With tax season upon us and the warm weather just around the corner, it’s time for retail businesses to start thinking about how they can use digital advertising to attract customers eager to spend their tax returns. This is especially important for retail industries that benefit from warmer weather, such as:
- Car dealerships
- Home improvement and building supplies
- Lawn & garden
- Motorcycles and ATVs
- Boat dealers
Let’s look at some of the best strategies for boosting your digital presence and getting customers to spend their hard-earned money with you.
Targeting Customers through Social Media and Social Mirror Ads
When it comes to digital advertising and social media ads are one of the most powerful tools available. By creating targeted ads tailored specifically to those who have expressed interest in your industry or services, you can reach more potential customers than ever before. You can also use advanced targeting options such as location, age, gender, or interests so that your ad is seen by exactly who you want it to be seen by. Social mirror advertising is another digital tool that uses your social posts and displays them across non-social platforms, which allows you to use even more targeting categories.
Using Retargeting Ads to Bring Back Lost Customers
Retargeting is another great way to get customers to spend their tax returns with your business. Retargeting involves using cookies or pixels to track visitors who have previously visited your website or interacted with your brand in some way. You can then serve these individuals relevant and timely ads reminding them of why they should buy from you now that they have an influx of cash from their tax return. Retargeting is incredibly effective because it allows you to target people who already know something about your brand and likely have an interest in what you are selling – making them more likely to convert into paying customers.
Optimizing Your Website for Mobile Devices
Because more and more people are accessing websites via mobile devices, businesses must optimize their websites for mobile users. You wouldn’t want to miss out on potential sales due to poor user experience. Making sure your website has a responsive design that works across all devices ensures that no matter how someone accesses your website, they can navigate it easily and quickly find what they need. This is especially important when trying to entice customers into spending their tax return on products or services from your business!
Success Stories – Social Mirror Ads Driving Sales for Hyundai Dealership
One Hyundai Dealership utilized several digital marketing strategies to drive people to their dealership for test drives, trade-ins, and purchasing a new or used car/SUV. By adding in YouTube Social Mirror ads, they were able to extend the reach of their targeted audience by targeting consumers with specific behaviors such as:
- “In-Market for Auto Loans”
- “In-Market for Autos & Vehicles”
- “In-Market for Hyundai”
Utilizing a 30-second YouTube video for YouTube Social Mirror ads, users could “like” the post, share the post, or click “Shop Now” and be brought to the dealership’s website to browse the new and used car inventory.
Success Stories – Luxury home builder and high-end remodeling company hits the jackpot driven by IP targeting, Retargeting, Keyword, & Behavioral Targeting
A luxury custom home and remodeling company located in the Midwest wanted to create raving fans and generate referrals. The solution was a three-month campaign that included Retargeting/Keyword/Behavioral and IP targeting to support two spring direct mail drops. The primary focus of the campaign in the first month was promoting a local home show; in the last two months, the creative was designed around “high-end kitchen remodels”.
The builder provided names and addresses from their database, and a separate landing page was created from the main website to track the engagement and capture and analyze key metrics. With an investment of $1500/month, the campaign delivered 50,000 impressions per month.
The builder also implemented “Match back” reporting to compare the initial list that was targeted in the first half of the campaign with data captured throughout the campaign. The reporting showed that digital advertising was directly responsible for:
- 17 leads generated
- Three design projects sold at an average value of $500-$2,500
- Three full remodel projects sold at an average value of $20,000-$50,000
- Over 400,000 impressions served
- 518 clicks back to the website landing page resulting in a very healthy 0.13% CTR.
Success stories – Powerful results with a Mobile Conquesting campaign for the power sports industry (motorcycles, ATVs, etc.)
A company new to the Powersports market with a new line of ATVs and bikes wanted to stand out in a competitive trade show environment to increase brand awareness, capture dealer leads, and provide trackable metrics for measurable results.
Using hyper-targeted mobile exchanges, the company implemented a Mobile Conquesting strategy targeting potential dealers and in-market consumers attending a major industry trade show or those staying at a hotel within a one-mile radius. By mapping the event locations, they used geo-fencing and geo-retargeting to capture mobile IDs and deliver multiple high-impact digital ads to those cell phones during and after the event. The ad campaign saw powerful results:
- An overall Click-Through-Rate (CTR) of 0.84% (more than 12x the national CTR average).
- 500% increase in page views (500%)
- 1000% increase in Facebook reach (1,000%) around the launch event
- Generated over 40 leads for their new line.
As you can see, there are many ways retail businesses can use digital advertising strategies, such as social media ads, retargeting campaigns and optimizing websites for mobile devices to get customers to spend their recent tax returns on products or services from their businesses this year! Taking advantage of these strategies can help increase sales now – while setting up a strong foundation for future success! Make sure you check out all the possibilities available through digital advertising so that you don’t miss out on increased revenue this spring!
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