In order to succeed in business, it’s necessary to always innovate, whether it’s to implement a new program, software solution, or web design. After all, marketing trends are always changing, and to remain stagnant is to court disaster.
If you regularly evaluate your site from a customer’s perspective, hire secret shoppers (or do your own) to assess your e-commerce site, you may never have any issues. Or if you do, you can catch it early and fix it. If you don’t do this regularly, however, you may find almost everything from broken links and typos to images that go nowhere.
It’s therefore important to keep your digital marketing strategy in the right track by always checking in with your assets and systems at least every three months and conducting a thorough test.
Check if anything can be improved, streamlined, or updated. Keep in mind that even a small change can make a huge difference.
In that regard, here are some of the best practices in digital marketing strategy that you should implement in your online business.
1. Streamline your checkout page
Regularly optimize your checkout page to ensure last-minute conversions. Don’t require additional steps that may turn customers away; save them some time and allow them to check out when they want to without having to sign up for an account.
To allay buyer’s remorse and convince those on the fence, include some testimonials on the checkout page. A lot of e-commerce sites don’t bother with their checkout page, which is a pity. When you take the time to streamline it, you will see your company’s growth and sales soar dramatically.
2. Make use of evergreen content
Evergreen content is always best, as it can be promoted anywhere and anytime regardless of season.
You might think your customers will get tired of it, but the fact is that your prospects and existing clients probably haven’t seen it. What may be uninspired to you could be interesting or exciting to them and make a huge difference on your ROI.
Create more evergreen content especially if your campaigns are seasonal. It will save you time and help build your brand recognition with your customers.
3. Assess your landing pages and search ads
It’s critical to assess your landing pages and search ads for consistency. Look at the design, the color scheme, and the kinds of promotions offered, among others. This is especially crucial if multiple individuals work on them.
Small mistakes in these can cost you a lot of money, or worst, customers.
4. Strategize on how to retain your customers
In most cases, customer service isn’t viewed as a marketing element, but smart companies or small business owners know the sales funnel is not complete until they have secured repeat business and referrals.
A simple 2% increase in your customer retention can reduce your costs by as much as 10%, so don’t forget the importance of customer service when you are discussing small digital marketing hacks and increasing ROI.
5. Optimize prices
If you price once and forget about it completely, you are leaving huge amounts of money untold on the table. Several businesses often focus on getting customers and leads, but when it comes to pricing, they fall off the cliff.
It’s very important to implement a pricing process and review it regularly, and most importantly, quantify your buyer personas to optimize your pricing.
You don’t need a great team and web design (though it does help) to improve your marketing strategy. Instead, implement these small digital marketing strategy hacks and then watch your company’s growth, sales, and customer satisfaction soar.
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Originally published at www.bookmark.com on September 26, 2016.