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In our digital world, it might feel like all marketing is done online. But, that would mean ignoring an incredibly effective strategy—out-of-home advertising.
Out-of-home advertising (OOH) refers to the process of reaching consumers while they are, you guessed it, out of their homes.
While this may conjure images of NYC Times Square billboards, there are many mediums that qualify as out-of-home advertising.
The best news is, these methods are highly effective.
In fact, according to the Out-of-Home Advertising Association of America, 66 percent of smartphone users took action after interacting with an out-of-home advertisement.
Additionally, 74 percent of those who visited a business after interacting with an out-of-home advertisement made a purchase.
Those are some pretty compelling statistics that should make you think twice about adding out-of-home advertising to your campaign’s strategy playbook.
Not sold? Check out the below infographic that identifies which advertising mediums consumers trust the most. See number five? Out-of-home advertising comes in way ahead of search ads or sponsored posts.
In short, if you’re not considering out-of-home advertising, you’re missing out on valuable leads.
While we already mentioned the NYC Times Square billboard, there are less ubiquitous mediums for out-of-home advertising. These include:
While it is unlikely your organization will opt to sponsor a blimp, there are many options for marketers looking to establish new sources for attracting new consumers.
Much like any advertising or marketing campaign, your execution is only as good as your plan. There are six must-have steps to help you get your out-of-home advertising campaign off the ground.
Regardless of your out-of-home advertising campaign’s goals, you need to do some research on the location.
This information will not only inform the size and limitations of your ad but will also help you decide which locations are worth your budget and which are not.
Imagine you’re a local restaurant in a pedestrian-heavy area. Advertising your drink specials with a clever slogan on a chalkboard is going to be much more beneficial than a billboard with the same message.
Conversely, if you’re a car dealership offering end-of-the-year deals, a billboard is going to be a much better strategy than a sign outside of your building.
When it comes to location, you need to ask four specific questions:
After you’ve answered these three questions, you can start building your out-of-home marketing strategy around these answers.
Just because you’re advertising out-of-home doesn’t mean you have to go technology-free. Digital billboards are a great alternative to conventional billboards. In fact, here are three reasons you should consider opting for a digital billboard.
Here are three cool digital billboards.
The Economist created a clever digital board that turns a lightbulb on over the head of a walker, connoting the idea of wisdom shared through the publication.
Beloved US baseball team The LA Dodgers created enthusiasm for their upcoming games by using a countdown on their digital billboards that ticks down to the second.
Oreo took advantage of a current event by using the hashtag #oreoeclipse.
Whether your billboard is responding to current events or simply underlining your product’s main value proposition, getting creative is a surefire way to find out-of-home advertising success.
While the out-of-home advertising market is nowhere near as saturated as that of the digital advertising market, you can use the same principles to ensure your advertisement stands out from the crowd.
Below, we discuss five strategies that can make your billboard outperform its neighbors.
The true litmus test of a successful marketing campaign is action. If your out-of-home advertisement drives people to talk about or share your advertisement, then you can consider the ad a success.
To garner maximum audience interaction, brainstorm ad ideas that encourage a response.
Looking for inspiration? Check out these out-of-home advertising ideas that had people talking.
CVS made a big splash with their #BeautyUnaltered campaign.
The digital billboards encouraged viewers to upload their unfiltered selfies as a tie-in with the companies’ dedication to using unedited photos of models.
In the Ad Council’s Out There for Us campaign, the organization featured out-of-home ads that thanked front-line workers during the COVID-19 pandemic through real quotes.
The ad asked viewers to Tweet their thanks using the hashtag #OutThereForUs, encouraging interaction and then further sharing those quotes.
Before wedding yourself to a location, see if your competitors are using similar strategies in similar locations. What works in their ads? What are they missing?
Use these answers to capitalize on what they missed.
Keep in mind that placing an out-of-home advertisement close to your competitors’ sharing lower prices or better quality could work for you, but it could also have unintended consequences. (Like a price war.)
As you wade into the world of out-of-home advertising, be sure to follow the basic tenets of any marketing campaign.
Regardless of digital or conventional, your campaign must have clear, quantifiable marketing goals to assess success.
Do you want to:
To confidently determine if your campaign is reaching its aim, be sure to establish SMART goals. This acronym refers to concrete goals, achievable over time. These goals should be:
By fitting your goals within these constraints, you establish aims that are quantifiable, rather than nebulous.
Great out-of-home advertising doesn’t happen overnight. It takes strategy, research, and a true understanding of your audience. Below, we share our three favorite out-of-home advertising campaigns of all time and break down what made them so successful.
Pepsi wanted to make a splash at the 2019 Super Bowl. However, Super Bowl LIII wasn’t held just anywhere—it was held in Atlanta, Coca-Cola’s home turf.
By going all-in on an out-of-home advertising campaign, Pepsi was able to grow three percent in Q1 of 2019, not to mention scoring tons of social media reactions and interactions with their hashtag #ColaTruce.
While your budget may not be quite as large as Pepsi’s (the beverage brand’s budget was $1.7 million), you can still draw inspiration from this campaign that made out-of-home advertising work in their favor.
2019 was a good year for out-of-home advertising.
In September, The Dallas Cowboys took out-of-home marketing to the field, launching interactive “Pose with the Pros” kiosks at their stadium.
Through this interactive campaign, fans could snap pictures with virtual likenesses of the players.
After taking the photo, users could choose to share the image on social media or email it to themselves or others.
While on the surface, this campaign was simply a treat for Dallas Cowboys fans, it also had another motive.
Fueled by AT&T, the out-of-home advertising campaign allowed the company to demonstrate their 5G technology prowess.
The result AT&T CMO claimed: “We were able to create experiences that let people know how fundamentally different 5G is from LTE.” Not to mention some pretty happy Cowboys fans.
When you think of running, you don’t necessarily conjure the Reebok logo.
But all that changed when Reebok ran an out-of-home advertising campaign in Sweden that challenged passersby to run at a speed of 10.5 mph in exchange for a free pair of the brand’s ZPump 2.0 shoes.
The campaign took off, earning 300,000+ views on YouTube and 30,000+ shares on social media. Invariably, next time anyone who interacted with that billboard thinks of running, they’ll think of Reebok.
Whether you want to add to your existing digital marketing strategy or go fully OOH, there are many mediums you can use for innovative advertising.
From billboards to park benches, the out-of-home advertising opportunities are endless.
However, OOH advertising should be viewed as a long-term campaign—it’s unlikely that you’ll see the same immediate success experienced with your digital campaigns.
But don’t get disheartened. The return on investment for your OOH campaigns is definitely worth the wait.
What’s the best OOH advertisement you’ve ever seen?
How do you inspire customer loyalty?
PPC and social campaigns might not be the first things that come to mind—but maybe they should.
Most marketers focus on acquiring new customers when it comes to paid marketing.
That’s understandable—who wouldn’t want new customers?
Bringing in new customers can help your brand grow, but studies show that loyal customers are the lifeblood of your business.
There’s no disputing the value of retaining customers. But how exactly can you do it?
Here’s why loyalty matters and how to use your paid campaigns to not just drive sales but also build long-term relationships with loyal customers.
Why exactly does customer loyalty matter so much? After all, you could just focus on getting new customers, right?
Here are a few reasons why customer loyalty is critical to long-term business success.
Marketing costs money. Your exact budget will naturally vary based on your industry and size. However, the more competition you have, the more money you will need to spend to grab your market’s attention, create connections, and drive sales.
Loyal customers can help reduce expenses. It costs five times more to acquire a new customer than retaining an old one.
This makes sense—your current customer already knows about your brand, and at some point, they decided that your product or service was the right one for them. Cultivating relationships and building customer loyalty will help ensure they don’t only buy from you once, but continuously.
Word-of-mouth marketing is the most effective marketing strategy out there. This is because people are far more likely to trust their friends, family, and other consumers over brands.
Creating a trusted and reputable brand takes a lot of time and effort. Suppose you’ve already managed to show your existing customers that you are trustworthy. In that case, they can act as brand advocates by telling their family and friends about your amazing products or services.
Loyal customers spend more money, and they are far more likely to tell their friends and family about you. That valuable connection will naturally lead to an increase in sales.
Focusing your efforts on customer loyalty can also help you better understand your customers, improving your sales strategy, marketing efforts, and even guiding product development.
Studies show loyal customers convert easier and spend more on brands with whom they’ve built a relationship.
If you’re looking to foster stronger relationships with your customers, here’s how to do it.
Thanks to the digital age, it is now much easier to engage and connect with your customers.
Whether you communicate through social media, your company blog, or email newsletter, it has never been easier to stay connected.
How can you use this to build customer loyalty?
First, it’s essential to understand the value of platforms like social media to marketers.
Before the digital age, things were less complicated.
To get your market’s attention, all you had to do was run ads on TV, flyers, or relevant newspapers and magazines.
The challenge was that communication was all one-sided. You could talk at your customers, but not with them.
Now, the conversation can be two-sided.
With social channels such as Instagram and Facebook, you can run ads and get instant feedback from your customers. You can share when things are back in stock or answer questions about features.
This can be beneficial because with a limited number of characters, sometimes it’s difficult to say everything about a particular product or service.
When you engage with customers in the comments, you can provide additional information that wasn’t shared in the ad.
Just make sure to pay attention to your customers’ needs, wants, and concerns. This information gives you a clearer picture of who they are and what they need—informing all your future marketing efforts.
At its core, customer loyalty is all about building trust between you and your customers. To achieve this, you need to be genuine, honest, and transparent.
Transparency has become increasingly important to consumers, and this is something marketers need to keep in mind.
Sprout Social surveyed 1,000 US consumers and found that 86 percent say transparency from businesses is more important than ever before.
What does being “transparent” actually mean?
From the same survey, 59% of consumers defined transparency as businesses that were open with them, 49% highlighted honesty, and 53% said clarity.
In practice, this is as simple as being honest about your product or service.
Every product or service has certain limitations, and there’s nothing wrong with letting your customer know about them. If a customer reaches out to you or comments on an ad, it’s essential to share what your product can do and what it can’t do.
The more honest you are, the more likely your customers will know that they can trust you.
In addition to being trustworthy, be genuine while communicating with customers. Depending on your industry, this might mean using GIFs, casual language, or using industry slang.
Have you ever received a generic automatic email or text response from a company?
Did you feel like you were communicating with a brand? Or did you feel like you were speaking with a real person who knows and understands your needs?
People seek real connections with brands.
They don’t want to feel like they’re just another customer.
That’s why it’s essential to have someone in your team respond to customer questions or queries on your social channels. If you use automated responses (like a chatbot, for example), add a little personality to personalize the message instead of sending out a generic or robotic answer.
Above all, remember that your customer is a human being, and human beings want to feel appreciated.
To earn some points, show your appreciation for your loyal customers through little gestures like sending a personalized thank-you discount after they’ve completed a purchase.
Targeting loyal customers with ongoing campaigns will help your brand stick out.
If you’re struggling to find the right ad copy for your existing customers, you first need to understand them.
All this information will help you understand which ad copy will make the most sense.
For instance, if you own an e-commerce store and sell products for pregnant women and mothers with babies, you can create an ad focused on specific products that match their child’s current age.
One of the best ways to gain more ideas as to what existing customers are looking for is to pay attention to your most loyal customers’ interactions with your brand.
Look at the pain points they raise when interacting with you on social media or other channels.
For example, Harry’s doesn’t have to go far to see what scents their customers want. It’s right there on their ads.
Even just saying “Thanks for trying our product!” or “Glad you had a good experience!” when someone comments on an ad can make all the difference.
Sometimes your customers need a little motivation to stay loyal to your brand, even though they’ve bought from you before.
Although your product or service may be great, you still have a lot of competition. With the digital age, your customers are likely seeing other brand’s ads and engaging with them on social media.
So, how do you use paid ads to keep competitors from winning them over?
You can start with incentives!
Incentives have long been a key component for encouraging customer loyalty. Think of them as a way to give your customers another reason to love your brand and stick around.
Consider using paid ads to offer incentives such as:
In your ads, highlight the discount or credit amount your customers will receive if they continue purchasing from you. Make it feel special by offering it for “loyal customers” or as a “welcome back” offer.
If you’re selling a product with an upgrade (like an app or monthly membership box), offer current customers an incentive, like a discount or free shipping, if they decide to stick with your product and get the upgrade.
Did you know that 43% of rewards expire before they are redeemed? To ensure that your customers redeem their rewards, consider using retargeting ads to remind them to use their points before they expire.
Social proof is essential to inspire customer loyalty and encourage new sales.
Research shows that reviews impact the buying process.
How can you use this in your PPC and ad campaigns?
Leverage stats from your customer success stories that prove your product or service’s value.
For instance, “See why 10,000 customers recommend our toothbrushes!” or “Read how we’ve helped 5,000 people lose weight through our program!”
This type of ad copy establishes the value of your product and shows them other customers like your business.
Your loyal customers are the most valuable component of your growing business.
They’ll continue purchasing your products—even if they aren’t on sale.
Loyal customers can also act as brand ambassadors and spread the word to their family and friends about how great your brand is.
By now, you should have some ideas on how you can use your paid ad campaigns to encourage customer loyalty further.
What are some unique ways you plan on building customer loyalty? Share in the comments sections below.
The post How to Build Customer Loyalty Through Paid Ad Campaigns appeared first on Neil Patel.
Not sure what a 302 redirect is or when to use them? Are you curious about the impact on your SEO efforts?
I’ve got good news: 302 redirects are actually pretty simple. At its core, a 302 redirect is a way to tell search engines and users that a page has moved temporarily and to direct them to a new page for a short period.
Simple enough, right?
The problem is using the wrong redirect can significantly impact SEO and user experience. This is why getting the redirect right is crucial to your overall digital marketing strategy.
So what’s the difference between the types of redirects, and when should you use a 302? Here’s what you need to know.
A 302 redirect is an HTTP response status code that tells search engines a page has moved, but only temporarily. It then directs users (and search engines) to the new, temporary page.
A 301 redirect is a server-side HTTP response status code that tells users and search engines a page has permanently moved, and it won’t be coming back.
For users, there’s little difference between the two types of redirects. They get sent to a new (hopefully more useful) page regardless of the redirect type.
The core difference between a 302 redirect and a 301 redirect is the amount of time the redirect is in place, but a 302 also leaves something important behind: link equity and page rank.
When you use a 302 redirect, the original page usually maintains its Google ranking, so it shouldn’t impact your SEO efforts. However, a 301 redirect causes the original page to lose ranking and can cause it to be deindexed by search engines.
According to Google, the main reasons to use a 301 (permanent) redirect are:
You might also use a 301 redirect when switching from HTTP to HTTPS or when you merge two related pages. Any time you move a page and have no intentions of bringing it back, use a 301.
When you use a 301 redirect, the original page is no longer considered by Google, which is the main reason you want to ensure you use the correct type of redirect.
Say you’ve spent years establishing a pillar content page to rank for a key term in your industry. You decide to take the page down for a few days to redesign and update the page. If you use a 301 redirect, Google thinks the page is gone forever and removes the page from indexing.
Use a 302 and Google knows the page is coming back.
The type of redirect you use severely impacts your SEO, so make sure you always use the correct type for the situation.
So, what are the exact benefits of using a 302 redirect? Not all redirects are created equal, and using the wrong redirect can have a severe impact on your site’s SEO, as we’ve already covered.
Remember, a 301 redirect is permanent. You are telling Google and users that the page is gone and will never return. If the change is not permanent, you’ll want to use a 302 redirect.
Here are a few benefits of using a 302 over a 301 redirect.
Few things are more frustrating than clicking on a link and not finding the content you expect. It’s enough to send most users back to the search results (and to a competitor).
A 302 redirect makes sure users and search engines always find the content they are looking for. For example, if a product is temporarily out of stock, you might use a 302 redirect to send customers to a related product page or a page letting them know when the product is likely to be back in stock. You might also use a 302 to send users to related content while you redesign a pillar content page.
Unlike 301 pages, 302 redirects are temporary, which means you can switch back at any time. This provides a lot of flexibility for site owners. For example, you could temporarily send site users to a related page while you redesign a landing page.
Because the switch is temporary, Google won’t remove the page from search results or otherwise devalue the page in its ranking.
A 302 redirect tells Google (and all other search engines) that the move is temporary and preserves the page’s ranking and link equity. As a result, implementing the redirect shouldn’t impact your SEO. That means all your hard work won’t be in vain!
When the page no longer needs to be redirected, simply remove the redirect, and your SEO shouldn’t be affected.
Creating a 301 redirect requires access to your server, which means most digital marketers and site owners have to enlist the help of a developer to implement a 301 redirect. 302 redirects, however, can be created relatively easily using meta tags or a WordPress plugin. That means you can quickly implement them and easily take them down.
Note: Do not use 302 redirects when permanently moving a page just because they are easier. If a page move is permanent, always use a 301 redirect. Depending on your site, 301 redirects might be easy enough to create. If you aren’t sure where to start, head to your host’s knowledge base or look for a WordPress plugin.
Remember, the core difference between 301 and 302 redirects is the permanency of the move. If you are moving a page for a short time, you’ll want to use a 302 redirect to preserve the original page’s integrity (and ranking).
Let’s look at a few examples of when you’d want to use a 302.
A 302 redirect makes no practical difference for users. They still get sent to the new page regardless. For search engines, however, the temporary nature of the switch is crucial.
Essentially, you are telling search engines, “Hey, don’t worry about this page right now; the other page will be back soon.”
If you are confident the move is temporary, 302 is the way to go. For example, you might move a page temporarily because:
Another reason to use a temporary redirect is when a page (or website) is under development. Extensive redesigns might require taking your site offline, which can be frustrating for users and confusing for search engines.
Rather than leaving users hanging, a temporary redirect lets them know the page or site will be back very soon.
In this situation, you might send users to an email sign-up page or to offer a countdown clock so they know when the site will be back. Here’s an example of a countdown page from Themeforest with a countdown clock:
The page also offers links to social media accounts to help build a social media presence.
You might also use a 302 redirect when a page is broken or inactive. You don’t want users to land on a blank page (or get a 404 error), so a temporary redirect may be the way to go. Remember, only use a 302 if you plan to bring the page back.
For example, the content might be inactive because you run a semi-annual sign-up period for a membership site or you have a landing page for a recurring webinar that’s currently unavailable. A 302 should ensure the site maintains its SEO ranking and is ready to go when you want to reactivate the page.
Think about the last time you tried to order an item online, only to find out the product was no longer in stock. You were so close to having that item in your hands, only to find out it’s gone, and you have no idea when it might be available again.
It’s frustrating, and you’re likely to head to a competitor to complete your purchase. This is why stockouts (when a product is out of stock or unavailable) can hurt overall revenue and impact brand trust.
The reality is, items will sometimes go out of stock. It’s just part of doing business. A manufacturer might run out, or the supply chain might otherwise be impacted by something out of your control.
While you might not always be able to control stockouts, you can use redirects to preserve user experience. For example, you might use a 302 redirect to send users to a waitlist page, like this one:
You could also send users to a related product (just be sure to let them know!). When the product is back in stock, you can reactivate the original page and preserve all that SEO you worked so hard for.
Whether you are in e-commerce, the service industry, or run a local business, A/B testing is crucial to your bottom line. A/B testing allows you to test two different versions of the same page to see which version drives conversions, sales, or any other behavior you want users to take.
For example, I used A/B testing to figure out which CTAs to use in the sidebar of my website.
It turns out, the orange button converted much better than other colors.
Here’s another example of the power of A/B testing: WallMonkeys, a company offering wall decals and murals, increased conversions by 550% by using A/B testing to figure out what site users were more likely to respond to.
So where do 302 redirects come into play?
Well, you don’t want to permanently redirect your page because you might find out the original page was the best! Instead, use a 302 redirect to temporarily send a portion of your users to the adjusted page without losing your ranking. When the test is over, you can remove the redirect and go right back to normal.
If you are struggling with A/B testing, check out this guide for creating a winning A/B testing strategy.
If you aren’t already offering a mobile-friendly website, it is past time to do so. Seriously. Google moved to mobile-first indexing in the summer of 2019.
Your site should already work well on both mobile and desktop, but there are some reasons why you might still have a mobile version of a website.
For example, a banking app might offer a streamlined version of their website for mobile users, or they might find most mobile users are looking for a branch location. A 302 can send those users to the most useful page. You might also use a streamlined navigation bar for mobile and allow desktop users to access the complete version.
In both cases, a 302 redirect ensures every user lands on the site most useful to them.
Redirects can get confusing: 301s, 302s, plus 404 errors for when pages are broken.
Navigating these can be a pain if you are not a developer or a technical SEO expert. Hopefully, I’ve helped you better understand when and why you’d want to use 302 redirects on your site.
Here’s the TL;DR version: 302 redirects are temporary and generally preserve the SEO of the original page. 301 pages are permanent and tell search engines to disregard the old page in favor of the new page.
Now that you understand the difference, make sure to implement the right one on your site.
Have you used a temporary redirect before? What challenges did you face?