Who is your most valuable audience? Your digital strategy should lead them directly to you. But the landscape changes quickly. How do you keep up? Here’s our take on actionable insights you can (and should) incorporate into your marketing strategy, including advances in online display targeting, content marketing and video.
By all accounts, Peter & Company was a successful Cleveland jeweler. With their concentration on special occasion jewelry, diamonds and engagement, and specialty brands, they had all the devices to gain and keep their clients’ attention.
But at Advance 360, we knew that with a strategy centered around events and special occasions, true gains could be made. We built for them a layered campaign with evergreen, event, and other segments, targeted at those that could be most influenced.
Peter & Co. is a single point customer service oriented jewelry retailer that has been in business for 30 years. They have/had partnered with jewelry specific agencies over the past decade. Peter & Co. wanted to understand how their marketing efforts were performing, have a better knowledge of their customer base, and be able to better leverage the digital space.
- We proposed becoming their Agency of Record to handle ALL marketing efforts
- A full CRM and POS data analysis was performed
- Custom reporting was created to track both web analytics and POS performance in one place
- We built them a 12 month media calendar including digital, video, print, radio, signage, etc.
- Our team coordinates and/or activates and optimizes all of the media plans
- Our creative team initially designed campaigns for Always On, Mother’s Day, Spring, and Summer
- Display impressions
- Campaign management
- Responsive rich media
- Social media marketing
- Print advertising
- Direct mail
- Exterior signage
- Store collateral & signage
- Swag items
- Holiday website
- Campaign analytics
According to the Institute of International Education, more than one million college students studying in the U.S. are international students, and 47% of those are from China or India. Due to limited funding, more than half of these students elect not to make a campus visit before starting classes. The US has always been the destination of choice for international students, making your digital marketing strategy around an international audience even more necessary.
We’ve outlined some strategies below to help universities marketing to prospective international students:
If you were an international student, how would you go about searching for universities in the United States? You would probably search for something like: “programs for international students in the United States” or other similar phrases. Having your university’s web page appear on the first page of that search’s results will enable you to be visible to international students. If you are a very small university it may be hard to compete with larger ones through organic search results, which is where paid search can help.
Digital content is all about knowing who your audience is and writing for them. Use relevant and useful content to attract prospective international students, like rates specific to international students, as well as information, and answers to frequently asked questions to help make their decision easier. By providing as much relevant information as possible, you will be a step forward ahead of your competition. Remember, your content strategy will elevate your SEO rankings, too.
A study by UVersity.com showed that international students use their mobile device to visit websites, download university apps, take a virtual campus tour, and view university social media. Having a mobile-friendly website that is engaging and has a fast response rate will allow you to make a good impression on international students. But before you have prospective international students looking at your website university, you need to get noticed. Mobile marketing will allow you to reach the audience you have intended while getting your university’s name out there for prospective international students to notice and research.
Social Media and Other Grassroots Strategies
International students want to communicate with admissions counselors, international services, and students during the admissions process.
- Use your international alumni to intrigue prospective international students. Create testimonials that you can quote and refer to on your social media accounts. You can also use your international alumni to create a page on LinkedIn. Invite current and former international students to join the page so that perspectives can view it and find someone to connect with that went to college abroad and can give them valuable advice.
- Use your social media account to promote materials that are important to international students. You can promote materials about the number of international students there are on campus if they are relatively high, or you can promote materials about clubs/organizations that are on campus to help international students feel acclimated on campus.
- A picture is worth a thousand words. Using Instagram is second nature for current teens which is why utilizing your university’s Instagram and advertising on the platform will help increase your university’s brand presence with international students. Posting pictures of campus and students will give international students a feel for campus life without physically being there. Keep in mind that generic photos of campus are no good, make sure the pictures capture candid moments.
Content Marketing has become one of the most important ways for a business to market themselves online.
Not only does targeted, relevant, frequently updated content on your site nurture your prospects and give them a deeper way to get to know you and your products, if done well over time, it gives good “Google Juice” so that you are ranked higher in searches! Improving your organic search rankings with Content Marketing takes months of consistent publishing on your website. It is for that reason that we work with clients on annual engagements, rather than producing “one-off” pieces.
Click to download our most recent travel content guide.
Constant change has become the norm for healthcare marketers these days, and that trend doesn’t seem to be slowing down as a new administration will inevitably mean changes to the healthcare system. That being said, there is one trend that isn’t going away in digital healthcare marketing, and that’s the focus on the patient. Healthcare has made the shift towards a value-based system, and healthcare organizations depend on patient satisfaction to not only maintain their current patients but to get referrals and gain new ones.
The good news is that organizations that promote themselves digitally will benefit from the increasing consumer involvement in healthcare. Providers are at an advantage, because health is one of the most important topics in people’s lives, and digital marketing is facilitating an exchange of information between these providers and their patients. But what are the best strategies for reaching patients? We’ve outlined some of the most effective ones below:
The goal of many healthcare organizations should be to focus on brand awareness, as well as gaining and retaining patients. The best way to do this is to draw patients in by framing your healthcare facility as a caring and engaged organization. Your story needs to be about putting the patients first. These days, patients are turning to the internet to research their healthcare. By consistently providing them with up-to-date information about diseases and conditions, treatments and procedures, and the doctors and health care professionals in your organization, you can engage the patients that are out there researching. In addition, healthcare marketing is cyclical and should focus on what the patients are experiencing throughout the year. During Mother’s Day, you can run maternity stories, weight loss after the holidays, flu shot information in the winter, and men’s health around Father’s Day. Of course, healthcare organizations need to keep in accordance with HIPAA, so focusing on general and educational information should be the priority.
Don’t forget – content doesn’t just mean the written word. Video marketing is extremely effective for healthcare organizations. Creating videos to post along with your content can greatly enhance your content marketing strategy: according to a study by Moz, posts with videos receive nearly 300% more inbound links. Consider creating patient education videos that explain a complex subject in a short but compelling way, or interview doctors in your office to bring the human factor to your healthcare organization. Make sure to post these videos on your website and share through social platforms like Facebook and YouTube.
Engaging with patients means that healthcare organizations need to take it one step further than just posting information on a website. That being said, social media is an important component of healthcare marketing. In fact, 90% of adults 18-24 say they would trust medical information shared by others in their social networks, while 41% of all patients say social media impacts their choice of healthcare providers. Replying to patient concerns in a timely manner is important for healthcare organizations, and encouraging patients to provide feedback on their experience can be an effective social strategy. Healthcare providers should be using social media as one channel to amplify their story. Another great way to use social media to the benefit of a healthcare organization is by creating groups and forums where patients can discuss various aspects of the healthcare field. Keep in mind though, that social media is only effective if it is consistently managed.
Website and Search Engine Optimization
All websites these days are at the mercy of search engine algorithms, and healthcare organizations are no different. If you want your organization to be discovered online, you need to have your website content optimized for that purpose. So what does that mean? In terms of Google specifically, there are two primary metrics: relevance and authority. Relevance is a measure of how relevant your website content is to your business. This used to only be measured through content related to keywords and back-end tags and meta descriptions, but the algorithm has gotten much more sophisticated and can now understand the content as it is related to the intent of the search. Authority is the measure of how trustworthy and valuable a page is based on rankings that include how many times people share or link back to content, how well the site runs, and if it is optimized for mobile usage. In basic terms, the best way to optimize your website is to make sure the content you create to tell your story is valuable, up-to-date, and of good quality.
The truth is, email marketing is still the standard for business reaching their audience, it just needs to be done in the right way. The best email strategy is a targeted and personalized one that reaches the right audience with the right message. Use personalization techniques that enter in recipient’s names when sending, include a catchy subject line, fill the email with relevant and useful content for the readers. It always goes back to the story and making sure that the patient is getting quality information that aligns with your brand.
By using digital tools to communicate relevant information and educate your patients, you will inevitably build relationships that will help you retain your current patient base and build a community of well-informed and engaged patients that are loyal to your organization.
Every year, Hubspot assembles the “State of Inbound,” a comprehensive report that examines the challenges, priorities, and strategies of more than 3,500 marketers and sales professionals from around the world. The report covers just about every topic in the inbound marketing world, but some of the more interesting statistics revolved around SEO and SEO strategy.
SEO remains relevant and important, but it’s changing dramatically. In 2016, 69% of marketers described prioritizing SEO growth in their strategies. If you are like those marketers, the full report may be reflective of your own thoughts, or may give you a fuller understanding of how this component is expanding among your other efforts.
The most important takeaway: if you want to be found, you better be mobile friendly. Here’s the mobile reality – in 2015, there were 1.8 billion smart phone users in the world, and 64% of the U.S. population owns a smartphone. Of that U.S. mobile population, 75.1% of them access the internet from their mobile phones, and that percentage is rising every year. With those kind of numbers, chances are that your customers are on mobile or soon will be. On top of being mobile friendly, you have to be in the customer’s path when and where they are looking for your service. What’s the best way to do that?
While dated 2014 (which in today’s market seems outdated) note the crux of this Media Dynamics, Inc. study. Over time (70 years!), despite a dramatic increase in exposure to media, the amount of ad retention remains relatively static. Remember, too, that in 1945, there were significantly fewer advertisements in the media space. It appears that there is a cognitive ceiling to the retention of a traditional ad unit, like a television commercial or periodical display ad.
As far-fetched as it seems, we know that with the right audience targeting and frequency, new messages can be learned, retained, and converted to action. Some more than others, but in truth, we do recall the tag line, website, or brand. Knowing that there is a retention ceiling for media users, it I even more important to find the right person to receive your message at the right time. Without someone primed to retain your message, it becomes wallpaper, falling on deaf ears — and audience that simply isn’t prepared to take action.
Internet searches are the new front doors for businesses. Searches bring more people to company websites than all other digital channels combined.
And because those visitors are on the hunt for products or services, they are often ready to buy. For example, 85% of retailers said that search engine marketing was the most effective tactic for generating new customers.
But if you want the benefits of that traffic, you’ll have to put in a little work.
That’s where Search Engine Optimization (SEO) comes in. SEO is the process of adapting your website to improve its ranking in the results for specific search terms.
While you’ll have to develop a strategy in order to get those clicks, the good news is that you don’t have to pay for this placement as you do with search advertising.
The Fundamentals of High Rankings
To understand SEO, you first need to understand how search engines work. Search engines like Google and Bing use complex, proprietary algorithms to determine which websites are most relevant to the words that users type into the search box. While there are many components to these algorithms, three of the most important are keywords, content and links.
Want to learn More about SEO and how to influence it? Find this and other topics in our Marketing Bootcamp E-Book.