Looking to increase conversions around the holidays? It may only be September, but you need to start now. Focusing on growing your audience is one of the best things you can do to boost your conversion rate around the holidays.
The holidays are an ultra-competitive time for online retailers, so the sooner you start growing your audience, the larger your customer base is when the holidays roll around. It’s much easier to market your holiday sales to people who have already engaged with your business than try to stand out from the thousands of retailers vying for consumers’ attention in November and December.
How do I grow my audience?
Here are four practical tips for growing your audience now that will pay off in conversions during the holidays:
- Engage with people.
- Provide value to your audience.
- Go to where your audience is.
- Experiment with new (and old) mediums.
Engage with people
Engaging with people means that you need to start having conversations. You need to ask questions, and you need to read and listen to what your target audience is saying.
You’ll miss a lot of opportunities for organic conversations to happen, especially on social media, if you sit back and automate all your postings. You also need to be an active consumer of other content on the channels where you are seeking to grow your audience. Not sure where to get started with engagement? Writtent has an excellent guide with tips for engaging your audience. To name just a few, try to:
- Mention others in your posts.
- Let others contribute by asking questions.
- Report industry news quickly.
- Respond to comments on your posts promptly.
People love free stuff. Providing value to your audience without asking for something in return is a great way to increase conversions. Some of the ways that you can provide value to your audience include:
- Offer an e-book or report download for free (or just ask them to enter their email address to retrieve the content).
- Offer a prize and run a contest, which helps with brand awareness and engagement.
- Ask your customers what they need – and then deliver it.
Go to where your audience is
So, you set up a blog or website, it gets indexed, and you the traffic rolls in, right? Wrong. You need to be proactive, and that means you need to be visible on the channels where your prospects are. There are 2.01 billion monthly active users on Facebook alone. Is your business on Facebook? What about other social media channels? Consider that you need to bring your content to where the people are.
In “7 Lessons Businesses Can Learn From Lemonade Stands,” the authors suggest that “picking a highly-trafficked area in a good part of town (or your neighborhood) is key to your success.” Similarly, choosing a social media network with a large audience that are interested in your business is a great way to increase conversions around the holidays.
Experiment with new (and old) mediums
Blogging, social media, landing pages, and advertisements are all standard in most marketing mixes, but have you considered experimenting with new mediums? Try a direct mailer if you’ve never done it, or make a podcast or video geared towards your target audience.
Test out these ideas now, and look at your metrics and see if you’re getting views, downloads, clicks, opens or likes from these experimental vehicles. When you found which medium works best for you, focus your efforts there when marketing around the holidays.
If you’re not already building your audience, then you need to start today. Begin blogging, posting on social media, and engaging with your audience. Remember to engage with people, provide value, go to where your audience is, and try out new mediums. Your bottom line will thank you around the holidays when you’re a step ahead of your competitors.
Need help building your audience now? Reach out to our content marketing team today – we’re here to answer your questions!