With today’s digital capabilities, you can now distinguish yourself from your competition and reach out exclusively to your target audience. In this article, an expert explains the top trends in digital marketing and shows you how you can effectively target new recruits for your martial arts school.
The most common digital marketing tactics being used today are: Retargeting, Geo-Fencing, Geo-Conquesting, Historical Retargeting, and Behavioral/Contextual Targeting.
Martial arts school owners and entrepreneurs should be aware of and start using them today. Here, I’ll explain why and how to apply them.
Have you ever heard of this online commerce website named Amazon.com? Have you ever searched for something on its website and not purchased whatever you were looking at?
What usually happens next? Say that there you are checking out your Facebook feed, when what appears on your feed? Yep! That exact same thing you were shopping for on Amazon. This is what is known as “retargeting.”
Rather than wait for a prospect to reach out to you, you can now “follow” anyone who visits your website after he or she leaves. Much like that new pair of shoes from Amazon that keeps following you around the web, you can now follow anyone, no matter where he or she goes online, after they leave your website.
This is done by placing a tracking pixel on your site. A pixel is a simple HTML code that can be placed on any page of your website. If you want to be even more sophisticated with your website retargeting, create a different type of display ad for each last page visited.
This technique is one of my favorites. The ability to track a person’s location has been around for a long time. The ancient Greeks used the triangulation of the stars to calculate their location. While the technology has evolved considerably, the philosophy of geo-fencing remains the same today.
Think of geo-fencing as a digital “fence” that you can place around any location in the world. Not just a circle radius, but an exact-detailed fence around any specific location. Once the “digital fence” is in place, anyone using a GPS-enabled device that enters that “digital fence” can then be tracked with ads after they leave the geo-fenced location.
Today, using geo-fencing, you can draw an exact digital fence around any martial sports event. Anyone that attended the event could be targeted on his or her mobile device. Not only could they see an ad at the event, but more importantly, they could be retargeted on their mobile phones with display ads for weeks after the event was over.
When using geo-fencing, you can choose an area as wide or as narrow as you like. You can geo-fence the entire country, a state, a city or a neighborhood. The technology is getting so advanced that there are now certain areas where digital “trip wires” can be placed in front of doorways.
This marketing tactic is very similar to geo-fencing, except when you target direct competitors. The most common use of geo-conquesting is among car dealerships. When a potential car buyer visits one dealership, he or she will see an ad from a competing dealership down the street.
A famous real-life example is when Dunkin’ Donuts, with great success, geo-conquested nearby Starbucks with a compelling offer for coffee. They offered existing Starbucks customers a simple coupon offer worth $1.00 off a coffee purchase. They were able to take a significant amount of market share away from the local Starbucks.
Think of this as geo-fencing on steroids. Knowing where your potential customers have been is just as important as knowing where they are going. Knowing their past locations also gives us an indication of pattern and helps us determine where they will go next.
It’s now possible to not only geo-fence a future location, but you can also time travel. It’s now possible to go back in time and target someone today based on where they were up to six months ago. Using GPS historical data, you can track down the exact day and time of an event that previously happened and retarget someone with an ad today.
You can even “day part” the event. Meaning, only track people that were at an event during a certain time frame of that day.
#5 Behavioral Contextual targeting
Remember when I said everything we search online is tracked? Google and YouTube aren’t the only websites with search engines. There are millions of websites with some kind of search bar. Pinterest, Ebay, Amazon and millions of other sites have search bars.
The search bars are intended to help users easily find things from that particular website. However, these searches can leave behind digital breadcrumbs that allow other companies to track people’s search habits.
Behavioral targeting uses these breadcrumbs and clues and will serve ads based on your search patterns. If you show a pattern of searching for similar things on different websites across the web, then a behavioral targeting algorithm can determine what ads are relevant to you.
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