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.

COVID-19 Christmas

How To Market for the Holidays During COVID-19

There’s no denying that the holiday season is going to look a little different this year – from Zoom holiday get-togethers to Black Friday being primarily online. We’re all adapting to a new normal, and that includes new holiday marketing strategies.

Marketing strategies during COVID-19 have changed drastically. There’s a much larger push for online shopping and virtual events. Additionally, there is an added urgency to advertise these events on social media and other digital platforms. 

Changing digital strategies and shifts in holiday traditions means that your marketing plan needs to adapt to these changes, too. Here are some tips for how to market during this year’s holiday season. 

1. Don’t be afraid to acknowledge hardships

Although it can be tempting to try and gloss over COVID-19 or try and create a sense of normalcy amidst the chaos, consider a different approach. 

Consumers value authenticity, honesty and vulnerability. With COVID-19 impacting almost everyone’s lives, being real and honest with your customers is more important than ever. 

It’s also important to not overdo it, though. For months, people have been bombarded with the harsh realities of this pandemic, so don’t mention it continuously. Instead, try to work it in naturally without reminding customers of what was lost. 

For more on the effects of COVID-19 on businesses, check out our previous blog post.

2. Embrace holiday traditions

With that being said, be sure to embrace holiday traditions as much as possible. Above all this year, people want normalcy. Most won’t have the traditional experience of big in-person shopping days and fun, crowded outings. Instead, you can give them a sense of normalcy by highlighting how to keep traditions in a safe, socially-distanced way. 

Although there is no reason to pretend like everything is fine this holiday season, try to keep the tone lighthearted but realistic.

Instead of taking a view of pessimism or optimism, try one of realism: COVID-19 is changing the way we do the holidays, but some things can still remain the same.

Holiday marketing tips

3. Keep websites and social media updated and accessible during the holiday marketing season

This holiday season, you should focus on your digital marketing strategy above all else. This could be through target social media ads, interacting with customers or clients through social media, or revamping your website. 

The amount of consumers doing their holiday shopping online this year will be larger than others. This means that the bulk of your marketing efforts should go towards these digital platforms. Recent surveys showed a hike in online shopping for Black Friday; that trend is expected to continue into the end of the year. 

Make sure whatever product or service you provide is easily accessible online. This ensures consumers aren’t deterred from buying your product by needing to go to a store. Services like one-day delivery or curbside pick-up are especially efficient for consumers. 

Although your social media shouldn’t be totally focused towards selling your product, make a push to advertise a bit more than usual during this holiday season. Try to naturally work in links to products, blog articles or other content within your social media platforms. Consumers won’t have the same exposure to sales and advertisements that they do traditionally during the holiday season. Make sure to keep customers aware of any sales or exclusive promotions.

You should also make sure your website is accessible in addition to up-to-date. Run focus groups and analyses on how your website performs to understand where you can improve. 

Pay special attention to when people abandon their carts, conversion rates and bounce rates. Simple changes like a more accessible navigation menu can help boost your website and increase sales.

There is nothing normal about the holidays this year, so marketing strategies will look a little different. If you need help figuring out a holiday marketing strategy, contact us for a free audit.

50 best CTA (Call to Action) buttons

One of the most important elements of your landing page or website is the CTA (Call To Action) buttons.

By clicking on a CTA button, a website visitor becomes a potential client.

This is the first step in to the decision buying process and the beginning of the customer journey. 

To effectively maximize conversions, a landing page or a home page should have these call to action cues in place, making it an integral part of the overall design. Strategic placement, colors, and using the appropriate call to action words are factors that should be considered as these help drive the diverse actions based on the conversion goal. 

So how you you exactly successfully boost conversions with the use of CTA buttons? Here are a few helpful  insights when creating Call to Action buttons:  

Ensure your Call To Action beckons to your target audience. 

Some call to action buttons are so benign that your website visitors just pass right through it. Though there may be a variety of reasons why they do, ensure that the call to action resounds to their purpose of why there are on your landing page in the first place.

Is their goal to learn more?

Or to buy?

Or perhaps to get a free trial? 

How do you ensure you capture their goals in line with yours? One important thing is to make a call to action phrase concise and accurate. Avoid using words that are too general like” next” instead say “Read More”. Using a lengthy content on the CTA can confuse your website visitors so use phrases that immediately lead them to make a decision. 

You can also create pop ups that contain multiple calls to action to further maximize the space and create more user benefit. Creating secondary CTA’s show your visitors that you care about them, and you are not only after them for email sign ups. In fact, you can create CTA’s that make them download and get free content or a free gift, without them consciously knowing that they will be included in the regular mailing list. Talk about strategic. 

Make it visually appealing. 

Nothing ruins a great landing page content than poorly designed CTA’s. First of all, start with color and contrast. If you create CTA’s that just blend into the background, then chances are they are not noticeable at first glance, and might be missed altogether. Ensure that your CTAs complement the landing page theme, and use colors that pop right out of the screen. 

Using adorable word plays certainly make you more lovable to your website visitors. For example, if you have a pet care website, use common pet language or do a wordplay on food names for your bakery / cafe website to make the CTA’s more relatable and hence, more clickable. Also, if ever you use images on your pop ups, ensure that they do relate to the CTA button to send a clear message. Again, to avoid confusion and more importantly to guide them in making fast and solid buyer decisions while they are on your website. 

Placement is key.  

As much as possible, create a call to action button on every page of your website to boost engagement and maximize conversions. Place them in a way that it pops out when they scroll from top to bottom and from left to right- ensuring at the same time they have read just enough of your content to make a decision. 

Another way is to create CTAs that pop out when your user reaches the bottom of the page, or about to click on the X button on the top right of the screen. Phrases like ‘Before you go….” or Want to learn more..” are effective ways to keep your visitors on your website.  Avoid putting too much CTA’s though, or just because you can. You do not want to overcrowd your page and overwhelm your visitors – and most of all confuse them which buttons they need to click.

Having considered these insights, here are some samples of the most effective CTA buttons, or at least the most commonly used. Use these examples to guide you, especially when you are just starting out. Remember, how you select the most appropriate CTA depends on you your conversion goal.

Let’s dive right in. 

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And so much more.. You can also mix and match these CTA phrases, or you can create your own tweaks to customize them according to your product or service that you offer. One important thing to note as well, make sure your Call to Action buttons appeal to your target audience’s benefit – ensure that they learn from your content just enough to leave them wanting for more – thus they click on THE button. 

It also helps to scope out your competitor’s call to action buttons, as well as top websites to see what CTA’s work best on which product or service type and use them on your landing page or homepage. Remember, these CTAs are not carved in stone, so feel free to tweak these buttons depending on your campaign.  

Measure your goals and see how effective/ ineffective your CTAs are by looking at your conversion rate goal metrics. Once you have started on these metrics, try your hand at A/B Testing your landing pages using different types of CTA’s too see which campaign is more effective in terms of conversion rates. 

Of course, no matter how awesome these page pop ups you have created, there will always be visitors who will not click – so ensure that you give them an option to decline graciously, without creating buyer remorse or guilt. Instead, give them an option to decline temporarily – for example  – “No , not right now” or “No thanks, I’m good for now”, “Maybe later”.  

Call to Action buttons have great impact when it comes to content marketing, so make use of it as much as possible. Take your time and customize them accordingly and effectively to create a seamless and successful marketing  campaign.

SEO Terms You Should Know graphic

SEO Terms You Should Know

If you’re in the realm of marketing, chances are you’ve heard the term SEO before. If you’re not savvy with technology or aren’t as engaged in the digital side of marketing, the concept of SEO and the many facets of it can be overwhelming, to say the least. 

Understanding the terms and basic ideas of SEO is essential to marketing in today’s digital world. Luckily, once you get past all of the industry jargon and complex-sounding terminology, SEO isn’t too hard to understand. 

What is SEO?

SEO, or Search Engine Optimization, is how well a website, brand or page does on search engines. When thinking about SEO, you should consider all search engines, such as Google, Yahoo and Bing, to name a few. However, keep in mind that Google has more than an 80% share of the search market, so that should be your main focus. 

SEO involves a lot of analytics, too. The research is just as important as the actual practice of SEO. Use tools like Google Analytics to understand how your website fares on search engines, and if your SEO practices are working.

Why does SEO matter?

In this digital age, search engines are the most popular’ go-to’s when trying to find a product or service. If you use SEO strategically, you can ensure that your company will pop up on someone’s first or second search page. Ranking high in search results will make them more likely to visit your page. 

SEO words to know

Just understanding what SEO is isn’t enough, though. There are plenty of terms and topics that are important to know if you’re interested in using SEO. 

Here, we’ve compiled a list of popular SEO terms that you can use to grasp the basics of SEO.

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Understanding SEO can improve your rankings on search engines.

Keyword

What it is: A keyword is the word or phrase that you are using in your content to gain traffic on search engines.

For example, if you’re a marketing agency based in Georgia, your keyword may be “marketing agency in Georgia.” That way, your content will show up when someone searches “marketing agency in Georgia.” 

Why it matters: Keywords are essential in SEO because they will help potential clients find your site or lead them to your content. To find the right keyword, make sure to research what phrases potential clients in your niche are searching for.

For more on keywords, check out our previous blog post.

Along with keywords, you may also hear the term keyword stuffing. Keyword stuffing refers to the use of too many keywords or cramping the same keywords into a few short paragraphs.

This is a common mistake because many assume the more keywords, or the more instances of a keyword, the better. In fact, keyword stuffing will harm your site’s ranking on search engines.

Traffic

What it is: Traffic is the amount of clicks and views your content gets. Organic traffic refers to traffic that comes naturally through search engine queries, social media pages, email newsletters and so on. Paid traffic comes from advertisements, such as sponsorships and pay-per-click ads.

Why it matters: Gaining traffic is a no-brainer because SEO is all about driving traffic to your website. It’s essential to getting more visibility and growing your business. 

Meta Description

What it is: A meta description refers to a part of your content’s HTML (the markup language of online content) that has a small snippet of the content. It is usually 50-160 words and search engines may use it in search results. 

Why it matters: If a search engine displays your meta description, it will influence the number of clicks your content receives. Your meta description should contain your keyword and be compelling, enticing the reader to learn more.

An example of a meta description for SEO use.
This meta description uses the keyword organically while giving a simple summary that engages readers.

Crawling

What it is: Crawling is a search engine process that uses crawlers (sometimes called bots or spiders) to go through the internet and find websites, links and other data. Using a specific algorithm, a search engine will determine which websites will be scanned and how often.

Why it matters: Your website being crawled by a search engine is the first step to getting it listed on a search engine’s database. From there, it will then begin to show up on search engine results pages. You can make sure crawlers find your most important content by making it easily accessible on your website. 

Index

What it is: Indexing is the next step for a search engine after crawling. Much like a physical index, it is the database a search engine uses to store all information and data for websites that come up as search results.

Why it matters: If your website isn’t in a search engine’s index, it won’t show up for users. The index will rank websites based on relevancy, which will then begin to show up on search engine results pages, or SERPs. 

Your SERP position should be a primary focus for SEO. According to this competitive research study, the first five results on a search engine page accounted for nearly 70% of all clicks.

Learning more

If you’re interested in more SEO terms and techniques, websites like Moz and Yoast are great websites to explore. If you’re ready to start or expand your SEO journey, contact us to learn about our copywriting services.

Alison Roller is a recent graduate of West Chester University of Pennsylvania where she earned a B.A. in English with a minor in journalism. When she’s not writing, she can be found wherever her cats are. Check out her LinkedIn profile here to connect.

There are signs you can look out for in a good content marketing agency.

What To Look For in a Content Marketing Agency

If you’re looking for a content marketing agency, the vast amount of companies and services that they provide can seem overwhelming, to say the least. Luckily, there are a few tell-tale signs of a good and reputable agency that you can be on the lookout for when considering which company to work with.

1. A Good Website & Social Media Presence

The first thing you may come across when looking for an agency is their website or social media accounts. If you know what to look for, these can tell you a lot about the agency itself. 

Is their website up-to-date? Are they active on social media, and is their brand recognizable and consistent? A good brand presence can tell you what the company’s all about. Their social media can also serve as a general idea of what the content services they would provide you would look like. 

Although this can be a way to assess any type of company, it’s especially important for content marketing. After all, if a content marketing company doesn’t put out quality content itself, would you trust them to make you good content?

A consistent social media presence can indicate a good content marketing agency.

2. Proven Results

Website testimonials or case studies are a great way to judge a company.

A good content marketing agency should have proven results, shown through past clients’ reviews and testimonials. Past clients can also tell you an agency’s core niches and whether they’ve worked with content similar to yours in the past. The presence of long-term clients can tell you that an agency is trustworthy and reliable.

It’s also important to go past website testimonials, though. To truly know if a company is trustworthy, you can scour the internet for any possible negative feedback or cautions. Use a website like Clutch to get totally honest reviews. 

If you’re seriously considering an agency that has a few bad reviews, don’t be too quick to judge.Try reaching out to the company to discuss any concerns you may have. If it’s a good company, they’ll be open to discuss how they’ve improved.

3. Modern and Effective Techniques

Content marketing in this day and age goes far beyond creating good content. Making sure the content reaches the right audiences is the second half of the battle. 

Marketing strategies and research like Search Engine Optimization, or SEO, should be part of an effective content marketing strategy. 

Ask about your potential agency’s SEO practices and make sure they’re doing the right keyword research, content analysis and optimization of meta descriptions.

4. A Diverse Staff

Diversity goes far beyond physical appearance. A diverse staff should include different niches, expertise, experience level and background. Consider things like age and expertise when looking at a company’s staff.

A diverse staff can bring the best of both worlds to your content. Your content will benefit from the knowledge that only comes with a long history in the industry paired with the innovation and creative ideas of someone newer to the field.

Does the content marketing agency have a staff with different backgrounds and expertise?

5. Solid Communication

One of the most important things when working with any kind of agency is a steady line of communication. Look beyond just basic communication, though. A lot of content agencies will be able to talk you up, but fall short on finished products. Make sure what they’re saying is in plain English instead of industry jargon and that what they’re saying aligns with your vision.

A good content marketing agency should reach out enough that you always know where your budget is going. They should keep you in the loop with where they’re at in the timeline for your project. Also, make sure that the agency puts you in direct contact with the employees that are working on your campaign. If not, you’ll risk your message getting lost in translation. 

Communication goes both ways, too. Do your work with an agency that leaves the line of communication open and encourages you to get in touch with a question or comment.

6. A Mission Statement that Aligns With Yours

Any company – from a content marketing agency to a local boutique – should have a clear and visible mission statement and vision for their company. 

If your values and beliefs line up with what the agency stands for, you can ensure it will be a good fit for your content. The beliefs that a company holds comes out in all they do, and that includes content. If your beliefs do not align with the agency’s you’re working with, it may come through in the content they create for you.

You should also make sure they put their efforts where their heart is – if one of their major values is contributing to the community, see what they are doing to turn that value into real results.

A shared and honest understanding of what their big picture is will help you in the long run.

Find a content marketing agency that is connected to their community.

7. Transparency

Transparency relates to almost everything on this list. If they’re not honest about deadlines, avoiding certain questions or are not responsive to constructive criticism, it can be a huge red flag.

You should also always be in the know, from coming up with due dates to getting the final project. If there’s even a small problem or bump in the road, you should be kept in the loop and know what happened and what they’re doing to get back on track.

Transparency within content marketing is especially important. It can help you know what they’re doing to reach your target audience and expand your reach with content creation.

If these traits of an effective content marketing agency resonate with you, consider working with PivotPath. We can help you create Real, Recognizable and Relatable content to connect with clients and expand your businesses. Check out our content services here.

Alison Roller is a recent graduate of West Chester University of Pennsylvania where she earned a B.A. in English with a minor in journalism. When she’s not writing, she can be found wherever her cats are. Check out her LinkedIn profile here to connect.