The year is almost coming to a close, and there is still time to make those sales. Having a comprehensive digital marketing plan will most definitely help cut through the noise and boost your digital ROI by driving sales to your business.

How do you go about this, you may ask?

Use data to know your audience

Understanding the needs of your audience is the first step to creating a valuable digital marketing plan that can increase in-store sales. Analyzing trends in data can help determine the behaviors, interests, and demographics of audience segments. Collecting data from a variety of different sources such as search, social, customer relationship management (CRM) systems, and third parties will provide insights into how users are finding and engaging with your brand today. By understanding how users behave, where they interact, and what content they see engaging, you can develop targeted campaigns and content that can maximize your return on investment.

Build content around audience segments

Developing personalized content is critical for increasing user engagement and visibility in organic search results. By producing content frequently, search engines will continuously crawl your site and users will remain involved in your brand.

To turn engaged users into sales, create content that speaks to the needs of individual user segments and encourages them to move offline with clear calls to action. The material is more encompassing than written articles, so offer your fans different ways to stay connected through downloads, images, videos, are more. Encourage users to interact and share content to organically promote your brand and create a buzz that can carry offline.

Target Customers and Amplify Content through Advertising

Once you understand what your audience is looking for online, you can use paid advertising to increase your visibility and offline sales. Studies show that when searching for commercial goods, users are almost twice as likely to click a sponsored ad over organic content.

The complete customization within digital ad management allows you to have significant control over your advertising results. Targeting enables individual segments of users to have specialized content shown at specific times, locations, and placements online.

By leveraging these tools, you can showcase unique product coupons to different segments or leverage geo-targeting to have your ads appear within a certain distance from your stores. The expansive options of ad placement available (search, social, mobile, retargeting, banner, and more) allow full control over distributing your ads exactly where your users are searching.

Expand Customer Relations to Drive Online Support

Customer support is no longer limited to store managers and call centers. Whether you’re involved or not, customers are discussing your brand online and therefore influencing the purchase decisions of others. Join the conversation by monitoring your social pages carefully and responding to users who reach out.

Review sites are another opportunity to reward users who love your brand and solve the problems of those don’t. Remember that those users online are your real customers and can have a significant influence on your sales offline.

Track Results and Optimize for Ongoing Success

Analyzing data helps measure the ROI of your online efforts. By looking at data from your search, social, and website campaigns, you can examine which content is best at drawing engagement from users.

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