The holiday season is a time for joy and giving, but how do you optimize your online retail marketing strategy once the tinsel clears? January and February are typically slower purchasing seasons, with consumers spending far less than they spent on gifts and other products in December. As online retailers prepare their marketing strategies for the new year, they should adopt some of these tips:
Optimize Online Retail Marketing Strategy
Provide a Simple Checkout Process
During the early months of the new year, your customers may be “just browsing.” This is why, as an online retailer, you should ensure that your checkout process provides users with all the information they need. A straightforward checkout process to make their purchase quickly and easily will be more likely to result in conversions. And if possible, offer multiple options for customers to buy from you.
Use Direct Mail
Direct mail advertising is a traditional marketing technique that has been around for decades. It is a way to get your message in front of customers and potential clients by sending them personalized direct mail. A direct mail campaign may include call-to-action letters, product catalogs, and coupon postcards. Others include more elaborate options such as boxed samples and elegantly printed packaging.
Offer Multi-Channel Shopping
Consumers do not just turn to one channel or shopping platform when they are ready to buy something online in the modern world. They compare products from various retailers on their mobile devices and those of physical stores. Understanding your clients will ensure that you offer a good user experience.
Think about the Virtual Customer
Retailers should think about virtual customers and walk-in customers. In addition, retailers should optimize their websites for mobile devices. A responsive website that automatically adjusts to the device’s size will quickly help shoppers get through your site.
Optimize Your Ads
During the early part of the year, people are searching less for products on their smartphones or tablets. Therefore, it is crucial to ensure your clients view your ads from all devices without compromising quality. In addition, ensure that your offer is appealing enough so that users click on your ads.
Start the Marketing Campaign Early
It takes roughly seven weeks for consumers to build up the necessary interest and excitement before shopping. Therefore, it’s best if you can begin your marketing campaign early. In other words, the time to start is now. This gives users enough time to get familiar with your brand and consider buying from you.
If you sell physical products, consider offering gifts with purchases. For instance, if someone buys your product for $40, provide a small accessory that costs about $15 to $25 as a bonus. This will make the deal much more attractive to users and encourage them to buy from you.
Find a Way Around Shipping Costs
Many consumers are reluctant to purchase products online because of shipping costs. Consider collaborating with couriers that offer free pick-up services at local stores. Alternatively, the courier services should offer your customers affordable rates.
Highlight Your Products on Social Media
Posting your brand on social media is a great way to increase visibility and encourage engagement with potential customers. For instance, you could post images of the product, explaining why it is unique. You can also share videos showing how your product works in action. Ensure you include a link that takes people directly to your product page.
Offer Deals for First-Time Buyers
Any time you are running a campaign, consider offering discounts or coupons exclusively to first-time customers. This will help ensure that these users keep coming back in the future. Additionally, it will encourage others who might be hesitant about buying from you. You can also offer free shipping for first-time customers, so they have an incentive to return to your site and buy again in the future.
Optimize Your Website with SEO Tools
A low buying season brings with it high levels of competition. Therefore, invest in SEO tools to ensure customers can easily find your website. Optimize your site with SEO tools to rank higher on search engines and increase visibility for relevant keywords associated with the products or services you offer.
Ensure Online Security at All Times
Ensure your official site is secure and protected at all times. This issue is more important than ever because cybercriminals want to steal credit card details and other personal information. To avoid any potential problems with security breaches or swindles, ensure you are using SSL certificates for online transactions.
It is possible that you already went overboard with promotions during the holiday season last November/December, but you can employ some practical ways to avoid giving away your entire stock during discounts. For instance, offer a limited-time promotion for first-time buyers. This will attract new users who might not otherwise have tried purchasing from you.