How to spend your Q3 and Q4 retail marketing dollars
Whether making a last minute push to meet year-end numbers or simply subscribing to the reality of “use it or lose it,” most retailers pick up the pace when it comes to their Q3 and Q4 marketing methods. Wondering how to aim for and achieve the best possible results? Consider these seven proven ways to maximize your retail marketing allocations. 1. Better your blog Unfortunately, many retail business blogs miss the mark when it comes to achieving their full potential. Why? Because they exist out of a sense of obligation, as opposed to as an extension of a company’s overall business strategy. Blogs are cost-efficient, highly effective marketing tools….unless they’re left to languish, in which case they offer value to neither you nor your consumers. Conversely, a well-executed blog can help you build engagement and foster consumer loyalty while also enhancing SEO rankings and search results. Stop thinking of your blog as your website’s “ugly stepsister,” and start thinking of it as more of a fairy godmother of sorts — with the magical potential to generate sales leads. 2. Look harder at search engine marketing Odds are, you promote your website via Search Engine Marketing (SEM) throughout the year. However, did you know that Q3 and Q4 offer the enhanced opportunity to take a closer look at your conversion rates? Are your average costs per lead and conversions meeting your expectations? If not, consider where your efforts may be failing. For many organizations, the critical element is poorly-designed landing pages which fail to generate search marketing ROI. After all, different campaigns have varying search optimization parameters. Taking the time to customize each campaign can yield powerful results right when you need them. Also, keep in mind that while starting new campaigns may not yield realizable ROI by year’s end, maximizing your existing processes and programs has the potential to improve outcomes. 3. Focus on Facebook While social media in general presents valuable opportunities for marketers, Facebook takes second place only to Google when it comes to worldwide net digital ad revenues. When was the last time you evaluated your Facebook advertising approach? Whether you’re looking to cast a wider net or increase sales, Facebook offers a captive audience to savvy advertisers. Not only that, but Facebook’s robust analytics allow you to target your audience, choose from different ad formats, and understand your results through reporting, tracking and measuring capabilities. If your marketing efforts are going awry, these metrics can help you take swift, corrective actions. 4. Go for growth While dwindling resources may compel you to trim expenses, it’s also important to keep an eye on the prize: building value. This doesn’t necessarily mean cutting costs, but instead amping up accountability. Execution-driven strategies position you to demonstrate the effectiveness of your retail marketing campaigns, and information management is a critical part of the process. Today’s retail marketers have access to more actionable data than ever before. Demonstrable results are not only essential to assessing ROI, but also to making any last minute adjustments to move forward in the most productive way during retail’s busiest season. 5. Optimize email efforts On that note, heading into the holiday season, it’s particularly important to deliver content to consumers via the most appealing and accessible means. While social media gets the lion’s share of attention, email remains a preference for many in your target market. But not just any emails. From delivering coupon codes to informing recipients about upcoming in-store and online flash sales, emails can drive both traffic and conversions. And don’t forget about the importance of mobile. Responsive, aesthetically pleasing email messages can also further optimize Q3 and Q4 outcomes. 6. Count on content The typical 21st century consumer doesn’t want a hard sell; he/she wants value. As consumers prepare to open their pocketbooks during the season of giving, give them a gift of your own: meaningful content that either answers a question or enriches their lives in some essential way. Content should be consistent, relevant, unique, and focused on making the entire shopping process more accessible and user-friendly. When designing your content strategies during Q3 and Q4, keep in mind that the best content is not about completing a sale, but about telling a story that engages consumers and bolsters your brand. 7. Cultivate the consumer experience We can agree by now that contemporary customers are all about value over hype. With consumer confidence harder to come by than ever before, retail marketers can position themselves for success by earmarking Q3 and Q4 funds for enhancing efforts to understand what motivates their customers and deliver on these insights. Don’t overlook the power of omni-channel marketing. Relevant real-time content delivered via a consumer’s preferred mode of communication has the potential to increase both sales and consumer engagement. Finally, Q3 and Q4 also offer an ideal opportunity to nurture your leads. Are you doing everything you can do — in the most direct, targeted way — to get better ROI out of your lead generation? As the calendar year draws to a close, retail marketers are greeted with unprecedented opportunities to put their end-of-year retail marketing dollars to optimal use. These seven techniques are sure to help you focus your marketing efforts where they’re least likely to overdraw your resources — and most likely to generate ROI. Our team of retail marketing experts understands the challenges of doing more with less – and we’re poised to assist you in doing just that! Contact us today to schedule a consultation!
Why Email Marketing Maintains Its Value & Why You Should Use It
Email marketing is a very important aspect of almost any business’s growth. It’s how brands, both large and small, communicate sales, special events and interesting content in order to help the brand remain on the subscriber’s mind. Many companies require submission to their email lists in order to use their services. And, it’s a simple equation: people are willing to give up their email and personal information to receive some utility, even if it means accidentally subscribing to an email list you might not have accepted otherwise. Each day, I receive at least twenty emails from companies trying to offer me a product or service. Sometimes, I’ll even receive three or more emails from the same company. I had to unsubscribe from Spotify because it would email me each time one of my friends joined the social network! It’s easy for a marketer to want to shy away from this model… after all, who doesn’t despise the task of going through and deleting irrelevant emails on a daily basis? But, the reality is that email marketing remains valuable because it works. As much as I’m complaining, I recently purchased a Groupon for discount personal training sessions. I saw it in my inbox, it looked like a good deal, the location was convenient, and I was sold. [quote] Take a peek at how email marketing served a beneficial purpose for an Arnold Palmer Hospital for Children donorship event – thanks to BIGEYEs’ effective strategies! [/quote] How else would I have known about the sale? Perhaps Facebook or other social media? Unfortunately, it’s unlikely that I would have seen it there. Groupon’s hyper local model isn’t exactly conducive to allowing the company to tweet every single deal from its master account, and I’m only on Twitter a couple of times a day anyway, so I could easily miss the notice. Facebook is even worse… last year, Facebook announced that the average Facebook post reaches only 16% of fans. Sponsored posts are supposed to take care of this problem, but only go so far in reaching intended audience segments. For one, if multiple brands are running sponsored posts targeting the same group, the individuals are bound to miss at least some of those postings. Email marketing is a great way to ensure that your audience at least has the opportunity to receive your message. Unfortunately, email marketing presents some complications in and of its own. First of all, in an era of glut, how do you get people to sign up for your list? And, once they sign up, how to you ensure that they’ll actually open it and ultimately convert that person to a purchaser? These questions are tough to tackle, and may require some advanced strategies to address. However, your company can invest in an email client that helps service some of your needs and provide analytical data as to open rates, click-throughs and conversions. This data can be invaluable in assessing what your potential customers need. For more ideas and suggestions as to how your company can use email marketing to help gain customers, please contact our Orlando marketing agency – you can even sign up for our email list to receive the BIGEYE Newsletter for regular updates.
