Are you making these online marketing mistakes?
Let’s say you sell garden supplies. When is the time to increase your SEO marketing efforts? If you said summer, that’s not exactly the right answer. In fact, you should probably begin your efforts well before the planting season, say late winter when people are starting to get tired of snow and want to begin purchasing seeds and other supplies for the garden they spend all year dreaming about.
But don’t feel bad if you answered summer. Chalk it up to human nature. People procrastinate, which is why the first snowfall sends drivers herding into tire service waiting rooms.
SEO is a powerful marketing tool. But when business owners cut the legs out from under their marketing by letting those seasonal opportunities slip by, a last-minute SEO dash won’t cut it. You’ve got to think six months ahead. When runway models are showing off the latest swimming suit fashions, if you’re selling beachwear, you’ve already missed the boat.
The key is to put together an SEO marketing calendar, because many small to medium-sized merchants have such busy days they are often caught by surprise when the prime selling season is over.
The other major pitfall is not having all of your social media buttons operational, or even worse — not having those channels connected to your website.
And here’s another note of caution: Constructing intuitive site navigation is no simple thing. It requires an SEO professional that understands the nuances of how customers will interpret and navigate through your website. And seasonal opportunities to sell merchandise are often missed when merchants do not freshen web pages with new content.
These oversights are the psychological equivalent of allowing spider webs to collect on your wares. Stale webpages don’t perform very well when Google and other search engines are indexing new websites at an incredible rate. Freshness is an important element in website rankings — so watch your timing!
Important distinctions between Millennials and Gen Z
What comes to mind when you hear the term “Millennial?” This generation is not widely understood by marketers, who often use this demographic label a bit too liberally. Millennials were born between 1981 and 1996, while Gen Z is a younger bunch. The latter (born after 1997 and until 2012) age group is beginning to work and coming into their own. In other words, they have buying power.
To that end, B-to-C facing companies and their marketing teams need to keep the following in mind when trying to reach this group.
1) They are plugged in. Born with a smartphone in hand practically, these consumers don’t remember life before WiFi. They’ve also curated their personal identities through social media. Though they’re at home online they’re also prudent about their activity and privacy. So all the more reason to make sure your e-commerce website is up to snuff. Many Gen Z’ers won’t do business if the site takes too long to load or is not intuitive.
2) They are practical and hardworking. Because they came of age during the Great Recession, they know about hard times and are willing to work several gigs to make ends meet. Also, they are pushing back on the stereotype of their older peers (Millennials) being entitled. Many are getting internships as early as high school to buck this image.
3) They are well informed. Before buying, they do their due diligence by reading reviews and knowing the product in and out before making the leap. Lesson here? Make sure your reviews are plentiful and solid. Quantity and quality matters here.
4) They are image conscious. Ever heard of an influencer? These social media personalities can be larger in life—and well—influential. Gen Z trusts them and therefore puts stock in their opinions and habits. That’s why brand ambassadors can be key in speaking to this generation. If you understand that it’s not about your brand, but about helping them enhance their brand, they are more apt to tune in.
How might these four traits impact how you target this group?
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