The social media landscape is constantly changing and it’s important for hotels to keep up to speed. As new generations come into buying power, we are seeing a rise in Instagram and TikTok. Facebook is still the #1 social platform, but there is a slight decline as the newer platforms are becoming more popular with the upcoming markets. Paying attention to emerging trends and markets is important and should be considered in every travel and tourism company’s social media strategy.
In fact, as per a recent study by Arrivia, nearly one in three travelers seek their next vacation ideas on social media. A whopping 60% and 40% of Gen Z and millennials, respectively, turn to social media for travel planning.
When a hotel simply posts random content on an inconsistent basis, the results are likely to be disappointing. DAE & Company has seen firsthand that in order to get the greatest return on investment, you need to commit to staying on task and on time on ALL relevant online channels. In this blog, we will outline why social media marketing is essential and ways to utilize it in order to boost your hotel’s visibility, engagement with target audiences, and ultimately put more heads in beds.
Bookings Begin With A Swipe
The majority of today’s guests are turning to their social media feeds for travel inspiration. And in this process, they are on the lookout for stunning visuals, five-star reviews, and the opportunity to connect. This powerful trifecta of elements forms the heart of hotel social media success. Let’s take a moment to go into more detail about each one of these variables.
Every hotel has a unique story to tell, and your brand identity is the narrative that distinguishes you from the rest. Brand development is a pretty big process, which is why we suggest working with an agency like DAE & Company to help define and develop a brand that is meaningful. Necessary components include a brand mission, value, promise, positioning, market analysis, target audience identification and research, and target market relevance. From there, a campaign and creative strategy (including key messaging) is developed. This content is used for outreach and supports the brand while acting as the tool that effectively showcases your brand to the identified target market. This strategically developed brand and campaign can then be used for organic outreach.
All that said, if you’re working with a tight budget and don’t have the funds to develop a researched and defined brand strategy, you can start by defining your hotel’s mission, values, and personality. Is it a luxury resort, a boutique hotel, or a family-friendly destination? Once you’ve clearly defined your hotel, your social media content should consistently reflect and reinforce this identity. It is also extremely important to create social media posts that are symbiotic with paid media so that both complement each other.
Remember, these online platforms essentially act as digital billboards offering your hotel the chance to reach an audience far greater than allowed by traditional marketing channels. So go ahead and flaunt all the brag worthy details that make your hotel spectacular! Post a blissful image of your hotel’s infinity pool or share a video showcasing the wow-factor of your regal lobby or share a recipe inspired by your bar’s signature cocktail. Embrace the ability to highlight your unique amenities while making your brand’s personality seem tangible through the screen.
Just be sure to use a distinct color palette, logo, and design style across all platforms to create a cohesive visual brand. Maintaining this consistency is an effective way to build brand recognition and trust among your audience.
DAE & Company Tip! When it comes to social media for hotels, a picture truly is worth a thousand words. So be sure to invest in professional photography and videography to accurately capture your hotel’s features, rooms, amenities, and surroundings. High-quality visuals not only garner your audience’s attention but also invite them to dream about their next vacation at your property.
Social media platforms are more than a stage to showcase your hotel’s charm. It is the chance to encourage positive, two-way communication. The simplicity of direct messaging allows guests to quickly ask questions, make special requests, and even plan their trip in real time. This opportunity to interact allows hotels to show off their hospitality skills and improve the overall guest experience. Engaging with your audience shows that you care about their opinions and are committed to delivering exceptional customer service.
Never underestimate the impact of providing prompt, personalized responses to guests, taking interest in their opinions, and making a conscious effort to post content that is relevant to your audience. Bearing all of this in mind is key to optimizing your social media marketing strategy. In addition to being attentive, it is wise for hotels to be vested in encouraging guests to share their experiences online as well. This brings us to our next point…
User-generated content is a great way to build a sense of community and authenticity. Encourage your guests to share their experiences by creating a hotel-specific hashtag and featuring their posts on your profile. You may also want to consider incorporating contests or giveaways that require users to share their content using your hashtag. People are always more willing to participate when there’s an incentive involved. User-generated content can be particularly powerful as it provides authentic testimonials of the guest experience.
Over half of vacationers (60%) post photos on social media while away. When it comes to Millennials specifically, that number rises to 97%. Source: Passport-Photo
Influencer marketing is a social media content strategy that is brilliantly complementary to user-generated content. Having gained immense popularity in recent years, partnering with influencers who align with your brand and target audience can help you reach a broader demographic and generate interest in your property.
These individuals who have garnered an impressive following on their own social media channels can effectively showcase your hotel, amenities, and local attractions. This is yet another online vehicle for impacting potential guests’ decisions. It can be the difference between them choosing to book with your hotel over your direct competitor.
DAE & Company Tip! If you’re looking to increase engagement, ask questions and run polls to encourage interaction with your content. You can also share fun facts, trivia, or local tips related to your hotel’s location to spark conversations and build a sense of community among your followers.
Additionally, it is wise to incorporate some of the most shared social images and comments into your website (just make sure they are curated before they appear on your pages). Adding this user-generated content to your site will help with search engine optimization while impacting the decisions of others who are influenced by the opinions of their peers.
The Right Platforms Get The Right Results
Not all social media platforms are created equal, and it’s essential to choose the ones that align with your target audience and goals. Instagram, TikTok, Facebook, and Twitter are commonly used for hotel marketing. Depending on your marketing strategy and positioning, platforms like LinkedIn can be used to attract businesses while Pinterest is great for the dreaming and planning stages of vacation. Consider the demographics of each platform and tailor your content accordingly. For instance, if you run a luxury resort, Instagram’s visually appealing content and affluent user base may be a perfect fit.
More Good Social Media Stuff
In today’s digital age, where travelers are presented with an overwhelming amount of options of vacation destinations and accommodation options, it is pivotal for your hotel to have a compelling social media strategy. Just like Meredith’s infamous speech to McDreamy in Grey’s Anatomy, your content should clearly tell guests to “Pick me. Choose me. Love me.” You are more likely to get that message across by doing the following:
- Utilize Stories And Live Streams
Stories and live streaming features on platforms like Instagram and Facebook provide a great opportunity to share real-time updates, events, and behind-the-scenes glimpses of your hotel. Hosting live Q&A sessions with your staff or a virtual tour of your property can create a sense of transparency and engagement with your audience.
- Commit To Posting Regularly
Consistency is key to maintaining an active and engaging social media presence. Create a content calendar that outlines your posting schedule and content themes. Aim to post at least a few times a week to keep the interest of your audience and to prove the validity of your hotel within the travel industry. Hint! Be sure to change up your content across channels and tailor your message/photos/videos to fit each specific platform.
- Incorporate Paid Advertising
While organic reach is essential, paid advertising can amplify your social media efforts. Platforms like Instagram and Facebook offer highly targeted ad options, allowing you to reach users based on their demographics, interests, and behaviors. It is wise to consider investing in paid advertising for the promotion of events, special offers, or seasonal packages — especially considering that Facebook and Instagram have changed their algorithms to favor those that pay to play. This means advertisers get better organic exposure.
Success on social media for hotels can be defined by a dynamic online presence that engages and captivates a broad and relevant audience. First and foremost, it involves consistently sharing visually appealing content that showcases the hotel’s unique features, amenities, and the overall guest experience. Engaging with the audience through timely responses to comments, messages, and reviews demonstrates a commitment to customer service. Successful hotels also leverage social media to build a sense of community and loyalty, fostering a network of brand advocates and promoting user-generated content.
DAE & Company Tip! An organic social media strategy should be considered as one part of a robust and integrated marketing strategy. Our agency can design a 360 degree campaign that helps enhance your social media efforts and effectiveness.
Monitoring key performance indicators, such as reach, engagement, and conversions, is essential for measuring the current social media strategy’s effectiveness and adapting strategies as needed. Ultimately, a thriving social media presence helps hotels increase bookings, drive brand awareness, and maintain a positive online reputation, which are key indicators of success for hotels in the digital age.
DAE & Company has the expertise and resources to help your hotel achieve increased success on social media. We are capable of creating target audience assessments, design updates, developing content, monitoring results and more. Let’s talk!
With the holidays fast approaching, DAE & Company wanted to shed some light on some holiday marketing trends worth implementing. No matter what the size of your company, these marketing strategies have the potential to bring some significant profits and cheer this holiday season.
When it comes to budgeting for ad spending throughout the year, all months are not created equal. During the holiday shopping season, which includes October, November, and December, you should be spending a disproportionate amount of money on your advertising. According to the National Retail Federation, nearly 40 percent of people begin their holiday shopping before Halloween. But when it comes to getting into the holiday spirit, it’s not just about product purchases.
People love to travel and book vacations during this time of year as well. According to PricewaterhouseCooper’s (PwC) Annual Holiday Outlook Report, 47 percent of consumers will hit the road and spend 12 percent more — or about $510, on average — than they did last year. So if you’re in the tourism industry, you’ll definitely want to include targeted holiday campaigns to your overall marketing itinerary. And as you can imagine, planning in advance is crucial for reaping the best results.
Across the board of business categories, there are increases in the factors that contribute to your overall sales during the holidays. Consider the following trends to be somewhat of a holiday marketing wish list. Make note of your favorite ideas, get motivated and start laying out the groundwork for your seasonal campaign!
Embrace An Attitude Of Gratitude
Being thankful for what you have involves making a conscious effort to pay it forward. As human beings and as a brand, it is important to find ways to give back. People love knowing their money is contributing towards the greater good is just one more reason for them to choose your company over the competition — especially during the holiday season when people tend to be in a more giving mood.
Start by identifying a cause that is near and dear to your heart and that aligns with your overall brand mission. Whether it’s donating a portion of your profits or allowing the customer to choose to make a contribution to one of a handful of carefully curated nonprofits at checkout, your generosity will not go unnoticed.
Within the world of tourism, there has been a push toward making travelers more aware of their particular impacts on the destinations they are visiting and placing more intentionality on how they engage with the people and the environment during their getaway. Consider creating some sort of initiative that encourages travelers to engage with locals in a meaningful and mutually beneficial way. These benefits can vary depending on the specific needs of each destination: Manual labor, financial investments in infrastructure, economic opportunities, or support of local conservation initiatives. Any of these options can incorporate a “holiday twist” and will set the foundation for a successful seasonal campaign.
Connect With Your Community
Look for ways to collaborate with other small businesses or individuals within your community. There are countless ways to implement this trend, but here are a few just to get your wheels turning. Find a business in your neighborhood that offers products or services that are complementary to yours and agree upon a special holiday offer you can market to customers.
Another potential direction would be to run a contest that features local community members’ personal stories, highlighting their experience with your product or service. Yet another great option would be to hire local artists to design a limited edition version of your product, which creates a sense of urgency to purchase along with that desirable V.I.P. feeling.
These types of collaborations work great as additional giveaways to add to a holiday vacation package. It gives that “home away from home” vibe that people always appreciate. In fact, the PwC Annual Holiday Outlook Report found that during the holiday season almost 60 percent of U.S. consumers plan to take a trip within their home state. So go ahead, and get your community-centric brainstorm going because working together is a big part of what the holiday spirit entails.
Incorporate Elements Of Surprise And Engagement
Fostering unexpected and memorable experiences for consumers is a great way to increase brand recognition and profits. Plan to have a holiday-themed pop up shop that showcases the seasonal products or services you want to promote. And be sure to take all the details into consideration i.e. music, decor, employee attire, etc. Everything plays a part in the overall environment and feel for consumers. A branded, holiday photo booth is also a great option.
You can take things one step further and host a special holiday event! One that people will even willingly travel to attend! It’s worth noting that millennials are the biggest travel spenders this holiday season ($670), followed by Gen X ($611) and Gen Z ($447). These target demographics also tend to value experiences over things. This should reassure you that all the planning will be worthwhile when you see the turnout and have boatloads of amazing, authentic content (captured by the professional photographer/videographer you hired) to use as supporting holiday marketing in both social and traditional marketing efforts. There’s a reason repurposed content is all the rage these days — it’s cost effective and it works.
‘Tis The Season To Get Sentimental
Without a doubt, many purchasing decisions are dictated by emotions rather than logic. During a time of year filled with tradition and heartfelt memories, this theory becomes even more relevant. That being said, it is wise to create holiday campaign concepts that evoke feelings of warmth, comfort and the need to purchase your product in order to keep those sentiments going strong long after the holiday season has come to a close.
During your ideation process, look to universal truths for inspiration. You want an idea to which everyone can relate. Invite and make room for compassion. Showcase your brand’s capability to embrace empathy. Reveal the power of kindness and what humanity is capable of accomplishing when people work together. Capture the essence of what it means to remove unwanted distractions and responsibilities in order to spend quality time with loved ones.
You want to tug at the heartstrings while instilling a sense of hope and optimism, finding a way to tie it back to your brand. At the end of the day, people have a tendency to remember how something makes them feel more than the specifics of what was said or done. Unlock the power of those holiday emotions in your marketing tactics.
The Holidays And Tradition Go Hand-In-Hand
Don’t let the more traditional, proven marketing tactics get lost amidst all these innovative and intriguing ideas. Print, OOH, TV commercials and email campaigns have a track record for being extremely effective. As cited in a blog by Neil Patel, ad impressions typically increase by 50 percent during the holiday season, click-through rates rise 100 percent, direct traffic increases 150 percent, the average order value grows by 30 percent, and conversion rates go up 60 percent! That is a very impressive and convincing collection of statistics in support of budgeting for traditional holiday marketing methods.
Additionally, giving a holiday deal, discount or limited time vacation package promo is something that will never get old for consumers. After all, everyone loves to save money! Whether you decide to offer free shipping on all orders, complimentary gift wrapping, a fun holiday card included with every purchase, a bonus excursion or amenity, customers will appreciate these little gestures of generosity.
Wrapping Things Up
Almost four years after COVID-19 and the resultant restrictions, consumers are looking forward to going all out and celebrating the seasonal festivities. This is supported by a recent McKinsey survey that found 55 percent of Americans were excited about holiday shopping, with 56 percent of them starting their shopping in the month of October.
Another effect of enduring lockdowns has led to a trend endearingly termed “revenge travel.” Consumers have a reinvigorated desire to travel for longer and more frequently. According to Skyscanner, three-quarters (77%) of those surveyed said they’re planning to spend the same or more on trips abroad than they did in 2022, with almost half (41%) planning to spend more.
It’s about getting back lost time and experiences. This shift includes hospitality players looking for ways to provide a more experiential user journey, such as incorporating elements like augmented reality tours — a perfect opportunity to add seasonal marketing elements.
As you prepare to get your marketing budgets and strategies on point for the holidays, DAE & Company has the right team, skills and experience to deliver the perfect holly, jolly and effective campaign. It’s all about building brand awareness, making emotional connections with consumers, and convincing them to choose you over the competition.
If you want to end this year on a high note and get on the right track for the new year, DAE & Company is the marketing agency for you. The holiday season has already started, so contact us today!
As a trusted and effective creative marketing agency, DAE & Company knows a thing or two about the importance of having the right content. From planning to creating to repurposing, every part of the process has the potential to help increase brand awareness and sales. We’d like to impart some of our wisdom by sharing content creation strategies — specifically for your business blogs and social platforms.
Whether the current content could use a refresh or you’re in need of some content idea inspiration, we’ve got you covered. Without further adieu, here’s 30 days worth of potential content guaranteed to result in share worthy posts.
- Product Tutorials
Taking the time to walk consumers through the features and various uses for your products is extremely beneficial content. Potential and current customers want and need to know more about what you sell and how making a purchase from you can help solve a problem or make their lives better in some way.
- Case Studies
One of the best ways to build trust among consumers is to share success stories and real-life examples of how your products or services have benefited customers. As much as we believe in staying humble, there is a time and place for bragging — and this is it!
People love to get an insider look of what goes on behind closed doors. Whether you’re offering a glimpse into your company’s daily operations, workplace culture or ideation process, the viewers get the feeling they know you better. This, in turn, leads to increased brand trust.
Hint: Video is great for this type of content.
According to Wyzowl, 95 percent of people say that reviews – whether positive, or negative – influence their purchasing decisions. That’s an undeniable significant number. That being said, you’ll want to showcase positive feedback and reviews from satisfied customers on your social media channels. And if you can find a way to work them into your blog posts, you’ll earn some successful business marketing bonus points.
- Industry News
One of the most effective ways to gain recognition as a thought leader among consumers is to provide updates on the latest news, trends and developments relevant to industry. It shows that you value staying informed and recognize the power of innovation while caring enough to share that inside with your followers. That’s a win-win-win.
- Sources Of Inspiration
Everyone loves a good quote or book suggestion to get an extra boost of motivation, creativity, confidence or whatever else one might need in that moment. These are quick and easy posts that can be a one-off on social or a list for your blog.
Tap into your network of industry experts or influencers and conduct an interview with one of them. These types of posts are great because the interviewee is motivated to share your content on their channels as well, which means you get double the customer reach!
As a business owner or employee, you are aware of the questions and concerns that most frequently arise among consumers. Compile a list and provide all the detailed answers in one place. Your customers (potential and current) will thank you.
We believe that smart, strategic partnerships can be extremely beneficial for businesses. Anything from an event to a limited edition product is a great opportunity for content. Be sure to tag or give a shout out to your partner as it’s important to give credit. After all, you would expect them to do the same on their social media channels and blog.
- Comparison Guides
Go ahead and call out your competitors on their shortcomings (in a professional way). Comparing your products or services to the other options on the market will help customers make informed decisions. Of course, the goal here is to highlight the ways your business is superior. So be sure to know your strengths ahead of time and focus on those aspects in your post.
- Tips And Tricks
Sharing useful information related to your industry is a great way to gain customer loyalty. By providing a list of relevant tips and tricks for getting the most out of your products or services, you are giving consumers another reason to choose your business over that of a competitor who is not as informative.
- Dos And Don’ts
People appreciate the opportunity to learn from the mistakes of others as opposed to experiencing a first-hand mess up. Feel free to share what your business has learned along the way so that others can benefit from the knowledge you’ve obtained. Paving a smoother path for your consumers is a great way to earn brownie points.
- Video Tours
Video content is extremely effective on both social media channels and blog posts. It helps to keep viewers engaged and is more likely to be shared. Creating a virtual tour of your office space, production facility or stores is a great way to give customers a better sense of what you do on a daily basis to ensure they receive the highest quality service or products.
- Client Spotlights
If you have a happy client, make sure you highlight them in a social post or blog. Showcase how you’ve helped them to achieve their goals and how you can do the same for other potential clients. Be sure to praise the client for helping to make the process a positive one as well.
- Employee Highlights
We believe the people can make or break a place. Keeping that in mind, you want to give credit to the employees that contribute to the success of your business. Introduce team members along with their roles and responsibilities within the company. Adding a photo, video or fun facts are a great way to add some personality to your brand.
- Industry Insights
Social media posts and blogs are the perfect place to offer in-depth analyses, statistics, or predictions regarding the future of your industry. Consider creating an infographic, which is a visually appealing element that will help present this information to the consumer as well.
- Contests And Giveaways
Everybody pays attention when the word FREE or WINNER is involved. Find ways to run strategic, on brand contests or giveaways online. These types of promotions are great ways to both engage and reward your audience. It will also help you build your email list, as most people are willing to provide that information for a chance to win something valuable or cool.
- User-Generated Content
Don’t be afraid to let your audience do some of the content building legwork. Encourage customers to share their own experiences using your products or services. These types of social and blog posts allow you to avoid being overly salesy while adding an appreciated level of authenticity to your brand.
- Community Involvement
According to an article by Zippia, 82 percent of customers shop from brands that share their values. Showcasing the ways in which your business gives back to the community through participation in local events and initiatives is a great way to bring attention to your brand values. At the end of the day, doing good is good for business.
- Resource List
We don’t know about you, but we happen to love a good list. And it would seem that most consumers do, too. Compiling a list of helpful resources, tools, books or articles that your target demographic would find relevant makes for a great social media or blog post.
- Sneak Peeks
For those consumers who have a case of FOMO (fear of missing out), sneak peeks or teaser campaigns prove to be effective approaches. Whether it’s a new product release, special edition features, or upcoming events — you can create content that generates excitement and anticipation.
‘Tis the season to create content around holidays or special occasions. In addition to offering discounts or special promotions, try to think outside of the box to create engaging, themed content. Whether it’s a downloadable screensaver or a company branded greeting card, put a little bit of your business personality into your content.
- Webinars Or Live Streams
During the pandemic, we all realized the value of working together online. And that value still exists. Take advantage of the convenience and expanded reach potential by hosting live online sessions to educate, entertain, and interact with your audience. Just be sure to properly market the event in advance so that you get a good turnout.
- Interactive Polls
Part of building trust among consumers involves letting them know you value their opinions. Conducting polls or surveys to gather insights from your target demographic allows you to receive relevant feedback while showing you care. Hint: Adding a gift card or some type of “thank you” to show you appreciate the consumer’s time is always a good idea.
- Educational Series
Choose a topic that is on-trend, up for debate or relevant to your industry in some way and develop a series of posts or videos that delve deeper into the subject matter. Encourage comments and consumer engagement along the way. Maybe even incorporate some quizzes or “did you know” visuals to make the content more easily digestible.
- DIY Projects
Find your inner Pinterest-inspired voice and share DIY projects or ideas related to your industry. Find ways to showcase the creativity that exists within your products or services to get people excited about the possibilities of working with you or putting your goods to use. Hint: Ask your audience to share their DIY ideas with you, too!
- Educational Articles
In marketing, it’s wise to incorporate a variety of short form and long form content. Therefore, there is a time and place for offering in-depth guides or reports on relevant topics. Consider providing partial content for free and offer the remainder of the article in exchange for contact information.
- Solution-Based Posts
We all are faced with challenges on a regular basis. However, you may be aware of problems your customers are more likely to be dealing with — so create content that will help them to find a resolution. Nowadays, Google is the go-to problem solver for consumers, so be sure to include keywords and terms they are likely to use when searching.
- Flashback Posts
Feel free to take a trip down memory lane and direct the viewer’s attention to something impressive or fun you’ve done in the past. Everyone can appreciate a sense of nostalgia. Just be sure to tie it back to the present day in a way that makes the content relevant to the consumer.
- Repurposed Content
This last one is a biggie! Repurposing content offers a multitude of benefits that empower businesses to maximize the value of their creative efforts by:
- Saving time and effort
- Reducing the need for generating entirely new content
- Enhancing SEO efforts
- Reaching target audiences across various platforms
- Increasing online visibility and driving organic traffic
- Strengthens brand recognition, impact and credibility
One blog post can be broken down into parts to become a series of posts. Or the blog content itself can be transformed into a video or infographic — perfect for posting on social media channels.
Stay focused and committed to the content creation cause.
Producing high-quality, consistent content helps brands establish credibility and the greatest ROI (Return On Investment). Also, the longer you produce content the more you are legitimized as a business. Just remember to tailor your ideas to the unique strengths, target audience, and desired results for your business.
In order to do that, you will need a content calendar, which is a foundational tool that brings organization, consistency and efficiency to a company’s content marketing efforts. By outlining topics, publication dates, and distribution channels in advance, a content calendar allows ample time for research, creation, and review. This seamless planning process ensures the content you create is coherent and aligned with overarching goals. Here are some of the best content calendar templates.
Working with an experienced agency like DAE & Company can help boost content success while saving you time and resources. Join our family of happy clients and let us get to work for you!
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.