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Audience First Digital Marketing Ecommerce Marketing Strategy

Converting Customers

This is the last of three blogs in our Funnel series.  Here, we will be talking about the conversion stage at the bottom of the marketing funnel. 

After building awareness for your brand and informing the audience about why they should buy your product, you’re ready to start converting prospects and turn them into real customers. This is called the “bottom of the funnel” (BOF) stage. 

At this stage, your audience is already on the verge of buying your product or service. Below are some techniques you can use for your business to seal the deal.

Ways you can convert customers at the bottom of the funnel

  1. Create content for common keywords that customers use to search. Just because a customer is almost at the end of their purchase journey doesn’t necessarily mean they’re going to buy from you. There are other players out there too who are fighting for the customer’s business. After extensive research, chances are they’re also now deciding which product or service to avail, yours or the competitor’s. 

Give them a little nudge in your direction by creating content that includes the common keywords they might be using to search for your product related to:

  • Sale
  • Discount
  • Reviews
  • Buy
  1. Use Social Proof. Let’s borrow a page from psychology and make use of Robert Cialdini’s concept of Social Proof. In his book “Influence – the Psychology of Persuasion” he talks about the principle of social proof, which is the common inclination to look at other people to guide their own behavior. 

Now, this is especially important for online sales because a customer is not able to touch or see the product for themselves. Naturally, a brand or service will play up what’s great about what they’re selling which is why most customers generally do not trust brands. Because of this, people will turn to other customers to see what their experience is like. 

Content-wise, you can provide social proof in the form of testimonials or reviews posted or shared by real customers. These reviews are something you can re-share on your social media pages. With the proper permissions of course! 

  1. Ask for the sale. Once you know that your customers are ready to buy, nudge them toward the purchase. Sometimes it’s as simple as making the ask. Make sure you have a strong call-to-action (CTA). A call to action is simply provoking the customer to take an action related to: “buy this product now.”
  1. Set up an offer. Just like what you’ve done in the middle of the funnel, you can continue to set up a convincing offer to help the customer convert. Study what your competitors are offering and try to see how you can make your deal even sweeter.
  1. Send reminder emails. If customers made an attempt to buy but didn’t go through with the purchase, you can use a remarketing tactic like sending emails to those who have abandoned their carts. 

It’s possible they just needed some time to think about it. Don’t let them forget you and re-open that communication line by sending them a friendly email reminder. 

Ultimately, consistency and messaging are crucial to winning customers. It helps to use a framework such as the marketing funnel to organize your efforts and communicate the right information to the customer in the stage they are in.

With the right data, insights, and digital tools to learn about your audience, you can create successful campaigns to help your business grow. 

Miros Digital

Looking for a partner to help optimize your content and elevate your online business? Get in touch with us today! We have a team of highly dedicated and experienced marketing professionals that can help you create data-driven marketing efforts and achieve your revenue goals.

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Audience First Digital Marketing Marketing Strategy

Nurturing your Customers

This is the second of three blogs in our Funnel series, where we talk about nurturing your customers in the middle of the marketing funnel.

Now that you’ve built some awareness for your brand at the top of the funnel through your awareness campaign, you should have been able to attract some potential customers. Your job now is to move them down to the middle of the funnel, which we mentioned briefly in the previous blog.

In this second part of the funnel series, we’ll be talking about the “middle of the funnel” (or MOF), in more detail, and share some tips and tricks you can use for your own business or brand. 

“The mid-funnel is the area of your sales process where leads have been generated, identified with means of contact, and qualified as worth chasing. The content in the mid-funnel is what bridges the gap between the top-funnel introductions and intrigue and the conversion at the bottom of the funnel.” – Chief Marketer Magazine


The middle of the funnel (or MOF) is the stage right after awareness. Your customers now have an idea of your brand or product but haven’t decided whether or not they want to purchase from you. So now you have to do the work in order to convince them why they should.

Looking at it from the perspective of the consumer, this is the evaluation stage. At this point they are most likely doing their research and weighing out their options, making them the perfect candidates for targeted marketing campaigns. 

From your point of view as a marketer, on the other hand, the middle of the funnel is your conversion stage where you’ll have to find ways to directly convince your potential market why they should choose you over your competitors.

How to nurture customers online

The wonderful thing about the digital age is that there are so many different ways and platforms you can use to reach your potential customers. And with the tools available to you, you can even be more specific about the audience you want to reach so that you can generate higher quality prospects who will be likely to convert. Now that you’ve attracted some prospective customers, let’s talk about how to reel them in further.

Here are 4 quick tips on how you can nurture those customers online:

1. Use retargeting techniques to continue communicating with customers you’ve advertised to.

Retargeting is an online advertising technique that helps you re-market your brand or product to people who have already visited your website or page. 

They may have been interested in your product or service at one point which is what brought them to your site in the first place. Your goal is to capture their attention again. There are many ways you can go about doing this, but here are our three favorite examples:

  • Retarget your audience by specific URL visits – This means serving them relevant content depending on the specific actions taken on your website.
  • Retarget existing customers – At one point, even your existing customers may become unresponsive — it may be because they feel like they’ve already gotten everything they needed from you, or because they forget that you’re there. Whatever the reason, retargeting is a great way to upsell new products or try to convert them to another existing product. And what’s even greater is that you’re already talking to an audience who you know is interested in your product. 
  • Create ads based on how they engage on your page – Another option is to use Facebook’s “Lead Ads” tool. These form-based ads offer your audience lead magnets such as promos or exclusive offers in exchange for their information like an email address or phone number. 

2. Sweeten the deal by developing engaging content and see how potential customers react.

Developing content that specifically seeks to engage the audience and get a reaction from them helps you connect with them. Get a pulse of your audience’s interests by going ahead and introducing engaging content in the form of tips, funny videos, quotes, and maybe even offers to test the waters. From there you can study how they react, engage, and even participate depending on the type of content you publish.

3. Identify hesitations potential customers may have about your product. 

One reason why your potential customers may not have converted yet is that they may have some hesitations about your product or service. Another wonderful thing about marketing online is you can directly connect with your customers, which means you can investigate what hesitations they may have about your product. 

Part of learning about their behaviors involves scrolling through the comments section to find out what they’re saying, and analyzing ad performance to see which messages are performing well, which helps you see what they are connecting with. Doing these things allows you to understand your audience even better to inform your future campaigns.

You can do these yourself, or you can hire a marketing professional to help you sift through the information (FYI – we do this for clients!). Professional marketers will most likely have the tools and technology to do this more efficiently.

4. Continue creating and sharing content that can motivate them to buy.

Knowing what your customer’s pain points are, and listening to what they say can inform your content and make it more relevant. You could even provide them with content that helps them make a decision whether they should buy your product or service.

 Other prime examples of content you can develop to help you market to customers include:

  • Product comparisons
  • A guide to using your product
  • Testimonials from others

Miros Digital

Looking for a partner to help optimize your content and elevate your online business? Get in touch with us today! We have a team of highly dedicated and experienced marketing professionals that can help you create data-driven marketing efforts and achieve your revenue goals.

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Digital Marketing Marketing Strategy

Building Awareness for your Brand or Product

This is the first blog of three blogs in our Funnel series. Today we are talking about the awareness stage at the top of the marketing funnel. 

There has been a rapid shift in the way that people purchase these days, where more and more customers are now shopping online. It’s a great time for e-commerce owners or marketing managers to establish and strengthen their brands online.

As a marketer, your job is to reach prospective customers and bring them down the funnel and to convert them into customers. The first step is to find customers at the “top of the funnel” (or TOF).

What is the marketing funnel?

The marketing funnel represents the milestones of your customer’s journey. This consists of three main parts:

  • Top of the Funnel – The awareness stage 
  • Middle of the Funnel – The consideration stage
  • Bottom of the Funnel – The conversion stage

We’ve created a series of blogs that goes into more detail about each one. 

To effectively influence potential customers, understanding the consumer purchase journey and applying the concept of the marketing funnel are important.

Building your brand

When building a brand for your company or product, you need to get your name out to the people who might benefit from your product or service. The top of the funnel is all about gaining exposure for your brand and reaching out to your audience through awareness campaigns. 

Know your target customers

At this stage, it’s crucial to build quality buyer personas that will help you connect with the right audience. A buyer persona is essentially a profile of your ideal customer. This will help you understand who it is you want to target and create a focus for your marketing efforts. From there, you can start developing an awareness campaign for your brand. 

The key to an effective campaign is knowing your audience. This means analyzing them and gathering insights into their lives: like what their interests are, how they behave, where they are present online, and what their pain points are, to name a few. 

With the tools and technology available to you today, it won’t be hard to gather enough quality information for you to be able to make a data-led inference on what your consumer is like. By doing this, it will help you focus your communication efforts and save you valuable time and effort.

Create content that’s relevant to your audience

With your buyer personas in mind, you can now conceptualize quality content. By this, we mean that with the data and research you’ve gathered, you should be more than equipped to think about the type of content that your consumers are looking for. 

Remember that with the sheer volume of content out there, it’s easy for yours to get drowned out. That’s why it’s important to create ones that have value to your target audience. Because let’s face it, people would naturally consume things that are relevant to them. When creating content, some good questions to ask yourself at this point would be: 

  • What’s in it for them?
  • Why would they find this valuable?
  • How will it help their lives?

Engage with them with no expectation of a sale

This may sound a little counterintuitive but hear us out! Throughout this whole process, something that you need to remember is that customers are more than just sales numbers, they’re human beings. And because of this, it is important to be able to establish an authentic, human connection first, before asking for the sale. 

In fact, research shows that a brand’s authenticity matters to customers when deciding which brands they will consume and support. By practicing this, not only will you gain the trust of your audience, but this could also potentially lead them to become loyal to your brand.

Introduce an offer and see how they react

Once you’ve gotten the basic requirements of marketing down– knowing your audience, creating content they value, and engaging them– continue providing them information about your brand and product. This will help them deepen their understanding of what you offer. Some things to include are:

  • What features do your products have?
  • How do those features translate into benefits for your audience?
  • How does your product differ from competitors?

Since we’re still in the awareness stage at this point, your job is to educate your customers about what you offer and make your brand memorable so they can build an affinity with it.

Use this as an opportunity to study their behavior. While you have data and research available to support and focus your efforts, first-hand data through your own content is invaluable. 

From there, you can continue to refine your messaging and learn more about what captures your audience’s interest.

Summary

It is crucial to optimize your marketing efforts starting from this stage in the consumer’s purchase journey. Your priority as a business or brand owner here would be to establish your brand first, then convert customers in later stages through conversion efforts such as retargeting. We’ll cover conversion topics in the latter part of this series.

Streamlining your efforts and talking to the right audience can help cut down on costs, and it can potentially improve your conversion and retention rates too. 

Miros Digital

Looking for a partner to help optimize your content and elevate your online business? Get in touch with us today! We have a team of highly dedicated and experienced marketing professionals that can help you create data-driven marketing efforts and achieve your revenue goals.

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Digital Marketing

5 Essential Marketing Books About Branding To Read Right Now

At the heart of every good business is a strong and distinct brand. Your brand is your identity—it tells people who you are and what you stand for, which could ultimately make or break your success. If you’re running a business of your own or manage one for someone else, your first goal is to build a brand that stands out from the competition. And to do this, you need a good and solid foundation in marketing.

It may sound a little daunting at first and you’re probably wondering, so where do I start? We’ve compiled a list of both classic and newer books that can help give you the basic marketing knowledge you’ll need to take your business further.

1. 22 Immutable Laws of Branding by Al Ries

The marketing classic “22 Immutable Laws of Branding” by Al Ries is a great place to start in building your marketing knowledge because it provides step-by-step instructions on how to stand out in the marketplace. Branding is all about setting yourself apart, and this book will show you how to build a category-dominating, world-class brand. 

Some topics that the book tackles include:

  • Why being authentic may actually be more important than five-star quality
  • Why giving your brand the right name is perhaps more important than the brand itself
  • And perhaps most important of all: How to own a word in the mind of the consumer

2. Designing Brand Identity by Alina Wheeler

This book is another great read because it helps you brush up on the basics of design, and also presents global best practices in the topic of branding. Additionally, it dives into the latest trends, particularly how to communicate a brand on social networks, apps, and video.

3. What Great Brands Do by Denise Lee Yohn

Once you’ve got the basics down, it’s time to think of ways to build your own successful brand.  A great way to do that is to learn from industry icons who were able to create some of the most sought after brands in the world. In her best-selling book “What Great Brands Do,” brand expert Denise Lee Yohn takes a look at seven key principles behind the world’s top brands, and she will teach you how you can apply these principles to your own business. 

4. Originals: How Non-Conformists Move the World by Robert Grant

As you continue to explore how successful brands have built a name for themselves, it’s also important to understand how they were able to come up with unique and original ideas. This can help inspire you to come up with your own ways to get your brand to stand out. This book will teach you the best methods to champion new ideas for your brand and deviate from the status quo– in a positive way. 

5. Hooked: How to Build Habit-Forming Products by Nir Eyal

Last, but certainly not the least, is a book called “Hooked: How to Build Habit-Forming Products” by Nir Eyal.  You can’t build a brand and identity without also taking into account the end-users of your product or service—your customers. In this book, Eyal details a four-step process that many successful companies employ to encourage loyalty among customers and keep them coming back to you.  It demystifies the cult of the brand and gives you actionable steps on how you too can replicate success by focusing on your customers, the most important aspect of your business.

Miros Digital

Looking to explore how to build your brand and grow your online business? Miros Digital can get you started. We have a team of highly dedicated and experienced marketing professionals that can help you achieve your revenue goals. 

Follow us to get up-to-date content about marketing– particularly on customers, content, and campaigns. Don’t hesitate to contact us!  

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Digital Marketing Marketing Strategy

Create Digital Ads That Work

Advertising is an integral part of any marketing campaign. It gets your name or your message out there. It puts you at the top of the consumer’s mind. Most importantly, it creates a need for your product.

But what makes an ad effective? For starters, a good ad is written and designed to relate and connect with its target audience. It should speak to people on an emotional level. It could be insightful, entertaining, and it tells a story.

This is because you want the ad to get your target audience’s attention, tug on their heartstrings, and only then will the message do its job of strongly persuading your consumer to consider what you’re offering. As with all things that involve persuasive communication, this is all easier said than done.

There are many ways to develop a strong ad, however, you may want to follow best practices to create a good one.

Here are some elements that make up a strong and effective digital ad:

●  The high production value in visuals

●  An effective and witty headline

●  Well-written message

●  Calls the audience to take an action

Best practices for ads on Facebook

Facebook is one of the biggest platforms for e-commerce advertising. However, like any other platform, ads are required to follow certain formatting guidelines. It is still possible to be creative even though ads are bound by their formats.

Here’s how you can maximize the effectiveness of your ad:

Use vertical videos

A key to getting your message noticed is for your ad to cover more of your target audiences’ screen. Most people hold their phones vertically, so your ads should follow this orientation– it’s simply following the common user behavior.

Limit text on images

Instead of placing a ton of text on the image, you can utilize other areas of an ad to communicate your message with text.

On Facebook, you can insert text as caption, headline, and description. These elements should work together to bring out the best story about your brand or product that you can tell your consumers.

Now there will be times when you need to insert text on your image. Keep in mind that the unit should contain less than 20% text, or else it might not pass review and delay your ad from getting published.

Also, keep in mind that if you are planning to include text in the caption or description instead, ad platforms have certain length requirements (typically in characters). Make sure you look at the most requirements published by Facebook, Google, and Twitter on their platforms. These rules change constantly so checking them first before diving into the process of creating an ad could potentially save you time and effort on revisions.

Use video

Ads that have a motion element, such as video, stand out more than static ones. Try animating your elements, change your background colors, add transition effects— all of these will make your ad seem more interesting and drive the message of your ad better.

Don’t forget to use calls-to-action

The CTA is an important element for any ad that wants to drive people toward taking an action. You can write CTAs within the text area of your ad, or by selecting a pre-designed button in the ads platform where you create the ad.

Facebook gives you the ability to change the CTA text inside the buttons that go along with your ad. Develop your CTA wisely and use the right one for your campaign objective.

Best practices for ads on Instagram

Instagram relies on images more than text, so your ads should be visually striking to communicate your message.

Try a variety of ad formats

People love novelty and variety. Try out different formats that are available to you on the ad platform and use the ones that work best. A way to understand which ads are best suited for your audience, brand, and campaign objective is to test the effectiveness of these formats. Experiment and run a variety of ad formats, then compare their performance and pick the winning one to use again in the future. You can also do a formal test, such as a split test, to precisely identify the variable that made the difference.

Use images that fit the platform

Platforms such as Instagram reward visually striking ads, because those are the ones that get the most engagement from users.

This means the pictures you post must be of high production value. Try hiring a professional photographer to develop ad images that are up to par with the expectation of digital users.

Bring art and copy together to create a strong ad

Each element of your ad should work together to convey the message and bring the best out of your overall ad. Most digital ads are visual, the “creative” (the visual component) matters a lot. It should catch the user’s attention through color, composition, and style.

 Your descriptions should be engaging as well. While the image is king, all the other elements– from the copy to the format, to the CTA– also matter, so make sure to craft all these elements effectively. 

Best practices for creating ads on Google Display Ads

Know the difference between Search and Display Networks

It’s important to distinguish between search ads and display ad networks to avoid confusing your target audience.

People who use search have high intent and they are looking for answers, while people who are served ads through display networks are browsing websites to read an article or shop for an item.

You will likely attract the attention of someone searching for your product by running search ads,  while you are likely going to catch those who are just browsing the internet when you run display ads. Once you’ve determined where you will be placing your ad (search or display), then you can begin to think about the ad format you will be using to create your ad since that varies by placement type.

Consider your placement options

Your Google display ads are going to be scattered throughout different websites within the Google Ad Network. Google allows you to select the size (dimensions) and format (static image, video, etc) of the ad you want to run and where it could potentially be seen (what areas of the site it will appear). By setting up the size, format, and placement of your ad correctly, will help you ensure that your ads are as impactful as they could be.

Selecting the right placement options will help your ads fit into the proper context. The right placement is important because it would prevent you from setting your ads out of place, or else it could result in your message being dismissed by your target audience. 

Takeaway

The key is to be visually striking but not too convoluted that it’s hard to make out what you’re trying to say. Communicate your message, use visual elements to your advantage, and don’t forget a call-to-action– these are the basic components of a strong ad.

When you follow these best practices and suggestions, you will be on your way to creating a strong ad that will get the attention of your audience and motivate them to engage with your brand.

Miros Digital

Looking to explore these channels for your online business? Miros Digital can get you started. We have a team of highly dedicated and experienced marketing professionals that can help you achieve your revenue goals. Don’t hesitate to contact us!

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Digital Marketing Marketing Strategy

Selling on Social Media and Search

Social media is such an important channel to reach customers these days. If you’re a marketer, think of social media as a new avenue to reach and sell to your target audience. The concept of social commerce is gaining more traction than ever after the pandemic started since it drove more people to go online and shop for all kinds of things.

Facebook Marketplace, Instagram Checkout, Google Shopping (although it’s more of an ad platform) down to Messaging Communities, allows shoppers to browse a variety of products that suit their current needs.

Let’s talk about each of them.

Facebook Marketplace

Facebook Marketplace allows users to browse, buy, and/or sell items and collectibles around your area. The sellers set the price and buyers are open to talk to each other to close the sale. The posts appear in real-time and are easily accessible from the news feed. It operates a lot like a classified ads page that allows you to message a seller directly.

Instagram Checkout

Instagram Checkout is an integrated platform that lets users buy products in-app. Here, customers can just tap to view a product from a post and go directly to the checkout process. It’s a seamless integration to the in-app experience. With this, users can just buy quickly and go back to exploring curated content easily.

Google Shopping Feed

Formerly known as Product Listing Ads, Google Shopping Feed lets customers search, view, and compare products on the browser. Listings can appear in the main search engine results page or under the shopping tab when a customer uses Google to search for a product.

To make full use of Google Shopping, retailers will need to use two platforms: Google

AdWords and Google Merchant Center. To get started, you will need to create a Google AdWords account to run the ads, then set up a Google Merchant Center account to set up the feed and add your products.

Messaging Communities

Since the pandemic started, messaging communities have paved the way for more sellers and buyers to reach each other. One example is Viber and WhatsApp. These are open channels that let a large group of people participate in a group chat experience. You will see various groups form around certain product categories or brands.  It is a solid channel to reach a  captive audience with the intent to purchase.

Groups

Another way to exchange goods and services is through Facebook Groups. This platform was intended for people to organize around a specific topic for discussion, but some groups have been created to buy and sell products in a particular niche. Groups bring people together around a certain topic (for example, travel), and sellers within those groups can drive others toward another selling platform such as a Shopify store.

Looking to explore these channels for your online business? Miros Digital can get you started. We have a team of highly dedicated and experienced marketing professionals that can help you achieve your revenue goals. Don’t hesitate to contact us!

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Digital Marketing Ecommerce Ecommerce Marketing

Digital e-Commerce: Strategies For Maximum Revenue

The e-commerce industry is booming—no doubt about it. If you manage an online store, that doesn’t mean you can just rest on your laurels, however. You have to know which marketing strategies work best for maximizing your e-commerce revenue.

Here are four surefire strategies to use if you want your sales to skyrocket:

1. Retargeting

If you run an e-commerce business, then you know how crucial digital advertising is for driving traffic to your site and generating sales. However, most people who visit your site for the first time aren’t ready to make a purchase.

Research shows that 97% of first-time visitors will exit your site without making a purchase. One of the best ways to get them back to your site to complete their purchase is through retargeting.

So, how does retargeting work?

Retargeting ads remind visitors about your site if they leave your site without completing a transaction. After people visit specific pages on your site (product pages, for example), a cookie is placed on their browser that will allow ads about your store to be shown to them when they visit other sites.

Here’s an example. Say you run an e-commerce sportswear store. John, a first-time visitor, browses your product page on his smartphone and views several items. He looks at shoes, gym clothes, and some accessories. He then exits your site without adding any item to his cart.

Days later, he is on his home computer checking out another website. You can set up ads for your store that will be shown to him to urge him to go back to your site These retargeting ads for the shoes and gym clothes he viewed on your site earlier will remind him that he needs to go back and make a purchase.

When he sees ads for your sportswear store, he will be motivated to visit again, and after seeing the ads enough times, it will influence his decision to purchase. The general rule of thumb is a person needs to see an ad at least 3 times to become aware of the product and be moved towards making a purchase.

That is the power of retargeting. It’s about bringing people back to your site who have already been there and express some interest in a purchase (but haven’t done so yet).

To create retargeting campaigns, you can use a variety of platforms available out there, such as Facebook retargeting, Google Ads, or other online retargeting technologies. Retargeting is effective for more than just getting visitors back to your site to make a purchase. It can also help you build awareness for your brand.

Here are some tools to look into if you want to do retargeting campaigns:

• AdRoll

• Facebook Custom Audiences

• Criteo

• Instagram Retargeting Ads

• SmarterHQ

2. Upselling and cross-selling

Upselling is the practice of encouraging your customer to buy a higher-end—and usually a more expensive—version of the product they initially intend to purchase.

For example, imagine you run an e-commerce coffee store that sells a wide range of coffee machines. Dave, a regular customer, puts a certain coffee machine in his cart.

However, this coffee machine is the previous year’s model, so you show him the current year’s model which is only slightly more expensive.

By showing him an upgraded version of what he had intended to buy, at a slightly higher price, he might be convinced to look at the newer model and think about whether it provides more value for his money.

Cross-selling

Cross-selling, on the other hand, is the practice of offering customers items that complement their purchase. More often than not, cross-selling is done during the checkout phase.

Perhaps the best example of cross-selling is Amazon’s product recommendation engine. If you were to view an electric guitar on Amazon, you’ll see sections that say “Related to the items you’ve viewed” or “Customers who bought these items also bought”. By having viewed an electric guitar, you’d likely see complementary items based on your viewing histories such as guitar cables, guitar picks, or guitar amplifiers on these two sections.

Upselling and cross-selling are technically two different things, but they have the same goal.

These two practices can help you increase a customer’s average order value (AOV) and at the same time make the customer feel more satisfied with their purchase.

Increased AOV and customer satisfaction goes a long way in building your business and developing long-term relationships with your customers.

3. Abandoned cart

Re-engaging people who had left items in their carts is a great way to remind people about their purchase without being too much of a hard-sell.

Cart abandonment is when a potential customer visits your e-commerce site, puts an item (or several items) in their shopping cart, and then exits your site without completing the purchase.

There are plenty of reasons why a visitor would abandon their shopping cart. It could be that the visitor didn’t trust the security of your website or your checkout process is too complicated. It may be due to experiencing an error on their device and didn’t mean to abandon their cart. It could also be as simple as they weren’t ready to complete the purchase just yet.

Below is a list of things you can do when a customer abandons his or her cart:
Send abandoned cart messages

Sending emails reminding visitors that they had left something in their carts is an effective way of encouraging them to complete their purchase, especially if you include a discount code in your emails.

Use testimonials as social proof and gain customers’ trust

Did you know a way to get people to buy from your store is to place genuine positive reviews on your website? To do this, you have to set up a mechanism in place to solicit reviews and feedback from your customers. Doing so will help alleviate trust issues your customers may have. They’ll be more willing to purchase if they see other people have made purchases on your site without issue.

Secure your website with HTTPS

This one is not a marketing tactic so to speak, but it is an important one. This addresses an issue of trust your customers might have that is keeping them from purchasing. Imagine, there are a ton of websites out there selling a variety of things– many look professional, but there is a lot that looks scammy.

How can you let customers know your site can be trusted? Your website should have a prefix that says HTTPS and not HTTP. HTTPS stands for Hypertext Transfer Protocol Secure. It’s an encrypted protocol that’s meant to secure the transfer of data within your website.

With HTTPS, your visitors won’t have to worry about their credit card information being compromised.

4. Email Newsletters

Regardless of your products or services, email marketing should be one of your go-to strategies. Emails allow you to get personal and intimate with your target audience. You can send out updates about new product launches, discounts, and reminders, to keep your store top of mind.

Here are some types of emails that you can use:

Welcome emails – Whenever a new subscriber joins your mailing list, give them the red carpet treatment by sending them a Welcome Email. Apart from introducing your brand, a welcome email is an opportunity to entice new subscribers to make their first purchase. In your welcome email, include a code for a hefty discount on their first purchase.

Pro tip: Brands usually offer 20% or 25% first-purchase discounts, but some brands offer as high as 30% discounts (such as bookdepository.com).

Promotional emails – Another email that helps boost revenue is the promotional email. You must send promotional emails to your entire list because you never know who might bite. Examples of promotions you can run include discounts on old stocks, new product announcements, seasonal discounts, and so much more. No matter what you’re selling, the possibilities for promotion are endless.

Exclusive discount emails – Unlike promotional emails, you only send exclusive discount emails to your most loyal customers. Metrics will differ from business to business, but generally speaking, a loyal customer is someone who makes regular purchases from you. They could make purchases once a week, once a month, or twice a month—it all depends on your specific metrics.

Keep in mind that loyal customers are the lifeblood of your business, so make sure you take care of them. Offering your loyal customers exclusive discounts is great for boosting revenue, increasing the lifetime value (LTV) of customers, but more importantly, building lasting customer relationships.

Recommended tools:

• MailerLite

• Mailchimp

• SendPulse

• MailRelay

• Campayn

Want to use these strategies to improve your e-commerce revenue but are not sure how?

Miros Digital can get you started. We have a team of highly dedicated and experienced marketing professionals that can help you achieve your revenue goals. Don’t hesitate to contact us!

Categories
Digital Marketing Ecommerce Ecommerce Marketing

How to Win in E-commerce

Now more than ever, it’s crucial that you take your e-commerce game to the next level. Doing so will set you apart from your competitors and ensure your revenue for years to come.

In 2019, e-commerce accounted for more than 10% of all retail sales. This was equivalent to approximately $343 billion in sales. According to Statista, e-commerce will generate more than $476 billion in sales by 2024. The numbers make it clear– e-commerce is on the rise and will be a force in business for the foreseeable future.

As an e-commerce store owner or manager, you’re constantly looking for ways to grow your business. So, how can you set up your online store for success?

Here are some of the tools that you can look into as well as strategies that you can use to boost your e-commerce business.

Paid Ads

  • Facebook Ads Manager

Facebook Ads Manager is your all-in-one tool for managing your digital ad campaign. With it, you can create ads and run them on Facebook, Messenger, and even Instagram. Facebook Ads Manager also enables you to manage multiple ad campaigns at once and measure their performance through in-depth, up-to-date metrics.

  • Google Ads Keyword Planner

Google Ads Keyword Planner helps you research the best keywords for your Google ad campaigns. You can use this free tool to get new keywords, see the number of searches that keywords get each month, and determine the average cost for your ad.

You can get actionable insight into what your customers are searching for and then use this information to get more leads, drive traffic to your e-commerce site, and increase sales.

Measurement

Google Analytics

Google Analytics is an ideal tool for tracking the activity of visitors to your website. Google Analytics allows you to analyze what visitors do on your e-commerce site, which pages they visited, what they clicked on, how much time they spent on your site, and so much more. Google Analytics is a tool that provides valuable insight into your customers’ behavior, which helps you improve the overall performance of your website.

Email Marketing

  • Klaviyo

Klaviyo is an email marketing tool that allows you to engage your audience by sending them newsletters, email promotions, and special deals—and that’s just the tip of the iceberg.

It is a tool specifically designed for e-commerce. Integrations make it easier for you to run your business, manage orders, create sign-up or pop-up forms, and track revenue.

You can also send trigger messages such as welcome emails, cart abandonment emails, and post-purchase emails to capture customers who have an intent to purchase but have not completed the steps required for conversion. This strategy helps you increase your conversion– sometimes customers just need a gentle push toward making the purchase.

  • Mailchimp

MailChimp is an email marketing tool that has proved itself time and again. They’ve been in the e-mail marketing space since 2001 and have been focusing on a multitude of integrations for e-commerce since. Their tools have made designing and launching email campaigns much easier. Besides, automation can streamline your marketing efforts and help you save time by setting up tasks to automatically run. Other features are helpful for e-commerce too, such as geo-targeting, inbox preview and testing All of this helps you optimize your efforts to increase the chances of success.

Content Marketing

  • Buffer

Buffer helps you create, schedule, and post attention-grabbing content to all your social media channels. As you can imagine, maintaining an active social media account can be time-consuming. Using Buffer will help you continue a high-level of activity in social media and effectively showcase your unique brand. In time, this set of tactics will engage with your audience and eventually grow your customer base.

Buffer also has analytics tools that help you monitor content performance to make improvements whenever and wherever necessary.

Use a tool like Buffer to schedule multiple social media posts at once. That way, you no longer have to worry about what you have to post on Facebook, Instagram, or Twitter for the next few weeks or months. You can focus on managing your e-commerce business.

  • Canva

Canva is a design platform that allows you to create high-quality visual content, including:

• Images for social media posts

• Graphics for landing pages

• Graphics for ads

• Logos for your e-commerce business

The great thing about Canva is that it has a ton of templates readily available, so you don’t have to start from scratch. You can use these templates as inspirations and create stunning designs for your business.

Some visual content tips:

Take your ads to the next level by using Canva to design eye-catching images for your ads. The trick is to use bright colors and avoid using the colors of Facebook (blue and white). When possible, incorporate images of people on your ads to humanize your content and allow your customers to relate to it. Research shows that seeing smiling people on an ad sparks a positive response among customers and makes them want to buy the product.

Applying these tools and strategies to your business

When it comes to e-commerce marketing, it’s important to know what tools are available and how you can bring them together to grow your business. Using the tools we mentioned will allow you to personalize your messages through email marketing and create engaging visuals through content creation tools.

Takeaway

If you manage an e-commerce site, your entire business is online, and you don’t get to interact with your audience face to face. You engage with your audience mainly through your site and your social media channels. This makes content marketing a vital part of your overall marketing strategy.

Want to elevate your e-commerce marketing but don’t know where to start? Miros Digital can help you. Send us a message today!

Categories
Audience First Digital Marketing Ecommerce Ecommerce Marketing

10 E-commerce Marketing Tips To Grow Your Business During the Pandemic

If you’re an entrepreneur, you might be asking yourself, what opportunities might be out there to grow my business?

When the economy seems uncertain and the workforce is distributed, companies look toward managing cash flow properly and finding ways to save and spend conservatively. 

Now that things have somewhat normalized, finding opportunities in a time where the economy seems to be at a stand still all around the world is like trying to find a needle in a haystack. 

There are opportunities out there, if you know where to find it. Particularly in e-commerce, now that many people are spending more time online.

So how exactly do you find opportunities and make sure you are as relevant as possible to your customers? We offer 10 suggestions on what you can start doing in order to grow your e-commerce business.

1. Know what is happening in the market.

A lot of businesses that have been affected have transitioned their businesses to cater to online customers (such as restaurants and offline retail shops). As an e-commerce business you are already positioned to reach customers online. Use this to your advantage.

As a business owner, you have to constantly inform yourself of what’s happening in the economy because that will allow you to figure out how to pivot and understand the current business landscape.

Read news, follow industry organizations, figure out how consumer behavior is changing (especially your target audience). Understand what your competitors are doing so you can position yourself differently.

If you can get granular and get your hands on trends and data specific to your category or niche, the better information you’ll have at your disposal when making business decisions.

2. Adapt to what is in demand.

As yourself the hard question: is your product still in demand? If you’re unsure, by doing a quick research on what’s currently in demand, you can strategize and figure out the next steps for your business.

It might involve a change in your product selection or business model. For example, if you are in the business of print services for business cards or event signage, you are probably not seeing a lot of demand for your product at this time.

It’s a good idea to venture into new product categories and test other items that work. Perhaps look into providing print-on-demand services so you can sell shirts, mugs, stickers. If those categories are too much of a departure from your core business, perhaps you can ease the transition by partnering with another business who needs custom printed materials for their clients (i.e. a paper products or greeting card brands).

You can determine what’s in demand by looking into Google trends and Amazon best-selling products. Have a look into what popular websites and news articles are talking about, as well as what’s getting a lot of chatter and engagement on social media.

We’re not saying to completely change your whole business and start selling the most in-demand product during this pandemic– such as hand sanitizers, or masks– if that’s not your core line of business. Perhaps you could think of adjacent products that will be useful for your audience and category during this time. 

With the print services example, you could prioritize selling notebooks, notepads or diaries, because people are likely to be at home and they probably have time to journal or to work on a project that requires material they can use indoors at home, that they can also buy easily.

3. Update your product descriptions.

Look through your product catalog, and see  if your product descriptions are still relevant.

Depending on your industry, and how your product descriptions were written, there might be an instance where some products contain descriptions such as “use this for your next event,” or “wear this at your next party.” 

While things might go back to normal and we might see more social events sometime in the future, we don’t know when that will be… yet.  But your customers are going to your stores now, and if they come across a product description that looks outdated, they might think that you’re not updating your website regularly.

Make sure that you keep your side up-to-date, because it communicates that you a current, contemporary company that manage your business well, and caters to customers in real time.

4. Focus on your metrics and trends.

With so many things happening around us, it might be easy to get distracted. But now more than ever, you should define and set your most important business goals.

Focus and clarity are the key to winning during times of uncertainty.

You have to focus on important metrics such as website visits (how much traffic are you getting), average order value (the average sales per order in dollar amount), cost per acquisition (how much does it cost to acquire a customer). These are just a few of the important metrics that you need to continuously monitor, because these are signals of the health of your business.

5. Ramp up on digital marketing.

A lot of companies have cut their marketing budget, this is actually the time to ramp yours up. Why? Because there are a lot more customers online, especially since online usage has increased an additional 2 hours per person.

That means that if  the average person was already spending four hours online, they are now spending 6 hours online.

Sounds like a lot of time? It is.

If you look around, adults and kids alike are online, on their mobile phone or on their computer, so there’s a lot more opportunity to get in front of your target audience (if you know what your target niche is)  and  communicate your brand or product.

6. Double down on social media.

Social media is here to stay. This means that if you’re an e-commerce business, you should be not only on social media, but also be active in it.

If you weren’t active in social media prior to the pandemic, then now is the time to be active.  if you had already been active, now is the time to engage even more. 

Try out different techniques, such as hashtag strategy, tagging strategy, avoiding shadowbanning, and finally creating a content calendar– there’s always an endless amount of things you can try out on social media.

Social platforms always change their algorithms and features, so experiment and have fun with it.

7. Connect with your audience.

The most successful businesses are those that have established an active audience base or community. If you are one of these businesses, make sure that you connect with your audience.

Acknowledge them and make them feel that you are thinking about them through email newsletters, discounts, and maybe even a VIP or loyalty promo.

These will remind them of your brand so they don’t forget about you, despite all the outrageous things that might be happening in the world.

8. Optimize your site’s customer experience.

Have you checked your site recently? Is it fresh, eye-catching, without a punctuation out of place? Are pictures representative of the product, and are they high-quality?

Your content is everything nowadays because that’s all prospective customers see before they receive a product.

You have to tell the story and communicate the brand promise as soon as potential customers land on your site.

Make adjustments to your site if it’s less than perfect. This might be a good opportunity to change a few pictures or tweak the layout slightly– it doesn’t have to be a drastic change if your e-commerce site is already working. You just want to keep it up-to-date and interesting.

9. Make the check out process easier.

Is the process between finding an item, adding it to the cart and checking out fairly seamless? If not, it’s time to optimize your checkout process.

The goal of any e-commerce site is to get a customer to make a purchase, and if there’s a hitch anywhere in that process, you’re making it hard for the customer to get to their (and your) end goal.

Regularly test and check your checkout process to see if it works perfectly.

In addition, consider ways to improve the checkout experience even more, such as shortening the checkout process using a one-click or one-page checkout. Or, add elements that will help you cross-sell, such as recommended products right before the checkout page.

This is all part of a great user-experience that customers expect now from e-commerce stores.

10. Continue developing your brand.

While the pandemic has been a big disruption to many businesses, your e-commerce site is well-positioned to weather the changing marketplace.

This is a good opportunity to develop your brand even further: to find audiences in new ways, reconnect with your brand values and communicate your offering in a way that will be relevant to consumers.

Find your target audience online, and determine ways you can find other audiences that are similar to them. This will help you expand your audience base.

Further, once you know where your target audiences are, engage with them online. Talk to them, offer promotions, encourage them to share your brand and store.

That way, you are hitting multiple birds with one stone– building your audience, brand, and customer loyalty, which will all naturally lead to more sales.

Categories
Audience First Digital Marketing Marketing Strategy

Digital Marketing Enables Better Customer Journeys

Is the customer journey part of your marketing strategy? 🤔

The “customer journey” is, to put simply, the process that a customer goes through before deciding to purchase a product.

In marketing, this is commonly illustrated as a funnel to show that the number of potential customers gets smaller the further down the funnel.

Awareness

At the awareness stage, you are trying to reach the greatest number of relevant customers available.

Not all customers will buy your product for many different reasons. But some will.

Consideration

At the consideration stage, the customers who are likely going to buy your product will continue to become interested.

However, even those who want to buy your product may face barriers in actually making a purchase.

So some will drop off from consideration to conversion, leaving you with a smaller group (but highly engaged) people who will eventually buy your product.

Conversion

Your goal is to attract the highest number of potential customers and eliminate the barriers to consideration and conversion, so a sizable group of people will eventually buy you product.

You can do this through a variety of marketing tactics, but the best is through digital marketing.

Why?

Digital marketing allows you to increase your chances of success.

How?

It allows you to define and reach your ideal target audience, test different types of messaging, optimize towards the ones performing well, and track actual purchases made as a result of your digital marketing efforts. Target, test, optimize and track. Those are the biggest benefits of digital marketing.