It’s the classic question many ecommerce businesses ask themselves once the holiday season is over: How can I keep new and existing buyers coming back to my business?
Many businesses spend a lot of time and energy preparing for the holidays. Naturally, it can be difficult to regain and maintain this momentum throughout the year. The good news is that no matter what industry your business is in, it is possible. The best news? There’s no need to rely on old-fashioned sales tricks to achieve this. From remarketing to trending hashtags on Twitter, make the most of these strategies to keep shoppers coming back to your ecommerce business and staying loyal.
What does this term mean? Remarketing is when a business uses a piece of code from Facebook and Google. The code ultimately creates a custom audience from people who have visited your website.
Remarketing allows businesses to serve display ads on Facebook, YouTube, Google, and Instagram content to people who have visited your website.
Remarketing then allows businesses to serve Facebook, YouTube, Google display ads, and Instagram content to people who have visited your website. Rob Satrom, the owner of ReviewsWRENCH Marketing Agency, notes that this is a practice that many higher-volume e-commerce sites already use to keep shoppers coming back to their stores throughout the year. Smaller sites tend not to get the most out of this tool.
If this sounds like your business, it’s time to consider remarketing. Satrom particularly recommends using it for Google Ads paid search campaigns.
“You can create a custom audience of all your web traffic. Then, create Google Ads or Shopping ads and increase your bid when those users search for your keywords again,” he says. “Since buyers are already familiar with your brand, they will be likely to shop with you, which justifies the increase in offer price. »
Lean into Email
By now, you’ve probably collected a number of email addresses from holiday shoppers. It’s time to start using them, but you’d be surprised how many businesses are hesitant to do so.
“Many brands, especially independent businesses, are timid when it comes to sending emails.” Says Meaghan Brophy, senior retail analyst at FitSmallBusiness.com: “They don’t want to send too many emails or their customers will unsubscribe. »
For most businesses, 80% of revenue comes from 20% of customers.
The truth, according to Brophy, is that for most businesses, 80% of revenue comes from 20% of customers. This 20% also wants to hear from your business. Don’t be afraid to turn to email and keep them up to date with sales and new products. The risk is well worth the reward.
We’ve covered paid search and email marketing, and now it’s time to move on to social media.
Erin Jump Fry is the CEO of Fancy Fortune Cookies, a gourmet fortune cookie company. Fancy Fortune Cookies attributes its ability to thrive as an e-commerce business to an editorial calendar. This calendar includes a complete list of all holidays and celebrations, including unofficial holidays, and you can use them to contact customers via email, blog, and social media posts.
The biggest hits tend to be trending hashtags on Twitter, like #NationalCookieDay, which allow them to highlight these cookies. Beyond Twitter, there is a fortune cookie specially prepared for each event. January receives cookies in the colors of the NFL team for the Super Bowl. February offers a multitude of holidays from Valentine’s Day to Random Acts of Kindness Day (February 17) and the big holiday, Chinese New Year.
Jump Fry has had this strategy in place for years. Ultimately, this helps maintain consistent income during any crisis period. It also allows Fancy Fortune Cookies to engage in conversation with customers, many of whom may be experiencing the post-holiday blues, and create fun content.
Even though shoppers are spending less after the holidays, it’s important to stay connected with them on social media like Instagram and Facebook.
Brophy also emphasizes the importance of staying active on social media all year round. “Even though shoppers are spending less after the holidays, it’s important to stay in touch with them on social media like Instagram and Facebook. When they’re ready to buy, your store will always be at the top of their minds. She says.
Consider creating an editorial calendar for your ecommerce business in 2024. You never know what types of holidays your business might participate in and create conversation!