Integrating Offline and Online Marketing Strategies to Attract More Customers

Many businesses often make the mistake of focusing solely on one marketing method. Some concentrate on SEO and online marketing while forgetting the appeal of traditional marketing. Others, meanwhile, refuse to acknowledge the marketing power and reach of the Internet.

If you want to attract more customers, generate more conversions, and earn bigger revenues, you should take a holistic approach to promoting your business and creating brand awareness. According to comScore, 82% of local searchers conduct an offline follow-up via an in-store visit. This simple fact underscores the importance of creating an integrated marketing campaign that utilises both online and offline strategies.

In an article on Search Engine Journal, AdLIft CEO Prashant Puri shared his experience with FedEx to illustrate the importance of taking a holistic approach to marketing. When he visited the forwarder’s California office in the US, he was given a customer feedback flyer with a QR code. Puri said scanning the QR code with your smart phone will take you to FedEx’s internal feedback system where you rate your experience. After giving a review, you’ll receive 10% to 25% off your next order.

While FedEx’s offline marketing strategy is quite impressive, Puri said it is missing one crucial element: nobody gets to see the review. Unless a customer takes the initiative to tell everyone onlinethat he got discounts for reviewing FedEx’s services by sending tweets or blogging about it, only few people will know about the forwarder’s review system.

A lack of good offline marketing initiatives despite having effective online marketing tactics can also produce a similar effect. Even if you have mastered the art of SEO and have made it easier for your customers to find you online, you won’t get far if you cannot followup when it comes to the real thing. Fortunately, there are simple ways to integrate your online and offline marketing strategies.

Smart Posters and Flyers

Using smart posters and flyers is perhaps one of the best ways to integrate your online and offline marketing initiatives. Instead of using ordinary flyers or posters, you should use those with a QR code or are compatible with NFC (near field communications) technology.

You can utilise FedEx’s marketing strategy mentioned above.But instead of redirecting your customers to an internal feedback system after they scan the QR code on the flyers, you should redirect your customers to a URL where they can post their reviews online or perhaps to the Fedex Facebook page which leverages the power of advocacy through social media. Not only can you obtain valuable customer feedback, you can also spread the word about your business on the Internet and get bigger and better online visibility.

Hashtags

Originally pioneered by Twitter, hashtags have taken the world by storm. They are a huge help to marketers and businesses because the hashtags enable the latter to identify who’s talking about their brand online.

One way to integrate hashtags to your offline marketing initiatives is to include your brand’s hashtag whenever you mention your social media accounts on banners, flyers, and other traditional advertising locations. Or if your business is organising an event, like a product launch for instance, encourage adoption by offering rewards to people who use the appropriate hashtag.

For example, you can run a contest and offer good prizes for the best photos taken at the event. But instead of participants sending you the photos, the rules could encourage participants to post them on Instagram or Twitter with the corresponding hashtag. This promotes your content via their social networks creating not only awareness for your brand but also social credibility.

Mobile check-ins at physical locations

Previous marketing studies have shown that people are more likely to buy a product or check out a new place after knowing that their friends or family have done the same. For this reason, mobile check-ins at physical locations has become an instant hit among marketers.

Pioneered by Foursquare and later implemented by Facebook and Yelp, this marketing strategy allows customers to broadcast online their physical interaction with your business. This helps increase engagement and encourages more people to take about your brand/business online.

So how do you take advantage of mobile check-ins to attract more customers? By simply rewarding prospects for checking in. Encourage customers to use mobile check-in apps whenever they visit your business by offering discounts, freebies, or other similar items for every check-in. Or if you want, you can offer “check-in specials” during the dead hours of your business to encourage more people to come.

As a business owner, you mustn’t show preference to one marketing strategy over the other. Because we live in an ever-changing world, you have to adjust your strategies and take advantage of all available resources to produce better results. Fortunately, with the availability of new technology, integrating online and offline marketing is no longer that difficult. Therefore, it is up to you to combine these two forces to attract more customers and generate a successfully and financially profitable company.

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How to Create Psychology-Based Marketing Strategies

By Sandra D’Souza

When it comes to marketing, whether online or offline, there’s a lot of human psychology involved. After all, consumers purchase products and make decisions based on a number of factors. They don’t simply buy something because someone told them to do so. As such, it is very important for a marketer or business owner to know what makes his target market tick. Otherwise, how can he create compelling content if he doesn’t know why it would be compelling to his audience in the first place?

Understanding human behaviour

Psychology is basically the study of human behaviour, why people act the way they do when presented with a certain stimulus. It is a systematic approach to understanding people’s thoughts, behaviour, and emotions. Psychology is a multifaceted discipline and it includes many sub-fields of study, including human development, social behaviour, and cognitive processes.

As a marketer, understanding some key principles in psychology can give you a definite advantage when promoting a product or simply creating brand awareness among your prospects. Because it enables you to create the right content for the right audience, you can attract more prospects, convert more visitors into leads, and leads into customers.

Reciprocity

According to Dr. Robert Cialdini, author of “Influence: The Psychology of Persuasion,” the concept of reciprocity is simple. If someone does something for you, you’ll naturally want to return the favour. But how do you use this simple psychology principle in marketing?

Give away something for free and you will be in a better position to build a closer relationship with your present and future customers. Reciprocity helps promote customer loyalty and enables brands to establish a legion of loyal followers and supporters.

Take note that you don’t have to spend a huge amount of money to encourage reciprocity. Freebies can be anything from branded shirts and simple novelty items to exclusive ebooks and information about a difficult subject.

Scarcity

Many people are compelled to buy something when they see the line “hurry, for a limited time only” or “only X units left at this price.” What do you think could be the reason behind this? If you’re going to ask psychologists or those with background in economics, they will tell you it’s because of scarcity.

Scarcity creates a sense of urgency. After all, the rarer the opportunity, content, or product is, the more valuable it will be. So when consumers realise that a product or service won’t be available forever, they will naturally grab the chance to claim it for themselves.

Social Proof

While no two persons are exactly alike, people are not entirely immune to what social experts call as “herd mentality.” More often than not, the average person will look for social proof before deciding to do something, like buying a product, for instance.

According to Anna Francis, content manager at My Social Agency, you will find great examples of social proof in your everyday life. “When you visit the grocery store,”
she said, “you’ll typically find a group of people crowding around a floor display and grabbing a certain product. Although some of them may not know what the product is all about, many are still compelled to try if for themselves because everybody is doing it.”

“This situation works online, too, particularly on social media,” Anna added. When people take part in quizzes and post the results, it is very likely their friends and family—everyone they know, basically—will take the same test just to determine what their results would be in comparison.

This psychology principle definitely gives marketers like you the opportunity to spread the word about their brand. When you create something that is unique or interesting, people’s “herd mentality” will compel them to share it with others, thereby, creating a chain reaction that could expose your brand to many people.

Authority

But before you take advantage of people’s “herd mentality,” make sure you (or your brand) are indeed someone worth listening or paying attention to. According to Cialdini’s book, humans have a predilection for obeying authority figures. If someone is regarded as a figure of authority, it could be easier for him to convince or influence others.

You can boost your authority and establish thought leadership as a brand by building your credibility. Establish yourself as an expert in your niche or industry. This way, your audience will see that your opinion counts and, therefore, will be more inclined to follow you.

Market research

You can incorporate all the psychology principles you know in your marketing strategies but this won’t necessarily guarantee that they will work all the time, especially if you don’t know who your audience is. To understand basic human behaviour, the first thing you need to do is conduct market research.

Take the time to identify who your target market is by conducting surveys and research. Know their demographics—what age groups your prospects belong to, their educational attainment, and financial status among other things. By obtaining such vital information, you can determine how to develop content that fit and resonate well with your audience. Because your prospects can relate to your marketing pitches, it will be much easier for you to convert them into loyal customers.

Know your competitors

Finding out how your direct competitors operate is a very important aspect of creating a psychology-based marketing strategy. If you know how the competition attracts their target customers and gets a bigger market share, you can determine how you can set yourself apart from them. This will equip you with the knowledge you need to create products, services, or marketing pitches consumers haven’t seen before.

As the great Chinese military general and strategist Sun Tzu used to say, “Know yourself and your enemies and you need not fear the results of a hundred battles.” By knowing your enemies and setting yourself apart from the pack, you will be in a much better position to attract more attention and subsequently generate bigger revenue.

 

This article originally appeared in http://www.learnmarketing.com.au/digital-marketing/how-to-create-psychology-based-marketing-strategies/

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How to Get More Twitter Followers Using Good and Interesting Content

There is no doubt that Twitter is one of the most popular and widely used social media platforms in the world today. With over 500 million people across the globe using this micro-blogging site everyday, there is no doubt why businesses, organisations, celebrities, and even government agencies are taking advantage of Twitter’s marketing prowess.

However, being successful on Twitter is not the result of filling your feeds with praise about yourself and your business or organisation. Being successful on this miro-blogging social media platform is about using content to influence and reach out to your target market. But how do you exactly use content to gain more Twitter followers and subsequently generate more sales?  Here are some practical tips to help you get started.

Start building content that interests your target market.

Social media is about interacting, sharing, and creating a bond with your audience or followers. Twitter is no different. As such, when creating content, keep the things about you and your products to a minimum. Instead, focus on what interests your customers. While traditional marketers may think this is counterproductive, this strategy is one of the most effective ways to get more followers on Twitter. It is because more often than not, many of your customers are not really that interested in you or your products. Unless you can connect with them emotionally, they won’t care about what’s happening with your business.

However, if you can create interesting content that engages and emotionally connects with your target market, and then carefully and subtly integrate your products/services into them, you can create a big and loyal fan base that trusts your brand. Associate your products with feelings, lifestyles, or thought-provoking information and you’ll improve the chances of your tweets being re-tweeted (which increases brand exposure) and having more followers.

Integrate your blog with your Twitter account.

Content marketing and social media go hand-in-hand. So if you have a blog, make sure you integrate it with your Twitter account. Tweet “juicy” snippets of your new blog post to pique your followers’ curiosity and encourage them to check it out. Social media experts said “witty,” humorous, and even sarcastic (to a certain extent) posts usually generate a lot of responses from the audience so you should try building such types of content. But no matter what kind of content you are creating, make sure the information you’re providing is something your target market can trust.

Engage your followers.

In order to gain more followers on Twitter, or any other social media platform for that matter, you have to engage your followers. Communicate with them and answer their questions patiently. Take the time to respond to their feedback. After all, it can be unnerving to ask someone and then receive no reply in return.

While the main objective of posting content on Twitter is to attract attention to yourself or your products/services, keep in mind that you won’t get favourable responses from your target audience all the time. After all, you cannot please everybody. Even the biggest and the most popular brand names in the world drew flak from their Twitter followers from time to time.

Some people are afraid to respond to negative comments because they simply don’t know how to deal with them. What if they said the wrong thing? What if their followers took their words the wrong way and instead of improving the situation, it created a huge misunderstanding? Their lack of knowledge forces them to keep silent, which is definitely a big no-no on Twitter.

Others, however, do respond to negative comments and at times, these responses result in what is popularly called as “Twitter wars.” In their bid to defend their brand name, people lose their composure and say things they should not be saying. As a result, not only they lose Twitter followers, they also lose their integrity and credibility as a noteworthy brand.

Negativity on Twitter is something that must be avoided at all times. If you get unpleasant or negative comments for the content you post, you should respond and make sure you do it positively. As the saying goes, “don’t fight fire with fire.” Make your followers understand that you care and value their feedback, no matter how positive or negative they may be.

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How to Get More Twitter Followers The Right Way!

By Sandra D’Souza

There is no doubt that Twitter is one of the most popular and widely used social media platforms in the world today. With over 500 million people across the globe using this micro-blogging site everyday, there is no doubt why businesses, organisations, celebrities, and even government agencies are taking advantage of Twitter’s marketing prowess.

However, being successful on Twitter is not the result of filling your feeds with praise about yourself and your business or organisation. Being successful on this miro-blogging social media platform is about using content to influence and reach out to your target market. But how do you exactly use content to gain more Twitter followers and subsequently generate more sales?  Here are some practical tips to help you get started.

Start building content that interests your target market.

Social media is about interacting, sharing, and creating a bond with your audience or followers. Twitter is no different. As such, when creating content, keep the things about you and your products to a minimum. Instead, focus on what interests your customers. While traditional marketers may think this is counterproductive, this strategy is one of the most effective ways to get more followers on Twitter. It is because more often than not, many of your customers are not really that interested in you or your products. Unless you can connect with them emotionally, they won’t care about what’s happening with your business.

However, if you can create interesting content that engages and emotionally connects with your target market, and then carefully and subtly integrate your products/services into them, you can create a big and loyal fan base that trusts your brand. Associate your products with feelings, lifestyles, or thought-provoking information and you’ll improve the chances of your tweets being re-tweeted (which increases brand exposure) and having more followers.

Integrate your blog with your Twitter account.

Content marketing and social media go hand-in-hand. So if you have a blog, make sure you integrate it with your Twitter account. Tweet “juicy” snippets of your new blog post to pique your followers’ curiosity and encourage them to check it out. Social media experts said “witty,” humorous, and even sarcastic (to a certain extent) posts usually generate a lot of responses from the audience so you should try building such types of content. But no matter what kind of content you are creating, make sure the information you’re providing is something your target market can trust.

Engage your followers.

In order to gain more followers on Twitter, or any other social media platform for that matter, you have to engage your followers. Communicate with them and answer their questions patiently. Take the time to respond to their feedback. After all, it can be unnerving to ask someone and then receive no reply in return.

While the main objective of posting content on Twitter is to attract attention to yourself or your products/services, keep in mind that you won’t get favourable responses from your target audience all the time. After all, you cannot please everybody. Even the biggest and the most popular brand names in the world drew flak from their Twitter followers from time to time.

Some people are afraid to respond to negative comments because they simply don’t know how to deal with them. What if they said the wrong thing? What if their followers took their words the wrong way and instead of improving the situation, it created a huge misunderstanding? Their lack of knowledge forces them to keep silent, which is definitely a big no-no on Twitter.

Others, however, do respond to negative comments and at times, these responses result in what is popularly called as “Twitter wars.” In their bid to defend their brand name, people lose their composure and say things they should not be saying. As a result, not only they lose Twitter followers, they also lose their integrity and credibility as a noteworthy brand.

Negativity on Twitter is something that must be avoided at all times. If you get unpleasant or negative comments for the content you post, you should respond and make sure you do it positively. As the saying goes, “don’t fight fire with fire.” Make your followers understand that you care and value their feedback, no matter how positive or negative they may be.

This article originally appeared in http://www.learnmarketing.com.au/social-media/how-to-get-more-twitter-followers-the-right-way/

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