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!
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.
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.
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.
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.
Although digital marketing is not new, keeping up with the latest trends and best practices can feel like an overwhelming, full-time job. Trying to ‘figure it out as you go’ is not for the faint of heart or budget savvy individuals. There’s a reason why large corporations and independently owned businesses hire professionals to handle their digital marketing.
At DAE & Co., we’ve found that an expertly crafted combination of strategy and creativity is the digital marketing sweet spot that yields the best results. Digital marketing typically involves the planning and execution of public-facing online content in a way that builds trust while boosting brand awareness and engagement among consumers. That being said, there are many questions surrounding the concept of digital marketing services. Let’s take a moment to go over some of the most frequently asked ones.
What does a digital marketing agency do?
This is a loaded question that could be another blog post in and of itself. There are so many moving parts involved in a digital marketing agency’s deliverables. A full-service digital marketing agency offers end-to-end solutions for a company’s online presence. That includes branding identity, website creation, blogging, SEO (Search Engine Optimization) enhancements, mobile marketing, email funnel marketing, social media content, pay-per-click advertising, videos, fully integrated digital marketing campaigns, and more.
There are agencies who solely focus on digital marketing efforts while others, like DAE & Co., have omnichannel marketing capabilities designed to complement any digital marketing tactics. We love a well-executed omnichannel campaign that brings a brand to life online and offline, creating opportunities for increased brand recognition and authentic connections among consumers.
It is common for a digital marketing agency to work on both short-term campaigns and long-term maintenance. Either way the ultimate goal remains the same — to help a business boost their conversion rates among new customers while retaining existing ones. Equally as important as the digital marketing strategy is having the ability to determine its effectiveness. This brings us to our next question.
What are the best ways to measure digital marketing campaigns?
There’s a lot that goes into launching a digital marketing campaign. From securing a budget and outlining a strategy to creating content and optimizing for an increase of clicks to conversions. The one variable that ties everything together is knowing how to measure whether or not the digital marketing campaign was successful. In order to truly understand the effectiveness of your marketing efforts, you need to start by identifying SMART goals. These are goals that are:
- Specific – Easy to understand, your goal should clearly define what you want to achieve.
- Measurable – Choose KPIs (Key Performance Indicators) that allow you to track progress. For example, say you want to gain 100 new subscribers as opposed to a generic goal of increasing brand loyalty.
- Achievable – Set yourself up for success by keeping budget and resources in mind. Consider where you are today in order to set future goals that are realistically within reach.
- Relevant – You always want to stay true to your brand identity and overarching mission. Consider your reason for setting a goal and how it will positively impact the longevity of your business.
- Time-bound – A deadline acts as a source of accountability that makes a goal more effective. If your focus is on increasing your social media following, specify the amount by which you want it to increase and a fair timeline in which to achieve that growth.
After defining your SMART goals, the next thing you need to do is identify your target audience. Knowing who you’re speaking to is critical to creating a digital marketing campaign that resonates. As much as people get hung up on demographics, DAE & Co. pays close attention to psychographics. After all, an individual’s values, emotions and state of mind have the ability to transcend characteristics such as age and gender. Especially when you’re selling an experience.
Once you know what you’re trying to achieve and who you are trying to reach, you need to choose digital marketing metrics that match the goals you’ve set. This is not the time or place for estimations or guesswork. You want to rely on hard data. Being that there are so many KPIs to choose from, we’ve compiled a list of some foundational digital marketing metrics.
Website Traffic Metrics:
- Traffic By Source
- Bounce Rate
- Page Views
- New Versus Repeat Visitors
- Session Duration
- Conversion Rate
Email Marketing Metrics:
- Open Rates
- Bounce Rates
- CTR (Click-Through Rate)
- Conversion Rate
PPC (Pay Per Click) Campaign Metrics:
- CPC (Cost Per Click)
- CPA (Cost Per Acquisition)
- ROAS (Return on Ad Spend)
Social Media Campaign Metrics:
- Social Reach
- Social Media Follower Growth
In addition to choosing the right KPIs, you also need to set up a way to track them. Google Analytics and Tag Manager, other website analytics tools, and built-in social media analytics are great starting points. Tracking your results is only part of the equation. You’ll need to determine where your digital marketing content should live — including social media platforms.
Which social media platforms are best for business marketing?
According to Statista, Facebook remains the most important social media platform for many digital marketers. That being said, each social media channel comes with its own set of pros and cons. Instagram, TikTok, Twitter, LinkedIn…they can all prove beneficial to your digital marketing goals depending on where your target demographic is most likely to be found and what type of content matters most to them.
We are merely scratching the surface when it comes to the inner workings of the digital marketing world. It’s no wonder searches for digital marketing services have seen a 40 percent increase according to Google Trends. Here’s another question you might want to ask yourself if you haven’t already.
Is it worth it to invest in a digital marketing agency?
Choosing to work with a professional digital marketing agency is an investment that will pay off for your business in the long run. In addition to saving you time and unnecessary stress, you’re likely to see a greater Return on Investment (ROI) than if you were to handle everything in-house or DIY it.
The dedicated and experienced team at DAE & Co. have built a trusted reputation for consistently delivering on client’s expectations thanks to the following capabilities and approaches.
Removing ego from the equation. We are believers in collaboration and are committed to working with you in your digital marketing efforts. Always doing what is in the best interest of your brand, pride will never get in the way of exceptional results.
Never resting our laurels. We don’t get caught up in feeling comfortable. In fact, we love a good challenge! We have an insatiable desire to stay on top of the latest digital marketing trends and constantly seek ways to enhance our skills. And even though there’s no such thing as perfection, we see no harm in aiming to achieve it.
Offering a new perspective. Sometimes it can be hard to get out of your own head. We’ve experienced it ourselves. That’s why it never hurts to have an experienced agency come in with a new set of eyes and objectivity that can lead to an effectively innovative digital marketing approach.
Refining the process. Since inception, our marketing agency has continued to improve upon the way we do things. What that means is that you benefit from our growing pains and take comfort in knowing we’ve overcome that initial digital marketing learning curve so your business doesn’t have to do the same.
This collective experience has allowed us to determine what works and what doesn’t. It sets us apart from the competition so that we can do the same for you and your business. One of the many things we have learned is that it never hurts to explore the possibilities. Let’s talk about what we can accomplish in your future digital marketing campaign ventures.
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.
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 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.
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.
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.
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.
Most entrepreneurs we meet have an unrivaled passion for their businesses, products, and services. They have incredible stories about why they started their business, how their work makes a difference, and know better than anyone why their goods or services are the perfect fit for their audience. Where many of these business owners fall short is having the time and resources to turn that passion for their business into an efficient, effective marketing strategy.
Strategic marketing is often the last thing on your to-do list when you have many things to do and hours a day. When you’re so wrapped up in the day-to-day operations of a business, tasks like managing employees, handling finances, and ensuring customer satisfaction often stand between you and developing a successful marketing plan. Maybe you throw up a random Instagram post or send an email update when you have time. Or perhaps you’re overwhelmed and don’t know where to start.
Trust us when we say you’re not alone. We’ve worked with plenty of solopreneurs and small businesses in the same boat — and we’re here to help.
With the right approach, you can maximize your limited time and resources and reach a wider audience with your marketing. Let’s shine a spotlight on your brand and help connect your unique offerings with the wants and needs of your target audiences.
Here are a few marketing tips to help you thrive as a solopreneur:
Set Clear Marketing Goals
The first step to effective solopreneur marketing is goal setting. With limited time and budget, goals are key to helping you focus and prioritize your marketing efforts.
Start by thinking through and documenting your marketing goals and aligning them with overall business objectives.
Not all goals are created equal; some will be more important or time-sensitive than others. Consider which goals will have the most significant impact on your business, and focus on those first.
Once you’ve prioritized, set specific deadlines for each goal to hold yourself accountable. Consider breaking down large goals into smaller milestones to keep yourself on track. For example, you may have a yearly sales goal you’re hoping to hit. Break those numbers down monthly so you can track your progress and pivot your marketing as needed.
We also recommend that you keep your goals visible. Use a goal-setting app, post them in your office, or set check-in reminders on your phone.
Get to Know Your Target Audience
Every solopreneur and small business owner has one key thing in common — they understand their customers’ needs and pain points. Take that a step further to do some market research that lets you know what they need from you before buying. Learn about their shopping habits, where they like to spend their time online, what questions they typically have for salespeople, and who they trust regarding reviews.
Here are a few ways you can get to know your customers better without spending a ton of time or money:
- Send out polls and surveys. Create an Instagram Story or Twitter poll that allows customers to share their thoughts about your product or service. An automated popup or email survey shortly after a purchase is also a great way to get quick feedback from customers.
- Read comments and reviews. If you only have an hour a day to devote to marketing, use it to read your mentions, comments, and reviews. A social media listening tool, like Brand24, can help you efficiently track and respond to your customers online.
- Scope out competitors. Take some time to dive into competitors that work with similar audiences. What are they posting about on social media platforms? What are customers saying in reviews and comments? You can use that info to make your brand and messaging more relevant and engaging.
Create & Share Valuable Content
Once you know who your audience is, you’ll be able to create high-quality content to attract, engage, convert, and retain customers.
By providing valuable information or entertainment, you can position yourself as an expert in your field, build trust with your audience, and gain brand awareness through targeted search engine optimization.
Embrace your personal experiences and expertise
Customers are buying you and your story as much as they’re buying a product or service. Whether creating a blog, social posts, video content, or podcast, everything should tie back to you, your values, and your mission. It’s more important than ever that your brand offers connection points with your target audience. People aren’t just looking for a product or service these days. They seek a brand or business that resonates with their values, lifestyle, and beliefs. Showcase the story behind your brand, your team, and the values and missions that drive your business.
When customers connect with a brand on a personal level, they are more likely to become loyal customers and advocates for the brand. This is why small business owners must understand that customers are not just buying a product or service but also buying into the brand. Marketing through storytelling allows you to build a stronger connection with your customers and differentiate your business, no matter how saturated your market is.
Optimize your content
You can create the most relatable content in the world, but it means nothing if people don’t read it. You’ll get the most bang for your buck with every post if you take the time to optimize it for search engines and your readers.
Small business owners and solopreneurs often get intimidated when they hear “search engine optimization.” While there’s a lot that goes into SEO, here are a few basic steps to get you started:
- Identify target keywords or phrases. You want to use relevant words or phrases that your customers would use to search for throughout your blogs and website copy. A search engine optimization tool like Semrush can help you find keywords and create targeted posts.
- Make the content easy to read. Use subheadings, bullet points, lists, and short paragraphs to break up big blocks of text. Formatting will make it easier for your customers to read your content across devices. Writing tools like Grammarly can also help improve readability.
- Link to relevant pages. Include links to relevant resources to support your content. Linking to other pages on your site and other trustworthy sites on the web helps search engines understand the context of your content and makes your website more accessible for customers to navigate.
- Use images and videos. Use high-quality photos and videos to support your content. Optimize the images by compressing their size, using descriptive filenames, and using alt tags that include the target keyword.
If you follow these tips every time you post content, you’re off to a good start.
Focus on quality over quantity
When it comes to content, we know your time is limited. That’s why we tell solopreneurs that it’s more important to focus on posting relevant content sparingly than it is to post a lot of mediocre content.
With that in mind, here are a few tips for posting content on your website and social channels.
- Pick a sustainable posting cadence. Maybe you can commit to one blog post or social post a week. Or perhaps it’s just one a month. Either way is acceptable if you’re consistent so your followers know what to expect.
- Create an editorial calendar. A documented posting schedule will help you stay on track and determine when and where to post. Use a free template online or a project management tool Monday.
- Schedule your content. You can’t be at your desk all the time. Many social platforms and tools like Hootsuite and Later will also allow you to schedule posts and maximize your time.
Stay on brand
The key to any business is to build a strong, recognizable brand that resonates with your customers. However, it can be challenging to maintain consistency across all aspects of your business when you’ve got so much on your plate.
If you haven’t already, we recommend investing in a brand strategy to ensure all your marketing efforts are visually aligned. The right branding partner can help you achieve a more impactful and cohesive brand.
Your brand strategy should provide an overview of your brand’s personality, values, and visual identity. It’ll also include details such as your logo, color palette, typography, tone of voice, and messaging.
Review these guidelines whenever you create content and share them with external partners so everyone is on the same page.
It’s also helpful to have your branding partner perform a brand audit every quarter and make adjustments as needed to ensure consistency. When you choose DAE & Company as your branding partner, you can rest assured that we’ll always have your back when it comes to putting your brand’s best foot forward.
Get marketing support when you need it
Running your own company can mean long hours and never-ending to-do lists. After all, you’re responsible for every aspect of the business. You can’t (and shouldn’t) do it all alone.
Working with a creative marketing agency can take some of the stress and marketing to-do’s off your plate, allowing you to focus on customers and running your business.
At DAE & Company, we love working with solopreneurs and small businesses, from brand strategy development to marketing campaign launch and optimization. That’s why we designed small business marketing packages specifically for you.
Whether you’re looking to launch your business or want ongoing marketing support, our tiered-pricing structure means we have something to suit every budget. Let’s talk more about how we can help you!
The hospitality industry felt the pinch of COVID-19. But in 2023, we’re starting to see a comeback and business is looking up for our clients and partners in the travel and hospitality industries. The past few years have changed us as humans and impacted how we travel. Understanding these shifts gives hospitality businesses an opportunity to adjust how they connect with their current and potential customers.
Let’s look at some of the most recent data and research from Skift’s State of Travel 2022 report and discuss how your business can update your brand positioning to align your marketing and messaging strategies with the emerging traveler preferences and industry trends.
Inflation is impacting travel
We’ve all felt the sting of inflation recently. Recreational travel may be challenging as people battle rising costs for necessities such as groceries and gas. Data suggests that global inflation has hit its peak, but consumers will feel the impact for at least a few years to come.
According to Skift’s research, “few are outright canceling trips, but many are downgrading spending to cheaper alternatives.” The travel report showed that travelers are cutting costs by spending less on food and activities, utilizing alternative transportation options, and looking for deals and cost-effective destinations.
As you look to connect with these budget-savvy travelers in 2023, here are a few marketing strategies to implement:
Adjust your geographic targeting
Adjust the target geographic area in your advertising campaigns, focusing more on travelers within driving distance. As you adjust your geographic targeting, consider your messaging as well. Focus on drivable vacation searches, quick getaways, last-minute trips, staycations, and other key phrases indicative of the drive market. Align your marketing messaging with the concept of getting away without the cost of airline flights.
Highlight cost-saving amenities/opportunities
As customers look to save money on food and activities, highlight your amenities that budget-savvy travelers can utilize and consider adding value-added packages.
If your rooms have kitchenettes or the ability to store food, let your potential guests know they can bring their own food. Complimentary breakfast buffets, discount on-site dining cards, and discounts/freebies at local restaurants will also grab their attention if they want to save money on dining out. Low or no-cost activities — such as free access to the hotel pool or fitness center, walking tours, group activities, free transportation, free parking, and games — should also be front and center in your marketing efforts.
A blog highlighting how much fun they could have on-site and in the area without spending anything extra could help put you on the visitors consideration list.
Run sales and promos
During slow periods, discount codes, sales, contests, and giveaways can appeal to travelers feeling the pinch of inflation. Maybe they’ve been dreaming of warm California beaches, and a flash sale is just what they needed to make it work in their budget.
Planning these strategic discounts throughout the year can help boost bookings, increase exposure, and increase revenue when things are slow. And remember, once you have them as a past guest, it is much easier to reach them with additional offers.
Embrace Work from Anywhere
We’ve seen a considerable upswing in remote working. The idea of “work from anywhere” is becoming more of the norm. According to the U.S. Census Bureau, the number of people primarily working from home tripled between 2019 and 2021. And now that travel is back, people are looking to take advantage of their work freedom.
As such, hotels, short-term rentals, and hospitality businesses have an opportunity to connect with the 27+ million people with remote work flexibility. According to the Skift data, “bleisure” (blended business and leisure trips) is the new normal. Many of these blended travelers extend their trip by 3-6 days and bring their families. Capture these bleisure travelers by adjusting your marketing campaigns to focus on both work and play.
Highlight your business amenities
On-site business amenities can be a big draw. Monitors, printers, and fast and reliable internet access are essential to remote work and are not always accessible or easy to pack along on trips. Keep these amenities front and center across your marketing channels to attract business-focused travelers. Consider and stay, play and work package that includes business amenities along with amenities for family.
Partner with other businesses
On-site or nearby coffee shops, cafes, and coworking facilities are also excellent selling points worth promoting to potential bleisure visitors across your marketing efforts. Hospitality businesses might consider collaboration or partnership opportunities to connect with digital nomads and WFA travelers better.
For example, a hotel and coworking facility might team up to offer a complimentary shuttle service. Or a coffee shop may provide a discount for guests at a nearby partnering hotel.
Plan after-hours activities
People often bring their family along on these extended bleisure trips or want to explore/relax outside work hours. By highlighting nearby and on-site attractions in your marketing efforts, you can showcase your venue as a well-rounded WFA experience.
Things like on-site spas or scheduled fitness/meditation classes can be a huge draw for those dealing with work burnout. Scheduled Happy Hours or other activities can also be a great way for colleagues who have never met in person to connect or for solo remote work travelers to meet like-minded folks.
Boost your hospitality marketing 2023
If you’re a hospitality business looking for some brand positioning and marketing expertise as you tackle marketing projects in 2023, we can help. The creatives at DAE are staying up on all the latest 2023 travel trends and would love to help you connect with travelers in a meaningful way. Let’s chat.