Put more money on methods that are productive. You might have to try out a few methods before deciding which one is effective. One channel makes it possible to capture the attention of clients better than others without consuming a fortune. You must have data on different channels, how much is spent on each and the returns you are getting. You avoid putting more money in a hole that is not generating any returns.
Watch your rivals but do not compete unless you can get returns. The competition here is to sell more and not to spend. Your financial muscle might not allow you to compete with some brands. This calls for creativity so that the little you spend delivers expected returns.
Advertising budget should only be scaled up where there are returns. Set aside funds for testing different channels or take on them one-at-a-time. Collect data and either add the resources or minimize based on returns. There is a limit beyond which more spending does not add any value.
Collect and use data to your advantage. Invest in report and data collecting tools for all channels you are using. The data collected will tell you of amount invested and the returns obtained. The data helps you to cut down or upgrade the campaign. The data will also help you track the actions of visitors to your website to determine why they are abandoning the search or cart. Your steps must be guided purely by data.
Use content that is captivating and memorable to engage your potential clients. All clients are faced with a wide range of options on content. They only turn to brands or products that captured their imagination. Endeavor to be the brand that captured their imagination. Diversify content into video, images and text on different platforms to make it engaging.
Return to clients who engaged or bought from you in the past. A client only engages a brand that he or she trusts. Since the trust has already been established, it should be milked to the maximum. Send emails to them and use personal details provided to introduce new products. Such clients become your valuable ambassadors and will always return to your store.
Use the feedback obtained from your clients or visitors to your site in making informed decisions. They will leave both positive and negative comments. Do not ignore any of these comments because they have meaning. Polish your strategies based on feedback obtained. If a client feels neglected, he or she will never return or will require you to spend more to get him or her back.
The ultimate step is to develop and stick to your budget. Add to your expenses or reduce based on returns obtained. Data will tell you where to place your money and how much should be spent. With the assistance of a professional, your expenditure will be reasonable and cover all the channels where your clients are likely to be found.