Outdoor Retailer - April 2021 - 15

IDEAS / The Weekly Chat

Keep Them Engaged
E-commerce experts Greg Zakowicz of Omnisesnd and Will Perkins of Visiture know how to engage customers on your website-
and how to ensure they keep coming back. Here's a preview of the
knowledge they will share during April's Weekly Chat session.
What do Omnisend and Visiture do?
Visiture is a leading e-commerce marketing
agency that offers media management, SEO
and content marketing, design, development,
and email marketing to brands seeking growth
and retention. Omnisend is a powerful email
and SMS marketing automation platform
built for high-growth e-commerce businesses.
Together, w enable online merchants to drive
sales at scale while building the foundation for
lasting customer relationships.

Courtesy Omnisend, courtesy Visiture

What e-commerce trends should the outdoor industry be paying attention to?
Trends like SMS, MMS, video marketing, and
influencer marketing will reign supreme in the
near future of the industry. SMS experienced a
breakout year in 2020. Additionally, with the
continued rise of features like Facebook Stories,
TikTok, and Instagram Live, we anticipate
growth in both video marketing and the use
of brand ambassadors to maintain authority
throughout the online shopping experience.
Due to the current value placed on visual advertising and trustworthy reviews, brands that
partner exclusively with the right influencers
and ambassadors will be well poised to market
themselves in 2021.
What are some tricks of the trade you can
suggest to bring customers to your site?
When it comes to bringing customers to your
site, nothing beats high-quality, specific content that fulfills the customers' needs. Building
authority through proper search-engine-optimization practices and providing the ideal user
experience will ultimately win the day with site
traffic. Additionally, implementing proper advertising through search, social, and retargeting will ensure your products stay top-of-mind
for engaged consumers looking to purchase

from an authoritative source. Those brands
who additionally provide in-depth product detail or advertising related to industry-specific
content can highlight their product features
and product utilization in deeper detail.
For specific retargeting efforts, Omnisend's
experts suggest that email and SMS retargeting plays a key part in driving customers to
your website and keeping them engaged. By
utilizing these two types of retargeting, you
can increase the number of repeat visitors and
sales. We work in tandem, utilizing Omnisend's
tailored email strategy coupled with Visiture's
overall marketing strategy to grow sales.
And how do you suggest keeping customers
on a site and avoiding cart abandonment?
We recommend your site offers intuitive navigation and efficient product showcasing, and provides a straightforward checkout process. Don't
overwhelm your customers with unnecessary
information. Make the checkout process as
streamlined as possible with fewer clicks, callto-actions, and optimized products and categories. As a result, your consumers will be able to
promptly find the product they're seeking and
complete checkout.
The majority of today's online shopping carts
are abandoned by consumers. This is why automated cart-abandonment messages are a major
asset for recovering sales. Through Omnisend's
automation and segmentation, merchants can
implement web push messaging, SMS, and
email marketing in a cart-abandonment workflow to prompt users to return to their cart and
finish the checkout process. On the Visiture
side, products abandoned in your customers' cart are dynamically targeted to each user
across the internet, providing another way to
reach engaged consumers when their propensity to convert remains high.

Greg Zakowicz

Will Perkins

And, most of all, how do you keep customers
coming back?
Begin by ensuring your brand is staying relevant in your consumers' minds to maintain
brand awareness. Omnisend suggests sending
out personalized emails, offering loyalty programs, and performing retargeting.
Retargeting is a great way to stay visible,
especially on social channels where your
customers spend most of their time. Visiture
recommends creating high-quality, branded,
and product-based content to engage your audience and maintain authority in your brand
industry. With engaging content and a personalized, targeted approach, marketers will
see customers coming back to purchase their
products time and time again. In regards to the
outdoor industry, product visibility, product
quality, and brand values should be considered
essential for brands looking to improve return
purchases through retargeting. O.R.
-Ready to learn more? Omnisend
Director of Content Greg Zakowicz and
Visiture Director of Performance Will
Perkins will join The Weekly Chat on April
15 at 9 a.m. Pacific Time for " Digital eCommerce Trends: How to Get Customers
to Your Site and Keep Them Coming Back. "
Register here to join the conversation.

April 2021/ OUTDOOR RETAILER 15

https://www.omnisend.com/ https://www.visiture.com/ https://zoom.us/webinar/register/WN_XCRKbCgSQUqRhkmvFnOVcg

Outdoor Retailer - April 2021

Table of Contents for the Digital Edition of Outdoor Retailer - April 2021