How well do your marketing campaigns sell?
It’s normal to have better days and worse days. But before you get hung up on seasonality or competitors’ bigger budgets, it’s important to look at your actions as a whole.
You certainly try everything to sell your products. It’s only natural, including us recommending a lot of channels and techniques, with the caveat that they need to be tested.
They need to be included in a strategy aligned with your brand and the type of customers you’re targeting.
So, if the marketing you’re doing leaves something to be desired, today we talk a little bit about optimizing so that you get sales from traffic sources.
An important point before we begin is the goals you set for yourself.
So I invite you to watch the video below first, to have a correct framework in which to apply the information in the article.
Contents: How to get sales from traffic sources
- Research your target audience
- Optimize your online store for sales
- Make sure you have varied and useful content on your website
- Optimize your marketing messages
- Make the most of owned and earned media
- Test multiple traffic sources
- Monitor results and improve where you see gaps
1. Research your target audience
What happens at the point of contact between people and your messages:
- What your customers think now (about your business/products)?
- What do you want them to believe? (e.g. trusted brand, best option)
- Why should they care / act? (e.g. benefits, extra services)
- Why don’t they care / act now? (e.g. don’t know about you, don’t have an immediate need)
- What stops them from buying? (e.g. unclear information, fear of being cheated)
- Which categories of audience have an interest in and demand for your products? (customer segments & avatars)
Every time you want to release a marketing campaign or marketing messages on traffic sources, take the time to evaluate and update your consumer data.
This way, you make sure you plan a attractive offer for them and you use their words or approaches that have the potential to work for them, no matter what channel they find your marketing materials on.
Where do you get data about your clients?
You can monitor discussions via live chat, phone or email and conduct surveys or interviews with customers. Also:
Check reports in Google Analytics and unosoft
From which sources customers come – Find out the right channels where to market to target the most profitable customers. Watch out for campaigns that you run over a long period of time, as they may no longer be relevant.
Time to buy – How many contact points you need and what the content should be at each contact. You can better adjust remarketing campaigns.
BRIDGE! When you look at your competitors to see how they promote their products, you can add their products to your cart to see their Remarketing sequence and the impact of the messages they use.
> What results each type of content brings – whether it pushes the customer towards purchase or blocks it. Make a comparative analysis between different types of content in relation to certain set objectives. That way you can take your budget only where you get results.
When to stop PPC campaigns if the profitable audience is not online in that range.
Read also: Discover the customer avatar for your business – who you sell to [Podcast]
2. Optimize your online shop for sales
✅ Adhere to best practices regarding site and page organization
✅ Display customer-attracting differentiators on every page – e.g., free delivery, extra services, gifts in cart, etc.
✅ Use hellobar when you have important things to convey (e.g. discount code, an offer, delivery delays etc.).
✅ Add videos to product pages – tutorials for the more technical products, and presentation videos for the regular ones
✅ Improves descriptions according to the formula Features – Advantages (compared to other products / compared to competitors) – Benefits (for the customer).
✅ Structures content so that it is easy to scan – use bullets, white space, images, bold and larger sizes for headings.
✅ Use normal fonts, not italic or too small.
✅ Creates a sense of urgency through timers or text promises (e.g., order today by 12:00, and you get it tomorrow guaranteed).
✅ Use descriptions, reviews and visuals to convey the value of the product – you can’t show the product face to face. But you can create content about its benefits, so that the price remains second. Tip! Use sensory words (related to taste, smell, hearing, etc.).
✅ Invite people to subscribe, in case they can’t make the decision at the moment (they need to think it over, talk to other decision makers) – this ensures continuity of communication between shop and customer.
✅ Offer convenience (when they think it’s easier for them to buy the product locally) – says that the products will arrive at their easybox and they can pick them up whenever they feel like it, offers free shipping and extra services, so your offer is more attractive than what they find locally.
✅ Fills the pages with essential information – about us (for brand trust), delivery and return policy (delivery terms, costs, scenarios), FAQ page. It’s ok to update them from time to time, when new situations or questions arise that you didn’t think of before.
✅ Publishes case studies, client stories and help guides.
Users access multiple channels. One may open the buying process, but often another closes it. And most of the time, it’s your online store’s website.
Read also: Optimizing a website with unosoft: compact guide, from A to Z
3. Make sure you have varied and useful content on your site
The highest percentage of users who come from traffic sources, visit a single page, and then leave your site. That is, if your store is not prepared to guide them to other pages or entice a purchase decision.
So, you should correlate each traffic source with content types and sequences on your site. When people enter the store, they should discover content that interests them, as well as call-to-action messages that direct them where you want them to go.
- When entering the product pages, you should have advanced, information-rich descriptions and formats (text, images, videos, even gifs if needed, links to helpful blog articles, product bundles, etc.).
- When entering blog articles, you should direct them to a lead magnet or a form where they give you their email address. And on the thank you page after filling in the form, you can make them an offer for the product category mentioned in the article they originally accessed or a 90% offer for the star product.
- When they come from social media, you can guide them to star products, gamification or giveaway campaigns, or lookbooks made with customer materials – to get them to buy.
- When they come from Google, from the page where they land you can serve them with an upsell offer on commercial searches, or, for informational searches, you can send them from the home page to a more advanced guide/article equipped with various hooks to trigger the sale.
Keep in mind the data you’ve learned about the customer and Buyer Journey to match each traffic source to effective pieces of content on your site.
Even if people don’t voluntarily seek them out, the moment they enter your site, you can direct them to them.
Read also: How could I create content that sells
4. Optimize marketing messages
Want to make persuasive marketing messages? Answer any of the following questions to discover that special something you can put into your message:
- If you had 2 seconds to impress someone what would you say or what would you give him to impress him?
- Do you have a story or an interesting example that you can use to prove that your products work as you say?
- Which is the thing consumers want to know, more important than anything else, about your niche?
- There is a piece of your offer that you can break off to give away initially to potential customers?
- What is a small victory that might convince customers that you are the best solution of all there is for their need or problem? – you can promise an emotional response for the effort you put in in a short amount of time.
Best Practices for Marketing Messages
Describe things from the customer’s perspective.
So NU: We are international leaders in high quality sealing solutions that deliver energy efficiency, durability and ease of application.
That’s right: Save up to 30% on expenses – insulate your home with polyurethane foam!
It’s direct and to the point, don’t beat around the bush for nothing.
That’s NOT: In a world where fewer and fewer people are taking time for themselves – let alone those around them – our board games give you the respite you need.
So YES: +30 board games. For unforgettable parties.
Sufficiently descriptive without requiring further explanation.
So NOT: crème de la crème packages for fabulous campaigns!
So YES: Get rid of the stress of marketing campaigns – we bring you 50% more customers!
Use familiar language.
So NU: A modular conception of a field of commercial interest: home & deco.
So DA: Do you want to take advantage of every space in your home? Order modular furniture!
It’s personal and original, it doesn’t feel like it applies to everyone and everything.
So NO: A wide range of shoes hand painted by our team, suitable for any event.
So YES: Make an impression wherever you go with shoes that only you have!
5. Make the most of your media ownership and earned media
Testimonials / User generated content
This type of content should be present everywhere you are present: on the site, in marketing visuals, in emails, posts, ads, articles, etc.
It’s your most prized possession and the place where sales happen. Use the features of your platform to the fullest to optimize your site.
No matter what source of traffic people come from, they end up here – so it better be a place that entices them to shop.
Earned media, shares from customers, partners or influencers, can help you gain more authority in your niche.
You can print screen and repost distributions, for example, if they are made by people whose reputation you can borrow.
Use this owned media to publish various types of content online, which you can then use in posts, newsletters, videos, product descriptions, onboarding sequences, lead magnets, etc.
It’s an extremely versatile tool that will help you more than you can imagine.
Word of Mouth Marketing
Sure you don’t have 100% control over this kind of earned media, but you can encourage it.
To that end, you need to pay special attention to your customers’ order and post-order experience, prepare praise-worthy unboxing experiences for them, and offer them vouchers or incentives to recommend you to their friends and acquaintances.
They’re free to do, so they represent a type of owned media.
This is where you can build a community around your business, and even if your organic posts don’t reach the bulk of your audience, you have the fireworks and tools that make you active and impactful online.
Keep your ears open on the web to who and what is talking about your business. Earned media, mentions and recommendations can be redistributed or promoted when they help you gain authority.
Google Alerts on Google or BrandMentions on multiple channels help you keep track of these mentions.
Another type of owned media, the email address base is sacred and no one can block it from you. Since there was at least one contact before people signed up for it, the messages that arrive by email have more potential impact than other types of marketing approaches.
Don’t ignore or neglect the base. Actively maintain people’s interest and continually create communication and sales sequences that stimulate the buying decision.
In general, this is earned media because it represents your content and backlinks from other sites. Usually, guestposts don’t cost you money when they are done on partner sites or as part of a collaboration.
Moreover, that content could also end up on social media pages or even in front of the email address base of the site in question. Depending on the audience and its stage in the funnel, from there you get traffic to the site, leads or, although less often, paying customers.
You have control over the videos published on your YouTube channel, and if that’s how you think of your strategy, it can be your main source of traffic for your business. They’re even more important now, when statistics show that short videos are the most consumed type of content right now.
Unpaid lies in the press
Earned media, happens when you trigger events of interest to a larger audience. It can be an unusual occasion, a public event, a sponsorship or a partnership.
Unless you’re a large company, usually mentions in the national press are paid and come as a result of a PR effort.
You might have a better chance in the local press, especially if your business can influence the life or work of the public in that area.
They are used as a lead magnet, generally with closed access. Guides and ebooks are a type of owned media, when you have created them with the purpose of encouraging sales, subscriptions or other business objective.
Read also: How to sell online: Online Marketing and Selling Guide + Checklists
6. Test multiple traffic sources
In addition to the two types of media, we have paid media. Or, from another point of view, we can talk about push & pull marketing.
Each of these is a potential source of traffic. Best practices can tell you up front if there is one source or another that is more recommended for your niche, but most of the time, you should test each source and see what works specifically for your business.
Sure, prioritize them according to the time and resources you have available. It’s also vital to understand that most sources need TIME to start bringing results.
What traffic sources can you test?
- Unpremeditated – personal conversations with strangers and acquaintances (on the train, on the plane, in a restaurant, etc.)
- Email (e.g. newsletters)
- Requested / unsolicited recommendations
- Organic searches (onsite and offsite SEO)
- PPC campaigns on Google Search, Google Display & Remarketing, Google Shopping Ads, Facebook Ads, Instagram Ads, TikTok Ads, Spotify Ads
- Lead Generation – landing page offers
- Public presentations (either face to face or online – Zoom, Google Meet, Skype, Facebook Live etc.)
- Paid or free demo / beta testers
- Events and fairs
- Sales portals (e.g. portal for manufacturers, for local businesses, marketplace)
- Through partners
- Videos – presentation, tutorials, unboxing, vlog
- Facebook groups, forums, Reddit, Telegram
- Blog campaigns
- Influencers & Affiliates
- Social Media Facebook & Instagram & TikTok & YouTube
- PR & Company Blog
- Advertorials / Guest posts
- Word of Mouth & recommendations
- Free content (infographics, webinars, guides, podcasts, checklists)
- MVP – minimum viable product Billboards
- TV Radio
- Referral program
7. Monitor results and improve where you see gaps
Check reports in Google Analytics & unosoft
✅ Recurring customer orders – you can group and target them differently.
✅ Average order evolution
✅ Customers with one order
✅ Products without sales
✅ Sales by Regions / Cities – you can use landmarks in cities where you want to increase sales in your ads.
✅ Voucher orders
Check and update CRM data
From each campaign you should collect strategies that worked and important data to apply to future campaigns.
✅ Pay attention to your order history, especially those with multiple orders
✅ See notes added to orders – if common situations arise that could be resolved to save time and discussion with sales agents
✅ Automatically segment your customers into groups – based on order value, shopping frequency, preferred product categories, etc.
✅ Analyze testimonials and add new ones, if you haven’t had a chance to post them (do this every month). You can use them in promotional campaigns and look at what products you have with reviews, campaign for them directly.
Tip! Don’t forget to use CRM Bot
✅ You can add tags based on notes added to customer orders – e.g., if they have certain preferences, they have mentioned things that can personalize the communication (pet, favorite flavors, sizes, colors, etc.).
✅ Automatically allocate customers to groups with CRM Bot
✅ Order in groups and move customers between groups according to the set conditions
Read also: How to use unosoft reports to plan your growth strategy
There are many things you can optimise for you to get sales from traffic sources.
But you don’t have to be afraid of the sheer volume of information. Start with 1 tip, test it, and then move on to the next.
Also, remember that everything I’ve told you today needs to be put through your business filter – tailored to your style and your audience’s expectations.
What’s left for me to do is wish you good luck and good sales!
PS. If you haven’t been able to do it so far, it’s time to test the unosoft platform for free. It helps you sell with multiple visually appealing themes, advanced marketing & automation features, +165 integrations and access to a +15,000 member community.
Tip! Our subscriptions start from 7 euros per month. What are you waiting for? Test the platform and let’s see how we can help you grow your online business!