Digital marketing Training Center in Trivandrum
E -Commerce Marketing Strategies
Note that none of them are mutually exclusive; they should be used in tandem to help position your business in a way that allows new customers to find you and existing customers to be delighted with you.
Here are 12 eCommerce marketing strategies to drive conversions and sales.
SEO
Make yourself discover able to crawlers. Sure, you’ve heard about the importance of SEO before, but now more than ever, a good SEO plan is essential. It is far more important than just making sure your homepage and about page are optimized.
Your product pages often get overlooked: make sure that meta descriptions and tags are optimized, there is no duplicate copy, and the page loads quickly on desktop and mobile. Having SEO optimized product pages will not only make your customers happy, but search crawlers too.
We mentioned it earlier, but we'll say it again, email is a very powerful tool for eCommerce store owners, especially email automation through the use of a CRM.
Send announcements of specials and discounts, incentive subscribers and use smart lists to segment your contact list so you can send customized content at a specific stage of the buyer journey.
Inbound Marketing
Truly successful eCommerce marketing strategies consist of a variety of smaller content initiatives that on their own may not be anything remarkable, but when combined can create something powerful and moving.
These tactics work because customers are often drawn to brands because of the quality of their content. Customers want to see products that enable them to picture themselves using a product.
A good way to approach inbound marketing is to look at your content through the lens of a sales funnel that attracts, converts, closes and delights. To move customers through this funnel at a quicker pace, you'll need to develop "micro-campaigns" (a series of small, ongoing activities that are part of a larger strategy).
Social Media
If you do it right, social media (especially Instagram) can be a HUGE driver for eCommerce sales and conversions. As the platforms have matured, they’ve essentially become another digital storefront for your products and can lead viewers directly to pre-loaded shopping carts.
The best eCommerce social media strategies include posting at least three times a day, engaging with followers (follow-backs, liking photos, comments and responses), and personalizing the buying experience.
Here are a couple tips to help maximize your ROI on social media:
- Post the highest quality content that you can
- Respond to comments and DMs
- Utilize shopping posts - lead viewers directly to your product pages
- Run a giveaway
- Streamline the buying experience
Influence's and Testimonials
People trust their peers and can relate to them, which is why people are heavily influenced by reviews, testimonials and influences.
You can use customer testimonials to tell the world how great your products are. You can leverage influence personalities on social media to endorse your products and help you gain exposure to new audiences. Their testimonial about your products will have a large impact on their followers.
Paid Search Advertising
Google Ads, Google Shopping and Bing Ads
Nine times out of ten your competitors are utilizing some form of paid search ads. That's because paid search ads target customers when they are closest to conversion.
Paid search campaigns allow you to bid for top ad placements on search engine result pages (SERPs) like Google or Bing. This gives businesses the opportunity to be first seen by customers looking for their type of product or service.
Re targeting
You have already gotten a potential customer to visit your website, now what? Make them remember why they went there in the first place (politely of course) with re targeting ads and emails.
We’ve all seen the ads, you look at a pair of shoes on zappos.com and then all of the sudden you see the same pair of shoes in a banner ad on a website you visit next, then on Facebook and then on Instagram.
What the heck is happening here? You’re being followed by a re targeting campaign.
The good news is, you can do the same for your store. Many platforms can enable re targeting campaigns (think Facebook, Google Ads or Hub Spot). The success of re targeting campaigns begins with the strategic placement of cookies (pieces of code) on specific pages on your website. Re targeting ad units use that information to track those visitors to other websites with ads showing product(s).
It’s also best practice to have a ‘burn cookie’ and checkout pages so that you can be sure to exclude current customers from seeing an ad for a product they’ve already purchased.
Landing Pages
This is a must, must, must! When using digital paid ads it is 100% best practice to send visitors to a tailored landing page that provides more information on the ad that they clicked.
People get lost when your ads navigate to your entire site, so be sure your landing page is clean and concise with a clear CTA that ties back to the ad that they discovered you on.
Post-Purchase Email Follow-Up
If a customer has purchased a product from your website — and has opted to receive emails from you — send them a follow-up email a few days after the product is delivered to keep conversation going.
Post-purchase follow helps you gauge a customer's future interest in your product line and offerings and shows that you care about them beyond a one-time sale.
And be sure to ask them to write a review of your product and/or fill out a survey so you can continually improve the customer experience.
Abandoned-Cart Notifications
Shopping carts are constantly abandoned for any number of reasons, but that doesn't mean that customer you have missed a possible conversion. The right kind of email campaign can make the difference between a lost customer and sale.
When a potential customer fails to complete a transaction while they’re in your shopping cart or checkout process, send them emails to remind and entice them to come back, or to simply help answer any questions
Optimized Cart and Checkout
We can’t tell you how many times we have come across a less-than-ideal shopping cart and checkout experience with a business owner wondering why their website isn’t making sales.
A poor checkout experience is one of the quickest ways to lose a would-be sale. Make things as easy as possible for your shoppers and improve your eCommerce marketing strategy by:
- Showing shipping costs - offer free shipping if you can
- Offering ‘Guest Checkout’
- No surprises in the checkout process (high tax etc.)
- Making sure everything loads quickly and is mobile optimized
- Auto enrolling people in your email list when they make a purchase
- Offering multiple payment gateways like PayPal and all major credit cards
- Having as few barriers as possible
Product Reviews
We spoke about how beneficial product reviews can be, but let's look at this tactic a little closer.
Reviews provide credibility to your products as well as allow people to voice their concerns. Good reviews allow you to capitalize on user generated content (UGC) and bad reviews may lead you to reevaluate a product or buying experiences.
Another reason to allow reviews of your products is that Google loves seeing reviews - integrations with Yotpo and other review platforms now show reviews now in SERPs.
Take your review strategy one step further and use a Facebook Business Page to allow your customers to share their products praises.
Thus, E commerce marketing is a powerful tool that can be used to promote any online retail or wholesale business, as well as organizations that deal with trade.We touched on a lot of strategies, tips, and techniques in this here, but don't be overwhelmed! When creating your marketing plan remember:
Goals and KPIs are the foundation of an eCommerce marketing strategy - know how to analyze your campaign for more growth and successUtilize social media and SEO best practices - allow your store to be discovered
It’s all about the customer - make things easy for them and make them happy about their purchase
Automation is your friend - leverage technology to do the heavy lifting for you
Be willing to try new things - successful eCommerce doesn’t happen overnight, if your first strategies don’t work, try some more! The internet is a big place and your customers are out there waiting to find you.
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