Valentine’s Day is one of the most popular days celebrated around the world. However, the global pandemic has brought ongoing challenges changing our ways of giving presents to our beloved ones.
Each year, the average consumer spends about $136.57 on gifts and tokens of affection for Valentine’s day. That number is expected to rise in the near future. Many retailers are hoping for lucrative sales leading up to this holiday as many shoppers will still be online this year thanks to the Covid-19. Are you prepared to stand out from competitors and attract their attention? Having a Facebook page and a digital storefront is not enough to get buyers into your store. It takes some extra effort to go digital but if you do it right, potential customers will not only be able to find you but also choose to connect with your brand and return to you again and again. It’s never too late to boost the digital marketing efforts that will win buyers and benefit you long after the holidays.
Our web experts have come up with some strategies to get you started:
1. Capture customers with retargeting
Did you know that 97% of visitors leave websites without purchasing? These users represent wasted opportunities unless you can bring them back. And you still can! — through strategic retargeting campaigns. Retargeting works to persuade shoppers who have visited your site to reconsider and improves the chance of them keeping you in mind when they’re ready to make a purchase. It’s estimated that shoppers may need to visit a site five to eight times before they are willing to engage. This means even if retargeting doesn’t result in an immediate purchase, it keeps visitors coming back. Consider using retargeting ads that showcase best-selling products or new collections this Valentine’s day. By showcasing your best work, you have a chance to present yourself in the best possible light.
2. Entice customers one last time
Pop-up ads are often effective to get customers’ attention and get them to buy something and provide their email addresses. Being interrupted by a pop-up is annoying for most people, especially when it hits immediately after you land on a website.
Why not instead add an exit interstitial ad to your landing page? An exit interstitial is an ad that appears only after a visitor tries to leave a site. It’s your opportunity to grab them before they leave. Make impactful and persuasive strategies this Valentine’s day by offering a discount or offer to help through a free online consultation.
3. Go digital
Your print media materials are great content for digital work, too. Augment your advertising to make it digital by adding slogans and visuals to your site, online ads and social media posts. You can also add a QR code that enables viewers to interact and easily get them informed. QR codes can work somewhat like coupons if they send viewers directly to a page on your website that offers information about your products or, better yet, includes an offer or discount. QR codes don’t work as well if they simply send customers to your homepage and make them work to find product or contact information.
4. Build your email list
It’s getting increasingly more difficult to retarget customers, thanks to Apple and others moving away from traditional tracking cookies. Fortunately, they can take away your tracking but they can’t take away your relationships. Once you have earned a visitor’s email address, hold tight to it, as your email lists are everything.
Be sure to map customer email addresses to your lead generation or new customer journey through email. You can automate this or have a partner do it for you. Re-engaging your opt-in email list is one of the most cost-effective marketing tools available.
But email marketing is not all about sending out a few emails every now and then. Effective email marketing requires a clear strategy, analysing your data and, more importantly, quality content that will attract your target audience. If you need help optimising your email marketing campaigns, our web experts can help. Our email marketing services offer comprehensive solutions, helping you to develop, implement and manage your email strategy to ensure your business stays top-of-mind for potential and current customers in this upcoming Valentine’s day.
5. Build up excitement
Building up excitement on the internet will help you cut through the clamour on the internet and attract attention. Steal customers’ attention and interest through photos. Showcase your products and what you have to offer on your website, social media and local business listings like Google Business Profile (formerly GMB). Don’t forget to add these photos to your Top4’s Galleries feature. You should also include lifestyle and aspirational photos that reflect your brand and values.
Another way you can build up excitement we can think of is by incentivising customers with something of value beyond your mere products. For instance, provide a discount or a coupon with a specialised QR code or offer a chance to enter a contest. Whatever you choose to give, be sure you can offer it at scale. For maximum exposure, promote your offers across your social media accounts and, of course, your Top4 advert through the Promotions feature.
6. Prioritise mobile
Did you know that it’s estimated that half of web traffic comes from mobile devices? Chances are shoppers at very least browsing, if not completing purchases from their phones.
In addition to having a great design and functionality, make sure your website is optimised for mobile. Your photos and copy need to translate well to a smaller screen. What’s more, your content needs to be easy for visitors to navigate your site to get to what they want. Be sure to offer convenience by providing options to connect with a sales representative for one-on-one attention and making it quick and easy to purchase products.
7. Build a strong local presence
Although the internet transcends geographical boundaries, you should not dismiss the potential it has to build your local presence. You can expand your network in your service area and beyond by wisely investing time in ensuring your business ranks high in Google search. You can do this by optimising your Google Business Profile to make sure customers can find you if they are looking for what you are selling. Owning that space is the basis of your business. If you miss out, you’re giving away your fair share of the market to your competitors and failing to deliver to customers what they can’t buy online as well as losing the opportunity in this upcoming special day, Valentine’s day
8. Keep your customers engaged
According to the latest statistics, 68% of people are most engaged on their phones, whether it’s checking, writing and replying to text messages. This is why it’s important that your brand is among the texts they read. Text message marketing (SMS) is an effective way to stay connected with customers who have given you their phone numbers. It allows you to regularly engage and offer something of value, such as a time-sensitive discount from your products on this Valentine’s day. With open rates as high as 98 percent, SMS marketing is a highly effective digital marketing tool. You can do this by leveraging a customer messaging platform makes it easy to do.
Final takeaways
From fashion to luxury, food and leisure, Valentine’s day has successfully found itself a pocket in the retail and service economy on a global scale. In fact, spending is expected to reach approximately 22 billion dollars this year. Digital marketing definitely takes some extra effort but but if you do it right, potential customers will find you, connect with your brand and have them coming back for more. The 8 strategies listed above should help you to get started optimising your online presence for the coming Valentine’s day.
If you’re not sure how to do this, don’t worry. Let us take the stress out of digital marketing by taking care of it for you! Top4 Marketing is a full-service digital marketing agency with over twenty years of experience in the industry. That means we know the ins and outs of SEO, PPC and many other aspects of digital marketing to grow your business effectively. Hire our digital marketing company for only 1/3 cost of employing an inhouse digital marketing team. View our digital marketing pricings and packages or get in touch today to speak with a strategist about how we can help you.
Our skilled digital marketing strategists will create custom website that engages your readers, ranks your online shops at the top of search engine results and drives results for your business. Our digital marketing agency offers content including blog posts, guides, infographics, videos, website copy, case studies, email newsletters, slideshares, long-form content and more! Our digital marketing strategists include experienced copywriters, SEO experts, graphic designers, videographers, animators, content marketers, social media strategists, among others. Pairing content marketing strategy with other digital marketing strategies like search engine optimisation, social media marketing, email marketing and others will allow you to reach your most qualified customers with keyword-based content.
To find out how we can help you with your Website + Marketing, using our unique location marketing platform called Top4, get in touch today at www.top4marketing.com
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