2020 has been quite the year for most small and large businesses. In many ways, the pandemic has affected both e-commerce and brick and mortar businesses. Ecommerce stores may have found it difficult to stay on top of their supply chain and receive inventory in a timely manner. Brick and mortar businesses have had to struggle with closing their doors for months at a time and following their local guidelines in terms of what to do next.
If we look back, it was the end of the first quarter of business where things began to shift. Some companies pulled back on many marketing initiatives and spending to get a better grasp on the climate while others leaned in and invested heavily into their online channels.
Whether you held back, or you leaned in – you can still make up for lost time AND end the year strong. There are three key elements for you to inspect: social media marketing, email marketing, and online advertising. Ready? Let’s go:
Social media marketing
Social media marketing is one of the best ways to get your business out there. You have the ability to increase brand awareness and recognition with your target market. And, you’re also able to actively engage with your audience through comments, replies, and reviews.
To be on top of your game for social media marketing, you have to make sure that you cover all of your bases. That means brainstorming for and creating both written and visual content, scheduling your posts ahead of time, and engaging with activity on your social media platforms.
First, when it comes to brainstorming for the month (or months) ahead, you have to look at your analytics. What worked previously, and what didn’t? What are some of the changes you want to make with your content? What and how often are your competitors posting? Consider these ideas for your strategy.
Then, take time every day to go through each of your social media sites and respond to all engagements on your posts, and respond to messages. Of course, each platform is different and requires a different approach. You may take more time on LinkedIn responding to leads and connecting with potential clients than responding to comments on Facebook. What is important is that you are keeping your brand relevant on these sites.
Social media will help you amplify your message, position you and your company as a credible expert, drive visibility, and generate leads – all in real-time.
If you don’t have email marketing in place, you are missing a HUGE opportunity to connect with your audience. While social media is essential, email is still one of the best ways to stay top of mind with your current customers, and to solidify a relationship with your potential “top funnel” and “mid-funnel” leads too.
Why else do you need it, and why should it be included in the equation to end the year strong?
It delivers a strong and trackable ROI.
To put it in perspective: for every $1 you spend on email marketing, you can expect an average return of $42. Think about all the ways you can benefit from this by including links to your products in newsletters, and even sharing about special deals that are going on. It is worth it to invest both your time and money into this. However, you have to do it right.
If you’re really looking to increase your brands reach and traffic to your site, purchasing a list could be beneficial for you. Before you do this – make sure you know your target audience well so you don’t waste your time and money.
One more hot tip for product companies: bring customers who didn’t complete a purchase back to your site with an abandoned cart series.
Advertising your business online is an absolute no-brainer if you are looking to generate more business. Many times, if you do not have a strong web presence or social media presence, all of your content and hard work falls on deaf ears…and may never actually be seen by anyone ever. Online advertising circumvents this so that your content, and offerings, are seen and engaged with by your target audience.
Social media advertisements deliver strong ROI. Of course, this depends on which platforms you choose. There is a variety, including Google PPC, geofencing and geotargeting, Facebook, IP retargeting, and more.
These advertisements are also helpful because they instantly generate results. They are also incredibly targeted. Unlike advertising in a local newspaper where anyone could see your ad, you can choose who sees your ad online based on demographics such as location, age, gender, and interests.
IP retargeting and social media retargeting ads are essential to getting users BACK to your website. It’s common knowledge that consumers rarely purchase with a business at first visit – so you need to bring them back. Make sure you’re advertising everywhere your audience is. Being top of mind is important to the customer choosing you over your competitors.
Together social media, email marketing, and online advertisements work to keep your existing audience engaged, while also gaining the attention of potential customers and driving both audiences continuously to your site where they can complete a conversion with you.
We can help you end the year strong by helping you amp up your social media marketing, email marketing, and online advertising strategy. If you want to learn more contact us today.