July Back to School Marketing Trends and Tips for Businesses

by Diana Evans | Jul 18, 2023 | DAE & Company, Marketing

It’s that time of year when the sun is shining brightly, pool days are a weekly occurrence and vacation itineraries are in full swing. You would think that in the midst of all this summer fun, that school would be the last thing on peoples’ minds but you would be wrong. According to Google Trends, searches for “back to school” peak around August, which means your business needs to be thinking about your school-focused campaigns early in July.  And contrary to popular belief, you don’t need to be in the education industry to take advantage of the back to school shopping boom. So you need to ask yourself: What is your business doing to gear up for the back to school season?

If you haven’t already come up with a plan to effectively market your product or services this time of year — don’t stress! DAE and Company has created this blog to give you tips and tricks for successfully gaining brand recognition, building loyalty and increasing sales by tapping into this lucrative back to school market.

1. Get a head start. Get noticed.

Launching your campaign early is key to getting the biggest bang for your buck on your back to school marketing efforts. As we just mentioned above, shopping for pencils, notebooks and a new wardrobe starts well before the first day of class. Keeping this in mind will allow you to more relevantly engage with parents and students who like to plan ahead. Creating content such as checklists, guides and tips for a smooth back to school transition that showcase the products or services you offer. It’s about promoting practicality in a strategic and memorable way.

2. Use mobile to your advantage.

There’s no denying it. We are living in a digital world and it’s imperative that your back to school marketing has a strong mobile presence and is optimized for every type of phone user. Playing favorites between iPhone and Android users is never a good idea. 

Fact worth knowing: One mobile commerce statistic states that 60.9% of the U.S. population are mobile buyers. That’s 167.8 million mobile shoppers — a number that is expected to grow to over 187 million by 2024.

Additionally, you’ll want to make sure your company website has user-friendly navigation, fast-loading pages, and an easy checkout process to improve the overall back to school shopping experience. Consumers nowadays have low patience thresholds and extremely short attention spans when it comes to making purchases online. Any technological glitches or poor UX design will undoubtedly lead these potential customers to shop elsewhere. Knocking mobile out of the park is pivotal for experiencing higher conversion rates and building brand loyalty during back to school season.

3. Exclusivity is a good thing.

Consider running exclusive back to school marketing promotions and bundles that will entice consumers to choose your brand over competitors. And if you haven’t already, provide discounts on related items so that when customers make a significant purchase they are encouraged to buy more while feeling good about saving more. In fact, 94% of people use coupons and 38% buy more than they intended because they have a coupon. For consumers, getting a good deal really does feel good. For a business, selling more is good, too. That’s what we like to call a win-win in the world of back to school marketing outcomes. 

Just remember when you’re running a campaign like this it’s important to expand your reach online. Be sure to leverage social media platforms, implement email marketing, and use your website to strategically display your products or services.

4. Influencers, events and experiences – oh my!

Partnering with educational influencers can be a highly effective way to stand out among the sea of back to school marketing tactics. Reach out to teachers, stellar student-athletes, student-mathletes, and other outstanding community members. There are so many creative ways for you to join forces in order to shed light on the importance of education while marketing the products and services you offer. Getting recommendations from real and relatable people can go a long way. 

Experiential marketing, such as planning a back to school event, is another great way to reach students and parents. Let’s face it, capturing and keeping the attention of consumers is becoming increasingly more difficult through traditional advertising. After all, we live in a world where consumers can actively switch off or opt-out of seeing ads altogether. So don’t be afraid to put your event planning skills to work.

Remember this stat: Around 70% of users become regular customers after an experiential marketing event!

Hosting workshops, seminars and webinars that address relevant topics related to education are great for creating buzz around your brand. You can use these forms of marketing to identify your brand as a leader in the education industry, while fostering a sense of community. Not to mention, you might get some free press coverage.

5. Authenticity for the win.

Utilizing user-generated content can be a powerful form of back to school marketing. Whether it’s running a contest or simply asking customers to share their experiences with your products or services, this type of content builds authenticity around your brand. There’s nothing quite like real-life experiences to build trust among consumers. 

Not to mention, these types of campaigns appeal to parents’ emotions. Especially testimonials and success stories — those have a reputation for tugging at the heartstrings. Seeing as moms and dads play an important role in back to school shopping decisions, it’s a good idea to create content that speaks to them. Highlight how your products can improve their child’s educational experience or show how your service can simplify their lengthy to-do-list during this hectic time of year. 

Bonus tip: If the age range of your target demographic happens to be high schoolers or college students, your back to school marketing messaging should speak directly to them. At a time when these students are claiming their independence, treating them like adults will likely lead them to make the adult decision to stick with your brand.

6. Doing good is a great idea.

These days, people are more conscious about what a brand stands for and supports. Knowing this allows you to implement back to school marketing techniques that call attention to your efforts of making the world a better place. So build a campaign around a cause.

Whether it’s related to sustainability, social responsibility, economic stability, or educational initiatives — people will purchase based on a cause they believe to be worthy of supporting. An Edelman Earned Brand survey of 8,000 people across eight markets found that consumers believe brands are a more powerful force for societal change than government. These belief-driven buyers are now 59% of the U.S. market. 

There are countless ways for businesses to make a positive impact. The important thing is to remain true to the identity and mission of your brand. Today’s consumer knows how to tell when a brand is trying too hard. Instead, aim to try just enough. 

Back to school marketing: There’s always room to learn more.

As with any marketing campaign, it’s crucial to monitor the performance of your back to school efforts regularly. From tracking key metrics to soliciting customer feedback, you’ll want to use this information to refine your strategy moving forward. Evaluating and adjusting accordingly is necessary for improving outcomes. The back to school season is bursting with opportunities for businesses to connect with their target audiences, to build brand recognition, and to become ROI masters.

Once you have a better understanding of what we do, you’ll see how our team of experts can take your back to school marketing efforts to the next level. So make the educated decision to contact us today!

The Impact Of Social Media And PR For Healthcare Businesses

by Diana Evans | Jun 25, 2023 | DAE & Company, Marketing

In today’s digital age, social media platforms are an integral part of our lives when it comes to communicating, gathering information, and making decisions. In fact, there is much more to social media than the ‘social’ aspect. 

DAE & Co. has witnessed the power of social media as an online business marketing tool. Integrating thoughtfully curated digital content into our clients’ campaigns has allowed us to transcend industries and demographics with every click, comment, like, and share. So it should come as no surprise that healthcare companies with the insight to implement effective social media and public relations strategies reap plenty of benefits. Here are some of the main ones every healthcare business should keep in mind.

Trust and Credibility

In the healthcare industry, building trust and credibility is a top priority. Patients want to know they can depend on their healthcare provider to give them the best medical advice and the highest quality of care. By actively engaging with patients and the general public via social media channels, healthcare companies can humanize their brand by showing their commitment to prioritizing the patient. 

Statistic: 80% of internet users search for health information, and almost 50% would like information about a specific doctor. 

Source: Medical GPS

Takeaway: It’s crucial to put a face to a name. Give patients the opportunity to get to know the healthcare provider. In addition to consistently sharing educational content, it’s equally as important to share doctors awards and recognitions, expert opinions they have offered within their disciplines, and success stories that demonstrate a dedication to the wellbeing of their patients and society as a whole. 

Maintaining authenticity within the messaging is also key. People don’t want to feel like they are being sold to in general but especially when it comes to their health. As qualified as a healthcare provider may be, patients want to know that the ‘caring’ component is genuine. 

Patient Engagement

Social media platforms allow healthcare companies the opportunity to meaningfully engage with their patients and encourage them to take an active role in their own health. Interactive campaigns — such as patient stories and live Q&A sessions — are a great way for healthcare businesses to facilitate conversations, address concerns, and provide a supportive online community for patients. These are prime examples of ways social media can strengthen the patient-provider relationship through an added element of connectivity and transparency. 

Statistic: 60% of doctors say social media improves the quality of care delivered to patients. 

Source: Demi & Cooper Advertising and DC Interactive Group

Takeaway: It’s not only the patients who value transparency and authenticity. Doctors also recognize the value of social media to spur important conversations that lead to an improved quality of care. 

According to EMR Thoughts, two out of every three doctors are using social media for professional purposes, often preferring an open forum as opposed to a physician-only online community. This only further supports the above mentioned observation that social media is setting a new standard for transparency within the healthcare industry. Don’t make your patients feel as though they’re in the dark by staying in the dark ages. Make your doctors’ and healthcare providers’ presence known by joining in these highly sought after online conversations.

Another healthcare marketing tactic to consider is creating a health-related app that focuses on your specialty. A vast amount of smartphone owners have at least one health app on their phone — exercise, diet and weight management apps being the most popular. If an app doesn’t fit into your budget or overall strategy, it is still imperative for healthcare companies to have a strong mobile user experience and marketing focus.

Brand Awareness

In an increasingly competitive healthcare landscape, establishing brand awareness is critical for patient acquisition. Social media platforms are an effective and cost-efficient way for healthcare businesses to reach their target audience and stand out from the crowd. 

Statistic: According to a PricewaterhouseCoopers report, 41% of patients said that social media content impacted their choice of hospital or physician. 

Takeaway: It is worthwhile to invest time and money into utilizing targeted advertising campaigns that incorporate valuable and engaging content to effectively capture the attention of potential patients. The success rate of your customer acquisition can be significantly impacted by an individual’s social media experience with your healthcare company. 

The various social media channels available to healthcare businesses also helps drive traffic to your company website, increases search engine optimization, and can lower overall patient acquisition costs. It’s important to remember you aren’t just limited to static content. Video has become an extremely powerful tool in the social media space. 

According to Google’s Think Insights, YouTube traffic to hospital sites has increased 119% year-over-year! Be sure to use this information to your advantage and find ways to create video content based on interviews, patient testimonials, and other forms of content that effectively highlight a human element along with the value of your facilities and experienced healthcare providers. 

Reputation Maintenance

This is where the Public Relations (PR) component of social media comes into play. Every healthcare company works hard to build a credible reputation and once you’ve established that trust among patients, you must continue working to maintain it. Seeing as news travels fast nowadays, having an effective PR strategy in place is essential for protecting the reputation of healthcare companies.

Particularly during times of crisis, providing accurate and timely information becomes crucial. Leveraging social media platforms, healthcare organizations can quickly communicate important updates, health guidelines, and emergency alerts to a vast number of individuals. This real-time accessibility helps combat misinformation and allows for concerns to be addressed. These proactive PR efforts foster a sense of security and dependability among the general public. 

What Does This All Mean?

Social media and public relations go hand in hand with successful healthcare marketing efforts. Together, they allow healthcare organizations to shape their brand narrative, build recognition, highlight achievements, and maintain a positive image within the industry and among the public. 

As social media and PR continue to revolutionize the way healthcare providers communicate and engage with patients, there exists an apparent value in teaming up with a professional marketing agency like DAE & Co. With experience in the healthcare industry, a vast array of services, and a proven track record for helping clients to achieve their goals, we’re ready to take care of your healthcare company’s needs. Get the conversation started. 

How to Quickly Improve Your Website Copy & Get Better Results

by Diana Evans | Apr 27, 2023 | DAE & Company, Marketing

Imagine this: You’ve put together an incredible marketing campaign that’s driving traffic to your website. Your audience is hooked by your messaging on social media or your latest commercial. But as soon as they arrive on your website, excitement dwindles. 

They’re disappointed by the disconnect between what they saw before and the lackluster copy on your site. This leaves a sour taste in their mouth, and they may choose to take their business elsewhere.

This is where the power of words comes in. Crafting compelling website copy is vital to the success of your business, as it affects your site’s search engine rankings, user engagement, and ultimately, your conversion rates. 

But how can you quickly revamp your website copy to maximize potential and ensure a cohesive experience for your visitors?

Website Copywriting Tip #1: Brush up on writing basics

Writing is a skill that takes time and focus to develop. If you haven’t done much writing lately, take some time to review writing basics before tackling a website copywriting overhaul. 

• Browse popular writing resources like Purdue Owl, Associated Press, Grammar Girl, and your own internal style guide for a refresher on punctuation, sentence structure, and other writing fundamentals.
• But don’t stop there! Writing for the web requires a unique set of skills that differ from traditional print media. To ensure your web copy is engaging and accessible, check out these Best Practices for Web Writing from the University of Maryland, Baltimore to get started. 

By mastering the basics of writing and understanding the nuances of web writing, you can create content that is polished and compelling. Take the time to refresh your skills and elevate your writing to the next level. Your readers (and your conversion rates) will thank you.

Website Copywriting Tip #2: Use writing tools wisely 

By utilizing editing tools, marketers can save valuable time and resources while producing high-quality content that resonates with their target audience. 

Let’s look at a few of our favorite editing tools — and how to get the most value out of them. 

Hemingway Editor

Clear, concise writing is key to helping your customers and search engine bots understand your content. Hemingway Editor will highlight common writing issues like passive voice and complex sentences to help you improve readability. 

Simply copy and paste your unique content into the app and Hemingway will give you a readability score and other helpful metrics. You can look at the highlighted areas to remove jargon, shorten sentences, and simplify your writing. 

Keep in mind that the tool doesn’t know who you’re writing for. You have to use common sense when deciding what readability score is appropriate for your target readers. 

Say you’re writing a post about the benefits of a new prescription drug. If the post was geared toward medical professionals, a higher readability score makes sense since you’d be using complex scientific terms a professional would be familiar with. 

On the other hand, those complex terms may confuse the average consumer dealing with a medical issue. You’d probably want to aim for a lower readability score when writing for that audience to ensure they will understand.  

Grammarly

Grammarly is a cloud-based typing assistant that looks at spelling, grammar, punctuation, and more. It’s a great defense against blatant errors in your content. 

Much like Hemingway, you copy your writing into Grammarly. The free version allows you to just see major mistakes and a few other key metrics. The paid version will offer you additional insights and writing suggestions, as well as a plagiarism checker. 

Take each suggestion with a grain of salt. While Grammarly can provide helpful suggestions, it also has a fair share of inaccurate and unnecessary changes. Only choose the ones that make sense for your brand and your audience.

It’s also important that you don’t use Grammarly as a replacement for a human editor. Things still slip through the cracks. Whenever possible, have someone else review your work as well. 

Website Copywriting Tip #3: Act like a reporter

Put on your journalist cap and act like a reporter as you dive into your website’s content. Interviews, keen observations, and a structured approach can make a big impact on content quality and conversions. 

Conduct interviews 

Reporters spend a lot of time interviewing and use quotes to make articles more balanced, engaging, and accurate. You can use that same approach to boost your website’s content. 

Spend time talking to employees, industry experts, and customers. Their perspective can help you craft content that’s easier to understand and better addresses key pain points. 

Observe 

Reporters are also on the front lines of newsworthy events, taking in the sites and sounds. You should also step away from your computer screen and observe your company in action. 

Use your product. Pretend you’re a customer and go through the sign-up or check out process or visit your manufacturing facility and retail locations. 

Whatever the case may be, you’ll find a lot of valuable insights and ideas to make your content more engaging. 

Structure

Journalists also use headlines and the inverted pyramid writing structure when crafting news stories. The idea is to put the most newsworthy information — such as who, what, where, when, and why — first, then work your way into more detail. This approach works well with online content too, since most readers are skimming rather than reading every word. 

Make it easy for your customers to find the “need-to-know” information about your product or service. 

• What does your product do? 
• How does it benefit customers? 
• How do they buy it? 
• How much does it cost? 
• How do they contact you? 

If customers can’t answer these questions within a couple of seconds looking at your site, they may lose interest or move onto the next thing. 

If possible, have someone not associated with your company take a look at your site or blog and see if they can answer basic questions at a glance. 

Website Copywriting Tip #4: Create an outline

Before you dive into writing your website copy, take time to put together an outline. Outlines help you focus and hone the structure and overall flow of ideas in your writing. 

Outlines help you avoid going off on random tangents that interrupt the flow of your piece. You’ll also minimize time wasted on researching and writing content that gets deleted or reworked later on. 

An outline should include potential headers and 2-3 bullet points of what you plan to talk about in each section. Don’t worry about spelling or complete sentences at this point, just focus on the main ideas and flow. 

Ideally, you’ll let this sit for 24 hours or so and then come back to it with fresh eyes. It’s also helpful to have an editor or fellow colleague to review your outline and offer feedback.  

Website Copywriting Tip #5:  Hire a professional

Sometimes the quickest and most effective way to improve your website content is to hire a content marketing professional. If you don’t have the time or energy to dedicate to content, bringing in an agency can be a great start. 

Crafting high-quality web content requires a keen eye for detail, a deep understanding of language, and years of practice. Professional copywriters, bloggers, and content marketers have honed their skills over countless hours of research, writing, and revision. 

These professionals can quickly assess a piece of content, identify key themes and messages, and optimize it for maximum impact.

But what if you prefer to write your own web content? That’s where an editor or content strategist can be invaluable. These professionals can provide an outside perspective, helping you identify areas for improvement and craft a cohesive content marketing strategy that aligns with your goals. 

By working with an editor or content strategist, you can elevate your writing to the next level and achieve even greater success with your content marketing efforts.

Start writing today!

Ready to take your website copy to the next level and drive more conversions? Don’t wait any longer. Start implementing these tips today! 

With a focus on crafting high-quality content, you can attract more visitors, engage your audience, and ultimately, grow your business. 

And if you need website copywriting support, we’re here to help! DAE & Company has a proven track record of success. Our talented team can help you craft compelling, conversion-driven content that resonates with your target audience.