Have you ever wondered how to turn transactions into loyal customers? How do you secure customers to make multiple purchases and continuing to spend with you?
Customer loyalty is often neglected, despite it being valuable and highly rewarding for your business. Repeat purchases support ROI targets. Returning customers builds brand loyalty, trust, and new customers.
In PushON’s latest webinar, our Head of Marketing, Alex and Business Strategy Director, Simon discussed this topic. In case you missed it, or you want to learn more, we’ve provided some insightful information on this blog.
Digital Marketing Is In Our DNA
Believe it or not, but digital marketing is part of our DNA and 21st-century culture. We live and breathe the digital world, from searching the web for information to shopping online to finding local stores and staying connected with the world through social media.
The digital realm has evolved over the years and will continue to do so. Without the internet, where we would be today? How will we behave? How would businesses survive during the COVID-19 pandemic if the online world didn’t exist? How would you be able to monitor performance efficiently and understand who your returning and loyal customers are, and what demographic to target? The list goes on.
Digital marketing provides endless opportunities to reach out to customers through various channels, and these are just a selection.
Unfortunately, when it comes to business and marketing strategies, it’s not just about you and what you want. It’s about your customers and what they want.
Customers should be at the forefront of your business both online and offline, especially following the COVID-19 lockdown. Purchase behaviour has changed, and businesses need to readapt.
Understanding who your customers are, how they behave and their needs, will elevate how you position your brand online and achieving business KPI’s and ROI’s.
If you haven’t heard of the ‘See Think Do Care’ model, it’s something PushON regularly use as part of our digital marketing strategy and to educate our clients. It’s a fantastic way to incorporate a multi-channel marketing strategy into your business while understanding where your customers are in the buyer journey and how to turn them into loyal ones.
Below is an example of the See Think Do Care model and where the various marketing channels fit in.
GDPR – It’s Still With Us and It’s Not Going Anywhere
If you’re trading in the EU, you must consider GDPR. You must have a good and accountable reason to store someone’s data and to use that to contact them. If in doubt, ask permission.
Visitors to your website must have a choice whether to opt-in or not, as part of their data protection. We’re sure you’ve visited websites where you’ve had to accept a cookie – it’s hard to escape the pop-up banners at times.
The following resources provide more information on cookies.
The hardest part of marketing is getting that initial attention. Once someone has paid attention, treasure them. Once they move from SEE into THINK, you can help them into DO. And then there are so many ways you can CARE.
Nurturing and Remarketing
Once you have some data and some identifier, you can begin adding more meaning to your customers’ relationship with your brand.
Where does email marketing fit into the See Think Do Care model and can you use this channel to turn transactions into loyal customers?
Utilising your email database, we can engage with your converted customers to increase loyalty and retention.
Using Email and Pop-Ups
Have you received an email pop-up when browsing a website? They can happen at any time from when you first land on a website to browsing. For some, pop-ups can be annoying; however, if your exit pop-up does frustrate the occasional visitor, they were most likely to leave your website anyway. But what do you have to lose with trialling out a pop-up on your site? If you don’t try, you’ll never know.
Exit-intent® technology lets you make one more effort to convert visitors as they intending to leave your site. By detecting when someone is about to leave, you can show the visitor one final message (in a lightbox pop-up overlay) right at that pivotal moment.
We’ve all done it – adding items to our basket but not fulfilling the transaction. There are numerous reasons behind it, but it’s frustrating when you’re on the other end of it. We wouldn’t walk into a supermarket with a trolley full of items and abandon it at the tills, so why are consumers more inclined to do it online? Are there enough trust signals on the website for consumers to enter their card details? Have they found the items cheaper elsewhere? Has delivery cost and time swayed users to think twice? Have consumers merely changed their mind at the last minute? Were their issues with the site speed? Are consumers tired of filling in their details to sign-up to emails before making a purchase? Or did customers add the items to the basket to get the final purchase cost?
There are so many reasons why basket abandonment happens, but you need to understand why. You need to understand the customer journey from landing on the site to abandoning their basket. This is something PushON has experience in and our CRO (conversion rate optimisation) and UX (user experience) team can assist with.
“As many as 96% of all people visiting any site will leave before making a purchase.”
That’s a statistic you don’t want to hear about it. 96% of people leaving your website before making a purchase. While this figure is ridiculously high, there are various opportunities you can do to encourage them to revisit your website and make a purchase. This is where remarketing becomes your most valuable asset, and when it’s married to paid search, the world is your oyster.
Retargeting ad campaigns are an excellent way to connect with users who have already visited your site and tailor ad-copy to specific audience types to increase brand loyalty, as well as maximise returns.
No eCommerce digital marketing strategy is complete without paid media.
Our paid search team are experts in pulling together a bespoke blend of media to achieve your online marketing goals and take your business to the next level. We’re experienced in managing spend wastage, improving account efficiency, driving sales and traffic along with increasing account profitability.
Display advertising is an excellent way to generate brand awareness and encourage consumers to interact with your brand across Google, Bing, and Amazon.
As this platform is incredibly visual, your ad creative must be visually pleasing, as it can grab your target audience’s attention straight away. Our paid media experts can work with you to create eye-catching imagery and creative with our in-house design team to reflect your brand and have a clear call-to-action.
Programmatic allows us to use intelligent software to automate and streamline the buying process.
Targeting petametres allow us to find ad space wherever your selected audience is frequenting. This process can result in more cost-effective display campaigns while maintaining exposure to a defined audience.
With your help, we can target specific individuals using email data (GDPR compliant) across the search or display network.
Numerous advertisers create remarketing lists for search ads (RLSA) campaigns to tailor the ad copy to specific audience types. This also allows us to target broad or competitor keywords, as well as modify bids or ring-fenced budget.
Like traditional display network remarketing, dynamic remarketing goes a step further. It allows you to show ads to previous site visitors that contain specific products and services that they have previously viewed.
Paid Social Remarketing
Similar to other ad platforms, paid social remarketing allows you to target and tailor ad-copy to specific audience types. We believe it’s fundamental to incorporate this type of campaign within your paid social strategy to ensure your target audience have a customised journey with your brand, no matter how they’ve interacted with your brand.
Targeting and Modifiers
Create audiences based on their engagement with your site and their position in the journey.
Remarketing for Acquisition
It’s important to ensure that remarketing segmented are geared towards a goal to allow the ability to invest. Is your strategy built around acquiring new customers that may take a while to convert? If so, ensure your audiences reflect this in Google Analytics:
- Abandon basket
- Page viewers
- Contact form drop-off
- Product viewers
- Category viewers
- Time on site
Remarketing for Retention
Remarketing to current customers should be far more efficient and should have a different approach; therefore, your audiences need to cater for it:
- Converted more than once
- Filled out the contact form
- Completed a micro-conversion
- Transacted multiple times
- High average order value
There are various steps to turn transactions into loyal customers, and you need to find the one that is best suited to your business. We always recommend A/B testing, so you can understand who your customers are, where they are online and what channel they are most likely to engage with. Once you have this information, you can strategise how to remarket your audience and begin building a database of loyal customers.
PushON specialises in remarketing, CRO and user experience. Our team will be more than happy to discuss turning transactions into loyal customers further with you and create a tailored strategy to meet your businesses objectives.
For more information, call us today on 0161 820 7628 or send an email to firstname.lastname@example.org.