COVID has sped up the digital age. In the first 6 months of 2020, people spent over $347 billion online with U.S. companies, up 30.1% for the same period in 2019, according to the latest Digital Commerce 360 analysis of U.S. Department of Commerce data.
Organizations that aren’t keeping up with the complexities of marketing often struggle with gaining their share of the market.
To tap into this surge of online growth, Marketing agency Luka Science says there are three things businesses can be doing : (I) produce audience driven content, (II) formalize content promotion and (III) remarket to those who engage with web content.
Produce Audience-Driven Content
With the extra time people have been spending at home, the internet has become overflooded with content. For instance, there are 500 million tweets sent out each day. That’s 6,000 tweets every second. For online businesses, this can present a problem: How can a business convert a customer in an overcrowded market?
To gain an edge, companies must use an audience driven approach to content production. Social media posts, email newsletters, and even web content should all be somewhat aligned with what the audience is interested in.
A great way to find out what an audience cares about is to Google or Youtube the topic of consideration. The top search results are a tell tale sign of what an audience cares about or searches for often. These topics can all be funneled into a content strategy for all online channels.
Experts can use social listening tools like Brandwatch or SEMRush to identify specific audience topics at a more granular level.
Formalize Content Promotion
Businesses can’t just expect their social media content to automatically bring in customers. Here are a few ways organizations can promote content: (I) collaboration, (II) offer value and (III) paid ads.
An organic way to promote content is through strategic collaboration. For instance, a women’s clothing company may start a blog series where they interview fashion bloggers. A car dealership may do joint social media posts with one of their patrons. There are endless ways to collaborate online with the people in a network or with potential customers.
Another great way to get content promoted is to offer value! For instance, retail accounts like David Modern offer a chance to win free canvas art just by following their account.
Remarket To Those Who Engage With Web Content
When people click an ad online, and then see it again on another website a few days later, that is retargeting.
Businesses must continue to compete for their customers’ attention span. A simple website visit isn’t enough to convince a buyer, so they depend on retargeting to give their customers a friendly nudge.
Organizations that are retargeting their web visitors are seeing greater return. Actually, 3 out of five potential online buyers recognize product ads they previously saw on other sites (eMarketer).
Visit LukaScience.com to learn more about audience retargeting and creating ads.