You’re already doing social media advertising for your museum. You’ve taken advantage of the Google for Nonprofits Ad Grant and are running no-cost search campaigns. Now you are looking for what’s new to take your museum digital marketing campaigns to the next level. Museum marketing strategies have changed over the years but the goal remains the same: to maximize visitorship and revenue. Museum marketing departments can benefit from newer targeting methods to reach their potential visitors whether for exhibitions, membership or other calls to action for driving sales.
As the top museum marketing agency in the U.S., here are Immerse Agency’s 5 suggestions to take your museum digital marketing campaign to the next level.
Digital media meets traditional media: This newer targeting method allows you to match your website traffic to mailing addresses and drop shipping postcards to prospective high-ticket customers. It’s a cool way to get in front of potential museum-goers for exhibition ticket sales, donations, a membership pitch or merchandise sales. There are ways to target specific pages on your site or you can target site-wide. You can supply a suppression list to the vendor to ensure you don’t target/send postcards to specific groups or reach your entire website audience over a period of time. Museum marketing agencies can help bridge the gap between the vendor and your museum for getting the best deal on these types of postcard programs, as well as handle the set up and logistics, such as pixel placement.
Another cool new digital ad technology allows you to serve ads to folks interested in your museum on various platforms and devices they are using in their everyday life. As an example, if someone clicks on your Facebook ad to get to your website and falls into your retargeting funnel, you could serve them a streaming ad on Hulu or audio ad on Spotify. This type of digital advertising campaign requires many types of ad assets such as display, animated ads, video ads, and audio ads. Reaching out to a museum marketing agency that has experience in generating this type of creative and executing these ad types would be beneficial.
To build an audience of qualified customers for your museum digital campaign, you can now place a “frame” around a landmark or area and discover people who were in that space, based on their location tracking, during a specific period of time. For example, if your museum wanted to target people interested in other cultural institutions, you can geoframe another museum or institution of choice to create an audience of people who have been to that place in the last 6-months. Then you can use that audience in your digital advertising campaigns. If you’re still doing “geo-fencing” this is significantly different, reach out to us and we’ll share why.
Some new digital platforms can identify close personal and professional connections to top decision makers at big companies and deliver an audience to your ad platforms to advertise to those folks. As an example, this audience could be made up of family members and close friends to a local CEO you want to become a donor. By surrounding his/her/their contacts with your messaging you can endeavor to get your brand brought up organically in everyday conversations. As a highly unique and niche way of reaching high-profile people, a museum marketing agency is key to bring in on one of these conversations to strategize the messaging and use of this audience base to maximize success.
SMS or short message service is another way to reach your museum goers in their daily lives and where they spend much of their time: on their phones! Platforms allow you to reach people who have opted in to receive your text messages to remind them of upcoming events, complete a cart purchase, or other notifications to keep them in the fold of your museum brand. Text message marketing is typically for a “warm lead” or already engaged person, as they need to provide their cell phone number and opt-in (like email). It can be useful to convert new, interested people in your museum brand. Museum marketing agencies can help establish the text messaging cadence that works best for your goals.
Wow, there are a lot of new, amazing ways to reach your potential new museum visitor, member, or donor – and this is just the tip of the iceberg! A museum marketing agency will have experience working with platforms that run these types of campaigns, so it’s great to reach out to an expert when exploring new digital marketing technologies and trends for your museum. Looking to get started on your next museum marketing campaign? Contact us today for a free consultation!