Creating marketing materials for online sales is a lot easier than you’d think. Thanks to the power of good design, data, and copy, you can achieve the perfect blend of form and function that will make selling online easy for any business.
In this article, we’ll discuss the basics of creating online marketing materials that will get consumers to buy your products or services.
Understand the Demographics of Your Target Audience
If you’re designing marketing materials for online sales, then you already know that your target audience is mainly non-digital users. This means that you’ll need to consider the paper-based, non-digital world when designing your products and campaigns.
While it’s important to understand the demographics and psychographics of your target audience, it’s also essential to understand the needs and wants of your specific audience. To put it simply, digital marketing is essential to understanding human behavior and engagement rates in today’s world. So if you want to design a successful digital marketing campaign, then you need to understand the wants and needs of your target audience. This involves doing extensive research and analysis, as well as gathering opinions through surveys and interviews.
Understand the Conversion Pathway
What happens after a consumer has landed on your website but before he makes a purchase? This is a question that you need to ask yourself, because this is what you’ll need to design your marketing materials around. The answer will help you understand what makes your product or service special and why people should buy it. Knowing this will allow you to craft marketing materials that will get consumers to convert and become paying customers.
Like many businesses, you probably have a mix of website traffic coming from organic searches and direct traffic. Organic searches occur when someone uses a keywords in the search bar or links to your website from another website. Direct traffic occurs when a consumer has landed on your site directly, without using any search engines or other websites to find you. Everyone uses search engines, so it would be a missed opportunity if you’re not appearing in the search engine’s results for relevant keywords.
Once a consumer has visited your site, you have a chance to grab his attention and convince him to visit your company or brand in the future. This is where your online marketing materials come in. With your materials, you’ll want to consider the following:
The first step in the conversion process is attracting interested consumers to your site. Your materials should include all the necessary information a potential customer needs to make an educated decision about purchasing your product or service.
What will draw potential customers to your site? Is it the amazing prices you offer? Is it the convenience of purchasing from a local store? Is it the brand recognition and name recognition of your product or service? If you can nail down the motive behind your target audience’s interest in your product or service, you’ll be able to craft compelling marketing materials to draw in your audience.
Once you’ve attracted the interest of your target audience, you’ll need to move them along the conversion path to make a purchase. This is where things can get a little tricky. You don’t want to over-educate your audience, and you don’t want to assume they know enough about your product or service to make an informed decision. Your materials should walk your audience through the various stages of the conversion process, helping them along the way.
What are they looking for? What are their questions? Take some time to really think about this and design your materials accordingly. It is also essential that you understand your customers’ expectations and the steps they’ll need to take to reach the ultimate goal — making a purchase.
Once a consumer has visited your site and made an interest in your product or service, you’ll want to move them through the conversion process and get them to make a purchase. To do this, you’ll need to develop a plan, and your materials should help you implement this plan.
Your plan should consist of the following:
- Tactics to increase web traffic to your site
- Optimization of the website for maximum conversion
- Measurement of the effectiveness of your marketing campaign
- Continuity, or the ability to sustain interest in your product or service
You’ll also want to design your materials to establish credibility and trust with your audience. This means using words such as ‘accountability’ and ‘transparency’ in your messaging. Displaying your experience and expertise in your materials will also contribute to establishing trust and credibility.
Let’s say that you’re selling kitchenware and you’ve designed a website to promote your product. Your target audience is mostly women between the ages of 18 and 34. These are the consumers that you’ll need to appeal to in order to make a sale.
If a consumer clicks on an online ad or opens a social media account and sees that a popular or well-known brand or business has tweeted or posted about the product, this could increase the chance of that consumer buying the product. So it’s important that your materials appear to be legitimate and that you aren’t trying to over-promote your products or services.
Crafting a sales page that will get your target audience to convert and make a purchase is a lot easier than you’d think. Thanks to the power of good design, data, and copy, you can achieve the perfect blend of form and function that will make selling online easy for any business.