The Ultimate Onlineshop Marketing Guide for Online Retailers

In today's digital age, online retailers need to have a solid online shop marketing strategy to stay ahead of the competition. A well-planned online shop marketing strategy can help increase sales, drive website traffic, and build brand loyalty.

According to a recent study, 71% of online shoppers are more likely to make a purchase from a website that has a clear and easy-to-use checkout process. This highlights the importance of a seamless checkout experience in online shop marketing.

To create a successful online shop marketing strategy, retailers should focus on building a strong brand identity. This can be achieved by using high-quality product images, crafting compelling product descriptions, and showcasing customer testimonials.

A well-designed website is also crucial for online shop marketing. Research shows that 38% of online shoppers will leave a website if it takes too long to load, so retailers should ensure their website is optimized for speed and mobile-friendliness.

Developing a successful online store marketing strategy requires careful planning and execution. This involves understanding your target audience, creating a unique value proposition, and selecting the right tools to execute your strategy.

To create an online store that thrives in the online world, you'll need expert guidance and advanced eCommerce solutions. ZMatjer equips you with the professional tools to succeed in the competitive eCommerce market in the UAE.

Here are some key features to look for in an eCommerce platform:

With the right eCommerce platform, you'll have ongoing support from the ZMatjar team, providing 24/7 technical support to ensure everything runs smoothly.

Developing a successful online store marketing strategy requires careful planning and execution. A well-thought-out strategy will set your store up for success.

To start, you'll want to research e-commerce conversion rate benchmarks to understand industry standards. This will help you set realistic goals for your store.

A good marketing strategy should also include personalized marketing techniques to appeal to your target audience.

Worth a look: Digital Brand Strategy

If you're a direct-to-consumer brand, consider using e-commerce marketing techniques tailored to your business model.

To give you a better idea of the growth potential, forecast e-commerce growth in percentage of online retail/e-commerce sales from 2017 to 2024.

Amazon.com's marketing strategy is a great example of how to successfully market an e-commerce store.

Setting up your online store with Zmatjer is a great way to establish a strong foundation for your eCommerce business. You can choose from customized solutions tailored to your business needs, ensuring a seamless integration of inventory updates and multi-language support to expand your global market reach.

Zmatjer's platform supports different languages and currencies, making it easy to target a global market without any issues. This means you can sell to customers from all over the world, without worrying about language barriers or currency conversions.

To get started, you'll need to set clear and measurable goals for your business. This will help you determine the objectives of your online store and ensure you're executing the right plan. SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives are a great way to achieve this.

Consider reading: Why Is Marketing Important for Small Business

Here are some key features of Zmatjer's eCommerce platform:

Having a robust marketing strategy is crucial for online sellers, and Zmatjer's platform can help you achieve this. By understanding the importance of marketing and the role of a marketing strategy, you can set your online business up for enduring success.

Don't forget to create a digital marketing plan for your eCommerce business, as this will help you deliver the best results and ROI, while also ensuring compliance and integrated marketing activity.

For another approach, see: Whatsapp Business Marketing

Having a robust online selling marketing strategy is a non-negotiable aspect of successful online selling. It provides a structured approach to reaching your business goals, enables you to engage effectively with your target audience, and facilitates continuous improvement through analysis and refinement.

To create an effective online retail marketing strategy, you need to set clear and measurable goals. This means establishing SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives.

Defining clear goals is the first step in measuring the success of your online marketing strategy. Whether your goal is to drive sales, increase brand awareness, or improve customer relationships, having a well-defined objective will guide your strategy and help you measure its success.

Key Performance Indicators (KPIs) are measurable values that demonstrate how effectively your business is achieving its objectives. Depending on your goals, KPIs can include metrics like traffic growth, conversion rates, customer acquisition costs, and revenue increases.

Before launching any new marketing campaign, it's crucial to identify the KPIs that will let you know if you're successful. Are you aiming to increase traffic? Improve your conversion rate? Boost revenue?

A well-thought-out online selling marketing strategy is your roadmap to success. It not only outlines your goals and how to achieve them but also helps you stay focused and organized in your efforts.

The following digital marketing strategies for retailers have proven effective:

By implementing these strategies, you can create an online retail marketing strategy that engages customers throughout their journey and helps you stay ahead of the curve.

Setting up a preferred payment method is crucial for your online store to succeed. Offer region-specific payment options that will be suitable to the new market you want to enter.

This step will facilitate purchasing from your website, making it easier for customers to complete their transactions. By doing so, you'll be able to cater to the diverse needs of your customers.

Defining your online presence is crucial for any online store. Understanding your customers is the main base for an online store marketing strategy.

You can research their preferences, online behaviors, and purchasing patterns to tailor your marketing efforts and address their specific needs. This helps you create a brand that meets the needs of your target audience.

A strong online presence is all about visibility and engagement. It's about making your brand known, accessible, and interactive in the digital space.

To achieve this, you need to harness the power of social media and have a well-designed and optimized website. This will help you establish a robust online presence and reach your target audience.

Understanding your competitors is also essential in defining your online presence. You need to identify your target audience and understand how your competitors are interacting with them.

By doing so, you can differentiate your brand and create a unique online presence that sets you apart from the competition.

Explore further: Why Is a Target Market Important

Setting clear goals is the foundation of a successful online shop marketing strategy. Establish SMART objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound.

Having a well-defined objective will guide your strategy and help you measure its success. Whether your goal is to drive sales, increase brand awareness, or improve customer relationships, it's essential to have a clear direction.

Identify Key Performance Indicators (KPIs) that will demonstrate how effectively your business is achieving its objectives. KPIs can include metrics like traffic growth, conversion rates, customer acquisition costs, and revenue increases.

Setting Clear Goals and Measuring Campaign Effectiveness is crucial for the success of your online marketing strategy. Defining clear goals is the first step in measuring the success of your online marketing strategy.

Having a well-defined objective will guide your strategy and help you measure its success. Whether your goal is to drive sales, increase brand awareness, or improve customer relationships, it's essential to have a clear objective.

You have to determine objectives first before execution, so follow the proper steps to establish SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives. This will help you create a roadmap for your marketing efforts.

Key Performance Indicators (KPIs) are measurable values that demonstrate how effectively your business is achieving its objectives. KPIs can include metrics like traffic growth, conversion rates, customer acquisition costs, and revenue increases.

To measure the success of your marketing campaign, identify the KPIs that will let you know if you're successful. Are you aiming to increase traffic? Improve your conversion rate? Boost revenue?

On a similar theme: Why Are Messaging Objectives Important

Segmented email marketing campaigns can be a game-changer for your business. They allow you to send highly relevant communications tailored to each subscriber's needs, resulting in a higher ROI of $36 for every dollar spent.

To get started, you'll want to separate your email list into segments based on behaviors and attributes. This will enable you to create targeted campaigns that speak directly to each group. For example, you can send a welcome series to nurture leads and guide them to purchase.

A different take: Twilio Marketing Campaigns

A well-structured segmented campaign can include a range of communications, such as:

By taking a page out of Amazon's playbook and offering personalized recommendations based on history and behaviors, you can drive more sales and increase customer engagement. Personalized emails matched to the customer journey produce much higher open and click rates, making them a valuable addition to your marketing strategy.

Discover more: Customer Care Marketing

To optimize for online visibility, focus on creating relevant, high-quality content. This will help potential customers find you easily.

SEO is a long-term strategy that builds over time, but it's worth every bit of effort due to its potential to significantly boost organic, non-paid traffic to your website.

To successfully implement SEO, you need to optimize your website's structure and ensure that your product pages are optimized with the right target keywords. This means using keywords related to your products, such as fitness or exercise, even if you sell running shoes.

Regularly updating your content is crucial, as Google rewards websites that regularly update their content with higher ranks in search results. This means you need to regularly update old content on your website to make it more relevant to current trends.

To increase your online visibility, create more web pages by adding new products to your online store or writing daily blog posts. Each web page should have at least 2,000 words, on average, to appear in search results.

On a similar theme: Website Search Engine Marketing

Selecting the right marketing channels is crucial for your online store's success. Prioritize platforms where your audience is most active to optimize marketing spend and notice real results.

This means understanding your target audience's preferences, behaviors, and needs to guide your marketing efforts. Knowing your products inside out will also help you create effective marketing strategies.

Don't waste your resources on channels that won't yield results. Carefully allocate your budget to the most effective strategies that align with your business goals and budget constraints.

The digital landscape is constantly evolving, so be prepared to adjust your marketing strategy as needed. Stay updated with the latest trends and techniques in ecommerce marketing to stay ahead of the game.

Creating high-quality content is a crucial step in online shop marketing.

Content is the king in any online store marketing strategy. Content is the main way to attract more customers or drive them away. Develop valuable blogs and customer testimonial pages or posts to engage potential buyers.

A content-rich strategy enhances SEO and increases conversion rates in ways you can’t imagine. Give priority to creating valuable content that matches the intentions of your audience.

Creating engaging and informative content in the form of blogs, podcasts, and videos can significantly enhance your online marketing strategy. Blogs are a great way to share more in-depth information about your products, share industry news, or provide useful tips to your customers.

They also contribute to your website's SEO, making your online store more discoverable on search engines. Podcasts are growing in popularity and can be a unique way to engage with your audience.

Videos have the power to showcase your products in action, explain their features, and even share customer testimonials. Platforms like Instagram, Facebook, and TikTok have specific features designed for sharing short, impactful videos.

Product images should be clear, high-resolution, and taken from various angles to give customers a comprehensive view of what they're buying. Make it descriptive and appealing.

Recommended read: Why Is Market Share Important

To engage with your audience, create buyer personas that are detailed and accurate. This will help you understand their needs, demographics, and online behaviors, allowing you to tailor your marketing efforts effectively.

Crafting your marketing messages to resonate with these personas will increase the likelihood of engaging your audience and driving conversions. By making your marketing messages relevant to their needs, you'll be more likely to capture their attention.

To boost engagement, consider using contests and giveaways that are exciting and worthwhile. This can foster a sense of community and increase your brand's visibility, while also attracting potential customers.

A fresh viewpoint: Marketing with Text Messages

Offering great customer service is crucial for building trust with your audience. Providing exceptional customer service, especially if your online store is new, will enhance brand trust and improve retention rates.

To address customer concerns efficiently, it's essential to offer multiple support channels. Determining a part to offer phone support can be a great way to provide this.

Having a clear and easy-to-use support system can make a big difference in how customers perceive your brand. Providing excellent customer service will ultimately lead to happy customers who will return and recommend your brand to others.

For your interest: Pinterest Marketing Service

Contests and giveaways can be a game-changer in your online selling marketing strategy, engaging your existing customer base and attracting potential customers.

To make a contest exciting, ask participants to share your product on their social media profiles, tag friends, or come up with creative captions for your product. This kind of user-generated content can foster a sense of community and increase your brand's visibility.

Running a giveaway can yield big returns for your brand, even with just four giveaways or contests a year. Tools like Rafflecopter and Gleam can help by allowing social sharing and following as ways to sign up for your giveaway.

The best prize for a giveaway isn't always your own product, but a complementary one that doesn't associate your product with something people can get for free. For example, if you sell makeup products, you might offer a free makeover or free samples like Sephora does.

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To drive massive impact from your giveaway, create a promotional plan that goes beyond just running the giveaway. This could include using Facebook groups, like dropshipping pro Tim Kock did, to launch his giveaway and make $8,873 in 31 days selling sunglasses.

To make the most of your giveaway, consider running a "runner-up" campaign that offers a small gift card to everyone who entered the contest or giveaway. This can result in some pretty sweet sales since you're sending the prize to everyone who participated.

Evaluating the performance of your giveaway is crucial to determine whether it's bringing in qualified traffic who converts or just cheap traffic who want freebies.

Social media platforms are an excellent way to build brand loyalty and engage with customers. They help you showcase all your products, engage audiences, and drive traffic to your online store.

By partnering with influencers, you can further enhance brand credibility and expand your reach to your targeted audience. Choose niche influencers who align with your brand's values and aesthetics to make the most of this strategy.

Allowing third-party marketers to promote your products in exchange for a commission is a cost-effective way to expand your reach. This is known as affiliate marketing, and it can help you reach a larger audience without upfront costs.

Influencer marketing is a powerful way to build brand loyalty and engage with customers through social media platforms.

SM platforms are excellent ways to showcase all your products, engage audiences, and drive traffic to your online store.

Partnering with influencers can help you further enhance brand credibility and expand your reach to your targeted audience.

Through your online store marketing strategy, make sure to partner with niche influencers who can promote your brand to their followers.

By partnering with influencers, you can significantly boost brand awareness and credibility.

Choosing the right influencer aligned with your brand's values and aesthetics is crucial for this strategy to work.

The power of influencer marketing cannot be underestimated, it's like having a megaphone that amplifies your online selling marketing strategy.

A different take: Youtube Influencer Marketing

Affiliate marketing is a powerful way to expand your reach without breaking the bank. It allows third-party marketers to promote your products in exchange for a commission, essentially giving you access to a wider audience with minimal upfront costs.

By partnering with affiliates, you can tap into their existing networks and leverage their influence to drive sales. This can be especially effective if you're just starting out, as it gives you a chance to test the waters without committing to a large marketing budget.

One of the biggest benefits of affiliate marketing is that it allows you to pay only for results, eliminating the risk of wasting money on ineffective advertising. This makes it a low-risk, high-reward strategy that can pay off big time.

For your interest: Paid per Click Affiliate Programs

Providing excellent customer service is essential to building brand trust and improving retention rates. This is especially true for new online stores.

To offer exceptional customer service, consider providing multiple support channels, such as phone support, to address customer concerns efficiently.

Rewarding repeat customers is a great way to encourage loyalty and retention. You can do this by offering discounts, exclusive access, or loyalty points.

Loyalty programs can increase the Customer Lifetime Value (CLV) of your customer base by incentivizing repeat purchases with exclusive perks and personalized value. A points-based system is a popular choice, rewarding engagement and motivating customers to stick around and spend more over time.

Tiered rewards based on lifetime value can also be effective, offering VIP treatment and perks to big spenders. Other programs revolve around early access to sales or special discounts, making members feel valued with members-only promotions.

Free shipping is another common practice to reward loyal customers, and birthday gifts and surprise rewards can delight them even more.

Intriguing read: Affiliate Referral Programs

Advanced marketing strategies are becoming increasingly important in the ever-evolving world of online selling. This is because innovative techniques can potentially elevate your online selling marketing strategy to new heights.

To stay ahead of the competition, it's essential to explore new ways of reaching and engaging with your target audience. Advanced marketing strategies can help you achieve this by leveraging the latest trends and technologies.

Innovative marketing strategies, such as influencer marketing, can be a game-changer for online sellers. By partnering with influencers who have a large following in your niche, you can tap into their audience and increase brand awareness.

Content marketing is another advanced marketing strategy that can be highly effective. By creating high-quality, relevant, and valuable content, you can attract and retain a clearly defined audience.

Utilizing social media platforms to promote your online store is also a crucial aspect of advanced marketing strategies. This can help you reach a wider audience and increase brand visibility.

On a similar theme: Why Content Marketing Is Important

Setting clear goals is the first step in measuring the success of your online marketing strategy.

Defining clear goals will guide your strategy and help you measure its success. Having a well-defined objective will let you know if you're successful.

Identifying Key Performance Indicators (KPIs) is crucial to measure the success of your marketing campaign. KPIs can include metrics like traffic growth, conversion rates, customer acquisition costs, and revenue increases.

You can use free analytics tools if you're a start-up with no budget. Some advanced analytics tools can identify trends, measure ROI, and help you adjust strategies accordingly for continuous improvement.

Analytics helps you understand how your campaigns are performing, and provides insights into your target audience's online behavior, preferences, and pain points. This information allows you to tweak your strategy, making it more targeted and effective.

The key to a successful online selling marketing strategy is not a one-time exercise; it's a continuous process that requires constant monitoring, analysis, and refinement.

A unique perspective: Website Marketing Analytics

Expanding your online store in global markets requires careful planning and paying attention to the different needs of this new market.

You'll need to adjust your branding and marketing messages to align with the new cultural preferences and values of the different regions you're targeting.

Cultural adaptation is the first step if you want to expand globally, and it's essential to make your marketing effort align with the new cultural preferences and values.

Careful planning is crucial when expanding your online store in global markets, so don't rush into it without thinking it through.

Paid advertising is a powerful tool for online selling, allowing you to reach a targeted audience and drive traffic to your store.

By bidding on keywords related to your products, you can get your ads to appear at the top of search results, increasing visibility and the likelihood of conversions. Crafting an enticing ad copy with a clear call to action can significantly increase your click-through rates.

Advertising is one of the main marketing strategies used for growth, and it's a crucial part of any online selling marketing strategy.

Here are some effective advertising strategies to consider:

With over 4.89 billion active social media users worldwide, paid social advertising offers unmatched targeting capabilities. You can tailor paid social campaigns to reach users likely to convert, and retargeting is a proven tactic for getting follow-on sales.

Recommended read: Adobe Social Marketing

To optimize your paid social ads, use A/B testing to see which version of ads performs best, and then optimize visuals, captions, and calls to action to improve cost per conversion.

Paid search ads can also be an effective way to drive traffic to your store, especially when used in conjunction with SEO. You can use Google Shopping ads to showcase products for relevant commercial queries, and search retargeting ads to accelerate decisions and repeat purchases.

If this caught your attention, see: Search Engine Marketing in China

Social media is an excellent way to build brand loyalty and engage with customers. You can showcase all your products, engage audiences, and drive traffic to your online store.

To create an effective social media marketing strategy, you need to identify which platforms are worth pursuing for your specific business. For example, if you're an online fashion retailer, you'll likely get more sales from Instagram and Facebook than LinkedIn.

Every social platform has a specific target audience, so it's essential to understand who your followers are and what they're interested in. You can use social analytics tools like Sprout Social to get an in-depth look at your customers' demographics.

To maximize engagement, create a social calendar that outlines the type of content you'll post each day and how often you'll post. For example, if you find that Wednesdays get the most engagement, you might choose to share a video on Instagram that day.

Sharing user-generated content is another effective tactic. By sharing photos or videos created by your customers, you can build customer loyalty and showcase different looks with your products.

Here are some additional social media marketing strategies to try:

Content marketing is also a crucial aspect of online shop marketing. By creating valuable content that matches the intentions of your audience, you can attract and engage with potential customers. A Content Marketing Agency can help you identify what your audience is searching for and implement an effective online store marketing strategy.

Some effective content marketing strategies include creating engaging and informative content in the form of blogs, podcasts, and videos. These types of content can significantly enhance your online marketing strategy and contribute to your website's SEO.

On a similar theme: Seo and Content Marketing

SEO is a powerful way to increase your online visibility, making it easier for potential customers to find you. By optimizing your online store for search engines, you can drive organic traffic and enhance credibility.

To implement SEO, focus on creating relevant, high-quality content and optimizing your website's structure. Ensure your website is user-friendly and your product pages are optimized with the right target keywords.

SEO is not just about sticking to your exact audience; it's about acquiring new traffic. For example, if you sell running shoes, you'd focus on keywords related to fitness or exercise, not just running. This allows you to target a broader audience who could still be interested in your products.

Here are some key SEO strategies to keep in mind:

By implementing these strategies, you can significantly boost your online visibility and drive more traffic to your website.

SEO is a long-term strategy that builds over time, and it's worth every bit of effort due to its potential to significantly boost organic, non-paid traffic to your website. It's not just about sticking to your exact audience, but about acquiring new traffic.

To successfully implement SEO, you need to focus on creating relevant, high-quality content and optimizing your website's structure. This includes ensuring that your website is user-friendly and that your product pages are optimized with the right target keywords.

SEO requires you to keep your content fresh. Google rewards websites that regularly update their content with higher ranks in search results. This means you need to regularly update old content on your website to make it more relevant to current trends.

You can update content by deleting outdated sections and replacing them with new information. This will not only make your content more relevant but also improve your website's ranking. For example, if you sell running shoes, you'd focus on keywords related to fitness or exercise, not just running.

Here are some organic search marketing strategies for retail stores:

SEO is not just about creating new content, but also about updating old content. Content freshness is a SEO powerhouse that requires you to update old content on your website to make it more relevant. This will not only improve your website's ranking but also increase your traffic.

Here's an interesting read: What Is Content Marketing in Seo

To create more web pages, you can add new products to your online store or write daily blog posts. Each web page should have at least 2,000 words, on average, to appear in search results. You can also create tools, landing pages, ebooks, or other web pages to increase your odds of getting more traffic.

SEO is a long-term strategy that requires patience and effort. However, the results are well worth it, as it can significantly boost your website's traffic and ranking. By following these SEO tips and strategies, you can improve your website's visibility and drive more traffic to your online store.

Related reading: Marketing Web Page Design

Email marketing is a crucial component of online selling marketing strategies, and when combined with SEO, it can drive traffic, increase conversions, and boost sales.

Leveraging email marketing and SEO can help businesses reach a wider audience and stay ahead of the competition.

Email marketing has proven its worth time and again, helping businesses drive traffic, increase conversions, and boost sales. With over 4.89 billion active social media users worldwide, social media advertising can also be a very effective channel for building a brand.

Paid social advertising provides phenomenal returns on ad spend through hyper-targeted exposure to hot prospects.

Email marketing will help you build strong customer relationships by using automated email sequences, personalized product recommendations, and exclusive discounts to nurture leads.

Here are some key benefits of email marketing:

Public Relations and Collaborations are crucial for any online shop's success. You can get media coverage by signing up for HARO, which sends you requests from reporters three times a day.

Getting media coverage can elevate your brand, and you can use a retargeting ad to convert the free traffic into sales. You can also increase publicity by doing something newsworthy or pitching the media on your own.

You can also host customer appreciation days, trying out different customer service ideas to strengthen your relationships with customers. Offering a discount or a free gift can incentivize purchases while making your customers happier.

Curious to learn more? Check out: How to Promote Your Website for Free

Here are some marketing strategies that can work well for collaborations and partnerships:

Compliance with local regulations is a crucial aspect of expanding your online store into new markets. Ensure your online store follows the legal requirements of each country you enter.

Taxation rules vary greatly from country to country, so it's essential to research and comply with each region's specific regulations. This will help you avoid any potential issues with tax authorities.

Following local advertising regulations is also vital to avoid any controversy or fines. Ensure your advertising practices comply with the regulations of each country you operate in.

By complying with local regulations, you can expand your online store easily and avoid any potential legal issues.

A fresh viewpoint: Affiliate Advertising Blog

Public Relations is a crucial aspect of maintaining a positive public image and increasing brand awareness. It's about preventing and putting out fires that can harm a brand's reputation, while also showcasing the good things your brand does.

Getting media coverage can elevate your brand, and one way to do it is by signing up for HARO, which sends you requests from reporters looking for experts for their stories three times a day. This can lead to a link back to your website and even conversion into sales with a retargeting ad.

Hosting customer appreciation days can strengthen relationships with customers and boost sales. You can create a one-day customer appreciation sale with a steep discount or offer a free small gift with every purchase using an app like Free Gifts by Secomapp.

Monitoring what people say about your brand is also essential, and you can track this by setting up a Google Alert to notify you when an article is published featuring your brand name. You should also keep an eye on websites like Yelp, Better Business Bureau, or small blogs to ensure there aren't any angry reviews.

Collaborations can be a game-changer for your business. By partnering with another brand, you can tap into their audience and elevate your marketing campaign.

Most people view brands in similar niches as competitors, but they can also be allies. This is because they serve the same audience but carry different product lines, making it possible for them to co-create content, host a contest, or launch a joint product together.

Collaborations don't always need to be an even trade. For example, I shared how another online retailer in a similar niche gave me a free shout-out on Instagram, resulting in new followers and website visits.

Here are some effective marketing strategies for collaborations and partnerships:

Video marketing is a game-changer for online shops. It significantly improves engagement and conversion rates while building more trust with customers.

To create effective video content, you can use different types of videos, such as product review videos, behind-the-scenes footage, and product demonstration videos. These types of videos can help establish authenticity and build a connection with your audience.

Here's an interesting read: Different Types of Email Marketing Campaigns

You don't need a lot of equipment to create videos. Your phone and a free video editing app from the App Store or Google Play can get you started. For example, on Instagram, you can use apps like Boomerang to create short video loops.

To maximize your video marketing efforts, consider posting short videos on social media platforms like Instagram and Facebook. These short videos can be posted frequently and can help build a stronger brand presence.

If you have a sizeable Instagram audience, you can use Instagram Stories to create quick videos that link directly to your products. Just remember to make your videos eye-catching and entertaining, and include a call-to-action to encourage viewers to swipe to buy.

Here are some video marketing strategies to try out: