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  • Want More Site Visitors? Step Up Your Voice Search Game

    Tuesday, February 13, 2018 by

    want more site visitors step up your voice search game4 Ways to Improve Your SEO for Voice Search

    There was once a time, pre-internet, when sitting at home or in your car asking questions of no one was considered odd. Now it's the next great iteration in internet search. Echo and Google Home-style devices are trendy, and surging mobile use means more people want to ask questions, not type in search phrases, to find what they need. But how, exactly, can you help your site get found in voice search results? Here are four ways to improve your voice search rankings and make it easier for people to find your site. register domain name

    1. Go Local If It's Relevant to Your Business

    Does your business serve a local or regional market? If so, it's time to claim all your local business listings so that you appear in results like “find a garden center near me” or “where's the nearest doggie daycare?” Start with Google, Yelp, and Bing and then claim other listings like Yahoo, the Better Business Bureau, Angie's List, or other platforms that are relevant to your type of business. Not sure how to set up your Google My Business listing? This post walks you through the best practices for Google local-listing SEO.  

    2. Get to Know Natural-Language Queries

    If you're used to thinking in terms of keyword phrases (like “voice search optimization” and “Google voice search SEO”), it's time to start asking questions (like “How can I optimize my site for voice search?” and “How does voice search affect SEO?”) That's because we don't search with our voices the same way we search with text. Instead of typing in the most important words and hitting enter, we ask Siri or Alexa, “Where can I find the best burgers in Milwaukee?” or “Is there a dry cleaner near me?” What that means for your site is that you need to include text that reads like natural language—the kinds of questions customers ask their phones or digital assistants. Not sure what those questions are? There are a few ways you can find out:
    • Make notes on the questions customers ask you in person, on the phone, and via email.
    • See what questions people ask about your type of business in forums and on social media.
    • Use tools like Soovle to autocomplete questions you enter and show you what people are asking about in searches. For example, type in “how do you cook brisket” and you'll see results like “how do you cook brisket on a grill” and “can you overcook brisket,” sorted by popularity on different platforms including Google, YouTube, Bing, and more.
    use Soovle to find autocomplete suggestions for voice search

    3. Use Natural Language Queries on Your Site

    When you see commonly searched questions that are related to your business, try to work them into your site's headlines, subheadings, and text. This aligns your content better with what potential customers are looking for, and it can also give your site a more conversational tone, which most people find appealing. Just don't go overboard with the questions. Remember the days when sites would try to game search results by dumping repetitive keyword phrases into their pages so that their copy read like it was written by a robot? You want to keep the questions and answers on your site natural sounding and relevant. Another way to fine tune how your site appears in results is to stay focused on long-tail keywords, which is another way of saying “be specific.” In a market with 15 businesses providing children's party entertainment, including “children's party entertainment” on your site may not even land you on the first page of local search results. But if out of those 15 businesses, only two provide hula mini-lessons for the kids, including “hula lessons for kids' parties” is more effective because it's more specific—it helps people find exactly what they want.  

    4. Post Videos That Answer Questions Your Visitors Ask

    There's another type of content you can use with natural language queries: videos. YouTube videos can perform better than text-only web pages in Google search results, according to Michael Peggs at MarketingProfs. If there are questions that lead people to your website, make a few videos to answer them. For example, if you sell something like Acme barbecue pits, you can create videos that answer questions like “How do I put together my new Acme barbecue pit?” and “What's the best way to smoke brisket in an Acme barbecue pit?” Making short explainer videos takes some work, but it's not as big of a production as you might think. Each video needs four to five elements: a script, a voiceover, visuals, some editing, and maybe music.  KISSmetrics has a great tutorial on putting together an explainer video on a tiny budget, with details about what should be in your script, how to record a voiceover that sounds professional, and how to source your visuals—something that can be as simple as doodles you've scanned into your editing program. If you create videos, you'll want to get the most search results mileage from them. Remember to:
    • Title your video as a search question using natural language and the keywords that lead to your site.
    • Use schema markup on your video if you embed it on your site.
    • End each video with a call to action that directs viewers to your business.
    Keep each video brief. There's a raft of data out there showing that two minutes is more than long enough for most viewers. And by keeping each one short, you can free up time to make more videos that answer different search questions for your target market.  

    Voice Search Is Always Evolving

    As you implement each of these strategies, remember that the goal is to help customers find your business. When you land new customers, ask them how they found you and you'll get a sense of which voice search strategies are working well for you and which you can refine more. And keep an eye on search trends, because the one sure thing about them is that they'll keep evolving as the way we use technology changes.
  • Got 5 Minutes? Do This Every Day To Improve Your SEO

    Tuesday, February 13, 2018 by
    quick 5 minute tasks you can do every day to improve your seo

    7 Quick Daily Tasks To Improve Your SEO

    SEO isn’t something that has to be incredibly difficult. Sure, there is a lot of time and effort involved. But it’s mostly about performing specific tasks again and again, rather than doing something once and calling it a day. If you perform the following seven small tasks on a regular basis, it will add up to big rankings gains over the long term for your website. HostGator Website Builder

    1. Upgrade and Update Your Older Blog Content

    Just because you published a post a year ago doesn’t mean you’re done with it forever. Chances are you’ve learned new things in that time, or new developments in your field have taken place, so you can make that piece of content even more useful. This is doubly true for content that might not be ranking as high as you think it should. Spend a little time going through your older content and see where you can expand, or add new resources, to make it even more useful to your readers.  

    2. Promote Your Content On Social Media

    Social media doesn’t have a large influence on your rankings, according to the latest Google ranking factors. However, that doesn’t mean you shouldn’t spend any time on social media. Social media helps send traffic to your site. Plus, having a high social share counter will give your posts and your site more authority in the eyes of your visitors. If your post has hundreds of shares across social media your readers are more likely to trust what you’re writing. As a result, they're more likely to organically share it on their own social media channels and with family and friends, amplifying your reach. So, spend a little time each day sharing your content and engaging across social media.  

    3. Improve Your URLs, Titles, and Metas

    Having a confusing URL structure isn’t good for SEO. Try to simplify your existing URLs so they’re cleaner, relevant to your topic, and include keywords (but make sure not to keyword stuff). Along this same topic, you’ll also want to improve your titles and meta descriptions. By making your titles more clickable and your meta descriptions more appealing you’ll improve your click-through-rate from the search results. Having a higher organic CTR will actually help to improve your search engine rankings too.  

    4. Check For Any Broken Links

    Having broken links on your site will kill your user experience. If you’ve been running your website for a little while, then you’re probably linking out to resources that are no longer online, or you’ve changed the URL structure of certain posts and pages on your own site. Both internal links on your site and external links out to authoritative resources are important for SEO and your overall user experience. If your site runs on WordPress, then you can install a plugin like Broken Link Checker that will scan your website for broken links. Alternatively, you can install the Chrome extension that’s also called Broken Link Checker, which will scan the open page for broken links. broken link checker On the topic of links, it’s also important to add relevant internal links within the various blog posts on your site. If you have a piece of content that’s received a lot of links, then add plenty of links to other posts across your site within that post.  

    5. Perform Blog Email Outreach

    Simply writing your content isn’t enough. You also need to spend time promoting that content for shares and backlinks. When sending emails to other influencers in your space it’s important to not send an email that asks for a direct backlink. Instead, your goal with blog outreach should be to get on the radar of people who are likely to share and link to your content. If your content is good and you’re getting it in front of the right people, then the links will follow.  

    6. Spend Time Analyzing Your Competitors

    Want a super secret way to create content you know will work? Spend some time analyzing the successes of your competitors. With tools like Buzzsumo and SEMRush, you can simply type in the URL of your competitors and see which content has been the most popular and which keywords are sending them the most traffic.
    • Buzzsumo also has a nifty feature that will show you the people who shared a specific piece of content. Now you can spend time promoting your content to these very same people who are more likely to share.
    • SEMRush will also give you backlink data of competitor’s posts, so you can reach out to those very same people when promoting a similar piece of content.
    Spending a little time each day researching your competitors will give you endless content ideas while uncovering new opportunities to promote your content. buzzsumo

    7. Engage with Big Blogs and Sites in Your Niche

    Blog commenting isn’t the best way to build backlinks to your site. But, it does serve a purpose nonetheless. Some blogs do have comments sections that allow you to post your name and link to your website, but the main purpose of commenting isn’t to build backlinks to your site. Instead, it’s to get on the radar of top bloggers and website owners in your space. When commenting, the best approach is to post something thoughtful that also adds value. Make sure to keep blog commenting best practices in mind. Commenting, done the right way, can help to open doors. Maybe it’ll lead to a guest post opportunity down the road. Maybe it’ll lead to a linking opportunity. The future of SEO is built upon relationships and regular commenting can help you get there.   Hopefully, the tips above will help you steadily improve your search engine rankings over the long-term. Remember, SEO is a long-term game, but the little things you do day in and day out will add up.
  • The Pros and Cons of Social PPC Advertising for Your Business

    Thursday, February 8, 2018 by
    pros and cons of social advertising for small businesses

    7 Social Advertising Pros and Cons for Small Businesses

    Ready to take your small business to the next level? Social advertising may be the channel worth your investment. Even if you’re a novice in this space, there’s an opportunity for you to earn brand awareness and new customers. “One of the fascinating things about social advertising is that there is virtually no limit to your ability to scale. You don’t have to wait for someone to search for your targeted keywords. You don’t have to wait for someone to run your promotion or read your blog. If you want to reach 50,000 people in one day, you can,” says Warren Jolly, the CEO of adQuadrant. Before you make this critical decision, it’s important that you know the pros and cons. Here are a few you should consider. HostGator Website Builder

    Social Advertising Pros

    The advantages of social ads make it easier for you to connect with your customers and gain brand recognition. Explore these pros to boost business growth.  

    1. Pinpoint Specific Audiences

    In traditional advertising, brands take wild guesses on reaching their target audiences. Companies receive broad ranges about demographics, like "women from ages 18-35" or "household income $75,000-$100,000." While that strategy may have worked in the past, it’s not suitable in our current market. Today’s consumer is seeking products and services geared to their specific needs. And for small businesses, that means advertising must be spot on! Social advertising gives brands the flexibility to pinpoint audiences. Not only can you narrow down a consumer’s age and gender, you also can zoom in on their multiple interests and geographical locations. Below is an example of how Facebook’s ad platform allows you to define audiences. Facebook ad targeting This specificity ensures that your team only targets people that fit your consumer profile. As a result, customers only see ads that meet their needs, and you save money connecting with the right consumers.  

    2. Enjoy Success, Even With Limited Budgets

    As a small business, especially if you’re brand new, it’s key that every cent impacts on your bottom line. You can’t afford to spend wastefully. Well, there’s good news! Social advertising is cost-effective and can fit any budget. You control on whether you want to pay thousands or just a few hundred. It’s always good to have a plan when working on a limited budget. Brian Peters, digital marketing manager at Buffer, offers his advice on getting the most from social advertising: “One of the biggest opportunities for so many brands with limited time and resources is to simply boost top performing posts from their page. Not only is this the most inexpensive form of social media advertising, but it also provides brands with a way to reach a new customer segment that they might not have been able to with traditional ads.”  

    3. Track Campaigns With Ease

    Not too long ago, business teams didn’t have precise metrics for their old-school marketing campaigns. They learned something worked when people walked into their stores. This outdated method doesn’t give companies the luxury to adjust their ads. With social advertising, tracking campaign results is painless. Small businesses know exactly how their ads are performing because data happens in real-time. You can use this information to make better decisions. Let’s say an advertisement lacks engagement. It’s possible for you to pause the campaign and revamp the design midway. Or if a campaign boosted revenue by 20% in May, you can kick off the campaign again in November for the holiday shopping season. view Facebook ad campaign status Monitoring campaign performance is essential. When measuring advertising success, look for opportunities to customize the experience for your audience.  

    4. Increase Brand Visibility

    Social advertising is a gateway for introducing your brand to new audiences. Rather than waiting for consumers to visit your site, you’re meeting them on their turf—social media. When engaging with your audience, it’s vital that your ad doesn’t appear out of place. Instead, you want to add to the ongoing conversation on each channel. “Realize there’s several different types of paid advertising you can choose from on social media. Not every type of ad will work for your brand. However, one of the best techniques to follow when creating paid content is to seamlessly blend into feeds, walls and timelines,” explains Alex York, a senior SEO specialist at Sprout Social. Let your brand personality shine through in your advertising. You can include GIFs, memes, and funny quotes to capture consumers’ attention. Being relatable and likeable increases your odds of getting seen.  

    Social Advertising Cons

    Like any channel, social advertising has its drawbacks. It’s up to you to figure out whether they outweigh the pros.  

    1. Prepare for the Learning Curve

    With an uncharted path, you’ll face difficulty at first. This same notion is true as it relates to social advertising. There are a variety of platforms with their own specific guidelines and best practices (check out our guides to advertising on LinkedIn, Snapchat, Facebook, Twitter, and Instagram). So you may encounter a steep learning curve. But don’t let that hinder your team. You have a few options to keep moving forward. For example, you can hire an agency that specializes in social advertising to create and run your campaigns. Or you can employ a skilled freelancer who can advise your team on the best course of action. Another option is to actually invest in a current employee. There are lots of online courses that can speed up the learning process. Plus, each platform offers knowledge bases for users, like the Instagram Help Center below. Instagram advertising faq It’s never too late to learn a new skill. Take the necessary actions to make social ads work for your small business.  

    2. Stay Ready for the Competition

    More than 4 million businesses pay for social media advertising on Facebook. It’s likely that your competitors are also attempting to gain consumer traction with social ads. Since the competition isn’t going away, your team must constantly differentiate itself in the marketplace. That translates into creating unique ads, catering to new niches, or even bumping up your ad spend. This type of advertising requires patience. You’re aiming for long-term success, not short-term wins. Arnie Gullov-Singh, the former chief operating officer at Polyvore, provides more insight: “Social advertising is an effective way to get consumers to engage with your message in a thoughtful and organic way. Social ads create stronger long-term value as the content continues to get amplified across consumers’ networks.” Prepare to address the nonstop pressures of competition. Work with your team to find innovative ways to set your brand apart from others.  

    3. Brace for Negative Comments

    Social media is well-known for getting consumers excited about your brand. However, that attention isn’t always supportive. Some people will make it their mission to publicly humiliate your small business. Be proactive and set up a crisis communication plan. When irate consumers invade your Facebook ad, instruct your team to record their concerns and respond politely in a timely manner. The worst thing you can do is completely ignore your customer base and never address their issues. customers responding poorly to Facebook ad in the comments You can transform any negative comments into positive feedback. For instance, if you notice consumers expressing grievances about a particular ad, reconsider your business’s approach. Maybe it’s time to change the ad copy or use a different image. All consumer engagement won’t be favorable. And that’s perfectly okay. You can use it to your advantage by turning those gripes into strengths.  

    Take a Step Towards Social Advertising

    If you’re new to social advertising, it can be quite intimidating. Yet, it’s crucial that you examine the pros and cons for your small business. The goal is to attract new consumers and boost your revenue. Learn how social advertising can fit into your marketing and sales strategy.
  • 5 Ways To Convert Organic Traffic Into Loyal Customers

    Wednesday, February 7, 2018 by

    convert organic trafficHow to Turn Your Organic Site Visitors Into Loyal Customers

    You’re getting quality traffic to your e-commerce store. Now what? As a small business owner, you’re tasked with turning those visitors into customers. It’s up to you to woo consumers into purchasing your latest products. While it may sound difficult, don’t panic. Matt Ackerson, founder of AutoGrow, offers sage advice: “Once you understand that traffic is just like energy or water and you just need to create pathways to direct it where you want it to go, the rest is easy. Don’t make the mistake of over complicating it though. So many business people think success has to be complicated when it doesn’t.” Let’s make the process simple for you and the consumer. Here are five ways to convert your traffic into loyal customers. Recommended WordPress Hosting

    1. Write Creative Product Descriptions

    When it comes to marketing products online, storytelling really does matter. It only takes one click for a consumer to exit your site and visit a competitor. You can keep your customers’ attention and sell more items by crafting creative product descriptions. Descriptive text is an opportunity to highlight your products and showcase your brand’s personality. You want the product description to breathe life into the item. To achieve this objective, set the scene for the buyer. You want the shopper to imagine themselves using the product. It’s also helpful to skip the corporate jargon. Aim to use the everyday language of the typical consumer. Online women’s clothing retailer ModCloth uses expressive words to persuade its consumers into purchasing their inventory. Each product description digs into the emotional state of the shopper’s mind. Not only do you learn about the product’s physical dimensions, but you also understand how it will make you feel. write better product descriptions When writing product descriptions, focus on turning features into benefits. How will the item improve consumers’ lives? What will the product help them achieve? Dig deep and touch their pain points. Stand out from the competition with unique product descriptions. You’ll appeal to your audience’s imagination and increase their desire for your products.  

    2. Create a Sense of Urgency

    With a jam-packed schedule of work assignments and family responsibilities, it’s easy for your consumers to delay buying products at this very moment. That’s why your team must nudge them to the checkout cart sooner than later. Creating a sense of urgency isn’t about causing a state of panic for your audience. Instead, you want to help them make a speedy decision about the products they already want. “Urgency can be blocked by your customers’ minds if you don’t give them specific instructions on how to solve the problem. Rather than giving vague instructions, tell people exactly what to do when the time comes and don’t be afraid to drive them toward specific actions,” says Gregory Ciotti, former senior content marketing manager at Help Scout. A few urgency tactics include adding a countdown clock to your sales page, showing the limited number of items in stock, and offering discounts on abandoned cart items.   You may want to spotlight product demand, too. For instance, you can show how many people have already purchased a particular item—using FOMO as a marketing strategy. A small dose of urgency is helpful for getting your customers across the purchasing threshold. Product value mixed with persistence means more sales for your business.  

    3. Offer Top-Notch Customer Support

    Research shows that “on average happy customers tell nine people about their experiences with a company.” If you’re delivering superb customer support, that’s an opportunity to generate more revenue for your e-commerce store. While online support varies from the traditional in-person experience, some of the same principles apply. Your purpose is to offer immediate, accurate help with a touch kindness. When speaking with your support reps, consumers should feel special. Begin with a warm-hearted, concerned tone when talking to customers. Your team will want to approach each conversation as if the consumer is talking to a friend, not stranger. Also, it’s important to train your support reps to solve customers’ concerns as quickly as possible. Shoppers respect business efficiency because it doesn’t waste their precious time. BaubleBar values its shoppers and makes offering customer service a priority. The accessories retailer allows customers to email and call their staff members. Plus, the company posts their availability along with the normal response time. offer customer service to improve site experience And don’t be afraid to apologize to your customers. If you make a mistake, acknowledge your error and continue to provide high-caliber service. Quality service is the key to ensuring casual shoppers turn into loyal customers. Give your audience different support channels to connect with your team.  

    4. Build an Exclusive Community

    The desire to belong is part of your consumer’s humanity. In one way or another, we’re all seeking a chance to be part of a specific group, team, or club. Your e-commerce store can satisfy that consumer need by establishing a brand community. “We have an inherent need to be a part of a social community and to feel connected to others. It not only makes us feel secure and comfortable, it inspires us to take action to achieve our desired results as well,” writes entrepreneur Akshay Nanavati. Brand communities take many shapes and forms. There’s the VIP rewards programs with die-hard fans seeking exclusive perks. Or you can develop an advisory panel where consumers can give you insight on their interests and tastes. Fostering a community requires time and patience. You’ll want to create rules and expectations for your consumers. That way, you’re building trust early in the relationship. Go beyond the usual benefits of a community. Ask your brand advocates for their honest feedback in exchange for unique product discounts. And be mindful not to bog down your loyal members with excessive emails and push notifications. Communities ensure regular contact between your business and buyers. Elevate your e-commerce store with brand advocates championing your mission.  

    5. Present an Irresistible Exit Pop-Up Offer

    Believe it or not, your consumers aren’t excited to buy your products every time they land on your site. They may visit your store to just do price comparisons, or they might have a few minutes to spare during lunch and occupy their time by browsing your website. While consumer intent may concentrate on another purpose, your goal is to reel shoppers in and persuade them to purchase. And one of the best ways to do so is with exit pop-up offers. An exit popup is a message that appears when a visitor tries to leave your site. It helps your team refocus the consumer’s attention back to your store. This popup is a prime location for you to give visitors a special deal, offer an instant promotion, or add them to a particular email newsletter. Behappy.me knows how to capture the attention of visitors attempting to leave its site. The store offers first-time buyers an extra 10% discount to influence their buying decision. exit popup There’s always one last chance to entice your consumers. With exit pop-up offers, you can grab hesitant shoppers who need extra motivation to buy your products.  

    Turning Traffic Into Trust

    Persuading visitors to become customers isn’t an easy task. However, with a sound strategy and patience, you can get shoppers to the checkout cart. Start with drafting creative product descriptions to get visitors excited about your items. Then, create a sense of urgency with limited-time sales. And always offer five-star customer support to show consumers you truly care. Build trust to convert your traffic into loyal customers.
  • 8 Valentine’s Day Marketing Ideas for Your E-Commerce Website

    Wednesday, January 31, 2018 by
    prep your e-commerce site for Valentine's Day

    Prep Your E-commerce Site for Valentine's Day

    Any holiday associated with gift giving presents opportunities for e-commerce businesses. Valentine’s Day is no exception. People spend a total of $18.9 billion for Valentine’s Day gifts and celebrations, with each person spending around $100-$200 a piece to please their loved one. If any of the products you sell would make sense as Valentine’s Day gifts, then you should be thinking about how to make your website work extra hard this February so you can tap into some of that spending. Here are a few steps you can take to get your e-commerce site ready for the holiday of love. best WordPress hosting

    1. Identify and highlight your most gift-worthy products.

    Go through your product offerings to identify the items that make the most sense for someone to buy as a gift for a significant other. Create graphics and copy for your homepage and other relevant pages on your website to highlight these products as great Valentine’s Day choices for anyone who visits your website during the weeks leading up to the holiday. For someone struggling to figure out what to buy their partner, you’re making it easier for them to see their options and make a decision, which makes it that much more likely for them to click through and make a purchase. Take a look at how Amazon does it: Amazon's Valentine's Day Gift Shop ecommerce valentine's day example

    2. Bundle relevant products together to make better gifts.

    Some couples will be hesitant to buy a product for Valentine’s Day that they fear will seem cheap or like it’s not enough for the occasion. One way to overcome that concern is by packaging multiple products together. For example, let’s say you sell soap, bubble bath, and candles. Each one of those products on their own might not seem like much of a gift – imagine just getting a bar of (admittedly nice) soap for Valentine’s Day – but packaged together into a nice-looking gift basket, they’re suddenly an attractive Valentine’s Day option. Go through your product listings with an eye for items that can be combined into even better products together than they were apart. And make sure you include these combo-products in the list of items you highlight throughout the website leading up to the big day.  

    3. Offer Valentine’s Day specials.

    Everyone likes to feel like they’re getting a good deal. If anything that’s especially true on Valentine’s Day, since many people are looking for gifts that seem expensive or fancy without necessarily wanting to spend a huge amount. So give your visitors what they want. Offer them high-quality items that will clearly make great gifts at prices that won’t leave them broke going into March. Promote your specials on the homepage, to your email subscribers, and throughout the rest of your website. And make them time sensitive to encourage shoppers to order faster, rather than putting it off until it’s too late.  

    4. Create Valentine’s Day themed content.

    While content marketing is a long game, that doesn’t mean it can’t be put to good use for seasonal marketing. Use your blog and any other content platforms to push out content related to Valentine’s Day. Think about questions your customers are likely to have and challenges you can help with. You could put together a Valentine’s Day gift guide (with some of your own products included), write a blog post on great date ideas (maybe including an idea or two that involves one of your products), or create a video on how to make tasty sweets for your partner (that happen to use an ingredient you sell). Not all of the holiday content should necessarily promote your products directly, but make sure it’s relevant in some way to your brand and what you sell. You can provide helpful information to potential customers, bring new visitors to your website, and improve your SEO for Valentine’s Day related searches all at once.  

    5. Offer affordable fast shipping.

    For any gift-focused holiday, timing matters. Giving someone a gift on February 16 just won’t play out the same way as getting it to them on Valentine’s Day itself. For e-commerce sites, that means the worry about products shipping in time can make visitors hesitate to press that “buy” button. The best way for you to overcome that objection is to make it clear when your customers will get their products. For early shoppers, post on your site how long they have left to put in their order and still get it in time using the cheapest shipping option, as in the Spreadshirt example below. For late browsers, promote the shipping option they need to choose for guaranteed delivery in time (Choose 2-day shipping to get your order before February 14!). valentine's day shipping deadlines And if you can afford it, make those shipping options affordable. Expensive shipping costs are a big cause of cart abandonment, and you don’t want to lose a sale at the last minute because the shipping doubles the total cost of the purchase. Look for ways to make the cost of shipping affordable for both you and them. That could be a flat fee, free shipping for orders over a certain amount, or free shipping for Valentine’s Day orders made by a certain date. If you can remove that barrier to purchase, you can count on more sales.  

    6. Offer free or affordable gift-wrapping.

    You know the whole point of most Valentine’s Day purchases is that they’ll be given as gifts. If your customers can receive the products already fully wrapped, you’re removing another pain point for them and making their life easier. Free gift-wrapping can earn you some serious good will and make people more likely to buy, but even just making it an affordable add-on can make buying from you this Valentine’s Day a better experience that makes them more likely to come back to your brand in the future.  

    7. Keep your marketing inclusive.

    Valentine’s Day is very couple-centric, and most marketing reflects that. But heterosexual couples aren’t the only ones that celebrate Valentine’s Day, and making your marketing more inclusive is a way to stand out and reach part of the market other brands often forget. Single people spend money on Valentine’s Day too. Whether they use the opportunity to celebrate friendships or invest in self-care, they’re an audience worth considering in your marketing as well. valentine's day online spending by recipient And remember that not all couples that celebrate Valentine’s Day are heterosexual. If you make your marketing all about gifts for “him” and “her,” you’re leaving out a lot of potential LGBTQ customers. Look for ways to craft your marketing messages so that they include everyone.  

    8. Optimize for mobile.

    Optimizing your website for mobile shopping should be second nature to you by now, but it’s at least as important that all of your Valentine’s Day online marketing be mobile friendly as it is the rest of the year. About half of all Valentine’s Day e-commerce searches come from mobile devices, according to Bing’s data. Make sure the promotions you use for Valentine’s Day work as well on a mobile device as they do on a desktop, so you don’t risk losing half of your customer base to a bad user experience.  

    To your Valentine's Day success...

    Even if you don’t sell candy and flowers, you may be able to make Valentine’s Day into a success for your brand. Valentine’s Day means different things to different people and romance and self-care aren’t one size fits all. Think about your audience and what gifts and product options are likely to be most meaningful to them on Valentine’s Day and create your marketing campaign for the holiday based on that.