It’s exciting any time you add a new LED pixel display to your business exterior, but even more so when you have a digital sign. To make the most of your new sign, take a strategic approach that sends a cohesive message. From your website to your social media, email marketing, online ads, and more. Here’s how to add your LED pixel display to your cross-channel marketing mix.
#1 Perform New Market Research
Before you launch any new marketing initiatives, you should revisit current market trends. This includes performing a competitive analysis and searching for new and evolving trends—both nationwide and globally. With the rapid rate at which things change, this research should be performed no less than once per quarter. Some companies use specialized marketing tools that allows them to get a leg up on the competition. Tools like Ahrefs, SEM Rush, and Screaming Frog are just a few of these marketing tools.
This will help you to identify new demographics and new solutions you may be able to provide for your existing clients. It may even inspire new products.
#2 Re-Segment Your Subscribers
If you have yet to set up email automation, now is the time. If email automation is set up, take a deep dive into your internal data. This should include company-wide data (both sales and marketing) that is compiled with analytics software.
You are searching for new user habits and new user wants and needs per your frequently asked questions. You are likely to find a spike in some demographics and a decrease in others. Your end objective is to re-segment your email subscribers to ensure that the messaging they are sent hyper-targets their needs.
Knowledge is power, so be sure to communicate the evolving market and consumer trends you identify with your team. This can be achieved by placing key data points on an LED pixel display in the employee break room.
#3 Curate New Landing Pages
With your new demographics in place, it’s time to create some new landing pages. These pages are in addition to your primary website menu and are only intended for marketing purposes.
The content on each landing page can be short and sweet, 100 to 300 words are sufficient. Design two different landing pages for each of the demographics you want to target. Use a different headline, image, and page text. This allows you to perform an A/B split test.
While you can sell a product or service on your landing page, getting a lead to opt-in is the first objective. A sale is the end goal, but it often takes 6 to 8 marketing touches before a lead makes a purchase. This strategy “captures” your lead so that you can nurture them. Lead nurturing also helps to minimize your website abandonment rate, while increasing your returning visitor rate.
You can increase your lead opt-in rate by offering a free gift, such as:
- Tips list
- Checklist
- eBook
- Case study
- Infographic
- Free video
- Free training series
- Daily inspirational emails
- Monthly newsletter
Now, it’s time to create a few digital ads that link to your landing pages.
#4 Select Your Ad Locations
Now it’s time to get your leads to your landing page. We’ll get to LED pixel display ads in a bit but, let’s cover your online ad options first.
To make the most of your ads, place them in locations that your demographic frequents. We’ll talk about this a bit more in the social media section. For the highest cost-per-acquisition, place your ads appropriately.
This might include:
- PPC search engine ads
- Social media ads / sponsored posts
- In-game ads
- In-app ads
- Sponsored blogs and articles
- Paid banner ads
PPC ads and sponsored blogs and articles can be expensive, social media and banner ads are mid-range, and in-app and in-game ads are the least expensive.
PPC—an insider tip for PPC is to invest in one of the less popular search engines. While Google is the most popular, you may have less competition, lower cost per click, and lower cost per acquisition on Bing or Yahoo!.
Social media ads—social media platforms provide you with a variety of ad options to achieve different objectives. This includes gaining new page followers, page likes, page engagement, routing to your landing page, and direct opt-in subscribers, and more.
Just like with your landing page, test two different ad headlines, images, and page text for an A/B split test. When you find an ad that generates a high level of engagement, consider a modified ad for your LED pixel display.
#5 Social Media
The average business has 2 to 3 social media channels. While you may be tempted to have more, you may not need more. What you must do though, is go where your clients go. Or rather, create a business page and remain active on that page. For example, only 11% of TikTok users are over the age of 50 and 47% are under the age of 30. So, if your primary demographics are 40+, TikTok isn’t your most effective social media channel.
In addition to paid social media ads, continue to post strategically on your page—3 to 5 days a week. Avoid the most common mistakes newer businesses make, which is to only post sales-heavy content. Instead, aim to engage and provide content that adds value and supports your brand identity. When you include your product or service in a post, answer FAQs or share photos or videos of your product in action. Better yet, if it’s a customer using your product.
#6 Blogs And Articles
Blog posts on your website add a steady stream of new keywords, which helps to boost your page rank—and increases organic website traffic. Articles that you pay to post on other websites help to drive qualified leads back to your website.
Just like social media posts, avoid the temptation to post sales-heavy content. For best results, blog posts should be between 1,000 words and 2,500 words, and you should post at least once per week.
#7 LED Pixel Display
As you can see, many of the strategies above are designed to encourage leads to go from one marketing channel to another. This is called cross-channel marketing. While most forms of digital marketing are accessed from a computer, laptop, notebook, or smartphone—don’t count out digital displays.
Buying ad space or posting your own sign in a strategic location that is frequented by your demographic helps you reach people while on the go.
