WSI www Experts Trinidad and Tobago

The internet has opened up the world to more people in more places. You can connect with a business across the globe in an instant, or communicate with far flung contacts. But for marketers, the world is getting smaller. Mobile marketing in Trinidad and Tobago may become more likely to connect locally.

Keep it close

Recent surveys in the U.S. Show that the percentage of mobile users finding local information is growing. The same could become trend in Trinidad and Tobago. The Pew Internet survey found that nearly three-quarters of adult smartphone users, and 46% mobile phone users accessed location-based information services.

These services include GPS enabled map services or reviews of nearby attractions accessed via app or mobile browser. These numbers are up significantly since the previous year.

So, the question is, how do you tap into those locally minded consumers? There are a few ways to get into the local game.

•   Geo-targeted alerts: Send messages to people in a particular area, alerting them to offers.
•   Location-aware apps: Ping consumer’s location and provide them with a variety of experiences based on where they are.          (If you’re an Android user, see this on the best free location apps. for that device)
•   Location-based loyalty programs: Users can earn reward points at businesses when they use their loyalty cards to check in on Four Square, or in Facebook status updates. In other words, the more they advertise that they are at your business, they get a little something in return.
•   Geofencing: a virtual perimeter around a business is set up, and anyone entering or leaving the area can receive texts on an opt-in basis.

Geosocial and location-based services are expected to grow over the next four years, according to eMarketer.  Find out how to get in the game.

While location-based services are accelerating, are mobile apps stalling? ABI research predicts that app downloads will drop off over time. This is expected because the mobile web  is becoming more sophisticated and much of it’s functionality overlaps those of certain apps.

While mobile apps can still be good business. Try becoming more involved in location-based services for your business. Tap into people’s desire to shop, eat, and engage “close to home”. Also, help them to find what they need when outside their usual, or immediate area. It can enrich a loyal customer’s experience with you, and help bring in new ones searching your area.

To learn more about location-based mobile marketing in Trinidad and Tobago, contact us today.

You see it in weaving. Strands of yarn, that, on their own are strong, become even stronger when woven together. Successful digital marketing in Trinidad and Tobago relies on this same principal. Take any of the three methods of marketing online alone, and they’re adequate strategies. Combine them, and find the central point of strength, and you’ve got something truly solid.

Paid media:

This is long been the traditional strategy for most businesses. This is where a brand pays to leverage a channel.

•   Display ads
•   Paid search
•   Sponsorships

Using paid media allows a company to control the message and provides immediacy. Lately though, with the rise of other strategies, paid media has lost some credibility and response rates are declining. Research has shown that friend and family referrals and opinions carry more weight than brand generated information.

Owned media:

This form has been successful as content marketing continues to gain ground over paid media. It includes anything a company generates itself.

•   Website
•   Blog
•   Social Media Accounts

These forms provide control of messaging, are cost efficient, have versatility, and can reach niche audiences. Again, though, corporate communication is less trusted these days. Maximizing this strategy takes time and commitment.

Earned media:

This is, in essence, the Holy Grail of digital marketing in Trinidad and Tobago. It is when customers become the conduit for messaging.

•   Word-of-mouth
•   Social buzz
•   Viral phenomenon

This is the most credible messaging for consumers. Unfortunately, companies have little control over the messaging (as it also includes negative response) and is hard to measure. However, it is most effective in converting.

Success in earned media requires a lot of listening to what consumers want, creating content and offerings that match demand, and responding to changing needs. It also requires continual effort and time.

Blend

Think of the three strategies as that yarn. When used together, something is created that is strong and useful. The Altimeter Group calls it Converged Media, the point where all three intersect and begin generating the desired response from customers.

Understanding how each of these three marketing strategies can be best used in conjunction will increase your chances for success. Rather than throwing all of your eggs in one basket, so to speak, determine how each of the three can be used for your particular business.

What you’re looking for is the appropriate amount of paid media to bring attention to your brand. You’ll also want a consistent message from your owned media to position your brand. If this is done correctly, you’ll see the earned media begin to take shape.

Do you currently have all three strategies working for you? Contact us and we will help you weave together an effective plan.

Most of us buy our clothes off the rack. Typically, after trying on several styles and sizes, we find something that fits. Or at least it fits well enough. If you find a label that most often fits your body well, you’re more likely to buy it. If you get an article of clothing that’s tailor-made for you – even better. It’s the same with email marketing in Trinidad and Tobago.

Are you expecting your customers to simply “buy off the rack”? If you’re sending the same messages to everyone on your list, then they have to take the time to sort through it. You see, they will only want to read the ones that “fit” them. Eventually, you will just be wasting their time and they’ll want to shop elsewhere.

Just try it on

There’s one way you can provide that tailor-made experience for them, and it’s email segmentation. The process takes time and effort, but creates a more effective email marketing campaign. Recently, Hubspot conducted a survey that revealed just how much people want targeted messages.

•  38% of respondents mentioned relevance as an important part of an email.
•  Email lists that are segmented, or targeted to a specific persons needs or interests, it received a higher click-through rate (CRT)

Do you want more proof? An eMarketer study showed that companies that practice email segmentation see a 28% lower opt-out rate. They also enjoy 24% better email deliverability, sales leads, and revenue.

How to assure a good fit

There are a lot of ways you can break down and segment your email marketing in Trinidad and Tobago. If you’re able to put in the time and work, you could subdivide and create specific messages to everyone. That’s not always realistic.

First, try segmenting with the basics of location, or geography. You don’t want emails going to areas you don’t serve, or if you’re primarily in the fur business, you don’t need them ending up in tropical locales.

Know the gender of the person receiving the message. While certain products may cross lines, know if the email regarding a lingerie sale is directed at a woman, or a man looking for a gift.

Segment by age. Much like the first 2 categories, it helps to know the basic demographics of your audience. Certain offering are more appropriate for certain generations.

Design details

Once you’ve conquered the basics, it’s time to stitch together a plan for segmenting across various other categories. Remember though, not all businesses need to go quite as deep, or venture into certain segments. Evaluate where you’ll be most effective. Some divisions can be in the following areas:

•  Past purchases: Are there any, and how frequent. Is there a cycle?
•  Purchasing interests: What items or services?
•  Content interest: What topics do they respond to, or engage with?
•  Sharing: Do they refer others or write reviews? Should they be targeted with a loyalty program, or asked to become an advocate?
•  Visitors, or clickers: Do they come to your brick and mortar location, or access you online?

The point is, get to the point with the consumers on your email marketing list. Focus in, and create messaging that speaks directly to them. Sew together something that they will see and want to put on.

Get creative and determine other ways you can segment your email lists for more effective marketing.

Do you segment your email marketing in Trinidad and Tobago? How many different categories can you come up with? Contact us today, and we can help you generate a more effective email marketing campaign.

We all want to feel special, or to be a part of something exclusive. It gives us a feeling of being wanted, or “in” on something that not everyone else is getting. Many businesses, though, fail to recognize the power of wanting to be part of the “in” crowd when it comes to social media marketing in Trinidad and Tobago.

Create desire

You see it in films and shows… the long line of people waiting to get into a club, or even a store. Only a few are allowed in at a time, or it’s invitation only. It makes folks want what’s in there all the more.

Creating that sort of scenario is great marketing. It also works for social media as well as. With social media marketing budgets increasing for many companies, the key is to make it money well spent.

“I’ll have what they’re having”

One mistake businesses often make with social media marketing in Trinidad and Tobago is to simply crank out posts about the company, or offer deals to hook new friends and increase likes. While that’s not necessarily all bad, it’s got to go further.

One way to increase consumer engagement that is meaningful is through advocates. Most people trust their friends more than they trust what a company is saying. If they are a true fan, and have been pleased with your product or service, they will share that information. And that’s where the magic happens.

Consider these 5 statistics collected by Search Engine Watch:

•   76% of consumers recommend companies they trust to friends and family
•   The millennial age group is skeptical of brand content, but 86% of them say user-generated has the most influence on what they buy.
•   62% of online shoppers read product-related comments from friends on Facebook, with 75% of them clicking through to the retailers site.
•   57% of shoppers are more likely to buy after getting opinions from friends.
•   One of the top reasons consumers are driven to act is that their friends shared the reason they bought  a product or prefer a brand.

Now, ask yourself: is asking people to like your page, or offering an occasional discount going to prompt consumers to share positive opinions about you with friends? Perhaps, over time, you will win the “likers” over and get them to actually become true advocates, not to simply“like” you for the coupon.

Wouldn’t it be better, though, to create a social media marketing campaign in Trinidad and Tobago that inspires them to become not only a customer, but an advocate? Get them to sing your praises, and you could increase your customer base.

How to make them want you

First, you’ve got to be offering quality products or services. No matter how many people you entice, if they don’t like what they get, they aren’t going to speak highly of you. Make sure you give what you claim and offer the best customer service.

When it comes to your social media, social marketing director Tom Ollerton says “reward and innovate”. In other words, give people a compelling reason to go to your social site, or Facebook storefront, and engage.

•   One way to do this is to offer exclusive or unique products for purchase that are only available to your social media followers, or visitors to the Facebook storefront.
•   Create a buzz with contests, special offerings for something new, or simply keep people checking in with some unique developments or entertaining bits.
•   Don’t hesitate to ask for testimonials that you can use on your social media page.

Creating a campaign that truly delivers what people want can deliver new customers through positive word-of-mouth. Getting what others you trust have, can make you feel like part of the crowd. That’s a comfort zone for many.

Is your social media marketing in Trinidad and Tobago winning people over? How do you inspire them? If you’d like to work on a plan that’s going to turn friends into advocates, contact us and we can help.