Over the past year, we have all been encouraged to stay out of the stores, stay home, and stay safe. This has caused even more people to turn to shop from the comfort and safety of their homes, which grew an already increasing e-commerce market. Retailers who relied primarily on a brick and mortar business model had to choose to either adapt to the changing market or be left behind.
With consumers having an increasing amount of choices online and the ease of being able to purchase with the click of a mouse or the tap of a phone screen, will they end up on your website or a competitor?
What Am I Missing Out On by Skipping Digital Marketing/E-Commerce?
For starters, your competitors are already focusing energy on digital marketing and their e-commerce market. The needs of consumers aren’t changing, even when they are unable (or discouraged) to be at a physical brick and mortar location. They are simply changing the ways that they are obtaining these products.
Increased marketing and brand recognition means an increase in their brand share and sales. Consumers who were once unfamiliar with a brand or company are now being served advertisements or having them come up on the Search Engine Results Page (SERP) before yours. Digital marketing has become so powerful that neglecting it truly isn’t an option anymore.
What Options Do I Have?
Luckily, some different options and strategies can be used to target your ideal audience.
Search Engine Optimization
As mentioned earlier, where your company falls on a search engine result like Google, can change where they end up clicking and ultimately where they end up purchasing. The average consumer isn’t going through pages of search results, so making sure Google knows what keywords to watch for and what your website is about allows it to serve your business to the correct audience.
If a potential customer can’t find your business, they won’t be able to complete a sale.
Social Media Advertising
With the variety of different social media platforms that are being used daily, there is a broad audience that can be reached with social media advertisements. Your target audience is already using these social media platforms on a regular and consistent basis. Getting information in front of them and interacting with them has become a resource for brands that can’t be ignored.
E-mail marketing is an excellent way of reaching out to consumers who are already familiar with your brand or who have already made purchases. Specific information can be sent out, like new sales, reminders, or new product information, creating the conversion to sales.
Pay-per-Click (PPC) advertising allows your business to set keywords, so when these keywords are searched for, your selected advertisement will be served. This increases visibility for your brand and allows a consumer to click on the advertisement where a purchase can be made.
How Do I Know What Works for Me?
First, what goals are to be achieved by this marketing campaign?
Looking at the realistic and measurable goals can help tailor the marketing campaign that can be focused upon. With each campaign that is run, data is provided that allows you to tailor future campaigns to better meet the goals that are set.
Marketing yourself in only one way isn’t as effective as using multiple different strategies. The goal is to get your brand in front of as many possible consumers as possible, in addition to eliminating the methods that simply aren’t working.
Reminding consumers of products they have looked at previously is an advertising strategy that helps lead to increased conversions. Using other demographic information, advertisements can also be tailored and served to show consumers products based on their specific needs.
To make the most out of your campaigns, reach out to our team of PPC experts today for your free consultation!