SEO, or search engine optimization, has become a strategy familiar to nearly every business owner and marketer. This technical web site marketing method typically proves effective toward increasing organic search engine rank results. But those who combine SEO efforts with search engine marketing – known as SEM – are the ones reaping the biggest online search benefits. (more…)
Do you want a better business blog? 57% of businesses have acquired a new customer through their blog, according to HubSpot. The power of social media is undeniable, and while businesses have become familiar with the benefits of social media accounts like Facebook and Twitter, it seems that blogging has fallen by the wayside. This may be because the thought of writing and maintaining a blog seems like a daunting task, or businesses just don’t see the inherent value in blogging. (more…)
Personalized marketing, also known as one-to-one marketing, is a powerful tool that can revolutionize the way companies portray their brand, construct messaging, and build relationships with consumers. According to research conducted by EPiServer, one-third of U.S. marketers believe that personalized marketing campaigns are “highly effective and measurable.” The same research revealed that 14% of U.S. marketers believed that personalized marketing campaigns generated better response rates than mass-market campaigns.
Personalization vs. Customization
People often confuse personalization with customization, regarding the two as interchangeable concepts. While they are similar in some ways, they stand alone in how they connect consumers with a company and build a relationship thereafter.
- Customization is when the consumer states their needs and makes changes according to their preferences. For example, when a consumer orders a latte at a local coffeehouse and asks for skim instead of whole milk and to hold the foam. The consumer is customizing their order.
- Personalization is when the consumer has their personal interests and preferences anticipated and delivered by the company without request. For example, when the barista at a local coffeehouse remembers how the consumer likes their latte and that they sometimes enjoy a blueberry scone, she offers the consumer one immediately while handing them their latte. The consumer will probably buy the latte and the blueberry scone without hesitation. The company is personalizing the consumers order and selling additional products.
The Power of Personalized Marketing
Personalized marketing, when planned and executed properly, is extraordinarily persuasive. A successful personalized marketing approach follows these steps: (1) establishes specific target audiences and their preferences, (2) develops messaging that appeals to target audiences and inspires a call-to-action, (3) connects with consumers by anticipating when they will be most receptive to a personalized campaign, and (4) delivers the follow-through when consumers do connect with the company.
For example, Amazon, a leader in personalized marketing, has been linking consumers to the products they search, like, and buy for years. This strategy has allowed Amazon to establish an unbreakable relationship with consumers, as well as a sense of trust and dependency. There are thousands of companies that sell the same products and services for similar prices, so differentiation is critical. Personalized marketing and content allows companies to grasp a consumer’s individual interests and preferences, and personalize them to add depth and satisfaction to the consumer’s purchasing experience.
Bottom Line
Imagine that each individual consumer is wearing an invisible sign that says “make me feel special.” That is the key to a successful personalized marketing approach. What consumers really want, and won’t say, is to feel special. This means personalizing everything from email campaigns and direct mailings to social media initiatives and URLs. By following the steps to a successful personalized marketing approach, your company will have the ability to connect with consumers across a variety of marketing platforms in a way that cultivates consumer interest and brand loyalty.
Pinterest is the hottest new social media trend that has us seeing stars! This virtual pinboard allows users to share everything from hobbies, new products, recipes, and vacation destinations, to fashion trends and event coordination. It didn’t take businesses long to realize how Pinterest could help them connect with their target audiences on an entirely new level. Through the desire to share our interests, businesses have been able to achieve greater brand recognition and traffic to their websites using Pinterest. (more…)
Published by New England Real Estate Journal
While businesses are rapidly increasing their use of social media, blogging, and mobile applications to increase leads and retain clients, email continues to serve as a central marketing and communication strategy. In an October 2011 survey, Constant Contact found that 97% of U.S. small businesses use email to connect with customers and prospects. By developing targeted email campaigns as part of an overall integrated marketing plan, real estate agents and brokers can significantly generate qualified leads and expand client bases. (more…)
At one time, public opinion was a largely uncontrollable phenomenon that had the power to make – or break – a company’s reputation and potential for success. While the influence of public opinion is as strong as ever, managing public opinion has given savvy businesses measured control over how they are perceived by their target audiences and the general public. Businesses and organizations that understand their target audiences and implement a multi-faceted public relations strategy to reach them will boost their brand reputations, referrals, and profit margins. (more…)
Published by New England Real Estate Journal
Visually appealing, informative real estate business web site: check. Blogging and social media participation driving traffic to the site: check. Web site optimized for search engines, including backlinks: what the heck are backlinks?! (more…)
Consumers have come to depend heavily on Internet search results as a primary source of information. In today’s web-based world, 93% of all buying decisions begin with an online search. Google alone receives 620 million visitors every day and performs 87.8 billion searches every month. SEO, or search engine optimization, is the strategy behind improving the natural, unpaid position of a web site in search engine results. Organizations utilize this strategy to increase their ranking, improve their online visibility, garner more web site traffic, and optimize brand awareness. (more…)