Back-To-School Digital Marketing Tips
While August is a time when many of us
are focused on managing the sweltering heat of summer, many businesses take
this time to focus on a strategy to capitalize off of America’s back-to-school
market.
Around this time of year, American
consumers tend to gear up for the school year by purchasing everything from
school and office supplies to electronic merchandise and fashion apparel.
With so many large corporations working
to win America’s favor, how can small businesses win the consumer’s attention
and ultimately land a sale at this time of year?
1.) Businesses should make sure their online presence reflects the needs of the consumer.
It’s no secret that e-commerce is among
the preferred methods which Americans tend to shop for and purchase
merchandise. When it comes to back-to-school shopping, many consumers may start
shopping for deals as early as June.
As part of their back-to-school marketing
strategy, businesses can start by taking a good look at their website and
asking themselves the following questions:
It may be a good idea to address any
deficiencies in these areas as soon as possible and prior to launching any
back-to-school campaigns.
2.) Utilize social media for targeting and retargeting
In conjunction with auditing and refining
their website, businesses should strive to improve customer engagement with
cross-platform social media targeting and retargeting.
Businesses can target audiences by social
media platform and tailor content to reflect trending topics, hashtags, and
events that may be of interest to their audience.
By utilizing the information provided by social media metrics, businesses can further retarget their content based on discovered attributes. Audience attributes can include important consumer demographic information:
Social media metrics will even allow
businesses to analyze what times to engage with their audience and through
which channels.
Some questions companies should ask
themselves include:
Businesses can use this time to cut out
the channels with poor conversions while doubling down on more effective ones.
3.) Businesses should utilize search patterns to maximize traffic and search results.
Consumers often utilize search engines
when researching information about a particular item or brand available on the
internet. This is why it is of the utmost importance that businesses are seen
first in the results of popular directories and review sites.
There are various ways for businesses to
reach the top of search rankings; however, they must start by understanding
their target audience’s patterns of behavior when searching online. Businesses
must understand what phrases or words their consumers are searching for while
browsing the internet. This type of information will not only aid with
strategic keyword planning, but it will also help to optimize copy for the
business’s website, blog, and landing pages.
Along with an effective advertising
strategy, back-to-school digital marketing may help build momentum for the fall
and winter seasons to come.
Is your business in need of marketing expertise? If so, call today at 844-821-2154 to learn more about how we can help!