This is a guest post by Nate Vickery.
It’s that time of year again. When the clock strikes 12:00 a.m. on the last Monday in November, the shopping frenzy will start, and you’d better get ready for this moment because Cyber Monday 2016 was the most successful day of e-commerce in the U.S. history. On that day, consumers spent a stunning and unprecedented $3.45 billion online. It goes without saying that you have to offer some great deals, discounts, and coupons if you want to be a part of this cool statistics this year, and digital marketing will help you spread the word and attract customers to your website.
Get Your Online Store Up And Running
One of the most common mistakes that small businesses make when it comes to Cyber Monday is underestimating their traffic predictions. Many brick and mortar stores have an online purchase option, but their websites aren’t optimized for a sudden influx of shoppers. You should be prepared to handle a massive flood of visitors and check whether your server can support a traffic surge. Otherwise, your website might crash and you could miss out on a great opportunity to capitalize on consumers’ willingness to dig very deep into their pockets.
Build Landing Pages
Create not just one landing page, but a few of them. HubSpot’s recent research has shown that businesses with 31 to 40 landing pages generated 7 times more leads than those with only 1 to 5 landers. It’s not enough to stuff your navigation page with tons of information about your offers because this only tends to confuse your potential customers. Instead of that, declutter your home page, and have a dedicated landing page accompanied by a powerful CTA for every special offer, as that will help your online visitors focus on your Cyber Monday deals.
Boost Your Local Business Listings
Expanding your digital footprint should be among your marketing priorities. Listing your business in various directories and getting local citations is tremendously important. For example, a research study has confirmed that 50% of consumers who conducted a local search on their smartphone visited a store on the very same day. If all the information about your business is updated, relevant, and accurate, you make it easier for both your online and offline target audience to find you. Needless to say, this easy tactic will improve your search engine rankings. Let’s say that you’d like to do local SEO in Hong Kong; apart from hiring a reliable agency, you should start by finding quality business data platforms and providing as many details about your store as possible. Google My Business, Infogroup, Neustar Localeze, or a chamber of commerce website are some of the ideas.
Update Meta Description Tags
Although they don’t affect rankings, these 160-character snippets are among the building blocks of any good SEO strategy because it’s the compelling copy of a meta description tag that will catch your target audience’s eye and get them to visit your web page. In other words, change your meta description to highlight all the amazing deals and offers that your customers can expect during this holiday season. However, make sure that it’s still clear what your page is about. Tweak title, image, and header tags too, and check whether your URLs are SEO friendly because these things can also drive you a lot of traffic if they’re properly optimized. Another thing to bear in mind is that SEO is a lengthy process, so the earlier you start with tag optimization, the better.
Make The Most Of Social Media
Optimize your social media posts with relevant keywords and schedule them for different times of the day to ensure that they reach all segments of your target audience. Don’t forget that some people like to shop first thing in the morning, while others prefer to do it in the evening when they come home from work. For the best results, promote different deals on each platform. Contests and giveaways are a great way of having your deals shared across various social media channels and reaching a wider audience.
Freebies are cool as they trigger the principle of reciprocity and in a way make lucky winners obliged to buy something from your store. 88% of consumers would be more likely to make a purchase if you offer them free shipping, so take advantage of that option and let the word-of-mouth marketing work its magic. Don’t forget to use the right hashtags, especially on Twitter, and increase the visibility of your store.
Update Your Content
Almost every digital marketing strategy heavily relies on generating fresh and useful content. Promoting Cyber Monday is no exception, so fill your blog with engaging posts laced with relevant keywords. Your customers anticipate this shopping-spree holiday, so it’s a great idea to help them find what they need by creating searchable content. This means that you should fix and update your product information in a timely manner and allow search engines to index each product page. Instead of explaining how your products or services work, show their features in short and catchy videos. Suffice it to say 51% of marketers say that video generates the best ROI.
Even if your business doesn’t usually get much profit from e-commerce, Cyber Monday can be an exception to that rule, and these simple methods can give your online store a significant boost.
Author Bio: Nate Vickery is a marketing consultant and an online author mostly focused on startup and SMB digital marketing efforts. He is also the executive editor at Bizzmark Blog and an author on The Next Web.