Leverage Platforms That Help Your Business Generate Sales
With many platforms out there for small businesses to use, no wonder why the decision to choose the best traction channel can be harder than ever.
The top two concerns for small business owners today are attracting new customers and generating sales. However, both problems are intertwined putting us in the chicken and the egg situation. How do you attract new customers if you're not generating enough sales to pay for marketing costs? How do you generate revenue from customers to pay for marketing if you don't have any? Many times the platforms used only identify one issue that may have many underlying issues; overwhelming business owners. Let's not forget to mention that there are tedious learning curves attached to every platform to effectively use each one to generate sales correctly; the last thing you'd want is to waste money to grow your businesses in learning how to use these platforms, hiring third parties and making search engine marketing mistakes.
However, why is choosing the right marketing channel became so difficult to do? Is it because you don't know how to use it effectively? Or is it because you're not sure how it can help you generate sales? Well, Sir Francis Bacon once said that "knowledge is power", so we are here to help you sort out which platforms are best for your company and strategies for each to achieve desired goals.
Facebook: Increasing Visibility If your business goal is to expand its brand awareness and become visible to new audiences then Facebook is the platform to use. There's no doubt Facebook is the most powerful social platform in the world. With 2.27 billion monthly active users (Statista) small businesses have the opportunity of generating a lot of impressions with Facebook Ads. Facebook tracks impressions as the total number of interactions a user has with your ad such as sliding through their feed or initiating a video. Impressions for images and video are tracked the same. Therefore a video is not required to start playing for the impression to be counted (Facebook). Good news for a small business owner is that Facebook works with your budget whether it is big or small. Cost per click on Facebook is approximately .27 cent with a 1.5% click-rate (WordStream). Therefore a campaign reaching 1000 users will cost $270 yielding to 11 customers on your site. Businesses can set the number of users they want to reach with their ads.
Strategies for a successful campaign: Narrow target audience, implement custom audiences, have a base retargeting strategy and test.
Google: Generating Leads Google is the largest search engine in the world with over 3.5 billion searches a day (Internet live Stats)! Google indexes billions of websites and tracks consumers' behaviors to make sure ads are targeted effectively. Unlike Facebook, Google ads are tailored as pay-per-click (PPC). Therefore, you only pay for users who click on your ad- yippy! On average, Google ad rates are approximately $5 per click because the ads are geared towards getting consumers to your site. So understanding your conversion rate is important to define your Google ad budget. For example, If your company's website conversion rate is 10% and you need to secure 30 leads then a $1500 marketing budget is needed to generate 300 clicks. If you are an e-commerce site, conversion rates are usually much lower and in the 1 – 2% range (39Celius).
Strategies for a successful campaign: Target the right keywords, imbed transactional keywords and combine local SEO.
Trip Advisor: Reaching Tourists With 455 million monthly visitors, TripAdvisor is great for businesses that offer touristic activities and are looking to attract tourists. TripAdvisor is most notable for its hotels and accommodations, but experiential business can also claim a business page. To claim a business page, companies must become a member by paying the now-low price of $1000, 3% fee per transaction and guests pay 5-15% more for your experience based on the commission model your company has chosen. Also, similar to Google, companies have the opportunity to pay for advertisements in the PPC method if they need an extra boost of visibility by tourists. Your bid and the rates you provide to TripAdvisor determine your placement within the results providing both competitive bids and competitive rates continue to be the best way to optimize your appearance (TripAdvisor).
Strategies for a successful campaign: Know industry trends, local competitive pricing to negotiate advertisement costs and commisions.
Citiskopes: Generating Traffic Do you value sales more than impressions? Citiskopes is the platform to use. Citiskopes is a things-to-do platform that helps tourists and locals find unique local events, activities, and experiences on demand. Citiskopes is easy to use as it only requires companies to set up an experience page with photos and a stellar description. What's unique about Citiskopes is that it promotes local businesses free of cost, generates traffic and increases sales. Unlike Facebook, Google and TripAdvisor, Citiskopes does not offer advertisement for companies to be visible because its audience is comprised of users actively looking for things to do nearby or in their travel destination. To reek in the benefits of Citiskopes, companies must register as a member. Learn more about Citiskopes Business Memberships.
Strategies for a successful campaign: Add rich photos highlighting the excitement of your experience and write engaging descriptions then let Citiskopes do the rest.
Groupon: Attracting Customers Need to sell open time slots or tickets to a soon approaching event? Groupon is guaranteed to sell. Groupon customer base is made up of deal-seekers and bargain shoppers who are almost always willing to purchase events, activities, and experiences for things to do nearby at a heavily discounted price. Groupon charges no upfront cost to use its platform and takes only 50% commision from each coupon deal (Inc.).
Strategies for a successful campaign: Limit to new customers only, upselling and limit the amount of discounted tickets that will be sold.
Dig Deeper: Five Things Your Event Platforms Are Not Doing For 90 percent of small business owners, the main goal of using online platforms is to get customers to make a purchase. If that's your goal, consider the platforms that are in use. Your event platform shouldn't be used only to advertise, create a business page or facilitate tickets. The event platform used for your company should help you generate traffic and increase sales. Event platforms must work in conjunction with your business not against it by creating limiting algorithms to implicitly force you to buy advertisements on its platform or charge a membership fee to have a visible company page.