The marketing strategies they require creativity, knowledge of the reference market and of the company and, above all, a lot of time. It often happens that the strategy chosen for your e-commerce does not bring the desired results, despite the efforts.
In front of marketing strategies that do not perform as they should, what to do? Abandon them? Change them hoping they will work? Here are some useful tips to resolve the situation by choosing the best approach.
Why didn't the strategy work?
If the marketing strategies they are not doing well, there is definitely a problem within them. It may seem like a banal and obvious phrase, but it is not. Often in this sector there is the risk of attributing the blame for poor performance to external factors. Phrases like “it's a bad time” or “the clientele here is a bit different” are two classic examples.
Sure, the marketing strategies they are influenced by many factors, including the time of year and customer diversity. But if you want to grow your business, phrases like the ones mentioned above must be avoided like the plague. We must accept the fact that the strategies set up can and must be improved, regardless of the period and clientele.
So let's see how to deal with the problem.
Marketing strategies: the approach
Is the marketing strategy you are using to promote your e-commerce not working? Well, let's stop for a moment, the first thing to do is try to understand why. As we said, if people aren't pushed to buy, the strategy certainly presents problems. But which ones? How to understand where we are wrong?
Let's start by saying that no one knows your business better than you and, therefore, you are also the best person to understand what is wrong. Analyze your business, your customers and obviously your marketing strategy, you may find that you have done something wrong.
The marketing strategies they are very complex processes, but usually the problems that occur can be summarized in the list that we propose below.
The target audience
Is the audience not responding to your strategy the way you thought? Maybe you got the wrong audience. To understand if this is the case, there are two possible things to do:
- Broaden your target audience: Don't just focus on the customers you already have, but expand your strategy to include each potential customer.
- create your typical consumer: try to identify the characteristic traits of your customers, such as age, geographical area, gender, etc.
The two points are closely linked and both require the collection and monitoring of data from the public you come into contact with. In practice, you can, for example, advertise aimed at reaching as many people as possible. By collecting their characteristics and preferences, you will be able to understand which category of potential customer is most interested in the products you sell.
Later, with the data collected, you can create a typical customer profile on which to base yourself to reshape yours marketing strategies.
The contents
Attracting customers to your site is only the first part of an effective marketing strategy. But it becomes useless if when users visit the site they find nothing that interests them. If you have a lot of visitors but few conversions, this may be the case too.
In this sense, you must therefore pay particular attention to the content on the site. The ideal would be to insert new and interesting content on a regular basis (usually once a week). In this way, two results are obtained in one: on the one hand, users understand that the site constantly offers interesting news, on the other hand this activity is particularly appreciated by Google in optics SEO.
Attention! The key word here is INTERESTING. For it to be effective, what you publish on the site must be relevant to your business and must attract the curiosity of users who see it. How to do? If you are unable to write high-quality articles every week, it is best to turn to someone who does it for a living.
Notoriety
Perhaps your problem is that your company is not well known enough, the public tends to prefer brands and stores that they already know and trust. This trend, already present for physical stores, is amplified with regard to e-commerce.
Although the marketing strategies usually take this aspect into consideration, sometimes it is underestimated or is implemented only in the initial stages of the strategy. But we must never forget it, because we are never too well known.
There Coke, one of the best-selling products globally, still spends billions on advertising and sponsorship today. In fact, investing in advertising not only serves to increase your visibility, but also to remind your customers that you exist.
To get the maximum exposure possible, also remember to take advantage of multiple communication channels. Being seen not only on Google, but also on social networks such as Facebook, Instagram, Tik Tok, etc., greatly increases the chances of being known. Even in this case, however, a study is necessary to identify the most suitable channels for your type of business. It may be more beneficial for your business to advertise, for example, with printed flyers and brochures.
The patience
Our last tip is to not expect immediate results. All marketing strategies, even the most successful ones, take time to work. Continue to collect and monitor the results, make the necessary adjustments and be patient.
If you do not have the necessary tools or think you have not achieved the marketing strategy, the best solution is always to contact a team of industry experts who can advise and guide you in the implementation of ad hoc marketing strategies. For all the doubts and questions of the case, contact us. We will be able to provide you with assistance to create the right marketing strategy for you by your side.
