The internet has changed nearly every aspect of our lives over the last 20 years. It’s changed the way we do business, the way we connect with friends and family, and even the way we communicate with others.
One of the biggest things it has changed is the way we shop. There was a time not that long ago when almost all purchases were made in a store in person. That’s no longer the case.
Today, one out of every four purchases is made online. That number will likely only increase in the future. Even if the sale isn’t happening online, in most cases the leadup to the purchase is. Consumers often do their research online before making a purchase. That’s especially true for larger purchases.
If you’re not using digital marketing as part of your retail marketing strategy, you could be missing out on a big opportunity. Below are a few ways you can market your retail products. From email to social media to even Google display advertising companies, you have many options available. Below are a few of the most effective.
Email may seem like a thing of the past, but it’s actually one of the most effective ways to reach potential customers. In fact, in a recent study, email was found to generate $36 in return for every $1 spent.
Email is so effective because it allows you to customize your message for people based on their interests, their demographics, and even their past purchasing history. That means you can target your message specifically to what will gain their interest.
Email is also effective because you can get very detailed analytics about the performance of a message. You can see how many people opened it, clicked on links, added items to carts, and much more.
You can also create separate email campaigns for different objectives. For instance, someone who signs up for an online coupon may get one chain of emails. A person who added something to their cart but didn’t complete the purchase may get a completely different chain.
These emails can drive sales and website visits. As your email list grows, so too will your return from your email marketing.
Social media has become a huge part of our daily lives. Whether you’re a user of Facebook, Instagram, Twitter, or even Tik Tok, it’s likely that you use some kind of social platform to connect with friends and family.
Millions of people use social media everyday, and that includes your potential customers. There are two ways to build an audience on social media.
The first is organic. This happens when people follow your page because they like your content. They may think your posts are funny or helpful. Or they may simply be a fan of your products. It takes time to build a large organic following on social media, but it can be highly effective and profitable once you do.
The other method is through paid social. This means you are creating posts and ads and then paying the social platform to promote it to people, whether they follow your page or not. This is a quick way to get your content in front of more people, and it can drive website visits and sales. However, it is obviously more costly because you are paying for the ads.
Have you ever researched a product online and then started to see ads for the product on every website you visit? That’s not a coincidence. That’s display advertising through Google.
You can create ads for Google and then pay for Google to display them to potential customers. For example, if someone searches for a product within your industry, their search history is saved by Google for a limited amount of time. Google then displays your ad to them, which may make them revisit their thoughts about the product and make a purchase from you.
Display advertising is so effective because it targets people who have already expressed interest in your product. It can be expensive, but the return can be huge, especially if done right. You may want to work with a company that specializes in display ads so they can guide your strategy.
If your business is in retail today, digital marketing is a critical piece of the strategy. It’s a highly effective way to reach thousands, and potentially millions, of buyers. If you’re not marketing your business online, now is the time to start.