How to make the most of Geofencing marketing?

Geofencing marketing is a sort of location-based marketing in which you can communicate with smartphone users in a certain geographic region, such as a store, using mobile apps or mobile webpages. It’s also known as geofencing advertising.

It makes use of a variety of technologies, including Wi-Fi, GPS, radio-frequency identification (RFID), and Bluetooth. Historically, this was done using SMS marketing, but as technology has advanced, this process has expanded to include push notifications and even fits easily into the programmatic advertising stack.

Geofencing marketing is used by businesses of all sizes and specialities. While it is a terrific tool for businesses with physical locations, it is equally beneficial for enterprises that operate online.

Geofencing marketing allows you to reach out to your target audience in new and interesting ways. It can also assist you in increasing your profits to unprecedented heights. This is due to the fact that it advertises to consumers based on their location, which may be as precise as 1000 square feet.

Benefits of Geofence marketing

Geofencing - Mobile Marketing

1. Boost customer loyalty

Geofencing marketing might assist your firm in increasing customer loyalty. That is, without always offering specials or discounts.

Did you know? It costs 10 times more to acquire a new customer than it does to keep an existing one. That is why, in today’s market, cultivating shopper loyalty is vital.

Is it achievable? Why not? Imagine. You shared a non-spammy, relevant promotion. Then you delivered an outstanding customer experience and product. Then there’s word-of-mouth. Users will remember and talk about what your firm accomplished better than anyone.

2. Improves data and analytics

Geofencing marketing is based on data. This provides actionable information to your marketing team or marketing provider for your next campaign. Geofencing also gives real-time data to your team.

It acts as a link between advertisement and action. You can see when the advertisement was seen and what the consumer did next.

Thus, another advantage of geofencing marketing is the ability to change your campaigns on the go. If you discover that users aren’t responding to your promotions, for example, you can look into what’s wrong with your campaign.

3. Increase user engagement

You can enhance your campaigns and increase user engagement rates based on the data you collect. In a nutshell, you’re refining your audience in order to achieve greater outcomes. You’re also learning which calls-to-action (CTAs) and ad copy work best for your target audience.

Following the execution of your geofenced advertising, you will be able to assess the response rate as well as the number of leads generated. With your new data, you may fine-tune your advertising even more in order to increase the engagement of your target demographic.

4. Spending effectiveness

Leads of higher quality result in more effective marketing budgets. You may reach out to the audience that is most likely to convert by using geofencing. This means that less money is spent on clients who aren’t as important.

How does it work?

While geofencing marketing may appear sophisticated on the surface, it is actually rather simple. Geofencing comprises primarily of the following steps:

1. Determine a geographical radius around a physical location.

2. Configure a geofence (virtual barrier) around the site.

3. An event can be triggered when a device enters or quits the system.

Remember that you can put your fence practically anywhere.

Geofencing

You can build one around your company’s location as well as your competitor’s. For example, if you set up a geofence near your competitor’s location, you might run an ad inviting couples to your venue for complimentary food samples. You may even set up a geofence near the offices of organisations that frequently send clients to you. Other target places could be events or trade shows, households via addressable geofencing, colleges or nearby streets and stores.

Your geofencing advertising could include a promotion, such as a discount on your booking rates or an invitation to visit your location. The greatest benefit of geofencing marketing is that you can control when your advertisements show.

Points to keep in mind to build a strong Geofencing strategy

How can you use geofencing marketing to benefit your company? By keeping the following geofencing solutions strategies in mind.

1. Investigate your audience

Geofencing marketing relies heavily on your target audience.

You can establish a target area that will generate results if you understand who your audience is and what they desire. Furthermore, you can create ads that will attract shoppers and persuade them to make a purchase.

Look at the data you already have if you’re unsure of who your target audience is or if you’re redefining your target audience.

2. Make your geofence the appropriate size

The fundamental guideline of geofencing advertising is that your targeted area, or fenced-in area, is no more than a four-to-five minute walk from your store. In some circumstances, you may be able to reduce this to a four- or five-minute journey.

Geo-fence

Companies can sometimes be overly ambitious. This can result in huge geofences that do not drive results. That is why you should design perimeters that are tiny, compact, and effective. Remember that you want to make it easy for users to visit you.

Conversion zones may not be an issue for your firm in some situations. This is appropriate for e-commerce stores or businesses that are mostly conducted online.

3. Have a strong call-to-action

You want to make certain in your material that:

1. You include an obvious call to action.
2. Your call to action must be actionable right away.

It’s also important to create ads that aren’t spammy or self-serving. Make sure you’re naturally leading them through the buying funnel.

4. Examine your data on a regular basis

By evaluating your data on a regular basis, you can improve the success of your geofencing marketing campaign. If analytics is new to you, you can always collaborate with a geofencing marketing company.

5. Use optimal targeting techniques

For the best results, integrate geofencing marketing with additional targeted tactics. Among the various types of targeting are:

1. Contextual targeting: Displays an ad that is relevant to the page’s content.
2. Content targeting: Targets search keywords as well as the intent of those keywords.
3. Retargeting: Displays an ad to people who have previously visited a product on your website.
4. Dayparting: Targeting consumers at specific periods of the day. Ad scheduling is another term for it.

Conclusion

Despite significant privacy concerns, the geofencing sector is predicted to grow by more than 27 per cent by the end of 2022. Learn about the success of famous organisations using geofencing, such as Taco Bell, Elle Magazine, and BMW.

Geofencing, when done effectively, may greatly enhance brand awareness and sales for your company.

Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.

What is Digital Word of Mouth Marketing?

The social media era’s version of simple word of mouth is what’s today called Online Word of Mouth Marketing (WOMM). It is also known as word of mouth advertising. For millennia, people have used word-of-mouth marketing to promote their products. Prior to the advent of marketing, it was usual practice to select a business or service provider based on recommendations from others.

The impact of word-of-mouth marketing is nothing unique, whether it’s utilised for marketing, sales, or something else. For ages, word of mouth has been the major means of discussing and describing all topics of importance all over the world.

However, while the effectiveness of word-of-mouth marketing hasn’t changed, the methods by which we use it have. Above all, the internet has dramatically changed how we use word-of-mouth messaging as a marketing tool. The age of digital word-of-mouth and influencer marketing is what’s new and in.

The transition to the digital word of mouth marketing

Consumers are significantly more likely to listen to the opinions of their friends, family, coworkers, and social peers than they are to listen to even the most polished or convincing marketing pitch.

However, in the last decade, the internet’s growth, combined with the exponential rise of social media use, has launched formerly private word-of-mouth exchanges into the public sphere.

Word Of Mouth Marketing Transparent - Free Transparent PNG Download - PNGkeyInstead of calling a colleague or going for coffee with a trusted friend, consumers (particularly Millennials) are turning to blogs, tweeting, and visiting consumer-advocacy websites to seek answers to purchase-related problems.

Consumers rely on online reviews to make purchasing decisions for a variety of products. Even from strangers on the internet, these trusted remarks are an extremely significant element of the buying process.

Research suggests that consumers check internet reviews for local businesses in 82 per cent of cases, with 52 per cent of 18-54-year-olds claiming to ‘always’ read reviews.
Before deciding whether or not to trust a company, the average consumer reads ten reviews and spends 13 minutes and 45 seconds reading reviews.

How to build your word of mouth marketing strategy?

Providing consumers with an unforgettable experience is sometimes enough than them shouting about you and suggesting others. You should stop hoping that others would tell their friends about you. In addition, specific tactics that actively encourage people to refer are being developed.

Let’s look at some ideas to assist you in developing your strategy:

1. Produce engaging social media content

Customers or even prospective customers sharing content that the company makes available is a big aspect of digital word-of-mouth marketing these days. In other words, it allows customers to easily tell their friends and family why they favour a product or service without having to exert any effort.

Teach your audience something that will make their lives easier and that is relevant to their issues and struggles. When it comes to content creation, find a distinctive approach and don’t be afraid to go down the route less travelled. Using people’s emotions to generate shares and get people talking about your company can be quite effective.

Remember that the finest content is comprehensive but also concise. Finally, consider which of the other will best appeal to your target audience. Choose between a video and a carousel depending on your target market.

2. Share customer testimonials/reviews

People trust testimonials and internet evaluations as much as personal recommendations, according to 79 per cent of respondents in a study.

Testimonials and reviews assist consumers to feel more comfortable doing business with you by assuring them of the performance, quality, and/or worth of your claims. After all, there’s a reason it’s called social proof.

Testimonials might be written or recorded, and they can be posted on your site or gathered from other sources. Repurpose your testimonials or reviews into your marketing after you have them.

3. Create a referral program

3,364 Referral Program Stock Photos, Pictures & Royalty-Free Images - iStockOffering a system of referral benefits is a terrific approach to encourage satisfied customers to take the next step and suggest people to your company. According to Texas Tech research, 83 per cent of satisfied consumers are willing to recommend a product or service, but just 29 per cent actually do so.

A successful referral programme matches the following qualities:

1. It is simple and quick to spread the word.
2. It’s beneficial to both parties (with an incentive or other benefit)
3. Measures the success of your marketing activities.

Incentivising your referral program is of utmost importance. Rewards could include anything from a discount on your next/first order to a free gift. For referring a particular amount of people, they will receive a gift card with a certain amount as credit. Similarly, people could be paid directly for recommendations. For referring others, they can also get a bonus gift with their next order.

4. Employ effective social media marketing tactics

From creating a unique brand-centred hashtag to hosting a giveaway, be open to adopting multiple strategies at a single time. Hashtag marketing is one of the most essential aspects of social media marketing. Never fail to come up with a unique hashtag to help generate your own niche which the masses recognise with. Giveaways and other contest marketing strategies are excellent word-of-mouth marketing ideas for those just starting out. They allow you to organically reach a newer audience.

Most importantly, get social on social media. Engage with your customers. You’ll have a lot of interactions with your consumers as you grow your store. A great example is an incident involving Wendy’s and the most retweeted tweet. You might hit a home run one day if you can be positive, playful, and active with them all.

5. Encourage user-generated content

The importance of user-generated content is unprecedented.

An Instagram post showing someone using your product or a blog post on their website raving about your products are examples of user-generated content. Share consumer images on social media and on product sites. Also, remember to give them credit in the post!

By regularly measuring interactions, you can ensure that this form of marketing does not come across as word-of-mouth advertising.

6. Influence via influencer marketing

Influencer marketing is for you if you’re seeking a controllable word-of-mouth marketing strategy. Also, the nice part about word of mouth marketing is that you can pay to start a conversation about your product and possibly make some purchases.

Wrapping Up

A word of caution would be to make sure your closet is devoid of any skeletons. By being the one to break terrible news, you can get ahead of any potential negative publicity. Negative remarks should not be censored, instead, make sure that the beneficial information exceeds the negative.

In terms of viral potential and cost-effectiveness, only a few marketing methods can compete with WOMM. Additionally, when it comes to word of mouth marketing, it’s not only about getting people to talk about your brand, but it’s also about converting your buyer into a devoted follower.

How to create Buyer Personas for growing your business?

“Every business is dependent on its customers” is an understatement. This is because businesses don’t revolve around customers but they exist to serve them. Consequently, customers are considered extremely important to every business.

The huge scale at which business can take place today demands companies to identify and understand these customers. This has been realised as an essential step to expand businesses. An important term related to customers in the business world is buyer personas.

What are buyer personas?

Buyer Personas refer to semi-fictional representations of your perfect customer based on research and data. They help businesses focus their time on qualified prospects and guide product development according to target customers’ needs. Aligning all work across your organisation in different departments becomes easy with buyer personas.

In effect, you will be able to attract more leads, high-value visitors, and customers who you will be able to probably retain over time.

A deeper understanding of your buyer persona will ultimately be critical to enhance product development, content creation, sales follow-up. In simpler words, it will facilitate any process that is related to retaining and acquiring customers.

Now the important question that arises is how does one create a persona. Is it a difficult task?

To answer this, buyer personas are difficult to create. It’s about how one acquires the market research and customer data, and then present this information within your business.  The process of creating them is explained below.

How to create buyer personas?

Complete the persona’s basic demographic information

The first step is to ask demographic-based questions in person, over the phone, or through online surveys. The mode of the interview should depend upon the questions to be asked like a lot of times people will be comfortable sharing personal information through surveys.

During the conversations, you would have come across some descriptive buzzwords. It will be really helpful if you include such words to make it easier for your team to identify certain personas when they’re talking to some prospects.

Inform about what you have learned about your persona’s motivations

Share the information that you have learned after asking “why” from your interviewees. This can be anything: What makes your persona use a particular network? What is something that has been causing trouble to them?

Such questions will help you find a lot of information about them. After gathering all this information, your job is to use it to tell people how can a company provide solutions for it.

Guide your sales team for conversations with persona

It will be really beneficial if you note down quotes from the interviews. This will inform your organisation who they are, what are they concerned about and what do they want. Additionally, create a list of objections they might raise. This will help your sales team to be prepared adequately to address those during the conversations with them.

Discuss and create messaging for your persona

It is important that your entire team discusses how to talk about your products or services with your persona. This includes every type of communication, from the general pitch that positions your solution to resonate with them to the basic vernacular you should use.

Consequently, this will ensure that everyone in your company is using the same language when they’re having a conversation with leads and potential customers. In addition to this, you can give your persona a name. This will make sure that internally everyone refers to each persona in the same way, providing cross-team consistency.

Moreover, these efforts will help in forming a synchronized and impressive image of the company. It’s important o remember that customers value the consistency of a brand.

How to get Interviewees for researching buyer personas?

The most important requirement while creating a persona is to find people to speak with, i.e. people who will be your buyer persona.

Conducting interviews is essential to know what drives your target audience. But how can one find these interviewees?

Employ the following sources for the same:

Use your present customers

Your current customers are the perfect people to begin your interviews. This is because they have already used your products or services and engaged with your organisation. Some of them are likely to represent your target persona. However, this doesn’t mean you spend time talking to happy customers willing to spend time talking about how they love your product or service.

It is important that you interact with unsatisfied customers to find the pattern that will you develop a better understanding of your buyer persona.

Additionally, another benefit of interviewing current customers is that you won’t have to provide them with an incentive as customers enjoy being heard.

Use referrals

If you are choosing to get into new markets or you have no leads or even customers yet, you can rely on referrals to talk to people who may fit into your target persona.

For this, use your networks like social media contacts, coworkers, or existing customers. A good place to start is LinkedIn.

Use your current prospects

Interview people who haven’t purchased your product or used your service. This can be your prospects and leads. Use the data you already have about them to figure who might fit into your target personas.

Employ third-party networks 

For getting interviews with people completely removed from your company, use third-party networks. These networks can be UserTesting.com or Craigslist.

Summing Up

The most basic benefit of creating buyer personas is that it allows you to create content and messaging that appeals to your most valuable audience. It allows you to target or personalise your marketing strategies for different audiences.

If you can take time to create negative personas, then you will be able to remove the unimportant contacts. This way you can achieve a lower cost-per-customer and cost-per-lead, ultimately leading to higher sales productivity.

Beyond using buyer personas for marketing, there are many techniques as well. To build an effective marketing strategy and instil growth in your business, we provide a range of services. Contact us at Shaktiki today.

 

 

 

Why is SMS Marketing not a thing of the past?

Our inboxes today are simply overflowing – be it with our emails or text messages. The latter seems like a thing of the past. With hundreds of marketing messages that we signed up for once, we choose to ignore the pile of such similar messages. However, this doesn’t mean you don’t check your inbox at all.

We don’t ignore all the messages, at least not from our personal contacts. The ones ignored and forgotten can be pharmacy alerts, promos, mobile service, etc. With such experiences, one might consider SMS marketing not effective anymore. But what we need to remember is that it’s 2021 and people are more glued to their phones than ever before.

The fact mentioned above doesn’t change our treatment of promotional messages. But there are many other kinds of text messages too. The core point here is that people always keep their phones handy to get updates. This can be from anywhere – social media, news agencies, brands they signed up to. 

If you are still wondering who will check a message in the times of Email, then here’s an important statistic:

Open rates for texts are extremely higher than emails. It is 98% in comparison to a mere 20% for the latter. 

One important thing to remember here is that mobile advertising works but only if your message reaches the consumer’s inbox. Additionally, your advertisement should be mobile-optimised. This will allow your message to distinguish itself from the thousands of ignored messages and get a positive return on investment.

Almost every online marketer considers SMS marketing old and ineffective because they think it’s more regulated than email marketing. But this is a myth. Some well-planned targeted tactics and strategies can help you bring conversions, clients, and consequently revenue. However, there are many more reasons to invest in SMS marketing. Some of them are discussed in the next section.

Why should you invest in SMS marketing?

Texting provides the best engagement rate from all the marketing mediums

Emails can be left unchecked for days, at times even weeks. Phone calls can go unanswered. But text messages are almost read immediately. This was proved by the open rates mentioned previously. The average Click-through rate for PPC ads is terrible at 2%.

All this points out SMS marketing is underrated. But the issue that arises here is that it’s unethical and illegal to send unsolicited messages through this type of marketing. One needs to write an opt-in which allows customers to choose what they want ahead.

Customers can easily choose to opt-in or using their mobile phones. However, there are technologies that allow customers to opt-in seamlessly to a company’s messaging subscriber list. So, this can be easily used to reach customers.

Text Messages mean Immediate Delivery

The thing about any technique based on mobile marketing is that it is based on speed. Just consider SMS marketing. It’s so fast that once you press the “send” button, your message goes out instantly.

This means if you decide to set up a campaign, then you can have hundreds of clicks within a few minutes.

Interactive content can drive returns

The benefit of using mobile marketing is that it makes feedback possible. Recipients of the message can simply tap on the link or the ‘reply’ button.

This way your quick and simple messages can direct your subscribers to your website. However, the key here is to be creative and attract the customers

SMS marketing allows you to add a personal touch 

Another benefit of sending a text message is that it is an informal medium of communication. Consequently, it offers you the great opportunity of personalizing the message.

Many brands prefer friendly and personal terms like “friends”, “I” and “you” to create a good relationship to benefit their business. There are many opportunities to experiment with SMS. From personalized messages to directing users to fun games, these interactive ways can help to track every step of the conversion process.

Text Marketing is trackable

There are numerous texting platforms that allow us to manage text marketing campaigns from even a desktop. Such a platform will allow access to comprehensive analytics to track each step in the conversion process – from the delivery to the opening.

How to build an effective SMS Marketing Strategy?

To reap the benefits of SMS marketing, it’s important to update your SMS marketing strategy with the following:

Know your goals and your audience

Why is SMS Marketing not a thing of the past?
Image Source: Voicesage

Even if people quickly sign up for your messages, they have the option to opt out. This makes it important to be aware of your goals and what your audience is looking for. An approach like this will help you reach your objective and customers will receive the content they want to see. Additionally. it will also help you avoid sending meaningless texts that get ignored.

Be consistent and meet their expectations

While operating a text marketing campaign, it’s important to remember that subscribers trust you with their contact information. This demands you to be transparent about what you will send and how often will you text them. So, stay consistent with what they’re expecting.

Use Coupons or Special Deals

Designs campaigns offering exclusive deals or coupons. Generating unique coupon codes will not allow non-subscribers to take advantage of your deal. Instead, they will have to subscribe to avail the benefit of the deal. Consequently, it will fulfil your purpose.

Use Polls

Another interactive method to obtain meaningful data from your customers is to conduct polls. People can cast their votes. With the information gathered with time, one can get feedback to improve their functioning too.

Summing Up

It’s a truth that our inboxes are full of text messages. This is the kind of behaviour one has to restrain from if they want to leverage the advantage of SMS Marketing. The key to run a successful SMS campaign is to do less and get more. Start by asking significant questions regarding the use and frequency of your messages.

There are many useful marketing techniques beyond messaging. To employ these strategies, contact Shaktiki today.