Expand Across Digital Channels to Maximize Sales Revenue

More than ever before, customers’ online research is driving sales through digital channels. Read how you can ensure customers find your products.

Your industry will sell through digital sales channels if it isn’t already. Traditional channels have taken a backseat in today’s digital world. Gone are the days of depending on face-to-face meetings with prospects and repeated sales calls before landing a sale.

Today, brands use digital channels to connect with customers at just the right time. Failure to go digital will reduce you to reactivity, negatively affecting your growth potential. The best change to make now is to start using digital channels.

To carry out a digital campaign, you need to set specific goals, define your target market, draft compelling product content, pick the digital channels you want to use, and measure progress.

Online sales is becoming more complex each day, with more channels popping up and consumer tastes changing rapidly. But one thing is a constant: people prefer brands ready to provide them with a delightful customer experience throughout their journey. And these customers will keep coming back for more.

The Problem with Only Using Traditional Marketing Channels

Traditional channels used to reach target audiences with the aid of face to face, telephone, print, and broadcast media communication. The goal of traditional channels is to provide information to push your brand with little or no interaction between the medium and the public. Digital marketing, on the other hand, makes audience interaction with the selected medium possible. Prospects have the opportunity to visit your site, read descriptions of product attributes, make comments, and provide feedback.

Digital channels level the playing field between big, well-established brands and those just starting out. Remember, a local retailer, using traditional channels probably won’t be in a position to compete with larger names. Through digital channels, brand success isn’t dependent on the size of the store to achieve greater exposure.

Data is harder to store with traditional media. On the other hand, digital marketing gives the public variety and the ability to select how they want to receive your digital assets.

While traditional marketing channels can do the job, digital marketing can do so more quickly and efficiently. Digital channels provide real-time results at the click of a link, tracking progress to readjust. Traditional channels just can’t compete with this kind of functionality.

On the issue of generating buzz and viral sensation, digital marketing channels have taken the lead over traditional channels. Social media sharing distributes your content to millions in seconds, thus increasing your brand visibility. This is impossible in print or broadcast media.

Digital Channels and the Power of Content Creation

As a business, you need to be available where your consumers exist. Digital marketing reaches your customers in an environment ideally suited for you to satisfy their needs. Through digital channels, you can connect, inform, persuade, and make an offer that meets your customers’ specific, individual needs. Using digital channels saves money and time, and reduces the frustration bound to happen when using traditional channels alone.

You can’t talk about digital channels without discussing content and organization of product information. Content is the backbone of digital marketing, because it encompasses all communication between brand and customer. Engaging content influences purchasing decisions in your favor.

When content is great, it is easy to spot because it’s informative, interesting and easy to understand. Good content tells your brand story and connects with your audience. Brands are subscribing to the use of digital content not only to pitch their products and services, but to deliver valuable information to customers. Using content to become relevant to their lives and turn them to loyal customers is key.

Quality is essential in content creation, if it is to be engaging and powerful. The content you produce should inspire your customers to “take action.” Your calls-to-action should encourage customers to supply you with their details for immediate purchase.

Preparing for Digital Channel Marketing: Digital Marketing Strategy

While we are not disputing the fact that traditional channels are still important, it is safe to say that digital channels have come in to complement the failures of traditional channels. This is why you need to be ready for digital channel marketing and your digital strategy can help you best prepare.

Digital marketing strategy is a plan of action that can help you achieve your business goals through the use of online or internet marketing. Buyer personas should be built because they represent the customers you are targeting. All these are explained in the subsequent points below.

Understand Your Customers Intimately

It should be at the back of your mind that everything you do in business is for the satisfaction and delight of your customers. They are the reason for your existence as a business. Do your research well by knowing who they are and the best way to market to them that can capture their attention and sustain it.

Excellent customer service should be at the core of all marketing activities so that value is assured even before a purchase decision is made. Building buyer personas is a great way to understand the target audience of businesses. The nature of your business will influence the data you collect when building your buyer personas. Information should be collected about their demographics which span from location, income, age bracket, among others.

Psychographic information can also be collected with regard to their interests, challenges or pain points as well as their preferences in a bid to intimately understand their behavioral patterns. You should go as deep as knowing the amount of time they spend on each page on your website.

All this information should be accurately collected because your digital marketing strategy will be targeted to your customer segments through the buyer personas you have created.

What Are Your Digital Marketing Goals?

Your digital marketing goals are different from the overall goal of your business. However, they must complement each other. Your marketing goal should not be completely different from the overall goals of your business but should be tied back to it.

Your marketing goals should be outlined in clear statements. This is very important for measurement and evaluation. The effectiveness of your digital strategy can be largely determined by the extent to which your marketing goals were achieved.

Your digital marketing goals should revolve around some specific points. It can be tailored to converting leads to buying customers, known as customer acquisition. Increasing sales by a certain percentage, to win back lost customers who have ceased to be active or to increase the lifetime value of customers. In other words, reducing customer churn and increasing customer retention.

The set goals should be as specific, measurable, actionable, relevant and time-bound as possible. Each of these elements will go a long way to ensure its success. It should be properly defined to ensure that campaigns are drafted in line with them if you want successful results.

Determine the Digital Channels You Want to Use

There are a lot of digital channels that are available for the use of businesses, which is why it is so powerful. Remember, the digital channel selected must be one that will fit into your digital marketing strategy with the capacity to fulfill your set goals. It may not be all channels that may be the right fit for your products and services. Hence, you need to understand the ones that are relevant to your business and the ones that are not.

You can use owned, earned or paid media channels in order to generate awareness about your brand. Digital channels present opportunity for brands to engage their prospects across multiple touch points. While there are so many, a few will be discussed below;

Websites

It is important for you to have a website for your business if you don’t have one. You need to have a place where customers can go to when trying to access your products and services.

Before you build your website, you have to know the purpose it will serve and the impression you want customers to have when they visit. You need to know the customer segment your brand is targeting and what their needs will be, so you can include tailored content your site specifically for them.

For those that already have one, while you may argue that you already have a website, it is important to answer the question of whether your site is fully optimized for visits done via mobile devices. Your site should be easy to understand and navigate with engaging content that will make them want to stay longer.

The design and functionality of your site is also an important consideration it should be one that can catch the attention of shoppers and have a positive effect on their view of your brand as a whole.

The reason for the poor turn out to your site could be that it is not mobile-friendly, slow load-time or poorly structured layout. Whatever be the case, it is important for your design team to fix these problems if you want to attract more prospects to your site. Ensure your website is secure as cybersecurity is the concern of most shoppers online.

Regularly test your website to have an insight into the experiences of customers when they visit your site. This will give you insights into the problems they face and effective solutions can be implemented.

Social Media Marketing

Social media is a digital marketing channel used in the promotion of brands on various platforms. Some popular ones include Facebook, Instagram, Twitter, LinkedIn, and YouTube. As earlier said, your choice of channel will depend largely on your digital marketing strategy.

Social media is not just for socializing, but helps build rapport and engagement with customers on their terms with the platform of their choice. With more and more platforms developed every day, it is fast becoming an essential targeted advertising platform. Be interactive with your followers, for example, chat with them in real-time and answer their questions promptly. This goes a long way to show them that they are important and you value their contributions.

Social data analytics program is one that can help you collate data from social media sites for proper targeting of content to the right market. Write industry specific content to focus in on specific client verticals. Speaking to these customers directly will show them how interested you are in their business. This will help you win new customers and improve existing customer loyalty.

Grading content likewise will help you focus in on what works and what doesn’t. You will know what content needs to be improved, what needs to be deleted, and where the holes to fill are.

Your digital strategy should inform all social media activities to achieve your marketing goals. Your brand voice should be consistent across all the platforms you use. This is a great medium to display the personality of your brand and your brand promise which will help differentiate your brand from others.

Search Engine Optimization

This is not a channel per se but a strategy to increase your ranking on the results of search engine queries. It is largely connected to specific keywords used when entering a particular subject or topic. Optimization is important because it can help you drive organic search and increase your site rankings through important elements of quality content, relevant links, and social media engagements.

Beware of your page load speed and reduce anything that will slow it down. No one is going to wait around for your website to take its sweet time loading and frustrate their experience; they will move on to faster alternatives. Always remember to tailor your custom content to your customers, not to search engines. Focus on consistently delivering quality, original and engaging content and your customers will always come back for more. More brands will want to link to your share-worthy content.

Your images matter, and connecting them to the right keyword optimizes them for search engines. Your customers should be able to understand your Uniform Resource Locator (URL) easily with just a glance. And use words instead of characters to make it more memorable for your customers.

At the end of the day, always have an effective tracking system to tell what is working and what is not.

Email Marketing

This is a channel that uses electronic mail medium to market their brands and businesses. It is a very important channel that can increase the visibility of your brand because it is the most personal way brands can interact with their customers.

Email marketing is effective in targeted communications across your sales funnel. You cannot be relevant to everybody at the same time. This is why you should segment your email list to send targeted messages to prospects.

Don’t fall victim and become a pest to customers by sending too many emails to customers; it can get irritating and make them unsubscribe from you. Sending few emails is bad because you can be forgettable and end up in spam. This is why there should be a perfect balance when it comes to the issue of frequency and timing.

Have a clear purpose before you request the customer to give you an email address. You need to be able to give your customer something valuable which will keep them interested for more offers from you. Remember to include a call-to-action in a way that recipients will not miss it even if they are only skimming through.

Pay-Per-Click (PPC) Advertising

This is another avenue that to explore with regard to selling through digital channels. Think of PPC as paid adverts offered by search engines. Here, you can buy visits to your sites instead of solely depending on organic visits. Here, advertisers pay a fee when someone clicks on one of their ads. Google AdWords is an example of a PPC system.

In order to expand the reach of your PPC advert campaigns, include keywords that are relevant to your business. Carry out reviews regularly, especially on expensive PPC keywords and any others not performing according to expectations. Ultimately, strong content is content that’s working. If it’s not working, fix it or shut it down.

Make Digital Channels Work for Your Ecommerce Business

Why select a medium that allows you have just one conversation at a time, when you can talk to millions at the same time at even lower cost? This is not to say traditional channels aren’t important to generate leads and boost conversions. Traditional channels offer a human touch that digital doesn’t. On the other hand, digital channels are more efficient, cheaper, and have a wider reach.

This post is not in any way an exhaustive list of all channels your ecommerce business can use. Do research and discover more, if you want to be a leader in your industry.

Your traditional marketing methods and channels should support an already solid digital marketing effort. You shouldn’t use either in isolation. It is not advisable for firms to solely depend on digital channel and abandon the ground work traditional channels can play. Thus, for optimum results in their dealings with current and prospective customers, firms should combine the human element of traditional channels with the efficiency of digital ones.

The goal is delightful customer experiences that keep them satisfied; hence, you need to make sure that your service providers are willing to go above and beyond to ensure that this is done. This means speeding up response time and handling complaints effectively.

Personalization of your services is important to make your brand more “human”. Customers do not want newsletters and emails from firms, they want personalization. The information gathered from your buyer personas can help you tailor your messages specifically to certain groups of people.

Regularly evaluating all the digital channels you use for adequate corrections is key, especially where you find goals deviating so management can begin making smart decisions again. The goal remains quality interactions with customers that can root your company name and brand image firmly in the minds of your customers.

Now that you know the value of selling through digital channels, click here to see what Catsy can do for you.

Custom Content Drives Ecommerce Sales Success

Custom content specifically targeted to the audience you want to reach and optimized for their preferred channels sells more. Learn how and why here.

Everybody in the digital marketing business is adjusting their tent to accommodate the increasing importance of content. Some go as far as calling it the “king of marketing.” So, it’s safe to say the amount of content being produced is increasing daily. But how much of this is custom content that meets the goals of customer engagement? Probably not much.

The major challenge in these competitive times is to produce unique, custom content. It must connect with customers on a higher level than ever before. With technology advancing at the speed of light, custom content may just be the answer to solve this challenge.

If your content is the food to entice your customers to have a taste of your brand, custom content is their favorite treat. It has to provide them with an extraordinary experience every time. We keep talking about making an impact, but how are brands going to do so in the light of increasing competition?

Consumers see countless advertising messages from brands wishing to rise above the rest. Are you ready to break through this chatter? Custom content helps brands meet consumer needs much more effectively than generalized content.

Consumers will beat a path to the site that offers product information useful to them and products to help satisfy their needs. They need content that gives them a perfect fit for their needs and wants.

When you make custom content to market your products to specific customers, it can increase traffic to your site. It is not your physical product that matters but the value your products and services can offer to your market. Thus, your ability to communicate the value to your customers can best shine through to them through custom content.

What Does Custom Content Really Mean?

Accenture found 73% of consumers preferred businesses offering a personalized customer experience. Customers will be ready to give anything for an experience that feels personal and meaningful to their specific needs.

If the content is not valuable to the personas you want to read it, it is less content than just purposeless writing. The goal of custom tailored content is to achieve specific marketing goals and objectives.

Your content has to communicate your brand promise to different buyer personas, answering their needs. Marketing-oriented custom content should discuss your products and product attributes in a way that makes them valuable and relevant to your customers. When you become relevant to your existing customers, your audience naturally begins to grow.

Think of custom content as addressing your customers directly. You deliver the exact solution they need. Of course, custom content naturally draws in the people whose interest it piques. This content has to specifically target their expectations.

Identify Your Buyer Personas

“Do you think you know your customers as much as you need to?” is a question that brands should regularly ask themselves. Of course, only continuous customer research can answer this question.

There is nothing you can do in marketing without knowing the consumers or target market you wish to serve. You need to identify your buyer personas because they will serve as a guide to customizing your content in line with their needs. Personas are a collection of the characteristics that your ideal customers have. If your content is not attracting and sustaining their interest, there is a problem somewhere.

The deeper you get into segmenting your customers as a result of differences your buyer personas has uncovered, the more effective you can develop different content that can address these differences.

Often, brands make the mistake of using buyer personas they created when drafting their marketing plan. Not updating these can be a deadly mistake. Customers change and it’s easy to miss a customer segment that might benefit from the products you offer.

Always update the customer database that can make you miss opportunities to serve your market better. Always research to ensure your content speaks to the right audience. Your custom content must change with their needs and preferences.

How to Make Custom Content for Your Products

Today’s customer looks to research to gather information about brands. They make their selections based on content that includes solutions to their problems. In the information search process, they look for social proof. They need to know others also liked the products by finding and reading reviews, ratings, and recommendations. At the end of the day, they make a final selection based on their identity and what will satisfy their needs.

However, before you think of personalizing your content, you must develop your brand such that you can identify and establish what you stand for as a brand, your core values, and goals, among others. You need to figure out what differentiates you from your competitors i.e. the distinguishing service and other benefits that customers should expect from you and strive to promote it to your customers. Marry your brand identity with the content you are developing for a quality production.

Finally, gauging its strength by grading content effectiveness will point you in the right direction toward creating winning custom content.

Personalize Your Website

It is important for brands to help users find useful value through the content you produce. Have you ever wondered why a lot of persons will go to a website and see different versions of the site? That is the power of personalization and it is one that can give you great conversions.

The truth is that people visit websites for so many reasons. The biggest mistake you can make is to create your content to satisfy a specific intention. Lots of websites often try to generalize their content in a bid to satisfy the needs of their customers on a general level.

You can personalize your content by displaying different content to different visitors to your site. No wonder Blair Lyon said: “creating a one-to-one customer experience significantly contributes to customers that are highly engaged and this, in turn, has a direct impact on the bottom line of the merchants. Custom content helps you target content to different people where it matters most based on their buyer personas.

Content customers see when searching for information should not be the same others see when trying to buy from you. Making custom content means you speak the language of these different groups. You have to make them feel like the site is solely for them.

To do this, data is collected about your site visitors and content can be personalized according to their location, the device used, a record of their search keywords, the frequency of their visit, their customer history, and so much more.

Some sites go the extra mile to make the buying process easier for their customers by converting the price of their product to the local currencies of their buyers, reducing the friction of checking out. They are rewarded with faster checkout and of course, more paying customers.

Personalize Your Email Campaigns

Email marketing has become much more popular as a cost-effective channel that encourages long-term interactions between a brand and its customers and helps build brand awareness. As we already know, email marketing is a communication channel where our content can shine through to targeted prospects. Customize your emails to your individual customers.

Users express a desire for further interaction when they subscribe to an email list. The major obstacle is getting the customers to accept to subscribe to your brand. Custom content specifically designed for their needs and wants can get their foot in the right place.

Through email marketing, brands have the opportunity to interact with customers where it matters most – their inbox, which they often check on a daily basis. Care should be taken to ensure that they are not bombarded with too many messages to avoid being sent to spam.

The most important thing to note is that you should ensure that relevant product content will always keep them expecting more. Email marketing also affords brands the golden opportunity of getting their message across to customers directly and on a regular basis. Hence, the tone of the message and the content matters a lot. Apply personal touch across all correspondences sent across from welcome mail to future email correspondence.

Personalize Your Social Media Campaigns

Social media platforms are popular media platforms to increase the awareness of brands. You need to know the platform your buyer personas make use of. The one that they are most comfortable interacting with.

Make your social correspondences much more personal to increase conversions. In order to do this right, there is need to have the right data at your fingertips. This will help you know your audiences better and target messages to their specific needs. Your content should be such that it captures the interest of your audience at every point in their journey.

As much as it is important to be consistent, do not make the mistake of dishing out the same message across all your social media platforms. This is because these platforms all need different writing styles and content to be efficient digital channels. Discover the best strategies that work best for each platform and use it to generate deeper engagement.

Listen and listen really hard. Social media platforms give you room to converse with your audience and know their pain points on a personal level. This will help you address these problems with effective solutions that satisfy your customers.

Make a decision on the voice you wish your brand to be identified with. This goes to show that your messages should be communicated in a consistent brand voice across all platforms you engage your customers on. This should be in line with the personas your message is addressing. Of course, your voice cannot be rigid or professional if you wish to appeal to teenagers or younger audiences.

The goal here is finding effective ways to engage your customers. It is important your customers feel heard and important. This is why you should answer questions and reply to comments in a timely manner.

The Advantage of Custom Content

Making custom content builds the environment for the sustenance of a long-term relationship with your customers. This is because your product will always be relevant and of interest to your customers and they will keep coming back to you. When your customers are on your side, they can become brand ambassadors and help communicate your brand message for free across all the sales channels they use.

Making Custom Content Increases Customer Engagement

Custom content strives for engagement i.e. it seeks to engage your existing customers and not only attract new ones. It encourages first-time customers to stick around because of the custom content that you provide for them. A customer that initially planned spending seconds on your site will extend the time to minutes and become a frequent visitor.

Personalization of your content is important to the success of your digital marketing campaign because you create relevant and valuable experiences that make them feel connected and understood. You can target messages based on previous purchase histories of customers and suggest relevant options for customers, thereby increasing conversions.

According to statistics from knexusgroup.com, 56% of consumers prefer to shop at retail stores offering personalization. An astounding 74% confessed seeing content that didn’t match their interests was frustrating. On a similar note, they discovered that much more than ordinary adverts, personalized adverts convert ten times better.

Now you know that customizing your content makes it more valuable to your customers. This makes them engage more with you and deepens their relationship with your brand.

Position Yourself as an Authority

Customers spend so much time online and they become exposed to numerous content. Most consumers require content with a breath of authenticity and relevance. They want content that stands out above the noise.

The production of relevant content and useful guides to your target market will position you as an authority in your industry. This will set you apart and customers will always flock to your site in search of information because of the connection that has been formed.

The more you produce relevant content, the higher the customers who will become fanatics and cannot wait to consume your next production. To do this, your content should be accurate and transparent, such that it is seen as being authentic. This can do wonders for your online sales reputation.

To be authentic, brands must choose quality over quantity with the aim of engaging their customers and adding value to them at every interaction they have with you. You need to know your audience and develop content with their needs in mind. Consistency is the bow to wrap all your efforts in if you want to sustain interest and reduce customer churn.

Increases Customer Loyalty

Customer loyalty is the peak most brands hope to achieve. When customers are loyal to you, it shows that you have succeeded in attracting and nurturing them much more than competitors.

Customers are more likely to take a content that engages them viral so that others can appreciate it too.

Personalized experiences are naturally more engaging and memorable to your audiences, which can drive customer loyalty. Personalized experiences become easier to produce with the availability of data that the advent of digital mobile channels brought upon us. Thus, ecommerce retailers have ample opportunity to gather data about their customers from the different channels that they interact with and create a seamless customer experience.

Deep insights can be gathered from the data collected and through this, buyer personas are created. This will help firms understand their customers better and predict their preferences, thus provide content well suited to satisfy their needs.

We all know that customer loyalty is a hard currency to earn and it takes dedicated effort to gain it. Loyal customers will go far and beyond for brands they love and keep buying. Personalized and custom content can help you get them buzzing about your brand and all it stands for.

Increase Brand Visibility

In this current modern digital world, brand visibility is easier to get. This is because technology has made it easier for brands to engage directly with customers, obtaining feedback quickly in return.

With the internet, it becomes quite easy to make content available to a large number of people. The good side of it is that customers can get quick access to yours. The bad side is that they become cynical, having been exposed to defective and unappealing content. This is where custom content comes in. To make you stand out from your competitors, increasing the awareness of your brand.

The production of custom content attracts and satisfies customers, thus increasing the visibility of brands through recommendations and referrals. Creating content that is made specifically for customers can increase the chances that they will spread the word about you.

Your brand visibility increases when the people you write actually read the information you have to give. Custom content is quite different from disjointed text, producing markedly different results.

Finish Strong

As a brand, you may have produced the best content in the world but it seems not to be producing the desired results. It could be attributed to the fact that your content may be too generic without targeting any specific customer group. Thus, it always fails to connect to anybody, leading to poor conversion rates.

Customers desire content that shows them that you took the time out to know their needs because it is targeted at those needs. You need to get information that will be relevant and valuable to your customers to them. If this is done, it will help increase their engagement and deepen connections. This is why data is becoming a necessity to champion content marketing and personalized offerings.

Brands that stick to the memory of customers are those that deliver on their customers’ expectations in moments that matter to them. Often times, brands may not know the exact time that it will matter most to the customers. This is why it is important to ensure that there is consistent quality service delivery across all touch points with them.

Remember, no matter how customized your content is, you cannot go far without a solid content marketing strategy in place. A content marketing strategy will help you to be better prepared to deliver content that will form lasting impressions in the mind of your customers.

Now that you understand how important custom content is to a successful ecommerce business, click here to see what Catsy can do for you.