The holiday season is crazy for everyone, but it is BRUTAL for online retailers. Every year, online budgets get bigger and the stakes, and expected returns, get higher. In 2018, I had just signed a new, large e-commerce client (we’ll call them Client A) and, as a mildly competitive person, I wanted to knock it out of the park over the holidays. So, I got to work, reviewed all the data I had, talked to key stakeholders, developed hypotheses and formulated a plan of attack. The
With advertising, people tend to think that more is better: more impressions, more views, more keyword searches. But, as with most things, everything depends on what your goals are. If you are doing an awareness campaign, then yes, more [of the right] impressions are better. But if your goal is to drive sales (i.e. conversions), you likely need to get more focused with your ads to ensure the performance is there without crazy high ad costs. And, really, since online ad costs
With email, size isn’t everything. Let me say that again for the people in the back… your email list size doesn’t matter! Your engagement does. Take a look at the last campaign that you sent. Your deliverability rate should be over 97%. If it isn’t, it’s time to go through your email list and remove bounced and undeliverable contacts, and maybe even run a re-engagement campaign with inactive subscribers. While it might be painful to delete those contacts, it needs to be done.
Good creative and design is important, especially online. But not everyone can afford a graphic designer or has access to one in a time crunch. Enter Canva. As a one woman marketing team I’ve used Canva to create ads, social posts, blog images, and print collateral, and the possibilities are virtually endless. You can start with templates, or create from scratch with your own, use their fonts or upload your own—you get the picture. I’d recommend getting your fonts, brand colo
There are so many different options for promotions; BOGO, coupons, free shipping, free gift with purchase, event sales (like Memorial Day), membership specials, flash sales…the list goes on. Often, businesses will look to their competitors, or the industry overall, to see what seems to be working and, then, try to replicate it. This can be a good benchmark, but when it comes to delivering on what your customers want, it can miss the mark. You need to look at your own data and
The success of your business is built on the success of your relationships. Keeping in touch with customers via email is a proven, useful tool to build trust and credibility. But not all email communications add value, so how do you know if you are doing it “right”? Be relevant On average, a person receives 416 commercial email messages each month. What’s the difference between messages that get read versus those that get skimmed or simply sent directly to the trash? Relevant
You’ve likely heard the value of inbound marketing touted by the agencies you work with, blogs that you follow and conferences you attend. But what is inbound marketing and how do B2B marketers effectively use inbound methods to achieve their objectives? Read on to learn more about the inbound methodology and how you can take a few steps to begin incorporating inbound into your B2B marketing playbook. What is inbound marketing? The abundance of information accessible online h