So, you’ve got the right product, and you’ve ensured you have enough inventory to get you through the busy season. With the holiday's just around the corner, all you need now is to make sure that you’re converting. Read my top tips for sales conversions during a time when competition is rampant and when you need to find a way to stand out.
Social Media Marketing
I tell myself every year that next year I’ll be more organized – especially during the holiday season. But, I can’t remember the last time I wasn’t frantically looking for holiday gifts last minute. Make it easy for your customers with social media marketing by allowing them to purchase at the click of a button. Instagram’s “shop now” feature is one of my favourite ways to convert. It gives you the opportunity to display your offerings in a creative and eye-catching way and creates a painless shopping experience for your customers.
Make it easy for yourself by implementing a tool like Later to help with your Instagram publishing. Use it to help plan out your week and your feed, ensuring it stays consistent with your brand. Make sure to keep an eye out on the analytics so you can analyze your content and optimize your future posts.
When running a business and keeping track of your website, blog copy, social media content, inventory, and everything else under the sun, it can be easy to let e-mail marketing slip through the cracks. Don’t let this effective platform be forgotten! Whether you choose to share as often as once a week or as little as once a month, use your newsletters to share new items, deals and promos, thought leadership pieces, influencer interviews, reviews, aspirational blog posts and anything else your audience would benefit from.
When sending the right kind of content at the right time, e-mail marketing can be a very effective converter, especially during the busy holiday season. Take advantage of those last- minute shoppers by offering them a special deal, such as free express shipping, and watch those sales come in.
E-mail marketing doesn’t have to be intimidating. There are platforms like MailChimp available for use that help you create professional looking newsletters, easily. Take advantage of their drag and drop features and interactive platforms to build something that fits your demographic.
Micro-influencers can provide great benefits for companies of all sizes. They often have a more focused follower-base that can lead to more clicks and purchases on your website. As a bonus, they usually come with a much more affordable rate than a celebrity status influencer. Connect with a few you feel cover your target market, and provide them with affiliate links (use a program like Commission Junction to create the links easily) to use on their website and social media channels. You may also want to connect with like-minded brands, marketers or the media.
This may be a good option for smaller brands that don’t have the funds to purchase TV or radio ads, but still want to find a way to play with the big dogs. Once set up correctly, pay-per-click (PPC) advertising can provide a huge return on investment and ensure you get noticed (especially when partnered with your search engine optimization (SEO) strategy).
If you don’t have the experience in digital advertising, I recommend speaking with a PPC expert. They can help ensure your ads are set up correctly so that they convert at the lowest cost. This will include a lot of research on your end from finding the keywords you want to rank for, to researching what your competition is doing, finding effective copy for your ad, and more. Take advantage of Google’s free programs like Google Search Console for keyword research and Google Analytics for analyzing how well your content is performing to ensure you’re getting the most bang for your buck.