Most ecommerce marketers focus on converting visitors to sales, but how do you effectively drive new visitors.
Your Marketing Funnel has 3 main stages:
When setting up an E-Commerce campaign most try to start right at the bottom — SALES! However, generating overall awareness of your site, your product, and your company is extremely important. It’s sort of like planting the seed to generate the sale. So, what IS Awareness advertising?
Not EVERYONE knows WHO you are – or WHERE to find you online!. Awareness advertising is ultimately getting in front of the right people that don’t know you yet. The strategy of awareness advertising is to increase the amount of people that know WHO you are, WHERE you are and WHAT you do.
Breaking through the loud noise of all other marketing and product options is hugely important. And targeting is key – you don’t want just anyone, right? You want your ideal customer to see your ad and click through to your online store.
So what are keys to reaching the right people?
- Be seen by AS MANY people as possible — REACH is the goal! When setting up campaigns be sure to make sure that reach and impressions remain your objectives (not sales).
- Targeting. Targeting. Targeting — You want your ideal customer shopping at your store. Geo-Targeting and demographics are key to finding this person but, also be sure to include any customer information you have as well. Customer lists and creating custom audiences will help you to narrow down your “broad” audience and ensure you are speaking to that ideal customer.
- LEARN — Learn from your results and your online store traffic and use it to your advantage. Retarget those people that visited, added something to their cart, purchased something, didn’t purchase something. Continue to optimize your audience and targeting to reach that ideal and then build upon it.
To read more tips and techniques from the staff at Engage121, please visit our blog here. For more information about our eCommerce Accelerator™ or to subscribe to our weekly digital marketing tips newsletter please sign-up here.
About the Author
Nicole is a Senior Digital Marketing Account Manager for Engage121, she works with many small local and online businesses managing their digital marketing efforts. Nicole’s enthusiasm for digital marketing is contagious and shows in the many successful campaigns she has managed over the years.