Drive sales on your site while you sleep 🔍 Evolving Strategies

EVOLVING STRATEGIES

This week’s opportunity to evolve your strategy

Drive sales on your site while you sleep with paid ads

Paid ads can help to bring in the right target audience to your site, and drive sales for your business. They provide the same options as organic tactics however you pay for each of these tactics. Generally speaking they are measurable which help you review what performance looks like, you can target specific segments allowing you to bring in quality traffic. It can also help with building brand awareness which is top of funnel focus.

There are different types of paid ads you can leverage based your needs:

• Search (Google)

• Display ads (Image, video, text)

• Remarketing (Targeting customers that already visited your site)

• Social ads (social media)

Paid ads are a compliment to your overall digital sales strategy but they shouldn’t be the only tactic in your plan. Consider the fact that you need to pay for each person coming to you site. Consider other options such as SEO, referrals, social media to drive traffic, grow your audience and bring in sales.

Imagine you’re a customer who’s been shopping for a new dog bed. The one you have for your beloved poodle is old and ripping at the seams because he just loves chewing on the sides.

As you’re looking at options you see one that interests you as a replacement. It’s spacious and has lots of cushioning so you know you'r little king will sleep comfortable. You then receive a phone call and the pet groomers are letting you know your little guy will be ready in 1 hour.

You get distracted and forget about the dog bed. 2 days later you’re scrolling through social media and see an ad of the dog bed you were interested in. You think ‘oh yeah! I need to buy a new dog bed.’ You go on the site and order it.

How to apply this:

What you should takeaway and apply to your digital sales strategy:

1. Consider paid ads as part of your strategy

2. Leverage organic tactics to compliment the paid

3. Budget for paid and segment audiences

Consider paid ads as part of your strategy

Part of your overall strategy should be to use paid ads as one consideration to drive traffic and sales on your site. Use it as top of funnel targeting which means you’re using it to build brand awareness.

Target your audience that don’t know about your business or very little and focus on the value propositions and addressing your customer’s problem.

Leverage organic tactics to compliment the paid

Paid ads, shouldn’t be the only option otherwise you’re putting your business in a position that it only bring in sales when you spend money on ads.

It should be one option out of many so consider all other ways to drive sales on your site that cost you little to nothing. Build audiences on your social media platforms that are fans of your business. This organic approach costs nothing but time and valuable content.

Budget for paid and segment audiences

The best way to use paid ads is to understand who is your target audience and spend your money on reaching them. Don’t go after everyone because you’re going to end up wasting money.

Instead focus on specific segments of customers. This allows you to spend your ad budget more wisely, leverage specific copy to build the awareness and drive the traffic to your site.

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