marketing

My Social Media Marketing Tactics for the Launch of Lilly’s Online Store!

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  • (Marketingnutz, 2019)



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    (Marketingnutz, 2019)     
  • (VectorStock, 2019)

Guess what?! My friend Lilly is about to launch her very first online retail store that will distribute and market sporting gear & equipment. However, before Lilly launches her online store, I firstly wanted to share my thoughts and advice on a few useful social media marketing tactics that can be suitable and help the success of her launch. Apart from being innovative in terms of products, product quality and design, it is important to be innovative in terms of marketing. Ensuring Lilly is utilizing all social media platforms to increase its brand and expand its customer base.

Here are my important social media marketing tactics for the 2019 launch of Lilly’s online store:

Help Fans Find You With Social Buttons

Customers will not interact with you if they cannot find you! It is important when online store is launched that you help fans find you with your social buttons. Display your social media buttons in clear view that’s predominantly in headers or footers. Your website, blogs, email messages and all other marketing communication platforms must include touch points! This will ultimately persuade and encourage customers to share the content.

(O’Keefe, 2019)

Website Design

  1. Optimize your checkout process: Building trust with potential customers is one important point but continuing to build that trust throughout checkout process is also important. Make the process easy by arranging everything on one page, include a progress bar at the bottom, and ensure the buttons are easy to find. This will ensure it is smooth & trustworthy and will decrease cart abandonment.
  2. Give customers helpful descriptions of products: All sporting retail and equipment must have accurate descriptions about the product, include size guide, reviews, and images or videos.
  3. Shipping costs: Include shipping costs and a list of states/countries the store delivers too. There is nothing more frustrating for a customer then having a cart full of items, all details entered and at the end is a huge shipping cost or unavailable to deliver to the desired location.
  4. Give customers the option to keep shopping: This feature will allow customers to come and go with their shopping cart. They might choose to keep shopping before checking out to consider other items.
  5. Different payments accepted: Add logos of what type of payment you accept and popular security seals. Will help build trust with customers and make them feel safe and secure when entering card details.
(MacDonald, 2019)

Use Social Reviews

Product reviews by customers is a great tool to build social proof of your store and products. It will inform new customers of what to expect when making a purchase. After customers have made a purchase, ask for feedback. Feedback can include a rating, comment or a quick survey. This will help the business to grow and improve, and ultimately build trust for new customers.  

(O’Keefe, 2019)

Customer Support

Include chatbots, contact support and live chats! Chatbots is Artificial Intelligence that can stimulate a conversation with your customers. Providing strong customer support system online is useful tool to help customers feel supported and solve any questions or issues they may have. Providing good customer support will help the overall online experience.

Images & Videos

Include photos! You Lilly, will gain more attention including photos in your posts on different social media platforms. Limit your text to creative headlines and a link. Posts will stand out and be more effective in achieving sales. Important to also incorporate videos. ‘80% of consumers would prefer to watch a video about a product than read about it’ (O’Neill, 2015) Produce short videos of the sporting retail and equipment, and even live stream your message using Facebook or Instagram.

Run an Influencer Campaign

Products endorse by either a celebrity or influencer has become a common marketing strategy used in today’s society. Influencers can share a sponsored post that features your brand and sporting products! Influencers can engage audiences that represent the target market for the online store. Influencer marketing can put Lilly and her store at a competitive advantage! But remember: Choose an influencer who has similar values to your brand.

Be Social Every Day

If you want this sporting retail and equipment store to grow and expand it is important to grow your social following by posting content consistently.

You can also compare your posting frequency and engagement rates to competitors like Nike, Rebel Sport and Eastbay. Social media platforms like Facebook, Instagram and Twitter use algorithms too curate user’s feeds (Agrawal, 2016) Posting needs to be done regularly if you want your customers to see your content. I recommend starting off small by choosing one or two platforms you can commit too, rather than spreading too thin and not posting regularly. I also recommend using social media management tools like Buffer to analyse the frequency and scheduling of posts until satisfied with engagement online.

(VectorStock, 2019)
(Buffer, 2019)

            

Email Marketing

Customers need to subscribe to continue receiving email marketing from Lilly’s store. Customers will not visit the store online every day of the week, so it is vital that Lilly incorporates email marketing. Don’t hold back sharing news, keep your customers up to date by emailing subscribers with the latest offers, special discounts and promos. Use tools like Mailchimp to deliver the right messages to the right people (Mailchimp, 2019). Take the information to your customers!  

(Mailchimp, 2019)

                                   

References

Agrawal, A. (2016). What Do Social Media Algorithms Mean For You?. [online] Forbes.com. Available at: https://www.forbes.com/sites/ajagrawal/2016/04/20/what-do-social-media-algorithms-mean-for-you/#673ab79ba515 [Accessed 12 Sep. 2019].

Buffer (2019). Buffer | Social Media Management Software for Growing Brands. [online] Buffer.com. Available at: https://buffer.com [Accessed 12 Sep. 2019].

Digital Marketing Blog. (2018). 15 Ecommerce Marketing Strategies to Increase Your Online Sales. [online] Available at: https://www.lyfemarketing.com/blog/ecommerce-marketing-strategies/ [Accessed 12 Sep. 2019].

Hayes, M. (2018). 17 Social Media Marketing Strategies to Grow Your Online Sales. [online] Shopify. Available at: https://www.shopify.com/blog/7900695-12-social-marketing-strategies-to-grow-your-online-sales#influencer [Accessed 12 Sep. 2019].

MacDonald, J. (2019). 25 Ways to Optimize Your Checkout Process for Great Results. [online] The Good. Available at: https://thegood.com/insights/optimize-checkout-process/ [Accessed 12 Sep. 2019].

Mailchimp (2019). Your marketing universe—all in one place | Mailchimp. [online] Mailchimp. Available at: https://mailchimp.com [Accessed 12 Sep. 2019].

Marketingnutz (2019). Social Media Isn’t a Silo – How to INTEGRATE Your Digital Marketing and Social Media Plan. [online] Marketing Nutz Training and Consulting Social Media, Digital Marketing, Branding, Keynote Speaking,. Available at: https://themarketingnutz.com/2019/02/social-media-isnt-a-silo-how-to-integrate-your-digital-marketing-and-social-media-plan/ [Accessed 12 Sep. 2019].

O’Keefe, S. (2019). How to Master Ratings and Reviews on Social Media. [online] Ignite Social Media Agency. Available at:

How to Master Ratings and Reviews on Social Media
[Accessed 12 Sep. 2019].

O’Neil, M. (2015). Video Marketing. [online] Animoto.com. Available at: https://animoto.com/blog/business/video-marketing-cheat-sheet-infographic/ [Accessed 12 Sep. 2019].

VectorStock (2019). VectorStock – Vector Art, Images, Graphics & Clipart. [online] VectorStock. Available at: https://www.vectorstock.com [Accessed 12 Sep. 2019].

            

                                               

Digital Technologies Impact on Marketing Mix: Real Estate

sarahedav, , , , 4 Comments

The marketing mix consists of seven key variables which can be used to develop a marketing strategy and ultimately meet the needs and wants of the customer. Digital technology has impacted the marketing mix within the Real Estate sector.

(Marketing Mix, 2019)

Product

The product variable refers to what you are selling, it primarily involves researching the customers needs and developing an appropriate product. Real Estate agencies are actually providing a service to its customers and the property itself. The service provided includes marketing and negotiating a sale to the client, educating buyers throughout the decision process and proving regular updates on property sales. The Internet has impacted the product element within Real Estate, because it has changed how it provides the service and market the property. Today consumers are more mobile and connected through social media and online platforms. Innovations in technology has improved features, quality and overall appearance of properties. Internet has made services and properties readily available to clients looking to buy an apartment, house or land. It has allowed the industry to advance and reach a larger target market.

Promotion

Promotion refers to how agents will market, advertise and expose the product to an audience. It’s all about the actual marketing. If the property is at the right price and promoted well then it will automatically attract buyers (Mctague, 2015). Promotion of property begins with how you communicate marketing tactics via sales and personal promotions, branding and direct marketing. The first way that advanced technology has impacted the promotion of real estate is through photos and quality images to sell the property being marketed. Viewings, sales and the overall process of selling and buying properties have changed dramatically due to the development of new technology.

‘Potential buyers can view properties in true-to-life definition through VR or online tours – virtually walking through 50 properties in the time that it would take to visit one’

(Matt Bell, 2017)

Marketing properties online has allowed listings to be shared through numerous social platforms and agencies can utilize artificial intelligence to understand what buyers want.  

Price

This refers to the pricing strategy of the service and product and how it will overall affect the customer (Hanlon, 2019). Price is an important factor within the real estate industry because if a property is not priced correctly, customers will not pay for it. Auction is, ‘A sale of property to the highest bidder.’ (Webster, 2019). Technology has advanced this specific industry sector as it has created a new world of online auctions (Friedrich, 2019). These allow buyers to bid simply through the screen of their computers. Apps like realestate.com and Domain have allowed buyers to place a bid at a touch of a button. Shifting this industry towards digital platform has placed businesses at a competitive advantage.

Place

The fourth ‘P’ refers to how the property is positioned in the marketplace with the correct price and promotion in place. This can be the physical location of the property or the digital presence of the business. Technology has allowed businesses to set the face and tone of voice for the agency through their brand. It is conveyed through visual marketing, reputation and the presentation and professionalism of staff.

People

This variable is referring to the entire team within the Real Estate Agency. Assistants, agents, support staff are all members who help directly or indirectly with how you sell properties. By establishing positive culture, providing trainings for all employees. Internet has impacted the recruitment process, with many employees finding job opportunities within the industry online. Internet has allowed trainings to be undertaken online to help retain staff and strengthen the agency’s brand.

(Dholakiya, 2019)

Process

This involves the methods and procedures companies use to achieve all marketing functions (Chaffey & Chadwick, 2016). Important agents communicate their marketing efforts with seller client, showing client feedback and analysing data from your listings. It is important from the time the property is listed until sold and legal documentation is finalised. With the new development of technology and new innovations, it is improving the speed and quality of the buying and selling process in the property industry. Habito is an example of the few innovative technologies that have helped the industry grow by speeding up sales (Habito, 2019).

Physical Evidence

Physical evidence is everything the customer will see when interacting with the business (Business Qld, 2019) How will we reassure our customers? Well-trained staff, great website, impressive properties, branding or even the reputation and how staff present themselves? It is important to understand within real estate, you cannot make everyone happy. However, if the property is chosen and priced correctly, and promotion and position of the property is right then you will have fewer problems and happier clients. Testimonials are an important use of physical evidence. Real Estate agencies like Ray White have included testimonials within their online website (Ray White Glen Waverley, 2019). It helps build the brand image and position yourself with authority to give proof. Standardised processes in place and creating templates to ultimately help agency stay consistent and minimise errors. With new innovations in technology it will help track the spending across multiple channels and measure the effectiveness of campaigns and marketing.

(Hanlong, 2019)

SMART

Marketing mix can work as a business model to help more listing clients at a higher level. Each of the 7 P’s play an important role in ensuring your product reach the right audience. By developing a property marketing strategy will consider the various elements which can influence consumers purchase behaviour. It is important and critical when setting goals for each of the 7 P’s that they are SMART goals; Specific, Measurable, Achievable, Relevant and Timely (Business Qld, 2019). These five objectives are specific methods to measure and follow the progress of a business. If the business chooses the right mixture of marketing across the 7 P’s, the marketing strategy will have a higher chance of succeeding.

References

Business Qld (2019). The 7 Ps of marketing | Business Queensland. [online] Business.qld.gov.au. Available at: https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics/seven-ps-marketing [Accessed 10 Sep. 2019].

Chaffey, D., Ellis-Chadwick, F. (2016). Digital Marketing. 6th,Montreuil: Pearson.

Dholakiya, P. (2019). Real Estate Link Building: 3 of the Best Tactics. [online] Search Engine Journal. Available at: https://www.searchenginejournal.com/real-estate-link-building-tactics/296545/ [Accessed 10 Sep. 2019].

Friedrich, J. (2019). Online Auctions: How Internet & Technology Are Changing Auctions – REALTORS® Land Institute. [online] REALTORS® Land Institute. Available at: https://www.rliland.com/online-auctions-internet-technology-changing-auctions/ [Accessed 10 Sep. 2019].

Habito. (2019). The UK’s Online Mortgage Broker – Fee Free Mortgage Advice | Habito. [online] Available at: https://www.habito.com [Accessed 10 Sep. 2019].

Hanlon, A. (2019). How to use the 7Ps Marketing Mix? – Smart Insights. [online] Smart Insights. Available at:

How to use the 7Ps Marketing Mix
[Accessed 10 Sep. 2019].

McTague, R. (2015). 7 P’s of real estate listing marketing. [online] Inman. Available at: https://www.inman.com/2015/02/17/7-ps-of-real-estate-listing-marketing/ [Accessed 10 Sep. 2019].

Merriam-Webster (2019). Definition of AUCTION. [online] Merriam-webster.com. Available at: https://www.merriam-webster.com/dictionary/auction [Accessed 10 Sep. 2019].

Ray White Glen Waverley. (2019). Testimonials. [online] Available at: https://raywhitegw.com/sell/testimonials [Accessed 10 Sep. 2019].

Digital Marketing

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This space is surrounded and based upon 1 unit & 2 key words – Digital Marketing.

So, let’s clear this up, WHAT IS DIGITAL MARKETING?

Let’s break it down, what is Marketing? Marketing is about meeting customer’s needs and wants. It is the activities and tasks followed by a business to promote buying or selling of product or service.

So then lets now think what digital marketing is… 💬

It is about identifying and satisfying customer’s needs and wants in a profitable and social way through digital technology

“Achieving marketing objectives through applying digital technologies and media”
(Chaffey and Ellis-Chadwick, 2016)

THREE TYPES:

Digital Marketing has three key online media types to help develop businesses strategy to reach and influence potential customers online.

Paid Media = Advertising

Earned Media = Word of mouth & social media

Owned Media = Brand websites & other owned content

These are the three ways firms can communicate about their brands. Through digital marketing businesses can chose these certain types of media to remind, inform and enhance enjoyment for consumers.

Digital media and new technology have completely transformed marketing and businesses. Basically, if any business in the 21st century don’t have digital marketing there is something wrong!!

The growing range of digital marketing platforms is huge from computer and web-based platforms to mobile phone apps and other hardware platforms. Digital marketing has numerous options to reach audiences when they are online. Yes, even those annoying ads that pop up when you’re trying to watch a video online is digital marketing and a way a business is promoting their product or service.

To sum this all up for you, digital marketing is efficient and effective, and ultimately a way of engaging customers through the online world.