Have you already purchased everything that your kids require for school? Maybe, you too need something for another year at college? Either way, the second part of summer is a hot period for ecommerce worldwide. I found the stats by eMarketer that this year, ecommerce sales in the US are predicted to increase by almost 15% and may reach $75 billion. This is a lot, so why should your business stay aside?
What You Can Do to Attract New Clients
I still remember how excited I was at the beginning of a school year when my parents used to purchase a pair of new short shoes for me. As a business owner, you may be also excited to grow your sales this back-to-school season. Though I haven’t had such a project lately, I still remember some helpful how-tos.
Select the Products that You Can Sell to Students-to-Be
If you’re selling one of the following product categories, you don’t need to think much:
• Laptops, tablets, and PCs,
- • School supplies,
- • Clothes and shoes,
- • Books,
- • Sporting supplies.
Otherwise, be creative. The list may go on because many companies may also increase in shopping traffic. Partly, this is simply due to the fact that people in a buying mood tend to purchase more products to fulfill their other needs. For example, purchase a present. Why not prepare a back-to-school box in a nice wrapping?
Think as Your Target Audience
Try your client’s shoes and feel their pains. Knowing your customers well will help you address their needs and build a winning digital marketing strategy. The target audiences I worked with during back-to-school campaigns usually included:
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- 1. Parents who also often purchase other goods as well.
- 2. High school and college students who like shopping online and share their purchases with classmates,
- 3. Teachers and educators who purchase school supplies and computer-related products.
Even if you are a food delivery business, you may help families save time and have a delicious meal while they are getting ready for a school year. You can as well cooperate with a company involved in back-to-school sales and create a unique offer for their clients. If you sell candies, prepare a limited addition of themed sweets and add your product to a box of office supplies.
In other words, create themed offers and content. This will grab the attention of your clients and potentials. Brainstorm for ideas. There is always something creative that can help you sell more during the back-to-school season.
Create a Separate Landing Page
I’ve found this simple idea of making a separate landing page with the products students may need to be very effective in terms of gaining traffic. This is a simple and by doing so, you help people choose and also get a page where your promotions, PPC ads, and Facebook ads will lead to.
If you have doubts, here are my arguments:
- 1. More landing pages mean more opportunities for your visitors to convert.
- 2. More landing pages provide more specific offers for people; thus, it’s easy for them to make a choice and complete a purchase.
- 3. Segmentation helps you increase the conversion rate by targeting precisely.
Also, landing pages help collect additional information about your prospects and, therefore, your understand marketing personas better.
Launch an Advertising Campaign
And here it is. Advertising. Yes, to boost your sales online, you should use paid advertising instruments. For example, Facebook is a good source for leads and later clients, but the truth is that the system won’t allow you to reach a wide audience if you count only on free options.
Another effective advertising channel is email marketing. This channel can help you convert the website visitors into customers, grow the number of repeat purchases, increase the loyalty of regular customers, and more. Here is a good example of an email marketing campaign. Just imagine that you created something similar on a back-to-school theme.
If you have a large list of subscribers, this marketing instrument will be quite effective. However, you can also take measures to collect emails now so that you will use them later, for example, during a Halloween promotion.
This is the last part of this post that I simply don’t want to title as a “Conclusion”. Heading back to school isn’t fun for everyone but it’s your call to make it easier for your clients. So, focus on the additional value that your products or services bring to students and grow your sales while increasing your brand awareness online.
P.S. I understand that I should’ve posted this earlier. To prepare a thoughtful promo campaign and launch it, you need time. And a typical back-to-school campaign should be planned a few months ahead (you may start thinking about Halloween and Christmas deal today – it’s never too early). Keep this in mind and bye for now.