The backbone of any business is its customers. In the heat of competition, its participants sometimes forget that behind the letters on the screen, the registration form and the shopping basket is the customer, a thinking and breathing person, with his life, its joys and difficulties.
Only by targeting your target audience, by building communications based on their interests, can you build a real and lasting backbone of loyal and loyal customers. How to do it?
Consider what marketing strategies and tactics are worth using at different stages of the sales funnel. Don't forget that the development of any strategy begins with setting a goal - specific, measurable and time-bound, but real and achievable.
Outreach Tactics
How many customers know about your online shop? How many users visit your website daily? The wider your target audience's reach, the more impressions your shop pages receive. And that, as we know, should proportionally increase sales.
Calculate how much a multi-channel marketing strategy will cost your business. Media advertising works well at this stage, because it gives maximum reach, and pay-per-click advertising. Connect SMM and targeting advertising on social networks. Think through the advertising concept, do an e-mail newsletter.
The effectiveness of online advertising is fairly easy to monitor and analyze - each platform provides its own analytics system. Don't be lazy and learn how a tool like Google Analytica works. We recommend doing keyword research and constantly identifying new audiences to show ads to.
As much as we hate to make search engine optimization (SEO) a thing of the past, we can't do without it. SEO is all about working with a website's content, visibility and technical capabilities, it generates additional referral traffic and increases sales.
Acquisition tactics
Offer the website visitor a free subscription or an interesting read in exchange for their contacts. Place a call to action on the landing page (offer to make a request, call in, fill out a form, lead magnet).
Don't forget to install a pixel on your website, which is a small piece of code, a tool that collects information about users and tracks their actions. You will be able to make a separate advertising campaign for those who have visited your site at least once.
It's important to constantly monitor your competitors' actions. Who are their suppliers? Find out how they work with their customers. How often do they update the content and content of their resources? Study their advertising, discount offers and promotions.
Conversion Tactics
So, you have successfully directed traffic to your website and landing page, but your website sales have not increased. There could be many reasons for this. Conversion marketing is a tactic that aims to push the website visitor to actually take action, make a final product selection and payment.
Once again, analyse your business marketing strategy, niche and product. Critically evaluate the functionality and usability of the site. Check how the shopping cart works, optimise the checkout pages.
At this stage it is important not to miss a unique opportunity and to monitor and analyse the website's analytics in real time. Information about your customers, their engagement and your audience's metrics is valuable material that cannot be obtained from other sources.
Retention tactics
Once a customer makes a purchase, they form their opinion about the quality of the product, your service system, your fulfillment of promises and adherence to warranties. All efforts at this stage are aimed at getting the customer into the category of regular and loyal customers. You develop separate promotional campaigns for them, form individual offers.
To increase the check, use a marketing strategy of complementary and cross-selling. Offer products that may be of interest, recommend related products from other categories.
Loyalty tactics
Loyal customers are the promoters of your business, they create a continuous sales cycle. Keeping the interest of a loyal customer is easier and cheaper than gaining the trust of a new one. Keep in touch, announce new promotions and send out information about discounts. If customers buy from your shop once a month on average, you need to remind them about yourself monthly, systematically and in different ways. This may be by email or SMS.
Promotion by Arabesco sideral
Recognition and popularity are very fuzzy concepts, especially when they concern a small business or a start-up. Advertising and promotion require a lot of investment.
Arabesco sideral uses dropshipping to grow its customers' businesses and helps its network partners promote their online shops by presenting its platform for their marketing efforts. Arabesco sideral's marketing experts monitor the customer's marketing strategy and make recommendations on how to work with loyalty programmes and customer retention.