In the last 12 months, I got engaged, bought my first home, bought a vehicle, and got married. As a human being, I’m pretty exhausted. As a digital marketer, I’ve been fascinated. To watch the ways in which companies have targeted my new husband and me through these big-ticket purchase decisions and life changes has been enlightening to me, especially as a person who helps strategize with clients on how to connect with customers in the moments that matter. I’ve seen some good, some bad, and some downright crazy. Here are some highlights:
In-Market Audiences Are Legit
I searched for “best mortgage rates.” I visited Zillow.com. I downloaded a local relator’s app through the Google Play store. I started getting lots of ads for real estate and mortgage services. It worked like a dream.
Discounts Are Essential…
At one point in the wedding planning process, I called a friend to boast about how I got a sweet deal on monogrammed cocktail napkins. At 30 percent off, they were a steal for just $75! In no other life stage and no other point would I fork over 75 bones for cocktail napkins, but when you’re planning a wedding, you just focus on the stuff you didn’t pay full price for, and you’re pumped. Use discounts in all advertising copy, and consider developing a robust affiliate marketing program to get your business seen prominently on sites like RetailMeNot.com and Coupons.com.
…Especially on Key Shopping Days
Black Friday, Cyber Monday, etc. These are still crucial. Start prepping in July and make sure you are keeping your eye on the competition. I bought my wedding dress online for 50 percent off during a David’s Bridal Black Friday special. I was on the fence about the dress in the beginning, but the deep discount solidified the purchase. Plus, it freed up more money for napkins.
Creative Copy, Please
The 1990s photos of a tiny bride and groom cake topper are done. Same with the overly sappy copy featuring quotes from 1990s power ballads. Keep in mind that not all couples getting married these days involve a bride and a groom, nor are they necessarily in their early 20s. It’s important to check the pulse of the way your target audience is evolving and what kinds of things are important to them. For instance, today’s weddings are all about uniqueness and special touches that are important to the couple. Advertising something outside of the box and trendy resonates with this group.
Informative Content is Huge
After using the mortgage calculators and reading endless informative articles on Bankrate.com, we visited the site again when we were in the market for a vehicle. Bankrate became our go-to. The content was always current, expertly written, and it showed up high in search rankings. It’s the perfect scenario where quality content builds brand affinity and influences SEO.
Wrap It Up
Timelines are incredibly important when it comes to targeting people in life stages or in market audiences. Research is key in determining how long it makes sense to continue targeting people for the same decision. Do people think for a year before purchasing a vehicle? Are people engaged for three years? I’m still getting a lot of marketing info for a wedding that has passed and a vehicle that’s gotten very comfortable in my garage. Make sure you’re setting an appropriate frame of time for any campaigns to make sure you’re not wasting money on an audience that is no longer in market.
Build Brand Advocates
There is still a great deal of power in a recommendation, even a digital one. When deciding on a wedding florist, I was looking for Facebook pages with recent examples of arrangements they had done and plenty of reviews from former brides and other customers. They let their work and satisfied customers speak for themselves. Reputation management is even more important when it comes to big decisions.
Invest in Acquisitions
I shopped around a little bit when finding a mortgage lender. Probably not enough, though — I went with the same bank where I have checking and savings accounts. When it was time to get a homeowners policy, I used the same company I had for auto and life insurance. That company became mine because it’s the one my parents used. It’s much easier to convert a shopper who has experience with your brand, so consider that when you’re figuring out what you’re willing to pay for a new customer.
Hurrdat is a Lincoln, Nebraska, digital marketing agency specializing in social media and content marketing. The company was founded in 2010 and merged with B² Interactive of Omaha, Nebraska, in 2014 bringing even more digital marketing specialties to both firms’ clients. Together they provide a full range of social media, SEO, and website development services to both national brands and local clients. The companies employ more than 80 people in Nebraska and have won multiple awards for their business efforts, company culture, and clients’ campaigns.
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