Building an online presence is essential for every business right now. No matter what industry you're in or your company size. It's very important to promote your business online because it's where people spend most of their time.
In this article, I’ll be sharing some of the best digital marketing strategies to help propel your businesses.
But before anyone ever thinks about running digital marketing, there are some things you need to consider first.
This is the first thing you have to get clear on. You need to be clear on who your product or your service is for specifically. When you know who your target audience is, you can create marketing that fits for them. So that when they see it, they would know that it is for them. They will feel like, "that's for me, I want to be a part of that brand." So be clear with this one.
This means that your marketing assets should have a consistent look and feel for your brand.
Why is this so important?
Think about when you see an ad that looks good. What do you want to do? You want to engage with it, right? You want to click, you want to find out more. If an ad doesn't look so good, you probably don't even notice it. You probably blocked it out of your mind, because it didn't resonate with you.
So make sure you have a strong brand presence where your marketing looks very consistent and it invites people in.
You need to invest your time in getting your website together because this is where your customer is going to come.
One of the things you want to be careful about is having a high bounce rate. Bounce rate is the percentage of people that come to your site and how quickly they leave. So if you have a high bounce rate, people that come to your site leave as soon as they get there. When this happens, it means there's something fundamentally wrong with your website. You potentially spent all this money driving them there. So you want to make sure that they stay, they look around, spend some time and spend some money with you.
Let me give you some tips on how to make your website have a great user experience.
Tips on How to Make a Website with a Great User Experience
You need to optimize your website by integrating the following:
You created your website but remember that it isn't for you. Your site is created for your client. It's for them to know more about you, your product and services, and to see everything in a clear manner. So you need to design it with your customer in mind.
The main navigation is the different sections you see mostly placed on the topmost part of a website. You can see men, women, kids, beauty, essentials, and all those different categories.
When you're creating the main navigation, think about your customer and how to make it easy for them to find your product.
Product copy explains what a product is and why it's worth purchasing. It should be informative and it should speak to your target audience so that it's clear to them what you're offering.
You need to make sure that any imagery you have on your site is consistent. When your background is consistent, you can use these assets across all different marketing channels, which allows you flexibility. It also makes your site visually easier to navigate.
This is also important because it's proven that customer engagement increases when there's a video content on a website.
Think of those sites that you visited and there’s a video. It helps you understand a bit more about the brand and the product. So put a video content on your site whenever possible.
Make sure your check out process is seamless and easy. We've all been in a situation where at the check out process, they're asking us to do the most. And you're just like, “ah, maybe I don't need this product after all.”
We all want to buy with just a few clicks. So don't put any obstacles in the way for the customer.
Email is so important. When someone gives you their email address, they are telling you that they are interested.
The reality is, when someone comes to your website for the first time, they don't make a purchase. They want to know more about the product before they make a decision. So make sure to capture their email and create a strategy to talk to that client.
Customers shouldn’t spend time on your site figuring out how to contact you. Make this easy for them so that you can address their concerns as fast as possible.
One of the things about being customer-centric is that you never want a customer wondering if they can return the product they purchased and how long would it takes. This should be very clear from the start because your customer experience is a really important part of your brand identity.
A lot of desktop sites today are built to do this, but always make sure that you're looking at your site on your mobile phone. Oftentimes, when you're looking at your website using a PC or laptop, it looks good but when you go on your mobile to see it, the layout is very different.
So always think about how it's going to look on your phone. And the reason for that is because most web traffic today is coming through phones and not from the desktop.
PAID FACEBOOK ADS
Facebook ads give you a great way to efficiently scale your marketing efforts through focused targeting. But before you run a Facebook ad, you need to place a Facebook pixel on your page.
This is a line of code that's added to your website header. What it does is that it tracks actions taken by a visitor and provides insights to Facebook so that they can make ads more relevant to your audience. And the great thing about pixel is that it’s free. The reason why it's free is because Facebook wants you to use this pixel as it allows them to collect data. Facebook is a data company and without data, they're don't make money.
So you would still need to put that pixel even if you don’t want to run Facebook ads yet. Because if you decide three months from now that you want to run Facebook ads, that pixel would already have been collecting data for you which you can already use.
Marketing Sales funnel
Before you run Facebook Ads, it's important to first understand how a customer goes through that purchasing cycle. This can be explained through the marketing sales funnel.
At the top of the funnel, you will see awareness. This is for audiences that are still "cold" or those who don't know you yet. So you have to warm them up to get to know you. You need to let them be aware of your brand.
After awareness, you now want to get that customer down to consideration. So you capture their interest and attention by building a relationship with this customer for them to consider your product or brand.
Once they're considering, they're now thinking how they can purchase with you. At this point, you already converted “cold” audiences to “warm” audiences.
At the bottom of the funnel is loyalty. After that first purchase, you want them to become repeat clients or repeat customers. This is where you turn “warm” audiences to “hot” audiences. You need to engage and encourage repeat purchases. This is like the sweet spot that every brand is looking for. So remember to always think about how you get the customer down the sales funnel.
Let me share some of the best practices you can use in running Facebook ads.
Marketing is all about testing and learning. What works for you today might not work in the next coming months or years.
If you're going to run ads, give yourself a few months to learn and test to find what works for you. Oftentimes we run ads and it won't work. But maybe there's just something that needs to be tweaked. And you will only know what that is if you keep tweaking.
Remember your sales funnel? Where you have your cold (top), warm (middle), and hot (bottom) audiences? You need to run 2-3 ads per funnel to allow testing. If you don't test multiple audiences, then you won't know what ads work for them. After testing, you will be able to develop specific ads to target specific audience.
Sometimes marketing is a mixture of art and science. You've got to test and learn what works best.
Sometimes you put an ad or image that you think is great and then you realize no one is clicking on it. You need to give customer options. You need to put different ads so that you can learn what works well with your target and to find out what kind of ad resonates with them.
These are some of the best practices you can implement in your ads.
In running ads, you should be familiar with the right tools to use. There are three tools that you should be using in Facebook business.
This is a tool that allows you to learn more information about your audience. Using Audience Insights, you can get aggregate and anonymous information such as:
Demographics - age and gender, lifestyle, education, relationship status, job role, and household size.
Page likes - the top pages people like in different categories, like women’s apparel or sports.
Purchase activity - past purchase behavior (i.e. heavy buyers of women’s apparel) and purchase methods (i.e. in-store, online)
Location - places where the audiences live
This information will help you to create content that resonates and easily find more people like the ones in your current audience.
This is another cool feature within Facebook ads. You will use customer data or actions such as an email list or past purchases to create a unique audience.
This allows you to reach a new prospective customer who shares similar habits to your current customer. For example the email list, Facebook will allow you to upload that email list, and then you can choose the audience location. Facebook will find people who are in that location as well so that you can target them with ads.
You can also use their interest. It'll let you target ads to people who share the same interest with your current audience.
This will target previous visitors to your site or specific site pages using custom audiences.
Have you experienced going to a website and you look at a pair of shoes? And then that shoe or ad was following you all around on the internet?
That is the pixel hard at work. It knew your IP address came on and it knows exactly where your IP address is online. So it's targeting you based on sites. Some brands are able to drill down to the product level that you interacted with.
So you need to remarket your products until you get your audiences to purchase it.
And that is how you use these different Facebook tools to help you get the customer down to your sales funnel and for them to become loyal customers.