Transformational Marketing: Turn Users Into Brand Advocates

by Kuldeep Yadav | Jul 31, 2022 | Marketing

Do you like transformations? I don’t know about you but I like it so much. Do you want to be transformed into a wealthy person? Do you want to be good-looking? Do you want to be appreciated by everyone? Do you want to get noticed by everyone?

I’m sure for some of the questions, you’d say “Of course Kuldeep, I want!”

For this you need to go through a process, if you want to be a wealthy person, you need to put effort and look for passive sources of income. If you want to be good looking then you need to put your body to work and do the Fitness Training. If you want to be liked and get noticed by everyone, you need to be a humble and sensible person.

Noticed? Everyone needed to go through some changes if they want to achieve something. In the same way, if businesses want to convert their buyers into their brand advocates then they also need to incorporate transformational marketing into their brands.

Wondering what a transformational marketing strategy is?

What is Transformational Marketing?

Transformational Marketing Strategy is the combined efforts that businesses make through different channels to convert buyers into lifelong brand advocates by conveying consumers’ stories.

I hope you get it!

So, we’ve already a good client base. But if we want to convert them into brand advocates then we need to perform some strategies continuously.

Brand advocates are those who promote your business believing with their hearts that your business is providing the best products or services in the particular field. Brand advocates help most in the word of mouth marketing. And the word-of-mouth marketing strategy has been the most successful strategy of all strategies.

So, let’s create a transformational marketing strategy!

How to create a Transformational Marketing Strategy?

So far, only a few marketers have written about it because they are not taking this strategy into so much consideration. But in reality, this is the secret to increasing your success ratio of companies and generating a good amount of return on investment (ROI) with word-of-mouth marketing by creating Brand Advocates.

Even when you’ll see top marketers in the world, you’ll find out that the success ratio of the companies they’ve worked with is not more than 20%, why this is happening? Meaning only 1 out of 5 companies has been able to maintain sustainability in their businesses.

Because, they’ve not performed transformational marketing strategies, and adapted changes according to the environment. So, if you want to get benefitted from this strategy then according to Top Right Partners you need to keep in mind SSS (3S).

Here SSS stands for; The Right Story, The Right Strategy, The Right Systems!

Let’s elaborate on each of them;

Pick the Right Story

There’ve been so many evolutions so far, and many will be brought up! But two things are always common; seller and customers. The stories of both of them are necessary.

But, here is a twist!

Because we’ve to make a Brand’s stories to a customer’s stories. If we’re able to make a brand’s story into the user’s own story, then we’ve just passed the first step of making a transformational marketing strategy.

It means we don’t need to tell the customers what the brand is all about, and what is it offering. But we need to convey the stories of how a brand is helping their customers and in what ways and what types of benefits are they getting from their products and services.

I hope you got my point!

If you want to create an attention-grabbing story then make it simple to understand easily in the context of a general consumer making the consumer hero of the whole story. The reason behind putting the consumer at the centre of the story is, that it makes the story resonate with the target audience and more compelling.

As we’ve discussed that the hero of the story is a consumer, and the story is all about their journey of how they got benefitted from the products or services of a brand.

The only role brand plays here is as a guide to help them navigate through their journeys. The customers will only engage with the story if it is containing their pain points, goals, needs, and their wants.

Basically, your brand story should tell audiences how a common person is achieving their needs, goals, and wants crossing all the pain points with the help of the products and services provided by the brand. This way the story looks bold and audiences will want to learn more about the brand and explore it.

If you want to make your brand stories successful then keep it balanced between creative ideation and artistic expression of the storyteller.

There’s been a belief that you only need 6 seconds to make a connection with the audience. Six seconds are enough to give the audiences a reason to care about the stories and want to learn more about them

Branding is so much important in marketing, and it’s all about storytelling. Your brand, product, consumers and every other type of story should be in a good storytelling way. Read more on “How to Create Stories?”

Let’s discuss the next S which is “The Right Strategy”

Build the Right Strategy

Your strategy matters a lot, if you’re going in a direction but not with proper guidance, and knowledge how you’ll be able to reach your destination?

If you’re telling a story without strategy then it looks like you’re just telling a story to fall babies asleep. It’ll do no good.

But, if you’re going out with a strategy and then telling your brand stories then it is definitely the way of marketing.

Because it’s been said, “Story without strategy is just art and with a strategy it is marketing.”

So, prepare the best one for you, and then follow along with it and tell your stories that’ll transform clients into brand advocates.

Always take help from the latest technologies to promote your products, and services or deliver the stories to the audiences.

You should have clarity on how you’re going to convey your stories. Build your right and perfect strategy beforehand.

Deliver with the Right Systems

You should rely on the right systems. The systems you’re using for delivering stories with the perfect marketing strategy should be in alignment.

They should be adaptable to every coming marketing change. If the systems are working well in alignment in measuring the performances and performing aggressive optimizations, then you’re good to go to implement the transformational marketing strategy.

I hope you’ve understood everything about the 3S of transformational marketing strategy. You need to pick the right story that should be simple, then build the right strategy having clarity about your audiences and brands, and then you need the right delivery system to deliver your stories.

Now, let’s look at the best practices we should keep into consideration!

Best Practices for creating successful Transformational Marketing Strategy

It’s easy and better to remember anything through the tips, it’s human psychology that stories, myths, best practices and myths are comprehended by the brain most. So, let’s discuss the best practices for the perfect execution of a transformation marketing strategy;

1. Choose the Perfect Story and Keep it Simple
2. Incorporate Storytelling in Brand, Product, and Consumer Stories
3. Make the brand messaging personalized with personalized marketing efforts.
4. Build the perfect strategy of how you want to convey your stories
5. Choose the right set of tools to make it more convenient and in alignment.
6. Inspire change and growth through your stories to connect people on the emotional level
7. Focus on building a brand aura backed by unique experiences through your stories, so the sales can happen naturally even without selling.
8. Be unique, if you’re trying to be the best you definitely would be compared to the existing masters in the field. But if you present your ideas with an entirely new perspective then you’ll be welcomed by the audience with open hearts
9. Provide trusted and helpful sources of information within your industry to establish yourself as a thought leader. People will automatically be drawn to you and they’ll definitely see what you’ve to offer.
10. Social Media Platforms are more like a listening tools. On social media platforms, you can find out what audiences expect from their dream products and services. So, make SMM Platforms your brand’s ears to listen about what is inspiring your audiences, what they are aspiring to, and what are the current changes in the industry. Build, your products and services around all the things you’re listening to on SMM Platforms.
11. Be Friend with Transformational Advertising. Making a part of transformational advertising of your transformational marketing strategy will become a milestone in the growth of your business. Transformation advertising is a consumer-centric approach to advertising your products and services. It is a method that enables brands to connect with their prospect and consumers on an emotional level. And having emotional connections with the brands, help in building brand advocates.

We’ve discussed everything about the best practices in transformational marketing that’ll help us in achieving our marketing goals. Transformational marketing focuses on transformations. The goal of a transformational marketing strategy is to create an emotional connection between the consumers and the brands. It can be done through any valuable content, meaningful messages or continuous advertisement, but the right story is the best option.

The connection between a brand and a consumer is based on shared beliefs and emotions that are above just a transaction.

Let’s get to know about some benefits of Transformational Marketing Strategy.

Benefits of Transformational Marketing Strategy

There have been tons of benefits transformational marketing is providing to the businesses incorporating it. Let’s have a sweet and short discussion about some of them that are;

1. Inspire change and growth
2. Boosts storytelling campaigns
3. Boosts personalized campaigns
4. Boosts Word of Mouth Campaigns
5. Spread the word of the faithfulness of the brand
6. Build a strong connection with the users on an emotional level
7. Create True Brand Advocates
8. Provides lifelong recurring income and promotions with the help of brand advocates
9. Increased and continuous ROI

You’ve seen how big a role is transformational marketing playing in other marketing strategies as well while creating true brand advocates.

Now, let’s conclude the blog now.

Wrapping Up

In conclusion, Transformational Marketing is all about personalizing the brand messaging in a storytelling way with attaching humanely emotions to the story. The emotions that can be seen in the marketing materials of transformational marketing strategy are; openness, authenticity, empathy, and transparency.

As we all know that transformational advertising is a part of the Transformational Marketing strategy. According to American Marketing Association, transformational advertising is associating services or product usage with certain feelings, images, stories, emotions, or meaning that transforms the experience of using the products or services. The goal of it is to represent and sell the product or service as an experience.

In the end, the content of the marketing materials such as stories, advertisements, Instagram Marketing Materials, and Fb Ads Copy of the transformational marketing strategy is concentrated on creating intangible emotions in a buyer’s brain. These intangible emotions will push buyers to take action. And with the time being, they will eventually convert these buyers into true brand advocates.

So, want to spread the words of trust and faithfulness towards your brand?

Then, it’s time to make a transformational marketing strategy for your brand.

Let us know in the comment section how you’re going to implement it for your brand!

For more similar blog, visit the blog

Outbound Marketing: A Complement to Inbound Marketing

by Kuldeep Yadav | Jul 29, 2022 | Marketing

What do you like the most freedom of choosing the businesses you want to take services from, or businesses telling you to buy products and services from them?

I’m sure most of you will want to go with the first scenario!

Everybody wants freedom of selection. Before purchasing products or services we research a lot about the businesses providing them. Then, we choose one out of them. I’m sure you like this.

What if somebody is telling you that these businesses are providing the best services and products, and you should buy from them? Would you like to go with them on the basis of what they are saying?

I hope not!

Most of you will first research those brands, then you will go with one of the best out of those brands.

But, is the first process isn’t worthy, well we can’t say that! Every strategy has pros and cons so as outbound marketing!

Have you ever heard about outbound marketing?

After going through this blog, you can yourself decide in what ways it can help your businesses and whether should you incorporate this strategy into your brand.

Let’s get started with what is outbound marketing!

What is Outbound Marketing?

On the basis of the discussion so far, you must’ve gotten a clue about what outbound marketing is. Outbound Marketing is when businesses proactively start communications with their target audience and attract them to get interested in the products or services they’re selling.

In outbound marketing, the companies make the first initial contact with the target audience without waiting for their consumers to come to the brands.

For E.g. you must’ve gotten a call in your lifetime from an unknown number. This type of person first greets you and without knowing whether you want to talk to them or not, they start telling about their services or products. This is a type of outbound marketing that is called cold calling.

I think you have a clear understanding now of what outbound marketing stands for. Outbound marketing is often considered as a traditional form of marketing, but it’s not just that. It is evolving with the latest digital world and is still a viable option in moving leads through sales funnels.

Outbound marketing strategy is the combination of different marketing strategies and tactics to simultaneously target a large amount of target audience. This combination of strategies and tactics is initiated by the brands in the first place to make the first contact with the masses. It is mostly done to spread brand awareness and drive traffic along with generating leads at scale.

Some of the outbound marketing examples are; cold calling, cold emailing, advertising etc.

It is a push marketing strategy in which we are pushing our brand messages to the target audiences. Let’s discuss in what ways we can promote our brands in front of the masses with the outbound marketing strategy.

Different Types of Outbound Marketing Channels

As we’ve discussed outbound marketing is the combination of different marketing tactics and we use those marketing tactics to market our products and services. The techniques are following;

1. Social Media Advertising
2. Social Media Post Boosting
3. Cold Calling
4. Direct Mail
5. Email Blasting
6. Email Newsletters
7. Cold Email Marketing
8. Search Engine Marketing/ PPC Advertising/ Paid Promotions
9. Content Syndication
10. Events
11. Tradeshows
12. Television Ads
13. Radio Ads
14. Video Ads
15. Print Ads (Newspapers, Pamphlets)

There are three terms elaborated in traditional advertising; above the line, below the line and through the line. These methods are being used for targeting the masses and conveying the brand messages to them, but these are not so refined.

Above-the-line advertising (ATL) is more effective for TOFU (Top of the Funnel). And we all know that Tofu activities are just for spreading awareness about the brand. The most popular ATL advertising methods are radio, television, billboards, and print ads (such as newspapers, pamphlets, magazines etc).

Below-the-line advertising (BTL) is more effective for BOFU (Bottom of the Funnel). These types of advertising activities help in converting leads into transactions such as retargeting ads, search engine marketing (SEM), Social Media Advertising, Email Ads, and any types of Digital Advertising like FB, Pinterest, Twitter, Snapchat etc.

These are used because BTL tactics are used to target precisely on the basis of several factors such as interests, habits, demographics, psychographics etc. In simple words, targeting is completely based on customer personas.

Read more here on “How to create user personas?”

Through-the-line advertising (TTL) tactics are used for MOFu (Middle of the Funnel). These are the combination of ATL and BTL. The most famous example of this can be putting the ads on New York’s Time Square, where dynamic ads are put on a static board.

So, we’ve seen different types of outbound marketing channels now, let’s move forward and discuss the steps of creating a successful outbound marketing strategy.

How to create an outbound marketing strategy?

Creating a successful outbound marketing strategy needs time and knowledge about outbound marketing inside-out. It isn’t fixed but dynamic in approach, we may need to make amendments even while performing the marketing strategy. Let’s start it with knowing who are we selling to;

Define Your Target Audience

Whatever the marketing strategy is, this is the initial step you must take. I would say this is the first general step we can take while performing any type of marketing strategy. Defining your target audience filter out the traffic and saves the marketing budget that you were going to waste.

You can make marketing personas of your potential customers. It’ll help in personalized targeting. Everybody wants personalized solutions to their problem, and it can only be possible if we have enough data from their names to needs, desires, and so on. Only then we can deliver our consumers’ personalized experience with the help of the incorporation of personalized marketing with outbound marketing. We can reach out to users through personalized advertising.

Market Research

Market Research is so much important, we should be updated with the things that are going on in the market. It helps us in knowing how big giants are attracting their visitors, what types of offers and services they are providing to their consumers, and what type of strategies are they using for marketing.

If we are aware of our competitors’ tactics and offers then we can design our tactics and offers uniquely to keep them incomparable and easily stand out from the crow and thrive on competition.

Design Valuable and Irresistible Offers

In the first step, defining our target audience, we designed consumer personas of our target audiences. Because of designing those marketing personas we now know the psychology, geography, and demography of our users. On the basis of their pain point, and goals we can design a so much valuable and irresistible offer for our target audience.

This way the conversion of the leads will become easier and we can stand out from our competitors.

Design Brand Style Guide and Keep your Brand Identity Consistent

Designing a brand style guide helps you in keeping brand voice, brand messaging, and brand identity consistent across the channels. Consistent brand identity makes you easily recognizable and increases revenue along with building Brand Loyalty.

This brand loyalty helps us in gaining brand advocates over time. So, read more on “How to create brand style guide”.

Create Personalized Targeted Brand Messaging in Storytelling Way

Every user wants a personalized experience. It makes them feel valued and they feel like they’ve been noticed and listened to by the brand. So, we should always create our brand messaging in a storytelling way. And give this messaging personalized touch with the help of the user personas. We can modify brand messaging according to different marketing user personas and make it personalized.

Choosing Your Channels

We’ve discussed already through which channels we can perform outbound marketing. You need to make sure which channels you are going to prefer based on your target audience. Choose the channels where your target audience lies.

This way, you can save resources, money, and time by filtering out the best marketing channels for your outbound marketing strategy.

Execute the Campaign

Execution is the key to the success of your marketing campaigns. Making plans will not help you in any area of your life but Executing them!

If you’ve performed all the remaining steps well, then I’m sure your outbound marketing campaign is going to be a success.

So, build everything we discussed in these above steps before starting outbound marketing. Once you’re done with it, you are good to go with the different outbound marketing channels we’ve discussed earlier!

Best Practices of Outbound Marketing Strategy

Sometimes we forgot important things but best practices help us in getting out of trouble and remembering everything in no time. Also when you’re reading about best practices it feels like you’re just reading about some fun facts. Let’s get to know what the best practices are for an outbound marketing strategy;

1. Do your research before reaching out in cold calls and cold emails
2. Personalize your outreach with the help of personalized marketing tactics
3. Use LinkedIn for B2B and B2C lead generation
4. Combine Digital and Direct Mail Marketing for getting success in Direct Mail
5. Avoid unethical marketing tactics such as sending unsolicited bulk messages, buying email lists, not providing options for unsubscribing in email, sending messages even after unsubscribing etc.
6. Introduce CRM to build healthier and happier relationships
7. Build a Content Distribution Channel
8. Don’t be too invasive in advertising
9. Track the metrics and analyse insights
10. Track ROI with every tactic and chose the best tactic to lead

We’ve discussed the best practices that’ll save you from taking the wrong decision while performing the outbound marketing Strategy. Now, let’s discuss what good outbound marketing can bring to our business.

Benefits of Outbound Marketing

Outbound marketing is evolving with the world, and so its benefits are increasing. The benefits an outbound marketing strategy can provide to its consumers are;

1. Boosting Brand Awareness
2. Scales Businesses
3. Instant Results
4. Targets Masses
5. Labelled Advertising
6. Easy Execution and Delivery
7. High Recognition Value because of emotional impact
8. Increase Quality of communication
9. Enables eye-catching formulations

Don’t you want to get these benefits from outbound marketing? If yes, then stick to the blog until the end, and as soon as the blog finishes start building your own outbound marketing campaigns.

I’m not saying it hasn’t any cons but it is with every marketing strategy, we need to learn how not to get affected by the drawbacks. Some of the drawbacks of outbound marketing are;

It’s a little bit expensive but we can cut the cost by targeting on right channels and right users based on the user persona. Outbound is Invasive but we can use the frequency feature so that the users will not see our ads more than the defined times, and also keep the language storytelling and informational.

So, you can see yourself that we can come out of every defect with the right vision and values and incorporating an inbound marketing strategy with it will help businesses a lot because both of them are polar opposite to each other.

Let’s discuss further and know the differences between Inbound and Outbound Marketing!

Difference between Inbound and Outbound Marketing

As we’ve discussed outbound marketing is considered one of the forms of traditional advertising, but it’s evolving day by day.

Outbound Marketing and Inbound Marketing are directly polar opposites of each other. Nowadays inbound marketing is becoming more popular because it provides good results. But it can’t fulfil the place of outbound marketing that is why outbound marketing still uses 90% of any marketing budget.

Inbound Marketing uses pull methodology, by pulling customers in with interest while Outbound uses push methodology, by pushing products and services onto customers. In inbound marketing, customers come to the brands looking for their services or products attracted by valuable content. But in Outbound marketing brands goes to the customers to advertise their products and services.

Inbound Marketing is permissive in Nature, while outbound marketing is interruptive. Permissive means businesses can’t show users products and services without the users’ consent. And interruptive means whether a user is willing to know or not we are pitching them our products and services.

Inbound marketing provides two-way communication in which brands, as well as users, can communicate with each other frequently. While in Outbound marketing only brands communicate with the users, users can’t connect with the brands.

Inbound marketing is consumer driven means consumers have complete control over the sales funnel and can enter and exit at any step of the sales funnel. But outbound marketing is marketer-driven, which means it is controlled by the marketers, consumers only see what marketers want them to see, and can enter the sales funnel only through the provided methods by marketers.

Inbound Marketing Examples are valuable content, Ebooks, lead magnets, search engine optimization or SEO, social media posts, webinars, videos, graphics, website content, google ads, blog posts etc.

While outbound marketing examples are cold calling, direct mail, cold email marketing, email boosting, television ads, press releases, billboards etc.

Inbound Marketing and Outbound marketing are polar opposite to each other’s so they complement to each other. They both can work well only if they’re being performed together.

Then what is the future of outbound marketing?

The Future of Outbound Marketing: Making the Big shift towards Inbound Marketing

We can see the serious serge in Inbound Marketing strategy in the last few years, but it can’t bring you immediate leads. In addition, outbound marketing can bring you leads but nurture them you need to make use of inbound marketing tactics.

So outbound marketing efforts need to be complemented with inbound marketing efforts for better and immediate growth in the business.

Inbound Marketing is great for nurturing the leads but to let people know that your brand exists in the market you need outbound marketing because people can only search for whom they are aware of.

So, boost brand awareness through outbound marketing, generate leads, nurture them with inbound marketing with valuable and problem-solving content directed to their pain points and goals, and close the deal.

This way, you can create a successful marketing funnel coupling 2 marketing strategies. Always remember, you can’t market just market your products with just one marketing strategy. You should need to learn how to combine different marketing strategies.

Outbound marketing is still relevant, and keeps us at the forefront of customers’ minds, for recommendations, word-of-mouth marketing, and immediate lead generation. It is expensive. But when performed well it can bring good ROI as a complement to the inbound marketing strategy.

We’ve discussed that outbound marketing works well if it is working as a complement to inbound marketing. So, we need to make a big shift towards inbound marketing. Read more on “How to incorporate Inbound Marketing?”

Wrapping Up

I hope you’re clear about what outbound marketing is, and what inbound marketing is, and they can work well if they’re being performed together.

In Inbound marketing, customers visit the brand and keep looking for answers, whereas outbound brands go to the audiences to sell their products and services. But both are important in their places. They both are valuable and should be implemented.

The most effective outbound marketing strategy is cold email outreach with more than 30% engagement ratio, cold calling and direct mailing are second to it with above 15% engagement ratio, then search ads back it with more than 10% and social media ads with only 10%, and at last trade shows and events perform with less than 10% engagement ratio.

You can decide whichever suits you. But keep providing valuable content through inbound marketing channels to the consumers, like blog posts, EBooks, educational content through videos, and webinars for solving their queries.

I hope now you’re ready to start with an outbound marketing strategy.

Are you?

Of course, definitely!

Please let us know in the comment section how you are willing to start with an outbound marketing strategy.

For more similar blogs, visit our blog

Inbound Marketing: Let Your Audience Find You

by Kuldeep Yadav | Jul 28, 2022 | Marketing

Marketing is a big ocean, and there are so many strategies in this digital marketing world to follow for the growth of the business. Sometimes even we can’t determine which strategy is best for us. To resolve this problem DigiAvtar is working in this field and providing complete digital marketing solutions. You can visit the blog “Marketing Made Simple Blog written by DigiAvtar Team” to find out the best marketing strategies for you and start working on them. More than 40 strategies are described there you can decide which are going to provide growth to your business.

Today, we are going to discuss one other marketing strategy out of those more than 40 marketing strategies, Inbound Marketing.

If you’ve been in the marketing field for a good amount of time, I’m definite you must have heard about this marketing strategy.

Do you know what the meaning of Inbound Marketing Strategy is and how to implement it in the business?

What is Inbound Marketing?

Do you know who coined the term “Inbound Marketing“and when?

CoFounder and CEO of Hubspot, Brain Halligan coined the term in 2006. Before 2005 there was not any concept of Inbound Marketing. The term “Inbound Marketing” started to show on the internet in the early days of 2007. And it started to grow in 2012. Even some digital marketers take Hubspot and Inbound as virtually synonymous because of coining the term “Inbound Marketing” By Brian Halligan.

Nowadays, it’s one of the most famous marketing strategies.

So now the question is what is the meaning of inbound marketing?

Inbound marketing is all about creating customized relevant content according to the consumers’ needs and sharing it with the consumers for appealing to dream customers.

In the inbound marketing strategy, we create valuable content for the potential prospects so that they’ll keep coming to the brand for what they are looking for and eventually becoming loyal customers.

Inbound Marketing strategy is a strategy where customers come to the brands looking for them.

How does this happen?

As we’ve already discussed that we create valuable content in inbound marketing, and through these valuable resources we provide the answers and solutions to those queries and questions customers are looking for.

When they’ll find their solution on a particular brand’s platform, they’ll remember it and keep looking for the brand. Thus way inbound marketing creates brand awareness and attracts new business that ultimately leads to generating leads and revenue.

I hope you’ve understood what inbound marketing is all about.

In simple words, in this process, we target our potential customers even before they are ready to purchase and help potential prospects find our company rather than directly going to the potential clients and outwardly pushing the brands onto prospects in the hope of business and revenue.

Do you want to implement this methodology in your brand to draw visitors and potential consumers in?

Let’s move further and get to know about the different phases of this marketing strategy;

Elements of Inbound Marketing Strategy

Until now, you must have known that inbound marketing is about giving the solutions to the problems that your target audiences are searching for.

So, now the question is how to provide them solutions.

This inbound marketing strategy has been divided into some steps, some marketers follow 4 steps framework and others dilute one step and follow 3 step framework only.

But we are also going to study both of them frameworks so that you can yourself decide which to follow.

Those steps are;

1. Attract
2. Convert
3. Close
4. Delight

Marketers who are using 3 step framework dilute the third step close into other steps and use only;

1. Attract
2. Engage
3. Delight

First, let’s understand 4 step framework

4 Step Framework of Inbound Marketing Strategy

There are four steps in Inbound Marketing Strategy’s customer journey; Attract, Convert, Close, and Delight.

Attract

Attracting target audiences to the websites of the businesses through various types of marketing channels and content types is the first phase in getting results. In this first step Attract, we bring in targeted traffic to the brands’ websites. This targeted traffic is the result of different marketing techniques like attracting the right people in the right way at right time through the right marketing channels. As we know we drive traffic by providing valuable content and solutions to the traffic.

So, in what ways we can provide content to our users? I think you know the answer already. We can drive traffic through blogging, targeted SEO, and engaging content on Social Media Platforms.

So, let’s discuss the different channels and ways of attracting or enticing traffic in detail;

Identifying Consumers

Creating a Customer Journey Map and User Persona is the first step in somewhat every marketing strategy. Everyone has different needs and wants, they all have different goals and live in different demographics and their life is being affected by several factors.

So, it is better to identify and target your target audience rather than target everyone and waste your marketing budget.

Creating a buyer persona will help you in building your content marketing strategy, you’ll be able to provide the solutions to those exact problems your customers might come to you looking for.

Videos

Publishing Meaningful and Valuable Videos with Good Script in Storytelling Way will help your users in engaging with your business. We’ve customer personas now, so we can create targeted videos, shorts, or visuals on solutions, tips, and education for the target audience and easily achieve our determining marketing goals.

Create Blogs Enriched with Graphics and Eye-catching Headlines

Create Valuable Educational, Problem-solving, and Entertaining Content through Blogs enriching with graphics like images, infographics, visuals, or Gifs to convey the message properly in a storytelling way.

Eye-catching headlines help in improving click-through rates so that in the same impressions you can get more organic traffic. Infographics provide more value in less content and improve the readability of the blogs. You can also have a look at DigiAvtar’s Blog. Analyse headlines, featured Images and content carefully in our blog posts.

Using Social Media

You can measure the importance of social media yourself by calculating the time you spend yourself on social media like FB, Instagram, or Snapchat.

Do you know 63% of the world’s total population is using smartphones and out of that 63%, 93% of people are using social media to spend time and interact with other people?

That is why most marketers are focusing on Inbound Marketing and Mobile Inbound Marketing.

Inbound marketing is giving users what they are searching for, and Mobile Inbound marketing is giving users what they are seeking along with optimizing platforms for mobile devices.

Social media is a very important marketing tool for engaging with your users, people share their thoughts, and how they feel on social media or in comment sections. So, social media helps you in understanding how your target consumers feel about your brand, products and services.

Search Engine Optimization or SEO

Search Engine Optimization helps you in ranking higher on google searches by optimizing your content and making it more relevant to the user’s search intent and mobile-friendly.

Mastering search engine optimization is the key to bringing hassle-free organic traffic. With the help of a good search engine optimization strategy, you will naturally rank higher on the search engine results pages (SERPs).

When users will search for your brand, services or products and if you’re ranking higher than others, then the chances of getting visits to your websites or any other platforms are higher.

You can also feature in the Featured Snippets in Google Search Results if you are providing high-quality content. High-quality content helps in improving Domain Authority, Page Authority, Page Rank and CPR score.

So, building high-quality content can give your inbound marketing strategy wings to rank higher and get more leads than others.

Google Ads

Google Ads also represent inbound marketing.

Must be wondering how advertising campaigns can represent inbound marketing.

Earlier I told you that in inbound marketing strategy users come to you looking for solutions, and answers.

Well, I’m still there, not trying to change what I said earlier!

How?

Let me explain!

What really happens in inbound marketing?

Users seek for the products, services, solutions, and answers to their problems and visit the brands.

The same happens in Google Advertising!

When they search for any queries google provides them solutions by putting the Advertised Content Above organic.

This way advertising is being done but still, users are coming to the brands looking for them, brands are not going to the users. That is why Google Advertising is an Inbound Marketing Strategy.

So, we’ve discussed the 1st phase of the 4-step framework of inbound marketing strategy which is Attract. Now we know that we can attract visitors in several ways such as through ads, video, blogging, social media, content strategy, SEO, graphics etc.

Now, let’s move ahead to the next step which is Convert!

Convert

The second phase of 4 step framework of inbound marketing strategy is Convert. In the first phase “Attract” we attracted traffic from different resources, now it’s time to convert them into leads.

As we all know we’re providing the solutions to users’ problems for you but it’s time to ask them something in exchange for free valuable resources. This is where we can demand their contact details from them.

It helps in keeping people coming back to the brand’s website over and over again. We can ask them for their details with the help of the following gated content;

Online Forms

You can ask for details from your users in online forms. You can ask them for their name, mobile number and email in the contact form. Anyone who’s filling out a form is willing to connect with your brand in future. So, you can engage with them later on different occasions

Optimized Landing Pages

Landing pages are an important part of sales funnels. The landing page contains so much information relating to particular services, products, or lead magnets. When your target consumers visit your website looking for the answers then they are being redirected from there with the help of a call to action. Once they click on that call to action they land up on the landing page.

Here, you can put a form or can ask for contact information in terms of free resources you want to provide your users as a lead magnet. You can visit this blog for 20 different lead magnet ideas.

Optimize your landing page with proper information, testimonials, call to action, frequently asked questions, benefits, and other important aspects.

Call to Actions

A call to action is a very crucial part of your complete sales marketing funnel. If they are not being used intelligently you might lose a lot of your targeted potential users.

They are an important part of the lead nurturing process. Always keep your call to action precise, concise and ONE CTA per landing page to keep your users on a single track, and not make them confused.

This way, when you have a single, precise, concise call to action, they’ll give you their details in no time.

Analytics and Reporting

Analytics is another important part of the whole sales process. Analyse the whole attracting strategies you’re performing in the “Attract” phase.

By doing this, you can make a report about everything and you’ll get to know from which strategy you’re getting more traffic, what is working and what not. And you’ll be able to focus on strong areas most and improve on weak spots.

We’ve covered the second phase which is Convert, now let’s move ahead with the 3 steps of 4 steps inbound marketing strategy which is Close.

Close

Closing is the state where the converted leads are going to make a purchase for products or services, and close the deal with the brand.

A lead takes time in nurturing and becoming loyal customers. Always stay connected with your leads and solve their problems through the process of converting to a sale.

You can always can in touch with your converted leads with the help of the following resources and tools;

Focused Emails

You’ve collected details of your users in the second phase which is Convert. And along with the information you’ve gotten permission to send them emails about the offers and services. Now, that you’ve permission to send them emails, you need to send them tailored emails according to the details they provided you in the form of a second phase Convert.

Provide Solutions to them according to their needs and don’t spam by sending them irrelevant informational Emails.

Customer Relationship Management Tools

Customer Relationship Management tools help in maintaining relationships with the users and keeping all the users’ information. A CRM (Customer Relationships Management) Tool manages clients’ data and their interactions with the sales team.

If we have the information about their interactions with the sales team, then we can determine what desired results consumers are willing to gain from the brand.

Marketing Automation (Use of Autoresponders)

Marketing Automation is a very important part of any marketing strategy. If you’re able to automate tasks then you’ll save a lot of resources and costs.

With the help of marketing automation, the engagement ratio can be increased drastically with a good personalized experience.

You can also automate your email marketing campaigns into drip marketing formation. Drip marketing is the term when we send multiple emails in accordance with the previous one.

The next and last phase of 4 step framework of inbound marketing strategy is Delight. Let’s discuss it.

Delight

Your consumer has made a sale from you doesn’t mean that you need not do anything else further.

Making a purchase doesn’t end the sales process. If you want to make your customers loyal to your brand then you need to provide them assistance with the products and services and keep communicating with them.

Once you’ve won the hearts of your customers, they’ll never stop talking about you. And they will promote your brand as brand advocates.

This phase contains operations to delight customers such as generating smart valuable content, email marketing, conversations inbox, attribution reporting, and marketing automation.

A good marketer never stops all marketing at once, so you also need to continuously provide them with the absolute best valuable content you can. This way you’ll get more customers from word-of-mouth marketing.

So, with the delight, we’ve covered the 4^th phase of 4 step framework of Inbound Marketing strategy. Now, let’s move ahead and talk about some tips to remember in Inbound Marketing Strategy.

3 Step Framework of Inbound Marketing Strategy

As we’ve already discussed two phases of 3 step framework in 4 step framework of inbound marketing strategy. But let’s discuss a little bit about them

Attract

Provide valuable resources to your users to attract them to your brand. In this phase, you can make use of advertising, video marketing, blogging, content marketing strategy, search engine optimisation, and social media.

Engage

In this phase, you engage with your users with different methods along with providing them insights and solutions to their pain points. In this phase, you can make use of lead magnets, email marketing, lead flows, lead management, conversational bots, and marketing automation.

Delight

Delight is the last phase of 3 step framework where you need to stay connected with your current customers delighting them with valuable content to solve their problems in after making the purchase.

So, with the delight, we’ve covered the 3^rd phase of 3 step framework of Inbound Marketing strategy. Now, let’s move ahead and talk about some tips to remember in Inbound Marketing Strategy.

Tips to remember in Inbound Marketing Strategy

On the basis of the discussion so far, we can summarise everything in some tips. These tips will help you in building a successful inbound marketing strategy. The tips are;

1. Define short-term and long-term business goals and buyer personas
2. Having Content Calendar in place for 1 year in advance
3. Couple your inbound marketing strategy with mobile inbound marketing strategy and perform mobile optimization on the website
4. Choose perfect Delivery platforms
5. Provide valuable content at every stage of a sales funnel and offers to make them provide contact details
6. Scoring leads, converting them into clients, and nurturing them always
7. Make your contact details easily accessible
8. Leverage Social Media and Social Proofs
9. Build a blog to solve the queries through the blog posts
10. Personalize content according to different user personas
11. Make the Storytelling part of your writing style
12. Analyse, make reports Optimize your Campaigns Accordingly & Test Different Campaigns
13. Keep Improving

So, we’ve discussed different tips you should remember in your inbound marketing strategy. Now let’s get together with the benefits of inbound marketing

Benefits of Inbound Marketing

We know that every marketing has its own benefits, so as inbound marketing. The benefits inbound marketing provides us are;

1. It costs 61% less than outbound marketing strategies
2. Brings organic traffic and increases visits to the website by 4x in 1 year and 12x in the next year
3. According to 41% of worldwide marketers, it shows a noticeable ROI.
4. 10x more effective for conversion than outbound.
5. Put customers in the driver’s seat, they come to the brand’s search for them
6. Empowering for Customers
7. It’s not just about sales, but about helping them.
8. Connect with the audience that is genuinely interested in what we want to convey
9. Multiply leads by 5x in 1 year and 14x in 2 years.
10. Reach the right audience, in the right way, at the right time, in the right place.
11. Increase trust and loyalty
12. Decrease dependability on one channel
13. Market effectively in every segment whether it is B2B or B2C

We’ve seen the benefits of the inbound marketing strategy, there may be tons of other benefits of this marketing strategy.

Are you feeling confident about your inbound marketing strategy now? We’ve covered somewhat everything about inbound marketing, so let’s conclude it.

Wrapping Up

In conclusion, an inbound marketing strategy draws in the right people with valuable content and establishes communication with them. To keep customers engage businesses provide insightful and problem-solving content aligning to their pain points and goals. Even after the client has made a purchase from the brand, it supports providing help and assistance to empower customers to find success.

Inbound marketing is also about being creative with valuable insightful content. You may provide any type of content according to the consumers’ needs from the following creative content ideas; blog posts, videos, research papers, ebooks, white papers, infographics, webinars, news articles, social media creatives, and presentations.

Still, waiting?

Do you know the hardest part of any marketing strategy?

The hardest part of any marketing strategy is the easiest.

Not taking the first steps!

So, start your own inbound marketing strategy for your brand. Don’t waste time on where to start, you’ve everything in this blog that can guide you to build your own inbound marketing strategy.

Please let us know in the comment section how are you going to use the inbound marketing strategy in your brand!

For more updated content, visit our blog

Mobile Inbound Marketing: 9 Tips For Successful Strategy

by Kuldeep Yadav | Jul 27, 2022 | Marketing

Have you ever heard about mobile inbound marketing? Do you know what this is?

Okay, let me ask you simple questions, do you know how many smartphones are in your family with internet connectivity and how many members of your family use the internet on daily basis?

I’m sure you’ve answers to these two questions, don’t you?

You must be wondering why I’m asking this! Well, everyone is a user and mobile inbound marketing is for those users who use smartphones with internet connectivity. It is about leveraging mobile optimizations across online platforms.

According to a report of Statista of April 2022, there were 5 billion worldwide internet users, and I am sure you can yourself comprehend that it is 63% of the total world population.

One of the most interesting facts is out of these 5 billion 4.65 billion users were on Social Media i.e. 93% of total worldwide internet users.

Now, you can think of yourself how important it is to optimize your online presence. Mobile inbound marketing helps in making a fully mobile-friendly web presence for an enterprise. Once you’ve achieved it, it’ll result in lower bounce rates, increased engagement, and increased return on investment.

If you want to grow your business with these marketing tactics then stick with the blog! Let’s discuss first what is mobile inbound marketing?

What is Mobile Inbound Marketing?

We know that a large number of people are using smartphones in the world with internet connectivity. As time passes this number is only going to increase. And the most fascinating part is we’re using smartphones somewhat for every purpose from booking a car to ordering food, clothes, electronic items, grocery, medicines, hiring people, telephonic interviews, SMS alerts, notifications, communicating with others, surfing for the entertainment and educational purpose, and the most important for conducting business and business meetings.

So, you can see how big a part is being played by smartphones in our daily life.

And if we want to cash it for the businesses, then we will need to implement mobile inbound marketing in our brand.

Mobile Inbound Marketing is optimizing the web presence of businesses for smartphones and making them completely mobile-friendly.

Web presence or the digital presence or online presence is the presence of your brand in the digital space including several platforms like website, mobile applications, social media, search engines, emails, etc.

Difference between Mobile Marketing and Mobile Inbound Marketing

Mobile Inbound Marketing is the combination of three words; Mobile, Inbound, and Marketing. Everyone knows what mobile is, now let’s discuss inbound marketing!

In inbound marketing, brands help potential customers to find the company. Customers themselves come to the brand searching for their services or products, brands don’t go to them. But to achieve this position in marketing a brand need to put so much effort into its inbound marketing strategies.

There are so many inbound marketing strategies like blogs, opt-in email, native recommendations, SEO or Search Engine Optimization, content marketing, videos, eBooks, social media, etc.

Mobile marketing is different from Mobile Inbound marketing, in Mobile marketing we just market our platforms without context on so many channels, but in mobile inbound marketing, we optimize the aforementioned types of web presence where consumers reach to businesses seeking for their services.

Is Mobile Inbound Marketing Only related to Mobile Applications?

Mobile inbound marketing isn’t contextual to only mobile applications but also web applications and other channels we’ve discussed above.

Most people think about the mobile applications of the brands when they heard mobile inbound marketing and give suggestions for improving the UI and UX of the mobile applications.

But, in reality, improving the UI and UX of mobile applications is just one part of mobile inbound marketing, it’s more than that.

Mobile inbound marketing includes optimizing all the channels of web presence and making them mobile-friendly whether it’s a social media page or a blog post, an email from the newsletter or a post on social media etc.

Many questions are arising in your mind like;

How to optimize web presence now?

How to use inbound marketing in mobile strategies?

Want to know how to build a successful Mobile Inbound Marketing Strategy? Stay Connected!

Tips for Building a Successful Mobile Inbound Marketing Strategy

You can start from any aspect of your online presence and make it mobile-friendly. As we already know that in mobile marketing or mobile inbound marketing we use a combination of marketing channels to connect with our target potential consumers through mobile devices. We can generate leads and sales through these channels if we’re performing a mobile inbound marketing strategy very well.

So, let’s start with it;

Responsive Mobile Friendly Website: Optimization of Website for Mobile

A website should be a must and foremost for every brand. Unlike all other platforms, we have complete control over this platform. All other platforms are provided to us by third parties, e.g. when we build a Facebook Business Page we build it under the terms and conditions of Facebook, and Facebook has every right and control whether to increase the reach of the post or decrease, there are so many factors, even they have the authorisation to delete it. They can manipulate everything on their platforms

But, on the other hand, we’ve complete control over the website, we can decide what types of pages should be displayed, which blogposts should be given priority, and how to optimize it for mobile!

Just think about it, you have a pretty cool website for desktop devices, but when visitors come through the mobile devices, and it is not mobile friendly, won’t they become frustrated?

Definitely, they will!

So, having a website is a must and foremost, and optimizing it for mobile devices is the next necessary thing.

If you want to maintain your consumer base for a lifelong then your visitors should be able to access all the materials of your website from any device in a meaningful way. It should be easy to view and navigation should be easy.

Want to make sure your website is mobile-friendly or not?

For the ease of everyone Google has developed an inspection tool for this, you can always check the mobile-friendliness of your webpages

Inspect your website to check the mobile-friendliness of your brand’s website.

With the help of this test, you can inspect websites as well as codes with this tool.

Optimize for Mobile Search through SEO: Understanding Context and User’s Search Intent

We have already discussed how many people are using internet through the smartphones, and we found out that 63% of the world’s population is using smartphones to access the internet.

And on the other hand, 60% of the searches take place on mobile phones. You can yourself comprehend how much important it has become to optimize the content for mobile search.

Search Engine Optimization is the technique of optimizing the website and website content according to search engines and users.

Context and user’s search intent are also the most important factors in search engine optimization, it works well when your content is in context with what your brand stands for and it is providing the content according to the user’s search intent.

If we’re providing the content that users are searching for on the website then they’ll only come to our brand for the services or products when they’ll need them.

Search engine optimization isn’t just limited to optimizing content it contains different areas like technical SEO, on-page SEO, and off-page SEO. It is an umbrella term. Disable any full-screen takeover (according to google’s latest algorithm it is disruptive in mobile browsing and has a negative impact), increase the speed of the web pages, make web pages mobile friendly, and optimize all the blogs and web pages for the mobile search, submitting website to the search engines are the applications of search engine optimisation.

All the types of SEO help in mobile inbound marketing strategy. If you can’t perform well in search engine optimisation then you’re going to lose so much targeted organic traffic.

Do you want to lose targeted organic traffic?

I hope not so!

Then, go for it, none can be a better way to support your inbound marketing strategy.

Texts, Graphics and Video Optimization for Mobile

You need to optimize your texts, graphics and video for the mobile inbound marketing strategy. We all know that texts are static content, and graphics and video make content livelier. Graphics and video make the content attention-grabbing but these need to be optimized.

Texts look better when it’s given proper width and height, if not then they can overlap with each other and become unreadable to the users. So, optimize texts accordingly for different devices.

Dimensions and size of graphics like images or visuals should be optimized according to mobile screens. Use compatible file extensions like jpg, png or webp according to available resources. If the images are too large and loading slowly then optimize them with the help of tools, there are many tools available online and offline at no cost, I personally prefer bulkreizesphotos most for image optimisation. I hope you’ll also love it!

As for videos, we’ve already discussed, you need to disable screen takeover of videos for mobile devices for its negative impacts on mobile browsing.

Optimizing Email Marketing

Email marketing can be the most powerful tool for targeting and nurturing both cold and warm leads without irritating the prospectuses.

It is often an overlooked aspect of the marketing strategy of most brands. But do you know according to HubSpot open rate of email for mobile users is 3 times more often than for non-mobile users, and 50% of all emails are open through smartphones.

Have you incorporated email marketing for your business?

If not then do it, if yes then have you optimized your emails for the mobile screens?

You should optimized email marketing for mobile inbound marketing, even nowadays many email marketing service provider companies e.g. MailChimp have started showing previews of email copy during the writing and drafting process. So that any user can optimize the email copies according to mobile screens.

You can optimize your email copies in the following ways;

• Keep your subject lines meaningful, precise, concise and easily readable and understandable at a glance.
• Text size should be readable, not too big and not too small.
• Write the content in a storytelling way to increase engagement with the brands.
• The dimension and size of the image should be optimized so that it doesn’t take so much time in loading and display well.
• Add your signature at the bottom of your mail to make it more authentic.
• The signature should also be precise, and well designed.

Leveraging Social Media and Branded Applications

When you are sitting or having a break what do you do? I am sure, most of you will say that I just keep scrolling on social media like Facebook and others. Do you know according to business insider 60% or more time on social media is spent on mobile devices and tablets rather than desktops or computers?

That’s why it’s become an essential part of every marketing strategy to leverage social media and branded applications and optimise these for mobile inbound marketing strategy.

Leveraging social media and branded applications helps you in connecting with your potential target audience so quickly and at no cost.

Stay connected and engaged with your audience by providing valuable content to them. Share relevant content that helps in engagement and encourages users to participate in the quizzes, small engagement competitions, and giveaways.

The 5 Most popular and powerful social media applications nowadays are;

• Facebook: The engagement index of Facebook is 50.7 according to the report of a business insider, and this is the platform that provides the largest engagement than any other platform.
• Instagram: The engagement index of Instagram is 13.5 and second after Facebook.
• Twitter: 7.4 is the engagement index of Twitter.
• Snapchat: The engagement index of Snapchat is 6.6.
• WhatsApp: 4.6 is the engagement index of WhatsApp.

The engagement index is derived by dividing Desktop and Smartphone time-spend on 5 selected networks from total unique users and then multiplying it by 100.

Now, you can see how important these platforms are and how valuable they can be for your mobile inbound marketing strategy.

SMS Marketing

SMS alerts can be so valuable in marketing. SMS marketing can be more personalized and valuable when it is coupled with geofencing marketing. Whenever a customer is nearby near the physical store with the help of geofencing marketing, we can send them text messages regarding our business or offers. It’ll help in increasing store visits and ROI by providing a personalized experience. It could only be possible because of smartphones, that’s why we should optimize mobile inbound strategy.

Leveraging Mobile App Development of Your Brand

I would say if you’re a starter then Branded Applications or Social Media Applications are enough for you. Once you have a good consumer base, you can always build your own mobile applications, and work on the mobile inbound marketing strategy for your applications as well.

Launching new applications in the store isn’t a very difficult task but it’s time-consuming and costly. You can always share your application on so many stores e.g. Google Play Store, Apple App Store, and other brand stores like Realme Store etc.

You shouldn’t do anything in marketing without preparation, shooting in dark isn’t a good idea. So, before going to build an application first

• perform market research,
• then competitor research,
• define everything by making blueprints of use cases,
• launch it in the correct way, tell your application story,
• And then connect and engage with your audience through this.

Congratulations, you’ve developed your application!!! It looks easy and short in 5 steps, but it’s a lengthy process and so gentle. So, if you’re a beginner I wouldn’t suggest you go for this, but once you’ve reached a good level then you can always go for it anytime.

Incorporating Blockchain, Virtual and Augmented Reality

Businesses should adopt new technologies so quickly if they want to be service providers of them than becoming users.

Blockchain, virtual reality and augmented reality are the new technology in Digital Marketing. Sometimes when we want to enjoy these technologies it needs a smartphone.

Several companies have already taken advantage of these technologies to offer a better user experience. These technologies help users in making better buying decisions.

To begin with, Virtual Reality (VR) simulates the entire environment through a smartphone, it provides a computer-generated 3-D environment. These 3-D environments are created with the help of computer graphics and a 360-degree video. Users feel completely immersed in their surroundings created by virtual reality. Brands can use this technique to demonstrate their products that they can’t present physically.

In addition, Augment Reality (AR) doesn’t completely present a virtual environment like VR but integrates digital information with the environment of users in real-time. It is used to make some visual changes in the natural environment or to provide additional information to users.

Furthermore, Blockchain can also be used in marketing in a different way, it’s in an early phase, and some of its applications can identify and disable blacklisted devices in order to protect the personal information of the users saved on their phones.

Tracking User Engagement with the Brand and Improving the Web Presence

If you are not tracking your marketing strategies then you’ll end up with the same results, because without tracking improvement can’t be possible. And without improvement in the system, the results would be always the same with no growth.

It’s better to get an idea about your users and how they are interacting with your brand on their mobile devices. Knowing their experiences will make us aware of where we need improvements. We can always do it easily by providing a feedback form or asking them to put their queries in the comment section.

Based on the insights we get from our users we can improve our web presence accordingly. Keep improving always, improvement is better and it keeps you updated with the latest technology.

Wrapping Up

We’ve covered everything from knowing the internet mobile users worldwide to what’s mobile inbound marketing, and tips for a successful mobile inbound marketing strategy.

Mobile is the most used device nowadays. And do you know Google has shifted its crawler to smartphones and using Mobile First Indexing? Google itself is giving priority to mobile-friendly websites and applications then why shouldn’t you?

Implement a mobile inbound marketing strategy, it’s never late to start!

Optimize webpages for mobile devices, optimize webpage content to mobile search with the help of SEO, and Leverage social media and branded applications because social media presence sustains mobile inbound marketing efforts, using optimized SMS and email marketing, incorporating new technologies, and always getting feedback and keep improving.

Mobile Inbound Marketing is all about delighting mobile users with the help of Continuous and consistent satisfaction through mobile devices.

Willing to start a Mobile inbound marketing strategy as part of your marketing strategies?

Drop us a comment if you’ve anything in your mind to discuss!

For more similar blogs, visit the blog!

Geofencing Marketing: Draw Contextual Virtual Perimeters

by Kuldeep Yadav | Jul 26, 2022 | Marketing

Do you want to promote your products and services in a specific area of interest? Do you want that the promotion campaigns run by your company would be seen in the nearby area where your physical store is situated?

Do you think it’s possible?

Of course, it’s possible!

Geofencing marketing is the solution to this problem. It can help in targeting the right audience in your area of interest. With the help of it, you can decide in which location your paid ads should be shown. It also saves unnecessary ad spending and optimizes the budget along with attracting more visitors to the brick-and-mortar location.

Let’s understand what geofencing is more elaborately to implement it more precisely.

What is Geofencing?

Geofencing = Geo + Fencing

Geofencing is the combination of two words geo and fencing, in which geo means “Geographical or locations” and Fencing means “to define the perimeter.”

In simple words, Geofencing can define perimeters surrounding particular areas of interest.

These perimeters are also referred to as Geofences. Geofencing provide a contextual user experience while entering and leaving an area of interest.

I hope you’ve understood what Geofencing is, now let’s move ahead and get to know about its use and applications.

Uses and Applications of Geofencing

Geofencing is being used in several areas nowadays. It’s a popular and powerful technique for brick-and-mortar businesses to drive consumers to their physical stores. There are so many other uses and applications of it for plenty of businesses. Some of the uses and applications of Geofencing are in the following fields;

1. Market Research: It helps in market research like knowing where customers are spending their time the most, and where they’re going, and what types of people we can target based on demographic & psychographic data.
2. Security: In security geofencing location and distance work together to define a fence around a specific point. It’s used in sound systems, smart home security systems, alarm systems and GPS tracking of kids.
3. Tracking Animals: It is also very useful in tracking animals, and most of the time it is used for dangerous animals to keep an eye on them and keep away from populated areas. For example, it is used in Tiger Reserves to track tigers by setting a tracker in their collar.
4. Law Enforcement: After issuing a warrant law enforcement can compel the Technology Company to disclose the anonymized location records for any devices to track suspects and criminals in certain areas during a specific time period.
5. Drone Management: Drones are being used for film shooting and making videos the most. Geofencing helps drones in pinpointing on maps and ensuring it doesn’t leave the said geofenced area.
6. Social Networking: Social media applications use geofenced to filter the audience based on locations. Once you set up the filter you’ll see the posts only from your areas of interest.
7. Marketing: It is being used as a popular marketing tool nowadays to target users from a specific area of interest. Applications are websites are using it to send alert notifications to the user who’ve entered a geofenced location setup by brick-and-mortar brands.
8. Audience Engagement: It is being used for increasing engagement for organized events like concerts, official festivals, and fairs by sharing a social media post for crowdsourcing using geofence to deliver the information about the venue in a particular area of interest. Thus, the information would be distributed only to that specific area of interest.
9. Telematics: Telematics departments also use geofencing technology to alert their employees if they cross the geofenced virtual zones around sites, work areas and secure areas drawn by companies.
10. Human Resources: Human resource departments in companies are also using geofence technology for monitoring employees and automating clocking their entry and exit timing.

We’ve seen how dynamically geofencing can be used for businesses in different areas. How do you want to use geofencing for your business?

We’ve also discussed that geofencing is being used in marketing also. So, first, let’s discuss what is geofencing marketing?

What is Geofencing Marketing?

Targeting potential consumers based on their geographical location is called Geofencing Marketing.

It is mostly used for physical locations. Businesses that’ve brick-and-mortar stores like restaurants, retail stores, service providers, cafes, and booksellers invest in geofencing marketing.

Geofencing marketing was already there its popularity has increased so much along with the rise of smartphone users. There are three ways of tracking a consumer’s location in it; GPS, Bluetooth, and Beacons.

Likewise, we can also target consumers in three ways; geotargeting, geofencing, and beaconing.

To begin with, Geotargeting is used for delivering targeted ads based on the given location. In addition, beaconing is used for delivering targeted information or messages to nearby mobile devices. Furthermore, geofencing draws a virtual perimeter and delivers targeted messages within this virtual perimeter.

I hope, you’ve now understood the different targeting techniques with the help of locations. Geofencing can be used on any device from mobile to desktop and laptops. Let’s move ahead to know how geofencing marketing work?

How does Geofencing Marketing work?

The Geofencing API use built-in device sensors. With the help of these sensors, applications can accurately detect the location of the device with efficient battery consumption.

It is based on the location feature data of smartphone of users. While running promotional ads if we want to use Geofencing then we need to run ads based on the potential target consumer’s location. Ads can be shown either based on the specific location or can be based on the specific location radius. In a specific location, it’ll cover all the people in that particular location, but in a specific radius location, the coverage area would be a circle of the given radius.

Eg. when we run FB ads for DigiAvtar we select Gurugram first, then it asks us if we want to target circularly then we select a radius like 5km, or 25km then it targets all the users in a circular pinpointing the specific location as a centre. We can also select Gurugram only and move ahead without targeting a circular area.

Do you know Facebook, Instagram, and Google Adwords support Geofencing at no additional charges?

Location data is so much important to work with Geofencing marketing techniques and this data can be collected from a number of sources such as Bluetooth, GPS and Radio Frequency Identification (RFID).

After getting the data the users can be targeted through

1. Alert Messages
2. Push Notifications
3. Targeted Advertising on Social Media
4. Websites
5. Mobile Applications of stores
6. Targeted Advertising on Search Engines

You can see how we can target users through different types of mediums. Hence, Geofencing marketing is very effective for brands with a physical store. The GeoFence can be of any width and length from a home to a mile or a building to a pin code or any circular area. This way optimising the areas of interest, it’s so much value in reducing ad spend, and boosting your ROI.

How GeoFencing Helps Local Business?

Geofencing Marketing Strategy can give an uplift to the local businesses marketing campaigns as well as personalized marketing campaigns as we’ve already discussed Geofencing is all about targeting consumers and sending them alerts when they’re near a particular local store.

The consumers hear chimes on their mobile phones about the particular store when they’re nearby it, there are better chances that consumers will pay a visit to your brick-and-mortar store. So, it helps in increasing store visits.

We’ve seen how Geofencing helps local business marketing campaigns by increasing store visits.

In the same way, it helps personalized marketing campaigns by providing consumers with an alert or notifications when they’re near the store. An alert can make them feel valuable and grateful to the business.

Many studies and researches have been conducted on GeoFencing Marketing, and they tell incredible things about it;

1. 75 % means 3 out of 4 users make a purchase from a nearby store after hearing alerts
2. 92% of smartphones are compatible with it out of 7.1 billion smartphones. We know Geofencing is based on location data, and the mobile phone is the device we keep ourselves every single moment. You can see how bigger a target audience you’ve.
3. Each user spends at least 5 hours a day on their mobile device and it’s bigger than any other device.
4. Geofencing Mobile Advertising has a Double Click-through Rate.
5. 71% of consumers prefer Personalized Advertising

You have seen how people are believing that this strategy is improving the shopping experience. It’s consisting the values of both local business marketing and personalized marketing.

Now, let’s discuss the benefits of GeoFencing Marketing

Benefits of Geofencing Marketing

I’m sure you’ve gotten an idea of how valuable this marketing strategy is from the discussion we’ve done so far. Now, let’s discuss its benefits of it;

1. Better and Specific Targeting
2. Personalized User Experience
3. Limiting Wasted Ad Spend
4. Can be Combined with another Strategy Well
5. Increased Efficiency with Less Cost
6. Expanded reach being Mobile Centric
7. Track Behaviour and Demographics
8. Easy and Better Tracking of Employees
9. Generates More Revenue with less expenditure

If you also want to get these benefits from this strategy then go and start implementing it from now on. I’m sure you’ll wonder if you do it properly.

You must be thinking about the brands who’re currently using it and getting benefits from it. Well, there are not one or two brands, but many who are using this tactic to grow their business and provide a better user experience.

Examples of Geofencing Marketing

Geofencing marketing is used everywhere where we need location data to trigger something. We can see how big brands have incorporated it into their system for giving a customised and personalized experience to their users.

1. Uber
2. Ola
3. BMW’s Electrical Vehicles
4. Google Maps
5. Apple Maps
6. Facebook
7. Instagram
8. Google

Are you thinking if they can do it for their business, then why can’t you do it for your business?

Of course, you can do it!

Move ahead and make the best out of it!

Wrapping Up

We’ve included everything about Geofencing Marketing in this blog. Now you know what it is, how it works, examples, benefits and so much more. It is an effective and cost-effective way of attracting target potential customers to the physical location. With the help of its filter feature, we can filter out customers and decrease our ad spend while increasing the efficiency of the advertising.

Marketers are using geofencing marketing through different mediums like sending in-app notifications in brand mobile applications, sending text messages after entering geofenced areas, social media ads, web ads etc.

Some tips we need to remember while implementing it are; limiting the scope, keeping a clear call to action, targeting the right audience and area, and coupling it with another marketing strategy.

As everyone knows no business can be dependent on just one marketing strategy. That’s why we also need to couple this marketing tactic with other marketing strategies. We can mix other marketing strategies with it like local business marketing, personalized marketing, Facebook Marketing, Content Marketing, Remarketing, Search Engine Advertising or Paid Promotions.

Thinking to make Geofencing part of your marketing Strategies? Have questions?

Drop us a comment below!

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