March 21, 2022

This paid piece is sponsored by Click Rain.

When it comes to marketing, everyone wants to connect with their current and potential customers in the most effective way. However, understanding consumer habits and preferences can be a challenge. As marketers, we know the marketing landscape is constantly evolving, and resources to better understand our Upper Midwest audience are not readily available. Furthermore, national marketing and digital consumption trends don’t always align with what is happening in the Midwest.

This is where the Digital State of the Midwest report comes in.

Last month, Click Rain + Lemonly released the second edition of our Digital State of the Midwest report. We developed this report to serve as a resource for regional businesses targeting a Midwest consumer base. With the information provided, brands can feel more confident about their marketing strategies, find new opportunities to reach and engage with potential customers and better understand media consumption trends.

The report is full of insights you can put to use. Here are a few highlights:

Across all age groups, 48 percent of respondents said paid search ads were likely to lead to a purchase, up 21 percent from 2018.

In action: Does your business currently have a paid search strategy? If you’re not running paid search ads on Google or Bing, now is the time to reevaluate and see if it makes sense to start.

Eighty-nine percent of respondents reported using streaming devices, which has doubled since 2018. 

In action: Does your business run connected TV ads? Not all streaming subscriptions are ad-free, so this is a great opportunity to generate brand awareness.

Respondents with children at home are 13 percent more likely to consume video content than those without children at home. 

In action: If parents are in your prime market, is video content part of your marketing plan? Video should be incorporated across your website, social channels and other tactics. From how-tos, testimonials or behind-the-scenes views of your business, parents are ready to consume your content.

Those with higher levels of education are more likely to listen to podcasts.

In action: If this demographic aligns with your primary markets, do you have a podcast or online radio strategy? Are there podcasts you can sponsor or be a guest on to showcase your expertise? The audience is intently listening.

Google’s market share in the U.S. is 61.4 percent, compared with 85.9 percent in the Midwest.

In action: From your Google Business Profile to paid search ads, be sure to utilize multiple means to stay top-of-mind when users turn to Google.

These insights and many more are available to you with the purchase of the report. The Digital State of the Midwest is based on survey data from a statistically significant and representative population of Iowa, Minnesota, Nebraska, North Dakota and South Dakota consumers.

We hope it enhances your marketing strategies and helps you forge stronger connections with customers across the Midwest.