8 Businesses Using Push in Their Marketing Efforts
Browser-based push notifications go anywhere a browser is.
When considering marketing channels, businesses have one simple question to ask themselves: How can I use this for maximum effectiveness? Push notifications, especially when they’re browser-based, can offer some of the most powerful connections you have to your customers, regardless of your industry. Here are just a few examples, from the biggest success stories on the internet to companies that are quietly overtaking their industry, one push at a time.
Diablo Media makes use of push as part of its deep and detailed performance marketing strategy. Diablo carefully studies each client and looks at which channels will most benefit each one, from social media to push, and then optimizes their campaigns over time for maximum ROI. Browser-based push is ideal for their strategy thanks to its opt-in nature, which makes it the channel many customers choose to join, and ideal for many of their clients.
This retailer, which brings the fashion houses of France to the wider internet, built a brand turning over $1 billion a year in apparel in part through the simple method of reminding people about items they’d left in their cart. A short, polite, personal touch saw abandonment rates drop, and sales go up.
JetBlue pioneered a type of informational push we now take for granted: Telling us when our flights are due. If you’ve ever used the airline, you know that the day before, you’ll get an alert about your flight; whether it’s on time, whether the particulars have changed, and so on. Furthermore, for important flights, JetBlue was the first to let you sign up for more detailed notifications that kept you in the loop as your flight traveled, so you knew about changes instantly. That we expect this as part of air travel now tells you the sheer power of push.
Job In A Click
In a hiring world where recruiters are busier every day and automation is a fundamental part of the process, quickly finding and applying to jobs is often the best way to secure a position. Job In A Click uses push notifications to alert their users to jobs. Users can get a job alert anywhere they have a browser, on desktop or mobile, and quickly decide whether they want to apply. It’s a win-win: Recruiters get the most highly motivated candidates, and job seekers can use notifications to stay on top of the applications.
Browser-based push notifications reach customers anywhere, any time.
There’s any number of lessons you can draw from the success of Netflix, but one of the most fundamental is its many, many tools for increasing engagement. Among the simplest? A push notification that lets you know when a show you’ve enjoyed in the past has a new season. Simple? Yes. But it works, especially in the highly competitive world of television viewership, when even big fans of a show can be lured away by other entertainment.
Car Found Me
Buying a car can be a tough experience, especially if you have specific needs or are searching for a specific kind of car. Car Found Me uses push notifications to connect car shoppers with the cars they’re most looking for. Dealerships find it particularly useful because notifications are so focused; they know that by posting their cars on Car Found Me, those cars will go out to the most engaged, interested customers. Customers, meanwhile, don’t get bombarded with emails full of cars they don’t want, just the cars they do.
Knowing that there’s nothing new parents are more interested in, or sometimes more concerned about, than their new baby, The Bump has created a simple, adorable campaign. On a regular basis, it pushes out little facts about the growth and maturity of a new baby. It engages new parents and also puts their mind at ease as they see their baby’s developmental milestones come and go.
Credit cards have become some of the most narrowly focused financial instruments available to consumers. Cards tied to loyalty programs, cards that earn airline miles, cards that help college students build credit, and other cards are commonplace in the market, but it’s getting harder for cards to stand out. GoBankCards takes the frustration out of it for consumers with push notifications; customers explain what they’re looking for, and as the best interest rates and limits become available, they get a heads up.
As you can see, push notifications are powerful, flexible, and, when customers have the option to use browser-based tools that let them tell you what they most want to hear, some of the most effective marketing any company can deploy. With smart data and strategy, businesses can rise to new heights with push notifications. To see it for yourself, get a free trial of Pushnami!
Push Notifications for Affiliate Marketing: 7 Best Practices
Working together helps reach goals. Use push and affiliate marketing in tandem to drive results.
Affiliate marketing and push notifications work together beautifully—when done right. There are best practices to follow when combining these two marketing tools for maximum impact. Here are the 7 we recommend.
Have An Overarching Plan and Goals
Every marketing campaign should have a primary goal and a set of steps to achieve that goal, and any affiliate marketing plan should be designed around the goals of all parties. Short-term goals are appropriate at first, but there should be a larger point you wish to reach working together.
Messaging Should Match the Value Proposition
Push notifications thrive on their value proposition. If a customer signs up for relevant weekly deals on products they’re most interested in, that’s precisely what any message you send must offer. Remember, browser-based notifications go to your most engaged customers who want to know more. Before any affiliate message goes out, the value proposition has to be analyzed closely to be sure it aligns. Put another way: What makes you think your customers are interested in this?
Look For Connections
There can be surprising connections unearthed in the data you and your affiliates have, and sometimes those connections can reveal new markets. For example, many food companies have discovered there’s a thriving export business in selling their products to homesick workers and students overseas. In addition, local television shows become available to stream and people in other countries are intrigued by the products they see, creating new demand. Look for those connections when designing your affiliate marketing campaigns.
Global messaging is rarely useful in affiliate marketing. Every customer is unique and has unique needs that you learn about over time. When sending out an affiliate’s message, or sending out one to another company’s list, look closely at the data available and ensure it’s heading only to those most likely to engage with it. For example, if you’re selling snow tires, you don’t want to push that messaging out to customers living in deserts.
Time Your Pushes Well
It’s universally accepted that the best time to send your notification will constantly shift. But timing considerations are particularly important in affiliate marketing. A well-timed message can deliver far more value; returning to the snow tires example, you might time a campaign for it a week before the usual timing of the first winter storm of the year.
While browser-based push notifications are platform-agnostic, that doesn’t mean that platforms don’t matter. A message simple to engage with on a laptop might be difficult to do so on a smartphone. Look closely at data and what you want customers to do, and whether it makes sense for the platform your customers will read it on.
Encourage Customers To Share
One of the advantages of a highly engaged customer base is their enthusiasm can spill over to their personal social media feeds and conversations. Affiliate marketing should encourage word of mouth both by making its messages easy to forward to friends and family, and being unique enough to be worth talking about. Word of mouth remains the most powerful form of marketing out there.
Push notifications can drive affiliate marketing to new heights and in fascinating new directions. To see how, sign up for a live demo.
Four Effective Ways to Reach More Job Seekers Online
Every job seeker is unique and finding them a job will require equally unique approaches.
Job seekers are what drives growth for job sites, but the competition for them is fierce. According to the International Association of Employment Websites, there are over 60,000 employment-focused websites online, from searchable clearinghouses aimed at every possible job seeker to tightly focused niche industry sites. How can a site draw people looking for work, with so much demand for their attention?
Yes, email is still effective—when people sign up for it. But too often, sites simply put every remotely relevant posting into an email and call it a day. Instead, think of a value proposition you can meet for your email, such as a set number of postings that your staff hand-picks for certain industries. And set a pace that’s brisk, but not intrusive, such as a once a day at a set time of day. Just remember, you’ll need to do the targeting work yourself, and it may have to be a handcrafted email, so be sure you have the bandwidth for it.
Browser-based push notifications are ideal for job seekers. Have them fill out a fast survey, asking questions such as salary range and preferred industries, and then push out postings that fit the bill as they arrive. Since they’re opt-in, only interested candidates will get the postings. And, with data analysis in the back end, you can begin targeting postings based on what they click and don’t click. If a person keeps opening financial industry jobs, for example, you can start offering them more. You can even send through third-party offers and use affiliate marketing.
While the hype around social media has mostly died down, especially as our approach to it has become more nuanced, it’s still a useful tool for getting jobs out there. Social media is particularly useful for very narrow targeting and helping job seekers with niche skills. For example, if a culinary whiz is a big football fan, you can use that data to target jobs at stadiums, sports bars, and other workplaces that fit that person’s interests. That said, ensure you have a filter in place to deal with spam, trolls, and obnoxious behavior; it may make sense to block comments on certain sites.
Before you get to the interview, you need to find the candidate.
Job postings are, thanks to legal necessity and turnaround, dry. Especially for hard to fill jobs, you should reach out to the company and have them discuss the job with you, to make a case for why someone should come work for the company. A blog post can get in-depth about the unique opportunities the role offers, what skill they most want to see in the role, and any other data that will help the job stand out. Make sure clients understand that they need to be clear and honest, however, and be ready to spend energy chasing them down in some cases.
The good news is that, boom or bust, there will always be a need for jobs and we’re always going to need help finding them. But especially in a tight market, a little technology goes a long way. To learn more about how web-based notifications can help, sign up for a live demo!
How to Use Push for Customer Re‑engagement
Re-engaging is what builds customer loyalty.
Winning a customer is easier than keeping a customer, if you don’t regularly re-engage with them. Web-based push notifications, in particular, are a useful way to stay in touch with your most interested and engaged customers. Here’s how to keep a customer once they buy from you, no matter what kind of customer they are.
What Do You Know?
Any relationship is founded on knowledge, and re-engaging with customers starts by asking what you know about them. Even a customer who’s made just one purchase can tell you quite a bit about themselves. Take what they’ve bought, for example; if you’re selling cloud services, and they buy a business subscription, you can safely assume they’re interested in business-level products. If they paid for it with a company card, it might be enterprise-level products.
Of course, you should be careful how much you infer from the information you’re given. Beyond a certain point, you’re ignoring what makes a customer unique. But a little thought goes a long way.
Why Did They Opt-In?
Browser-based notifications are particularly useful for re-engagement because they’re opt-in, and tied to the browser, not the platform. When a customer clicks “allow,” they’re informing you they want to hear from you regularly. So take a moment to consider the value proposition of opting in. Did you promise them VIP material, exclusive sales, or quick updates on new products? Why they opted in is not just a guide for what you should push out now, but a look into what they’re most interested in.
Brick and mortar or entirely online, it’s re-engagement that keeps customers coming through the doors.
What Else Might Interest Them?
Affiliate and third-party marketing is another approach to re-engagement, especially in industries where new products and services need time to be carefully designed, or where you have to be judicious in what you share with external parties. A good example is a car dealership. If a private consumer buys a car, they likely aren’t going to want to buy a new one a month later. But it’s safe to assume they have at least some interest in everything that goes with it, from insuring their car to fueling it to replacing parts to, at some point, trading it in and buying a new one. Affiliates and third parties you work with can engage with customers while offering useful services in their own right.
What Do They Click?
Another vital aspect of push notifications is that they offer a rich channel of data to analyze. What do various segments click among the notifications you push out? How long do they stay on the links you send? What do they do before and after they click on that link? Again, every customer is unique beyond a certain point, but, for example, if you push out word of a sale on aftermarket car parts, and a certain subset of your customers not only click, but also buy a specific part, you’ll need tools in place to spot this, and to drill deeper.
Push notifications offer a simple way to keep the interest of your most engaged, and most curious, customers. To learn more about the power of push, sign up for a live demo.
Five Tools You Can Use to Boost Engagement on Your Affiliate Site
Affiliate marketing provides a suite of tools to lift all boats.
Affiliate marketing, also called referral marketing, allows e-commerce providers, especially those with a narrow focus on one type of product, to cater to a much broader spectrum of customers. But it also adds even more competition to the uber-competitive e-commerce industry. Standing out is crucial, and these five techniques will help you and your affiliates attract more customers.
In many e-commerce spaces, it’s difficult to maintain the value proposition push notification campaigns need, especially in a specific industry niche. If you’re not producing a wide range of content across many channels, it may be difficult to keep pace and offer unique value. But with affiliate marketing, you can start an effective campaign and cater to a broader audience at the same time. By pushing out products and offers from your affiliates that you know customers will be interested in, you’ll increase the value of your notifications while keeping customers engaged.
Live chat helps you stand out to customers who are new to the sector or looking to purchase for a business or a family member. Especially with more exotic products or highly competitive industries, potential customers will want to know some specific details, and live chat allows them to tap into your company’s and your affiliate’s knowledge base. It’s particularly useful for products designed to work together, as you can explain step by step how they synergize, whether it’s a set of industrial technologies or complimentary consumer technology.
Video is incredibly useful for illustrating concepts that are difficult to put into words. Consider, for example, how you’d explain to someone in words how to assemble something, versus creating a short instructional video that illustrates it. Especially with modern technology putting a TV in every pocket, video can show customers and potential customers why you recommend your affiliates, and exactly what their products do.
Every business can have a network of affiliates, no matter how narrow.
Not every user has the patience, or the data plan, for video, and sometimes video is too brisk to get into details. Infographics are perfect for exploring subjects in more detail while retaining a visual element that’s easily shareable and linkable on blogs. A good infographic will have a flow, much like waterfall marketing, that starts with a specific topic and uses data as you scroll down to support a detailed conclusion. It could also illustrate how to use your affiliate’s products with yours, depending on the approach.
Audio offers a powerful tool to instruct, educate, and provide an opinion. With the wide acceptance and availability of podcasts and apps, as well as sponsored podcasts, all you need is equipment and a concept. What is it about your product or your industry that matters and that your customer needs to know? What’s fascinating about what you do? Podcasts let you tell customers on the go as they stream that audio while driving, working out, or walking the dog.
These are just five channels. Any affiliate marketing campaign can sprawl across dozens of different channels. The key with affiliate marketing is to always remember the value to the customer, in both the product and the medium. To learn more about how push notifications fit into your affiliate marketing campaign, get a free trial!
A Comprehensive Guide to Using Push Notifications for Affiliate Marketing in 2019
Affiliate marketing is a cornerstone of success.
Affiliate marketing, also called referral marketing, has long been a mainstay of e-commerce. As e-commerce has become more and more about finding a specific niche within a precisely-defined industry, maintaining a full range of content for marketing channels has become a challenge. At the same time, a balance has to be struck between carefully targeting customers most interested in your message and painting with a broad enough brush to engage with markets you may not have considered. Affiliate marketing offers smaller companies the ability to band together and bolster their collective marketing power, meeting both these goals.
However, affiliate marketing has its share of frustrations. There is an enormous range of affiliate programs, creating relentless competition that often detracts from the goal of promoting the affiliates in the first place. The endless fighting makes it difficult to gain visibility with SEO, let alone grab the attention of customers. Often navigating affiliate programs can feel like a full-time job.
In the end, any company and its affiliates have to create their own marketing strategy and band together behind multiple channels to gain product visibility. This makes choosing the right channels to place your energy particularly important, and push notifications, especially browser-based ones, are an ideal place to focus your referral marketing efforts.
How Push Notifications Work
Web-based push notifications are unique among marketing channels. They’re opt-in for your customers, and simple to install, with just five lines of code pasted into the source on your website. The code can be easily customized to the page, so you can add it to multiple pages across your site to assist with segmenting. When the customer arrives on a page, you can place a small value proposition across the top of your page, and they choose to allow you to push notifications to them. After they opt-in, your marketing messages go directly to the customers who are most interested in your products.
A second powerful aspect is that, over time, as you push out notifications and perform A/B testing, you’ll quickly discover the many different segments in your customer base, where they overlap, and other interests they may have. The timing of notifications, click rates, opt-in and opt-out rates, platform response rates, and other data will all help you craft better campaigns and tighter segments.
Assisting your data gathering is that browser-based notifications also aren’t tied to a specific platform. Instead, they’re part of the preferences in your customer’s browser. As long as your customers open their browser, the notifications will arrive where they happen to be.
The immediacy and directness of notifications demand a yes or no response, which makes them an active complement to more passive marketing channels; they can even kickstart the spread of a piece of content. For example, you can shoot a powerful video for YouTube, share it on social media, and push it out to interested customers as a notification urging them to share it on their timelines. Using a multi-channel approach gets that content in front of both passive and active consumers. And for affiliate marketing, push is a notably powerful tool.
Businesses need a mixture of diverse marketing channels to succeed.
Push Notifications for Affiliate Marketing
The most obvious method of affiliate marketing with push notifications is to look closely at affiliate products and determine which segments would be most interested in them. Then simply push out some information about them, or support your affiliate’s campaign tied to a piece of content. This simple approach is a good start, but as you get more comfortable with the technology, you can get more creative. For example:
- Notify customers about products that complement each other in unusual ways. This is especially useful when you uncover ancillary markets for your products that you hadn’t considered. For example, electrical supply houses will sell primarily to electricians and contractors, but may also find themselves with a strong secondary market of hobbyists or makers.
- Create a waterfall of deals. If you sell bicycles, for example, you might have an affiliate offer a discount on helmets, and then that affiliate might refer them to another that has a discount on lights. This can be a powerful tool, especially for new customers or customers just getting into a specific section of your industry.
- Look at the many “holidays” out there that are trending on Twitter or social media. (National Dog Day, anyone?) While you might not be able to make use of the specific idea behind it, perhaps an affiliate can, and you can get their message out there more effectively. It may even dovetail with other campaigns you’re running.
- Share data with your affiliates and look for unusual connections among your segments. Sometimes what your customers most engage with can be both surprising and revealing. As you work with your affiliates and collect more data on your segments, more ideas will reveal themselves.
Remember, push notifications are immediate and direct, so it’s always worth testing new ideas. As you better understand your customers and your affiliate’s clients, you’ll be able to offer more creative and unique approaches.
Push Notifications as a Customer Retention Tool
Affiliate marketing and push notifications are an ideal mix for customer retention. This is true whether you offer an enormous range of products or a niche service, and whether you want to expand your customer base or remain in the minds of current customers.
Often consumers will opt-in on push notifications because the value proposition makes sense for them. Of course, that puts the burden on the company to maintain that campaign, which can be an ongoing challenge. There are only so many discounts you can offer on similar products, for example, before your segments begin to file your content under background noise.
Affiliate marketing allows you to both maintain your notifications’ value proposition and keep what you’re offering fresh and engaging. You can offer daily deals or weekly sales across a range of products beyond just what you sell; products which complement the interests and tastes of your customers beyond your area of expertise. Furthermore, you can use your affiliates to stay visible to your customers while raising the profile of your affiliates in return.
And remember, affiliate networks work both ways. While you’re raising their profile, they’ll be returning the favor by promoting your sales, new products, and other content across their channels as well. With a carefully designed campaign, you can create a rising marketing tide that lifts every boat in your network.
Thoughtful analysis leads to stronger marketing strategy.
Affiliate marketing is a crucial aspect of modern e-commerce. But like any marketing tool, it needs to be carefully fit into a detailed multi-channel marketing strategy. It only works when every affiliate can help lift the whole group onto a new level, each supporting the other with each channel they have at their disposal. Otherwise, the frustrations and the amount of energy affiliate marketing can demand may be better channeled elsewhere.
Push notifications are an essential tool for assisting with that lift. The data you collect from your push campaigns allows you and your affiliates to choose the best possible content to present while simultaneously letting you fulfill your value proposition. This is particularly powerful for smaller businesses or businesses with a specific niche, especially as this approach can scale up as your business expands and more affiliates join your network.
Harnessing the power of push notifications is critical to any business that needs to reach its best customers consistently and on their terms. Paired with the power of affiliate marketing to open up those notifications to a much wider range of products and interests, the two can serve as a keystone in any company’s marketing strategy. To learn more, sign up for a live demo!
iOS 12 and Grouped Notifications: What it Means for Push
The lock screen is about to be a lot less cluttered.
After years of fans hoping, Apple is finally giving iPhone users the notification tool they’ve been demanding with iOS 12: Grouped notifications. This is great news for users, but it may not necessarily be such a positive for browser-based push notification campaigns, especially if they’re caught flatfooted. Here’s what you need to know about grouped notifications, and how to adjust your campaigns.
What Are Grouped Notifications?
As any iPhone user knows, each notification is singular on the iPhone. If you get a dozen emails in a row, those emails each get an individual notification. This has its uses, of course, such as ensuring that you see each email individually. But if you have a lot of notifications, you can get buried, and if you have a campaign going, you can get lost in the crowd with your customers.
Grouped notifications change that by putting together all notifications of the same type. So, instead of each individual email, you’d get one notification that you have twelve emails. This has been commonplace on Android for years, at least to some degree, but it’s new on iOS. As a user-facing feature, it’s very handy, although it’s not clear yet whether this is the new standard for Apple or if this will simply be an option iPhone users can flip on and off.
Still, the impact on a push notification campaign is significant. Instead of being an individual notification, you now might be in a group of them. This has pros and cons, and you have to consider them both.
When they hit allow, how much will they see?
Pros And Cons Of Grouped Notifications
The biggest pro is that you won’t get lost in the noise. The iPhone tends to just shove notifications that aren’t acknowledged into a notification tray that users may or may not check, depending on the customer and their habits. Apple has also been poor at informing users just where they can find this tray; if you own an iPhone, did you know you had one?
So, that browser-based notifications are grouped together is potentially a good thing. Instead of being hidden somewhere, it’s one notification to open. And since browser-based push is opt-in only, that means your customers are highly motivated to open that group notification.
The question is, how does your notification stand out against the others? The downside of grouped notifications is that it can be survival of the fittest; once a customer chooses one to click on, the rest are more or less out of luck. This makes understanding each customer and what appeals to them particularly important. A notification really has to grab them, communicate one clear, vivid idea that speaks to them right away, or it’s going into the dustbin.
All that said, don’t worry too much. Few customers subscribe to so many browser-based push notifications that they have dozens to choose from, unless they’re specifically aggregating them. And the notifications will also be on their desktop browser, giving you a second shot, so to speak. But iOS’s grouped notifications make it clear that good copy and smart segmenting are going to be what makes the difference on Apple’s platforms going forward. To learn more about browser-based push notifications, get a free trial of Pushnami!
The Comprehensive Guide to Push Notifications for Marketing
It’s a harsh world out there for online marketers. Though the internet brings with it tremendous opportunity to reach more people, your targets are bombarded with dozens of messages daily from multiple brands, whether email, social media, text messaging or another form of online communication. You need a way to cut through the noise and get in front of the pack.
What if you could follow your prospects everywhere they search on the web, and at any time, by sending them small, targeted messages that connect them to your brand and boost your revenue? Well, it’s possible, and this innovation is not only a reality, but it is also a low-cost strategy accessible to businesses of all sizes and types.
Browser-based push notifications are clickable messages that businesses can “push out” to subscribers while they are active online. These highly targeted and personalized messages are similar to push notifications that accompany mobile apps; however, these can be sent directly through any browser in real-time.
Push notifications are also powerful because they can be personalized to deliver a targeted message to the right people who want to see them at the right time. Targeting messages like this can triple your conversion rates.
Why Push Notifications?
Push notifications provide many benefits to businesses. These small, simple messages pack quite a punch—providing a simple, real-time, cost-effective way to engage with prospects and build a loyal audience of engaged customers and followers.
Here’s what you can expect when using push notifications:
Quick, real-time messaging
Consider this scenario: You’ve got a 12-hour promotion, and you need to get the word out to as many prospects as you can in a short period. Let’s look at your options:
- Email – Email click-through rates range from 1-4% on average—that is, if they even get opened. Emails frequently go undelivered or land in spam boxes. People also don’t see their emails right away unless they check them regularly. On the flip side, click-through rates for push notifications can range from 10-40% depending on the industry.
- Social Media – The effectiveness of social media for a promotion like this depends on whether or not your audience frequents a social site at the exact time you need them to. You can’t control this.
- Mobile app push notifications – If users don’t have the app open, they won’t see the messages.
- SMS – Text marketing is a good strategy since people check text messages quite often. But, your users need to be on their phones and then click to open the message to receive your notification.
Though the above strategies are valuable, push notifications are superior since your messages appear wherever your prospects are searching, and they don’t require recipients to open a separate application. This contributes to higher clicks and engagement.
100% deliverability and high click rates
Email deliverability is a common issue as an average of 15% of recipients will never receive your emails. Compare that with push notifications which enjoy 100% deliverability. Opt-in rates for push notifications are also higher because opting in doesn’t require prospects to hand over a phone number or email. One quick mouse click is all it takes.
High-engaging messages that boost site performance
Since users don’t need to open an email or text message to see your push notification messages, it’s more likely the user will engage with your content. Higher engagement with your content also boosts site performance.
What do higher clickthrough, engagement and increased site performance equate to? The bottom line is that with push notifications, your marketing dollars stretch further because more of your audience will see your messaging and engage with your content. Your messaging should bring people closer to your brand, and move them through your marketing funnels to purchase your product.
Got five minutes? If so, that’s how much time it will take to set up a push notification account and integrate it with your website properties.
In summary, push notifications can kickstart and elevate your marketing strategy. If you want to see how push notifications work and why they are so powerful for businesses looking to amp up their marketing, check out this video:
Where Do Push Notifications Fit Into Your Marketing Strategy?
Push notifications are a powerful arm of comprehensive marketing plans, as they can contribute to both short-term and long-term marketing objectives.
Push notifications can be a revenue driver for short-term events and promotions. Here are some short-term events that can warrant the use of push notifications:
- Special promotions
- Limited-time discounts
- Seasonal sales
- Contests and giveaways
- Important company news and announcements
- New product launches
- Reactivate online shoppers
Push notifications also provide long-term marketing value. One long-term strategy is to build a core audience of engaged subscribers—those who love your brand and take action when you post new content. Push notifications can convert your website visitors into these loyal, engaged followers and keep them connected to your brand for the long-term.
The Power of Personalization
As we discussed earlier, one of the top benefits of push notifications is that they can be personalized to your user’s behavior. This gives you ultimate control over your campaigns allowing you to optimize your notifications to target subscribers’ behavior, interests and preferences.
As mentioned before, targeted push messages triple conversion rates. They are effective because users feel like they are part of a personal conversation instead of just being on the receiving end of a generic message blast. Also, personalization reduces opt-out rates because you are tailoring the message to your subscriber’s preferences.
How does it work? Set triggers to fire off messages when certain criteria are met. Here are some examples of how to execute this in real-world scenarios:
- Your website visitor just abandoned your cart. Send him/her a notification (the quicker, the better) while he is surfing other sites to remind him to continue the checkout process. Offer a discount to entice him to complete the purchase.
- Your local brick-and-mortar store wants to get more foot traffic during specific times of the day. Set the notification to fire when a user is close to your store.
- Send notifications when users are likely to engage with them (personalized to time zones).
- Focus your messages to a tightly defined target audience, so the messages are relevant. You can do this by asking subscribers their preferences when they opt-in and/or by monitoring their on-page activities like products purchased, pages viewed, etc. For example, if subscribers have been viewing your baby strollers, changing tables and diaper bags on your website for the last week, add them to an audience that targets people interested in baby products. This way, when you send blasts, you don’t send these users generic messages (which may cause them to opt-out). Send them notifications whenever you publish content around baby products or raising babies.
The beauty of behavior-triggered messages is that they can also be scheduled and automated, so the process is completely hands-off, putting time and money back in your pocket.
How Do Push Notifications Work?
Website push notifications require user permission before you can send them. Once users consent to receive your push notifications, they are added to your subscriber list, which means they will receive your future notifications. Users also don’t need to be active on your website to receive the messages; they just need to be active on the internet.
Here is what this looks like:
When a user arrives on your website, they are given the opportunity to subscribe to your notifications, as shown here:
Once they click “Allow” to give you permission, they get added to the subscriber list you set up with your push notification provider.
You can then send subscribers notifications. The messages will appear on the bottom right-hand side of the user’s computer screen. Here is an example:
When users click your message, they will be taken to whatever link you specified.
Website push notifications are a low-cost, effective marketing tool to add to your marketing arsenal. With high conversion rates, a low cost of entry and easy setup, implementing this strategy is an easy way to increase engagement and sales and get more brand exposure.
Want to get started with push notifications for free? We offer you 30 days free to test drive the platform and create a campaign. Click here to start your free trial.
A Step-by-Step Guide to Push Notifications for News and Media Companies
The news finds the reader with browser-based push.
Push notifications are powerful tools, but like any powerful tool, they need to be used properly. This step-by-step guide will lay out how any media organization can get the maximum impact from their web-based notifications.
Choose Key Performance Indicators
Before any push strategy can be put into place, metrics for success must be chosen. What’s the overall goal of your push campaigns? Do you want more audience members? Do you want to engage the audiences you already have more often? Is there another goal? Choose key performance indicators that will help you track this. Your push notifications platform of choice should also include several standard performance metrics, such as click-through rate, unsubscribe rate, and user platform. For news organizations in particular, knowing your user’s platform will be crucially important for push notification scheduling.
Design Audience Segments
It begins with the audience. Since they are “opt-in,” meaning your audience chooses to accept the notification, browser-based push notifications allow audiences to segment themselves for you. For example, if you cover local sports, you’d offer a general sports segment, covering national, college, and local, and break out each of the three as a separate segment on your website. This allows you to tightly focus your notifications on relevant content for each audience.
Next, consider frequency. If you own a mobile phone, you know that the bombardment of notifications can quickly make you numb to a game or other app you’ve downloaded. The same is true of news organizations. When you ask for notification permission, you should include a promised frequency. This could be a specific number, such as twice a day, or it could be “as news breaks.” Look at your audience data and consider which value proposition makes more sense. Local TV news, for example, may want to offer specific times of day, such as morning, noon, early evening, or night to coincide with their broadcast.
Push reaches multiple audiences everywhere.
The “best” time to push out a notification is constantly shifting and depends on a number of factors, including when news breaks and other notifications your audience might be receiving. A good rule of thumb is to time notifications around the times your audience is most likely to have a moment to engage with your content. Also, remember the issue of platform; if, for example, your audience is largely using their browser on a mobile device at the best time, push content optimized for those devices. Make a point of testing timing where possible, as there can be surprising moments where audiences are receptive to a news alert.
Reiterate And Test
Finally, remember that this is an ongoing process. As you gather metrics, as your audience opts to click or not on the notifications you send, as you test different times, you’ll gradually develop a more refined and accurate picture of your audiences and what engages them. A useful tool during this time will be A/B testing, where you alter one element of your notification to see if it outperforms your current usage. Constant testing will also ensure copy remains fresh and audiences don’t find your content “canned.”
This is just the beginning. Each organization’s approach will evolve over time, as every news organization serves a different audience with different needs. But with careful planning and constant testing, your organization can draw on the power of web-based push notifications. To see this power in action, get a free trial of Pushnami!
The Ultimate Guide to Using Push Notifications for Your News or Broadcast Media
People still love the local news, but they need help finding it.
Both the opportunities and challenges of running a media business have never been greater. 10% of Americans still get their news from a physical newspaper, but that’s still a decline from a decade ago. Radio remains a news resource but shows a similar decline. And local TV news continues to be popular, but its audience is rapidly aging.
All of these problems have been offset, to some degree, by the rise of digital media. Even as TV news has struggled to keep its audience, the digital platforms of local stations have seen the gap close between their TV viewership and their online viewership, especially as platforms like YouTube make it quick, cheap, and efficient to upload and archive news clips.
Online radio is seeing an explosion in listeners, although it remains an open question just how to monetize that and better understand a rapidly segmenting audience. And newspapers have found that having both digital and print versions of their stories allow them to reach much wider audiences.
There are still points of contention in the media landscape. Digital media lets you know exactly how many views an article gets and streams a news broadcast racks up, but it doesn’t tell you who’s watching or why. Just how much digital advertising should cost, and the overall financial model, is under dispute. But it’s clear the future of media in all forms is on the internet, and browser-based push notifications are ideal tools to solve many of these problems.
The newspaper is still part of many morning rituals, but it’s not the only way to get news.
Why Push Notifications?
Web-based notifications should be part of any news organization’s marketing plan for a few key reasons. The first is that a notification is urgent.
Much like a headline or a top-of-the-hour alert, notifications are designed to communicate one clear idea in a way that compels your audience to click on it. In many cases, you’re already writing strong, compelling copy for notifications simply by giving your clip or your article a compelling headline.
Secondly, when you set up notifications through your website, they’re opt-in. Media buyers and media managers know all too well the “shotgun” approach, where you send a narrowly focused message to the widest number of people in the hopes that a handful will hear it. Notifications, instead, ask people to sign on based on their specific interests.
If, for example, you set up notifications for local sports, you know that your articles will be sent to the segment of your audience most interested in what the home team’s up to. That drives the core audience, and it also makes it more likely they’ll engage with the article, commenting on it, sharing it on social media, and telling friends about it.
Third, they set the stage to better understand your audience. Push notifications, through a number of methods like A/B testing and tracking clickthrough rate, offer hard data on what your audience engages with and what it doesn’t.
Over time, and paired with other web analytics and careful sifting of the data you collect, you’ll be able to better understand what approaches most appeal to your audience, and have a better understanding of who’s clicking on what and why. Push notifications also pair well with marketing channels like social media, allowing you to put your story in front of multiple audiences in a variety of ways.
Getting on air is just the start.
For audiences, push notifications are useful tools that let them pick and choose the content they most want to engage with, and instead of logging into your site and poking around to find articles, the articles are brought to them.
When you work in the informational sphere, it’s particularly important to reduce what analysts call “friction,” the number of steps it takes to present an audience member with what they’re seeking. This helps them get the news more efficiently and, just as important, see you as a news organization that gets them the stories that most matter to them.
Web push is particularly powerful here because it’s tied to a browser, not a phone or a desktop; so as long as your audience uses the same browser, they’ll get alerts on both their phone and their computer.
Increasing Audience With Push Notifications
One important factor to remember with push notifications is that they’re extremely flexible and you can configure them any number of ways.
Let’s take, for instance, local election coverage. You can set up push notifications in five minutes on any web page and configure them to, for example, offer coverage on the local mayoral races with one click.
This serves two purposes. First, for audiences that come to your site for very specific types of news, it’s a useful convenience; with one click, they’ll get regular updates.
Second, it tells you what topics your most engaged audience members find the most compelling, and helps you direct precious coverage resources more effectively. If your analytics point towards more interest in a local race, you can give your audience what they need to better grasp it.
The news is still important, but how will it reach its audience?
And since push notifications are granular, you can use them to cater to the “long tail” of your audience and understand interests and connections that may not reveal themselves otherwise. Demographics are useful, but they only tell you so much about who’s reading, listening, and watching.
As audiences have more options to get their news and their entertainment, it’s becoming clear that you need to understand audience members as people, not numbers, and notifications will help you better understand what motivates them.
Amping Up Your Marketing with Push Notifications
Notifications can also be used, of course, to boost subscriptions. The subscription model is increasingly gaining attention not just from print media, but also from radio and television.
In many cases, it’s a “story-behind-the-story” model where longer form interviews and more in-depth pieces are put behind a paywall. There are other approaches you can take, as well, and push notifications can help promote all of them.
The most obvious method, of course, is simply to occasionally push out an alert that your “free” users can subscribe and get more out of your website. You might try copy like:
- You’ve enjoyed 4 of 5 free articles this month. Click here to get more.
- Subscribe now and support local news!
But there are more subtle approaches you can use as well. For example, you can put the first part of a multi-part story up for free, push it out to audiences most likely to be interested, and then have the rest available behind a paywall, or push out each part earlier for subscribers:
- Be the first to get the full story with a subscription.
- Read the rest of the story with a full membership.
“On air” means on the internet, social media, podcasts…
Even public media can use push notifications. For example, you can run a push “pledge drive,” where making a donation through a push notification gets the patron an exclusive item. Or you can run a pre-pledge drive push campaign where subscribers can gift subscriptions or other donations to friends and family. It can also be useful when launching a new project, like a new podcast, as you can get it out to your most interested listeners early.
Another approach is providing access to archival material. A news/talk radio station, for example, might digitize its old recordings and make them available to historically minded audiences sorted by topic and who’s involved in the debate.
Being able to track a politician’s evolving stance, the victories and defeats of a local quarterback, or how a social debate has evolved in the area over the years can be a big driver for subscriptions and engagement.
This needs to be balanced with other revenue streams, of course, and push notifications are just one part of what will be a large, ongoing marketing initiative to get subscriptions up and to draw attention. But it can be a powerful tool to remind audiences of the value of local news.
We need the news!
There’s no one solution to the challenges facing local news. The simple truth is that as audiences become more discerning, and as their needs become more complex, even the savviest media outlet is going to spend quite a bit of time playing catch-up.
Any media outlet is going to need to look closely at multi-channel marketing, offering multiple approaches to its content, and will need to dig deep both into the stories that matter most to their audiences and better understanding the many different concerns each member of their audience has.
Push notifications will be a crucial piece of this process. They help any media organization find the audience members who most want to engage with them; let that audience sort themselves into different groups to help that organization better understand their most committed viewers, listeners, and readers; and opens the door to new promotional approaches and opportunities.
The world of news and media is constantly changing, and the organizations that stand to benefit from that the most are the ones that can embrace new technology to change with it. Push notifications are on the vanguard of that, allowing you to bring the news and the content that matters directly to the audience that most cares about it, and ensuring that they spread the word. To see the power of push notifications in local news, get a free trial of Pushnami!