Entertainment Venue Digital Marketing Problems
Please, raise your hand if you’ve ever felt that your Entertainment Venue digital marketing efforts are incorrect.
Typically, when you market your entertainment venue, you’re hit with many marketing channel opportunities; a website, Facebook marketing, email marketing, inbound marketing, Google ads, Facebook Ads and so on.
It’s daunting enough creating and managing all these channels – never mind putting all this activity and data into monthly performance metrics that enable you to understand how this time and resources are impacting your business.
Well, the problem is: you don’t know, what you don’t know. Yet, Digital Marketing Company in Indianapolis with the right information and tools at your disposal, you could easily assess whether or not you’re doing some of the worst digital marketing mistakes that hurt your entertainment venue.
Continue reading, and we’ll walk you through the 9 digital marketing mistakes that hurt entertainment venues. When we’re done you’ll know how to diagnose your digital marketing problems.
Let’s dive in.
9 Digital Marketing Mistakes You’re doing right now with your entertainment venue
Entertainment Venue Digital Marketing
1. Ignoring Local
Local advertising is not a new concept. The Yellow Pages have been around since 1886. What’s new is where you do your local marketing.
Whether you’re looking for locals to come to your entertainment venue or travelers from outside the area, you need to maximize local digital marketing strategies available to drive awareness.
4 in 5 consumers use search engines to find local information
50% of consumers who conducted a local search was on their smartphone
4 in 5 consumers want ads customized to their city, zip code or immediate surroundings.
Source: (Understanding Consumers’ Local Search Behavior)
Search engines are pointing their lens on a place or location. Not to mention, mobile search has reduced the about of traffic coming to your website from desktops, and is location/proximity based.
For an entertainment venue to reach it’s ideal buyers, which are commonly location specific, you must make sure you doing several strategies for targeting local.
There are many, such as:
ranking high in local searches by using keywords that use both your company and physical location with an emphasis on local for on-page and local SEO for off-page.
be listed in relevant industry and geographical directories/listing like chambers of commerce.
2. Optimizing your website for mobile
People expect device specific content with regard to their mobile devices.
“60% of people in the US use smartphones and around 29% use tablets. Most Internet users in the US go online every day.
This is true across all age ranges, with 66% of Internet users 55 or older coming online every day.”
(Source: Connected Consumer Survey 2014)
With so many of your website visitors connecting to your website on multiscreen devices, it’s critical to provide a website experience that enables them to find the information they’re searching for and be captured by your company.
The time and resources you put into optimizing your website for mobile will increase your opportunities to be found, which is money well spent. You must have a mobile marketing strategy.
News update: In April 2015 Google’s algorithm will see “significant impact” on all mobile searches in all languages worldwide. Google has said that users will find higher quality results. Digital Marketing Company in San Antonio results will lean more towards mobile-friendly website.
3. Avoiding Social Media
Entertainment venues often have resource limitations; you find yourself trying to maximize the effectiveness and extend the impact of every dollar and hour spent, which has lead many to ignore social media. Yes, you do have a Facebook page, and occasionally update it – but only because you feel you have to. This frivolous approach leads many to improperly measure monthly, quarterly, or annual performance.
Even worse, entertainment venues will follow the obligatory trend and setup social media accounts and pages, then ignore them. This creates a social hub of empty, outdated accounts that offer no value to your business and your ideal buyers.
84% of B2B marketers use social media in some form (Aberdeen)
80% of U.S. social network users prefer to connect to brands through Facebook
As of July 2013, Facebook is the most popular social network in the United States. (Nielsen)
Google+ attracted 20 million users within the first 3 weeks of its launch. (comScore)
You’re missing out on a huge opportunities. increasing the search ranking of your website with relevant social media signals around your brand, message, and media coverage. Digital Marketing Company San Antonio can also go above and beyond social media engagement and go into attack mode with targeted Facebook Ads that narrowly focus in on your ideal buyer.
Worried about diving into the social media deep end? Research. See where you competitors are in their digital marketing efforts, and more importantly, where you ideal buyers are.
Social is driven by multiple factors: Find the ideal balance between engagement and targeted contextual advertising. Don’t feel you need to be on every social media site. Start with one channel, Facebook. Keep content fresh and consistent, share quality links, and as you settle in, add on channels as need. If you don’t want the hassles and have too much to do, consider hiring experts to drive business value from social media accounts.
4. Not capturing Emails
If you don’t have or are not working to build an email list, you’re making one of the biggest mistakes you can make in your business.
In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. (eMarketer).
89% of marketers said email was their primary channel for lead generation. (Forrester Research)
Legitimate email marketing email provides you a one-to-one environment to engage with your audience. While social media is important, it’s busy and crowded.
Another benefit is that email is harder to ignore. With millions of Twitter or Facebook updates, marketing your business with email will should convert better.
Setup a simple opt-in form on your website and provide some offer in exchange for a visitor’s email address. Once you have their email, be useful. Make the content of every email and touch point useful, relevant and personal. Test this, but only send emails on Tuesday, Wednesday, and Thursday to get the highest open rates.
5. Publishing Duplicate Content on the Company Site
You know that great search engine optimization will have your website ranking well in search results. One of the components is having a high volume of well written and useful informational content that is focused on providing value and a proper usage of keywords.
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