Nearly all e-commerce businesses are subject to fluctuations in sales. Factors such as product-related seasonality, demand fluctuations, or product availability are largely responsible for driving these fluctuations. Sales slumps can often be attributed to factors that are not under the control of the marketer. Fortunately, usually, actions can be taken to minimize the slumps appearing on your sales chart.
One tactic to employ is to generate sales in anticipation of an upcoming event. A sports memorabilia site, for example, might consider tying a campaign into an upcoming event such as the Super Bowl. Another example is to offer deep discounts for merchandise during the off-season. Obviously, the strategies and tactics available may be particular to the business. But, with a little imagination, the following tips may be applied to a diverse number of business categories.
Utilize Geo-Targeted Advertising
Geo-targeting, also referred to as location targeting, permits companies to select specific geographical locations in which to place their online ads. All pay-per-click platforms offer advertisers the ability to implement this tactic. Not only does this service work well with local and regional business services and brick and mortar locations, but a business can also maximize their opportunities by leveraging targeted locations. For example, a company selling generators may target a location experiencing power outages.
Check Your SERP Keyword Ranking
SERP (search engine results page) plays a major role in driving organic online inquiries to your site. Your SERP ranking can be tweaked through an effective SEO campaign. A high keyword ranking help to assure that your customers will find you before they find your competition. The first organic listing on Google’s SERP is something that never goes out of style and will help to boost year-round sales.
Identify the Sales Valleys
Take a close look at your year-over-year sales history to identify recurring slumps. Determine the cause and come up with the appropriate the remedy. For example, it may be advisable to increase your marketing budget during those periods of sales declines.
Give Customers a Reason to Shop Now
Develop a strategy for enticing customers to shop during the off times. Entities like the Home Shopping Network have implemented their “Christmas in July” promotion in order to address their seasonal slump with great success.
Bulk Up Your Email Campaign Budget
A well-thought-out email campaign is one of the most effective ways to deliver consistent sales increases on a year-to-year basis. According to a study recently conducted by MailChimp, the average open rate across all industries is at 21.8%, and the average click-through rate is 2.78%. By comparison, social media doesn’t come close to delivering both the quantity and quality as does an e-mail campaign. According to Neil Patel, founder of Neil Patel Digital and best-selling author, email has nearly three times as many user accounts as Facebook and Twitter combined. Additionally, email lists are easily manipulated to suit your target audience.
Keep in mind that your email campaign is only as effective as it is accurate. When assessing your email campaign, it’s important to verify the email address in your database. What good is a database of 15,000 emails if over half of them are undeliverable? On average, 15% of emails in a database are invalid, so it’s important to utilize an email verification solution like BriteVerify.
If you’re interested in learning how BriteVerify can help you retail business generate more year-round sales, contact us today.