Buyer Journey

Not Our First Rodeo

Even though this wasn’t our first rodeo, SHSMD Connections 2021 didn’t disappoint. We had great conversations with so many show-goers, and we got to do one of our favorite things – talk new mover marketing.

In previous years, SHSMD Connections has brought quite the large crowd. Yet, with the needed precautions due to COVID-19, this year’s show created a much smaller, more intimate setting. Although we weren’t sure how the event would pan out, the smaller turnout gave Strata the chance to really chat with others in the industry, and learn more about the needs and wants of healthcare marketers.

About the Show & Our Experience

This year, two of our employees attended the conference in San Antonio, Texas from September 19-21. With Strata’s booth being front and center as guests entered the exhibit hall, our exposure was unmatched, giving us many great moments for conversation. Our bright orange and yellow (recently refreshed) colors kept the atmosphere light and fun, making it easy for the team to meet as many new contacts as possible while also connecting with familiar faces.

We’re really looking forward to seeing, post-show, how these connections flourish and how we can help healthcare marketers and others within the industry with their new mover marketing endeavors.

Our Takeaways

Our presentation of SmartMove and all that we offer was a huge success, and the feedback we were given emphasized the significant need for our services. Healthcare facilities aren’t just looking for direct marketing, but direct marketing that will make an impact and target the right people at the right time. Whether attendees were familiar with new mover marketing or not, our team educated them on Strata’s personalized touch and efficient processes.

But, not only did Strata come prepared to share our services – but prepared and excited to learn! On their breaks, the Strata team attended numerous breakout sessions and learned about everything from inclusion and diversity in the workplace, to problem solving, engagement, and leadership strategies. They even had the chance to hear from Burl Stamp, President and Founder of Stamp & Chase, who discussed how to properly and effectively engage with and lead teams, customers, and communities (especially post pandemic).

Another great session that the team partook in was Derreck Kayongo’s keynote. Derreck presented on the topic of company culture and how to tackle the subject of company diversity head on, by sharing stories of his own childhood to his own organization, the Global Soap Project. Derreck did a phenomenal job guiding the audience through diversity and inclusion problems, and how they impact the corporate bottom line. He left the crowd speechless. The team was incredibly grateful to have attended and listened in on such impactful conversations, and are so excited to not only come back with some new connections, but with takeaways to strengthen Strata’s services and culture.  

Our Final Thoughts

Overall, SHSMD 2021 was a success for Strata. While it may not have looked like conferences of years past, we’re glad our team had great conversations and made solid connections with those that could attend. Not to mention, our promo items were a hit! See you next year, SHSMD!

Didn’t get to swing by and meet us at the show? Contact us today to see how we can help!

San Antonio, Here We Come!

At Strata, one of our favorite things to do is talk marketing. We’re problem solvers, and we pride ourselves on helping industries overcome their marketing challenges. With healthcare marketing being one of our many specialties, we’re excited to announce that the Strata team is heading back to the annual SHSMD Connections Conference in San Antonio, Texas from September 19th-21st, and we couldn’t be more excited!

SHSMD? What’s That?

For those who’ve never heard of SHSMD (aka the Society for Health Care Strategy & Marketing Development), it’s an AHA professional membership group that focuses on how the industry can evolve and change with new strategies, marketing, and technology, serving more than 4,000 members.

This year, SHSMD is celebrating the 25th anniversary of their annual “Connections” conference, and we can’t wait to connect with some of the industry’s best marketing and communications strategists. It’s been two years since we’ve been able to interact with these professionals in person, and we’re excited to be able to once again inform, challenge and validate their thinking, while also learning from the conference’s guest speakers from all over the country.

What We’re Looking Forward to & What We’re Bringing

This isn’t our first rodeo (even though it’s our first time going to Texas), as we’ve attended this conference for 20+ years. However, this will be our first time back with a refreshed look, thanks to our 2020 brand refresh. As marketing experts with almost 30 years of experience, we’re excited to bring our expertise to the show, and create some new, long-lasting relationships.

It’s clear that the healthcare landscape is evolving faster than ever, and to stay competitive, hospital systems need to start looking at marketing as a strategy rather than an afterthought. We plan to go into the show with an open mindset and to educate healthcare industries on the importance of New Mover Marketing and how SmartMove can help them achieve their patient acquisition goals.

If you don’t know who (or what) we do, Strata offers a wide range of client-driven solutions to help companies solve complex marketing and communications challenges. We’re a lot of things (innovators, go-getters, marketing experts), but we’re people first—and we know you are, too. That’s why we believe the best way to help a business achieve its marketing goals is by focusing on the people who work there.

Learn More

If you’re attending this year, stop by booth 216 to learn more about how Strata can help you with your marketing efforts. We can’t wait to meet you!

If you’re not attending the upcoming conference- no worries. Contact us today to discuss your own personal marketing plan from the comfort of your own home.

A Strata YouTube Channel Original

We’ve all heard the saying “know your audience” before, but what does it really mean, and how will it help you plan your next multichannel marketing campaign? In our most recent YouTube video, we dive into some tips & tricks for targeting your perfect multichannel campaign audience.

Really Know Your Audience

Before you even start your campaign, you need to nail down who your audience is and why you’re targeting them. Recent surveys show that 74% of consumers get frustrated when they receive content that has absolutely nothing to do with their interests, which is the main reason companies are quickly switching to multichannel marketing campaigns – designed to be customer-centric, provide a top-tier experience, and drive high ROI. But success still comes down to how well you know your audience, which is why it’s so important to create accurate customer personas. A persona is simply a fictional character that represents the ideals and motives of your target audience. Some common (and extremely useful) research tactics to create correct customer personas are researching buying habits, consumer preferences, search behaviors, and communication methods. Don’t limit yourself to just one persona if it’s useful to create more! You can utilize several different personas depending on how diverse your target market is. It’s important to think beyond your “classic customer,” and diversify your buyer profiles.

The Buyer Journey

Outlining and creating a framework for your buyer’s journey will dramatically affect your sales. Some key questions to ask yourself to understand their journey are:

  • “What purchases are being made?”
  • “Where are the purchases coming from?”
  • “How are they making purchases?”

These questions will help you build a premium customer experience from campaign start to finish. The more data you’re able to acquire on their buying habits/decisions, the better you’ll be at mapping out their customer journey. After narrowing down your audience, you can better source all imagery, content, and workflows they’ll come across throughout the campaign.

Want to learn more about perfecting your multichannel marketing audience? Click on the video below to hear more on this topic from our Marketing and Social Media Coordinator, Bridget. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe your first) multichannel campaign started.

How to Take Advantage of These
Tiny Lapses of Time

In today’s digital world, whether we realize it or not, we’re surrounded by buzzwords. As we evolve and try to keep up with the newest technology and trends, these buzzwords continue to evolve as well. These terms can be intimidating if you’re new to the digital marketing realm. However, they’re usually simply better ways to understand digital strategies, tactics, and optimizations available to your company. The more comfortable you get with buzzwords, the more involved your company can be with this ever-changing digital world, especially over your competitors. In this first blog of the “Buzzword Alert” series, we’ll be breaking down a very popular buzzword – the “micro-moment.”

Micro-Moments – What Are They?

“I want it NOW” is what today’s buyers are saying during their buying journey. They want immediate gratification, and they’re making decisions faster than ever before. This moment of instant need is called a “micro-moment”; the moment of intention when a consumer turns to their device to act on a need or want. Micro-moments are intent-rich moments when decisions are made and preferences are shaped. In these specific moments, consumer expectations are higher than ever. Whether they’re looking to learn something, do something, discover, watch, or buy, they want to act in that exact moment. Since consumers are never too far from their devices and can find just about anything by the click of a button (91% of people use their mobile device to research information in the middle of a task), micro-moments are a game changer for many companies.

Why is it Beneficial to Know About These Moments?

Like we said, it’s so easy for consumers to quickly find something on their phones, giving your company the opportunity to utilize keyword research tools and social listening to help better understand where, when, and how they’re making purchasing decisions. These tactics will allow you to better optimize your products and services in real time based on your customer’s needs. And ultimately, this strategy will put you in a great spot (over your competitors) to offer more personalized content for your customers. If your company’s site pops up at the right moment and offers a buyer what they want, your brand’s performed a successful customer engagement. Maybe they’ll bookmark your page for later, send a link in a text message, watch a video, or – the end goal – buy your product.

How to Effectively Show Up in These Moments

Once you understand when and where your current and potential customers are showing up, make sure you are as well. The best way to show up and present your brand in these moments is to strategize being responsive and supportive. It’s one thing to make yourself available, but another to know how and what works best for your audience. Whether this is through a chat box, pop-up ad, or video, create a strategy that works across multiple channels so you don’t miss any potential customers. Usually, the more places you are, the better. Of online consumers, 69% agree that the quality, timing, and/or relevance of a company’s message influences their perception of that company’s brand. Make sure that when your customers are in these moments, they’re experiencing relevant content that resonates with them. Customers want deeper levels of engagement, so if you’re going to appear within their micro-moments, make your content something worth clicking on. With relevant information comes an effortless process to deliver it. Make your message intriguing yet simple to understand to minimize the chances of customer drop off. And if they do drop off – be sure to retarget. Autopilot found that brands who stay in touch with consumers every two to four weeks generate twice as many leads as brands who don’t. 

See These Moments in Action

Here’s an example of relevant and easy placement. You’re on your computer streaming your favorite show and – in this moment – ads for the brand “Missguided” appears – offering relevant, related content. This clothing company’s advertising the same clothing women are wearing on the show you’re streaming. The brand’s realized that their target audience is often interested in this show, providing them the perfect moment to bring these outfits to your attention.

Another example? L’Oréal’s created a personalized mobile app called “Makeup Genius.” Within this app, when you take a picture of yourself, you receive customized makeup recommendations. These are rendered on the screen, and soon after, the app allows you to purchase the recommended makeup right from your phone. Here, L’Oréal both creates and takes advantage of these micro-moments of need.

In marketing, the name of the game is thinking ahead and being one step in front of your competitors and consumers. Micro-moments are all about showing up at the right time and place, with relevant and easy-to-digest information.

Interested in working micro-moments into your next digital marketing campaign? We are here to help! Contact us.

Bring Your Campaign to the Next Level

With over 40 million people moving every year, there’s a huge market for new customers moving into your target area. That said, many businesses have no idea where to start when it comes to targeting and reaching these new movers. Today, we’ll give you an overview of what new mover marketing is, the customer journey that a new mover takes, and the best channels and campaigns to reach them. Let’s dive in!

From Movers to Buyers

One of the most important things to realize about new movers is that they’re currently nobody’s loyal customer (yet). They’re a key group to target because they’re open to new businesses and products, and on average, develop 72 or more new business relationships within one year of moving. They’re also 5 times more loyal than your regular customer due to being new to the area. Once they find something they like, they’re willing to frequently buy it with ease. Making up 17% of the U.S. population, you can’t afford to miss these walking (and unpacking) opportunities. So, how are their (frequently loyal) buying habits formed? New movers are heavily influenced by timing. Whether you contact them before or after their move decides how they feel about your communication, and what they’ll do about it…

Pre-Move Buying Habits

Data shows that movers begin to stock up on home items right before they move. Products such as kitchen utensils, light fixtures, and everyday household tools are high on their list during this pre-move time.

Post-Move Buying Habits

After their move, new home buyers are likely to spend an average of $9,400, while renters spend around $4,700. Still, this number varies with age, area and demographic. Most of these buying decisions are made within the first few months of moving, which makes it the best time for your company to make contact, introduce yourself, and showcase your product.

A new mover’s first purchases will depend on their personal needs and priorities. For instance, a mover with medical needs may find a doctor immediately, while a mover with a large family may first find a new grocery store. Either way, they’ll have to find both eventually – and it’s likely they will within the first few months. Thankfully, new movers don’t need to be convinced to buy (they’re already more than ready), you’ll just need to convince them to make the right buy (from your company).

Staying in Touch

It’s not only important to get in touch with these potential loyal customers, but to stay in touch. After making a strong first impression, you’ll want to make more points of contact to ensure your company stays top of mind. It’s essential you have a good combination of marketing across several channels that are strategically picked and placed.

New Mover Marketing Tactics

There are several ways to reach these new movers, first, but since we’re experts – we’ll tell you the best ones. First is direct mail. Direct mail ideally arrives at the same time or a few days after new movers enter your neighborhood. Delivering direct mail that welcomes and attracts the new mover while introducing your business is a great way to begin an ongoing relationship. And the stats back this up – as 40% of consumers try new businesses after receiving direct mail. Direct mail is perfect as a first touch to new movers, as it’s personalized, meets them in their new home, and catches them at the right time.

A great way to ensure this direct mail delivers ROI is through BRCs (business reply cards) or eBRCs with incentives. A BRC is a vehicle that allows a prospective customer to provide information to send back to your business, and if incentivized, can return high response rates and bring you valuable customer data.

What’s the next best channel for reaching new movers? Digital advertising. Hand in hand with direct mail, digital ads can create brand awareness, link to your chosen landing page, and target specific online audiences. Digital advertisement placement and audience targeting are the top optimization tactics used by advertisers today.

Email is next – and combined with both direct mail and digital ads, email can be that final touch that brings your company new customers. Using either the BRC information or engagement with digital ads, emails are easy to obtain, making it almost effortless to add new customers to your automated or personalized promotional email campaigns.

The Visible Influence

New mover marketing allows marketers to influence movers’ buying decisions from the beginning of their move all the way until they walk into your doors. It’s about building immediate and vital relationships – because once a new mover buys from you and your shop, they’re 90% more likely to become a repeat customer.

If you want to dig even deeper, it’s smart to use a program that gives your business insight into your customers – such as live statistics and touchpoint behaviors. These meaningful insights will allow your shop to make enhancements on the fly and improve your campaigns, ultimately increasing ROI.

If you successfully target new movers, create convenient touchpoints that meet their needs, and maintain conversation as they have questions and reach out, the new mover will not only finish their journey as a customer, but as a loyal, repeat one. Looking for ways to incorporate a new mover marketing strategy into your next campaign? With years and years (and years) of experience under our belts, we’re new mover marketing experts. Contact us today.

A Strata YouTube Channel Original

Throughout your workday, you might hear the term “Multichannel Marketing” being thrown around casually, and not have the slightest clue of what it’s referring to. That’s okay! We understand that it can sound like an intimidating subject. While up to 95% of marketers say they understand the importance of multichannel marketing for targeting, only 73% say they hjave a multichannel strategy set in place. At its core, Multichannel Marketing is a simple concept that can help your company’s overall marketing campaigns and execution excel. Read along as we walk you through this falsely intimidating marketing concept.

What is Multichannel Marketing?

In a nutshell, multichannel marketing is a strategy that uses a combination of indirect and direct communication channels. With these channels, you’re able to reach all of your clients, prospects, and customers with a multifaceted campaign that can do wonders for your company. Multichannel campaigns are all about distributing the right content to the right people at the right time. Whether it’s by direct mail, digital ads, social, websites, or brick and mortar stores, multichannel marketing can be anywhere and everywhere so that your customers can take action and respond to the channel of their choice. You basically open a window of endless communication possibilities, and let your customers respond on their own terms. There’s no forced communication, because the advertising experience is controlled by the pace of the customer.

98% of Americans switch between multiple devices in one day. If that statistic isn’t enough to make you believe in multichannel marketing’s power, then we don’t know what is. Traditional marketing tactics work, but multichannel marketing is unique because it meets customers where they are along their journey instead of at one single spot. For this reason, multichannel marketing is never a “one size fits all” approach. It requires marketing readiness on multiple channels, especially since 86% of shoppers regularly channel-hop across a minimum of two mediums.

Ready to Learn More?

If we’ve piqued your interest and you’re ready to enhance your multichannel marketing knowledge, check out our YouTube channel or click the video below. Our Marketing Manager, Caitlin, will give you a quick three-minute explanation on this ever-popular topic, or if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe your first) multichannel campaign started.

An Intro to Omnichannel Marketing

What is Omnichannel Marketing Anyway?

In the past, before the great omnichannel marketing came about, many businesses solely relied on one-touch marketing campaigns that would die upon completion. They’d send out one piece of direct mail – one digital ad – one email – and expect a plethora of results. Whatever the trend of the moment was, that’s what they’d focus on, and only that.

Omnichannel marketing is “a cross-channel content strategy used to improve the customer experience and drive better relationships across all possible channels and touchpoints.” It takes all of the most relevant trends combined with multiple marketing touches to reach people how, when, and where they are, and provide them with the best customer experience, whether that experience be point-of-sale, digital, or physical. It meets customers where they are in the buyer journey with unified and steady messaging, instead of at a stop along the way.

At the end of the day, omnichannel marketing is all about driving better relationships – and targeting prospects and customers with the right messages, in the right places, at the right times.

Multichannel vs. Omnichannel

These sound very similar, and although they’re both great trends and important marketing tactics, they’re not one and the same. While omnichannel marketing, like we said above, is multiple marketing touches along the buyer’s journey, creating unified and steady messaging, multichannel marketing is interacting with potential customers on various platforms – but not necessarily messaging that’s tied together seamlessly and consistently. Multichannel marketing could mean you’re using print ads, retail locations, a website, promotional events, product packaging, and WOMM, but they may not all convey the same communication.

Here’s a trick to easily remember the difference:

  • Multi means many (simply enabling each touch point), and casting the widest net to connect with the most customers
  • Onmi means all (all touchpoints convey the same message to all customers), which focuses on building stronger relationships between consumers and brands

The Importance of Omnichannel

Omnichannel marketing can be great for many aspects of your business. Like we said, it can and will, if used correctly, attract the right people, at the right place, at the right time. In the digital age of 2021, it’s more important than ever to utilize technology to accurately find and target these recipients. Use omnichannel marketing to do the following for your company…

  • Boost customer loyalty: Ensuring consistent messaging across all platforms, and going further to offer personalized experiences for each audience member, creates a better brand image and increases customer satisfaction
  • Improve brand recall: Making sure your brand is represented in the same way across platforms and devices can produce better customer recollection
  • Increase revenue: Content personalization, WOM marketing, and again, consistent messaging, can help retain and attract new customers
  • Utilize purchasing patterns: 73% of shoppers use multiple channels during their purchasing journey, so capture your current audience and expand your content to reach a broader scope of your customers

Example of Omnichannel Marketing

To help you better understand how omnichannel marketing works, we’ve put together an example of omnichannel touchpoints along the customer journey, below:

Customer receiving text message about sales promo while in store -> Customer receiving an empty cart email at checkout -> Customer receiving retargeting digital and/or print ad

How to Get Started

Before jumping in and creating the marketing touchpoints of an omnichannel campaign, think about the customer first. Review all of your current touchpoints, and evaluate whether they provide a positive, consistent, and branded experience. Get to know your customer base even better by developing buyer personas and understanding their needs, wants, behaviors, demographics, preferences, goals, and more. Lastly, do a ton of tracking and research, hire the right guru, or choose the right partners to get going. Here at Strata we have data providers, digital advertising specialists, direct mail experts, and analytics and reporting professionals, all on staff and ready to help you – taking the guess work out of the entire process.

Still not sold? How about these statistics…brands experience a 287% higher purchase rate when using three or more channels, and companies with well-defined omnichannel customer experience strategies in place achieve a 91% higher year-over-year increase in customer retention rate on average.

Don’t wait to take advantage of what Omnichannel Campaign Marketing can do for your business. Click here to see how we can help.