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Online Shopping Digital Marketing

How to Promote Your Online Shopping…Online

Does your store offer online shopping? Do your customers know about the program? …are you sure that they do? Online shopping is part of the future of grocery retail. In 2016, one in five shoppers had an online purchase and that will likely increase to one in three this year. Yet in a survey of 500 consumers, 41% of shoppers didn’t know if their stores offered online shopping (2017 Online Shopping Forecast). As Kate mentioned in a recent blog post, online shopping isn’t an “if you build it, they will come” program. When launching an online shopping program, your marketing and advertising campaigns need to inform your customers about the program and teach them how to use it. Kate also noted that digital marketing is key to these campaigns. While in-store promotion is necessary, digital marketing will point customers directly to the online shopping platform and that gives them a chance to see it and hopefully try it! Here are some examples of AWG retailers who are using digital marketing to promote their online shopping programs: Website Do more than…

https:// secure connection

SSL Certificate = Secure Connection

I used to think only websites that accept credit card information need an SSL certificate. Although those websites do need the highest level of security, they are not the only websites that need a certificate. SSL stands for Secure Socket Layer. It is used to validate your website’s identity and encrypt the information sent to and received from your website. This keeps hackers from being able to see and steal private information. Source: dzone.com Internet browsers are now making it more apparent when a website does not have a certificate by showing some of these indicators. In most cases, this is nothing to be alarmed about, but it does give customers a sense of insecurity. Some people viewing these websites feel vulnerable to having their personal information stolen or publicized. Although the majority of our retailer websites do not require a customer to sign in when viewing the website, we do offer an option to register and sign in. Registering gives customers the ability to sign up for email newsletters or text messaging. They can save shopping lists and recipes,…

Screenshot example of Monthly Google Analytic Report

How to Read your Monthly Analytic Report about your Website Traffic

If I am the person you call to make changes on your website, you might have noticed a new report in your email the past few months. The report is sent the first week of each month. We now send out monthly reports about your website traffic. Look for an email with the subject: “(Your store name) Website Report”. If you can’t find one you might also try looking in your spam folder or search for “From” noreply-analytics@google.com. Attached to this email you should find an attached .pdf file: “Analytics All Web Site Data (your store name) Website Report (beginning and end dates).pdf”. If you can’t find this report and would like to see it, shoot me a email with the address of where it should be sent or your phone # so I can give you a call. Here are some guidelines to help you read this report: Q: What is a “Session”? A (from Google): A session is a group of user interactions with your website that take place within a given time frame. For example a single…

Less is more graphic using math symbols.

Why Less is best for website page design

When a retail member asks me to put up a new slider, I like to follow up with the question, “Which current slider would you like me to take down?” I know, you’re trying to make things happen, and it seems like I’m going the wrong way. So I’d like to take this opportunity to let you know why. We like to set a limit of 4-5 sliders per website. Changing them often is great, but any more sliders and we just don’t think your customers will have the patience to look at more. I read this article that does a great job of explaining why less is more: Choice Paralysis: 3 Ways the Number of Choices Impacts Conversions It’s called “Choice Paralysis” and as a consumer, I can totally relate.  It’s a situation where a customer can’t make a decision on a purchase because they are faced with so many choices that they end up paralyzed. I’m sure you’ve seen this; a customer who spends more than an hour in your store may be suffering. When a customer is…

Graphic for Wordcamp Kansas City 2017.

WordCamp recap – Digital Business Decisions

“Entrepreneurs are the most creative, risk-taking people, but they are in denial of what they really need.” —Melissa Roberts, speaker at WordCamp Kansas City 2017. While I was at WordCamp – Kansas City, I sat in on a session targeted toward business owners. I walked away with some good questions for our retailers to ask themselves when they are considering a website or other digital marketing services for their store. 1. How complex should my website be? How serious am I about my business? Is it a business or a hobby? 2. Who is my customer? What are their demographics and interests? 3. Where and how does my customer make buying decisions? (website, social media, email) 4. What is my brand identity and positioning? What is my unique value proposition (UVP)? A UVP is a clear statement that describes how you solve your customer’s needs and what distinguishes you from the competition. 5. How much should I pay for a website? Some entrepreneurs want to do their own website, then find they are spreading themselves too thin and do not…

Graphic for Wordcamp Kansas City 2017 event.

Website DIY

I attended a conference last weekend called WordCamp KC. I learned about plugins used to help keep track of your site’s SEO, tips to increase your sites speed, and do’s and don’ts for easy to understand navigation. New tools were presented to help organize new sites, tips for giving presentations website related, how to debug for problems that arise, ways to optimize images, I even learned a little bit about plug in development. While looking over my notes I’m asking myself, “How is this info I learned going to help an AWG retail member?” So I want to step back from the details and look at a bigger picture. Maybe not as bad as a doctor, but when people I talk to find out I’m a Web Designer, I get lots of questions. Mostly, “How much does a website cost?” Where is the best place to buy a domain name? Most of these questions are backed by a personal story. Some people are thinking about starting a business, others already own a business and others work for someone who owns a business. Then there are those going to school who plan…

Google My Business logo.

Claiming Your Google Places Listing

How often do you Google a local business in your area? Your customers are doing the same thing with your grocery store on a regular basis, so it’s important for you to be able to control what they see when they Google your store. But how do you do that? How do you manage the information that comes up on the most popular online search engine? The answer is: Google Places. Google Places allows you to list the exact location and address of your store on a map in Google, with all relevant store information to help your customers find you when they are not only looking specifically for your store but also when they are looking for specific services your business provides. According to Google, “simply being listed gives you a boost in rankings for your main website and therefore leads to more traffic.” Google gives you the option to include as much or as little about your business as you want on your Google Places listing. This includes coupons, special offers, videos, images, opening hours and preferred payment…

Brainstorm notes of elements that contribute to a brand.

Branding Strategies for Consumer Engagement

As marketers, our most notable objective is to engage with consumers. While that sounds nice, it is often a pretty difficult objective to excel at consistently. Consumers are fickle, their attention is being pulled a million different ways, and our message may one day be their priority, but the next day may not. One way to cut through the clutter is to deliver a recognizable brand experience. At a recent Kansas City Direct Marketing Association luncheon, Darryl Mattox from Gragg Advertising and Julie Pinedo from Guadalupe Centers talked about how a rebranding project led to more consumer engagement. Conduct Surveys The first step of the rebranding project was to conduct a consumer survey. This survey was to all Guadalupe Centers stakeholders and delivered in both online and printed form and in Spanish and in English to ensure equitable participation. While the survey asked for specific feedback, it also gave the team the opportunity to take the temperature of others on the rebranding project and see what opposition they might face along the way. There were five consumer survey best practices…

Photo of clipboard with check list.

What to do? Evolving Your Traditional Marketing

With all the different ways of marketing to consumers these days, retailers sometimes have a hard time knowing where to spend their money. We all know that as the options for marketing expand, the amount of money to spend on them stays the same. With vendor funding evolving as well, sometimes this bucket of money to spend on marketing is even shrinking. This leaves retailers asking the question: What should I do? Have a website. If you don’t have a website in 2017 consumers might wonder if you’re even in business. Google processes 3.5 Billion searches each day. It’s the default way people find information. If you don’t have a website, you aren’t helping consumers find you or information about your store. Sharlyn wrote a blog post about why you need a website, you can find it here. Whether you already have one or need one, make sure it is mobile responsive, optimized for search and gives your brand authenticity, Google and other search engines care about all those things when showing search results to consumers. Participate in rebate signage…

Photo of several light bulbs in a pile.

List of January content ideas to attract customers to your website by using keywords

[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default”][vc_column_text] Do you watch the AWG Freshen Up Videos? Great seasonal content ideas for your website is just waiting to be discovered using the information mentioned on this January Merchandising Video. Review the custom pages on your website to see if you can add/change content to a page already created. For each page ask yourself if your inventory matches items in these 4 categories: Soup Ingredients, Fighting the Flu Season, Eating Healthy, and Snacks for Game Day. Here are some keywords to use and links for ideas: MEAT DEPARTMENT – Eat Healthy: Boneless Skinless Chicken Breast, 96% vs. 80% lean ground beef http://www.beefitswhatsfordinner.com/nutrition.aspx http://www.porkbeinspired.com/nutrition/ Game day: Make your own Chicken Wing Personality Test DELI DEPARTMENT – Eat Healthy: Rotisserie Chicken Game Day: Summer Sausage, Cheese, Deli Salads, And Party Trays GROCERY: Game Day: Chips, Pretzels, Popcorn, Nuts, Rotel, Velveeta, and Crackers Healthy: Croutons, Salad Dressing Flu Season: Hot Beverages FROZEN: Taquitos, Pizza, Meatballs, Little Smokies SEAFOOD DEPARTMENT: What are the healthiest seafoods you can buy? Game Day: Shredded and Chunk Cheeses Healthy: Veggie Dips PRODUCE: Items that go in a soup: Brussels…