It’s no secret back-to-school season is a huge revenue opportunity for local retailers. Shoppers spent 75.8 billion in 2017!
With such rapid growth, retailers have a huge opportunity to capitalize on the season — from clothing and apparel to electronics and furniture. To capture a piece of that enormous spending potential, retailers need to craft the right marketing campaign to attract back-to-school shoppers. Here are the top five ways to optimize your business’ marketing strategy and ace the back-to-school campaign.
1. Capitalize on Timing
The window for back-to-school shopping has gotten much larger in recent years. Shoppers begin searching as early as the first week of July and continue into the end of August and early September. The season usually peaks around three weeks to one month prior to school starting, then ramps back up 1-2 weeks beforehand, thanks to last-minute shoppers.
Be sure to evaluate your business’ marketing strategy and decide the best time and length of your back-to-school campaign.
2. Leverage SEO
It’s imperative your back-to-school campaign is easily found online by shoppers.
Use SEO to inspire organic traffic and enhance your site with content that showcases back-to-school deals. Employ ads, create blog posts and appeal to the consumer in a way that feels natural rather than keyword stuffing.
3. Work Your Social Media
Social media has become an invaluable channel for promoting brands and campaigns, and back-to-school season is no different. Students and parents alike will be flocking to various social media channels to check specials, read product reviews and see what others are buying.
Promote sales and products with ads and incentives on Facebook, Instagram and beyond while encouraging users to like, comment and share your posts. Getting your business in front of social users will cultivate more brand recognition and lead to more positive reviews online.
4. Go Mobile
Make sure your business’ site is optimized for mobile and easy to navigate on mobile devices. Organize your back-to-school pages and ads based on what you would like shoppers to see first. Put your most relevant content in the middle of the screen so more shoppers can easily engage.
5. Emphasize In-Store Attendance
After you’ve perfected your mobile strategy for back to school, don’t forget to cultivate in-store traffic through your campaign. Although customers are smartphone-happy, most do not remain there for back-to-school shopping.
To drive traffic to your retail business, highlight the benefits for customers who choose to visit the business directly. Include special sales, incentives, and events that are only available in-store to attract customers. Don’t be afraid to get creative, and make sure you craft the right in-store deals for your brand.
TEGNA has made our business an actual brand, not just a startup. It’s driven people to see we’re a real company with quality products.
I’m averaging 5 to 10 phone calls a day with people calling for more information about our school. They say they were searching online and saw our ads — our internet marketing is working very well.