Hyperlocal Advertising for the Broad Modern Business Marketing Starts Right Next Door
3 Ways To Protect Your Business From Cyberattack
1. Plan for the worst.
The sad truth is that, no matter how much most businesses prepare their defenses for cyberattack, a breach will often occur anyway. That doesn’t mean you shouldn’t invest in protection, but you should always have a plan in place if and when crisis strikes. Include actions to contain the breach, patch the affected systems, and coordinate teams (not just IT) to stay on top of the problem. The vast majority of breaches are instigated through minor errors by everyday employees. These noncompliant security behaviors aren’t just bad for your business; they’re bad for PR. That’s why cybersecurity should be everyone’s priority, not just the techies in your business. That means educating everyone on what to watch out for and what to do when hackers come knocking at your door. 2. Keep your team in the know.
Whether you’re the CEO of a major tech-savvy corporation or a freelancer, your eyes should be set on your next marketing move in this digital age. While spinning signs on sidewalks and flying banners from the backs of airplanes may be considered staples of public outreach to some, the tide is shifting to more targeted ways of reaching your future clientele. Virtually any business can benefit from utilizing hyperlocal advertising and its many strategic facets. Hyperlocal advertising refers to the process of hyperspecific or niche marketing campaigns implemented for a certain focus area. This can manifest in many comprehensive forms, depending on the specific needs of the business. A local mom and pop restaurant may choose to take advantage of hyperlocal advertising by sending ads to potential customers within a 5-mile radius during the hours they are most likely to be hungry, on their lunch breaks, or when they are otherwise free to stop in for a bite to eat. Alternatively, a major car dealership in a metropolitan area could target their potential audience by running ads during local pro games. So how does this work for YOUR business? It all depends on your desired campaign for your targeted region. Assuming you’re well-informed about your current demographics or the demographics you’re hoping to reach, there are several methods to effectively implement hyperlocal advertising tactics. By using GPS and IP addresses, you'll be able to target ads to specific cities, streets, and even buildings by inputting their coordinates. After you’ve narrowed it down, you can choose which areas work best for your goals. A mechanic shop expanding to a new city may cast a wider net, while a high-end jeweler may target areas with higher incomes. With hyperlocal strategies, your advertisements can be catered on a variety of digital platforms, like social media, streaming services, and apps. These new age technologies will give you more exposure and patronage for your ever- expanding business!
3. Budget for robust cybersecurity.
Of course, all of these measures won’t mean a thing if you don’t actually invest in cybersecurity. Instead of a one-and- done task to check off, cybersecurity actions should be a regular component of your day-to-day. Include the costs of training, employee time, documentation, consulting, and the latest security innovations.
2019 is the Year of Personalized Marketing
2019 will be a year of rapid innovation, where new technologies continue to empower consumers to make ever more informed decisions. However, this doesn’t mean that business can totally automate, depersonalizing the sales process from start to finish. This includes your marketing, which needs to be more personal than ever. Stock images and generic campaigns will no longer cut it. Laser-targeted, individually tailored content will drive conversions where Google Adwords will fail. It’s also worth noting that with the increasing advent of voice search technology, search engine optimization will shift more towards long-tail, conversational queries — the kinds of questions humans actually ask. Keep these facts in mind, and you’ll be a step ahead of the competition.
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