When the Going Gets Tough: The Tough Get Marketing! Strategies for Successful Marketing in a Down Economy. Part I
Is your marketing strategy in line with the economic client? If you’ve turned on your television, surfed the Internet, or read a newspaper, you are fully aware of the tough economic times facing our country. Although we’re not economists, we are Internet marketing specialists. Even if we can’t solve the entire country’s money crisis, we can help your business cope with the current challenges that it faces. Below are recession-coping strategies that you can implement in your PPC campaigns today.
Strategy #1: Streamline your Ad Focus
We have shared this sort of tip before, but this time we want you to focus your ads to target price-conscious shoppers. Most online advertisers know that the best ads contain a CTA, or call to action, prompting the potential customer to click on the ad and cruise their site. Simply saying “Call Today!” or “Shop New Items” isn’t going to get you that click. Today’s online shoppers are looking for the best possible price and ads that promise good deals and great values. Boost your ad’s CTA with phrases like “Lowest Prices Ever”, “20% Off All Dresses” or “All Items on Sale Now” – these are sure to catch a bargain hunter’s eye and make your ad stand out among your competitors. If your product or service is a specialty that you can’t afford to mark down, try demonstrating the value by backing sales with “100% Customer Satisfaction” , “Free Shipping”, and “Money Back Guarantees”. These will make your potential customers feel secure with their purchase.
Strategy #2: Keywords that Pack a Punch
Search engine users are an exhausting bunch. Their search queries are always changing, meaning that you constantly have to adjust your keywords so your ads are shown. Whether you’re making updates for the holiday season or a mid-summer blowout sale, you know that keywords are the catalyst to profits. Although we’re over the holiday season rush, smart advertisers are considering the habits of today’s online shopper and adding “value” to their keywords. Words like “discount,” “clearance,” and “sale” are finding themselves mixed in with user search queries, for example: “discount dance shoes” or “diabetic supply sale.” Analyze your best performing keywords and experiment with various types of value-add words. Your bottom line will thank you.
Strategy #3: Capitalize on Top-Selling Products
Success comes during tough economic times when strategic streamlining efforts are combined with removal of excess. Online marketing follows the same principals. We tell our clients to periodically review their online marketing campaigns and conversion data to see which keywords prompted the most sales. Identifying these top performing keywords allows businesses to focus advertising dollars where they know profits will follow. Consider taking this strategy one step further. We know that online shoppers are looking for the best possible deals right now, and businesses can maximize on this mentality by cross-selling lesser performing items at deep discounts. Your customers will respond positively if you offer a 10% reduction on extra services, or if you combine sensible items such as free socks with shoe purchase or a free 8x10 portrait with additional poses purchased. Review your inventory and see what underperforming products or additional services you can cross-sell with your top-selling products to give your customers a real sense of value. Your shoppers will be inclined to make larger purchases than originally intended and your business profits will continue to grow.
