2020 was very tough for every brand and person around the globe. Pandemic is not far away and still we have to keep living through this period. Every brand has to create a marketing plan for the online world to survive in the pandemic era. Today we will share important tips that you can implement daily.
Analyze the competition’s customer journey
Before developing or improving your own customer journey, it is advisable to look at the customer journey of other competitors who are competing for the same target group. The whole thing works via customer journey simulation: For our example we take the keyword “noble women’s leather shoes in New York”, enter it in the Google search and look at the top 10 search results. Statements like this come from all sides, for example: “I know the competition, I know with whom I am competing and therefore do not have to take this step.”
Then counter to us: “The competitors and their domains may be known, but is the competitor’s customer journey also?” Was it clicked on the title, looked at where the domain is then forwarded to and what is offered there? In the event that this process did not take place, we recommend that you do this analysis with 3-4 competitors from the top 10 on the most important keywords in order to better understand the behavior of your target group. Afterwards, you should look at your own customer journey again to get a feel for the competitive environment in which you are operating and where you can improve. I’m sure you will find a lot to learn from the competition. Add YouTube to website marketing too. YouTube will help a lot because it’s owned by the same company as Google. If you buy YouTube likes, in that way you’ll have fast campaigns on the platform. Cross-promote website content on YouTube eventually will help.
Use 404 Page Correctly
Many will now think: “Not the topic of 404 pages again, it has already been exercised hundreds of times everywhere.” Look up how many visitors land on your 404 page and then decide again whether you don’t want to offer this number of visitors a good, value-added website. This is (felt) not the case in 90% of all websites. 404 pages of the brand: “Oops, this page could not be found” are therefore unacceptable and should be revised as soon as possible.
Main tip from us – For example, if you run an online shop, you can present the products on the 404 page that generate the most sales, as there is a chance that the user will not jump off, but click on and look at the products after he has clicked on the 404 Page has landed. Very important: Never reproach the user on a 404 page according to the motto: “You made a wrong entry” or the like, because with such accusations you risk giving the user a very bad feeling and so in the long run disgusted.
Use Internal Search Correctly
Every platform has an internal search, in which we look at the entries several times a year in order to discover new potential. We noticed that our visitors often use the internal search and search for terms for which no content could be found. Whenever we discover new content potential here, we try to build and deliver the content as quickly as possible in order to achieve higher user satisfaction. One could look for similar potential in an online shop. Regardless of whether you are analyzing content or perhaps even product searches that lead nowhere because the product does not exist. A lot can make sense here, from targeted content creation to expanding the range.
