powerful ways to drive decisions made in the moment, like which store to visit. When people search on mobile, they are;
So how can businesses like yours reach consumers at the right moment? Here are a few best practices put together by the digital marketing experts at LNP Media Group:
(1) Pinpoint Your moments
Think about how your customers use digital tools and devices, and when they use them. Are they walking around town looking for a restaurant, or are they researching how to spend a big weekend well in advance? Map out the different paths and decision processes your customers might encounter, then plan how you can use digital marketing to meet their needs in those specific moments.
(2) Make sure your site works on mobile
With the continued growth of mobile search and the increased importance of mobile as a research tool, your website should be built to work on all types of mobile devices. We recommend sites with simple information architecture to ensure that your small business website is easy to use on the go and in the moment.
(3) Understand the role mobile search engines play
Pay-per-click advertising can play a critical role in increasing your mobile visibility, but there are a couple things to consider when planning a pay-per-click campaign focused on mobile users. First, you’ll need to think about how your consumer is searching for your product or service and how the search might change depending on the types of moment they are experiencing. Also, remember that people doing searches on mobile devices spend less time on each page and they are even less likely to view page-two search results.
(4) Consider geo-targeted advertising
Most mobile devices are location-enabled, so marketers can target prospects with advertising based on where mobile device users are at a given moment. Recently, the LNP digital team helped a sports complex develop a plan to reach moms of school-aged kids by sending ads to area elementary schools at the end of the school day—the time many moms are waiting in line to pick up children (and checking their smartphone while they wait.) Our digital team also developed geo-fencing for a trucking company looking for new drivers. We sent geo-targeted ads to the doctor’s office where drivers took mandated drug tests. For a roofing company, we sent messages to mobile devices in neighborhoods that had just experienced hail damage.
So what’s the bottom line? Digital marketing allows you to match your message and medium to the moment. With a good plan and experienced digital partners, small businesses like yours will find that you can reach customers at the most important moment: when they are ready to buy. Contact us to learn about our wide variety of mobile marketing products and start marketing your moments today.
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 | Mar 28, 2016 | Email Marketing, Insights, Search Marketing
Rethink digital to attract more buyers and sellers.
Real estate professionals are busy people. Between prospecting, open houses, working through negotiations, and constantly moving housing inventory, it can be difficult to find time to get it all done.
Realtors need marketing to make their jobs easier, more efficient, and more profitable. Keeping up with changes in digital marketing tactics, however, can turn into a job all its own. While every real estate professional has different needs and considerations, here are a few tips to help your business stay ahead of the digital marketing curve:
1. Target Millenials
Millennials are emerging as a dominant force in real estate:
- Millennials accounted for 46% of home sales in 2019.
- Buyers between ages 25 and 34 will continue to move the market with a heavy emphasis on first-time buyers.
- It’s no surprise that younger consumers expect digital marketing, digital communications and mobile-friendly communications. Think about investing in a targeted paid search campaign, as well as geofenced mobile ads to drive traffic to open houses.
As first time homebuyers, Millennials will also invest in a much longer consideration window. They want time to shop, compare and see what they can get for their money. So don’t skimp on listings, like the Parade of Homes and weekly property listings online and in print.
2. Don’t cheat on SEO
It’s easy to rewrite the same webpage of copy several different ways, tweaking a few words here and there for search engine optimization (SEO) purposes. However, Google created an algorithm to crack down on these “doorway” pages and penalize sites that they feel fail to add sufficient value. This means that every page needs to have a specific purpose and should provide unique information and focus.
3. Recognize that email is alive and well
If you thought that email is an outdated way to reach your best prospects, think again:
- About 90% of Millennialsreport that they use email throughout the day, so make sure it’s part of your digital marketing plan.
- You’ll get the best results when your emails are customized to meet the expectations of emails users. Recipients skim through content quickly and are more likely to report spam than ever, so make sure your email program is relevant and effective.
- Consider hiring an email expert to help you develop and execute a customized email program. You’ll get more qualified leads when you know how to send the right messages, to the right people, at the right time.
Implementing these changes into your digital marketing plan may take a little more time upfront, but the payoff will be worth it. Get advice from experts and learn about all the different real estate marketing tools by contacting us to set up a free consultation today.
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 | Mar 2, 2016 | Advertising, Email Marketing, Insights, Search Marketing, Social Media Marketing
Try new strategies to reach this lucrative audience.
Lancaster County offers brides a wide range of on-trend wedding options. From customized engagement rings to reality-TV worthy cakes, engaged couples can get overwhelmed with choices. So how can your business stand out from the crowd?
1. I DO Bridal Magazine
I Do is produced in Lancaster County and highlights Lancaster County weddings and resources:
- It offers the kind of information that is especially appealing to brides.
- I Do is a bridal staple that offers local resources for venues, dresses, photographers, caterers and more.
- I Do distributes almost 10,000 copies throughout Lancaster County twice a year, to a highly targeted audience of local bridal shops, the twice annual Something Used Wedding Flea Markets, and local wedding shows.
- I Do is also mailed to every bride and groom who place an engagement announcement in LNP.
2. Direct Response Email
Today’s emails offer you highly targeted audiences:
- Using our direct response email program, LNP Media Group can help you develop highly visual emails with offers built right in
- We can also send emails to super targeted bridal lists in your market area, to help you get an exceptional return on investment
3. Social Media Advertising
No one loves social media more than Millennials. LNP Media Group can help you reach area brides through Facebook advertising, YouTube ads, and Instagram promotions. Contact a rep today to find out how affordable and effective social media advertising can be.
4. Paid search Advertising
Every time a bride looks for a new wedding resource, she is most likely to start on a search engine:
- 75% of people online are unlikely to move past the first page of a search engine.
- Paid search advertising (also called pay-per-click or PPC) are ads placed on the search engine results pages while people are searching for relevant terms like “bridal shops near me”.
- When you run a paid search campaign you’ll capture the interest of your intended audience while they are in the mood to buy.
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.
