15 Aug Creating and Implementing a Brilliant Push Notification Strategy
Trying to capture the attention of the general public in today’s ultra-busy online space can seem like an impossibility. The marketing noise in your space can be deafening! It’s for exactly this reason that developing a sound push notification strategy is imperative.
What makes up a rock-solid push notification strategy?
We’ve broken it down for you:
- Know Your audience
- Craft your message carefully
- Make use of all available tech
Let’s explore this together.
Designing For Your Audience
No matter how awesome your promotion, how clever your words are, or how much money you spent on setting up that campaign, if you aren’t providing value to your users then it’s all for nought.
We, as a species, have been conditioned to block out things that don’t interest or benefit us directly. If we didn’t, well, we’d all be stuck in overload ad unable to process the flood of information that comes at us every day.
That means that you need to really understand your audience when designing a push notification strategy. You need to know who they are, what they want, why they want it, and what language to use to make sure that they understand our message in the shortest possible time.
Irrelevant information equals spam. It’s that simple.
Crafting Your Message
Once you know who you’re talking to and what’s important to them, then you will need to know the language that they use to get your message across in a clear and concise way.
You may, for example, use industry terminology in the office which is completely alien to your audience. You may call it a super-fast petropowered installation configuration, but they may call it a widget. This is a key point for many businesses who think that their customers are on the same page as they are.
In order for your message to be effective, you will need to clearly show what you want them to do, how they can do it and what the benefits are to them. You will also need to be very aware of timing – especially when using push notifications on a mobile device.
Change your message up, see what works, and most importantly – make use of data to hone your message based on the user’s behaviour. Which brings us to the next key point…
Make Use of Tech
Do you know what platforms are available for marketing or educating via push notifications? Do you know how to gather the data and what to do with these insights?
Many companies have found it useful to segment their audience in order to deliver a more specific message to a group or demographic. Making your recipient feel unique and special will have a far better impact that an irrelevant “Dear User” message.
Thankfully there are several applications and services which your business can make use of which automatically segments your audience based on behaviours, location, actions, etc.
This means that we can craft our message based on where they are in their journey, where they live or what categories they are interested in.
The Marvels of Mobile
Mobile use whizzed past desktop use a good while ago. It becomes more apparent when you look at Google statistics for online ads, social media use and instant messaging, all of which are gaining ground on mobile devices at an alarming rate.
This is excellent news for businesses who plan on making use of push notifications as a marketing strategy, but it does mean designing for mobile right from the get-go. Thankfully, with the right mobile partner, this is easier than it sounds.
It’s worth noting that your first push notification strategy may not work. And that’s okay. Getting the best message is part art, part science, and part blind persistence! So, keep trying, keep testing, and keep careful and detailed notes on what works and what fell flat.
Making use of push notifications as a simple and easy communication channel is a great choice. Making sure that you have a sound push notification strategy in place is the biggest challenge in getting it to work for you.
Chat to the Panacea team for more information on this exciting and effective tool.