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Tag: marketing

Push Notification Best Practices for Affiliate Marketers

Affiliate marketers may be completely unfamiliar with push notifications, but used properly, they can bring committed customers back to your site regularly. Here are two examples affiliates can apply to bolster traffic through push notifications.

Push Notification Best Practices for Affiliate Marketers

Posted on Wednesday, January, 16 2019
Person holding a phone with notifications displayed.
You only have a second to make a good impression. Make it count.

Affiliate marketers may be completely unfamiliar with push notifications, but used properly, they can bring committed customers back to your site regularly. Here are two examples affiliates can apply to bolster traffic through push notifications.

Personal, Relevant, And Urgent

A good push notification is personal, relevant, and urgent, communicating one idea clearly and easily. The most basic example is the notifications you get from Amazon. The next time something ships, take a moment to look closely at the notification. It lays out the information, namely what product you ordered, that it’s shipped, and when to expect it. It has an action you can take if you need more information right away, namely tapping the notification, which will take you to the app. And it communicates just one idea.

These should be the guiding principles of your notifications. What do you want your customers to do? How can they do it? And why should they do it? Once you understand this structure, you’ll see it everywhere, and you can even deconstruct it. Netflix is another example; if you’ve watched the last season of a show, it’ll alert you when the next season arrives with a simple alert: “Daredevil Season 3 is now streaming.” It also demonstrates the importance of targeting: “Nailed It!” fans don’t get that alert.

What Role Does Creativity Play?

Everybody’s seen the Tinder message that says somebody new has swiped right on you but that “it’s probably not going to work out, though.” It’ll definitely get a laugh, and be widely shared, but does it work?

That depends on your audience. You definitely shouldn’t recycle copy, which is bad form regardless of the medium. But notice that even prosaic, simple notifications will have slightly different text; look at your Amazon shipping notifications again, and you’ll spot slight tweaks to the language, which have the result of keeping it fresh.

That can, however, go too far. A good example is the notorious “My Pet” app, which filled its notifications with dark humor from the perspective of a demanding animal calling you the worst owner ever. Hilarious idea, except the app was popular with children, who didn’t get the joke.


Know what they’re going to search for, before they even ask.

Five Questions To Ask

When writing notifications for your affiliate marketing work, ask yourself these five questions:

  • Personal: Does it explain why each specific person getting the notification should convert?
  • Relevant: Does this notification make clear what you want everyone receiving it to do?
  • Urgent: Does this notification urge the viewer to click without feeling “scammy?”
  • Unique: Has this notification received at least one pass by hand, to check for errors if nothing else?
  • Targeted: Is this notification going only to the customers who will care about it the most?

While you craft your campaign, continue to ask these questions of yourself and the push notifications you receive. How do they make you feel? Do you convert? If so, why? If not, why? Keep applying these lessons, and you’ll develop a finely tuned, thoughtful campaign that delivers results. Want to learn more about how push notifications can help you? Sign up for a live demo!

8 Businesses Using Push in Their Marketing Efforts

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.

8 Businesses Using Push in Their Marketing Efforts

Posted on Wednesday, December 19, 2018

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

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.

La Redoute

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

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.

Netflix

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.

The Bump

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.

GoBankCards

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

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.

Push Notifications for Affiliate Marketing: 7 Best Practices

Posted on Monday, December 17, 2018

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.


Connections matter.

Segmenting Matters

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.

Consider Platforms

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.


Push Notifications for Affiliate Marketing

You may have heard of browser push notifications as the hottest customer messaging channel around. What you may not know is that they can also be a valuable tool for affiliate marketing. In this post, we’ll explore how push notifications for affiliate marketing work, how to launch a successful campaign, and which tools you need to maximize your digital outreach.

Push Notifications for Affiliate Marketing

Posted on Monday, December 3, 2018

You may have heard of browser push notifications as the hottest customer messaging channel around. What you may not know is that they can also be a valuable tool for affiliate marketing. In this post, we’ll explore how push notifications for affiliate marketing work, how to launch a successful campaign, and which tools you need to maximize your digital outreach.

What is Affiliate Marketing?

Affiliate marketing, also called referral marketing, has long been a mainstay of ecommerce. As ecommerce 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 of 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 across multiple pages on your site to assist with segmenting. When the customer arrives on a page, you can trigger an opt-in request and they can choose to allow or deny push notifications. If they opt-in, your marketing messages go directly to the customers who are most interested in your products.

A second powerful aspect is that push notifications use A/B testing to optimize performance, and over time you’ll discover the many different segments in your customer base, where they overlap, and their other relevant interests. Continuously improving the timing of notifications, click rates, opt-in and opt-out rates, platform response rates, and other points using user 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.

A Powerful Affiliate Marketing Channel

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 a holiday or movement, 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 possibilities will come to light.

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.


Mobile vs. Browser-Based Push Notifications

Your customers are never in one place long, yet always in reach. Mobile technology means affiliate marketing can reach your most dedicated customers wherever they are. But not all forms of push may suit the needs of affiliates, or those running the network.

Mobile Push Notifications

Apps have been sending notifications from the beginning of the smartphone revolution. But mobile-exclusive notifications, which are usually app-based, have some points of concern for affiliate marketing. Reach is crucial, and there is substantial friction limiting the reach of apps.

Customers need to have installed the app, have enabled that app’s notifications, must be in full compliance with all notification policies (which vary from platform to platform), and which are tied entirely to that app. If it’s deleted or simply disabled, which may be difficult to track, you’ve lost a customer. Even the way notifications are handled by different operating systems may render your affiliate marketing efforts useless, as notifications are all dumped in one tray to be dismissed with a thumb swipe. This may also change between versions, meaning a constant process of catch-up and fall behind.

There are situations where mobile-exclusive notifications make sense. If you’ve seen regular success from the app, if your product is limited to mobile users, if the user base of the app lines up well with your goals, or if it’s a small segment of a larger notification campaign, it’s worth considering. But it should only be a smaller piece of a larger push strategy, and should not be the foundation of your strategy except under particular circumstances.

Browser-Based Push Notifications

Browser-based notifications, by contrast, have several advantages. The notification settings are tied to the browser, not an app; when your customer signs into their browser, their notification settings come with them, making them easier to reach and your campaign less dependent on downloading an app. You can arrange different value propositions across different pages of your site, allowing you to track which value propositions matter the most, instead of having notifications automatically enabled. A simple dialogue box drops down from the top of the page, ensuring the attention of your most committed customers.

This browser connection also means that notifications will arrive on both mobile and desktop platforms, such as the notifications center in Windows. This makes your notification more likely to be seen and acted upon. Unlike apps, which may have complicated permissions, the guidelines for collecting data from browser notifications are clearer and easier to follow.

The ‘platform-agnostic’ nature of browser-based push notifications will require you to pay closer attention to the timing and frequency of notifications. Your notification is more likely to be seen and to have the attention of your customer, so you will need to be sure they’ll be able to make the action you’re calling them to do.

Push notifications are just one channel in a broader marketing strategy that includes website design, targeted email, social media, and apps. But each channel in your marketing strategy must be chosen carefully and implemented with the right technology.

Steps for Push Affiliate Marketing Success

Affiliate marketing needs engaged, thoughtful consumers. Browser-based push notifications are ideal for recruiting the visitors most likely to engage with your affiliate marketing, boosting traffic and the effectiveness of your site. How? It’s due to effective use of the platform.

Create A Funnel

Browser-based notifications are “opt-in.” Visitors are prompted by a small window to either accept or decline notifications. This is usually paired with a short statement about frequency and value (i.e. “weekly discounts” or “daily insights.”) App-based notifications are usually automatically enabled, meaning you have both engaged and apathetic customers. With browser-based notifications, only the interested will continue receiving messages. The messages are also tied to the browser, not the smartphone or tablet platform and the app downloaded onto it, so you don’t lose members of your list when they get a new phone or delete the app.

A customer opting in is someone who has considered your value proposition and wants to keep hearing from you. Simply meeting that value proposition will increase traffic. Use different value propositions on different pages of your site; the opt-in rate will offer an effective metric for future campaigns. Remember to apply the data you gather to your value proposition, to shift it slightly over time and have more customers commit.

Build Segments

Segmentation is key to any modern marketing effort, but in push affiliate marketing, push notifications offer a powerful head start. When a customer opts into receiving your notifications, you learn:

  • How they got to the site, including search terms
  • What value proposition appealed to them
  • Time spent on site
  • Where they go next on your site, or elsewhere

From there, as your campaign unfolds, what they click, and don’t click, and what they do afterwards will allow you to sort them into specific segments and fine-tune your approach to each.

Remember Relevance, Timing, Clarity

Push notifications need to be relevant to your segment, they need to clearly communicate what you want that segment to do, and they must be timed in such a way that your segment can engage with your message. If you want your segment to watch your latest video, rush hour is not the time to push. Over time, as you test different days and times, you’ll learn what’s ideal for each segment. Remember, however, that all of these variables can “drift,” so study metrics closely.

A/B Test

Fresh copy is often key to an effective affiliate campaign, especially when you have only a handful of actions you want your customers to engage in. Writing copy, however, is a valuable tool for careful testing. A/B testing is a method where one variable in the copy is changed, be it the placement of a comma or a single word. The unchanged copy is sent to a randomly selected group making up half of the segment, while the changed copy is sent to the other half.

A/B tests should be done constantly. It enlivens copy and can yield insights into your segments. Be wary, however, of reading too much into one test. There are sometimes “wild” results, which must be considered.

Four More Tools You Can Use as Affiliate Marketing Channels

There are several other tools your business can use alongside browser push notifications for affiliate marketing to maximize your ecommerce potential. Together, they make the repeat impressions necessary for long-lasting affiliate relationships:

Live Chat

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.

Short-Form Video

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.

Infographics

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.

Sponsored Podcasts

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.

Conclusion

Affiliate marketing is a crucial aspect of modern ecommerce. 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.

There’s only one comprehensive push notification for affiliate marketing solution. Pushnami’s machine learning-powered system automatically personalizes your notifications to each individual subscriber, resulting in irresistible calls-to-action. Remember to push smarter, not harder, and try a demo of Pushnami today!


Top 5 Marketing Tools for E-commerce Sellers in 2019

Top 5 Marketing Tools for E‑commerce Sellers in 2019

Posted on Wednesday, November 28, 2018

E-commerce means customers can buy anywhere, on any platform, any time.

E-commerce is rapidly growing, but that makes it more competitive. Going into 2019, using the right tools will be crucial. Get set for success with these five.

Data Analytics

Analytics is often the most crucial piece of any marketing initiative. While metrics allow you to measure the effect of a campaign, they also serve as a feedback loop to shape future campaigns. A/B testing, open rates, and other forms of data will tell you what works and what doesn’t, while also allowing you to build out segments of customers to focus your marketing efforts. If you’re just starting in e-commerce especially, 2019 is the time to begin building up your data infrastructure; it’ll lay the foundation for success.

Email Marketing

Email marketing, when carefully targeted, can be profoundly effective. Often, email marketing campaigns fall short because they’re too broad; emails are sent to a global list of customers, or even just an overly broad segment of them. The “shotgun” approach to marketing, where a message is sent to the broadest audience possible, simply doesn’t work outside of some very limited contexts and specific industries. If you’re not trying to sell burgers to everyone, why are you taking your marketing tactics from McDonald’s? Instead, your email campaigns should be tightly focused, giving your best customers the products they’re most interested in.


E-commerce starts at the tip of a customer’s finger.

Push Notifications

Push notifications, especially browser-based push notifications, are powerful marketing tools. By offering customers the choice to opt-in, they identify themselves as the most engaged. Furthermore, notifications that are sent through the browser, instead of a mobile app, will work on laptops, phones, and tablets alike, allowing you further reach and the ability to collect more data. From there, you can develop more detailed segments as they click on what you push out and as you test and apply the data you’ve collected. By reaching your most dedicated and interested customers, you can convert casual browsers to loyal fans and curiosity seekers to dedicated buyers.

Affiliate Marketing

Affiliate marketing is often a good strategy, simply because it’s increasingly hard, if not impossible, to be all things to all customers. Often, successful e-commerce businesses focus on one product or range of products, so if, for example, you sell advanced, carefully-designed bike helmets, you need to let somebody else sell the lights, the mirrors, the repair kits, and so on. Affiliate marketing both helps you direct your customers towards the best, most useful products and keeps your customers aware of your business while supporting other companies you respect.

Retargeting

Finally, retargeting will be key in 2019. The old axiom that it’s cheaper to keep the customers you have than find new ones is particularly true now. Retargeting, which is engaging with customers who’ve visited your site or bought from you before, is a useful way to both keep your customers and expand your base. By anticipating their needs, or prompting them to revisit an abandoned cart or subscription, you can build up your numbers.

To learn more about how push notifications are a crucial marketing channel in 2019 and beyond, see a live demo in seconds.

The Comprehensive Guide to Push Notification 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 every day with dozens of messages from multiple brands through every avenue of online communication, including email, social media, and text messaging. You need a way to cut through the noise and get in front of the pack.

The Comprehensive Guide to Push Notification Marketing

Posted on Tuesday, November 20, 2018

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 every day with dozens of messages from multiple brands through every avenue of online communication, including email, social media, and text messaging. 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 simply by sending them small, targeted messages that connect them to your brand and boost your revenue? This innovative strategy is not only possible, it is available at a low-cost and accessible to businesses of all sizes and types. This guide to push notification marketing will explore why organizations around the globe are rolling out push strategies of their own.

Your Push Notification Guide

Browser-based push notifications are clickable messages that businesses can “push out” to subscribers while they are active online. These highly personalized notes are similar to push notifications that accompany mobile apps; however, these can be sent directly through any browser in real-time, delivering targeted messages to the right people—people who want to see them—at the right time. Focusing communication this way can triple your conversion rates.

Why Push Notifications?

Push notifications provide many benefits to businesses. These short, simple messages pack quite a punch—providing a straightforward, 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 during that short period. Let’s look at your options:

  • Email – Email click-through rates range from 1-4% on average—if the target opens them. Emails frequently go undelivered or land in spam boxes. People also don’t see their emails right away unless they check them regularly. Compare that to the click-through rates for push notifications, which can range from 10-40% depending on the industry.
  • Social Media – The effectiveness of social media for a promotion like this depends on whether your audience frequents a social site at the exact time you need them to. While you can strategize the timing of your posts, ultimately you can’t control how and when your target uses their own social media.
  • 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. That said, 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; an average of 15% of intended recipients will never see your emails. Push notifications, on the other hand, 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 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—which also boosts site performance.

What do higher click-through rates, user 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 interact with your content. Your messaging should bring people closer to your brand and move them through your marketing funnels to purchase your product.

Easy Integration

Got five minutes? That’s how much time it takes to set up a Pushnami 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:

Why Use Push Notifications for Marketing?

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 limited-time events and promotions, including occasions such as:

  • Special promotions
  • Freebies
  • Limited-time discounts
  • Seasonal sales
  • Contests and giveaways
  • Important company news and announcements
  • New product launches

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. Plus, push notifications can reactivate users who have grown dormant, reinvigorating their interest and allegiance.

The Power of Personalization

One of the top benefits of push notifications is that they can be personalized to a user’s behavior. This gives you ultimate control over your campaigns and allows you to optimize 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 strategy in real-world scenarios:

  • Your website visitor just abandoned their cart. Send them a notification (the quicker, the better) while they are surfing other sites to remind them to continue the checkout process. Offer a discount to entice them to complete the purchase. E-commerce companies love this revenue-boosting side of push notifications—reminders sent out via web push have been shown to significantly boost abandoned cart conversion rates.
  • 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—which means not only strategizing release based on time of day in your local area, but also personalizing to time zones.
  • Focus your messages to a tightly defined target audience so the content is relevant. You can do this by asking subscribers their preferences when they opt-in and by monitoring their on-page activities such as products purchased and pages viewed. For example, if a subscriber has been viewing 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. The best part is, users 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 notifications, as shown here:


Once they click “Allow” to give you permission, they are added to the subscriber list you set up with your push notification provider.

You can then send notifications to the subscriber. 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.

The Virtues of Push Notifications

Now that our push notification guide has shown you the power and potential of Pushnami’s platform, take a moment to consider how this channel can fit into your brand vision as a whole. Push notifications can contribute toward the fulfillment of various key business goals across marketing, customer service, and user experience sectors. How your organization specifically makes use of push depends on your brand virtues.

What are those virtues? Browser-based push notifications are immediate, communicate one idea extremely well and urgently, and—due to their opt-in nature—deliver that idea to your most dedicated and interested users. In and of themselves, they are wonderful. So how do they fit into a marketing strategy?

Let’s look at other common channels in a strategy. There is email marketing, for example, which delivers more detail about an idea and is also opt-in; there are social media channels, which are richer and more reactive, and tend to be better at building awareness than driving action; and there are all the channels of traditional marketing, from flyers and newspaper ads to big flashing signs at physical locations. So really, integrating a push strategy into your overall marketing plan starts with the channels and techniques you are already using.


Let’s say you have started funding a documentary video series for a cause. Your company’s name is in front of it, but there remains a question of how to get eyeballs on it. Social media will let you put up the video and keep it at the top of your presence, making it highly visible for those paying attention. But this method is passive; viewers have to come to the site. Push notifications, on the other hand, will get the video link in front of your biggest fans, the people most likely to share and talk about the video, regardless of their current activity or location. So while you will use other channels to get the video out there, the seed that will drive its ultimate success will likely be the push notifications you send out.

Building On Virtues

Once you have those virtues in mind, you will be surprised at just how often they fit in. Push notifications are sort of the fireworks of any marketing strategy. They are quick, they are visible, and they inspire people to one specific action. You might, for example, use them to lead into the launch of a new product after building it up on other channels. Any Apple user can tell you exactly when new products are arriving from their favorite company or when a new version of iOS is dropping.

So when examining your strategy, look for that one specific action you want your most engaged users to take—anything from sharing a video or buying a product to posting a review. Choose that specific action and use notifications to make it happen. This can either be the climax of a campaign or the inciting action—look at how albums are dropped, for example, with Spotify and Soundcloud using alerts to take users straight to the new content.

Conclusion

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.

Marketing with push notifications connects your brand with customers in the here-and-now. Not all push notification marketing platforms are built the same, and Pushnami is the leader in delivering cross-channel notification solutions to meet any business’ unique needs.

Now that you know all about using push notifications for marketing, discover what an AI-powered push platform can do for your brand. Request a demo of Pushnami today!


Where Are Millennials Getting Their News? 4 Ways to Capture Their Attention

In 2019, millennials are expected to overtake baby boomers as America’s largest generation. This is why attracting and getting the attention of this forward-thinking group has been a primary goal of many businesses. Regional and smaller trade publications, in particular, have struggled with attracting millennials because many in this age group source their news online. Publications must transition to more modern engaging marketing methods if they want to connect with this digitally-focused audience.

Where Are Millennials Getting Their News? 4 Ways to Capture Their Attention

Posted on Friday, September 28, 2018

In 2019, millennials are expected to overtake baby boomers as America’s largest generation. This is why attracting and getting the attention of this forward-thinking group has been a primary goal of many businesses.

Regional and smaller trade publications, in particular, have struggled with attracting millennials because many in this age group source their news online. Publications must transition to more modern engaging marketing methods if they want to connect with this digitally-focused audience.

How And Where Millennials Get Their News

The average millennial gets nearly three-quarters of their news from online sources, or any outlet they can access via their smartphones.

The problem isn’t a lack of interest in the news, however. Eight-five percent of millennials said they were somewhat interested in the news and 69% get news daily. But, the manner in which they retrieve the news differs from the pre-digital era.

Social media is currently the primary source of news for millennials. It represents the fastest way to get information and also allows for real-time opinions and feedback from peers. In addition to social media, 40% of millennials also get their news from a news-specific service, digital subscription or app.

So how can trade publications get millennials’ attention and keep it? One way is to focus on appealing to this generation—making your media trendy, portable, and engaging. Let’s take a look at a few ways to do this.

Live Video


A UBS Evidence Lab study found that 63% of US millennials watch live video. This generation loves the instant gratification of watching incoming news in real time.

To generate interest for your trade publication, consider going live on your social networks, whether Facebook, Instagram or YouTube.

Here are some ideas on what to shoot:

Behind the Scenes

Humanize your brand by shooting behind-the-scenes videos. Show team members working or gathering during company outings—essentially anything that will help you connect more with your audience will perform well with millennials.

Sneak Peeks

Your next issue is about to drop. Reveal a few of the highlights one week early (or even a day prior) to give your audience a taste of what is about to come and generate some excitement and anticipation right before you publish.

Get Them Involved

Millennials like to be connected to the brands they follow. Trust and authenticity are important to them. Ask your audience in a live video (and/or via email or social content) what content they would like you to publish next so they feel like they have some stake in the game. Are you looking to name a new column? Feature a new publication category? Offer a reward to the viewer whose ideas you end up using.

Here’s a helpful guide on how to create live videos on your social profiles.

Apps

Millennials have apps for just about everything, from ordering an Uber to pizza delivery to reminders to walk their dogs. Build an app that houses your publication. Include daily/weekly reminders via email that alert subscribers of new issue launches. Here’s a resource on how to create and develop an app.

Podcast Interviews


Thirty-eight percent of millennials listen to podcasts and all-time iTunes podcast downloads have reached 50 billion and counting. Podcasts are popular among millennials because they are portable and easy to listen to on-the-go, whether at the gym, walking the dog, grocery shopping, etc.

When conducting interviews for your publication, record an audio of the interview and publish this as a podcast. Each interview can be a new podcast episode. Publish the podcast episodes to:

  • Libsyn: This is where you can host and publish your podcast. Upload your mp3 file and embed the audio into a player on your website. You can find more information about how to do this here and here.
  • Social: Post your podcast website page link on your social media sites
  • Email: Blast to all of your email subscribers when a new episode drops
  • Notification: Inform the interviewees when the podcast goes live. Give them the url of your podcast page and specific sharing instructions so you can get more exposure through the interviewees’ networks.

Consider notifying your listeners via push notifications as well whenever a new podcast becomes available. With push, when a listener opens their smartphone browser, they’ll receive a timely alert that they have new content to consume.

If you want more information on starting a podcast, here’s a step-by-step guide.

Keep It Authentic

Regardless of the medium you use to attract more millennials, remember to remain authentic and allow your audience to see the real person behind the business. Millennials want to trust the brands they interact with. This is why in-your-face sales tactics don’t work with this crowd. Keep your advertising and communication connected, personalized and relevant so millennials feel like you care about their desires and needs.

One way you can connect with millennials online is via browser based push notifications. Push notifications allow you to personalize your messaging based on your user’s behavior and needs. This breeds relevant communication which is a more effective way to advertise to the millennial generation. If you want to give this strategy a try, sign up for a free 30-day trial here to see how push notifications can help you reach your audience and generate more sales.


Five News & Broadcast Media Stats You Need to Know in 2018

The media landscape is changing rapidly, as outlets multiply and audiences fragment. And nowhere is this clearer than in the data collected by Pew’s State Of The News Media reports, which offer a perspective on how the media is changing and where it’s heading. Here are a few key statistics from their most recent collection of data, and what they mean.

Five News & Broadcast Media Stats You Need to Know in 2018

Posted on Monday, September 17, 2018

Reporting still matters, but who’s reading?

The media landscape is changing rapidly, as outlets multiply and audiences fragment. And nowhere is this clearer than in the data collected by Pew’s State Of The News Media reports, which offer a perspective on how the media is changing and where it’s heading. Here are a few key statistics from their most recent collection of data, and what they mean.

Major Newspapers Have Seen Digital Grow By As Much As 46%

Even while physical circulation has declined, roughly 10% across weekday and Sunday editions for newspapers, digital circulation has begun to rise, substantially. The New York Times has independently reported increases in readership as high as 46% for the year ending in 2017, and 2016 saw enormous gains in readership as well. The internet is where the readers are, and newspapers need to use tools like web-based push notifications to get the attention of readers with the many online news options at their fingertips.

Local TV News Is Seeing Declines Of Up To 15%

Pew’s research has found that while the local evening news is stable, every other news slot, such as morning news and early-evening news, is beginning to see declines. Local news is still the king of televised information, in part because people care, deeply, about what’s happening in their area, but it’s clear that this advantage is beginning to erode. Local news needs to be proactive and start seeking out viewers on multiple platforms now, while they still hold a beachhead, or it may find itself in the same position as newspapers.

One of the biggest advantages modern local media has with Google is that it offers an intensely focused audience for local companies.

Any news outlet, regardless of format, should have a local SEO strategy that makes it easy for both members of the community and Google’s algorithms to find and rank their reporting. But this can go well beyond just good SEO techniques.

For example, a mix of local SEO and digital advertising can drive audiences to, for example, a newspaper’s profile of the local real estate market, or a radio interview with the CEO of a local business.

A Quarter Of Radio Listeners Also Listen To Podcasts

It should give you an idea of how powerful and ubiquitous radio is that, even now, Nielsen reports that 90% of Americans hear the radio at least once a day. Whether it’s music or news/talk is an ongoing industry dispute, and it’s also worth asking how much of that is genuinely heard, as opposed to just part of our ongoing audio world, but nonetheless, radio has a huge audience. Interestingly, though, podcasts are rapidly growing: 26% of Americans have listened to a podcast in the last month, and 17% in the last week, a figure that’s rapidly growing. In 2013, only 7% of Americans listened to a podcast in the last week. The future of radio is clearly, at least in part, in on-demand audio, and marketing channels like push notifications are often key to keeping audiences listening, both to live streams and to produced shows like podcasts.


We need reporters, but reporters need audiences.

Traditional Media Audiences Are Aging

One of the more important facts that everyone in the industry needs to be aware of is that audiences for terrestrial media are generally getting older. The median age of a cable news viewer ranges between 61 and 65. For Fox News, that number is above 65; nobody knows how far above for certain because the audience surveys generally stop at “65 or higher.” The common thread is Millennials don’t care about news, but the truth is just the opposite: The American Press Institute found 40% of Millennials pay for at least one news subscription, and that 85% find keeping up with the news is important to them. But they also don’t watch TV, sit down with a newspaper, or flip on a news/talk station. They get their news via digital channels.

Advertising Is Controlled By Tech Companies

Finally, the most important statistic, at least for ad-driven news companies, is that the digital advertising industry is dominated by tech companies like Google and Facebook. A collection of five tech companies own 65% of the digital advertising space. That means traditional media needs to be less dependent on these platforms, if they want to sell effective advertising, since they have no motivation to drive clicks or to offer a share of revenue. It’s no coincidence that public radio and television has seen increases in revenues and closed their funding gaps.

Traditional media need to build their own marketing platforms using tech companies, instead of relying on them for audience and revenue. Tools like push notifications will be the key way of building that audience, by bringing the news directly to the people who most want it. To see push notifications in action, sign up for a live demo of Pushnami!

Five Effective Marketing Tools for Increasing Viewer & Listener Interest

As options for news expand, newspapers, radio and television have to shift their strategies to capture the attention of viewers. The dynamic has shifted from viewership coming to news sources, to those sources coming to the viewership, and there’s a multitude of ways to bring your news to precisely the people who want it.

Five Effective Marketing Tools for Increasing Viewer & Listener Interest

Posted on Monday, September 10, 2018

News is becoming easier to access for everyone.

As options for news expand, newspapers, radio and television have to shift their strategies to capture the attention of viewers. The dynamic has shifted from viewership coming to news sources, to those sources coming to the viewership, and there’s a multitude of ways to bring your news to precisely the people who want it.

Social Media

While the dynamics of social media and its reach shift constantly, one thing that doesn’t change is that social media offers a real-time audience actively looking for news and commentary.

Each social network has a different approach to news: For example, LinkedIn lends itself to local business news, while Instagram lends itself more to local interest pieces, such as dramatic local sports photos or documenting a town event in real time. Even media sites like SoundCloud and YouTube have highly useful social features.

Look at the social media channels that cater most closely to your needs, and that your readers are most likely to use, and see how you can implement them to draw interest.

Local SEO And Digital Advertising

One of the biggest advantages modern local media has with Google is that it offers an intensely focused audience for local companies.

Any news outlet, regardless of format, should have a local SEO strategy that makes it easy for both members of the community and Google’s algorithms to find and rank their reporting. But this can go well beyond just good SEO techniques.

For example, a mix of local SEO and digital advertising can drive audiences to, for example, a newspaper’s profile of the local real estate market, or a radio interview with the CEO of a local business.

Push Notifications

Push notifications are a key part of any media organization’s marketing plan.

Push notifications are flexible tools that let your audience sort themselves into categories; if they most want to know about local sports, local business deals, or any other topic, they can sign up for notifications that will let them know a new story has arrived.

Browser-based notifications are particularly effective because they’re opt-in, are tied to browsers instead of specific platforms, and can be easily installed and configured on every page of your site. Your most dedicated audiences can get what they most want from your team with ease.


Your audience can know exactly where to tune in when you use the right marketing tools.

Repurposing Content

As time goes on, every media organization will be in the TV, radio, and print business.

We’re already seeing video clips and short podcasts accompany news and commentary articles, and articles are being turned into audio content for listeners on the go.

For evergreen content, such as profiles of local luminaries, commentary on local politics, and other topics that may be of broad interest, or are being looked at from multiple angles, repurposing it in various forms makes your content more accessible and more visible.

Newsletters

Finally, the daily and weekly email newsletter has a surprising degree of power, even now.

Not everyone is a news junkie, but they still want to be informed, and a newsletter offering quick summaries and links to the day’s headlines can be a powerful tool to draw interested, but busy, readers.

Need to know more about marketing your media business? Sign up for a live demo of Pushnami!


The Ultimate Guide to Using Push Notifications for Your News or Broadcast Media

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.

The Ultimate Guide to Using Push Notifications for Your News or Broadcast Media

Posted on Tuesday, September 4, 2018

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!