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Learn how to win as a web-based firm within the 2020 vacation season

Eight ways to optimize business risk and improve conversion rates in November and December.

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11, 2020

5 min read

The opinions expressed by the entrepreneur's contributors are their own.

Many companies will develop a strategy in the fourth quarter of each year on how to act as the top vacation provider when spending is high. This will most likely prove valid in the 2020 season as well, with the exception that consumers will continue to use e-commerce technologies to limit personal interactions. Companies are already preparing to support the demand.

The online landscape is getting wider as additional providers have stepped onto the playing field and the behavior of the audience changes. To ensure a business's visibility is maximized and sales are thriving, they need a marketing plan that includes a website, other marketplaces, and social media. Here are eight ways to create that plan.

1. Create and maintain your online presence

A proprietary website is the cornerstone of this plan as a business should have an online home. There should be a way to purchase products or services and resources with information about policies, processes, and customer support.

A great website isn't just about aesthetics and solid functionality. It should also be marketable and connect to defined target markets for greater lead conversion to occur. Some ways to influence buyers are:

Create a consistent look and feel for branding and collateral that helps build brand identity Use calls-to-action via light boxes and banners to display content such as new items, discounts and messages Faster purchases Capture email addresses to send newsletters and promotional materials later

Online marketplaces will serve as an essential source of high sales volume as customers can search for a wide variety of products from different suppliers on one platform. Some of the most famous marketplaces are Amazon, Etsy, Walmart, and Alibaba.

Once all of the potential sales channels have been identified, it is important to use the same best practices as a website in addition to these other measures:

Maintain good ratings – customers are less likely to buy from lower ratings. Staying Competitive With Pricing – There's a stronger benefit when the cost is in line with similar products, and many vendors are using algorithmic re-evaluation to automate this process

Social media is a major driver of traffic. Here's one way to look at it: people may not visit a company website every day, but they do visit social media. For this reason, having a presence on social media is extremely important. Get high quality content posted with well-designed images, full descriptions, hashtags, and calls to action. Use advertising to further market your products, and be sure to carefully monitor the budget, campaign duration, and the audience you are targeting.

2. Showcase top products and services

It is common to have large stocks of products with thousands of part numbers and varied service offerings. Showcase your bestsellers, packages and seasonal items during the holidays to make the buying process as easy as possible for buyers.

3. Add quick-win product add-ons

The holidays are the time for your customers to go beyond that, but it may not be economically feasible this year. Here are some inexpensive ways you can market your offerings:

Offer gift cards including services so recipients can choose what they want and when they want to bundle items together to offer packages for one person, couple, or family. Offer Christmas wrapping and gift wrapping. Allow late delivery So and choose the delivery date

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4. Check the platforms

Reviews are a great way to build a company's reputation as consumer feedback is published. Many companies are criticized on external websites such as Yelp or Google Business. Some people don't shop until they've checked a company's valuation. Because of this, it's important to address the issues raised by the public, be proactive in responding to low ratings, and actively monitor what consumers are saying.

5. Innovative cross-marketing

Finding online locations that your target market is visiting or actively participating in is a good start to identifying new sales locations. For example, a company that posts 24/7 personal trainers might advertise motherhood and mother at home on websites with the assumption that new mothers want to exercise after giving birth and need flexibility for the time of day.

6. Branding

It can be difficult to know if a gift recipient is buying a product again because the first sale was made by someone else. For this reason, solid branding is extremely important as someone should be able to easily find an organization based on a name and visual identity.

Related Topics: How Your Business Logo Influences Purchasing Decisions

7. Email Marketing

Email is the number one way to deliver content to consumers. Topics this time of year might include top sellers, vacation-themed articles, sales, and additional news, all with intent to convert leads.

8. Join online communities

Personal events do not take place, so the content that you normally advertise on banners, printed matter, etc. has been partially or completely suppressed. This is now opening up new ways of co-hosting events, marketing and partnerships online. Do your research and contact organizations on Meet, Facebook Groups, and LinkedIn Groups to discuss opportunities for unique collaboration.

Related: The 4 Step XaaS Marketing Approach

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