Third-party cookies have been an essential tool for small businesses to track customer movements around the internet. The problem is Google and Apple are both putting a stop to third-party cookies. While this may sound great as a consumer, small businesses will suffer unless they have a strong customer list and ways to keep the list growing.
Building “first-party data” will become the best tool businesses can use to ensure they maintain traffic and sales on their websites. This means collecting data directly from the customer instead of seeing what the customer is looking for via cookies. It may seem like a daunting task for some, but there are ways to build that first-party data and keep your business going strong.
Email Marketing
Many businesses see email as the past and jump right into social media to find customers. While social media can help tremendously, email should not be forgotten. Email can provide a direct line of communication to customers who may not even use social media. As of 2021, over 50% of the world has an active email address, and the number continues to grow.
Email is also more engaging than social media. Email can provide a higher conversion rate than social media alone. Email is also more personal and considered better for business. Don’t forget about email as a tool to drive conversions to your site.
Simple Additions to Your Website
Making small additions to your website can keep customers engaged and make them more likely to provide contact info. This is a great way to build up your email list with prospective customers. Some of these can include:
Popups and banners – Adding popups or banner ads letting customers know how they can benefit from subscribing to your email newsletter or blog can help expand your email list.
Timed Offers – Adding a popup with an exclusive offer can help customers decide to make a purchase. If the customer was unsure of purchasing from your website and sees a popup for 25% off your first purchase, this might make them more likely to buy. This will also provide an opportunity to obtain the user’s email address.
Free Downloads – Offering a free eBook or toolkit with more information about the services you provide is a great way to engage with the customer and make them feel that you value their business.
Giveaways – Offering prizes and discounts for signing up to your email list can encourage customers to submit their email addresses to you. Just make sure to follow through on the giveaway and post winners on your website and in emails.
Facebook and LinkedIn Lead Ads
Another way to build your first-party data is using Facebook or LinkedIn lead gen forms. These are integrated into your ad so when a customer clicks it, they will be brought to a form prefilled with their info.
This is a great way to get around customers using cell phones to view your ad, then not wanting to type out all of their info on that small screen. It also allows potential customers to send you their info right away before possibly second-guessing their purchase.
Final Thoughts
Don’t let the end of third-party cookies ruin your business. With numerous ways to build an email list of customers, you will keep your business going strong and gain more new customers in the process. Don’t count out the power of email marketing. It has stood the test of time and is still an invaluable asset.