Brands have begun to embrace online advertising and social advertising as a key element in their marketing strategy to gain a competitive advantage against their competitors. However, the way digital media is used will determine how effective a campaign will be. CMO.com suggests that brands should engage their audience through “focused campaigns that include a call-to-action followed by a reward while reinforcing a brand message” (cmo.com, September 2011).
Here are 5 techniques that will help increase traffic to your Website:
- Create a Cohesiveness Brand Image – Extending your campaign efforts across all social channels (that are appropriate for your specific business of course) will create a strong, cohesiveness image of your brand and increase overall awareness. Place links to the business’s Facebook fan page, Twitter account, Pinterest account, and all other Social Media accounts in a visible location on the Website to inform readers that you are involved in and value Social Media. On the flip side, be sure to link to your site/blog when sharing information about your business on a social platform to encourage followers to visit your Website.
- Go Where Your Consumers Are – Become part of Social Shopping Websites such as Kaboodle, ThisNext or Stylehive. It is important for brands to go where the consumers spend their time. Use these sites as another avenue for customer relationship management. Building a great brand image is vital for establishing your brand name among a consumers evoked set of products that they consider when making a purchase decision.
- Use QR codes – A QR code is a barcode-like image that when scanned, instantly connects users to the information they want without having to deal with remembering and typing a URL in the browser. It is a great way to gain product and brand exposure by delivering a message, coupons or encourage some sort of action from consumers that will direct them to your Website. According to a 2011 comScore study, 14 million Americans scanned QR codes on their mobile phones in July 2011.
- Offer Coupons / Incentives – Everyone loves a deal; make fans feel special by offering ‘exclusive information/deals’ or running a contest through one of the social channels. Coupons are also playing a key role in m-commerce. In fact, comScore reported that nearly half (49%) of tablet owners have searched for coupons at least once in the past month while on their devices, while 48% have downloaded a coupon/savings offer and 46% have found or redeemed a coupon/coupon code (comScore, Tablet Advisor, U.S., September 2011).
- Make Your Website Mobile Friendly – Better yet, develop a mobile app for your Website. E-commerce has changed the retail industry, and now with the explosion of mobile, retailers must yet again adopt to the ever changing behavior of consumers. Customers value availability and expect information to be at their finger tips when they want it, which is why mobile devices are becoming a huge part of the shopping experience. In fact, results from InMobi Mobile Media Consumption Research shows that over 50% of mobile users have already used m-Commerce and that percentage will increase to 75% by 2013 (InMobi, Q4 2011).
Coming up with integrated solutions is key to creating a cohesive ‘Social Layer’ that runs through the consumers entire purchase process from determining if they need a product, to making a purchase, to evaluating a product post-purchase. All in all, it is imperative for brands to provide consumers with a true social shopping experience in order to meet the end goal of increase sales through Social Media.