Tag Archives: online marketing

A product catalogue is one of the most important tools used to sell your products, but it is also useful for telling your brand’s story and building relationships with your customers. You can also represent your brand in a way that your customers will remember. In this blog post, we will go through 7 key features to how you should structure it to get the most out of your digital product catalogue! Let’s five right in:

Make use of negative space

White space is often referred to as negative space. It’s the portion of a page left unmarked and arises from graphic design practice, where printing processes use white paper. White space doesn’t need to be white, it can be any color. What’s important about using negative space is that this ‘tool’ makes the page look balanced and easy-to-read. This is important for online catalogs as sitting in front of a computer screen is much more tiring than flicking through a printed brochure.

But, a huge benefit of going digital is that creating online additional pages doesn’t cost you extra. So you have no reason not to spread out your products and really harness the use of negative space. Even if you only have one picture and some text available, you can still create an incredibly attractive layout by using white space.

Use powerful product images

When it comes to online catalogs it’s critical to catch the user’s attention quickly. You can do this in different ways, but one of the best ways is to use images. As the shopper can’t pick up the product and see what it feels like, product images are key in selling online.

Powerful product photos should be your no. 1 priority if you want to retain visitors in your catalog or on your website. Especially since great product images can increase your eCommerce conversion rate by as much as 30%. Make sure your images are large, high-resolution and highlight the key features of the product.

High-quality pictures are not just relevant for physical products. When you sell a service, subscriptions or provide information to your audience, visuals are still very important, as we remember 80% of what we see. (And only 20% of what we read).

There are several ways to use images to market products. For instance, you can:

  • Show products from different angles and variants

  • Show products in a set

  • Show matching products

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Limit the number of products per page

You might get away with 20 products per page on your printed catalog. But not online. There are way too many distractions, so you need to keep the user focused and engaged. And, despite what you might think, pages overflowing with products will do exactly the opposite. Fewer products per page helps the user focus more. Without printing costs to consider there is no limit to spreading your products across additional pages!

Create compelling product descriptions

Now that you have more space in your catalog, take advantage of it by providing more value for your readers with product descriptions. Engaging product descriptions enhance corporate storytelling. They make you understand the meaning behind the product or brand and make you want to read more.

Next to the general product description, you can also showcase a size chart. When selling products where the correct size matters, such as clothing, shoes or bikes, it can make a huge difference to show what sizes to buy.

Enrich the catalog with product videos

You can’t ignore videos in your marketing efforts. Viewers are between 64-85% more likely to purchase from you when they’ve seen one of your product videos. So it’s a good idea to invest in videos. Make the videos personal by having someone showing and talking the potential customer through the product.

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Use well placed CTA’s

A well-placed call-to-action can make a huge effect on converting browsers into customers. They invoke a clear action for the readers and it gives them a logical next step. The colors and the contrast with the background can make a huge difference in making your readers aware of the option of buying and the way they can buy.

Luckily, this is quite easy to do. The first and most important thing you need to look for is the color contrast of the buttons with the background. Another thing you can do is make the buttons a bit bigger. But be careful not to irritate the customer if there are already too many products on the page.

Create links to your website

When making the leap from print to online catalogs, it’s also extremely important that you link the catalog to your website. One of the many perks of digital catalogs is that they are truly interactive publications and thereby improve the buyer’s journey.

One of the best ways to turn visitors into customers in your digital catalogs is by making it super easy to shop directly from the catalog. We are impatient online, and the more steps we have to take to buy, the less likely it is that we swing out our credit card.

Conclusion

Now it’s time for you to take the next step towards creating online catalogs. Use all the available tools to improve your digital catalogs and achieve your sales and marketing goals.

It doesn’t have to be difficult or time-consuming. Often even very small changes can help give your visitors that engaging experience that turns them into paying customers.

Start with the ones most relevant to your business. The experts at Linkeo Ltd. can always add on more features to make the digital experience in your catalog even more compelling and engaging.

Welcome back to our 2-part series on how to improve your promo code business strategy. In the previous section, we talked about what promo codes are and how they work. This article will cover 6 tips on how to maximize the potential of your promo codes. Used sensibly, promo codes are not only a way to acquire new customers but also a great way of showing gratitude to your existing customers.

1. Keep your Customers Guessing

Promo codes can be a great addition to cart abandonment emails and can play a key part in driving conversions. They essentially add an extra incentive to entice customers back to complete their purchase. To avoid falling into the trap whereby shoppers purposefully abandon their basket to receive a discount, promo code emails should be used over a short period of time. If promo codes are used sporadically, customers shouldn’t become accustomed to them and overall sales targets should not be too deeply affected.

2. Don’t Make It Obvious

Making promo boxes less prominent on the checkout page ensures visitors without a promo code are less likely to feel like they are ‘missing out’ on a discount that everyone else could be getting. Instead of using a loud and colourful ‘Promo Box’, a subtle expandable link with less visibility throughout the checkout experience works a treat. A subtler promo box allows visitors to flow through the customer checkout without having any second thoughts on leaving the site in search for a code.

Synonyms of promo code such as ‘gift cards’ and ‘vouchers’ are also a great way to make the promo code call to action more understated. With good strategic placement, shoppers with a promo code should easily be able to locate the slightly more hidden promo box without too much difficulty, while shoppers who don’t have a code won’t be unnecessarily alerted of the potential for a discount.

3. Use Customer Behaviour Metrics to Set Targets

To prevent promo codes eating into your revenue, only authorize promo codes when customers reach a specified spending target. It acts as a little encouragement for customers to reach a certain value to benefit from that awesome deal. Consequently, those customers adding more items to their basket, will also be adding to your average order value (AOV). It’s a win-win. It’s important to know your customers in terms of how much they are willing to spend before they are disheartened by an unachievable target to benefit from a discount.

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4. Promo Codes For Existing Customers

Loyal customers are gold. If you can retain just 5% more of your existing customers, you could potentially increase a company’s profitability by 75% more revenue. It’s no secret that shoppers love special access and one way to keep your loyal customers coming back is to give them the VIP treatment. From a marketing standpoint, this is simply segmentation. But creating exclusive promo codes made just for your most loyal customers will instill a sense of loyalty that is unique, making them feel like they are receiving a meaningful advantage. For best results offer loyalty promo codes for a limited time to create urgency.

5. Make It Fun

Another great way to keep customers loyal and coming back for more is to make things fun. Gamifying the loyalty experience helps companies keep at the front of shoppers minds. Giving shoppers a reward (i.e. promo code) once they have purchased so many times is a great little way of saying thank you. It can often be the little push they need to go ahead and make that purchase they’ve been contemplating.

6. Personalise Codes for Client Special Days

Birthday and anniversary emails are increasingly popular as brands become more savvy in using their data. With open rates and redemptions 2.5 times higher than average across all email campaigns, these events really are something worth celebrating. Birthday emails provide the perfect opportunity to create a highly targeted and personalized email to show your customers just how much you care. Most importantly it can actually be used to spur customers on to spend their spare birthday cash when you include a special promo code. Exclusive promo codes are the perfect way to wish your customers a happy birthday. To make sure your birthday emails have a high conversion rate, give customers a reasonable amount of time to redeem their offer.

Though it may seem small, little celebrations like these reinforce positive vibes with the customer while also driving customer loyalty.

For more tips on how to improve customer loyalty for your business, be sure to keep reading our articles. Alternatively, be sure to contact Linkeo Ltd directly, here.

Promo codes are a mixture of letters and numbers that make up a specific code. This code can be entered into an e-commerce website to gain discount on a product or service like free shipping. It’s a marketing strategy that gives customers another reason to make a purchase.

Promo codes have long been used as a way of driving conversions and increasing revenue, so much so they have become part of the furniture of the online customer journey. Rarely now does a visitor complete the checkout without seeing the promo code box, and many will respond by opening up a separate tab to search for that elusive combination of letters and numbers, in the hope it will magically unlock savings. This 2-part article will look at six clever ways to overcome them and make promo codes a weapon to add to your conversion arsenal.

How Do Promo Codes Work As A Marketing Tool?

There are plenty of ways to use promo codes to highlight your key offers. You can either do this on-site on core pages or you can place promo codes in your email marketing campaigns, these provide incentives for your customers to make a purchase. As mentioned, promo codes can be served up in different areas of your marketing funnel. For example, during your user journey you can display them in header and footer banners or even in the side panels. According to Linkeo Ltd internal data, we understand that over 20% of cart abandonment happen due to the price of an item, so by offering a discount price using a promo code, you can influence customers to return to your site by mitigating one of the main reasons for their abandonment in the first place.

Why Do Promo Codes Work?

Promo codes are essentially allowing the customer to get the item they want for a cheaper price thus improving their overall shopping experience. They work very well with both new and returning customers because they can be used in many different ways.

For example, public codes can be used for customer acquisition. This means including banners and overlays on-site to capture the users’ attention. Or use codes in basket abandonment emails, which may entice customers to complete their purchase if the reason for abandonment was price. The importance of customer service can also be felt when using promotional codes because they feel as though they are getting a better service.

In 2021 customers are more interested in personalized offers as opposed to blanket promotions available for everyone. This is a great tactic to promote customer loyalty and improve customer retention. This personalized approach allows businesses to leverage the data by offering offers and codes of value as opposed to generic offers, which may not apply. The results can increase email marketing open rates and CTR.

What Does the Future Hold for Promo Codes?

Over the past decade, promo codes have become a vital element of the customer journey.

For brands to get the most out of promo codes, they need them to be both profitable for them as well as being beneficial for their customers.

Based on customer’s behaviour and behavioural patterns, brands will be able to use promo codes to influence the right customer with the right discount at the right time within their individual customer journey. This way brands will be able to connect to customers at crucial touch points and display promo codes that are relevant to their previous actions, i.e. categories browsed, number of visits, basket value and much more etc.

By embracing a highly segmented promo code strategy, brands will be able to reduce the cost of customer acquisition, increase customer lifetime value and create a flowing customer journey.

With the right help from Linkeo Ltd, the days of cart abandonment when your customers hit the checkout page could be coming to an end. Check the second part of this article, where we cover 6 ways to maximise your promo code strategy.

Given the modern tendency for consumers to live online, companies from all industries can really benefit from social media reputation management. Specifically, they make entice potential customers to make decisions based on the business’s online reputation – more so than on its advertising, direct sales messages, or promotional content. In other words, while your brand’s online reputation consists mainly of your website and marketing communications, exterior online properties — such as social media — can have a major impact on brand reputation and customer acquisition efforts.

What is Social Media Reputation Management?

Traditionally, social media reputation management was strictly the process of posting strategic content, monitoring social media channels (Facebook, Twitter, Instagram, etc.), and engaging with consumers on those channels who talk about your business or brand.

The current social media reputation management strategy still incorporates those tactics, but there is even more digital ground to cover: business review sites, local directories and business discovery apps are all digital spaces where customers have a say about their experience with a business. However, the goal for your reputation management team is still the same: to positively shape the consumer perception of your brand or business.

If you’re just getting started with how your company manages social media reputation, read on for your keys to success and some important points to consider.

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Post Engaging, Relevant Content

In uncertain times like the COVID-19 pandemic, it’s important not to let your social media pages go stale. Build your pages up and regularly post relevant content and updates like news, announcements, special offers, photos, videos and links. However, as you get stuck into the process, it’s important to avoid being overly self-promotional. You can still create content, but also take advantage of user-generated content to help improve your online reputation.

Resolve Issues that Affect Reputation

Not every engagement on social media will be positive. If customer issues arise, it’s best to have a plan in place to address the situation and communicate with the customer.

In the customer’s mind, the clock starts when he or she posts a negative review, and your reputation drops with every hour you delay providing a response. Be honest, be apologetic and offer the aggrieved customer an easy way to access you. Bad reviews that remain unanswered signal to other customers you are disinterested. It also fuels the perception that the negative report by an angry customer was probably accurate.

Learning how to respond to negative reviews and social media comments in the right manner takes time, but regardless of the method it’s important to be as specific as possible when discussing the customer’s experience and communicate to them any changes or improvements your brand makes as a result of their unsolicited feedback.

Effective resolutions not only improve overall engagement; they increase consumer trust. Customers don’t want to be seen as just another entry in the business ledger but rather as a vital cog in the brand’s continued success. Taking the time to resolve issues and communicating it in an appropriate manner goes a long way to improving your ongoing customer retention strategies.

Use a Social Listening Tool

It can be extremely difficult to track every single conversation about your brand happening on every social media channel, which is why you should consider a social listening tool, of which there are many effective ones online. With it, you can schedule posts, track conversations and mentions, monitor online reviews, and even create customizable streams. Combining these elements along with an effective reputation management plan allows you to have a closer ear to the voice of the customer on social media.

Pay Close Attention to Google and Facebook

Customer reviews data shows that 76% of all reviews are spread between two major channels: Google and Facebook. Consumers are using these two platforms heavily to share their experiences. As you create a social media reputation management plan, take note of these two sites and have special procedures to monitor, engage, and gather information from them to get a better understanding of your online reputation.

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Share Your Best Reviews on Social Media

If you consistently receive five-star ratings and glowing reviews on review websites, don’t hesitate to show them off. Share your best reviews on your popular social profiles, or even on your company blog with a tool like Amplify.

Remember: the impact of user-generated content is more powerful and effective than loud sales messages or promotional brand content. Sharing positive reviews on social media drowns out negative noise, and it can be the social proof needed for people to convert or make another purchase from your brand.

Transform Social Media Data into Insights

By tapping into your precious social media data, you make smart business decisions that will earn the trust of potential and existing customers. The world’s most successful brands tap into their data to achieve a more accurate view of the customer experience. Through customer experience analytics, Linkeo Ltd has the ability to understand — in seconds and at scale — what customers really mean whenever they share their thoughts in their own words. Give us a call today, and let us help you create a cutting-edge e-reputation plan that will take your business to the next level.

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