Every day, do you get warnings and messages from the applications installed on your cell phone alerting you to unpublished information and updates? If you are a frequent smartphone user and you are always checking for news, you definitely know what push notifications are.
Push notifications can be characterized as alerts for new messages on social media, WhatsApp, or your emails.
In addition to alerts sent to users via mobile phones, there are other types of push notifications. This is a warning system that does not require an application installed on a mobile platform. They consist of warnings that are received through a web browser, that is, that is connected to the internet.
However, perhaps what you still do not know is how this system can be optimally used to develop further and leverage the results of a business.
With that in mind, we’ll explain what push notifications are and why they’re useful in a digital marketing strategy. Follow the reading!
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What are push notifications?
Push notifications are a kind of message alert that is sent, via push notification service, to an electronic device – mobile or tablet – or directly in the web browser at any time.
By clicking on this alert, the user is directed to the application itself or to the site from which the warning was issued.
They are sent for the purpose of engagement and contain content of interest to the user, which generates, therefore, greater possibilities of click. The alerts will be personalized according to the individual preferences of each person.
These notifications may aim to download an update, report a new message received, promotions, an invitation to an event, etc.
Mobile push notifications
It is important to mention that, other than SMS, for push notifications to be sent, the user must install the application and give its permission for this to occur. In this way, it controls the receipt of this type of warning.
They are offered according to the support of the operating system present in the electronic device – IOS, Android or Windows Mobile.
Web Push Notifications
Web Push Notifications are another kind of push notifications. They consist of alerts that appear in web browsers and have the appearance of pop-ups. They are very common in social networks, news sites and online content, such as newspapers.
How do push notifications work?
Both kinds of push notifications – via mobile and via the web – are known as permission marketing strategies or actions. In this way, they can help the relationship between the company and the alert service users.
Thus, if there is a new article on the site, an alert can be sent to announce the novelty to the user.
Also, they are often very useful on e-commerce platforms, that is, in virtual stores. Thus, situations in which a product has been launched is being promoted or is about to be exhausted, alerts may be sent with the purpose of informing the possible client about the stock of goods and possible payment facilities, among others.
How can these notifications be useful to your business?
The purpose of push notifications is to increase the engagement of visitors and users who visit a particular virtual page, be it a virtual store or just a page that offers varied content.
It acts as a channel that offers one more possibility of involvement and participation of the possible clientele with the company, since, generally, these notifications invite the user to perform a specific action.
That is, it is one of the means used to make your brand reach users.
Also, planning a strategy for sending push notifications:
- increases site traffic index;
- allows to know about the interests and needs of the target audience – person;
- provides more interactivity and increases the chances of conversions;
- facilitates the knowledge of the interests of your potential customers;
- improves the relationship between company and customer;
- sculpt the reputation of the brand; among other advantages.
How to optimize push notifications?
We can cite some good practices that can be adopted when sending these notifications. Let’s see!
1. Have really relevant notifications
Push notifications should be useful and practical for the user. There are several possibilities to be used. We can cite some examples:
- information on traffic conditions and traffic jams;
- weather forecast and climate in the next few days;
- information on the status of flights and connections;
- urgent and last minute news, etc.
2. Avoid being invasive with the client
The goal is to consolidate the relationship between consumers and businesses and thus attract more chances of closing sales.
However, attention should be paid to the planning of sending these alerts. Overeating can be a damaging factor and can put people off. They can turn off notifications and stop consuming content.
Therefore, everything must be done naturally and subtly. Content should be objective and well-presented. This prevents the user from feeling uncomfortable and feels that their privacy and quiet are being violated.
3. Define your goals
First, you must have prior knowledge about the person. From there, you can set your goals. Do you want to attract traffic or generate conversion?
With this in mind, we’ll give you some examples of how push notifications can be used:
- advertise new products or promotions;
- In the case of an ecommerce, you can create a notification that notifies users that they have abandoned the shopping cart before making payment;
- report updates, etc.
4. Use the copywriting technique
Some strategies help increase the conversion rate and thus boost the business of a virtual store.
The copywriting technique can be used for that purpose. It is the use of previously studied tactics, in order to create optimized content, with a high probability of conversion of the readers. We can cite some examples:
- getting to know the target audience well;
- establish the appropriate language to deal with the person;
- create bonds and seek the loyalty of the reader;
- write the text with action verbs;
- make use of data and statistics.
5. Test the shipping schedules
The time of sending the notification is a turning point for the development of the business. This is to verify, through tests done at different times, when the highest flow of clicks occurs in the notifications and visits on the page.
From there, you’ll be able to get to know the persona better and know the appropriate time and frequency for the content to be sent, thus increasing the chances of conversions.
Push – mobile and web – notifications are an essential resource for an excellent digital marketing strategy. For everything to happen as planned and business success, some practices must be adopted. We can cite the adoption of appropriate notices, not invade the customer space; customize messages, among others.
All of this helps build and strengthen the bonds between customers and the business and leverage business.
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