In this week’s article we look the best advertising and marketing strategies you can use to maximise online sales. The strategies are applicable even if you are just getting started with selling online, or have low online sales at the moment.
This is the second instalment in our series exploring ways to maximise online sales. In the first article we looked at your website:
- Tip 1 – Optimising it for mobile
- Tip 2 – Making it search engine-friendly
- Tip 3 – Improving the user experience
- Tip 4 – Optimising product pages
- Tip 5 – Cross selling and upselling
You have to get visitors to your website in the first place. Once they are there, you have to encourage them to make a purchase, removing any barriers that might prevent that from happening. The strategies above will go some way towards this goal, but you will probably have to implement some or all of the following as well.
Tip 6 – PPC Advertising
If your website is properly setup you will get traffic through organic search. To maximise online sales, most businesses also have to implement PPC campaigns too. PPC, or pay per click, is a results-based form of advertising where you only pay when your ad successfully sends a visitor to your website.
The most powerful thing about PPC campaigns, however, is you can target audiences. This means you can narrow in on people who are close to making a buying decision, increasing your return on investment.
You have a number of PPC options available. Google’s AdWords, where your ads appear on search results pages, is the most popular. Facebook ads also get results.
Tip 7 – Understand and Deal with Abandoned Carts
Some people who add items to the shopping cart on your website will leave before they complete the purchase. This is called an abandoned cart, and it happens more frequently than most website owners imagine. In fact, in some industries, over 70 percent of carts are abandoned.
Reducing the amount of abandoned carts on your website is therefore a simple way to improve your online sales. The practical steps involved are far from simple, however. You have to think about why customers start but do not complete a purchase. Do you not give crucial information until the checkout process is started? Are your delivery charges too high, or do you add other unexpected fees? Do the checkout pages on your website load slowly? These are all common causes of shopping cart abandonment.
Tip 8 – Try Re-marketing
Re-marketing is a form of PPC campaign where you only target people who have previously visited your website. They should, therefore, be people who are close to making a buying decision. As with other forms of PPC advertising, the real power of re-marketing campaigns lies in targeting. For example, you can target only people who abandoned a shopping cart on your website.
Tip 9 – Plan for Seasonal Events
Putting together marketing and advertising strategies takes time so you should plan for seasonal events in advance. An example would be planning for November/December advertising to maximise Christmas sales. That planning should start in September at the latest to give you enough time to get the message, technical design, and creatives in place.
Tip 10 – Use Social Media and Email
You won’t get good results by focusing on one or two different avenues. For example, you are probably missing out on online sales if you just rely on organic search and a medium-sized PPC campaign. You should therefore also include social media and email marketing in your overall strategy.
Social media is good for relationship and brand building over time, while email marketing is a tried and tested method of getting sales.
As with other aspects of your business, it takes time and effort to successfully sell online. Implementing these tips will help you get there.
For more help and advice with your business please contact one of the team at Gilroy Gannon today.