Facebook, Twitter, Instagram, Pinterest, Snapchat. There are tons of social media platforms out there and odds are that your clients have a mix of them. Basically, having a page on Facebook for your business doesn’t mean you can skip Instagram (but you can learn about sales on Instagram and Facebook alike with our webinar).
Social media presence is playing the long game in that the traffic you want on your website is going to start on your social media page. But it’s worth the work to get the brand awareness ahead of time, so your company is on their mind when they’re ready to make a purchase.
Create a community
Social media is a community onto itself, but having a network of clients on your website forum or in blog comments is a more focused group of people who are here just for your product or service. Not only does this help you stay in touch with clients, but it actually influences ranking. Comments show Google’s algorithm that people are reading your resources and engaging with them, boosting your SEO ranking.
Spring cleaning for your website
True, it’s not spring yet. But you should get started early on cleaning up your website for the new year. Go through your website and make sure all your pages have both meta titles and meta descriptions.
Find any underperforming zombie pages that aren’t drawing in traffic like they used to and take them down. Like the monster they’re named after, a few zombie pages aren’t a big deal — but a ton of them will pose a problem and it’s better to take care of them now. While you’re here, make sure your page speed is on-par. If a webpage doesn’t load within 3 seconds, it’s too slow and should be re-worked to get it up to speed.
New kinds of content & searches
You’ve got a great blog or podcast and an interactive tool on your website outlines how clients can benefit from your products or services. That’s fantastic! But you’re not done yet. The Internet is ever-changing, and you’ll want to pick up new content types as they come.
Videos are rising in popularity online, and they were already pretty popular. If you aren’t making videos yet, you absolutely should and make sure you optimize your videos for the best performance. Voice search is another new frontier to be aware of as you forge on into 2020 so you can rank as well there as you do in standard search queries.
Evolution is what sets businesses with record sales apart from those staying afloat. Learn how to grow your traffic, conversions and pool of repeat customers with a free e-commerce analysis from EXCLUSIVE that will evolve with the times. Focus on the core of your business and trust a leading e-commerce agency with the holistic solution to your internet marketing.
Cyber Weekend 2019 was huge once again for both sales and advertising. Traditionally the most important four shopping days of the holiday season, Amazon Cyber Weekend sales are a strong forecast for total holiday sales. We’ve combed through the numbers on ad performance from Black Friday through Cyber Monday.
Here are the strategy highlights on a few success metrics for the Cyber Weekend 2019 haul, along with our tips to boost your ad performance on Amazon:
To get a good look at what happened over cyber weekend, we qualified advertising data among accounts that spent over $500 during the entire four-day period. Most clients went all in, with average cyber weekend spend up $2,172 year over year. That seems to have been a strong strategy, as Amazon advertising produced some impressive numbers.
Amazon Sales + Success Metrics
Among our clients who spent over $500 on ads during Amazon Cyber Weekend, orders increased an average of 37 percent year over year. This kind of ad performance may be surprising given that cost per click increased 10 percent — but here’s where gambling on success metrics really paid off.
Accounts driving more traffic saw CPC increase an average of 12 percent while those driving less traffic saw lower CPC increases, an average of only 8 percent. More traffic meant better ad performance, as seen in a 14 percent increase in click volume and a whopping 26 percent improvement in average conversion rate.
Cyber Weekend Takeaway
It’s clear that a strong Amazon strategy is necessary to boost your ad performance across online channels. The numbers back that up with EXCLUSIVE clients who took in more than $1,000 in sales during Cyber Weekend also seeing an average of 36 percent YoY rise in orders — comparable to advertising — sessions increased by 28 percent and total revenue getting an impressive 48 percent lift.
A strategy highlight we’re particularly proud of is inventory preparedness, which we worked hard on with our clients to improve over 2018. The clear success metric here is that significantly fewer clients ran out of inventory over Cyber Weekend even in the face of such high YoY growth.
When you’re ready to dig into your own Cyber Weekend Amazon strategy — or when you’re looking for expert tips to boost your ad performance — contact the EXCLUSIVE team for your free e-commerce analysis.
With a background in AdWords and Amazon advertising, Mike Frekey started the Marketplace department at EXCLUSIVE, focusing on advertising and content strategy. His love for data and analysis has suited him well in his role as Director of Applied Data, where we works to develop data solutions for all marketing channels.