Right now, technology is progressing at such a fast pace for everyone, including online businesses. This progression has led to some serious benefits in the world of e-commerce and digital marketing, but it also means that customer expectations are higher than ever. Statistics show that 75% of smartphone users expect immediate information when using their devices, and 51% believe that businesses should be available to chat 24/7.
“That’s ridiculous! I’m just one person!”
We can hear you shout through your screen, and yeah, at first glance it sure does seem ridiculous, but let’s not forget you’re not just one person. You’ve got technology on your side. Technology doesn’t need to take breaks or go to sleep or have a two week holiday in the Bahamas to blow off the cobwebs. Technology is your little workaholic friend. You can use it to develop an always-on marketing strategy that satisfies your customers while also letting you rest. Because, you know, you’re human, and being switched on all the time isn’t a healthy way to be.
In this blog, we’ll take you through some of the most useful always-on marketing strategies to help you out. Soon enough, you’ll have happy customers and a business that operates 24/7, all while maintaining 8 hours of sleep a night (hopefully). Fasten your seatbelts, drivers! We’re heading out on the road to success.
We know that customers now expect near-instantaneous responses from businesses when they shop online but did you also know that personalisation has a massive effect on buying habits? According to Accenture, 91% of consumers are more likely to purchase from businesses that provide a personalised shopping experience. Always-on marketing combines 24/7 availability with highly personalised content strategies to create content for customers that serves their exact requirements whenever they need it.
While other marketing tactics focus on campaigns that push products in short bursts, always-on marketing has an unwavering presence. It helps businesses reach their target audience, retain their customers, and consistently build brand awareness. Even though many always-on marketing strategies are automated, they still require some manual work, not only in content creation but also for market research.
To keep your content personalised, always-on marketing heavily relies on first-party data collected from your customers. With cookie policies changing soon, collecting this data can require a little more effort and innovation. However, once you have conducted your market research and created your content, the hard work is pretty much over. Simply set up your automations, leave them to run in the background, and analyse the data they produce whenever you need.
Okay, so let’s have a look at the most popular always-on strategies used today. You’ll want to implement strategies that are easy to maintain and will make customers feel as though the content is there to serve them and their particular needs. The following marketing tools are easy to personalise and are incredibly effective at helping business owners retain customers while also attracting new ones. They can also be dispersed between multiple sites to help you get the most reach, making it easier for customers to find you no matter from where they are searching.
Email automation is one of the easiest ways to create a personalised shopping experience for your customers. It utilises your website analytics to help you target people based on product preferences, behaviour, and past purchases. Email automation is a great way to use a customer’s past buying habits to personalise the offers they receive in the future. What’s more, getting people to sign up to receive emails is also a fantastic way to convert new traffic into leads. Simply create a pop up that encourages them to sign up (a 10% discount will usually do the trick) and ask them to select what offers they’d like to hear about in the future.
These emails also save business owners an immense amount of time as they can create a personalised experience without having to write individual messages to every single customer. That’s because the personalisation of these emails doesn’t hinge on the content inside them. Instead, it comes down to the specific times that customers receive these messages. For example, a welcome email can contain the same message for every customer. The personalisation comes down to it only being sent to them right after they sign up.
Automations can be triggered to be sent out at any number of specific times. In doing so, these triggers create a shopping experience that comes across as specific to each client without you having to spend forever writing individual emails for every customer. Examples include:
Chatbots are great for providing instantaneous customer support. They’re able to interact with consumers in real-time and give them that personalised, speedy service we talked about earlier. There are a few types of chatbots available but ultimately, they’ll all assist with your always-on marketing strategy. Chatbots are also better than humans at dealing with loads of information and can scan a consumer’s enquiry and provide a solution almost immediately. Whether it’s two in the morning or 6pm on a Sunday, you can rely on chatbots to deliver premium customer support and solutions.
As we said, consumers crave convenience so if you really want to keep their attention (and their business) we highly recommend implementing on-demand resources. Look, you don’t have to flood your customers with a plethora of information they didn’t ask for or mightn’t find useful, but if there’s anything you think they could benefit from when it comes to your goods and services, make that information available. This could look like:
Making these resources super accessible also decreases traffic to your customer support team as studies show consumers often look for their own solutions before turning to customer care.
This sounds like a given, but you’d be surprised how many businesses either forget or don’t know how to use social media to their advantage. But, there are so many features on social media that assist businesses with always-on marketing. Here are some examples:
Is your website a highway at peak hour? Because boy, you’ll be getting a lot of traffic with the help of our digital marketing experts. We’re passionate about helping businesses all over Australia harness the power of digital marketing to take their sales to the next level. If you’re ready to give traffic to your website the green light and learn how to increase sales and engagement through an always-on marketing strategy, contact the team at Get More Traffic today!