DIGITAL MARKETING IN COVID-19 RECOVERY PERIOD 4. TARGETED ADVERTISING
Facebook and Google Ads offer you theopportunity to pro- mote targeted ads to your different customers. This can be done via the existing data you have and with campaigns tar- geted on areas where your service is available. This allows you to increase your reach to potential customers. Instagram (run through Facebook) also offers good local advertising options. Google Adwords is useful for jumping on the opportunity of someone searching for a taxi. You bid on their keywords like ‘taxi company near me’ and your ad comes up top on Google making it more likely the passenger will click on you. You can also use Google Display Ads which put your ad images on websites that your potential customers may use. This is an option for keeping your brand in front of people more so than capturing themin theirmoment of needing a taxi, but it is also good for promoting special offers.
5. PROMOTIONAL CAMPAIGNS
Promotional campaigns can really help increase calls or app downloads. Offering reopening discounts, referrals, or promo codes for booking via your passenger app can help you increase your revenue. Remember, people come online think- ing they will find better deals. 80% of people are looking for promo codes whilst 91% of customers who have used your discount offers previously, will re-use your service in the future. Think about coaxing existing passengers back out with a discount off their first out of lockdown taxi ride!
6. EMAIL MARKETING
Targeted emails to your customers during specific periods can really help increase conversions. For example, an email to your customers on how you are providing services and assis- tance during lockdown will raise awareness and boost business. What about targeting a courier service at your account customers to help them move documents or equip- ment to their employees or customers? Or how about filling them in on the health and safety policies you’ve put in place and suggest they subsidise employee taxi travel so they don’t have to use public transport when returning to work in the recovery period?
7. CUSTOMER FEEDBACK
Social proof is important for customers of all products. Noth- ing helps to sway a new customer more than reading good reviews for your business and seeing high ratings. Integrate easy customer feedback loops on your website and apps. Real-time reviews lead to better visibility of your brand and help to acquire customer’s trust. It also allows you to take on board any corrective measures if needed. Taxi Solutions has a great product for this and is currently offering the first month on Review Master free for iCabbi customers! Contact them here:
shorturl.at/jGT28
. INFLUENCER REACH OUT Effective influencer strategies lead to strong conversion rates JULY 2020 13
What sources are bringing traffic to your website? More importantly, what sources are showing the highest conver- sion rates for online bookings or app downloads? You may find, for instance, that while Facebook ads deliver 1000 visi- tors to your site per month, this only delivers 10 new customers, compared with Google ads which brings 100 vis- itors per month but 30 of these become customers. Now factor in how much you are spending on each of these plat- forms? Which gives you the best value for money? The trick is quite simple. Do more of what is working, and less of what’s not. As this article shows, your taxi fleet’s digital mar- keting strategy should comprise of a number of different elements from good SEO to social media, online advertising and so on….. so it’s important to understand the value you get from each of these and how to maximise the return on both your time and your money.
Article supplied by:
Sinead Gillett and iCabbi
www.icabbi.com
Sal Zaidi Taxi Solutions iCabbi Marketplace Partner
www.taxisolutions.co.uk
and can help to build brand awareness. This could be through engaging with popular figures of the town such as celebrities, bloggers, or local influencers. Shoutouts from them using your services builds a positive and reputable impression and allows you to reach out to a wider audi- ence. Who has got a big social media following in your area, and how can you engage with them to mutual bene- fit?
9. PR OPPORTUNITIES
Old school PR is just as relevant now as ever… the only differ- ence is that you can now try to get people to talk about you AND link to you either on social mediaor to your website. What stories can you tell about your taxi fleet that may get picked up by traditional and online media? What kind of stunts can you pull to make people take their phones from their pockets, snap a picture and share what you are up to with their networks, it could be as simple as free ice-cream or decorating one of your taxis as a float and taking part in a local parade.
10. ANALYTICS
The greatest advantage that digital marketing has over tradi- tionalmarketing forms is the ability to accurately gauge return on investment. You can use analytics resources like the in-plat- form social media reporting tools and Google Analytics to measure the success of your campaigns in terms of engage- ment or better still desired actions.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112
