How to Increase Your Conversion Rates
- digi tact
- Feb 4, 2022
- 5 min read
Multi-channel marketing is not just an effective strategy for reaching a larger audience; it has also been shown to increase conversion rates.
1. Establish Multiple Points of Contact to Direct Consumers to the Sale
To begin, research suggest that it takes between six and eight interactions with a company before a customer makes a purchase.
If you cover multiple surfaces rather than just one or two, you're more likely to make each of these touches quickly and correctly.
When a consumer is exposed to a brand several times, they are more likely to make a purchase since they feel familiar with the brand.
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Individuals who viewed messaging across multiple channels were more likely to purchase.
How to Create Multiple Points of Contact
40% of individuals online nowadays initiate a customer journey on one connected device and complete it on another.
While purchasing is no longer a linear process, it does imply that businesses must account for the reality that potential consumers may approach your brand from a variety of angles.
This article will demonstrate how to design an effective multichannel marketing campaign with several touchpoints.
• Identify points of contact with customers
To begin, determine where your customers typically shop and how they find you. This can be accomplished through your website, social media platforms such as Facebook and Instagram, billboards, or any other kind of marketing you employ.
Consider the following five distinct stages of the client purchasing cycle:
– Consciousness
- Exploration
– Acquisition
- Making use of the item or service
— Post-purchase customer retention
Where do the most popular channels you've identified fit into these categories? For instance, do clients learn about you through Facebook ads during the awareness stage, but make the purchase choice on your website?
• Select the most efficient channels
Dispersing your campaigns across an excessive number of channels can be counterproductive. Rather than that, it is preferable to dedicate one or two channels to each stage of the client experience.
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• Develop a unified campaign
While each channel will require a unique type of action, this does not imply you should conduct separate campaigns on each of those platforms. Rather than that, you want to construct an umbrella campaign that spans all of your selected touchpoints and establishes a unified path to the sale.
Consider the image above, which featured a series of Facebook ads directed at an email list, as well as an email marketing component to the campaign. Together, these two channels generated more sales than if they ran separate campaigns.
2. Simplify Your Strategy to Ensure It Is Consistent With Consumer Needs
This is not to say that you must be on every channel. Rather than that, you need to integrate many channels, making it simple for clients to transition from one to the next.
When consumers come across your brand on their preferred channel, they will click the "purchase" button. This also applies to other types of conversions.
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How to Efficiently Execute Your Strategy
As an example, suppose "contacting us" is a call to action you want consumers to take. You want to ensure that they always have a choice if they don't like the one you supply.
In that case, you should provide them with a live chat option, as well as a phone number and an email address, so they may select the method that is most convenient for them.
Streamlining your strategy also entails making it simple for consumers to switch between channels in order to choose the one that best meets their needs at the time.
3. Socialize with Your Prospective Customers for a 500% Increase in ROI
By distributing your brand over several channels, you may reach a broader audience – consumers who use Facebook may not use Twitter and vice versa, thus multi-channel marketing effectively exposes you to a larger network.
However, meeting consumers where they congregate is simply the beginning.
Additionally, you want to ensure that you're giving them with material and touchpoints in a media they enjoy.
According to study, firms that combine display, mobile, social, and video marketing can increase their advertising ROI by up to 500 percent.
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How to Socialize with Prospective Customers
Here, you want to initiate a discussion with your potential clients and develop relationships with them in order to learn about their favourite hangout spots and preferred mediums of consumption.
Speak with prior customers, examine data from your website to see who is visiting and from where they are coming, and don't be afraid to solicit feedback.
When developing a multi-channel marketing plan, avoid the temptation to use the same media across all channels. Determine which content performs well on certain platforms and which users congregate on which platforms, and incorporate this information into your plan. For instance:
About 60% of Snapchat's user base is under the age of 25.
Why Twitter is an excellent platform for giving real-time customer support.
• On LinkedIn, whitepapers and case studies perform well.
Once you've identified the main channels where your audience congregates and the kind of content they consume on those channels, you can construct multi-channel marketing campaigns around them.
4. Connect with the Right People at the Right Time to Increase Sales by 27%
Because consumers have greater control over their spending than ever before, it's nearly impossible for marketers to coerce them into making a purchase. Rather than that, the consumer must feel as though they are making the choice, which is why it is critical to be present at the proper time.
Let us take a moment to discuss customization.
Personalization has grown in popularity as a marketing strategy in the eCommerce world in recent years. Consider Amazon, which tailors its recommendations to individual customers based on recent purchases.
Or consider retargeting, which allows marketers to re-advertise things that a consumer has expressed interest in on their social media feeds.
Giving consumers what they want, when they want it, is a critical component of multi-channel marketing's success, and marketers who personalise the consumer web experience see an average increase in sales of 19 percent.
The fact is that multichannel marketing is concerned with the entire sales funnel.
Because the consumer trip is fragmented these days, moving between devices and channels, creating a fluid path that deviates between a variety of various platforms functions as a thread that prevents the journey from disintegrating entirely.
However, there are hard numbers associated with that as well. Personalization increases conversions by more than 27% for marketers.
How to Communicate with the Correct Audience at the Appropriate Time
We already discussed the customer journey and the various stages of the buying cycle. This serves as the foundation for your multi-channel marketing plan, and it allows you to:
• Determine the customer's level of investment at each stage of the cycle and tailor each step to their degree of investment.
• Develop material for a variety of channels that is tailored to each stage of the cycle (e.g. social media and blog content for awareness, case study videos for the consideration stage, and an email marketing campaign for customer retention)
5. Utilize Mobile Marketing to Connect with Active, Local Buyers
It's safe to say that the mobile revolution has arrived, with the majority of shoppers preferring to shop via mobile apps rather than in-store or on desktop.
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