Studies show eCommerce is trending upward. Big Commerce reported 67% of Millennials and 56% of Gen X prefer to shop online rather than at a store. Both demographics also spend 50% more time shopping online each week (six hours) compared to Baby Boomers and Seniors (four hours). However, the older demographics are active online too. The site reported, “59% of Baby Boomers have shopped on marketplaces, 74% at large retailer sites, 42% on webstores or independent boutiques, and 39% at category-specific online stores.”
With these stats improving every day, what are you doing to enhance your online marketing efforts in 2018?
Step One: Find Out What You Don’t Know
Do you know as much as you think you do about your customers? You can’t be sure until you perform detailed market research – and you can’t make strategic marketing moves off a hunch. Setting up surveys and questionnaires are a great way to get started. Make sure you offer your customers an incentive for completing it. Here’s a few things to consider asking…
- Age: This is particularly important when creating targeted Facebook audiences. Yes, your products may appeal to many demographics, but which are actually buying.
- Location: This is important for location-based targeting on Google Ads or Facebook. Web Analytics tools, like Google Analytics can help here.
- Income: You need to know this point when looking at pricing of your products or services. While you won’t be able to identify exact income, as your customers probably won’t tell you, try asking annual house-hold incomes in relations to set income brackets, e.g. less than $50k, $50k to $100k, $100k to $150k, $150k or more.
- Job Title: This can also help determine income if you want to avoid that sticky question. This can also help you decide on the voice of your messaging and the branding design.
Step Two: Up Your Content Marketing
Be the expert in your field and get your customers coming to you – not only to buy, but to engage with your brand on a more informative level. This will help to strengthen brand loyalty and recognition. Content Marketing is also essential for SEO.
Content Marketing isn’t just blogging though. Webinars and event meet-ups are just as important, and can be excellent tools for selling your products or services.
Step Three: Stop Wasting Your Time
If your current marketing tactics aren’t working, stop now and find out what will work. Research the best marketing avenues for your industry, talk to experts and make a plan. There is a plethora of marketing data out there, so why not use it?