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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.

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.

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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.

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Audience First Digital Marketing Ecommerce Ecommerce Marketing Marketing Strategy

5 Social Marketing Ideas for Your E-commerce Business

Everyone talks about social media and how incredibly important it is to reach your audience. In many ways, social media provides an opportunity to find the right kind of audience you want for your business. It also gives you a chance to directly engage with them, in the form of posts, stories, and even direct messages.

Best of all, organic social media is free, trackable and there’s already millions of people engaging in these platforms. It’s one of the best media channels for e-commerce businesses.

Here are 5 Social Marketing Ideas for Your E-commerce Business:

  1. Engage with audiences where they are. The first step to an effective social media strategy is to pick the right platform.

    Do you sell directly to the consumer? Is your target audience a millennial? Do you have a lot of visual assets like photography, video, etc? Instagram is a good platform for you.

    If you are a B2B company, or if what you’re selling is a high-ticket item, other avenues like Linkedin or Facebook might be a better route for you.
  1. Focus on shareable posts. This is crucial for any brand. Whether you develop content for social media, your website or email marketing, you want to provide valuable content to your target audience so that they will take an interest in you.

    Not only that, but if you provide them with valuable content, they might even share it with their friends, instantly expanding your reach and potentially growing your followers and audience list. 
  1. Build out your site with content. High-quality content does not only make your brand look interesting, it also establishes credibility and conveys trustworthiness.

    Especially for brands that are up and coming, customers want to feel safe when they purchase from you.

    Developing good content, especially text-based content, also helps your SEO ranking, which helps people find you organically.

    The more organic traffic you can attract to your website, the lower your marketing costs will be! 
  1. Source content from your existing customers. Digital marketing is all about content and distribution channels.

    Developing content takes a lot of effort and time, so an idea for you to expand your content library is to obtain user-generated content!

    Perhaps one of your customers posted a review of your product. Repost it. Maybe they tagged you in one of their Instagram stories. Feature that in your business brand’s IG story as well.

    This will help augment your content, or give you ideas on what to post next (we know it’s not always easy to come up with content ideas!).

    Additionally, this action will engage with your customers, which in turn helps to strengthen the community aspect of your audience base.
  1. Set up different marketing campaigns focused on each stage of the funnel. Depending on your business needs, you may want to focus on one aspect of the funnel– and many e-commerce brands focus too much on converting right away.

    Yes, that is the ultimate goal, but focusing on the lower end of the funnel might be a misstep especially if what your business really needs is awareness.

    By setting up marketing campaigns in each area of the funnel– which generally speaking involve: awareness, engagement, conversion– you can create a feedback loop of audiences because you will continuously increase awareness and engage more deeply with them.

    If you do things right, eventually, these customers will convert.

These ideas will help you improve your marketing gradually, and develop your brand further.

Follow along to gain more knowledge around digital marketing so you can make informed decisions, and leave the bulk of the work and execution to us!