eCommerce Marketing: Guide to eCommerce Advertising 2023

In marketing and Advertising within the cutting-edge, cellular, internet-age approach, the target market is inundated with messages that are no longer just an out product. Without a strategic eCommerce marketing plan, a business’s website will fall in thousands of other corporations promoting comparable merchandise for similar charges.

Advertising strategies like search engine optimization, pay according to the clicked advertising, electronic mail advertising, and traffic evaluation can help an eCommerce marketing website benefit and maintain shoppers.

What’s eCommerce Advertising?

ECommerce advertising is the system of driving income via elevating awareness approximately the web, saving the brand and product offerings. Virtual advertising for e-commerce applies conventional advertising and marketing ideas to multichannel, statistics-driven surroundings.

Many e-commerce advertising organizations use this lack of funding in online shopping to justify high spending on increasing visitors to the internet site. Regularly, if an advertising company puts the concept into their e-commerce advertising strategy, this high spending won’t be essential.

Social Media Marketing for eCommerce :

Very few things in lifestyles promise countless alternatives – digital and social media advertising is one exception. Turning into relevant organizations, pages, and communities on various social media systems may be worthwhile.

Get updated on new key phrases, trending hashtags, and various topics. Liking, sharing, suggesting, selling, retweeting posts, photos, motion pictures, and other thrilling data will not go left out in the one’s groups and communities, adding to your visibility in addition to the industry.

Social media usage for eCommerce companies every so often starts evolving and ends with Facebook. That is, on the whole, because Facebook is the maximum essential among all the social media structures. It has billions of lively users. But there are other social media systems as correctly.

Influencers, as humans having a solid online following, are typically noted can augment an emblem’s public reach and trust element unprecedentedly. Attaining out to influencers on social structures lets you upload in your social presence. Studies youtube for films approximately the goods and brands you’re promoting or about merchandise inside the same category.

Search for videos using brands, customers, specialists, and retailers. Take notes of the information they provide, the style and duration of their movies, and calls to motion. Use those insights to decide what films to make or curate for your site.

If you haven’t used movies on your website before, it’s a good concept initially, your fine-selling merchandise or product pages with the best visitors. This will allow you to have quick engagement and conversion. The product images and descriptions can grab buyers’ interest and activate them to interact with the content material.

Try to locate the video above the fold while viable. Avoid placing films at the lowest of the web page, as this makes it difficult for buyers to find
out them.

Generating Sales through eCommerce Advertising :

Effective PPC campaigns drive users with intent to get, creating it additional economical than several traditional advertising platforms. Businesses bid on impressions for paid listings at the highest program results, settling on a per-click basis. Impressions area unit determined by a user search question, with strategy revolving around that keyword bids, yields the best ROI.

Banners, sidebars, and different predominantly visual advertisements appear on other websites. Show ads area unit expedited by ad networks like Google Show Network.

Referrals from websites with trade or product-focused content like reviews, comparisons, and testimonials. They generally receive a collection commission of referred sales, typically determined individually.

eCommerce Email Marketing :

The case studies highlight the positive impact of product reviews. I was once running an associate degree, email-based review promotion. For many e-commerce websites, an associate degree 80/20 relationship exists between customers and total revenue. An oversized proportion of income is often driven by a comparatively tiny range of loyal customers.

Your transactional emails should primarily tell the client the order’s standing. This doesn’t mean that you can’t use them as a chance to interact with the client or up-sell different merchandise. Adding cross-sell recommendations in shipping confirmation emails enhanced group action rates by two hundredths.

Google Shopping Ads :

Google determines once to point out product listing ads supported by merchandise provided within the bourgeois Center feed. Product listing ads offer users additional info regarding the shop, product, and price. Searchers even don’t have to be compelled to attend the positioning.

Thus, people who click through to the shop area unit are inclined to form a sale. Product listing ads are displayed conspicuously within the search results than customary text ads.

That’s why the user will see much of your merchandise constantly, and such ads sometimes take up more room on the search results page.

eCommerce SEO :

• Start optimizing the correct landing pages.
• Steers beyond unethical strategies utilized in building links (paid and quick links like comment spam).
• The most vital link-building process for e-commerce sites lies inside the positioning itself –internal linking.
• Information about your market is the best arsenal for making them purchase your product.

eCommerce Selling Strategy, Tips, and Tricks :

• Offering a voucher code may be a perfect way to attract repeat customers. If you’re out email selling frequently, your sale price is lower for those customers. Thus, you’ll provide discounts and still create a decent profit.
• Before hopping into remarketing ads, educate yourself on the first helpful ad formats.
• Check that your ad is visible, branded, and to the purpose. Do not load it up with text or promote a suggestion that may expire.
• Utilize the most effective selling tools and resources that area unit is on the Internet.
• Practice differing kinds of techniques and tricks.

Therefore, use the top methods and techniques to spice up the e-commerce website sales and become a winning entrepreneur. Have cheerful marketing.

Guide to eCommerce Lead Generation.

Lead generation is getting information such as names, email addresses, etc., f prospective customers online through search engines and websites. Lead generation is a time-consuming process. Some specialized companies lead generation for various companies such as insurance, real estate, marketing first, etc.

Introduction to eCommerce Lead Generation

Lead generation for e-commerce help in increasing conversions. E-commerce should follow effective strategies for lead generation. Lead generation is essential in the sales funnel for any business with an online presence. A webform is used to collect the information of the visitors, which is called the lead in online marketing.

Effective Lead Generation Strategies for eCommerce Sites

Here are a few lead-generation strategies that work effectively for e-commerce sites.

• Make sure to collect email information from those who visit the e-commerce site. This is one of the best e-commerce lead-generation tools. Offer free shipping coupons or other exciting offers to encourage visitors to give their email addresses.

• Word of mouth is another effective lead-generation tool. This has proved to help many e-commerce sites that adopted this age-old tool. Encourage your customers to refer to a friend and offer special discounts to those who refer new customers. Also, provide special discounts for first-time buyers.

• Pop-ups proved to increase the conversion rate by at least twenty-five percent. Use pop-up forms to collect information and promise to offer better services to these customers. Offer good deals for those who sign up with their email addresses.

eCommerce vs. Lead Generation

Every business, whether small or big, offers some goods and services which must be promoted before the audience, who may be buyers. Lead generation is the best way to increase sales.

The essential components in the lead generation process include bringing traffic to the e-commerce site and encouraging visitors to share their details. The e-commerce site has to attract prospects based on the company’s goals.

This can be achieved using search engine marketing, optimization, social media, display ads, and offline events.

Lead generation is essential for e-commerce sites as the contact info collected from prospects can promote the services or products offered by the e-commerce sites to reach the visitors and try turning them into customers.

E-commerce sites should provide high-quality content for prospects to visit the website to exchange contact information. This is a common practice followed by many e-commerce sites. Another effective method is to use webinars to encourage visitors to participate.

The most effective and followed tool for lead generation by most e-commerce sites are presenting the service or product attractively on landing pages. Optimize the landing page to get the most benefits.

If e-commerce sites follow the right lead generation strategies, there is no reason why these cannot get the required results. It is all about creating the right plan and implementing it religiously.

10 Actionable eCommerce Marketing Tips to Generate Sales

‘eCommerce,’ also called Content Marketing, is the activity that is carried out on the Internet. Here there is no direct interaction between the seller and the buyer. The seller (marketer) puts his content (about himself, his company, and his products) on the net.

The prospective buyers will search online for the product that is required. Once they are satisfied that the said product can fulfill their needs, they will purchase (once again online). The payment will also be online, and the product/service will be delivered to the buyer’s doorstep.

As the marketer wants to generate more sales through e-commerce, he may find the following as the subject of interest. He may implement one or more of the suggestions to create sales.

1) Upselling the products: This is quite the opposite of underselling. To increase interest in the minds of prospective buyers, the seller adopts either of the two ways – out of stock or pre-sale.

2) Integration (Integration with Instagram) enables the marketer to the high potential offered by Instagram. On average, it is proved that the minimum order value on Instagram is much more than the competition.

3) Reducing abandoned carts will ensure the customers return to the site to complete their purchases.

4) The Facebook store will add to the marketing mix strategy of the marketer. FB can take the lion’s share of online sales.

5) Capturing more mail subscribers is another essential method to generate sales.

6) Wish list reminders will automatically draw the buyers to the site.

7) By adequately arranging the online store, the marketer will facilitate more accessible access to the visitor about the product he is looking for. There is no hard and fast rule relating to the arrangement of products to meet the viewer’s requirements (prospective buyer).

8) Product reviews will provide social proof of your product’s existence and enable SEO. Increased SEO will directly result in increasing visits and ultimate conversion to sales.

9) Ad spending is to be reviewed and revised at regular intervals

10) Conducting market research and enhancing the product range.

The above are some (not exhaustive list) techniques to generate sales. Additionally, as there are no hard and fast rules that whatever is mentioned above is correct, the marketer need not stick to the above, but he can plan and implement his ideas.

Guide to Promote eCommerce Products Dynamically on Facebook.

Marketing has been a constant challenge as the marketer is required to promote his products in different ways. The marketing area is now going beyond geographical boundaries, and one of the methodologies adopted in this regard is e-commerce.

‘e-commerce’ promotes products through content, and online is the platform.   Facebook has been the undisputed leader in offering this online platform. The platform can offer the users an opportunity to increase relationships and the marketers to promote their products.

Despite the best content, the marketer can’t expect 100% success for his range, and he needs to adopt different strategies to promote his products and the platform. In this regard, Facebook is an avenue for the marketer with its ever-increasing user base (presently pegged at 1.9 billion unique users); this platform has become the best online ordering place.

Promotion of eCommerce on Facebook can be achieved in many ways, and some of them are briefly discussed below:

1) Dynamic Product Ads:

As the name suggests, this strategy will enable the marketer to create ads automatically for each product in their catalog. This facility allows a marketer to offer specific products to a particular Facebook user based on earlier preferences.

2) Multi-Products Ads:

This facility gives Facebook users to select the outcome of their choice from multiple options. The marketer can also project the numerous benefits of a single product through this channel.

3) Conversion Tracking Pixel:

It is small and tracks customers’ behavior on the site. This tool enables the marketer to optimize his campaigns and build a lookalike audience to target his marketing mix ads.

Above are only some ways to promote e-commerce products on Facebook dynamically. As there are developments daily, the marketer can also explore newer methods.

Ways to Promote Your E-commerce Site on A Limited Budget

It is not easy for every e-commerce company to spend more ad dollars for their advertising and promotions of the E-commerce site across the web. The Internet is not a too expensive medium if the marketers properly plan resources and paid advertising and promotion on small budgets. Here are some important ways to promote your e-commerce site on a limited budget.

Website Design

Create and design a high-quality website with a responsive design where users can easily access the pages on your site quickly. The site must represent your company so that people can reach your website if you have unique and attractive content that can be useful to them. Capture the audience’s attention in the site’s first five seconds and engage with them.

Quality and Attraction

The content plays a significant role in the success of your e-commerce company. To create unique, quality, and relevant content for the audience to attract them towards your company’s products and services. Go for video content, as it is beneficial. Utilize the Youtube platform as your advertising and promotion medium. But don’t stick up with a single platform, as multiple platform advertising and promotion means a lot for your e-commerce site to get successful.

Go for Influencer Marketing

Influencer marketing is an ongoing trend in e-commerce marketing. The main thing is finding the right influencer in your budget to promote your targeted demographics and lead sales conversions.

Utilize Budget for Paid Ads

Utilize different ad formats in your budget on top platforms like Youtube and Facebook, and go with those formats to reach the people with your new product trailers and demos.

Embed

Embed your video content on your blogs and sites and converse with the people by adding some more different tips, how-to’s, facts, etc., in that video and utilize the content to grab the audience towards your site.

Guide to Google Trusted Stores for eCommerce Store

Marketing a product means trying to set the product apart from other similar products. Using Google for this task is not easy. For any e-commerce store, it is essential to win the trust of online shoppers. For this purpose, they can use the Google Trusted Stores program. Based on some parameters, Google gives a trusted stored badge to e-commerce stores.

To apply for the Google trusted store program, you must have a Gmail account and satisfy the eligibility conditions. The stores should receive a minimum of six hundred orders in three months, and they should not sell restricted services and products.

The eCommerce site should have an SSL certificate, and the checkout page must be encrypted. There are three core processes in applying for Google Trusted stores: account creation, technical integration, and qualification period.

Suppose your eCommerce site is certified by Google. In that case, your website will have a Google-trusted store badge that can increase online shoppers’ confidence, resulting in higher conversion rates. The badge can be displayed to suit the eCommerce site’s design or in the webpage’s bottom right corner.

Google also offers purchase protection for customers who shop on eCommerce sites certified by Google.

This is available if the customer did not receive the correct item in the promised condition, the bill amount is incorrectly calculated, or there is a delay in the product’s shipping.

Google Trusted Stores program may not work the same for all e-commerce sites. Still, the certification improves the customers’ confidence and increases sales and return on investment. It is also clear from the information available that Google’s trusted store certification would also help to rank higher in organic results.

Digital Marketing Team for eCommerce Company to Get Outstanding Output

The competition was fierce across the web in the e-commerce sector. Every day some new company was establishing their presence in e-commerce across the Internet. Digital marketing for e-commerce is not easy when dealing with eCommerce marketing. There are millions of videos and other forms of media content across the web, and majorly, they contain more information about eCommerce marketing, campaigns, promotions, ads, etc. To get identified among those millions of companies and websites, a perfect digital marketing strategy is essential for outstanding output. But it has solely depended on the efforts and proper implementation.

Digital Marketing Team for eCommerce Company :

The right and efficient digital marketing team is a must and should generate the best results.

Though you have a great strategic plan to succeed in marketing your company, implementing the program is more critical than creating. The strategy must be designed with a perfect implementation plan, requiring a team of expert professionals in digital marketing. There are several strategic plans for your policy, which one professional cannot implement at a time, and it requires a team of professionals to succeed.

Solid Backend Development Team :

A perfect reliable backend development team is essential for digital marketing today. The team must have competent professionals with experience in dealing with startups to high-level companies in digital marketing, as the plan varies depending upon the existing standards of the companies. The team must be patient and effectively provide the best support from the backend to succeed.

Advanced Search Engine Optimization Team :

SEO plays a significant role in staying different from other companies. A company with the right SEO team is the biggest asset in digital marketing. Optimization is essential to make your content reach the audience on various devices. Today everything is going through mobile technology; even marketers are targeting the same. So, your team must have the best mobile optimization professionals to expand your reach to the audience across the web.

Many lost their patience while accessing the website due to a lack of efficient search engine optimization and responsive design. If a problem arises on an eCommerce website, reaching the sales target and everything is tough. So, it must have an excellent search engine optimization team to have better website content and good rankings.

Graphic Designers to Create Creatives for Social Media :

Social media is generally targeted in e-commerce marketing to expand its reach by promoting various campaigns and content. According to recent research reports by multiple companies, it was revealed that the graphical form of content has a high demand. People will likely find the information via the graphic content and graphically designed websites while purchasing the products on the parent e-commerce websites. So, it is necessary to add some good visual content wherever essential to attract the consumers’ attention online.

Content Writing and Content Creation Team :

An efficient content writing team also shares much of your e-commerce marketing success.

Whatever strategy you plan for your marketing works only with the perfect presentation and explanation to the audience with different content forms. So, one must have an efficient team of content writers and creative content teams to generate unique and quality content to achieve better rankings across search engines.

Social Media Team :

An efficient social media team is also a prerequisite for the best strategy. Social media is the primary weapon that every e-commerce company is dealing with to reach sales targets. The ads on various social media platforms have already worked a lot and given success to many e-commerce companies. But, it requires an excellent social media team who are experts in managing social media, optimization, advertising, and marketing.

Online Sales team with knowledge of Social Media :

The sales team must be able to utilize different social media platforms and have valuable contacts. They must have excellent skills in communication with the audience to increase the conversion rates to the company. They must have excellent promotion skills to sell and catch up with the consumers with excellent support.

Online Advertising Campaign Team :

The online advertising campaign team also plays a vital role as the campaigns are mainly planned to reach and attract the audience towards the products and increase the company’s exposure. A good adverting campaign team is highly required for a digital marketing company to provide clients with the best services and generate the best advertising outcomes.

Analytics and Big Data Research Team :

Analytics is not just the measure of some strategy. Still, it also reveals the company’s mistakes and current standards, which can be very helpful in developing and correcting the errors that generally flow in implementing a strategy. A dedicated research team on big data and analytics is critical to know eCommerce companies’ existing standards and ROI estimation.

Technical Support Team with Knowledge of the eCommerce process :

Technical support is highly required for e-commerce firms because there may be several problems raised with shopping carts and the traffic on the website, which can cause disturbance during business hours. The technical team can accommodate correcting things whenever a problem occurs on the site and related items.

So, to get outstanding results for your eCommerce marketing company, full-pledged experienced, talented, and creative digital marketing is a must and should. One can follow the above guidelines and requirements to apply digital marketing for eCommerce marketing development.

Ways to Make Your Sales with eCommerce Marketing

Recently, we have started to hear more and more terms like “growth hacking” in the eCommerce industry. As any seasoned E-commerce veteran will tell you, you need a sustainable, long-term marketing strategy, not merely a short-term “growth hacking marketing strategy.”

This is like the old analogy of the tortoise and the hare, which conveys the message that the slow and steady wins the race. The same is true in business, particularly in the eCommerce marketing sector. This article is aimed at any small business owner in the e-commerce sector who wants to get started in marketing.

Whether you’re just starting or looking for more effective ways to market your e-commerce site, follow the best practices in the field to reach the success levels the branded ones enjoy today. You can spend millions every month paying a social media company to look after your eCommerce marketing.

However, that is unnecessary, provided you use the proper marketing and promotional techniques. The following are the marketing techniques you can use to see the changes in your business.

• Social Media Marketing eCommerce Campaign is vital: This platform has vast potential to showcase your brand and its associated business. By projecting the strengths and differences from standard perspectives, the companies can turn the tide in their favor.
• Pay-Per-Click (PPC) Advertising Campaign with experts: This is a helpful way to publicize an e-commerce site sustainably and profitably. With PPC, you must commit to testing and bettering your campaigns regularly. Only when you make this commitment will you be able to start reaping the rewards of it?
• Public Relations (PR) with experienced PR professionals: The promotional campaign can be done regularly in newspapers, TV, and popular niche blogs to generate media buzz about the business. This enables you to build a reputation, which is the first step in developing the brand for your business. It is deadly dull and majorly helpful in promoting the business.
• Radio Advertising for Word of Mouth: Try to promote your businesses through radio advertising, especially the smaller ones with deep penetration in the country. At the cost of a few dollars, your advertisement will reach thousands of listeners, that too, from the far-off corners of the country.
• Multichannel E-commerce Selling is a must: If you want to sell your product without spending too much on campaigning, you can use multichannel eCommerce marketing. You can use popular e-commerce websites like Amazon, e-Bay, etc., to promote your business through business cards and fliers. Include discount codes for the pilots and watch in amazement, as buyers will buy directly from you in the future.

How to use Twitter for eCommerce Marketing

Twitter is the busiest microblogging platform across the web, and it is compelling for marketers to boost customer engagement and sales conversions with the Twitter platform. Marketers have already targeted the Twitter platform for an eCommerce business as the Twitter platform generally gets updated timely. Here are some different ways to boost your eCommerce marketing using Twitter platforms as your marketing medium.

Tweet at the right time

A different social network has different best timing for tweeting and sharing the content with the audience to reach better. Regarding the Twitter platform con, consistent Tweets at least five times a day are highly required to achieve the targeted audience across the platform.

Tweeting at noon, between 2 to 3 pm, and five to six o clocks in the evening are the best times to boost your sales on the platform.

Customer service and support on Twitter

Customer service plays a crucial role in business success. So always be interactive with the customers and answer the consumer queries on a Twitter platform which can increase the chances of conversions by about 18 percent. So make the Twitter platform your destination for interaction and service to the customers online.

Twitter marketing automation

Automate your marketing on a Twitter platform using different social media tools designed for online marketers.

Find the right influencers for influencer marketing for your e-commerce business.

Search for influencers who can influence people to purchase your products and positively impact your brand, services, or products online.

ECommerce Website Development Strategies

With the advent of highly competitive pricing tools, winning an online pricing war can be tricky for e-commerce retailers. For example, large online retailers like Amazon have an advantage in competitive pricing. The larger establishments can set the price low enough to put the small businesses out of completion.

But, smaller enterprises need not worry about this scenario, as there are possibly more ways to stay afloat to attract online buyers. Here are six tips that will help you develop an e-commerce developing strategy.

Know your Margins and Plan them.

Before entering the price war, the business should know the margin it is affordable to keep. Hence, it would be best to put a benchmark on the price you can consider lowering to attract more customers. It would be best not to go beyond that to save your business. If it is not enough, consider including other profitable items to propel the growth of your business.

Know your USP and market to target

Always define your USP to make you stand apart from others in the market. For online retailers, a unique factor could be excellent customer service, free or timely S&H, or products you can’t find anywhere else. Of course, there are many more ideas that you can use. The key to this is a proposition that is unique to the business. For example, a company can donate a dollar from every transaction to fund clean water projects.

Offer Incentives and Discounts

Once you know your margins, you price your product so that you seem to incentivize the customers to come forward and buy it. This can be given as a limited-time offer to reach a maximum number of customers. If you have surplus products to offer, you can sell your product as a two-in-one request.

Additionally, people perceive large percentages as significant savings. This way, you can increase your business.

Diversify Product Offerings with different categories

To offer a diverse range of products that will sell, e-commerce store owners must first understand their market demand clearly. For this, you must read e-commerce news. Use products like “Google Trends” or “Google Insight” to check the popularity of an SKU and try to attend local Meet-ups with fellow online retailers.

Guide to Predictive Analytics for eCommerce Marketing

Machine learning can be used to learn things and analyze to predict the outcomes and causes are nothing but predictive analytics. It is an estimated analysis of the things that relate to eCommerce marketing.

Why do predictive analytics matter for the eCommerce business?

Predictive analytics is beneficial for e-commerce marketers because they can estimate things before investing in marketing strategies for their business. Predictive analysis is critical to saving time and money. For example, if an e-commerce business wants to invest or spend ad dollars on a new technique, it is best to use predictive analytics to estimate the revenue and outcomes.

Predictive scoring and predictive audience

Predictive scoring mainly targets the data points in which the predictive modeling has the best prospects of knowing the characteristics of the data and practices. It helps you know about the people likely to buy some products or services. Data science can be utilized in predictive lead scoring with statistical analysis and machine learning. A predictive audience is an approach with a machine learning process to know and estimate audience engagement.

Analyzing the future of your eCommerce Business using Predictive Analytics

Predictive analytics is the future of e-commerce business as it can be utilized to understand the specific behavior of consumers and general trends. Using the analytics information can help the retail industry grow. Companies can help you to anticipate consumer needs with the analysis of the predictive search and shopping behavior. The data can be gathered and analyzed.

Therefore predictive analysis is the future of the e-commerce business and has become an important marketing tool. So, eCommerce marketers must ignore the predictive analytics strategies, which save time and money.

How to achieve the first 100 Customers in eCommerce using Digital Marketing

Digital marketing is a tool that promotes the marketer’s production through various online channels, including the Internet and mobile phone, etc. The success of any business, including digital marketing, depends on the number of customers the marketer can make.

For any e-commerce website, several visitors can’t be a yardstick for its success, nor is it a measurement of how successful the website is. Converting the visitor to a customer is the tactic that is required to ensure success for the website and also the marketer.

Let’s briefly discuss some of the methods to achieve the first 100 customers:

1) Understand your customer:

The product is aimed at a particular set of customers. The website needs to be aiming to reach the targeted audience.   The various qualities of the customer, depending on age, location, and financial power, need to be kept in mind before planning the website. Local customs also play a vital role in this context.

2) Servicing existing customers:

Once the website can get the first few customers, efforts should be made to extend proper servicing to the existing customer. A satisfied customer will bring more prosperous customers, enhancing the website’s success.

3) Advertising is the key:

As applicable for all products, even e-commerce websites need publicity. Advertising on social media is the best source.

4) Incentives to customers:

Referral/Promo codes will be vital in bringing further customers via the existing customer. The attractive rewarding scheme will bring in more and more customers.

5) Constant up-gradation of website content:

The content of the eCommerce marketing website needs constant up-gradation incorporating newer features and new products.

Counting the number of visitors to the website is another critical factor that will attract new visitors who can be converted into customers.

Conclusion:

To stay ahead of the curve and ensure that your eCommerce business is successful, it is essential to keep up with the latest trends in marketing.

The guide provides an overview of what you can expect in eCommerce advertising for the next few years to prepare you for whatever changes may come.

If you need help implementing any of the strategies mentioned in the guide or have any questions about eCommerce marketing in general, please don’t hesitate to contact us.

Our team of experts would be happy to assist you in getting your eCommerce business off the ground.