Back to school for advertisers: have we learned the lesson?

Last spring we experienced a lockdown that put economic activity in check. Many companies had to close. Only those that offered their products or services online (beyond the basic necessities) were those that could withstand the downpour, not without serious difficulties. This highlighted a pending issue in our country: digital transformation. Many companies continue to see the “internet” as a mere showcase that they hardly pay attention to. Websites outdated for years, abandoned blogs with the latest entries from 2015 … Sins that, in the middle of 2020, should disappear if we want to be better prepared for new lurching that (and no one doubts about it) will arrive in the next … months? Weeks? Advertisers play a fundamental role in the digital transformation of a company. You know why?

The Internet should be one of the business legs of any company, if not selling directly through this channel, capturing contacts from potential customers with whom to connect later from other tools. This is where advertisers come into play. And it is that the return to school in September is going to be a new challenge for everyone and that is where we must put into practice everything we have learned so far.

At Multiconversion we want to highlight some of the keys that companies should keep in mind when planning their immediate digital strategy.

1- Digital presence: if you are not there, you do not exist

Everything starts from here. No company in 2020 should commit the irresponsibility of not having an internet presence. NONE. As good as things go. This crisis has shown us that you never know what can happen. Having a website and digital communication channels is vital to be able to maintain contact with clients or potential clients: we are talking about web, app, blog, profiles on social networks, chat, email, whatsapp business … You don’t have to have all of them, But the easier we put it, the better.

2- Brand recall: Never stop communicating

Many companies make the mistake of stopping campaigns or publications in certain periods: holidays, low seasons, “off-peak” months … Competition is enormous and being present in the consumer’s mind is a goal that costs a lot to reach and very little Leave.

3- Take care of your messages: connect with the user

We live in a time of many concerns, such as for the announcement of the shift to come talking about things that neither go nor come to the user. Define your “buyer personas” well. What profiles do users who buy your products or services have, what worries them, what blogs do they visit, what interests them, what do they search on Google … ??? Answering these series of questions will help you put yourself in their shoes and better prepare your messages. Adapt them to them and think about how your company can be of use to them.

4- User experience: make it easy for the consumer

Sometimes we want users to do something that we would not even do ourselves, being our own company. Is it easy to buy on your website? Are your blog articles really useful? Does the consumer have all the information they need? We must not overlook the processes that the user has to follow. Put yourself in their shoes, go through the purchase or contact process several times, optimize, test and keep optimizing. The conversion rate of a website is one of the most important metrics and we should never stop improving it.

5- Do not leave the audience you can create today for tomorrow

Data is gold on the internet. Measure everything you can measure and collect all the information from your users in order to improve your messages and increase the performance of your campaigns. If you have not done it yet, create audiences now in Analytics, Facebook Ads, Google Ads, Linkedin … according to the activity of your website visits: those who buy, those who don’t, those who visit this or that section, those who buy in the last X days … They will be very useful to get cross-selling, accessory sales, repeat purchases, etc.

6- Customer service: proximity and response.

Try to be close with the client and be agile in your responses. A well-attended customer, with his problem well solved, is a treasure. That positive experience will generate confidence in your business, without which few users will end up buying and, much less, coming back. Work that trust with a careful customer service. Plan processes and be transparent with the user.

These six tips are just a few, but we believe that they are basic to be able to work strategies with the possibility of success on the internet. It has professionals who are experts in communication and digital campaigns and leave the experiments for another time when we can afford them. The current situation does not allow mistakes. Contact us to tell us about your project, at Multiconversion we will be happy to help you build the “digital leg” of your business with all the guarantees of success.

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