Audience Definition: Why It Will Revolutionize Your Marketing

Having a killer marketing strategy is an absolutely must in the business world, and along with a marketing strategy comes a need to fully grasp the concept of audience definition. While much of the terminology associated with certain industries can be difficult to understand, audience definition is actually what it says it is, period. The goal for any company is quickly, and efficiently, get their prospective customer’s attention. In order for this to happen, you need to know what makes a customer act a certain way.

The right marketing strategy uses the core concept of audience definition to make sure any, and all, prospective customer known your company’s name, product, and worth to the market. Trying to operate without audience definition is like closing your eyes and throwing darts at a wall hoping you’ll hit a bull’s eye at least 50% of the time. Some would chalk that up to crazy, but others would be define that as poor business practices. Truth be told, one of these might be intriguing while the other could spell the end of your business.

At some point in time, a company must decide whether it wants to be static or dynamic. While there’s nothing necessarily wrong with being perfectly content with what works and not wanting to change a thing, you are making a conscious decision to remain in place and have your particular industry pass you by. Audience definition is one of the steps companies take toward being fluid and dynamic, able to handle bumps, bruises, and all of the changes that come along in the business world.

Do you really want to give your company’s marketing strategy a serious upgrade? Here’s a bit more regarding audience definition:

Limitless Resources Don’t Exist — Time and money are two things we often wish we had more of, but it’s also two things we manage in terrible ways. Companies that start from the bottom with a family recipe and a dream, for example, can sometimes feel as though they’re small and don’t have anything to lost but plenty to gain. Wrong. No company can afford to lose time and money. Financial stability affects everything from knowing where you’ll order lunch to who’ll be the first to be fired to save some scratch. Time can usually be spent doing something productive, but for the most part, we tend to think it’s a given that the sun will just keep on doing it’s thing, something we know just isn’t the case. Audience definition usually shows its worth by giving you bang for the buck.

Focused Development of A Company’s Marketing — Early on, knowing how best to market your product or service was as simple as word of mouth. Now, as you prepare for the big-time, you have to connect with people over a number of platforms. You have to connect with them in a unique way, but you also need to really “wow” them by getting them to fully grasp why you’re changing their life. It’s here that hiring an agency that specializes in marketing can be pivotal in helping your company stay on the straight and narrow by helping tidy up your marketing strategy, as well as get the audience definition chain moving.

Your Customer & Your Buddy? — Experiencing success can be a bit of a mixed bag when it comes to how you’re perceived by your customer. If he or she loses faith in your company, very few things can mend the situation. Well-done audience definition makes it so that certain information finds its way into your hands as often as possible. Choosing to ignore it means you’re passing up on a chance get into a prospective customer’s head, perhaps the most valuable place on the planet leading

Audience definition takes hard work to do well and do right. It isn’t for the faint of heart who find it difficult to invest in something they aren’t quite sure will fully work. That said, hiring the right agency to handle your company’s audience definition will be pretty important in making sure you can keep doing what you do best while an agency does what it does best — get results.

Importance of Video in Marketing

We all know Google to be the world’s largest search engine and the backbone of many businesses, especially eCommerce. But do you know which is the world’s second largest search engine? It’s Youtube! Founded in 2005 and bought by Google the very next year at a grand amount of 1.65 billion USD, today it is one of the most used platforms universally with people clocking in more than a billion hours each day. Which automatically proves the importance of videos in marketing and branding strategies – be it for the consumers or the creators!

Today, videos are not just an important part of the marketing mix, it’s the crux of marketing strategies in most cases. Here are the top 8 reasons to dive headfirst into video marketing if you haven’t already:

Videos help to explain, and explaining helps consumers:

Ask yourself, what’s easier and more interesting to have a look at – some generic text or a video? Marketers can write paragraphs and yet, a simple video is what helps consumers understand the products better, in turn increasing the purchase intent of the consumer manifolds.

Videos grab eyeballs:

We couldn’t agree more to the saying “well begun is half done!”. With digital ads being bombarded on our social media feeds and mobile screens, greatest battle marketers face today is getting people to look at their ads. Mundane and boring won’t stand out, it’s the videos which grab attention. Our eyes are programmed to be attracted to movements, and hence when videos play, our brains are automatically drawn towards it.

Brand Identification and Recall at play!

You know how it is these days – multiple brands coming up with assorted storylines for their products, populating your digital space every second of the day. How can you manage to stand out amidst such tough competition? Brand recall is the holy grail and videos are the draught you have to feed your customers. In simpler terms, make a video which would give an instantaneous recall to your brand/product. Trust us, it’s worth the investment.

Engagement drives digital media and videos power it up!

Yes, first and foremost, the target group’s interest needs to be piqued and no better way to do that than a video made to create the buzz. Bringing simple science into action here, people love sharing content over digital channels and the human brain finds it easier to process and interpret videos. Putting two and two together, videos are more likely to drive engagement on social media, not just likes and comments, but actual shares and reach!

One for all; all for one!

One basic property of videos which makes it the king of all content out there is its ability to sync in all the other forms of content – text, melody, links etc. into one. This is the sole medium to have such an all-inclusive ability, thereby making it the soul of any marketing strategy! Also, it has no restrictions in place like the number of characters, playing time etc.

Amplifies and enriches the brand experience:

It’s all linked to the journey of. Previously it used to be hand painted canvasses depicting the message a brand delivered. From there we moved to print media, and then gradually digital, where again the steep changes are pretty well marked. We started out with just posts and then moved on to images and now it’s the time for videos – the changes all designed to amplify and enrich the brand experience. So, if you have a video giving out your brand message or narrating your brand story, chances are consumers would appreciate it more than just posts or images.

All channels find videos sexy!

Popular channels like Facebook and Google keep changing their algorithm every now and then, resulting in huge traffic downfall to business sites, when one is left with no other option than to shell out a hefty amount on paid ads. Keeping this information in mind, we find that videos are the positive reinforcements in such trying times for businesses, provided the channels too are diverse and not just limited to the topmost popular ones. So, belt up and get some videos out there on LinkedIn and Instagram too, people!

Video drives organic traffic:

Say Hi! to increased ROI with the use of videos in your marketing strategy. It’s not rocket science when it comes to analyzing the correlation between videos and organic traffic, because statistics stare right at you on the face. We have more videos uploaded on social channels in a week, than were ever created in the age of cable TV, implying that videos are the key to unlocking the digital potential of your brand and are omnipresent – in your pockets, on your desk, at your home, on your commute – everywhere!


Just like pizza is the most popular go-to food when one is hungry, similar it is for videos – it’s your go-to market approach in today’s digital world. If you’re looking at a results-driven brand building strategy, you need to change the rules of the game banking on today’s reality of videos being the king of content out there on every channel accessed by existing or potential customers.


Customer Segmentation for Better Marketing Results

It’s almost impossible to sell to someone if you don’t know what they truly desire. That’s a simple fact in business, especially for restaurant and retail store owners.

Getting to know your customers used to be a matter of talking to them. In the digital age, the variety of ways a customer can first become aware of your business – and the variety of data you can collect on them – has made the process more complex, but also more reliable.

At the center of all this is customer segmentation. It involves separating customers into groups that have similar characteristics. That makes it possible to plan marketing efforts, such as email campaigns, that are more targeted to the needs of specific consumer groups.

What is Customer Segmentation?

Like anything else, you can group large groups of people along with many different lines. The same applies to restaurant and retail chain consumers.

Overall, the idea is to tailor marketing messages to specific demographic groups, rather than take a “one size fits all” approach. To put it another way, a 40-something suburban mother needs to be approached differently than a 20-something professional.

But that’s just an easy example. Segmentation can be broken out in many ways. They include:

  • Age
  • Location
  • How they first initiated contact with your business (i.e., visiting your site, signing up for an email, social media, etc.)
  • Behavior, such as the last items purchased
  • Returning customers vs. new customers
  • Frequency and time of visits (for example, a person who visits your restaurant for business lunches as opposed to dinners)
  • Technology used (smartphones, tablets, laptops, and so on)

Essentially, with the power of data collection and data analytics, you can segment customers any way you want. The key factor is setting a strategy and collecting the right kind of data that helps you identify the consumer behavior that proves most significant to increasing your business.

This is key because a nurtured lead – one that you approach with the right marketing message for their demographic – is far more likely to make big purchases at your restaurant or retail chain than an unnurtured lead.

Effective Segmentation Tools

Once you know the kind of data you need to properly segment your customers, the question becomes one of finding the right tools to gather that data.

The goal is to build customer profiles around whatever characteristics you decide to collect data on. This can include demographics, geography, buying patterns, and creditworthiness.

One method involves Wi-Fi data point collection, which allows brick-and-mortar restaurants and retailers the opportunity to collect data on customers the moment they enter your establishment. An algorithm such as the one provided by Bloom Intelligence can collect data on customers through Wi-Fi sensors, social media, the point of sale system and other behavior both online and offline.

This information, in turn, can drive deeper insights for customer segmentation through predictive analytics and attribution models driven by machine learning and artificial intelligence. The system understands how to segment customers along the perimeters you have set, as well as look for other trends that can create specific customer profiles.

Data analytics on a website can also provide a wealth of information. This can range from free services such as Google Analytics to higher end systems that delve even deeper into analytics. Such systems can provide insight into issues such as:

  • Which pages customers clicked through before making a purchase
  • Which pages have proven the most popular
  • Which pages have led to people leaving your site
  • Buying patterns that align with certain ways people entered your site
  • Whether you are attracting web traffic through search engine results
  • Whether advertisement you’ve placed is attracting the customers you expected it to attract

There’s truly no limit to the insight these tools can give you if you know what you are looking for. All of this can lead to marketing campaigns that have extremely high success rates.

Examples of Segmentation Success

The business world is full of examples of how basing marketing efforts on customer segmentation has proven effective.

Perhaps the most known example is how online retailer Amazon and the streaming service Netflix use past purchases and viewing habits to predict other products a customer might want. Amazon has now gone beyond this, shipping predicted next purchases to warehouses and distribution centers near you based on their predictions of your next purchase.

Retail giant Walmart now collects more than 2.5 petabytes of data every hour from 1 million customers both online and through a point of sale systems in traditional stores. One way they use this information is to segment customers in certain geographic locations, then ensure that the right amount of inventory is available ahead of time. That avoids the ‘sorry, we are out of that item” moment that can significantly hurt retail sales.

Media giant Time Warner collects data through TV boxes and online behavior to better target advertising, predicting what customers will want to watch.

Banks also use customer information to determine the best and worst credit risks, as well as predicting what financial services people in certain segmentations will need.

In the end, customer segmentation comes down to simply knowing your customers better. With the tools and techniques now available through digital marketing services, it’s never been easier to accomplish.

Don’t Be a Dunce! Avoid Typical Marketing Mistakes as a Start-Up

Have you recently opened up a new start-up?

Well, in that case, you must already have a taste of the level of blood, sweat & tears that is required for a new business to succeed.

However, often in the throes of excitement and incorrect business planning, start-ups tend to make few rigorous marketing mistakes, which results in their brand becoming history, even before it made a place for itself in the global market.

Now, there’s no need to get anxious!

Marketing strategist over the years has found out few recurring mistakes by start-ups that put a stop to successful business endeavors.

Hence, to prevent your company form making the same errors, give this article a read and act in accordance.

Typical marketing mistakes to avoid (Start-ups)

Marketing Mistake

1. Sticking to traditional marketing!

Newspapers ads and posts are not only costly but today aren’t half as effective as promoting your brand in the digital arena is.

Today, from big brands to small ones, all use the help of the World Wide Web to gain recognition & build a reputation. The intent and social media are like an addictive game of poker. People play to win, and hence, with the correct self-promotion, one can instantly gain fame overnight.

One standard way of self-promotion used by brands is content marketing. More than 75 % of global brands take the aid of a content marketing agency to post relevant articles on the WWW. These companies use targeted keywords and create compelling content strategies which help a website rank in SERP.

The higher a website ranks, the more the digital audience is acclaimed to click on it. Thus this helps in building traffic and turning the potential audience into customers.

2. Not utilizing social media.

If a company in today’s competitive domain uses just a content marketing agency and focuses on posting relevant articles online, that won’t gain it the required traffic.

The real deal is social media! Nearly 37% of the world’s population and approximately 2.8 billion humans use social media. Hence, these days, more and more brands are using effective content marketing strategies to win over the social audience.

Instagram, Facebook, Twitter and more; brands are using social media post writings & other promotional means to catch the attention of the social audience.

Additionally, from hosting quick giveaways, to influencer marketing, and posting human stories about brands, businesses experiment a lot using professional content writers.

3.  Not focusing on SEO & quality

Often start-ups aren’t clear about the concept of SEO. Therefore, sometimes they just hire any random content marketing agency or freelancer and post mundane contents with stuffed keywords.

This doesn’t sit wet with Google; merely, stuffing keywords in content won’t get it to rank on Google’s SERP.

To make the content attractive and SEO optimised, it should have the following –

  • Proper keyword placement which is all through its body.
  • Keyword in title, Meta title and maintaining correct keyword density.
  • No grammatical errors with excellent quality
  • Proper snippets inside content, which are informative.

4. Using an improper call to action tones

Call to action is a vital aspect of marketing, and using the correct tone is crucial. A brand hence, must not hire a content marketing agency which uses an improper call to action.

The ideal call to action tone, should be coercive, and point towards how the particular company can help out audiences. Additionally, CTA tones must not be too boastful and commanding, as that drives away customers.

5. Non-informative product descriptions

If you’ve recently launched an E-commerce website, then it’s vital you post informative product descriptions which are engaging and entertaining. This will help your customers understand if the product or service will suit their needs or not.

Plus, if you manage to make the product seem enticing through your product content writing, then customers will be more inclined to buy it from your store.

Tip: Use shorter sentences, and simple words, but make the product descriptions useful and engaging.

Well, there you go, avoid these few mistakes and do the needful promotion of your brand on social media and voila! Your start-up will soon sail into smooth waters.

Top Six Tips in Digital Marketing to Enhance Your Business

It is not easy to promote your business as there is high competition in the business world. We do agree that you can promote your business through ads, radio news, and newspapers yet, how far it is successful? These types of marketing would suit small-scale business not large scale businesses. If you are going to walk that extra mile. If you want to reach a higher audience. And, if you want to go digital you need the light of SEO, PPC marketing, social media marketing, and all the others. Actually, why do you need digital marketing? This kind of marketing is accessible and financially efficient. You can’t do it on your own just because you have a WordPress site. Through digital marketing, you would be able to gain a myriad of opportunities. There are many digital marketing agencies yet you should select the best marketing agency if you need the best services. Nevertheless, here are six tips to enhance your business.

  • CTA is a must

Marketing cannot be completed without CTA i.e. call-to-action.  What is this so-called CTA? It is the key button that turns visitors into customers. The clear instructions will have the power to turn more visitors into customers. Any kind of marketing forms needs CTA as it is one of the must-have features for successful digital marketing. There is another added benefit in CTA i.e. recognition for your brand.

  • Swift attraction

The smartphone is one of the essentials that people never leave behind. You can easily connect with people if you can grab their attention through advertisements. You only have a few minutes to grasp the attention, it should be a swift attraction. The digital marketing technique must be interesting and simpler so that the readers (customers) don’t get carried away.

  • Focus more on landing pages

If the landing pages are not relevant the customers will definitely move away from your business. They will not feel the attachment. Also, you should not cheat your customer if you promised them that you will provide them with something, you should give it to them. Do not think of click baits if you want to promote your business.  You must utilize the visitor’s time in an effective way.

  • Quality images say a lot

You already know that quality images say a lot. Yet in digital marketing, nothing can be replaced to quality content. Anyway, if a content is to be named as quality it should have the elements such as images to grab attention.

  • Social media is the trend

Don’t ever assume that social media is only for special offers and promotions. It is more than that. Through social media account, you can hold onto your customers. You can utilize the social media accounts in some other ways as well. It is important to react to comments- be it negative or positive. By reacting to comments you would be able to enhance your business even better.

  • Technology develops

Each and every second some new innovations are introduced. The technology keeps moving forward, so you should not rely on the same old version. You should be ready to try new things and updates. You should accept the new technology as your customers would have done it already.

The bottom line

Digital marketing is changing often, it doesn’t limit to a certain level. You will find different forms of promotions. You cannot utilize them if you have not mastered them. The best solution that you can consider is to hire a digital marketing agency with a reputation. It is important for an agency to be transparent. The transparency feature will increase the reliability and recognition of the agency.

How Is Industrial Marketing Different Than Consumer Marketing?

Industrial marketing requires a separate approach than consumer marketing, as there is a huge difference which needs to be understood by the marketers. Some of the key differences are:

Target Market

Consumer marketing targets to the large quantum of the audience which are bifurcated by the demographic profile of target customers such as age, gender, occupation, location etc.

The industrial marketing has to be very specific where there are user segments and sub-segments need to be covered; The further bifurcation can be there by the delivery location and size of user business.

Market coverage

Consumer Marketing coverage shall be broad and hence the media used in this segments are broadcast media such as TVCs, digital advertisement etc.

Industrial Marketing coverage here is narrow and hence the broadcast cannot be used as a tool. The ideal way here is to make Point to Point marketing, where Direct Marketing is one of the options.

Purchase Decision Maker

In Consumer Marketing the decision makers here are the individuals where the emotional and personal aspects matter a lot. The psychology of the individual and its demographic characteristic need to be addressed.

In Industrial Marketing the purchase decision is taken by a team where different stakeholders such as user team, purchase team, management are involved to make the decision. There is no role of emotional values, although the brand creates a differentiation.

Buying Decision

In Consumer Marketing the buying decisions depend on the individuals’ perception and the value perceived to their need.

In Industrial Marketing the decision is made with a systematic comparison of the available options and comparison is made with respect to the need for the goods/services.

Role of influencers

There is the role of influencer works well, where the decision can be influenced by the peer-individual who can be friend or family. The word of mouth plays a role and hence Social Media Marketing works well here.

There is no role of influencer; however, there are experts whose value matters. The references work well in the industrial marketing.

Repeat Order

The purchase can be one time or occasional or routine, depending on the nature of the product, however, the loyalty of the customer differs.

The B2B marketing needs repeat order when it comes to raw material. The after sales service is required in case of capital goods. The repeat purchase is completely different from the consumer marketing.


The B2B industrial marketing is different from the consumer marketing and hence for the same, there are different marketing medium and strategy used.

The key derivatives for B2B industrial marketing are:

Point to point marketing works well;
The purchaser would like to go into the depth of product specification and hence the content-based marketing is required (where ideal mode can be mailers or telephonic conversation);
The user segments / sub-segments and the concerned person need to be identified first to have a point to point marketing;
All the decision makers need to be contacted and made aware of products, its specifications, and USPs;
The disastrous fact is that the consumer marketing companies apply the similar marketing strategy for B2B advertisements and hence fail to achieve the expected outcome. There has to be a different approach and a model can be created which has proved track record.

Industrial marketing: Industrial Marketing is a Business to Business Marketing. It is a marketing channel focused on the selling of Products & Services to the other organizations.

Why Industrial marketing?

In this competitive scenario, achieving optimum results for industrial business is very important. It requires identifying the target market and effectively communicating your business products and services.

There are very few media options and marketing agencies available in India which is specialized for B2B Industrial marketing. One such organization is Kaizen’s SMPO division, which has 7 Years of experience in Industrial Sales & Marketing for their clients across the globe, headquartered at Ahmedabad-Gujarat.

How Can Industrial marketing be easy, time efficient and cost-effective:

Here are the solutions for the above queries – “Industrial Marketing Simplified”


There is a model developed which works on “Point to Point Marketing” which is the best effective tool for all other options. With this tool, there are new segments covered and the hidden opportunities can also be addressed.

The best part of this model is “Two Way Communication”, which none of the other media work. This model is useful for the in-house sales team as their extended hand to increase sales productivity and wider market coverage.

It’s proving a “Sales Support System” where a business can outsource their sales and marketing activities in terms of entering into new geography, penetration, diversification or segment expansion;

It’s focused on the “Business to Business” sales which can largely cover Sales Support Services. The services are applicable to all the industry or segments into different business size from a start-up to multinational organizations.

It help clients into implementation for their Geographical expansion, New market entry, Product launch, Industrial Marketing and Advertisement, Setting-up distribution channel, Identifying export opportunities and various other Business activities.


The clients have derived advantages as below:

  • Reach to 100% potential target market;
  • The highest level of effectiveness than any other media (i.e. expo, magazine, print media);
  • Two-way communication approach (Selling client products vis-a-vis collecting market data);
  • Professional approach;
  • Backed by a strong research team;
  • Time Saving of Core sales team by providing Hot Leads
  • Flexible work culture;
  • Innovative strategies and approach;
  • Collective efforts towards the achievement of the objective;
  • Highest return on investment on SMPO activity expenditure;
  • The technical and managerial expertise of the team;
  • Highest confidentiality of information and strong ethics;
  • Creating a sales support system which can equip the client sales team to approach the customer in the effective and efficient way;
  • A unique model with proven success;

Happy to help clients to move in parity with the market with our strong backbone of market research and industry expertise.

We welcome you to explore the services to make your business grow.

Why Should Restaurant Owners Use Social Wall?

Restaurant industry always fascinates almost everyone and this is not without reasons. There are some good industry-specific insights for that. On an average, people eat out seven times a month! They definitely deserve a place not only with delicious food but a lovely decoration and a satisfying hospitality as well.

As a restaurant owner, you must understand that the hospitality of the customer is everything in this business. The most crucial aspect out of any other is that the customer should be satisfied not only with the service and food but also with the decorum and environment of the place where he has willingly come to spend not only money but a pleasant evening as well. The customer should not feel disinterested and bored. If only there was something that could constantly keep your customers engaged and give you an insight into what they really think of the restaurant. Good news for you, there is! It’s called a social media wall.

What is a Social Wall?

Ever noticed a huge screen which continuously displays live tweets, Instagram posts and other social networking platform’s feed’s in events or weddings? That’s what a social wall is! It’s basically a digital screen which displays live feeds and posts from various social media platforms on any digital screen. A Social wall is often known to be called a Twitter Wall, a live Instagram Wall and a live hashtag wall etc.

How does a Social Wall work?

Live feeds are fetched by a Social Media Aggregator tool when a particular hashtag or handle is used from a social media platform and then displayed on a digital screen or signage. Consider it like a “generator” which keeps on setting up latest content and feeds continuously.

How is a social wall beneficial for restaurants?

For any industry, advertisement is the greatest factor which is responsible for the continuous engagement of customers with your product. But in this generation, made-up advertisements are considered self-praising and hence, become irritating and annoying. In case of restaurants and bars, what people trust these days are reviews by other fellow customers who have actually experienced the services of the restaurant. Social walls are therefore used by organizations and brands to exhibit these posts and feeds, which endeavor natural and honest reviews of the customers. These reviews are much more effective than a made-up advertisement because these are directly from the horse`s mouth and can attract more customers every day. This not only attracts customers but makes the restaurant and its staff understand what people actually feel about the place. This way, the restaurant can identify the flaws in their service or food, and make the required improvements fulfilling to the customer’s desires.

Another reason for using a social wall in a restaurant is that it creates an elegant decorum and keeps on attracting the attention of the diners. Also, people love being recognized and what could be a better way to do that than to have their own picture as a post on a big screen for everyone to see. This makes a customer more involved to visit the restaurant. A social wall creates conversation among the people. Imagine the number of conversations that can be created about your restaurant or bar simply by a post on the screen.

The technique of Social Media Aggregation is being used by brands for huge events, weddings, hotels, and Malls etc. It has been beneficial in not only developing clients but increasing the revenue of their company as well. This technique is definitely going to be widely used by small industries in order to leverage, gear and grow their business in the future.


Facts That Prove the Importance of Mobile Marketing for your Business

Mobile marketing is quite new compared to other marketing forms. With more and more people using their phones as their primary source of web and media access, it’s also one of the most valuable. Unlike other forms of marketing, mobile users are constantly connected to their network, making them a 24/7 marketable audience. Those businesses who adopt the mobile-first approach to mobile marketing get the benefits of location and time-based information. Mobile provides a multitude of new trends, techniques, and approaches that other forms of marketing have never yet seen before in the world of advertising and marketing.

Mobile marketing started with SMS in the year 2000. From there, mobile marketing has grown into a multi-billion dollar industry. In 2017, mobile commerce was responsible for 34% of all eCommerce transactions around the world. These rates are only growing, too. A study done by found that time spent on mobile devices is increasing. They also discovered a multitude of other helpful mobile marketing facts. For example, while having a mobile-optimized website generates 8.9 million monthly unique visitors (almost three times that of apps), apps still provide a much better user experience.

85% of users will choose an app over a mobile website because they’re more comfortable with apps. People are also browsing 286% more products on apps than on mobile websites. This is causing people to spend about 18 times more time using apps than using mobile websites, this time accounts for 60% of all time spent using digital devices.

Media marketing companies are following mobile marketing trends and taking on the mobile first approach. 51% of digital advertising budgets are spent on mobile campaigns. In fact, Google and Facebook are the recipients of the bulk of this with Facebook making 79% of its revenue from mobile ads and 59.5% of Google’s revenue from ads. These rates are expected to increase and account for $91.5 billion industry by 2018.

What is a mobile-first approach? A mobile first approach is simply prioritizing mobile marketing over other forms of advertising. Facebook, Twitter, and Google all adopt this same approach and have reaped between 50% and 806revenue from this valuable approach. Many marketing professionals and experts feel that this approach is the best way to reach target demographics and increase click-throughs and conversions. However, according to the statistics gathered by website builder, this is true only if the mobile-first approach is a multifaceted one. I’m sure you’ve heard the saying, “don’t put all your eggs in one basket”. Consider each media platform to be a basket. You should have multiple baskets always. Email and social media are the most widely used, but apps with push modifications is another valuable method for increasing customer engagement and eventual orders.

Email marketing should also be tailored to mobile users. Mobile email access is now accessed more often than desktop email, and an email tailored to mobile access results in greater amounts of opens. 69% of shoppers are able to be influenced by such emails and will be led to purchase something from the sending company. This makes for an extremely valuable market that shouldn’t be overlooked.

Search and loyalty programs also benefit from mobile tailoring. 60% of all internet searches are done with a mobile device, especially when it comes to searching for local businesses. Of these searches, 70% result in a follow-up action within an hour after finding the desired search result. Because of the value that mobile provides to loyalty programs, 63% of mobile marketers are making customer experience and loyalty their top priority, putting the traditional paper coupon into the obsolete territory.

Mobile marketing is a clear choice for any business or marketer who takes their brand visibility seriously. It’s an extremely valuable choice for getting the most out of your advertising dollar. More people than ever before are waiting to be directly accessed by the brands that are relevant and local to them. Putting focus into your mobile advertising preferences gets more traffic to your business and increases the chances of getting higher volume orders. It’s certainly worth the investment.

5 Tips You Need to Improve Customer Retention

The main focus for any business, especially when it’s attempting to grow, is often to win over new customers; however, there is success also to be found in a strong customer retention strategy and creating loyal customers.

What is customer retention? This is a measure of how well a company is keeping its customers over time and gaining repeat business. Building a loyal customer base should be the foundation for most businesses, with 25% – 40% of the total revenue of most stable businesses coming from repeat customers, and the good news is that getting customers to make a repeat purchase is easier than winning over new buyers as they already know who you are and should be able to trust you.

To help you get started, we have compiled 5 killer tips which should up your customer retention rate in no time.

The Power of Brand Storytelling

The internet has provided an amazing platform for businesses to reach a large customer base, but it also brings a lot of tough competition. It’s for this reason that winning over potential customers and creating a loyal consumer base takes more than just a website and a logo. Today it is important to have a story behind your brand that tells the customer who you are, why you got started, what you stand for and what your mission is. Storytelling has become an important part of marketing and allows the customer to relate to your business and understand what you are about. Customers don’t purchase from you so you can make money, so you need to give them a reason to purchase and purchase again and again. One example of this is could be that your business set up to offer entirely vegan snacks, with everything from the snacks to the packaging being vegan-friendly; this kind of story might not only win over a consumer, but get them coming back to you and recommending you to others.

Be Customer Obsessed

It is by no accident that research by the Institute for Customer Service puts Amazon at the top of the UK’s best customer service list. The CEO of Amazon, Jeff Bezos, is famous for saying “We’re not competitor obsessed, we’re customer obsessed.” The internet not only provides a great platform for businesses, but it also provides a great platform for angry consumers to vent their frustrations and make those frustrations known to a large audience. Keeping your customers happy is a prerequisite for any business and in doing so, you can help avoid your business being publicly named and shamed. A good place to begin when making your business customer focused is mapping the customer journey. By looking at the customer experience you can see what needs to be improved and what’s working. Making sure that every team in your business is also customer focused is important, ensuring that no part of the business lets the consumer down. One way Amazon does this is by ensuring that all its managers spend at least two days working in the customer call centre.

Be Social

Social media, with Facebook, Instagram and Twitter being the most prominent, may or may not seem relevant to your business, but they are a great way to build a potential customer base and create brand loyalty. People who are interested in your brand, and your story, are likely to follow you on social media; this allows you to better understand your customer as most platforms allow you to look at follower insights, giving you a better understanding of the age range, like/dislikes and gender of your customer demographic. Social media also allows your business to keep your customers and followers up-to-date with new offers, new products and innovations and your brand story. It is also a great place for your customers to get in contact with your business, allowing you to solve issues quickly and gain feedback on what is and isn’t working.

The Loyalty Program

Creating a rewards or point-based system with your business is a great way to encourage customers to spend more and keep coming back. When creating a loyalty program, it is important to make sure it is offering value to the customer and doesn’t have goals that are unrealistic and uninspiring such as “Spend £2000 on your first purchase and get a 5% discount code”. You can use your loyalty program to not only reward customers for making a purchase, but for creating an account or even tweeting about your business. Doing this not only encourages the customer to buy from your store, but to recommend it to others. Rewards in a loyalty program can also come in a variety of forms such as cashback, discount codes and free shipping, but you can also tie it in with your brand story and offer rewards such as charitable donations and product gifting to those in need. Make sure your customers are aware of your loyalty program by giving it an interesting name and promoting is across your email list, your website and social media platforms.

It’s All in the Packaging

You may have been told repeatedly not to judge a book by its cover, but today more than ever the packaging your product comes in is incredibly important. If your business is entirely based online then packaging is even more important as it will be the only point of contact with your company for most customers. The more creative and interesting your packaging, the more memorable your business will be and the more likely customers will be to share your brand, all helping your business grow and retain customers. There are few things to consider when it comes to your packaging such as your demographic – who is your business selling to and what designs will appeal to them – personalisation – will your packaging be custom-made for each customer – and eco-friendly options – are you targeting environmentally conscious consumers? Your packaging can be a part of your brand story, showcasing what you are about and your purpose.


Focusing your entire business strategy on growing your customer base and winning new customers will mean you miss out on a potentially large chunk of revenue in the form of repeat business. By incorporating these top tips into your business model will not only help you build your brand and an audience of loyal consumers, but, crucially, generate a surge in profits.

It’s the Official Start of Pest Season

While most people consider Memorial Day Weekend to be the unofficial start to summer, in the pest control industry, it’s considered the official start of pest season.

For a pest control company, the summer is a busy time. I get it. It’s busy – who has time for marketing to get more customers?

But the truth of the matter is that you will always lose some customers to attrition and others for no really good reason at all. Many business owners don’t realize how much marketing momentum they lose when they stop marketing, even for a short while. Every pest control company needs a planful year-round effort that continuously reaches out to generate new leads. It’s as simple as that.

No business has an unlimited marketing budget. Yes, it would be nice to drop a 25,000 piece EDDM every month to keep your name front and forward in your area. But that costs big bucks.

Instead, you need to pick your shots and target your lead generation program to a few key market segments that return the most for your money.

  • New Homeowners
  • Homeowners with Children
  • Environmentally Conscious Homeowners
  • Homeowners with Dogs
  • Homeowners with Swimming Pools
  • Homeowner by the size of a lot
  • Women age 21-45

Let’s start at the beginning.  70% of new homeowners will buy a pest control contract in their first year. New Homeowners need to be a focus of your marketing strategy. They will almost all buy a pest control contract in their first year. They might as well buy it from You!

You can obtain a list of New Homeowners through many sources, including the newspapers, local realtors, the country courthouse, or through a New Homeowner list provider. You can select your list by county or zip-code, dwelling type, and home value. You can also opt to receive data on either a weekly or monthly basis. Data is also available for mail or phone.

Weekly New Homeowner data gets you in the door about 21 days after a new homeowner closed on their home.  That’s a good time to reach out to them. Most of the new homeowners don’t know about the pests endemic to their new area and this is a great time to educate them about local pests and impress them with your knowledge on how to handle them.

BTW – New Homeowners are also a great group for your Termite Service. Think lifetime value. I have been with the company that handles my Termite service for over 20 years.

A month before Flea & Tick Season, smart pest control companies will mail to Homeowners with Dogs in their area. Every dog owner wants to protect their pets.  Send an oversized postcard to affluent dog owners featuring a dog being cuddled by children and you are pretty much guaranteed that they will look at your mailer. Offer a box of treats as a gift that you will bring when to come over to inspect & quote the job. In marketing, sometimes you need to give someone a little push to help set the appointment. It will help you close the sale.

If you offer products featuring an environmentally-friendly, organic approach, consider reaching out to known environmentally conscious households. The GreenAware overlay lets you target this very specific group, so you can provide them with a product especially for them. Homeowners with Children are also a strong market for organic pest control products

You can also select prospects by lot size. Summer in Florida. Talk about treating crabgrass or brown patch to a homeowner with 1+ acre lot and you will get their attention. Treating these is a heckuva lot cheaper than re-sodding.

Mosquitoes – These pests are the bane of summer. Homeowners enjoying their pool or patio need protection from these little buggers and are willing to have their lawns sprayed to rid them of mosquitos.  You need to mail to women between 21-45 years old, for whom mosquito-borne viruses,  like West Nile or Zika, are huge concerns.

Final comment. Summers are tough. If a homeowner is not happy with their current service they will switch to someone – anyone – they think will do the job better. If you’re not out there actively marketing, they will go to whoever is.