The goal of your online catalog, website content, and other digital marketing literature should be to convert visitors into prospects. Once you have their contact information, you can start working on leading them to a purchase. Sounds simple, right?
Well, it's not. In fact, only 30.8% of small businesses in North America are satisfied with the volume of clients they are getting online. Small- to medium-size businesses require a clearly defined yet adaptable brand strategy to attract visitors and ultimately convert them. Here is a digital publishing platform plan you can use to build brand value and bring in more clients.
Know Your Brand
The strength of any company rests on its brand equity — without it, you'll have a tough time convincing visitors that your product catalog includes anything worthwhile. Before you can begin building brand awareness, brand association and a perception of quality, you must define yourself. You must answer your "why."
Start with your brand's tagline. It should embody both your mission and your promise. It should be simple and succinct yet impactful. Take Nike, for example. The brand's slogan, "Just Do It", is not only easy to remember, but it also drives home a powerful message. In short, it inspires.
If you are using an online brochure maker or flipbook creator in your marketing mix, make sure your brand's message and values are on full display and positioned to attract and delight potential buyers. If you do this well, your visitors will develop awareness of, and positive associations with, your brand — and you'll be building brand equity.
In today's connected world, consumers want to learn — they want to know how products can solve their problems. They want to engage rather than just listen.
And, that's why traditional ads don't work well anymore. Consider these statistics on the decline of traditional ads: 86 percent of people skip TV ads, and 70 percent prefer learning about a company via online content such as articles, blog posts and video tutorials. Here's an example from one of our demo catalogs that use animations and video to engage readers.
Your online catalog should not sound "salesly" though. Don't push products and say over-the-top stuff. That won't propel your brand in the right direction. Instead, focus your efforts on creating catalog content that spreads knowledge about how your products can solve the issues your customers face. This will make consumers more trusting of your brand and more likely to sign up for your contact list.
Knowing your customer is key to your growth and success as a business. The problem is that actually getting to know customers is proving to be difficult for many small- and medium-size companies.
It's hard for big corporations, too. Kodak, once one of the most iconic brands in the camera industry, is a cautionary example. From 2007 to 2012, Kodak's stock value went from $90 per share to 76 cents. What was the reason for such a decline? The company did not notice or care to evolve with changes in the industry and technology. It failed to transform the brand and accept that customers were gravitating towards digital cameras, and so it fell off a cliff as others, including Sony and Fuji, took over the space.
Since all research points to the fact that customers want a more personal retail experience, it's absolutely paramount that you continually study your customer. You must not only give them what they want but also anticipate what they will want. The world of online shopping is a fluid landscape, and your brand must be ready to adapt with the times and meet customers where they are.
If you embrace technology and are able to intelligently integrate it into your marketing operations, your online catalog will have greater success at personalizing the customer experience and offering the people what they want. A good way to do this with an online catalog is to analyze visitor activity. Take note of where your visitors look, what they save into shopping lists, and how long they spend on certain pages. With this data, you'll have a clearer understanding of your potential buyers.
You can build a connection to your brand and still not be able to build a list, though — visitors are not going to hand over contact information for nothing in return. Now is the time to form actionable strategies to get visitors to sign up for your list. Impress them with customized promotions, discounts, and other offerings in exchange for their email, phone number or other contact information.
And, don't limit promotions to just coupons. Even free webinars and white papers that offer information about your brand and products can entice prospects to join your contact list. Make sure to tailor offerings to your industry and the needs of your particular market. Also, note that with the demand for such customization, it's crucial that your calls to action (CTAs) stay in line with your brand's message.
Nurture to Conversion
There is still more work to do. If you want to nurture the connection to your brand that resulted from your online product catalog, you must reach out quickly.
Even after gaining a contact, you must continue to promote your brand the same way you did in your online brochure. In your emails, phone calls and other follow-ups with prospects, stick to the strategy — spread your brand's impressive value, educate about your products, learn about the client's needs, and then offer a great reason to purchase.