Look at your demographics
Does your target audience match up with the audience currently visiting your website? Hopefully yes, otherwise you’ll need to conduct some research on how to change your online offering to better suit the people you want to attract (or amend your target audience). With platforms such as Instagram rolling out shopping options, it may be that your target audience is looking for your products outside of your website. COVID-19 saw many brands successfully turning to innovation across their digital channels, with bricks-and-mortar stores taking a backseat. In fact, of the 58% of businesses who increased digital spending over the course of the pandemic, more than a third (36%) say their revenues have grown as a result. Around a fifth (19%) also report a boost in margins/profits since investing in digital.
While it’s straightforward enough to sell your product on your own website, for some sectors this may not be the first place customers think of looking. For example, for sectors such as health and beauty, customers may first think of searching for products similar to your offering on drugstore websites. This can be for a number of reasons; the drugstore offers reward points, is more of a household name and therefore already holds the customer’s trust, the drugstore offers a faster shipping option, etc. Whatever the reason, you need to ensure that your products are not only available on the platforms of these drugstores but are being promoted so that they appear as the top offering in the sector. Take a look at how many of your customers are visiting your website directly, versus how many sales you make from other places selling your product. You may want to change up your strategy based on these demographics.
If you aren’t offering your product on other websites, your customer will be able to find out more about your brand if you target them with ads on the platforms they use. Younger people aged between 16 and 24 are more likely to be following influencerson social media platforms. If you’re targeting these customers, it may be a more effective strategy to hire influencers to advertise your products than traditional digital ads on Google. If your customers aren’t following these influencers, you’ll be wasting your advertising spend if you use them.
As mentioned in the previous section, a lot of digital marketing strategy relies on customer data to engage customers at different stages of their buying journey. However, older customers are less likely to be persuaded to give you their data. Research shows that around 40% of adults between 55 and 64 were concerned about brands holding their personal data. This drops with age, with 25- to 34-year-olds being the least concerned, but the percentage is still relatively high, at 30%. If you want older customers’ data, you’ll need to offer bigger incentives in order for these customers to feel that exchanging their data is worthwhile. It might also mean showing that data shared will result in a better, more individual experience online.