In any given year, the holiday season can be make-or-break for many mid-market retail businesses. In 2020, the stakes were even higher. COVID-19 forced retailers to limit in-store capacity and enact new safety procedures. Retailers needed to innovate and find new ways to deliver products to consumers. But what impact did this pandemic have on… Continue reading 2021 Shopper Study: 3 Key Findings Mid-Market Retailers Should Know
Author: Silverback Strategies
How to Market Home Services with Content Marketing
More time spent at home due to the coronavirus pandemic had a positive impact on many home service providers, who could face even more growth potential with the effects of economic stimulus packages. In fact, a survey from modernize found 57% of homeowners planned to use their stimulus check for home improvement in 2021. It’s… Continue reading How to Market Home Services with Content Marketing
How to Measure the Customer Journey in Home Services
Not all homeowners are ready to make a purchase right now. And that’s OK. But you should understand the different behavior prospects show at each stage of the customer journey. This can be done by collecting data at key listening posts along the way. This article overviews the customer journey in home services and shares… Continue reading How to Measure the Customer Journey in Home Services
Decoding Virginia’s New Consumer Data Protection Act (CDPA)
This article does not constitute legal advice, and is instead a guide to new, relevant legislation for marketing practitioners. Please confer with your legal counsel before making any decisions in regard to CDPA. *Update: On March 4, 2021, Governor Ralph Northam signed CDPA into law.* Consumer data privacy is no light matter. As more people… Continue reading Decoding Virginia’s New Consumer Data Protection Act (CDPA)
Early Moves From the iOS 14 Battlefield Could Have Major Impact on Ad Ecosystem
It seems as if conversations around ad tracking have gone mainstream. From the WSJ to the now-famous WallStreetBets Subreddit, it’s no longer just advertisers who are pondering the true impact of the iOS 14’s privacy update, investors are also starting to take notice. For those of you that don’t know, Apple included a new privacy… Continue reading Early Moves From the iOS 14 Battlefield Could Have Major Impact on Ad Ecosystem
How to Connect Traditional and Digital Marketing for Home Services Brands
Home service marketers probably hear more exaggerated death reports than any other industry. “TV’s dead.” “Email is dead.” “Radio? That’s dead.” Everything is always dying. And yet — 20 years into the new century — everything is not only still alive but evolving in new and interesting ways. What does “traditional” marketing mean, anyway? Traditional… Continue reading How to Connect Traditional and Digital Marketing for Home Services Brands
How Nonprofit Businesses Can Overcome Facebook’s Political Ads Ban During Giving Season
Facebook’s policy on political advertising related to the 2020 election is still in effect, and it has wide-ranging implications for businesses around the country, whether or not ad content is explicitly related to elections. “The temporary pause for ads about politics and social issues in the US continues to be in place as part of… Continue reading How Nonprofit Businesses Can Overcome Facebook’s Political Ads Ban During Giving Season
The Customer Journey in Consumer Services: Five Key Findings From Original Research on Buyer Behavior
When consumers realize they need to purchase a service for themselves or their home, they move along what’s known as a customer journey — a series of events that result in selecting a provider to work with. Understanding the customer journey will help marketers empathize with buyers, leading to more relevant messages and content. These… Continue reading The Customer Journey in Consumer Services: Five Key Findings From Original Research on Buyer Behavior
Search Intent Analysis: The Ultimate Guide
Search engine optimization (SEO) is about reaching your target audience by creating helpful content that addresses their queries in search engines. But being helpful isn’t enough. The content you create also has to match what search engines think the user is looking for. That’s where a search intent analysis comes in. Countless factors make up… Continue reading Search Intent Analysis: The Ultimate Guide
SEO For Higher Education: How Schools Can Increase Enrollment
The college application process has, like almost everything, become an online exercise that requires SEO expertise. Schools used to be able to rely on students to come to them. Institutions of higher education have spent the past few years revamping strategies to be more proactive in recruiting students. Instead of waiting for students to find… Continue reading SEO For Higher Education: How Schools Can Increase Enrollment