We live in a highly digital era where the internet serves as a core piece of the modern customer’s journey. The majority of consumers start the buying process by performing an online search through their computer, tablet, or phone, where they browse several websites before making a purchasing decision.
During the recent pandemic shutdown, consumers turned to the internet in droves to browse and shop when they could no longer visit their local stores. While at first the spike in online activity may have seemed like a one-off event that would reverse as soon as physical stores reopened, this has not been the case. Online search has developed into the cornerstone of consumerism’s “new normal.” In fact, many of the changes that took place over the course of last year have permanently altered the consumer landscape, especially in the case of eCommerce. The 2020 U.S. Ecommerce Market Report, released by Digital Commerce 360, revealed that our economy has undergone two decades worth of e-commerce growth since the end of 2019!
Spending more time on social media, browsing search engines, and buying online are all products of 2020 that have now become habits for people. These activities will not dwindle as the economy returns to in-person shopping. As a result, we’re witnessing an increased urgency for businesses to have a strong digital presence in order to connect with prospects.
Shoppers have developed an on-the-go approach to browsing and buying, which means they are accessing the internet to make a purchasing decision anytime and anywhere. To engage these mobile prospects, businesses need an active online presence that intersects with shoppers’ purchasing journey at key decision-making moments.
While 2020 is behind us, many of the changes that occurred will stay with us well into the future. What trends can business owners expect to stick around in a post-COVID world?
With many people still working and shopping from home, websites have become a primary tool for research. Due to shutdowns and limited in-store capacities, websites now serve as virtual stores where shoppers can check out products and services prior to making a purchase.
Your website may be the first impression of your brand that online shoppers experience, and it could determine whether they decide to keep interacting with your business. A website that is built to rank highly online and is well-optimized for the user experience is a major asset to your online presence. The stronger your website, the more leads, and sales opportunities you can attract. Primary factors of a high-performing and well-optimized website include fresh and keyword-rich content, responsive website design, simple and intuitive site navigation, fast-loading webpages, and prominent calls to action.
In the beginning of 2020, we saw a strong shift toward empathetic, unity-based messaging from brands. Savvy businesses that swapped out their more direct sales pitches in favor of educational and community-oriented content saw a 48% higher customer conversion rate. This is because brands that delivered educational content retained a higher number of their customer base, as well as gained a new market of supporters. Consumer preference for value-driven messaging has not disappeared—shoppers want to see their favorite brands continue to demonstrate a strong commitment to community.
To enhance the value of your messaging, you can leverage multiple outlets, including:
• Creating a blog to share tips and insights • Sending out a regular newsletter • Posting consistently on social media • Keeping your paid posts sympathetic and transparent
Maintaining a strong digital presence is one of the most important steps businesses can take to remain relevant to their customers. As the use of online search continues to increase, businesses with a high brand visibility will fare better over businesses that continue to rely on in-store foot traffic.
Digital marketing tactics such as Search Engine Optimization (SEO) and Search Engine Marketing (SEM) work in tandem to elevate your online presence:
• Search Engine Optimization (SEO) organically builds your website’s ranking in local online search. This is crucial to your online success, as 90% of online users only look at the first page of search results. • Search Engine Marketing (SEM) turbocharges your brand awareness by featuring paid ads in prominent locations such as the top of search engines and in social media feeds.
People who work from home are using social media more than ever. Instead of just checking Facebook and Instagram on lunch breaks, employees are now browsing their feeds throughout the workday, even during conference calls. Social media is used as a source of discovery, especially among younger generations, to learn about brands and products.
With social media becoming the new version of search engines, businesses should maintain an active posting schedule and leverage a blend of organic and paid posts. Organic posting allows brands to show a more personal, “inside” look at their business and build consumer connections, while paid posts appear in the newsfeeds of promising leads who are not yet following that business on social media.
Along with the growth in social media comes an increased expectation for business owners to use social media as a form of customer service. Consumers aren’t just using social media to browse—they are turning to direct messaging apps to communicate with the brands they’re considering making a purchase from. As a result, direct messaging use is also on the rise—Facebook Messenger alone is predicted to reach 2.4 billion users by the end of this year.
We highly encourage businesses to invest in digital strategies in order to connect with the growing number of qualified leads who spend the bulk of their buying journey online. Businesses who don’t adapt their marketing approach to match consumers’ online shopping habits will miss innumerable sales opportunities. Instead of waiting for shopping habits to return to pre-pandemic procedures, we all must look ahead and embrace the digital change.
Please click anywhere to continue browsing our site.