We all know that the second half of the year is always more important than the first. The shopping season and back to school are crucial periods for online stores—these are times when retailers need to capture consumers with sales and promotions so that they’ll stay longer and buy more.

Back-to-school sback to schoolhopping is big business. It’s the second largest retail sales season of the year. According to Yahoo Finance, Americans Plan to Spend Billions More on Back-to-School Shopping This Year. However, no parents want to this time to be a budget buster. They spend even more time researching their purchases so that they can save big. How can online retailers compete in this complex online marketplace?

Launch search shopping campaigns

Before they go shopping, busy parents go searching first. Search interest for “back-to-school” grew 48% last year according to Google. To influence purchase decisions, be early and be online so you are top of mind when parents decide to buy. Make sure your shopping campaign is competitive in price and effective for mobile advertising.

Mobile search campaigns

Parents Are Increasingly Using Mobile Devices for Back-to-School Shopping.  A great mobile web experience and mobile-specific ads, such as location extensions or product listing ads, can make the transition from research to purchase (whether in-store or online) a quick and seamless one. Smart brands are going to be embracing a very comprehensive advertising strategy over the next two months to capture the billions of dollars that parents plan to spend online and on mobile.

Leverage content marketing

It’s no secret that content marketing carries a lot of weight nowadays. Utilizing content marketing with buzz-worthy articles, such as Top 10 lists. This is a stellar way to generate traffic through content syndication networks. Everyone loves a good Top 10 list – they’re easy to digest, quick reads, and shoppers can skim them on their phones in less than 30 seconds.

Saving is everything

To attract discount-hungry back-to-school shoppers, small businesses are competing with big box retailers like Wal-Mart and Target by offering free shipping. If the margin is your main concern, free shipping may not be right for your business all of the time. Consider using shipping rates comparison sites like ShipGooder.com to find the cheapest rate to ship your products. ShipGooder’s shipping rate calculator estimates the time and the cost of delivery based on destination and service. We want to make sure that you are making the most of this busy shopping time. We encourage you to start planning and saving on your next shipment.


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