As Thanksgiving quickly approaches, retailers and e-marketers have a lot on their minds. With touchpoints coming from multiple directions across your customer journey, it’s easy to overlook critical components that can immediately affect your revenue goals. To keep you on track, we created this holiday roadmap that covers every part of your funnel. Grab some hot chocolate, scroll through our list, and rest easy while your holiday sales jump like Jordan.
1. The Difference Between Good & Great Content.
There are multiple ways to leverage content to hit different audiences. However, doing so well enough to generate leads, encourage customer loyalty, upsell, and build trust can prove challenging. In these 3 blog posts, we share a few gems to help you produce content that engages and will continue to drive value far beyond the holiday season. If your content marketing strategy doesn’t utilize these key principles, it’s not too late to inject them into your plan. Take a look and maybe grab an idea or two to spice up your content.
Content marketing should be a major cornerstone in your marketing arsenal. By providing valuable, free content, that builds customer empathy, you will attract and convert new prospects into brand-loyal customers. The caveat to producing great content is having the foresight to produce content that aligns with customer interests, while continuously delivering new content that your customers hunger for.
— Christopher Yin, Creative Director, Redstage
Know your audience and create content that hits them on a personal level. What are their interests and hobbies? What are the causes they care about? With a more complex buying process, B2B companies may want to consider producing content that hists each part of the sales funnel. Are you helping your audience think critically about the industry? How can you make your customers better-skilled professionals Furthermore, how can you align your brand with these things in a way that’s authentic and true to your brand?
2. How to Stop Your Store from Crashing
Thanks to your engaging and authentic content, customers are flocking to your store. Lucky for you, holiday spending is expected to increase by 5% this year, but most customers won’t be visiting your physical location. More than half (around 53%) of your holiday customers will shop exclusively online. This surge in traffic has the potential to cause a lot of stress on your server, causing crashes or bugs that leave your customers aggravated or empty-handed.
You’ve worked hard to build trust and develop customer loyalty, you can’t fail them now, and with our help, you won’t.
The holidays are a time of increased profits, but that comes with a huge load on websites. So if you haven’t done proper stress testing to account for higher demand, you won’t know how your online store is going to react.
— Adam Morris, CEO at Redstage
Proper preparation prevents poor performance. Your customers won’t let you off the hook if you give them a poor experience, especially if you’re a wholesaler or manufacturer who has an inaccurate count of inventory. Twitter can be your best friend or worst enemy. Check out these articles to ensure you stick with the former by properly monitoring your site and completing our performance checklist. These 4 articles will help you optimize and digitally strengthen your store for the holidays.
3. How To Unlock More Mobile Holiday Revenue
By now you have done the research and collected the data. You know your customers’ buying habits, likes, and dislikes. You now only have 1 shot and a couple of seconds to impress them with frictionless and secure customer experiences. 32% of consumers change their minds about making a mobile purchase by abandoning their carts. Getting this step right can potentially cut your mobile cart abandonment in half. A part of stress testing your site is assessing your checkout funnel and you can do so with the Mobile Optimization Initiative. This blog can get you thinking with a mobile-first customer experience mentality so that you are not missing out on your share in over $500 billion.
Smart A/B testing based on data-driven analysis gives you insights that lead to successful, simple changes that can have a big impact on increasing your revenue per visitor.
— Benjamin Shapiro, Solutions Engineer, Redstage
Doing it right the first time can save you the trouble in the end. Potential consumers and corporate buyers want to check out with ease, the sooner you begin simplifying the check-out process the better your site will perform The sooner you start, the better your site will perform. Better performance means staying one step ahead of your competitors.
4. How to Defend Your Store from Cybercriminals
You have done your due diligence and can sit back and enjoy your holiday. Not exactly. While customers are increasingly shopping online, there is a huge risk that their data can be exposed. You may have heard of some common hacks such as phishing, payment fraud, and account take over. With an expectation of a $22 billion loss this year due to fraud this section is a must-read. Here you will find the top 3 tactics hackers will use to attack your eCommerce site and how to keep your store and customers safe. We also joined forces with our trusted partner Trustpilot to give you 7 ways to improve your website’s trust signal.
Merchants need to start with an honest evaluation of what fraud costs your company. This isn’t just the money you lose on fraudulent orders you ship; it also includes all the time your staff puts into screening orders as well as the revenue lost to rejected orders which may have been safe. When you add up all these costs, the price of top fraud prevention solutions starts to look a lot more attractive.
— Oliver Sosinsky, Sr. Solutions Engineer, Redstage.
Your customers deserve the same amount of protection as your store and protecting their privacy must be a priority. Monitoring is both crucial and necessary in keeping your customers and store safe. However, investing in a well-vetted Anti-Fraud Solution can ease your worries.
3 Stopgaps to Ensure Your Holiday Strategy Goes As Planned…
Ready or not, the holiday rush is coming, and it is up to you to properly prepare. B2C companies are rising at a steady pace and facing many challenges starting at the top of the sales funnel. However, B2B companies can learn a thing or two as they play a key role in ensuring B2C’s and their customers are benefiting from their product or services. Customers and their unpredictable demands and expectations are inevitableTo produce a safe, frictionless, shopping experience, both B2B and B2C companies must work in sync to increase conversion.
Whether it be online or a brick and mortar, your ultimate goal for this holiday season is to make a profit while increasing brand loyalty. If you want to stay ahead of your competitors here are 3 action steps, you should take.