With a winning digital marketing strategy, the customer journey can be your main competitive advantage. By leveraging a suite of digital marketing tools, you can move customers through their consumer decision journey, and dazzle them at each touchpoint.
Here are 8 tools to swiftly move your customers from Awareness to Consideration to Conversion, and maximize your marketing budget to achieve bottom-line business goals:
An effective digital marketing strategy requires establishing brand awareness for your business. The goals for brand building are to seek out qualified prospects, continue to engage existing customers, and stay top of mind across the customer journey.
The use of audience generation tools – display advertising, paid social, and search engine marketing – enables brands to promote visibility to ideal consumer personas, build positive brand perceptions, and reach new customers.
Display advertising is a great way to drive traffic to your site and grow your brand awareness by reaching your target audiences as they browse the internet. Thanks to programmatic buying, you can now advertise by using high-performance targeting to reach your target audiences wherever they are online through banner, video, and native ads.
With programmatic advertising, you no longer blindly spend budget on mass media. Instead, you can effectively advertise the right message, to the right person, at the right time, and you can extend your reach at scale.
More on Display Ads: [Blog] Why People are Ignoring Your Display Ads
Paid social is used to build your online presence and develop a brand personality to facilitate connections with your audiences on Facebook, Instagram, LinkedIn, and other social networks.
Social media users actively engage with the content they see by liking, commenting, and sharing the posts they find relevant. For this reason, your ads on social media are effective in reaching your target audiences.
More on Paid Social [Vlog] 5 Mistakes to Avoid with Paid Social Advertising
Consumers today go online to research and find products, reviews, and services before doing anything else. Search Engine Marketing (SEM) is an effective performance marketing channel which can achieve high ROI. It allows you to reach your target audience as they are searching for your products on Google - or any other search engine - and are ready to convert.
SEM is the fastest way to get to the top of search engine results pages. You can instantly promote the visibility of your website by advertising within the sponsored listings of a search engine, and pay only when your ad is clicked.
More on Search Engine Marketing [Blog] Ask the Expert: Search Engine Marketing- What You Really Need to Know
Your job isn't done once prospective customers are on your site. The average eCommerce website sees a conversion rate of 2.86%. This means that 98% of your traffic abandons your site without making a purchase.
Also, with the growing consumer trend of comparison shopping, customers will be looking at competitors’ products and prices before buying. For consumers with an item in their shopping cart, the average cart abandonment rate is 67.91%, with a range between 60% to 80%.
The use of performance marketing tools – onsite engagement, email remarketing, and display retargeting – provide valuable touchpoints for re-engaging consumers to drive conversions, and increase sales revenues.
You can use an onsite engagement solution to gain your customer’s attention in real-time upon abandonment with branded, mobile-friendly, contextually relevant, and personalized messaging. Assistive features, including recommended products and browsing history, also help to engage customers. By treating each visitor as an individual, you can personalize the user experience, and guide them on their path to purchase.
More on Onsite Engagement [Blog] Best Practices for Onsite Engagement
Email remarketing re-engages your customers off-site, post abandonment. You can send personalized email reminders with rebuilt shopping carts with previous items. This solution can be triggered to deliver a series of reminders at cascaded intervals such as 1 hour, 24 hours, and 48 hours after abandonment.
More on Email Remarketing [Blog] Best Practices for Email Remarketing: Personalization
Display retargeting ensures that your brand stays top of mind, so you can convert your high-value customers when they are ready to buy. Retargeting ads are created based on your client’s interaction with your site. You can target users based on their specific interests and demonstrated intent to buy. By setting up different segmentation strategies to show relevant and personalized retargeting ads, you incentivize abandoning customers to come back and convert.
More on Display Retargeting [Blog] What is Retargeting? Tips for Ecommerce
The customer journey continues even after conversion. 65% of a company’s business comes from existing customers. They are a company's biggest asset so continuing to engage with them, and keeping them happy are top priorities. A repeat customer has a 60-70% of converting, and is 9x more likely to convert than a first time shopper.
A personalized shopping experience, attentive customer service, and good value will turn your shoppers into brand ambassadors. Loyal customers maximize your brand exposure, and feed your purchase funnel with new qualified traffic to your site.
The foundation of brand loyalty is a consistent and personalized user experience that delights customers across digital channels. 80% of consumers are likely to do business with a brand if they provide a personalized experience. Online customers willingly offer up kernels of personal data in exchange for a customized user experience that is aligned with their interests and behaviors.
Personalized messaging with onsite engagement, email remarketing, and retargeting ads provides effective tools for brands to stay on the consumer’s good side. With an ongoing commitment to provide a positive user experience, brands retain customers, and motivate loyal fans to evangelize their brand.
More on Consumer Engagement [Blog] Consumer Engagement Strategies to Foster Brand Loyalty
A good way to convert first time buyers into repeat customers is to incentivize them to purchase again. After purchase confirmation, offer them an incentive such as a discount on their next purchase or a free complementary product. If you want to get more in exchange for a discount, apply conditions for your promo code reveal. Ask your new customer to provide feedback on their online shopping experience, or have them sign-up for your promotional emails.
More on Customer Loyalty [Blog] Improving Customer Loyalty
Cybba drives performance. Our digital advertising and marketing technologies enable online businesses to exponentially increase revenue and lower cost of acquisition. The Cybba Performance Platform provides tools to optimize every stage of the customer journey. Cybba’s digital strategists are an extension of your marketing team. We use data-driven insights to help you acquire, engage, convert and retain your customers.
More on the Cybba Performance Platform [Datasheet] Cybba Performance Platform
For more information contact us at marketing@cybba.com
