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E-BIZ: Ways to Optimize Your E-commerce Campaigns
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Ways to Optimize Your E-commerce Campaigns
By Rose Salas

BT 201804 E biz 06 “双11”、“双12”、“三八女王节”, 打折、秒杀、免单、满减、搭售、抽奖、众筹、跨界联合……现如今各种各样的花样电商活动在每年每季度都会如期举行,大家的消费热情也逐步高涨。在 “无促销不电商”的大环境熏陶下,运营人员需要榨干了脑浆想各种奇招。但在这片电商的汪洋大海中,如何让自己的电商活动异军突起,就变得非常重要,毕竟市面上广告太多,受众注意力稀缺,消费者真正参与进来的营销活动寥寥无几。为了实现电商营销活动的效果最大化,作为市场工作人员,需要做足充分的准备,才能打好一场电子商务的营销活动硬仗。

首先你需要做一定的市场调研,了解客户需求,明确自己的目标客户群体,清楚他们对什么商品和什么样的服务感兴趣。同时,你还需要确定自己广告的投放方式——是直接呈现在互联网和电视媒体前,还是通过投递的方式或用社交媒体进行传播。此外,需要注意自己的品牌与其他品牌的区别,突出优势、彰显特点。最后你需要确定在营销时所需的各类材料,为自己的营销活动做好物料准备。

当然,仅有这些准备还是不够的,我们可以把市场营销活动提升、优化。例如,在设计方面,干净简洁、吸引人的设计模板,更容易让观众一目了然的了解你的产品信息和营销点。公司吉祥物也很容易让大家在看到这一卡通形象后直接联想到你的品牌。此外,在活动信息中留下可以互动的方式非常重要,这可以使消费者及时联络到你,提出他们的消费诉求,或打消他们的一些消费疑虑。最后,发货和到货时间直接影响着消费者的购买体验,当客户看到活动信息后,订单纷至沓来时,要保证自己的货品按时按量发出。如果无法做到,也要提前告知客户,让客户心中有数。SEO会极大影响电商在搜索结果中的排名和露出,所以在做活动和营销推广的同时,也可以注重一下SEO的优化,它可以帮助你的产品和公司的曝光率大大提升。

Having invested, your ROI is the next big goal. With proper execution of your campaign ads combined with best practices, you will receive higher returns. Ad Campaign requires connection to your customers. It is through your connections that you build trust, reliability, confidence and respect. The ads should focus on how you want the target audience see you as a company.
 

A good campaign should produce a measurable outcome. What are the components of a good ad campaign? Listed as follows are a few important requisites:

1. Target Customers: Group of people who will be interested in your goods and services;
2. Ad Campaign Sources: Do you want your ads to show on TV, direct mails, printed materials or social media over the Internet?
3. Recognizable Brand: Can customers differentiate and identify you from other customers?
4. Market Research: This will ensure that your customers would accrue benefits.
5. Marketing Venues: This refers to materials that you need when marketing your brand.
 

Once you have prepared your well-thought-out Ad Campaign, the next step is to optimize it. There is no perfect ad that can perfectly fetch results in one try. The key is to keep testing and then as you keep seeing improvements, strategize and initiate more ideas.
 

Discussed as follows are some proven ways to optimize your campaign ads:

- Use a catchy but clean design and templates
Less is more. People usually get attracted to a campaign that is eye-catching because of its clean presentation and lesser text. It doesn’t have to be very colourful to catch one’s attention quickly but something that is pleasing and usually with one-liner tags. Example is Sasa’s outline.

BT 201804 E biz 01- Be Reachable
One effective tip when making your Ad is to show people that they can reach you in case they need to talk to you. Put a Contact Number into your site header. This will enable you to communicate with your audience and convince them that you are not a fly-by-night operation. It will help them understand that buying from your store is not risky at all because they can give you a call and can reach out to you in case they encounter a problem with their purchase. If a phone support is not viable, you can also put your store’s email address so they can see that they can email you and get an after-service support.

BT 201804 E biz 02- Make your Shipping Promo and Policy visible and easy to understand
This is very crucial in an e-commerce store. Always make sure that you set the expectation of your customers when it comes to shipping. One example is, if you are an online store that ships items abroad, let it be clear that shipping can take up to __ days before it reaches the desired destination. Get a very responsible courier where the package can be traceable online with updated tracking details. This will make your customers confident that their package will reach them though it might take longer than usual before they can receive the item. Always make sure your shipping policy is easy to understand and not misleading. Better be honest with the shipping cost fee because abandoned carts are 90% due to shipping-related reasons.

BT 201804 E biz 03- Monitor Return on Ad Spend
Do you spend a lot on Ads and still get lower sales? If yes, then evaluate and re-construct! Make some changes with your ad campaigns. If you use WeChat for your ad campaign, use offline interactions. Use and discover other features and functionality like WeChat Moments. This is like the Facebook Wall where people can check their moments, stories and make recommendations.

BT 201804 E biz 04- Boost your SEO
Do you know that good backlinks can improve natural referencing of your website? Baidu still remains to be the top search engine. You need to use many keywords to get a higher ranking. Never ignore the meta tags! Keep tagging and tagging! For example, your title, description, and keyword tags should be extremely good. You must include key words linked to the page’s activity and content.
 

If you think that these tips are hard to follow, you may want to try this 3-second test: Imagine yourself as a customer looking at your own website and ask these questions - Can I tell what this website sells? Can I entrust my credit card information to this site? If you have even the slightest doubt, then re-think and go back to these tips again!

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