Undoubtedly, the last several weeks have been some of the most challenging we’ve ever faced as a nation and franchise community. The good news is there’s light at the end of the tunnel – the pandemic is receding and discussions are well underway to begin winding back restrictions and reopening the economy in a staged approach over the next couple of weeks. This is obviously very welcomed news for all of us from both a personal and business perspective.
Through the unprecedented times we find ourselves in, there are unique opportunities out there to both help your business adapt and prepare for coming out of this situation stronger and more successful than ever. Read below to learn more about the tools you can use now to perfect your digital marketing campaign and expand your influence online.
Make Use of Analytics
When it comes to digital marketing, data is king. Analytics (from Google Analytics, Adobe Analytics, or other industry-specific brands) offer insight into your customers’ behavior that can be leveraged in a number of ways. If you’re not making use of this tool already, you’re doing your brand a disservice.
For example, you can utilize analytics to better understand which search engines people are using to get to your site. You can also determine the keywords that are producing the most hits, which can help you develop a more effective SEO strategy.
In addition, analytics can be used to find out how long customers stay on your page before clicking away, and which links they tend to follow on your site. And if you’re interested in the demographics of your customers, this tool can provide you with in-depth information about viewers’ locations.
Focus on Building Keyword-Specific Pages
While efficiency is critical in many aspects of your business, it’s not always the goal when building out your website. Rather than creating a single page for a category of products or services, take the time to build individual pages for local terms that include precise on-page optimization. This division of pages can help increase organic traffic to your site and offers more opportunities for you to create eye-catching content.
You can also build campaign-specific landing pages to minimize friction during the purchase journey. Unlike homepages, landing pages that have a clear message unburdened by distracting site navigation options tend to have a high conversion rate.
Embrace Social Media
While most of us are on some form of social media, not everyone feels quite social media savvy. When you think about putting your business on different social media platforms, you may hesitate for fear you’ll make a mistake.
However, social media is just too good of a tool to pass up. Not only is it relatively easy to use and inexpensive considering the broad audience it can reach, but it also makes it possible for you to engage with customers in a way that traditional marketing techniques simply can’t match.
With social media, the options are quite literally endless. It can be used:
- For anonymously getting an up-close look at your competitors in order to find ways to distinguish your brand from theirs.
- As a platform to request feedback from customers.
- To post minute-by-minute updates of store events, sales, and new inventory.
- To shine the spotlight on your hardworking employees, giving your audience the chance to make a more personal connection with your brand.
Stay Relevant with Retargeting
If a great first impression doesn’t do the trick, how about a second? With retargeting tools, you can continue to display ads to viewers even after they’ve left your site. Since retargeting can reach across multiple platforms, including social media feeds, blog posts, and different websites, viewers will be able to keep your brand in mind no matter where their internet travels take them. Finally, retargeting is the best way to keep your product or service in front of consumers’ eyes even when they aren’t actively seeking it out.