Business is suffering at the moment, with the rise of property taxes and an uncertainty from Theresa May’s government. It’s no wonder your digital marketing strategy has been tossed aside, it is not exactly on your list of priorities now, is it? But rethinking how you acquire customers could save you some of that headache, with new tools using up little or none of your budget. Make yourself a brew, sit back and take your mind to a more proactive place…
Cross-device remarketing is a brilliant strategy for businesses of any size. As lifestyles get busier, customers switch from Smartphone to desktop, desktop to tablet and back again. And with the introduction of wearable devices like the Apple watch, it’s even more difficult to track your customers as they move through the buying cycle. Often customers will have no regard for which device they used when browsing for your product, and why would they? It’s our job to keep that journey seamless and to serve them relevant ads as they go about their day. According to Signal, 80% of consumers bounce between devices, with 40% of online transactions involving multiple devices along the way. Failing to implement a multi-device strategy will cost you a good percentage of your customer base, as they will just forget to return to your site.
Top tip: Get your head around cross-device tracking, which will enable you to identify a customer as they move from, say, mobile to desktop. Otherwise, you could serve exactly the same ad to the same customer multiple times, which will disengage them.
User-generated content (UGC)
Instagram especially has created a generation of customers that would rather buy from a business allowing them to be the face of the brand. Not only is it more cost effective to market with user-generated content (UGC), but it makes your brand look appealing to millennials, who are growing up with social media as a go-to buying platform. According to Total Retail, social media users consume over 5 hours of UGC each day, making UGC campaigns 20% more impactful. Whether it’s a simple post or a technical video that you’re collecting, friend recommendation-type endorsements are gold. Don’t be afraid to take inspiration from e-retailers already rocking UGC; for example, clothing brand Black Milk sends handwritten notes with deliveries to encourage customers to post pictures on social after the initial try-on.
Top tip: Why not send product samples to YouTubers with a large following to do an `unboxing`, or to Instagrammers to share pics?
Influencers on social media are more accessible than ever, with `ordinary` people racking up 20k-40k followers with ease. Most popular profiles include a contact email in their bios, so it’s a fairly efficient process if you want to play around with this kind of strategy. Gone are the days of using celebrities, social media platforms such as Instagram and YouTube create household names of their own right. Influencer marketing is smart in the way that followers can be converted into paying customers, often from a single image or video post featuring your well-placed product. Customers will trust the likes of, say, a young health blogger and their recommendation of a coconut oil over seeing the product featured in a traditional display ad.
Top tip: Some influencers won’t be suitable for your brand. Conduct a check of their interests, topics of conversation, and what kind of audiences they attract. Jot down as many options as you can, as you’d be lucky to capture them all!
Customers enjoy consuming content, but they hate being interrupted by ads (Digital Donut says over 200 million people have an ad blocker installed. Eeep.) This is largely because content feels more natural to digest as they scroll down the social feed, or as they move across a web page. Content is cheap to produce- even if you are writing pieces on a small scale, they can be recycled on a monthly or bi-monthly basis.
Top tip: Use analytics to track and gauge results, so you know what kind of content is working for you.
Video is developing at rocket speed, with the likes of Instagram Live and Facebook Live stealing the hearts of viewers from every other multimedia platform. Last year’s YouTube fans are probably sitting at home glued to Instagram Live, and next year, who knows? Live video has that exclusive feel about it, giving customers a nudge that they’ll watch the content and never be able to watch it again. The marketing world has coined it disposable content. Aside from live video being completely free to use, it requires minimal time and effort to produce.
Top tip: Listen to new trends in digital marketing. Free or low-cost tools pop up all the time, many of which can be used to leverage customers or boost online presence.