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Mobile marketing: Boost eCommerce conversions

Marianna Muscat - Tuesday, August 4, 2020
mobile marketing

Your mobile marketing strategy can go a long way in boosting the conversions that you get from your eCommerce activities. Here are four techniques that you can incorporate to ensure that your eCommerce conversions grow along with your business strategy. 

4 Mobile marketing techniques to boost mobile eCommerce conversions

1. Optimize the mobile experience

Mobile-first design should be your priority when tackling your eCommerce strategy. You need to ensure that everything on your eCommerce site is designed to be consumed on mobile devices. This includes the layout, images, and checkout process. All of these aspects need to be optimized for mobile so that your customers have an amazing experience when purchasing from your store. If you neglect to understand how important mobile-first design is, you’re going to add barriers to your buying experience, and you’ll lose sales. Think about things that disrupt the process, such as unnecessary pop-ups, intrusive ads, design issues, and slow load times.

You also need to keep in mind that while customers may initiate the purchase process on a mobile device, many people may cross over to another device or platform to finalize the process. You need to ensure that the cross over is seamless and that the user won’t need to start over when they switch to a new device. 

The key to optimizing the mobile experience? Testing! You need to test every phase of the process to ensure that the mobile experience doesn’t suffer from breakdowns along the way. Remember that testing includes user experience, not just the actual process, so ensure that the process works, but also that it is a pleasant experience for your customers. 

2. Follow up 

Conversion doesn’t stop at optimization of the process. It continues to post-sales support and engagement with customers. If you’ve made one sale, you can target the customer with special offers, or you can include a follow-up communication to show the customer that their support is valued. A great strategy to implement is to contact customers who have abandoned their carts. It can be a simple message that prompts the customer to reclaim their cart, or you can offer a small discount to entice the customer to conclude the sale. 

Creating a successful follow-up strategy is not as simple as programming an automatic email. It needs to be thoughtfully constructed to be enticing and exciting, but not annoying and desperate. If the prompts are intrusive, this may hurt your brand image and deter customers from wanting to purchase from you in the future. 

3. Target potential leaks 

When was the last time you checked your conversion funnel for leaks? Now is a great time to use your analytics tool of choice to see what’s really happening during the sales process.  

If you see multiple leaks in your conversion funnels, you need to target those areas to ensure that you retain the customers who are already interested in purchasing. A lot of leaks can be plugged with minor changes, but you need to prepare to experiment and investigate the leaks, so you’re sure the fixes will improve conversion rates. 

An excellent place to start is your terms of sale/ delivery. If you’re not upfront about your delivery costs, taxes, and production times, people may abandon their purchase at the last step because they are taken by surprise. 

4. Use urgency

If you place a limit on an offer, you can convert customers who are on the fence to complete the purchase. If you can successfully establish urgency, you’ll see an improvement in your conversion rates. This is because most people (even if only on a subconscious level) don’t like to feel like they are missing out on something. If you want to use a positive nudge, you can always include a limited-time discount or special incentive to conclude a purchase. 

Do you want to learn more about mobile app marketing, mobile marketing services, and mobile content marketing? Visit our website for mobile marketing advice from WSI New Media Marketing in Greensboro, North Carolina.

Writing meta descriptions to boost SEO marketing

Marianna Muscat - Monday, July 13, 2020
SEO

There’s more to SEO marketing than choosing the right keywords. You should never underestimate the importance of meta descriptions. Those 150 characters are an essential part of optimizing your pages for Google. While the actual text in meta descriptions doesn’t factor into Google’s ranking algorithms, it’s still important because it helps to convince people to click on your search results. The more clicks you get in this way, the better your organic click-through-rate (CTR) will be – and this could lead to indirect improvements in your rankings.

So what is the secret to a good meta description? Here is a step-by-step guide. 

Be careful with the tone

The tone of the description must be straightforward and conversation while still being in line with your brand voice. This may seem like a delicate balancing act, but there’s no need to overthink it. The important thing is to encapsulate the essence of the page content in a simple and attractive way.

Include your primary keyword

This is a fun challenge for a copywriter: to include the primary keyword and a natural way that makes sense to the description. It’s vital to include the keyword in your description, as well as your meta title.

Include a call to action

Finish off your description with a tangible call to action for the reader. “Find out more…” or “Learn more here,” for example. A basic description of the content might be enough to attract a click but often, readers need that definite nudge.

Write in active voice

Passive voice has its place, but it should be a no-no in most marketing writing, especially in a meta-description, which is meant to be short, sharp and direct. So always stick to active voice.

Make sure the description matches the content

Don’t try to trick the reader into clicking with a description that doesn’t actually fit the content. Let your description be an accurate reflection of your page’s content. 

Remember that Google might cut you short

Although the maximum length for meta descriptions is 150 characters, only the first 120 characters usually get displayed in the search results. This means you need to be sure to get your main message across before that cut-off. 

Give each page a unique meta description

Don’t copy and paste one meta description across various pages. Each and every one of your pages must have its own meta description.

WSI New Media Marketing is a proud member of the global WSI digital marketing family. Contact us and see what we can do for your brand. As a leading digital marketing agency, we specialize in effective social media marketing, pay-per-click advertising, mobile content marketing, and SEO marketing. Contact us for more information.

Essential Online Marketing Tips to Boost Your Retail Strategy This Festive Season

Ken Bowden - Saturday, November 3, 2018
ecommerce 101

ecommerce 101

In the peak season leading up to Christmas, your SEO marketing and digital strategies become even more important. To make the most out of the spending frenzy, here are a few essential online marketing tips to boost your retail strategy:

Remarketing Is Key

Remarketing is an indispensable technique for retailers during the festive season. The retargeted customer spends close to 50% more than the average customer does during the peak spending season and retailers see an average increase of over 21% on peak days such as Cyber Monday. Some tips to optimize your remarketing strategy include:

  • Optimizing the copy in your ads, graphics, and calls-to-action in line with the big spending days, promotions or sales that you are offering. Encourage direct response through compelling copy.
  • Drill down into segmented audiences and avoid retargeting shoppers with product categories that they have already bought. For personalization to work, you need to make sure you are displaying products that they would want to buy, not things that they already own.
  • Create long tail campaigns by using your peak database to cross and up-sell after Christmas. Many people will be looking for great offers during January when many retailers have big sales. You can use this as an opportunity to remarket products that customers showed interest in during the festive season.
  • Retarget customers who have added items into your website’s shopping cart with personalized reminders, delivery deals and extra discounts.
  • Re-engage customers who have bought products or have taken up special discounts and deals during the festive season. Offer them new, even more compelling deals.

For effective social media marketing during the festive season, make use of social media automation tools such as Hootsuite. That way, you can schedule your content, promotions, and sales content in advance. Research the peak times on the different social media platforms to get your time scheduling right, but do not schedule all your content in advance. You need to be able to respond to customer feedback in real time and advertise relevant promotions on the fly, so be sure you have a social media manager who is keeping track of your social engagements during this time.

WSI New Media Marketing is a digital marketing agency in Greensboro, North Carolina, specializing in SEO marketing, pay per click advertising, and mobile content marketing. Contact us to help you boost your retail strategy this festive season.

5 tips to increase customer engagement on your mobile app

Ken Bowden - Monday, August 6, 2018
Customer-Engagement

Customer-Engagement

All companies with a mobile strategy deal with the same question every day: how to increase the use and engagement of their mobile app. The answer lies in creating more user touch points and being contextually relevant; which means providing specific content wherever the user is. Here are a few things that you can do to increase customer engagement with your mobile app.

  1. Offer something different

The mobile app market is hugely competitive and there are hundreds of thousands of apps out there. Be sure that you’re not launching something that has already been done (and if a similar app is already available on the market, make sure yours is better and offers much more value to users).

  1. Don’t have a spray and pray approach

What we often see is companies who are keen to take on users from any acquisition source without really understanding how this ‘spray and pray’ approach lacks sustainability. Understanding the cost of acquiring customers versus the value that they will offer further down the sales funnel is key to narrowing down your approach and attracting customers who will user your app.

  1. Offer something extra

A typical app will include things like exclusive offers, location and product information, and an event calendar. Having an in-depth understanding of what your customers’ pain points are can help you determine what else you can offer on your app that will really meet their needs.

  1. Connect with your users on different platforms

Many times, people download an app and use it only once or twice (or not at all) before deleting it. A good way to stay top of mind with users is to connect with them on a variety of platforms. Create a solid social media marketing strategy and make sure you are sharing quality and relevant content on these platforms. You should also make sure that you are responding to queries and comments on these platforms in a timely manner.

  1. Request feedback

Another way to increase engagement with your app is to ask customers what they like about, what they don’t like, what other apps they are using, where they spend their time online and what type of content they are interested in. The better you understand your target audience, the easier it will be to create buyer personas and a winning digital marketing strategy that not only boosts engagement with your mobile app but also your brand awareness and bottom line.

WSI New Media Marketing is a digital marketing agency in Greensboro, North Carolina.  If you need help with mobile content marketing, mobile app marketing or any other digital marketing service, contact us today.

What does Google think of your website?

Ken Bowden - Monday, July 23, 2018
Google-Ranking

Google-Ranking

The internet is full of spammy websites and websites that don’t really add value to the web. Consider how often you hop onto Google to find information about something you’re interested in and click on something in the search results that seems relevant only to be taken to a website that doesn’t say anything worthwhile or is completely off the mark.

Many times, a Google that ranks on the first page of search results but doesn’t offer valuable information got there due to ‘black hat SEO practices’. This means that the website is currently succeeding at finding loopholes in Google’s search algorithms and ranking high due to using the right keywords in the right places and having a link building strategy that helps them pass Google’s spam radars.

The bad news for these sites is that their time is limited. Google is very focused on providing a good user experience and they continuously update their algorithms to make sure users don’t get sent to websites that only offer low-quality information. But how do you know what Google thinks of your website specifically?

One way to see what Google thinks of your site is by using the free keyword tool. This tool can show you what keywords the search engine associated with your website. If you use the tool, fill in your website’s URL in the section that says ‘website content’ and then ‘get keyword ideas’. Google will then show you the keywords that it believes represent your site as well as offer a list of suggested keywords.

While this can give you an idea of the keywords that Google associated with your site, it’s not a foolproof way of determining whether Google thinks you run a spammy site or not. Some of the tell-tale signs of a spammy site include the following:

  • Keyword stuffing: Well-placed and well thought out keywords in your meta title, meta description, alt text, URLs, and content can help search engines identify what your site is about, but don’t overdo it. If Google thinks you are overdoing the SEO and keyword stuffing, then they may be more likely to rank you as spammy.
  • No quality content: Spammy websites don’t have quality content that helps people. Whether you’re selling products or services, you need educational, high-quality content on your site so that people can read about what you have to offer.
  • Pages not found and broken links: Spam websites aren’t maintained and updated regularly. A red flag is many “Pages Not Found” messages and broken links on the site. Do regular housekeeping on your site so that your pages don’t lead to a bunch of dead ends.

Need help with your SEO, social media marketing or any other type of digital marketing initiative? WSI New Media Marketing can help you. Contact us for more information today.

How to increase downloads for your mobile app

Ken Bowden - Monday, February 5, 2018
Mobile marketing

Servicemaster

So you have invented an incredibly innovative and useful mobile application, partnered with mobile app developers to bring it to life, added it to the Google Play and Apple stores and published a link to the app along with announcement to your social media channels. After a few days, you see that only a handful of people have downloaded your app and nobody has left reviews. What’s missing?

Mobile app marketing is as much an art as it is a science. As a digital media company that specializes in mobile marketing, we’ve picked up a few helpful pointers to help clients who want to increase downloads for their mobile apps:

Descriptions and language

You may understand the purpose and features of your app, but you need to make sure this message comes across correctly when speaking to your target audience as well. Include a clear, lengthy description of your app in the stores and get the description translated into all the relevant languages as well. Be sure to include localized terms and languages. Instead of using Google Translate, hire a professional translator or look for one on Fiverr.com.

Power words

As always, you need to consider the Search Engine Optimization side of things. Use Google’s Adwords Keyword Tool to find relevant keywords and include these in your app description. Also check out the lateral keyword suggestions to include a few of those keywords as well.

Be clear about costs and permissions

A person who downloads your app will see the permissions that your app requires anyway, so make sure that you are upfront about the permissions of your app. If the app has a cost model, then also state which features are free and which ones are paid for in your app description.

Show people what your app is about

A video about how your app works is one of the key ways to increase downloads for your mobile app. Not only can you upload this to YouTube (and increase traffic to your app), but it shows people exactly how the app works and what it will do. Hire a professional video editing agency for this and consider hiring a voice over artist as well. Include subtitles and get these subtitles translated to the relevant languages.

New Media Marketing in Greensboro, North Carolina, specializes in mobile content marketing and mobile app marketing. If you want to increase downloads to your app, then get in touch with us today.

Is your brand ready for Black Friday and Cyber Monday?

Ken Bowden - Monday, November 6, 2017
seo-marketing

seo-marketing

The holiday season is just around the corner and Black Friday and Cyber Monday are huge events that every business should capitalize on. The sales figures from last year’s retailers show remarkable spikes in purchases.

In 2016, American and UK-based online retailers alike saw their traffic explode on Black Friday, with 220% more sessions than a normal day (according to research by econsultancy.com). Statistics by Techcrunch.com showed that despite significant discounts, Black Friday sales totalled $3.34-billion spent online (a 21.6% increase year over year). Fortune Magazine reported that Cyber Monday sales in 2016 broke records, reeling in $3.25-billion.

Instead of taking a back seat and watching your competitors make money, be proactive and consider the following ways to give your sales a massive boost:

Slash your prices

Consumers are used to being able to rake in mega savings on Black Friday and Cyber Monday, so make sure your products are also available at discounted prices. While a below-average price tag isn’t necessarily a great idea for a random promotion, you can move a lot of stock during this time of year so it’s worthwhile to jump on the bandwagon and offer lower prices than usual.

Come up with a freebie

Everyone loves to get something for nothing. If you have products that simply aren’t selling, consider adding them as an extra freebie upon a purchase. You could also consider offering free shipping if a certain number of products are purchased.

Service-based savings

If your business is service based or based on a subscription model, then you can also tap into the Black Friday and Cyber Monday frenzy. Offer a free trial of your software or a free consultation.

Run a competition

Competitions are a great way to boost engagement with your brand and increase your number of social media followers and newsletter subscribers. Host a contest that will excite both your existing and potential customers. If you can incorporate a social-sharing element, where people generate their own content and share it across their networks, even better!

Create comprehensive campaigns

A solid digital marketing strategy means that you have to hit a number of touchpoints. Instead of a single email blast, work with a social media or internet marketing expert to create a steady stream of content related to your Black Friday and Cyber Monday offerings. Your target audience should be seeing what you have to offer on their phones, social media feeds, on your website and in their inboxes.

You will need effective social media marketing and SEO marketing for your Black Friday and Cyber Monday initiatives, so contact WSI New Media Marketing in Greensboro, North Carolina for everything from Pay Per Click advertising and mobile content marketing today.

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