PivotPath

Top Three Reasons to Use Video Marketing

Video marketing has many great marketing benefits, but what grabs the attention of your audience? We spend the majority of our time on our phones, the internet, or watching television. Gifs and videos are all around us, on TikTok and Instagram stories, capturing our attention and shortening our attention spans. It is hard to escape the virtual world we live in, so might as well let it help your business.

Here are the Top Three Reasons to Use Video Marketing in 2021:

Growing Revenue with Extra Exposure

Companies put a focus on revenue within their company to determine their goals for the business. If they see a decrease in revenue, then they will make changes in their marketing style. Marketing teams have seen a growth in revenue with video marketing due to the access of videos within our society. People spend their time on social media platforms, with videos popping up on their feeds throughout the day, and often share interesting videos with their circles of influence.

In addition, social media algorithms now recognize and acknowledge videos (like Instagram Reels) much more than standard posts, which can increase your brand’s visibility and reach. Unfortunately but fortunately, the more videos you have, the more likely social media channels are going to direct people to your page(s).

Increased Traffic to Your Website

Tailing off of the first reason, the main reason companies put a focus on marketing is to increase traffic to their website and business. Companies can do this in several ways, such as newsletters, blog posts, social media, and more.

However, According to WordStream, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. Organizations need to take a look into what type of marketing tactics they want to use to attract their targeted audience(s). Customers may not read the newsletters or emails, but they could retain most of the information from the video. 

Increasing Traffic

Search Engines for Videos vs. Posts

When companies plan their marketing, they want their company to be the first name that pops up on the search engine rather than their competitor. Videos tend to be the first links to pop up rather than a blog post due to the rankings. The best way to do this is with gifs and video marketing.  You can pair a blog post with a video for a better marketing strategy (like we’ve done).

Search Engine Benfits

Video Marketing is not a new strategy but definitely one that every company needs to try. Need help with your video production but don’t know where to start? Contact us at PivotPath for assistance from start to final product.

Check out some of our video productions over the years:

European Union Delegation to Sierra Leone

CDC Federal Credit Union

 

 

 

3 Strategies for Community Recovery in the New Normal

As the Covid-19 pandemic shook the world and forced businesses and cities into lockdown, local economies took a major hit. Tourism, dining, shopping, and community events came to a rapid halt. Finally, communities are just now beginning to shift into the “new normal”. In an evolving market with countless municipalities opening their communities for residents and visitors alike, what truly makes a community stand out? Community recovery post-pandemic can be tricky. Here are three key strategies to aid in the recovery of both municipalities and consumer communities post-pandemic.

Emphasizing Covid-Safety

While businesses are opening their doors and people are slowly beginning to travel again, continued caution is still recommended. If your town was previously a great spot for tourists, you may reclaim that reputation safely by emphasizing the community’s dedication to public safety. This can be done by continuing to offer outdoor dining options, outdoor or well-ventilated social events, and encouraging folks to practice social distancing and mask-wearing behaviors when appropriate. This will put unvaccinated or high-risk people at ease, increasing the chances they will choose to visit your town over others.

 

Promoting Family-Friendly Activities

After a year and a half of lockdowns, families are eager to get out and make new memories together. Coordinating outdoor events and activities will encourage families to explore your town. You may bring the community park back to life with an outdoor concert series. Perhaps showcase the local lake by offering paddleboard rentals. By offering safe but exciting family-fun activities, the likelihood of adventure-seeking families visiting your town will increase.

Showcasing Dining & Shopping Hot Spots

If dining or shopping is your town’s biggest offering, that’s a great way to get consumer attention. In this “new normal”, people are ready for a change of scenery, so a hip new restaurant or trendy downtown shopping area will be happily received. You may offer dining deals through social media or plan an outdoor downtown event promoted by flyers posted around town. Your communities will thank you!

 

 

How to ensure that your branding efforts are successful

Branding is a strategic art. It communicates who or what your business is and can define its success. To promote a long-lasting presence, it’s important that your branding efforts are helping your brand advance. Keep reading to find out how to ensure that your branding efforts are successful.  

Persuade consumers to choose your brand over others.

Branding requires ethical persuasion. Rhetorical appeals, like pathos, ethos, and logos, are strategies that shape a communicator’s appeal to an audience. Your brand is the communicator to its specific audience. To maintain a presence in a competitive market place, it’s important to exercise rhetorical appeals.

Are your branding efforts meaningful?

Pathos is a rhetorical communication technique that involves appealing to the emotions of an audience. When pathos isn’t achieved, your brand lacks meaning. Essentially, the goal is to create meaning by appealing to your audience’s hopes and ideas and addressing their fears and worries. 

Maintaining two-way communication is a sure way to gauge your audience’s emotions. What do they want? Like? Need? Encourage your audience to engage with your brand to get a good understanding of their emotions. Your job is to understand your audience to create the right emotional environment for communication. Frontiers in Psychology shows that audiences are more likely to commit to a brand when it sparks an emotional response. You must create a correlation between your brand and trust, value, and meaning to broaden the impact of emotions.

Are your branding efforts credible?

Ethos is a rhetorical communication technique that involves appealing to the credibility of an audience. You’ve probably heard it before, but it bears repeating: Mutually beneficial relationships are built on trust. A lack of credibility compromises the trust of your audience and therefore the success of your brand.

The best way to guarantee that your brand is credible is to be consistent in your branding efforts and seek feedback from your audience. Reviews on Yelp and Google are a good place to start, but consider other ways to secure feedback. For example, email questionnaires and social media polls are a great way to gather feedback from your audience. You’ll be sure to hit two birds with one stone by showing your audience that you’re interested in its feedback. Moreover, listening to your audience’s feedback will not only strengthen your brand’s credibility but also appeal to the emotions of your audience. 

Are your branding efforts meeting expectations?

Logos is a rhetorical communication technique that involves appealing to the logic of an audience. More importantly, logos works to strengthen ethos, as it provides logical evidence for credibility.

Your brand’s credibility largely shapes its reputation, trustworthiness, and the confidence of its audience. Clear and concise messaging is a great way to instill trust, but put your money where your mouth is and give your audience a logical reason to trust your brand. Ask yourself: Is your brand delivering the products and/or services that its messages communicate? Your job is to instill confidence in your audience. 

We can help you apply these strategies.

In conclusion, rhetorical appeals have played an important role in persuasion efforts since Ancient Greece. Your branding efforts will inevitably provoke some sort of response. Ask yourself the questions above to ensure that those responses are positive. 

Don’t fret if you find yourself at a crossroads on how to apply these strategies. PivotPath specializes in strategic brand planning. Contact us today for a free consultation to ensure that your branding efforts are successful. 

Social Enterprises: What Does Recovery Look Like in 2021?

Over the past year, many businesses have experienced extensive struggles. COVID-19 has hit businesses in ways we have never seen before. While businesses have experienced many hardships, social enterprises have experienced unique challenges. These challenges not only include the success of their business, but the beneficiaries that rely on them. 

With so much at stake, social enterprises have been using changes and trends from 2020 to aid in their recovery. Here, we outline some of the changes and trends that helped these organizations recover from the devastating impacts of COVID-19.

Presenting solutions to COVID-19 struggles:

Though social enterprises have faced their own challenges as a result of the pandemic, many have begun to see the benefit of taking on other challenges. This may seem counterproductive, but it has been a beneficial way for social enterprises to get back on their feet. 

Social enterprises are built to center around the problem, not the solution or product: the primary focus is their social objective. Because of this, social enterprises have been flexible during the past year with new issues that have been presented. Many organizations have taken a problem that was caused by COVID-19, and created a solution designed to help others. For example, a social enterprise that is centered around fighting poverty could alter their solution to be specific to COVID-19. Focusing on the pandemic’s affects on food insecurity and poverty would be a great way to make the solution more applicable.

By taking on issues that were created due to COVID-19, social enterprises are adjusting their businesses to be more applicable to the current situation, hence making them more marketable and successful in their journey to recovery. 

Supporting local or meaningful organizations:

When COVID-19 forced many areas into lockdown, people began to realize how impactful their engagement with businesses could be. Customers wanted to see organizations survive the pandemic, especially ones they felt connected to, like local businesses and meaningful organizations. 

This shift in consumer focus has been a major benefit for social enterprises and their recovery. Social enterprises have been highlighting their organizations’ causes to a greater extent to use this trend to their advantage. Tactics such as creating content focused on the mission instead of the product, organizing informational events about a chosen social issue, and participating in public discussions about their social issue have helped social enterprises lean into this shift in consumer focus for their benefit. 

Engaging in relevant social issues:

In addition to COVID-19, 2020 welcomed increased discussion and allyship for social issues across the nation. The reignition of the Black Lives Matter movement in the wake of the killings of George Floyd and Breonna Taylor, voter suppression and voting rights in the midst of the election, and the continuous topic of immigration in the U.S. were just a few of the social issues/movements that were present in 2020. 

Social enterprises have committed to the issues that are most relevant to their cause. This has allowed them to show support for the causes that mean the most to their organization. While at the same time, gaining the support of other individuals and organizations that are also participating in those movements. By participating in relevant social issues, social enterprises have effectively engaged with meaningful causes and built more substantial consumer relationships. 

Recovery can be a difficult process…

Though there are steps being made toward recovery for social enterprises, it can still be a very challenging process. At PivotPath, we understand that your business is more than just worrying about the bottom line or cashflow, it is about concern for the cause and the social issues that shape your work. Let us help you in your organization’s recovery process. Our top-notch marketing services will help you put more time into what really matters: your cause and the people that your organization is able to impact.

Top Tips to Creating Customer Loyalty

Happy April and International Customer Loyalty Month!

International Customer Loyalty Month is an extremely important month for organizations and businesses to make an extra effort when creating a loyal customer base. Customer loyalty is essential to any business, as it can increase revenue, drive repeat business, and defend against competitors. 

Continue reading for the top tips to creating and retaining customer loyalty.

Build better communication:

This tip may seem like a no-brainer, but communication is broad. Consider what elements of communication will help you reach your customers and maintain their loyalty.

First, your organization needs to be present for its audience. Communication efforts must be frequent and relevant to ensure that your organization, message, and products are not forgotten. You will achieve a loyal customer base when you consistently deliver valuable and enjoyable experiences to your audience. Demonstrate consistency in your communication through monthly newsletters, social media, events, promotions, and more. Consistent, positive, and valuable communication tactics will improve your customer relationships and increase loyalty. 

Consistent communication is great, but without listening to your customers, your communication lacks value and meaning. Meaningful relationships that result in customer loyalty are built on effective listening. The best way to determine what your customers want is to listen. So, take the time to look at feedback, read reviews, and understand your customers’ points of view. According to Microsoft, 77% of consumers say they favor brands that ask for and accept customer feedback. Customers will show loyalty to you and your organization if you show loyalty to them and their points of view. 

Create a customer loyalty program:

Creating a customer loyalty program is one of the best and most effective ways to increase a loyal customer base. Because loyalty programs are built around rewards and benefits, they prove to be effective when increasing loyalty and interest. According to smallbizgenius, 75% of consumers say they favor companies that offer rewards. People want to feel celebrated and seen. Customer loyalty programs help your organization highlight and reward customers that have been committed to your brand, and offer incentives to continue their commitment.

Customer loyalty programs can feature:

  • Games
  • Tier Systems
  • Points Systems
  • VIP Benefits
  • Hybrid Programs
  • And many more!

Though they differ in structure, all of these programs include benefits or rewards to incentivize loyalty to your organization. Consider researching the above customer loyalty programs to find out which one is most fitting for your organization. 

Be authentic and transparent:

Your organization must be authentic and transparent to build strong relationships and gain loyal customers. People do not want to connect with brands that are impersonal or machine-like; they want a relationship with a brand that resembles a real person. Your authenticity shines when you share your values and mission to create a meaningful brand. According to the Corporate Executive Board, 64% of customers say that brand values are the #1 reason why they create a relationship with a brand. Being authentic and explicitly sharing and showcasing your brands values and beliefs will help your organization make loyal customers.

In addition to being authentic, your brand needs to be transparent and honest. Honesty is the best policy, even in business, so be upfront with your customers when things do not go as planned or a mistake is made. Customers will be loyal to your organization when they know that you are not hiding anything from them or deceiving them in any way. No one likes to be wrong or make mistakes. However, the truth is appreciated, and remaining honest with your customers will show them that you value their relationship, thus promoting loyalty.

Make life easy for your customers:

People tend to engage more when it requires little effort, so do not make your customers work hard to engage with your brand! Engaging with your organization should be effortless and enjoyable. A good experience will grow customer loyalty exponentially: according to PWC, 73% of consumers say a good experience is the main factor that influences their brand loyalties.

Be flexible and anticipate problems to make your customers’ experience easy and enjoyable. Be reasonably understanding of each customer’s circumstances so that their experience with your organization is as effortless as possible. For example, if you have a customer that was unable to adhere to your 30-day return policy because of the weather or being out of town, be understanding and flexible to their situation. By making it easy on them, you are making it easier for your organization to build customer loyalty and increase retention. 

Though Customer Loyalty Month is during April, customer loyalty should be an effort that carries throughout the year! Creating loyalty takes time, so do not hesitate to ask for help. PivotPath is here to provide you with the best marketing services without the high costs of traditional agencies. Letting us take on some of the responsibility will help you put more time into what really matters: your customers and their loyalty and commitment to your organization.

5 Signs Your Agency Needs a New Logo ASAP

A logo largely defines how consumers will perceive a brand. In other words, it can make or break a brand’s success. Here are five signs that your agency needs a new logo ASAP.

It doesn’t reflect who you are.

Branding is the representation of your agency as a personality. An effective logo design must communicate who you are.   

  • What is your mission?
  • What are your values?
  • Who do you serve?
  • What makes you different?

Imagine your brand as a person. What does that person look like? What does that person sound like? Develop your design with consideration for how you want your brand to be perceived. 

It doesn’t consider all aspects of visual communication.

A brand’s logo is easily the largest component of its visual communication. 

Visual communication involves using visual elements to tell a story. For instance, the color, shape, form, place, proximity, and typography of your design should readably illustrate your agency’s identity. Is the shape distracting? Is the font readable? Ask yourself these questions. Ineffective visual communication can cause potential consumers to deter.

Its colors don’t communicate.

Color influences perception. Color theory recognizes that each color communicates a different meaning. Once you understand who your brand is and what it looks like, your logo should include colors that reflect that identity. 

Warm colors like red and yellow evoke action and urgency, whereas cool colors like blue and green communicate peace and calm. When using more than one color in a design, it’s important to understand that some colors work together, while others do not. 

It’s not consistent. 

Your logo must be consistent across all channels. 

All of your branding materials must have your logo on them, from your website, to your social media, and even your letterhead. A brand compromises its credibility and the trust of its audience when it fails to consistently display its visual identity.  

It doesn’t motivate.

An effective logo will add value to a brand and influence its audience to engage with the brand. 

Your design should communicate the emotion and personality of your brand in efforts to persuade. Your brand’s image can motivate your audience to act. Audiences are more motivated to act when they identify with a brand. Motivating action will bring more business, and more business will bring consumer loyalty, which is crucial for a long-lasting presence.

Restructuring your logo doesn’t have to be difficult.

Branding involves creating an image that markets. A logo motivates consumers to recognize and engage with a brand. 

If you’ve read this far, the odds are that your agency needs a new design. It may sound overwhelming, but restructuring your logo doesn’t have to be difficult. Contact PivotPath for a free consultation today, our team of innovative creatives can help your agency develop a logo that is sure to entice your audience and promote growth.

Effectively listening to your audience is essential

In marketing, it’s our job to communicate to our audience, inform them, and engage them, right? Yes, but there is more to it. As marketers, a large part of our job is listening.

Effectively listening to an audience is essential to the growth of any organization or business. It helps to cultivate relationships, build rapport, increase loyalty, and better direct development, leading to a stronger, more sustainable business. But, how do you listen effectively?

Continue reading to learn how to be an effective listener and why it will benefit your business.

Why you should effectively listen to your audience:

Build meaningful relationships-

Your audience and customers want to feel truly understood and heard. According to NewVoiceMedia, feeling unappreciated is the #1 reason customers switch away from products and services. By genuinely listening to your audience, you are shifting the communication from one-way to two-way, which promotes meaningful relationships.

Increase customer loyalty and retention-

Listening to your audience can help you create meaningful relationships, which can benefit your business in many ways. First, it helps your business increase customer loyalty and retention. When making a purchase or investment, 64% of people find the customer experience more important than price, according to Gartner. Your audience is more likely to remain loyal to your business if you listen to their feedback, and provide them with a relationship and experience that they value.

Build rapport that leads to referrals-

Another benefit of listening to your audience is building a rapport that leads to positive referrals. Customers are not afraid to share their business experiences with friends, family, and even strangers. With the unlimited reach granted by social media and the internet, a customer’s experience never goes unnoticed. According to Extole, 83% of customers are willing to refer after a positive experience with a business. The more you listen to your customers, the more they value the relationship with your business, which will make them more likely to refer others to your services or products.

Better direct your marketing efforts-

Many of us remember being told to listen with “ears open and mouths shut” so that we could learn in grade school. Although it may seem like a child’s lesson, it’s applicable to many aspects of life, including marketing. When you take the time to listen to your audience, you are able to learn more about them: their likes, dislikes, behaviors, and attitudes. This information can be used to better your marketing efforts, customizing them to your audience to get the best reaction and engagement. You can also implement direct suggestions or feedback from customers. This will help improve your business, cultivate meaningful relationships with your audience, and show that you care about their feedback.

How to effectively listen to your audience:

Take part in active listening-

First and foremost, it is important to understand the difference between listening and active listening. When someone chooses to actively listen, they focus on what the other person is saying and try to fully understand the other person’s point of view.

Active listening is essential when communicating with your audience because it helps to show that you are genuine and that you care about what your audience has to say. Actively listen by focusing on what your audience is communicating to you. If given the opportunity, repeat their communications back to them to ensure that you fully understand what they are saying. This will show your audience and customers that you are trustworthy and are invested in their ideas.

Participate in social listening-

Social media is a very important resource when it comes to effectively listening to your audience. Your audience will take to social media for a variety of reasons: to compliment, criticize, complain, or to ask for help. Because of this, social listening a very important thing for your organization or business to partake in.

According to Hootsuite, social listening is the process of monitoring social media platforms and channels for when anyone, especially your audience, mentions your brand, competitors, products, and more. By social listening, a business is able to gain insights into what their audience is thinking and understand what is being said about their brand.

Rely on analytics-

When businesses and organizations consult data, they are using trends in their audiences’ behavior to infer their audience wants, likes, dislikes, and needs. Analytics like website traffic, social media engagement rates, email open and click rates, CTA response, and many others are pieces of data that allow you to listen to what your audience wants.

Understanding the importance of analytics and using the data to listen to your audience will help your organization identify big-picture ideas that can influence other, more specific areas of your marketing strategy.

 

As shown, listening to your audience is vital to the success of your business or organization. But, listening takes time. PivotPath offers a wide range of services that work to effectively listen to audiences. Contact us today for a free consultation, so we can assist you in your listening efforts. PivotPath understands that listening leads to meaningful relationships, and meaningful relationships lead to growing success.

 

What Makes a Brand Future-Proof?

Advancements in technology, coupled with shifts in consumer trends, can threaten a brand’s sustainability. The future is inevitable. However, there are ways to embrace the changes that accompany it. Keep reading to find out how to make a brand future-proof. 

Be relevant.

An audience analysis is an examination of a brand’s consumers. A thorough analysis will consider the age, race, gender, class status, and location of a brand’s audience. By gathering this information, your brand can assess the likes and dislikes of its audience. This will help it deliver products and/or services that are relevant to its consumers

A brand should frequently conduct an audience analysis to align with changes in consumer trends. This can help a brand withstand the test of time. 

Be unique. 

Make your brand future-proof by defining what sets it apart from other brands.

Your brand may offer the same products and/or services as other brands. It is essential to create and identify the je ne sais quoi that distinguishes your brand from others. Your brand’s unique quality should consider of its audiences. A unique identity can spark consumer interest, increase consumer commitment, and drive employee motivation.

Be consistent. 

A brand is more than just a name and logo. A brand is an identity. Your brand’s identity must be consistent to leave a long-lasting impression. 

What does your brand look like? Visual identity refers to the visual elements that define a brand. For instance, the color, shape, form, and font make up your brand’s visual identity. 

What is your brand’s voice? Consider how you want your brand to be perceived. Then, make that voice heard across all channels (social media content, website, interactions with customers, etc.)

Every service, caption, visual, and email should communicate your brand’s identity. Consistency helps build consumer commitment to a brand. Once consumers commit to a brand, it must meet consumer expectations to maintain long-lasting relationships. 

Tomorrow is not guaranteed. 

Unfortunatley, success doesn’t make your brand invincible. A brand that is successful today can easily weaken overnight.

Your brand’s presence and performance promote its longevity. However, it can be difficult for a brand to maintain a relevant, unique, and consistent presence without assistance. This is where we come in. Schedule a consultation with PivotPath today. Our team of innovative creators can help you ensure that your brand withstands the test of time.

Using Instagram/Facebook/LinkedIn as Marketing Tools

A brand’s social media presence influences 73% of those that engage with the brand. When used efficiently, social media platforms are proven to be effective marketing tools. However, many brands misinterpret their functions, which often results in ineffective marketing.

You don’t always need an account on every social media platform. In fact, this can produce adverse effects. When using Instagram, Facebook, or LinkedIn for marketing purposes, it’s important to understand that each platform delivers information in a unique way. Here are some insights on how to effectively optimize these social media platforms as marketing tools for your brand.

Instagram is an image-driven platform.

Instagram’s character limit is relatively large, but that doesn’t mean that your text should be. To maximize Instagram as a marketing tool, limit your brand’s bio and captions to two sentences. Including a call of action in your text will prompt your audience to participate in authentic engagement. Hashtags are also a great way to encourage audience participation while simultaneously increasing your brand’s visibility.  

Visual elements are meant to replace text. Use Instagram’s function as an image-driven platform to complement the message you aim to communicate with your post. Images and text should be clear, compelling, and consistent with your brand’s image.   

Instagram also has a story feature that allows your brand to post content that is visible to viewers for 24 hours. Stories offer the ability to directly engage with your audience through question forums, polls, and more. Instagram stories are a great way to enable audience participation and further your brand’s engagement. 

Instagram Reels is Instagram’s newest feature and closely resembles the social media platform TikTok. Its algorithm is currently driving more traffic than any other Instagram feature. Instagram Reels is helpful for those looking to increase brand visibility.

Facebook is the largest social media platform in the world.

Facebook has more users than any other social media platform. This poses both an opportunity and a threat: Your brand’s range of communication is highest on Facebook, but this places a great deal of power in your audience’s hands. 

Due to the platform’s considerable audience, it’s difficult to get traffic and engagement without paid Facebook advertising. With paid social, you will expand your reach and impressions while targeting specific audiences to ensure you attract those you seek to engage with the most. Bear in mind that the process to create Facebook Ads changes periodically, so be sure to review the guidelines within the Facebook Ads Manager

Facebook allows its users to post text, images, and videos. When utilizing such a wide range of features, it’s crucial to understand that the text of a Facebook post shapes the success of its visual elements. Keep your text brief and informational. Consider the who, what, when, where, and why of your message. An unclear text will confuse your audience and may cause them to deter.

Facebook was the first social media platform to introduce the “like” function. The platform has since developed by offering additional reactions to posts. This tool is especially useful when assessing your audience’s likes, dislikes, beliefs, and values. Use this information to your advantage when crafting future posts. The share feature allows users to share posts with their Facebook friends, which offers a promising avenue for increasing your brand’s visibility.

LinkedIn is the professional network.

LinkedIn operates as a professional social network. It allows users to disseminate and engage with information that advances their professional prospects. LinkedIn remains an invaluable platform for increasing brand awareness and establishing relationships with businesses and consumers alike. 

LinkedIn’s professional nature requires careful attention to credibility and expertise. Therefore, your brand’s content must evoke professionalism. This is best achieved through using both visual and textual elements together. Your text should be concise yet informative and grammatical to complement clean and compelling visuals.

The use of blog posts and articles on LinkedIn allows for even greater use of the platform in that users can highlight their expertise while increasing their reach. Make sure your content illustrates your brand’s capabilities to expand your audience, strengthen your brand’s identity, and encourage consumer and business partnerships.

Maximize your brand’s potential.

Social media has changed the way we operate both personally and professionally by providing individuals and institutions with the ability to communicate to large audiences.

When using social media platforms as marketing tools, it’s crucial to acknowledge that your content is a representation of your brand. Through understanding the functions of each platform, you can help your brand nurture audience relationships, maximize its reach, and achieve its goals. Contact PivotPath’s team of innovative creatives to help your brand maximize its potential.

5 Ways to Promote Your City or Town to Increase Tourism

At a time when travel restrictions are implemented, cities and towns are frantically searching for ways to increase tourism.

The internet is filled with travel guides and firsthand accounts of visitors detailing their experiences. It’s more difficult to come across tips from a local—someone who knows the ins and outs of the area. Unfortunately, we don’t all have the luxury of knowing someone within our destination’s limits. Consider these five tips when communicating your community’s charm to increase tourism:

Highlight the history and culture 

Every destination has its own unique story.

Aside from the well-known attractions, consider sharing some of your community’s lesser-known treasures. This may involve obscure facts about your town’s early settlers or the spooky tale about the mansion on Main Street. A picture of these treasures with a description of their significance is an opportunity for you to highlight your community’s unique history to increase tourism.

Share your tasty tips

There’s no feeling better than a full stomach after a day of exploring.

Food largely defines a community’s culture. When promoting your city or town, be sure to discuss local dishes and the best places to try them. Consider explaining the flavor profile of the dish and the best way to eat it. With ketchup? With a root beer? At midnight? Who knows, maybe visitors will find their new favorite food or restaurant and come back for more!

Offer visitors a breath of fresh air

We all crave a breath of fresh air.

Provide visitors with the best spots to catch their breath and revel in the wonder of your community’s natural beauty. Be sure to detail the best seasons and times of day for visitors to capture the full essence of the landscape. Also, include any materials that they should consider bringing or leaving behind for their visit.

Catch your breath in nature

Suggest local stores and businesses

The word souvenir is French for “to remember.”

Tokens of remembrance can be as simple as a keychain or as complex as a scarf woven by natives. Present visitors with an opportunity to remember their visit to your community with recommendations for local stores and businesses. This is also an opportunity for you to help local businesses during these difficult times.

Local stores and businesses

Include your personal testimony

They say that home is where the heart is.

Share the little things that you love about your city or town. This may include how you love the transition between one season to another, or your favorite road to drive down in the summer. Personal testimonies appeal to an audience’s emotions. Provide insight into the small and special things that define your love for your community.

Tip: Include hashtags (i.e., #NewOrleans, #ExploringTheCity, #GetInMyBelly) and/or create a page for your city or town. This will help potential visitors easily locate your stories and recommendations.

When implementing the tips listed above, be sure to consider all audiences (independent travelers, couples, families, and seniors). By showcasing your community’s local treasures and adding a personal touch, you can offer visitors valuable information on what to experience when visiting your community.

Enlist PivotPath’s team of innovative creators to help you fulfill these tips and increase your city or town’s tourism. Contact us today for a consultation. 

Resourceful Marketing Strategies for Nonprofit Organizations

Marketing for a nonprofit organization can be difficult. Usually, there is little to no money set aside for marketing efforts. Because of this, it is crucial to use resources that are naturally present. Here, we outline marketing strategies you can use that are accessible and inventive. A tight budget calls for unique solutions; let’s get creative! 


Reach out to resources in your community

One of the best resources for a nonprofit to use is its community. Creating a marketing approach that involves the community can help nonprofits build a supportive foundation to grow from. 

Local TV stations, radio stations, and newspapers are great resources within the community to help spread awareness of your organization. So, start creating relationships with the news outlets in your community and make your nonprofit’s appearance a fun occasion. 

For example, a not-for-profit animal shelter could reach out to local new stations and suggest a “Pet Of The Week” segment. This way, the nonprofit gains weekly media coverage and the news station gains viewers for the new, fun segment—a win-win for both parties!

Grow your online presence

An important aspect of marketing to strategize is online engagement and social media. Social media is a great tool to use to connect with a large amount of people in a short amount of time. But, to elicit a response and reach the correct audience, it must be used strategically. 

It is important to remember that each social media platform serves its own purpose. For instance, what your organization posts on Facebook may not be effective on Twitter, and vice versa. 

Take the time to decide what kind of content your organization wants to put out on each platform. This will help to increase both engagement among users and overall awareness of your organization. Check out our blog about social media and branding to learn more.

Create influential and meaningful partnerships

Creating and maintaining relationships is important for any organization. For nonprofits, it is essential. Using existing resources and growing on established relationships provides many benefits for nonprofits. 

Look to your current supporters for help with your marketing efforts. Usually, supporters are thrilled to become active in an organization that they are passionate about. Partner with supporters or other people in your network that have a wide reach and can be advocates for your nonprofit. 

For example, advocates can promote your organization by posting content on their own social media accounts, running fundraisers, and using their networks to reach more people. Additionally, partnerships like these would help your organization reach groups of people outside of your current scope. 

Participate in visual marketing

One of the most impactful marketing strategies is the use of visuals. Visuals, such as pictures, infographics, and videos, can express your organization’s mission in a unique and effective way. 

When scrolling through social media or reading the newspaper, people are typically drawn to things that can tell a story with little effort. A picture or video allows for viewer ease and attracts more attention due to enticing colors, stunning images, and thought-out graphics. 

Visuals can involve people within your organization as well as the community that is impacted by your mission. For instance, a video of testimonials or a photo with a quote can story tell in an appealing and effective way for your organization.  

Personalize your outreach communication

People tend to disregard mass-created messages, sending a large amount of communication and information to the trash. Creating more personalized communication will increase response rates and engage supporters. 

Each donor and supporter is different. The way to continue their engagement will vary depending on their age, current level of commitment, socioeconomic status, and interests.

Consider planning out personalized messages for different groups of people when creating your monthly newsletter or weekly updates. This will ensure that the right information gets to the right people and will help to maintain engagement and interest in your nonprofit. 

 

Above all, do not hesitate to ask for help! If you are a nonprofit looking for assistance with marketing strategies, contact us for a consultation. Our marketing focuses on storytelling and community connection, and will be sure to help your organization enhance its presence!

Why Consumer Behavior Is Essential to Marketing Research

Did you know that in most cases, customer loyalty is worth more than the price of a single purchase? That is because marketers are fervent to meet the needs of their customers at a high degree. How do marketers make that happen? Well, one thing to consider is that marketers continuously do research on consumer behavior. Yes, you want to sell a product, but adding value to your customers’ lives hits one out of the park.

Consumer behavior is all around us and it is important to know what drives us to purchase a product.

First, every organization should understand the power behind their research on consumer behavior before launching any product. Knowing your audience is important to tailor your buyer persona. Before making any final decisions on how you would market your products or services, your understanding of your target market should be secure.

In that case, keeping consumer behavior as your main focus on marketing research is essential to understand customers’ buying decisions and how they look at products.

Additionally, conducting research on consumer behavior will provide better ideas on your marketing strategies to move ahead of your competitors. Keeping consumer behavior in mind when studying your marketing analytics reports is vital to meet the expectations of your customers.

Three main factors that influence consumer behavior are cultural, psychological, and personal factors. Incorporating these three points into your consumer behavior research will help you gain valuable information, and understand who your potential customers will be. Here’s how conducting research on consumer behavior helps you with your overall marketing strategy.

1. Helps Refine Marketing Strategy Analytics

When it comes to marketing decisions, analytics is an influential factor when determining if your strategies are helping to push your company forward. Doing research on the performance of your display ads, website content, and search ads can tell you a lot about what your customers are engaged in.

Also, the analytics of your website shows how consumer behavior affects search engine optimization. Research on consumer behavior is crucial to acknowledge if your consumers are responding positively to what you wish to market.

2. Expands Your Awareness on Globalization

The study of consumer behavior is vital if you decide to expand your product or services to non-domestic markets. In addition, conducting marketing research on those who have different cultural backgrounds is essential for your business. This shows if your product or services best serve the cultural norms and values of a particular country. Applying this type of research to your marketing strategy will make you stand out from your competitors.

Learning about consumer behavior in foreign markets will expand your awareness of helping reach non-domestic needs.

3. Gives You a Better Outlook on Customer Preferences to Design Your Marketing Mix

Understanding your consumers’ preferences on a particular product provides a narrower scope to design your marketing mix (the four P’s).

When conducting research, a consumer may be interested in the design of the product yet may shy away from purchasing it due to the product’s high-end price. Or, selling a beach-like product in Southern California may reach more sales than selling the product in Eastern Texas. Acknowledging this type of behavior provides a better outlook on how to better your pricing strategy. Here are some questions to consider when correlating your marketing mix to consumer behavior.

  • Does the price of your product match the income of your target market?
  • Does the design of your product attract the audience whom you wish to target?
  • Is the product marketed in locations where people would wish to buy the product?
  • Is the product useful and/or is it in demand to solve a problem in the market?

When customers decide to buy your product, it is essential to grasp their thought processes when they make their final purchasing decisions. By doing so, you will know the types of strategies that will work to boost sales.

Where should you begin to collect research on consumer behavior?

Create an appropriate survey design that will best gather your consumer insight data. Are you gathering data based on your participants’ responses towards your product and/or service? Use a rating scale question from 1 to 100.

Are you gathering data based on your participants’ feelings or opinions on your product and/or service? Use a Likert scale question such as “strongly agree to strongly disagree”.

Be sure to include demographic questions (age, income, race/ethnicity, gender, occupation, location, etc). This will help you better understand the demographics of your participants, and it gives you sharper information on how it correlates with consumer behavior. Also, you can determine how a product’s usefulness correlates with the needs of a particular demographic.

Conduct an online survey through your website or conduct a face-to-face survey of a focus group.

If you decide to resort to an inexpensive and quicker route to gather more information on customer experience, you can conduct online surveys through your website. In most cases, conducting online surveys will only provide you with anonymous participants which hinders you from gathering specific demographic data. With that said, utilize online surveys for your current customers to uncover what they think about your products and/or services so far.

To gain a thorough analysis of your product/service research, conducting a focus group on your customers or tailored buyer personas is the best way to analyze and gather consumer insights. Focus group research allows you to gather more information from your participants because it takes more time to gather data from their in-depth interviews.

76% of consumers expect businesses to understand their expectations and needs.

Conducting surveys of your current customers or groups that show interest in your product is vital to understand when wanting to meet the needs of your consumers. At the end of the day, your mission is to add value to your customers’ lives. This can only happen by taking time to learn more about your customers. Taking the extra mile to know more about your customers will reap good benefits to maintain your overall business health and gain loyal customers.

Thalia Rodriguez is a Communications major with a double minor in marketing and professional writing at Grand Canyon University. When she’s not practicing writing, she can be spending time with family and friends, going on hikes, or cooking delicious plant-based dishes. Check out her LinkedIn profile here to connect.