No matter how great your new product line, how stellar your new service, or how incredible your new storefront may be, none of it matters if you don’t reach out and tell people about them.
Below, we outline some ways to put more spring in your marketing step. Some are tried and true, some just starting to come into their own, but all provide great potential for a successful 2020.
Optimize Your Website for Mobile
A mobile-friendly site was once a nice-to-have but has long since become a must-have for your business. No matter how great your content may be, if potential customers click through to a commerce page that forces them to scroll endlessly or zoom in to read text, you risk losing them. In fact, more than 50 percent of users who visit your site on their phones will abandon it if it doesn’t load in at least three seconds.
Re-Engage with Social Media
It can be hard to find a fresh take on social media because it has become such a ubiquitous fixture of our lives, both personally and professionally. Here are a few ways to rekindle the social romance and boost your ROI:
- Encourage customer feedback. Social media has given businesses unprecedented access to their patrons. Seize this opportunity to fix problems as they pop up and you’ll improve your customers’ experience and increase their loyalty.
- Expand your horizons. It’s easy to stick with Facebook, which remains the most popular social network worldwide, but platforms such as Instagram, Snapchat, and LinkedIn each have their own devoted fans and are worth exploring.
It’s more important than ever for your marketing to speak directly to the individual customer. In fact, 88 percent of marketers have customers who expect a personalized experience, and 73 percent of marketers who introduced a level of personalization saw increased visitor engagement and conversion rates of at least 10 percent.
Start with simple changes, such as addressing a patron by name in an email, and then move on to more tailored offers. A payment system that remembers a customer’s purchase history and preferred credit card can go a long way toward recommending additional products or simply bringing a smile to their face when you make the transaction simple and fast.
Let Customers Sing Your Praises
The vast majority of shoppers (88 percent) consult peer reviews before clicking that buy button. No matter how compelling and fluid your marketing copy may be, it’s no match for a fellow customer telling their story. So embrace and use those stories (with permission, of course). Feature positive testimonials in your messaging and let your fans do the promotional heavy lifting.
Go Local with SEO
With the Yellow Pages having largely gone the way of the Dodo bird, people rely heavily on search engines to find local companies. Indeed, the use of the phrase “near me” in search doubled from 2015 to 2016, and almost half of Google search traffic is local customers on the hunt for a nearby business. If you don’t show up near the top of their results, chances are they won’t find you.
Luckily, it’s not hard to start enhancing your SEO. Some ways to do so include enrolling in Google My Business, optimizing your page titles and description tags, backlinking with other local companies, and writing authentic and locally focused content.
Embrace Video and Streaming
If a picture is worth a thousand words, then a video or stream may have even more value. With streaming content predicted to make up more than 80 percent of all online traffic by 2020, it’s worth including in your tool kit.
At its core, streaming video puts a human face on your company, allowing your followers to get behind-the-scenes access to your brand and the people who make it go. Platforms such as YouTube and Facebook have wide appeal for streaming content, and up-and-comers are also making their mark on Twitch and TikTok.
So what are some ways to use this type of content?
- A Q&A with your CEO that uses a combination of scripted questions and those submitted on the spot by viewers
- An on-the-ground narration of a live company event
- Some casual footage of the staff in the back office, on a company retreat, or volunteering at a local nonprofit
Kickstart Your Loyalty Program
There’s no substitute for loyal customers. They stick with you in tough times and enjoy the ride when things are great. They also generate data that lets you customize their experience and give them perks when they show their loyalty. As such, a loyalty program should be an integral part of any marketing plan.
Brands of all sorts have found the loyalty secret sauce, including Amazon Prime, Starbucks, Sephora, and The North Face.
Upgrade Your Payment System
Any marketing program worth its salt has a modern payment solution standing behind it. It’s the quarterback that keeps all the marketing players moving in the right direction, from loyalty to SEO and beyond.
Once these promotional efforts bring people in the door, you need a system in place that effortlessly allows them to pay while providing superior customer service and efficient back-end tools. Poynt will give your marketing team the support it needs to succeed.