In an increasingly connected world, seamless experiences are not just appreciated but expected, especially in the digital world. Adopting an omnichannel digital marketing strategy is necessary for businesses looking to stay competitive in 2024. 

Suppose you are a business owner, marketing coordinator, or digital marketing agency trying to dive into multiple digital marketing channels to boost your business or client’s revenue. In that case, you are in the right article! This comprehensive guide will help you understand why omnichannel marketing is essential, what it entails, and how to maximize its potential for your business.

What Exactly is Omnichannel Digital Marketing?

At its core, omnichannel digital marketing is a cross-digital-channel strategy to improve user experience and drive better relationships across all contact points. Unlike traditional marketing methods, an omnichannel approach considers each channel and device a user will interact with as part of a unified experience.

To understand it better, let’s see what a common digital customer journey could look like: 

Navigating the Digital Customer Journey

The digital customer journey maps out potential customers' path from discovering your brand to purchasing and beyond. It's divided into three critical stages, often referred to by their acronyms:

1. TOFU (Top of the Funnel)
2. MOFU (Middle of the Funnel)
3. BOFU (Bottom of the Funnel)

Understanding these stages is key to crafting targeted strategies that guide prospects through conversion. See below an explanation for each one:

TOFU (Top of the Funnel)

This initial stage is all about awareness. Prospects are encountering your brand for the first time. They might have stumbled upon your blog, social media post, or ad. The goal at this stage is to grab their attention and provide value, typically through informative and engaging content that addresses their pain points or sparks curiosity.

MOFU (Middle of the Funnel)

Here, potential customers are evaluating their options. They recognize their need and are considering how best to fulfill it. At this point, your marketing efforts should demonstrate your product or service's value and how it stands out from competitors. Case studies, product demonstrations, and expert guides are particularly effective at nurturing leads through this phase.

BOFU (Bottom of the Funnel)

This is the final leg of the customer’s journey, and it is when decision-making occurs. Leads at this point are ready to convert into paying customers. The marketing content here is geared towards sealing the deal—think offers, free trials, or consultations—and addressing any last-minute objections or questions that might prevent a purchase.

Businesses can significantly improve their conversion rates and build lasting relationships with customers by understanding and strategically targeting each stage of the digital customer journey with appropriate channels. Now it’s time to talk more about them!

Maximize Reach and Impact Through Digital Marketing Channels

The beauty of omnichannel marketing lies in the diversity of channels it encompasses, each offering a unique touchpoint:

Website 

Creating a responsive and well-designed website is crucial for establishing a strong online presence. Website services encompass various aspects strategically positioned throughout the customer journey, including web design and development. 

It all works together to attract and engage customers from their initial interaction with your brand online. The design aspect focuses on creating an aesthetically pleasing layout that aligns with your brand identity, while development ensures functionality and responsiveness across different devices. 

Organic Searches (SEO)

SEO helps websites rank higher in search engine results pages (SERPs) by optimizing various aspects such as content, keywords, and website structure. User Experience (UX) plays a significant role in SEO by ensuring visitors have a positive experience on the website. Factors like page load speed, mobile responsiveness, and easy navigation contribute to a good user experience, which can impact a website's SEO performance.

Content is another key element of SEO. High-quality, relevant content not only attracts visitors but also helps search engines understand the website's purpose and relevance to users' search queries. Websites can improve their SEO rankings by creating valuable content that aligns with user intent.

In the customer journey, SEO can be present at different stages:

• Top of the Funnel (TOFU): At this stage, SEO can create awareness by targeting informational keywords that address users' needs and questions. Content like blog posts, guides, and infographics can help attract users who are in the early research phase.
• Middle of the Funnel (MOFU): SEO can target keywords that indicate user interest and intent in the consideration stage. Content such as product comparisons, case studies, and testimonials can help users evaluate their options and move closer to making a decision.
• Bottom of the Funnel (BOFU): SEO can target keywords related to specific products or services at the decision-making stage. Optimizing product pages, pricing information, and customer reviews can help users make a final purchase decision.

Paid Ads

Leveraging the power of paid ads, such as Google Ads, Microsoft Ads, and Facebook Ads, plays a crucial role across the customer journey stages.

• At TOFU, these ads can raise awareness by targeting relevant keywords to reach a broader audience. Example: Display and YouTube ads.
• Moving to MOFU they help nurture leads by providing more specific information to those showing interest in your offerings. Example: Search Ads.
• Finally, at BOFU, paid search ads can drive conversions by strategically targeting potential customers who are ready to purchase. Example: RLSA.

Pro-Tip: Choosing which channels to focus on depends on the business goals. While all channels can be useful in some cases, they might not be the same for all. Always do the exercise of studying your target audience and exploring what channels they are constantly using.

Benefits of Using an Omnichannel Marketing Strategy

If, with everything stated so far, you are still wondering if this complete strategy is worth it, let’s take a look at some of its major benefits:

1. Enhances customer experience through consistent messaging and seamless transitions between channels.
2. Builds brand recognition by maintaining a uniform presence across all platforms.
3. Increases customer engagement by meeting them on their preferred channels.
4. Facilitates better data collection, helping to understand customer behaviors and refine marketing strategies.
5. Ultimately, it leads to higher conversion rates and customer retention by personalizing the customer’s shopping experiences.

Example of an Omnichannel Strategy and How It Helped the Client

The Area of Opportunity

This client focuses on asbestos abatement and a strategy focused on paid ads to generate leads (calls and contact forms). However, we reached a point where it generated no conversions despite changes in bidding strategies, campaigns, ad copies, etc.

The clicks were there. However, what happens with the users once they go to the site? This is the question that led us to see that things were missing:

• Specific pages for services
• Content that describes the services and generates trust (for example, reviews)
• Descriptive headings and a proper hierarchy

The Omnichannel Strategy Used

Therefore, we worked on an SEO strategy that complemented the paid ads. It included:

• Keyword strategy
• Keyword placements and word count
• Page additions
• Readability check
• Headings hierarchy
• EEAT content addition
• Clear why us section

The Results

After implementing all the changes, we experimented with an increase in conversions:

Time to Get Started!

Commencing with an omnichannel approach requires a commitment to understanding your customer base and the various marketing channels they frequent. Initially, an audit of current channels and customer data is vital. The next steps involve setting clear goals, mapping the customer journey, and integrating channels to deliver consistent brand experiences. After that, continually collect data, measure outcomes, and adapt your strategy to optimize omnichannel experiences.

Starting an omnichannel marketing strategy may feel overwhelming, but its efficacy in creating connected and seamless customer experiences cannot be overstated. Whether you want to enhance your existing single channels or develop a robust omnichannel approach, now is the time to make that leap. After all, in 2024, it’s not just about being present across various platforms—it’s about creating a harmonious symphony of interactions that keep your audience engaged and loyal.

Finally, if you need assistance working on these strategies, do not hesitate to contact our expert strategists. 

What if you could reach millions of users who match your ideal customer? Great news, you can with PPC.

Before we discuss how we did this for our client, let’s quickly dive into the basics of PPC and how it can impact your business. 

PPC is a form of online marketing that allows businesses to strategically place ads in search engine results for specific keywords. Businesses pay each time a user clicks one of their ads. 

It can impact your business because, if done well, it can lead to immediate visibility and traffic.

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Initial Assessment of Our Client’s PPC Goals

Before planning out a campaign, it’s important to determine objectives. This is the first step to creating a PPC strategy as a digital marketing agency.

Our client’s business specializes in a weight loss program that allows people to regain control over their body weight.

When this client first onboarded with us, they wanted a solid strategy to build a robust digital presence for their business. They serve various areas in San Antonio, Teaneck, Oklahoma City, Portland, Bradenton, Paducah, Draper, and Scottsbluff.

In our conversations, they also added the desire to increase their leads through clicks and impressions.

This led us to prioritize two goals:

• Increase traffic by incrementing clicks
• Drive more conversion actions on their website

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Crafting a Winning PPC Strategy

As we craft a strategy, there are many things to consider. We run through all the marketing channels, budgets, and guidelines to ensure an overview of a client’s standing and interest. 

With this client’s goals and operating areas in mind, our team created a campaign segmentation focused on target locations.

• Keyword expansion based on targeted locations to reach more users searching those areas. Keyword expansion helps by broadening the list of terms for the keyword list and campaigns to help boost traffic.

• Search campaign to drive more conversions related to ‘bariatric surgery’ search queries. Search campaigns allow users to create sets of ads destined for Google's search results pages.

• Bidding strategy set to Maximize Clicks to increase traffic. A bidding strategy allows the advertiser to set price range they are willing to pay for a click on their ad. 

• Conversion tracking installation to push contact forms from website visits. Conversion tracking helps track user’s actions on a website after clicking on an ad. This helps reveal the effectiveness of a campaign.

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Results

Within a quarter, the results were monumental—a 3200% increase in conversions. We exceeded our client’s expectations in increasing traffic and conversions across campaigns. 

• Impressions increased by 141%
• Clicks increased by 100%
• CPC decreased by 41%
• Boosted Conversions by 3200%
• Reduced CPA by 96%

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White Label PPC

To put simply, we work with digital marketing agencies to expand books of business. We do this by offering tailored white-label PPC services. 

The benefits of outsourcing white label PPC services extends passed achieving stellar campaign performance. Working with our team also allows agencies to:

• Experience increased flexibility and customization for your brand
• Access to insightful resources and tools
• Rely on expertise and certification with Google and Microsoft Ads
• Work with upfront white-label PPC pricing 

Our team manages campaigns, sets up accounts, and tracks results while your team focuses on client relationships and rapport. Our roster of white label services can allow agencies to offer more to their clients. Products and services include:

• Google Ads
• Google Display Network
• Google Remarketing
• Microsoft Ads
• YouTube Ads
• Google Shopping
• Banner Ads
• Landing Page
• Video Content

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Conclusion

Achieving a 3200% increase in conversions can seem daunting, but with the right strategy and tools, it is well within reach. Our client's success story is proof of the effectiveness of setting goals and relying on experts to execute PPC campaigns that lead to excellent results. 

As our work displays, PPC advertising offers a number of benefits to businesses, helping them grow brand awareness and boost sales. Learn more about white label PPC with White Shark Media.

As the holiday season approaches, the digital marketplace transforms into a hub of eager shoppers, presenting a unique opportunity for e-commerce businesses. Did you know that, on average, e-commerce spending during the holiday season has been witnessing an annual increase of 14%, with projections soaring even higher this year?

For e-commerce owners, the holiday season is an ideal time to employ paid advertising strategies to maximize profits. However, it is not as simple as turning on a few advertisements and crossing your fingers—acting with intention and strategy is essential to make the most of this season’s digital opportunities.

That’s why we’ve put together this guide to help you understand how to effectively execute paid advertising for e-commerce during the upcoming holiday season.

Why Paid Advertising Strategies Matter During the Holidays?

The holiday season witnesses a surge in online shopping, and paid advertising is your ticket to stand out in the crowded digital marketplace. As the competition intensifies, relying on organic reach alone may not be sufficient.

Paid ad platforms like Google Ads, Facebook Ads, and Microsoft (or Bing) Ads offer an opportunity to power up targeted ad campaigns that drive real results and increase brand visibility. This increases the chances of converting prospects into loyal customers—especially during the holidays when people seek ways to purchase gifts quickly and conveniently.

As if that’s not enough, here are other perks of incorporating paid advertising into your strategy:

1. Instant Visibility

Paid ads offer the power to instantly put your products front and center, capturing the attention of potential customers who are actively searching for and ready to buy. Unlike traditional SEO strategies that require time to build and take effect, paid ads allow you to tap into a vast pool of engaged shoppers immediately, maximizing your chances of converting them into loyal customers.

2. Targeted Reach

With precise targeting options, you can tailor your ads to reach the audience most likely to convert, increasing the efficiency of your marketing budget.

3. Seasonal Promotions

Highlight your holiday ecommerce advertising with promotions through visually appealing ad creatives, attracting shoppers looking for the best deals during this festive season.

4. Make Data-Driven Decisions

Paid advertising offers a wealth of data to inform your marketing strategy, helping you decide where to focus your efforts and budget. 

Types of Paid Advertising for E-commerce

Before diving into the how-tos, let's explore the different types of paid advertising options available for e-commerce businesses:

Pay-Per-Click (PPC)

PPC ads allow you to bid on keywords relevant to your products and display your ad at the top of search engine results pages or on websites that have opted for ad placements. You only pay when a user clicks on your ad, making it an efficient and cost-effective option.

For retail businesses, there are several types of PPC campaigns that can be particularly effective. These include:

• Shopping campaigns: These campaigns are designed to promote specific products and appear alongside organic search results and on Google Shopping and partner websites. They are particularly well-suited for showcasing product images, pricing, and availability.
• Performance Max campaigns: These campaigns utilize automated machine learning to optimize ad placements across a variety of Google channels, including Search, Display, YouTube, Gmail, and Discover. They are ideal for reaching a wider audience and driving conversions.
• Display remarketing campaigns: These campaigns target users who have previously visited your website or interacted with your brand, displaying your ads to them as they browse other websites that have partnered with Google. They effectively remind potential customers of your brand and encourage them to return to your site.
• Remarketing campaigns: These campaigns target users who have previously visited your website or shown interest in your products or services, delivering tailored ads to them on the Google Display Network. They are great for staying top of mind and increasing conversions.

Get a Free PPC Audit From Us

Social Media Ads

With over 2.7 billion monthly active users on Facebook alone, social media platforms offer a vast audience to showcase your products. 

Display Advertising

Display ads appear on websites that have agreed to show them, typically as banners or pop-ups. These ads can be targeted based on the website's audience demographics or previous online behavior.

Retargeting Ads

Retargeting ads are a powerful tool for e-commerce stores, as they allow you to target users who have previously visited your website or added products to their cart but did not make a purchase. This type of advertising helps convert window shoppers into paying customers.

Tips for Making the Most From Your Paid Ads

Now that we've covered the types of paid advertising available, it's time to dive into actionable tips for implementing them effectively. These are the tips we can share based on our experience as a leading digital marketing agency:

1. Start Early and Plan Ahead

Be sure to start your paid advertising campaign before the holiday season is in full swing. Begin planning and creating ads well in advance so you can launch them at the optimal time.

2. Leverage Seasonal Keywords and Visuals

Incorporate holiday-specific keywords into your PPC ads and SEO strategy to capture the attention of shoppers actively searching for holiday deals. Perhaps you can take this opportunity to create holiday category pages with the right SEO approach.

Additionally, make sure your visuals evoke the holiday spirit. Seasonal banners, ad creatives, and product images can significantly boost click-through rates and conversions.

3. Optimize for Mobile Shoppers

With more and more shoppers making purchases on their mobile devices, ensuring your ads are optimized for mobile is crucial. Responsive design, streamlined navigation, and fast page loading speeds will provide a better user experience and increase the likelihood of conversions.

4. Create Urgency with Limited-Time Offers

Consumers often procrastinate on holiday shopping. Encourage immediate purchases by running limited-time offers. Display countdown timers in your ads to create a sense of urgency and stimulate quick decision-making.

5. Use Retargeting to Re-Engage Shoppers

Many visitors will browse your store without purchasing. Utilize retargeting ads to re-engage these shoppers. These ads remind customers of items they viewed or left in their carts, nudging them to complete their purchases.

6. Track, Test, and Optimize Your Ad Campaigns

If ecommerce tracking can do wonders during regular dates, can you imagine what tracking can do during holidays? For this, here is our most insightful tip:

• Monitor your ad performance throughout the holiday season.
• Analyze key metrics like click-through rates, conversion rates, and return on ad spend. Use these insights to optimize your ad campaigns, shift your budget to high-performing ads, and improve overall performance.

Remember, successful advertising involves continual testing and tweaking based on data-driven insights.

Speaking of keeping track of your campaigns and using the data to inform decisions, Adclicks is a great tool that provides custom, data-driven, and real-time reports.

Case Study: How One Ecommerce Store Increased Sales by 156% with Our Paid Advertising Service

And since we like to provide backed-up information, we’d like to share this case study made for one of our ecommerce partners that got amazing results after getting paid advertising done by our team.

Norwal PowerSystems, an emergency backup power generator and equipment company, needed help increasing qualified traffic, re-engaging previous visitors, and ultimately increasing sales and revenue. White Shark Media was able to help them achieve these goals by implementing several paid advertising strategies, including

• Splitting the accounts into more specific target audiences
• Modifying the attribution model
• Testing different automated bidding strategies
• Using ad customizers, if-functions, and new ad variations
• Implementing new remarketing audiences
• Upgrading tracking tools

The results? We helped Norwal PowerSystems increase sales by 156%, exceed all of its goals, and achieve an exponential return on its investment.

Get to know all the details about this case study here.

Partner With a Proven Agency for Holiday E-commerce Advertising

In conclusion, the holiday season is a crucial time for e-commerce businesses to make a lasting impact. Partnering with an experienced advertising agency like White Shark Media can help you optimize your campaigns for increased sales and revenue.

With our expertise in PPC management, social media paid management, SEO, and sales enablement solutions, we'll help you maximize your holiday season budget and ensure you get the best return on your investment.

Drive Holiday Sales with Strategic Ecommerce Advertising Campaigns by White Shark Media

We understand that the holidays are a busy time for businesses, so we've made it easy to get in touch with us. Simply fill out our contact form, and we'll happily answer any questions you have.

We'll get you started on a winning holiday advertising strategy that will help you achieve your goals.

We wish you a successful holiday season!

With back-to-school full throttle, online shoppers are at the peak of their intent to stock up and ensure they are ready for the new school year. According to the National Retail Federation, back-to-school spending in the U.S. is expected to reach $41.5 billion in 2023, up from $37.1 billion in 2021. That’s a big jump and a huge opportunity for businesses to capture the attention and wallets of parents and students looking for services and products for the new academic year. So, because your back-to-school ppc strategy is already in motion, you already have a front-row seat to witness a jump in sales. Wait, you don’t? Okay, you still can target those procrastinating and last-minute shoppers!

Shape the Focus of PPC Campaigns

With increased competition and evolving consumer behavior, more is needed than just launching PPC campaigns and hoping for the best. You need to know how to optimize your back-to-school PPC strategy to target the right audience, deliver the right message, and drive the right action.

Success Story

Our client has an online clothing store that sells an innovative brand designed to provide style and comfort for teachers and parents.

Tips for Your Back-To-School PPC Strategy

Here are some tips on how to optimize your PPC campaigns for the back-to-school season, boost engagement and sales.

1. Plan Your Back-to-School PPC Strategy Early

Give yourself ample time to map out your budget, set goals, create engaging ads, and develop your advertising strategies to ensure successful back-to-school PPC campaigns. If you wait until the last minute as you enter the busy season, you may skip fine-tuning your back-to-school ppc strategy and sacrifice your PPC campaign’s full potential. 

Your objectives (and target audience) will determine how early you should start your BTS marketing strategy. 

Tip: Back-to-school dates differ between kindergarten, elementary school, college, and post-graduate. 

2. Be On Top of the Latest Trends for BTS Marketing 

Looking at the latest trends in the retail industry serves as inspiration for creating seasonal shopping campaigns, like back-to-school. 

You’ll always want to analyze data from the past year for better insight. Here are a few to get you started:

• Clothing, accessories, and school supplies were the primary retail categories for back-to-school shoppers in 2022.
• Over 65% of shoppers will use their smartphones while shopping.
• 49% of shopping will occur In-store, 35% online, and 19% are unsure how they will shop.
• Shipping influences buying intent, with 79% expecting free shipping and delivery within two days by 26%.

Tip: Review previous BTS campaigns by analyzing performance to give you further insights into marketing trends, services, or products to focus your new campaigns around.

3. Do Your Keyword Research

Keywords are the foundation of any PPC campaign, as they determine when and where your ads will appear on search engines. To optimize your PPC campaigns with a back-to-school strategy for the season, you must do your keyword research and identify relevant and high-value keywords that align with your target audience’s search queries. You can use tools like Google Keyword Planner or Microsoft Advertising Keyword Planner to find popular and trending keywords related to your services or products.

Some questions to ask yourself when choosing your keywords are:

• Search volume: How many people are searching for this keyword?
• Competition: How many advertisers are bidding on this keyword?
• Cost-per-click (CPC): How much does it cost to bid on this keyword?
• Relevance: How relevant is this keyword to your products or services?
• Intent: What is the goal or purpose of the searcher behind this keyword?

You should also use different keywords, such as:

• Broad keywords: These general keywords cover various topics, such as “backpacks” or “laptops.” They can help you reach a large audience but may also attract irrelevant or low-quality traffic, so keep this in mind.
• Exact keywords: Specific keywords that match exactly what the searcher is looking for, such as “backpacks for college students” or “laptops with touch screens.” They can help you target a niche audience but may also limit your reach.
• Long-tail keywords: Phrases that consist of three or more words, such as “best backpacks for college students 2023” or “laptops with touch screen under $500”. They help you target a highly qualified audience but may also have a low search volume.

Pro-tip: You should also use negative keywords for which you don’t want your ads to appear, such as “free” or “cheap.” This best practice can help you avoid wasting money on irrelevant or unprofitable clicks.

4. Segment Your Audiences

Audience segmentation divides your target audience into smaller groups based on their characteristics, preferences, behavior, or needs. By segmenting your audience, you can create more personalized and relevant ads that appeal to each group’s interests and pain points. You can also adjust your bids, budgets, and targeting options accordingly.

You can segment your audience for the back-to-school season:

• Demographics: Segment your audience by age, gender, location, income, education level, etc. 

  Example: Target parents with children in different grades or students in other schools or colleges.

• Psychographics: You can segment your audience by personality, lifestyle, values, attitudes, etc. 

  Example: Target parents who are price-conscious, quality-oriented, adventurous, or academic students.

• Behavior: Segment your audience by their online behavior, such as browsing history, search queries, purchase history, etc. 

  Example: Target parents who have searched for specific products or categories or students who have visited certain websites or blogs.

• Intent: You can segment your audience by their goals or purposes behind their searches. 

  Example: Target parents looking for deals or discounts or students looking for reviews or recommendations.

Pro-tip: You can use tools like Google Analytics or Facebook Audience Network to collect and analyze data about your audience and create segments based on various criteria.

5. Design Compelling Landing Pages

Landing pages are web pages that your visitors land on after clicking on your ads. They are designed to persuade them to take a specific action, such as signing up for a newsletter, buying a product, downloading an ebook, etc. Landing pages are crucial for optimizing your PPC campaigns for the back-to-school season because they can influence whether your visitors convert or bounce.

Some of the best practices for designing compelling landing pages are:

• Match your landing page with your ad and create a catchy headline
• Use a relevant image or video
• Highlight the benefits and features of your service or product
• Include social proof
• Add a clear and standout call-to-action
• Optimize for mobile devices

PPC Management That Will Connect Audiences With Your Business 

Now that you have learned how to optimize your PPC campaigns for the back-to-school season by getting started early, following trends, performing keyword research, segmenting your audiences and having engaging landing pages, you can increase your traffic, conversions, and sales during this peak shopping period. 

If you need further guidance, we’re here to help with PPC management. We are a digital marketing agency specializing in PPC, SEO, social media, and video marketing. Let us be your partner in creating and managing effective and engaging campaigns that will reach and convert your target audiences this season.