A recent survey revealed that 63% of online businesses struggle with generating leads and traffic for their website. The truth is, most of the leaders and marketers for these businesses were able to build a substantial following before they started having problems with these two pivotal pieces of the marketing puzzle.
Customers tend to leave brands if their marketing campaign loses relevance, becomes dull, or lacks substance. If you feel like you have a lifeless marketing campaign, don't worry. Today we are going to look at several tips you can use to revamp your strategy so you can continue generating leads, sales, and traffic for your small business.
Redefine your customer profiles
Customer personas are profiles that all businesses make when they offer various products or email campaigns. Essentially, these profiles are designed to help business owners and marketers understand the interests, pain points, and needs of the people that frequent their website.
The goal is to learn more about your customers so you can make smart marketing decisions and evolve your brand in a way that benefits your users. In order to build customer personas, you need to gather actionable data on your visitors.
We suggest analyzing your Google Analytics for common trends in both the demographics of your audience and their interactions on your website. Consumer behavior and personas go hand in hand. A customer that frequently reads your blog posts when they cover a specific topic is the same individual browsing your store and looking at similar products.
If you don't know what your customers need, you're going to have a hard time creating relevant marketing material. Not only will you struggle with on-site marketing, but you also lose opportunities to personalize your campaigns for frequent visitors and subscribers.
Use social proof
Social proof has been around long before the days of the internet. However, its impact on marketing has multiplied since the technological boom in the early 2000s. The term is used to describe the phenomena where people tend to make their purchasing decisions based on the reviews and feedback from other people.
For instance, if a friend tells you about a new product they purchased on Amazon, you're more likely to check out the item for yourself, and thus, more likely to become a customer. People tend to read reviews and respond to the feedback of other customers. Not adding social proof to your website can significantly impact the effectiveness of your marketing campaign.
When someone comes to your website, they expect to see other people reviewing and talking about your product. In fact, 97% of people read reviews before making a purchase. If you add reviews to your website, users don’t have to navigate to your website from somewhere else. They can read the review, and immediately add the item to their cart.
There are plenty of ways you can add social proof to your website. Aside from allowing customers to review your product on-site, you can also include testimonials on a separate page, or directly on your homepage. If someone lands on your website and immediately sees a testimonial from a well-known brand or person, they are instantly more likely to show interest in your company.
Don't forget to use social media to share positive customer mentions and reviews for your followers. A massive part of revamping your campaign is putting your business on display, and sharing social proof will help you gain more traffic and engagement.
Diversify your content
Do you post a weekly article to your blog and nothing else? If so, you're missing out on a huge marketing opportunity. Content is one of the cornerstones of a successful website. Consumers expect to see a wide range of content on your site, in email, and across social media. When you write one post and share it across all of your social media accounts every week, some people might begin to find your strategy stale.
A survey revealed that 43% of people want to see more videos from brands. You can upload videos to your YouTube channel, stream on Facebook, or repurpose your written content in a video format for those who prefer visual content.
There's something more interactive about creating videos when compared to traditional blog posts. Users can easily engage with your brand and other users in video content, making it an excellent way to build a dedicated following. Also, videos are more likely to get shared on social media platforms, which can help boost brand awareness. The more people looking at your content, the better chance you have at capturing new leads and showing consumers the products and services you have for sale.
Additionally, you can create lead magnets that offer new kinds of written and visual content. Infographics, ebooks, and detailed guides are all great ideas for lead magnets. Not only will you revitalize your campaign, but you can build your email list by getting people to opt into your email list to get this new content.
Segment your email list
Email marketing is, without a doubt, one of the best ways to revitalize your marketing campaign. Users join your email list for exclusive offers, content, and chances to interact with your business. Unfortunately, many companies send the same emails to all of their subscribers. As a result, marketers are missing a huge email marketing engagement and sales opportunities.
The best way to get more engagement with your email list is to segment your subscribers. You can separate your leads based on their personal preferences, behavior on your site, or even activity level when it comes to responding or opening your emails.
For example, let's say you run an online store that sells sporting goods. There's a good chance that you will want to segment your customers based on the kind of equipment they buy on your site. However, you can also segment your users based on the last time they read one of your emails or based on their preferences when they subscribed to your mailing list.
Segmentation gives you more opportunities for personalization, which is extremely helpful for revamping your marketing strategy. If you segment your users, you can increase your open rate by 14.31%, making this one tactic you can not afford to miss out on when designing your various campaigns.
Maintain your strategy
Perhaps the most important thing you need to remember when revamping your marketing strategy is consistency. There are plenty of people that spend their time crafting brand new campaigns that work well, but they give up after a week or month when they don't see the results they expect.
The truth is, all good marketing takes time to work effectively. You have to consistently create exciting content, encourage engagement with your followers, and look for opportunities to show social proof. Don't forget to regularly assess and update your customer personas for even more opportunities to reach your target audience.
As your business grows, you'll need to make changes to your campaigns to keep them fresh and exciting for new and existing customers. The more time you spend listening to what consumers expect from your brand, the better chance you have at creating a marketing strategy that leads to more sales, engagement, and website traffic.