All posts in “Marketing”

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Perfect Planning: Before and After the Promotion

The success of a promotion in any industry depends on the implementation of some general strategies that are relevant in all corners of business. Here are a few vetted tips that you can use to help improve the viability of a promotional campaign.

 

Before the Promotion

Are you sending the right traffic to your promotion landing page? You must be sure that you are optimising your target audience by streamlining it directly at a single source. Believe it or not, this is the way to expand your reach. You can also employ a multitiered strategy by using Facebook Ads, a PPC campaign and an email campaign that will bolster your overall exposure if executed concurrently.
Make sure that your traffic is targeted; the wide net strategy is not viable in any market. The more precise you are in targeting your niche, the better your promotional campaign will be. Make sure that you find your first responders at their preferred location as well.

 

During the Promotion

You must set the key performance metrics that you are looking to fulfill so that you can properly direct your promotion when it is in its active stage. This will help you to strategise your concept, making it more appealing to the audience that will be most likely to act like you want to fulfill your business objective.
Your campaign should also take advice from your previous campaigns – there is no reason to overlook the lessons that you have already learned in the past. Finally, remember that one of the most effective ways to create a higher conversion rate is to choose an engaging incentive and mechanic. Pay attention to how your audience responds to your lead ins!

 

After the Promotion

Do your customers know exactly what you want them to do after the conversion action? Are the directions on your promotion clear? Continue to direct your customers after the initial conversion, and make sure they receive what they opted in for.

 

Also are you using social media or emails to continue to drive customer engagement after the active promotion is over? Target the most enthusiastic of your new converts and empower them to spread your brand like an informal PR team.

 

These tips will definitely give you a leg up for your next promotion. However, here at Peazie we have run a few campaigns in our time. To create the ultimate competition that delights your customers and brings a value there are a host of things you need to think about from creative and data-driven campaign concepts, administration and permits, design and building, to tracking and optimising. Peazie has a reputation for partnering with top brands in many industries for creating premium promotion campaigns. With over 250 clients on board, Peazie has experience across the board as well, ensuring that your promotional campaign is built on the successes of the past!

 

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4 Classic Ways to Use Customer Data

Here at Peazie, we’re a big bunch of data nerds – we LOVE it. We use insights from the data we have collected from running thousands of campaigns to continuously create high converting promotions for our clients. We also strategise what type of data our clients should be collecting from their promotional landing pages in order to achieve the best result.

You may already have some great data that you are not taking advantage of. All of those names and addresses that you have sitting in your database are actually a treasure trove of information that you should be using to expand. Here are the top four ways that the random customer data that you accumulate without even trying can help you.

 

Personalisation

The data that you collect can help you to create a more personalised experience for your customers. Your customers will spend around 13% more money with you if they feel closer to you, a study by Infosys shows.

Creating a buyer profile from customer data allows you to create personalised recommendations for your best customers and provide geo-targeted promotions on the mobile platform.

 

Offer Customisation

If you already know who is buying from you, then you can customise your loss leaders specifically to their needs, following closely in the footsteps of top enterprise companies who are already doing this such as HP. Your most loyal customers are the ones who deserve the most customised offers anyway, and their data is the key to creating that offer for them.

If you have real time data, you are in a privileged position. You will be able to watch your targeted promotions move directly to the channels that work best for that audience. Watch your engagement and conversion rate soar as you directly answer the call of your most loyal clients.

 

R&D

In today’s highly competitive and instantaneous market, each iteration of your products must outperform the last. Your customer data can speed up the feedback that you get on your current product line, allowing your R&D to move more quickly in the direction that your customers demand.

If you apply the proper analytics to your customer data, you will be able to specifically identify the products that your clients will pay for, as well as the price point that will maximize the effort for you. You can direct R&D in a way that focuses on improving the most salient aspects of your products.

 

Marketing

Your best prospects are always moving between channels, and your customer data is the best way to follow them. You will be able to more closely monitor the journey of a prospect that becomes a customer, focusing more of your efforts on the campaigns that were most effective for you.

Customer data also allows you to find the behaviour patterns of your highest value clients. With this information, you can take full advantage of Pareto’s 80/20 rule (you get 80% of your profits from 20% of your customers), reducing your marketing costs while improving your ROI.

This list is only the beginning, make sure to contact Peazie to learn how to create a promotion that captures the right type of data, from qualified leads, to help you achieve your business objectives.

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How to Promote your next Competition

Social media gives marketers more leverage than ever when promoting a competition. Organisations now have the ability to precisely target their audiences and present them with quite a compelling case for attendance complete with audiovisual advertising options and real time, two way communications. Here are some of the best modern platforms for promoting a competition.

 

Advertising on Facebook

As the number one social media network online with 1.5 billion profiles, Facebook is a must for any promoter. However, Facebook also allows promoters to drill down quite deeply into a niche audience using Facebook Groups and Pages. On Facebook, a promoter can set a budget and the target audience for a campaign with incredible detail, ensuring the highest ROI for the money spent.
Facebook also allows a promoter to build an audience organically based upon the success of an ad campaign. Not only can a promoter drive attendance for an individual event, but that promoter can also build a page of constituents that can be accessed directly, without any additional marketing spend.

 

Remarketing

Remarketing is a relatively new yet very popular technique that allows a promoter to “stalk” a potential customer online using the cover of anonymity. Remarketing actually ensures that your ads are placed on the other pages that a potential customer visits after leaving yours. This is a great way to follow up on people who bounce away from your website without purchasing a ticket to the event.
Remarketing is shown to save up to 90% when compared to other marketing techniques. Potential customers with initial interest but who do not convert simply need more time in some cases, and remarketing allows you to stay on their minds while they gather their funds, set their schedules, etc. Best of all, the ads are completely innocuous – they show up in the same places that ads normally show up on the pages that your potential customers visit. You also are relieved of the responsibility of following these people around the Internet – the algorithm does it all for you.

 

Email Techniques

As taboo as email may seem, it is still one of the most reliable forms of promotion available today. The response rate for email campaigns across the board is incredibly consistent. You can perform very precise calculations based upon your outreach, and you may even be able to predict turnout to a degree for potential investors to your company or sponsors to the individual event.
Emails are also more robust than ever. It is quite an easy thing to put in audio clips or video snippets alongside engaging text to draw attention to an event. You also have the ability to automate email campaigns more than perhaps any other type of campaign, meaning that you can set follow up emails to send themselves at a later date without using any additional manpower.

 

Social Influencers

Social media has bred many popular characters who cultivate their own audiences. In many cases, engaging the “social influencer” gives a promoter access to an entire audience. The social influencer is known for his or her discernment, and a word from that person usually carries more weight than a traditional ad. Some forward thinking companies are even inviting social influencers to host or MC competitive events, bringing attention to the event through the performance of the host.

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The Top 3 Benefits of Event Marketing

In a nutshell, event marketing is when a brand hosts, sponsors, or takes part in some form of offline or online event, exhibition, or presentation. Here at Peazie we love event marketing, this year alone we have sponsored many events such as Mumbrella360, and the Rakuten Marketing Symposium just last week. These events have been a great opportunity to meet a lot of interesting people, amazing brands, and create relationships for years to come.  

 

Event marketing is so powerful because they offer brands the ability to meet often huge numbers of high-quality potential cliental with the hope of making a lasting impression, and building a strong foundation. Traditional advertising takes a more “spray and pray” approach, often sending a general message to millions of consumers via wider reaching methods such as billboards, magazines, and television commercials.
The benefits of event marketing, cover every aspect of the marketing process, from brand awareness through to sales, and even retention. So, no matter what your goals are with your marketing strategy, chances are event marketing can significantly increase your chances of hitting your targets. Here are some of the biggest benefits of event marketing.

 

1. Brand awareness

Hosting, sponsoring, or even simply taking part in an event places your brand in front of a primed, high-quality, often purchase-ready audience of consumers. Sponsors and hosts can obviously benefit from a hands-off approach as their brand identities are often plastered over the event paraphernalia, and sales representatives can also benefit from the increased exposure by taking the opportunity to network in a more natural, “in-person” environment.

 

2. High quality lead generation

All marketing roads lead to sales, even those with noble intentions. Of course, we all want to “provide value”, and “build trust in our communities”, and at the end of the day, the overall goal of marketing is to generate more high-quality leads, with significant potential to turn into sales. Without leads, there are no sales, and without sales, there is no business. The vast increase in brand awareness offers an equally vast increase in the number of potential leads. Unlike traditional advertising methods, the leads generated by events are, more often than not, significantly higher quality, consisting of like-minded people, or consumers who have actively sought out your brand.

 

3. Build long lasting relationships

By far the biggest benefit of event marketing is that it has the potential to introduce your brand to a vast audience of eager clientele. The audience in event situations has already chosen to engage with your brand, so rather than talking at them, like you would with traditional ads, events offer the opportunity to have valuable, in-person conversations.
Trust is the most important asset any brand can build with their potential, and existing customers. Above all else, if a client trusts your brand over another, there is a significant probability they will choose you. Event marketing offers the opportunity to build trust in your brand, and can result in significant, long-lasting relationships.

Source of Strength.

4 Ways to Supercharge your Startup Marketing

For startups, finding budget friendly ways to supercharge your marketing strategy is crucial. Very few startups have the luxury of a big budget, and navigating the minefield of marketing buzzwords can lead to a whole lot of wastage, and very little ROI.

To point you in the right direction, here are 4 ideas to help supercharge your startup marketing.

 

1. Create regular, useful content to help, not sell.

Content marketing is one of the most consistently misunderstood elements of a marketing strategy. Traditional sales techniques and ideologies suggest any “content” should show off the best features of the company, the product, and the brand. But in this day and age, that’s simply not effective anymore. In a world where a quick Google can give you pages and pages of data on an individual, it’s more important than ever to cut through the sales talk and aim to help prospects and readers.

To find effective and impactful content, you need not hire a copywriter or professional writer. Instead, use the knowledge and expertise of your existing team to develop content that matters to your customers, and can position your team members as experts within the industry.

 

2. Use video to engage customers and leads

Video is one of the most versatile ways to engage with your customers and leads. The great news is, video has never been more accessible than it is right now. Whether it’s posting regular vlogs on YouTube, Stories on Snapchat and Instagram, or live streaming a Q&A, exploring video platforms is a great way to both engage your existing community and provide value to others.

 

3. Use competitions to drive awareness and build your database

When it comes to generating leads, and increasing brand awareness, few ways are as effective as giveaways, promotions, and competitions. Historically, if you wanted to build a database it would have cost you the earth, and taken a whole lot of manpower. The good news for startup marketers is those days are behind us, and with promotions and competitions, it’s now easier than ever to collect data and drive leads in your marketing funnel.

For us here at Peazie using competitions and promotions are some of our favourite techniques. We have used our platform to power thousands of successful promotional campaigns, helping companies across Australia to reach their database growth, lead generation and sales goals.

 

4. Be part of the conversation

One of the most effective and valuable marketing strategies to drive both brand awareness and trust is to engage in real conversations with prospects, leads, and customers.

Whether it’s commenting on customer’s blog posts or engaging in a discussion around one of your expert topics, your goal should be to have valuable conversations with the individuals who ultimately make up your community. There is no hard and fast rule here, and no secret to success. Simply be authentic, be yourself and genuinely want to have a two-sided conversation.

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Inbound vs. Outbound Marketing: Pro’s and Con’s

The debate of Inbound vs. Outbound marketing has become increasingly one-sided over the past few years. Many marketers across the globe have all but jumped ship on the traditions of Outbound marketing, instead placing the Inbound method at the core of their strategies.

Is it smart to ditch Outbound marketing? Should marketers be focusing solely on bettering their Inbound successes, instead of sticking with the dwindling ROI Outbound is reportedly providing?

The answer is quite a complex one. Although experts and gurus are readily pushing Inbound like glowsticks at a 90s rave, the truth is it varies from business to business, and from strategy to strategy, while the line between both methodologies is not as polar as one might expect.

To help you decide if Inbound or Outbound are right for your campaigns, here’s a quick rundown of a few pros and cons.

 

What is Outbound marketing?

Outbound marketing is any type of marketing that reaches out to prospects and leads, more often than not with the specific intention of closing a sale. Traditionally, these have included things like TV, Radio, direct mail, and event marketing, as well as telesales, door-to-door canvassing, and general cold calling. In the digital sense, this also covers things like PPC, email blasts, and banner ads.

Pros

  • Deliver a single message en masse: Whether it’s a commercial, banner ad, or email blast, being able to get a single, concise message to a specific audience is a huge benefit.
  • Quick results – easier to optimize: In the digital sense, it can be quite easy to know when outbound marketing is working, and therefore easier to see where improvements can be made.
  • Potentially generate a huge amount of brand awareness: One of the biggest plus points to Outbound marketing is it gets your brand in front of eyes. After all, one of the main goals of outbound is to get more eyes on your brand.

Cons

  • Often feels less authentic: The main gripe that marketers have with outbound, is the sense that it is not as authentic, and thus less appealing than inbound.
  • Expensive to succeed: Mass audiences and fast results don’t come cheap. Without plowing a decent budget into your outbound efforts, chances are your single message will reach fewer eyes and ears than you need it to.
  • One and done: Reliance on outbound methods can mean that once this advertising stops, so does the attention and sales it generates. In many ways, adopting a completely outbound approach can make it harder to focus on anything else without taking an initial hit on your conversion rate.

 

What is Inbound marketing?

Inbound marketing is the golden child of the marketing elite. Essentially, it is any type of marketing that improves the likelihood of attracting prospects and leads to your brand, including things like blog posts, SEO, ebooks, and more creative content, and more recently app-based marketing.

Pros

  • Cheaper to succeed: Inbound marketing is not always cheap, but improving the chances of success can be more cost effective than with outbound. SEO, blog posts, and content marketing, for example, are all cost effective to produce and implement.
  • Ongoing success: Inbound isn’t “one and done”. Over time, the more effort and focus you place on creating content, the more likely your brand will continually show up in search results as a source of reliable information.

Cons

  • Success is not simple and takes patience: Although success with inbound is cheaper than outbound, it can take a lot of time to see any substantial results. In many cases, this can lead marketers to abandon their inbound strategies before they have a chance.
  • Lots of noise: By far the biggest downfall of inbound marketing is its popularity. Most marketers are already making a huge impact with their inbound strategies, which in turn makes it harder for new brands to rise above the noise.
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Media Purchase: Part of your Branding Strategy or Only for Specific Campaigns?

When it comes to your campaigns, having the right media buying strategy is crucial to your campaign’s success. And understanding your conversion is crucial to setting the right strategy. Yet, one of the most overlooked aspects of this are the crucial differences between campaign specific, and on-brand conversions.

While on the surface the two areas might appear to be the same, it is often the case that brands will find great success, and increased conversion rates by running campaigns with very specific objectives, that are outside their usual, on-brand remit.

 

So, what are the differences between media buying for campaign specific, and on-brand conversions?

 

Campaign specificity

 

As mentioned, brands will often find great success converting with unique campaigns, that are outside their usual brand objectives.  This often entail building microsites for the specific campaigns, with singular objectives, such as getting customers to make an in-store purchase, as opposed to an online purchase. As these microsites are independent from the brand’s usual online presence, it’s normal for them to have a more specific design. Therefore, it can give the impression of something unique, and exciting.

 

Ad’s purpose

 

When it comes to media buying for any campaign, the purpose of an ad has a huge impact on the media-buying strategy. No matter if the objectives are brand related or campaign specific.

With campaign specific conversions, awareness and action are required from the audience. As such, the media-buying strategy (creative, channel, placement, frequency etc.) is different. It focuses on awareness, conversion and lead generation, as opposed to brand awareness, or product differentiation.

 

Lead motivation

 

The traffic generated by the new media placements will be different to the standard campaigns. And, it’s important to note differences in lead motivation. Consumers coming from a brand’s standard search campaign might be looking for a product, and they will be greeted with the product they are searching for. In this case, the motivation is the desire for more information. After clicking the ad, the lead may find the information they are looking for.

In campaign specific conversions, this motivation can be a lot more specific, and offer a far better conversion rate. Instead of finding people who are looking for a specific product, ads are targeted to identified people who are most likely to convert. Although the difference in motivation is slight, the impact on conversion rates can be huge.

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Why is Building a Database so Important?

In the early days of digital marketing, a database was little more than a list of names, or business contacts. On a good day, there were a few people who might be interested in your product. Or, at least, had shown some interest in the industry. Data collection was tough and expensive for the small business marketer, and it was common practice to just purchase a database, and bombard them with sales literature.


Fast forward a couple of decades, and the outlook isn’t half as bleak. Data is in abundance, and the means to capture data and build a database is now more affordable than ever. This said, it’s alarming how many still consider purchasing and spamming a list a suitable marketing tactic. Sure, in all likelihood it will probably result in some conversions – after all, if you throw enough dirt at the wall, something will eventually stick. But as any marketer will attest, not all conversions are created equally.

Lead quality


If there is one reason why building a database is so important, it is lead quality. Lead quality is everything. It influences whether or not an individual converts. It impacts how long a customer remains a customer. And it plays a huge part in determining how much it will cost to retain that customer for the long term. Building a database from scratch gives you control over the quality of your leads. Unfortunately, you can’t achieve the same result with a purchased database without significant expense.


Build a community


Building an active, engaged community is at the top of many marketers to-do lists, and rightly so. In this day and age, the divide between business and consumer has been torn down by social media, creating an open line of communication between brands and customers. One that allows businesses to offer value, and cultivate loyalty in return.

Using social platforms to engage your database can act as a crucial building block for your community. And it goes without saying that the higher the quality of your leads, the more active and engaged your community can become. This, in return, makes it a whole lot easier to retain your customers, and a whole lot cheaper too.

How to build a database


So, all this talk about databases, community building, and retention is all well and good; but how do you actually go about building a database filled with high-quality leads? Traditionally, marketers would have had to spend hundreds, if not thousands of dollars to conduct surveys, gather customer research, and run campaigns to collect enough information to compile a full database of potential, and existing leads. 

The truth is, consumer data is in abundance online. It’s simply a case of having a tool that helps you not only capture it but also make sense of it all. As a result, building a high-quality database from digital data can be a lot easier than you might think, be it through social campaigns, image upload competitions, or campaigns that drive your digital contacts to your physical store. The limit to your database building really is your imagination.

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Top 4 Extinct Marketing Tactics

As marketers, we are forward thinking and fickle creatures. Always quick to jump into something new, and throw the old tactics out the door. Over the past decade, we’ve seen the rise and rise of social media. We’ve seen direct mail give way to “outbound marketing”, and we’ve seen display ads all but usurped by inbound and content marketing. So let’s take a moment to appreciate the top 4 extinct marketing tactics of yesteryear.

 

The Long Form Homepage

 

You remember these right? They began with a super-intense, fictional sob story about how hard it was to work a 16-hour day and raise a child with a serious health condition. Especially when your wife has an addiction to Jimmy Choos. They would invariably end with the promise of a 6-figure salary, a supermodel wife, and a child with a football scholarship to an Ivy League college. Thankfully, these “sales letters” often turned out to be little more than Ponzi schemes. And have all but died out in a world where everyone is Googlable.

 

Direct Mail

 

This might be a point of contention for some. But in the digital age, savvy marketers soon realised the traditional direct mailer – often a simple flyer sent to your secretary, and often binned before it reached your desk – was a waste of time, and budget. Particularly in the world where every digital interaction is trackable. The reality is Direct Mail hasn’t gone extinct, it’s just evolved into the pseudo-personal email campaigns we know and love today.

 

“Link me and I’ll link you back”: Link farms

 

Do you remember when SEO first became a buzzword in the business world? When everyone began stuffing their websites with a word they thought would make them show up at the top of search? Well, that wasn’t the only dodgy tactic. For many, swapping inbound links was a great way to boost your SEO credentials, and from credible sources, it still can be. But back in the day, there were a few marketers who tried gaming the search engines. Using aggressive linking strategies from parked domains, to build up the number of inbound links to a website. Or offering reciprocated links, no matter the relevance. It wasn’t long before search engines cottoned on and began penalizing those pesky link farmers.

 

Phone Book Ads

 

Ah, the Yellow Pages. Nowadays, as consumers, we take it for granted that we’ll be able to find contact details for a specific business. But before search engines, those garish, almost fluorescent pages got us out of many tight spots. From finding a same-day florist on the morning of your anniversary to providing the number of that great takeout, they always had our backs. For marketers, they offered an unparalleled opportunity and the potential to reach millions of people. Or at least those who had the patience to sift through their finger-staining, carbon covered pages!

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What Does SEM Even Mean?

When you first enter the world of digital marketing, you’re bombarded with acronym after acronym. From SEO, to KPIs, CTR and ROI, the marketer’s ability to shorten long phrases into bite size chunks is amazing!

 

Digital marketing is relatively young, so it makes sense that we are still defining phrases and processes, with acronyms changing as the discipline evolves.

 

The trouble is, this can cause a huge amount of confusion, and there’s no real jargon dictionary. As phrases take on new meanings, it can take a while for people to ‘get the memo’. One example is SEM (Search Engine Marketing).

 

SEM has been a confusing acronym from the start and was often misunderstood due to similarities with SEO (Search Engine Optimisation).

 

To clarify, there are 3 ways the term “SEM” is often used. The first is usually by people who don’t quite “get” the varying aspects of search marketing. These people tend to resort to using SEO and SEM interchangeably.  

 

The second is using SEM as an umbrella term for all search marketing, incorporating SEO under that umbrella. This is usually the handiwork of upper management marketers, who didn’t get the memo yet. This is understandable for the most part, because in the past this definition was correct.

 

Now though, SEM refers only to paid elements of the umbrella term “Search Marketing”. Instead of SEM, many marketers often use either “pay-per-click campaigns”, “search ads”, or “paid search”.

 

The most common platform for SEM is Google AdWords. Though both Bing and Yahoo! each have their respective search ad platforms, as well as a handful of smaller search engines.

 

With these platforms, the idea is that you pay for your ad to show up in a relevant search, and are charged on a per-click basis.

 

The process is pretty simple: You create an advertising campaign, and within that campaign you have an advert set with specific target demographics. You add your creative, set a budget and the desired campaign duration, and submit it for approval. Once approved, your ad begins to surface on relevant searches.

 

In contrast to the “paid” elements of SEM, SEO encompasses all the “organic” elements of search marketing, such as keyword strategies, and content marketing.
Congratulations! You have now gained some awesome knowledge on SEM! Thank you for reading.