The next big thing is always just around the corner. Is your brand ready?
Seasonal trends have a big influence on consumer decisions and ecommerce. Ensure your brand is prepared to handle seasonal demands by understanding trends in user search and online behavior.
Leveraging data to build highly targeted and qualified campaigns can allow you to beat the heat of the competition and drive more sales.
Study Trends in Search
The success of seasonal campaigns relies strongly on timing. Understanding how users behave online and the patterns they develop in search can help your brand build its marketing strategy and drive conversions. Analyzing trends offer can offer the content users want at the right times. This in turn increases relevancy and engagement.
To start, leverage data from Google Trends around search terms pertinent to your campaigns to craft your launch strategy based on customer behavior.
Lets take the upcoming back-to-school rush as an example. Before you know it, the summer will have come and gone. The sounds of ice cream trucks and kids splashing in pools will be replaced with the ring of school bells. Is your brand ready to capitalize on the seasonal rush?
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This graph shows an increased demand for retailers and related content earlier in the season, starting to warm up around the end of June in 2013 and 2014. The seasonal demand drives users to plan ahead and start their search early in the year, months before school starts up. To stay competitive amongst the nearly 2 billion search results for “back to school,” your brand must be ready to deliver relevant and engaging content.
This is an example of growth in demand for search phrases related to “back to school” over the last few years.
For instance, over the last few years we see a declining trend in “textbooks” as digital alternatives become more popular. With this knowledge, you should then develop campaigns that utilize more profitable search terms, adjust resources and improve campaign strategies. These steps will help to drive ROI.
Construct your individual campaigns based on historical data from user search trends. By leveraging data to create campaign groups, you can develop more strategic plans to make the most of marketing budgets and generate more engagement.
To keep your competitive advantage amongst an overwhelming amount of brands, organic content and paid advertisements, brands must develop their strategies in advanced. Create and distribute your content at least 3 to 4 weeks before user demand spikes to generate exposure in organic search results. Optimize your delivery to niche audience segments with valuable content and targeted keyword phrases used by your target demographics.
For paid advertisements, leverage search data to create segmented campaigns based on user demand. Have your campaigns ready to scale budgets and testing as demand rises. By leveraging A/B testing you can closely monitor which campaigns generate the most conversions and what content, imagery and design features influence users to engage. For the best results, allocate landing pages with compatible paid search campaigns to provide additional testing and engagement opportunities.
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Create A+ Landing Pages
Quality landing pages that offer users clear value and direction are crucial to converting users with both paid and organic campaigns. They help simplify your offerings to focus on niche content relevant to campaigns and user interests. Send your paid search traffic to these pages with strong calls to actions and simplified user-experience that focuses on driving conversions.
By developing unique landing pages with specific content, you can monitor which focus drives the most ROI. Create multiple versions of your landing pages within each campaign to test different content, imagery and design elements for increased conversion rates.
Increase the organic visibility of your landing pages by including concise, keyword-rich content that appeals to users and search engines alike. Ensure that your content delivers a human feel to avoid lowering user engagement. Optimize your landing pages for search with relevant headers, tags and keywords unique to each page.Additional page exposure from paid advertising, social media and organic distribution can develop increased search visibility and authority.
To pervent search penalties, your landing page should be:
- Mobile friendly
- Have a responsive design
- Avoid keyword stuffing
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Track Data and Adjust
Analyzing the story your data tells will help to uncover both trends and audience behavior created by your campaigns. Check your data early and often to capitalize on the uncovered opportunities. This will avoid any destructive obstacles that may affect ROI. Closely watch metrics that identify the success of campaign elements such as on-page traffic, impressions, clicks and cost of conversion. By understanding how much it takes do drive a sale, you can adjust paid advertising resources to keep marketing tactics profitable.
It is important to be attentive of your landing page engagement in order to identify on-page features that increase conversins. Leverage website analytics, A/B testing and click-tracking tools, like Crazy Egg, to construct a visual heat map of where users are most engaged across your pages. Analyze this data to improve the effectiveness of landing pages and create better content that boosts online visibility.
Image via Crazy Egg
By studying user trends and behaviors, you can build more successful campaigns that capitalize on seasonal trends. Leverage tools and reporting data to construct an image of your unique audience segments and ensure your team is prepared for the next big trend. By creating your campaign strategy in advanced, your brand can position itself as a visible and engaging competitor across all digital channels.