As we get ready for the new year, it is time to reflect on what went well in 2021, as well as focus on what can be improved. This will insure that the next holiday season will be the most profitable yet for your business.
Reflect on last year
This is a great time to compare your sales volume for the year, and compare your most profitable months to the previous years. We are still in the middle of a pandemic, and your success is tied to how quickly you were able to adapt to changing customer behaviors.
Is your website looking fresh and features frequently updated content for your customers? Remember that Google and other search engines rank web pages, not entire websites, so each page has a chance of ranking. For that, it needs to offer useful answers to the questions your audience is looking for. If you have pieces of evergreen content ( that are still useful for your readers), check the articles and make sure you update them with new details.
Identify any weak points in your online presence
Is your tech stack updated and working well? Your website needs to load fast and be secure to establish trust. For that, ensure that your website has regular maintenance. It is always wiser (and more economical) to invest in regular maintenance than to wait until the website breaks. If your website uses a theme, plugins or extensions, they all need to be frequently updated to avoid security liabilities which could be exploited.
Make it easy for your customers to find you
Almost 30% of the world’s population are buying online: almost 2.14 billion in 2021
The habits of consumers has changed drastically during the pandemic, and that trend is continuing to grow. People discovered that online shopping is safer and more convenient. At the same time, a website visitor expects a website to lead fast and to offer a quick and easy to navigate way to shop.
The latest trend that is going to become more and more important in the next year is Omni-channel e-commerce. Customers usually need to see the same product or service at least 7 times before buying. Your prospect is unlikely to return to your website 7 times in a row to see the same product ( unless they are really interested in it, but need to do more research.)
Try the omni-channel approach
However, it would be easier for them to see your product in other locations as well. This is the principle behind omni-channel shopping. In addition to your e-commerce website, which is your starting point, you need to have your product catalog searchable on Instagram, Pinterest and Google. In fact, social media platforms are quickly turning into e-commerce platforms in their own right. Shopify just started a new shopping integration with TikTok, which is a strong sign of this growing trend.
Are you thinking that you are personally not interested in shopping while scrolling on social media? That may be the case, but your customers are actively seeking solutions for their problems on and off social media.
81% of people tap of shoppable posts on Instagram to research products.
Keep in mind your customer journey map
Imagine this scenario: your potential client starts scrolling on Instagram. They check updates from friends, remember they need help with a problem they have, and research a few products, maybe click on them (if your posts are interesting, they may make it to your website). They then close the app, go to Pinterest to search answers to the same question. If your products are on Pinterest as well, and your pins have the right keywords, the client will see your products again. The client then goes to Google, this time more determined to buy after all the research they did. They search for their question, and this time again, your products appear in the search results. The client remembers they already saw your products and liked them, so they decide to check them out again.
Eventually, the client makes their decision and buys the product. This process could happen faster or slower, depending on the details of your product or service. The higher the cost of the investment in your offer, the more number of times will be needed for the buying decision to be made. Remember that the final purchasing decision is actually made emotionally, and it is then justified by logic or other reasons.
Key points to remember
Your website is the starting point of your marketing strategy. Make sure it is working well and it is easy to use.
Have a clear marketing strategy that includes touch points at all stages of your customer journey map.
Try the omni-channel approach to capture more of your audience’s attention.
Partner with experts who can help you provide the best user experience.
Please share this with your favorite entrepreneur who would benefit from this article. Have you started implementing your omni-channel approach? Let us know in the comments below.
Do you need help with your website or marketing strategy?