In the U.S., the sale of the year happens during the Black Friday and Cyber Monday shopping period. For consumers, it's a chance to purchase products at competitive discounts. For retailers, it's an opportunity to generate an outsize amount of revenue to offset the sales slump from slower months. Outside of these popular sales events though, many brands struggle to maintain a consistent inflow of customers.

At my company   Amerisleep, we've learned how to season-proof our business, allowing us to maximize revenue throughout the year rather than relying on sales weekends to keep our finances healthy.

To minimize our reliance on shopping periods, we invest in brand and direct response marketing. This increases consumers' familiarity with our products and their willingness to buy now instead of waiting for a bigger promotion later.

Below are just a few ways in which you can increase customer orders during non-sales seasons.

1. Improve organic SEO for generic and trademarked terms.

Data from a 2014 survey by Moz shows that the top result for a Google search receives over 30 percent of all clicks. The same study also reveals that more than 71 percent of searchers won't even bother to advancing to the second page before making their decision.

To capture more market share, you'll want to prioritize your organic SEO strategy. Include trademarked terms to engage audiences who are already familiar with your brand and target generic search terms to attract customers who haven't yet heard about you.

All throughout the year, consumers are eager to learn more about your products and industry. Create content that addresses their questions and ranks well in the search results to consistently secure new sales.

2. Audit your conversion funnel and update bottlenecks.

In today's digital-dominated world, the assumption is most e-commerce brands already offer an optimized website experience. And yet, we all still come across pages and stores that seem to place more obstacles than opportunities for us to complete a purchase.

Casual consumers who aren't incentivized by a deep discount won't tolerate bottlenecks that overcomplicate the checkout process. People are perfectly comfortable waiting several days to receive their product, but not several minutes to place an order.

To overcome this, you should analyze every step of the online shopping experience to ensure all pages, images, modules, and lines of code work cohesively to facilitate higher conversions. Each element of the marketing journey, product discovery, and product education process must be logical, fast, and relevant. As customers move to complete their purchase, your website should guide them through to minimize cart abandonment and add value to every stage of the funnel.

3. Strategically bundle products together.

Product bundling is an effective way for e-commerce companies to increase their average order value and offer strategic discounts to customers during non-sales periods. When shoppers buy a product bundle, they can take advantage of on ongoing deal and feel less compelled to wait for larger discounts later.

Of course, another way in which consumers win with product bundling is when your package deal includes items that complement each other. For instance, our Amerisleep Adjustable Bed Package provides shoppers with their mattress of choice and an adjustable base so they can experience a more technologically-advanced and comprehensive sleeping experience.

4. Implement a cohesive retargeting strategy.

In order to consistently attract customers outside of the traditional sales seasons, you have to invest in developing brand awareness and nurturing new leads. Since doing so can be costly, you'll want to make sure every dollar you put into your marketing spend can convert back into positive and tangible ROI long-term.

Research from a 2014 report by Episerver suggests, "92 percent of first-time visitors to a website do not intend to make a purchase." So, if you aren't prepared to engage them after they leave then you automatically discard 92 percent of your marketing investment.

To maximize the value of your marketing budget and generate more revenue throughout the year, deploy retargeting ads to re-engage shoppers who've heard about you in the past and need additional information before they're ready to place an order.

Published on: Jan 22, 2019
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