The holidays are over, but that doesn’t mean your sales growth have to end. Did you capitalize on your Small Business Saturday sales? Meaning did you capture user data, review purchase behavior, retarget and create lookalike audiences? Ok, if that is taking you too fast, let’s start with the basics; here are a few things to consider during this “Get Money 2020” season:
- Personalize your Marketing Messages to Get Results. Running promotions during the holiday season is a great idea; all your competitors did it. What’s next? Make sure your follow up messages stand out and engage your core base of consumers. In my most recent video, “Make it Count”, I outlined the steps you need to take to begin collecting customer shopping data and behavior on your online platform. Use the insights from your customers’ behavior to create marketing messages to convince them to continue to shop with you. Geo-target your social media ads to your customers and potential customers near you. Create re-targeting search ads that show products that users have viewed but did not purchase – close the deal with a witty “Last Look” message. When emailing your promotions to your customers, make sure the messages are personalized; include their name in the subject line, give them discounts on products or accessories similar to what they’ve purchased previously – all of these methods have proven to significantly outperform blanket or mass messaging.
2. Leverage the influence of your customers social media reach to gain new customers. The authentic, old fashioned word of mouth referral still carries the most weight, and the power of social media allows you to take that to the next level. Why not launch a social media promotion to encourage customers to share their shopping experiences with you via social media and tag your profile? If you have a physical storefront, make shopping in your store an exciting Instagrammable event. Create a personalized Snapchat filter so customers can share the fun in their feed. Encourage your customers to tag your location and handle on Instagram for the opportunity to receive a gift or discount coupon for a later date. There’s nothing better than FOMO to drive physical and digital traffic to you. As you gain new followers across your social media profiles and your platforms, make sure you capture information to ensure they have an optimal shopping experience.
3. Data collected now can yield additional sales later. Once Black Friday, Small Business Saturday and Cyber Monday end, that does not mean your spike in sales have to end. One of the benefits of seasonal shopping is that you are able to collect more shopping data on new and established customers to enhance their experience with you moving forward. You can re-target your customers in your content marketing with products that interest them and drive results. Fine tune your social media calendars with content related to your best sellers and include photos from in store events to continue to drive digital and foot traffic.
If you are not utilizing any of these tactics, it’s not too late. Get your technology in place now to prepare for Valentine Day, Mother’s Day, Father’s Day shoppers (we’ve still got some good shopping holidays left 😉). There’s a sizable opportunity this spring and summer shopping season, if you maximize it, you could coast nicely into Back to School season 2020.