The top two shopping seasons are right around the corner: #1 Black Friday Cyber Monday, #2 Back To School. These strategies are designed for year round use, but there’s no better time to optimize your ecommerce marketing than peak online sales seasons. So, are you looking for ways to generate more traffic and sales for your ecommerce business?
You’ve come to the right place! In this guide, we’ll be discussing the five most effective ecommerce marketing strategies that can help you improve brand awareness and grow revenue.
People use the Internet to consume content in its various forms, from articles and blog posts to podcasts, videos, and images. If you can produce content that your target audience considers helpful or interesting, you’ll have no problem attracting more leads, customers and followers.
Your content should be focused on addressing your audience’s needs and pain points, rather than selling your products directly. It should educate or entertain your audience, raise awareness of your brand, as well as help you develop thought leadership.
Work on creating highly-researched, in-depth content on topics that interest your target audience. Educate your prospects and customers and help them solve their pain points and challenges. If you can do this, you’ll develop a more meaningful relationship with your audience and have a greater chance of converting them into high-value customers. Remember, most paint points and needs have an emotional trigger. Think price sensitivity or how your products will help your customer look and feel great. Build content that emotionally relates to your audience and will inspire them to take the action you’d like them to take.
When looking to produce content, should choose a content format that will help you reach a large part of your target audience. For e-commerce businesses selling product to consumers, here are a few top performing content ideas:
Note that you can also repurpose each content piece to create additional content. For example, you could transcribe your video and turn it into a blog post, or use your blog post to create a shareable infographic. Be Social
Very few ecommerce brands are highly successful without being active on social media. If you want to communicate with your customers directly, build a deeper relationship with your audience, and drive more traffic and sales to your website, you need to be active on key social media platforms.
This doesn’t mean that you need to be on every social network out there. Consider your audience and the platforms they spend most of their time on - this is where you should focus your effort. For many ecommerce brands we’ve seen Instagram, Facebook and Pinterest as the top performers. YouTube is a hugely untapped opportunity for brands who are willing to invest in a great video and SEO strategy.
Once you’ve chosen the right social platforms for your brand, you’ll need to devise a social media content strategy. While the right strategy will depend on your brand and your target audience, there are a few best practices that you can follow.
We get asked all the time: “how often should I be posting?”. We stand by creating better content rather than more content. That said, on highly active platforms like Instagram, posting once a day is highly recommended to stay top of mind. Now, posting daily means you need enough great content to be able to successfully post daily. If posting 4-5 times a week means you have a better, more thoughtful strategy, then post 4-5 times per week. Poor content does more harm than good.
Boosting your top performing posts with ad spend is a great way to extend the life of your best content. It costs more than $20-$30 to create an awesome photo or video, so if you boost your content with a small budget, you can maximize your great content and achieve the same if not better results than posting daily with some mediocre photos diluting your strategy.
Influencer collaborations have become one of the most popular ways of raising brand awareness and driving traffic to an ecommerce website or Instagram account. According to a BigCommerce study, 89% of brands say ROI from influencer marketing is comparable to or better than other marketing channels. When done well, influencer marketing has been shown to generate a return on investment that is 11 times greater than that of traditional marketing methods, generating $7.65 for every dollar invested.
Influencers can help you grow your social media following, get your products and your brand in front of more people, as well as generate traffic and sales. They can also provide you with high-quality content that you can then repurpose on your social media channels or your website.
The key to utilizing influencer marketing correctly is to find influencers that fit your brand image and that have a highly-engaged audience. Don’t fall into the trap of judging influencers solely by their follower count. An influencer with 20,000 followers and a 10% engagement rate can drive more sales than an influencer with 100,000 followers and a 1% engagement rate.
You can use tools like BuzzSumo to find influencers relevant to your industry and then contact them and ask if they’d be interested in a collaboration. There are many different types of collaborations you can set up; and this will depend, among other things, on your industry, product pricing, and profit margin.
Most brands opt for sending free products to influencers in exchange for a promotional photo, video, or blog post. Keep in mind that some influencers might also require monetary compensation.
Email marketing is one of the most cost-effective forms of direct marketing, generating $44 for every dollar spent. As much as 7% of all ecommerce transactions are completed as a direct result of email marketing. It drives more conversions than any other marketing channel.
Ecommerce businesses can use email automation to their advantage, and send their prospects and customers a wide variety of different types of emails to try to entice them to make a purchase. Here are four types of emails every ecommerce business should be sending:
Welcome email - Shoppers expect welcome emails from ecommerce brands. This type of email is useful for introducing shoppers to your brand and products, directing them to other channels where they can interact with you (such as your Instagram account or YouTube channel), as well as enticing them into making a purchase by promoting key products, giving them a discount or special offer.
Order confirmation email - A very important email for your shoppers, the order confirmation email should let customers know that their purchase was completed and inform them about when they can expect their package to arrive. You can also use the order confirmation email to upsell or cross-sell to your customers by showing them products related to their purchase.
Abandoned cart email - With 69.57% of online shoppers abandoning their shopping carts, it’s crucial that ecommerce businesses do whatever they can to get these shoppers back. This is where abandoned cart emails can help. You should send up to three abandoned cart emails to every shopper that doesn’t complete their purchase and remind them of what they’ve left behind.
Re-engagement email - You probably have customers who haven’t bought anything from you in months. Sending them a re-engagement email will allow you to stay top of mind and find out what’s keeping them from shopping with you. Additionally, you can use the re-engagement email to entice these customers to visit your website by giving them a discount or a special offer.
When creating your next email campaign, focus on the subject line because it’s the first thing that prospects will notice about your email. Make sure that it’s attention-grabbing but also relevant to the content of the email. Try to personalize each email by addressing your customers by their name or by delivering content on topics and products that interest them.
Since 55% of emails are read on mobile devices, make sure to optimize all your emails and landing pages for smartphones and tablets. You should also try to use simple language to make your emails as easy to read as possible.
Remember that your work isn’t done once you set up automated email campaigns. You should split test different email variations regularly and keep looking for the highest-converting email copy. Use Retargeting Ads to Get Shoppers Back to Your Website
Have you ever looked at a product online and then saw an ad for it in your Facebook or Instagram feed? This is the result of retargeting, a marketing strategy that involves advertising your products to people who’ve already viewed them on your website but have not yet purchased.
Since these visitors have already expressed interest in your products, they are warmer and more likely to convert. Retargeting gives you another chance to reminder shoppers of the products they showed interest in, with the hope of them purchasing. With as much as 98% of shoppers not converting during their first visit, retargeting is a must for ecommerce businesses that are looking to grow their revenue.
You can retarget shoppers that:
Browsed your website but didn’t add anything to their cart - These people are interested in what you have to sell but might just be browsing or have some concerns that are holding them back from making a purchase.
Added a product to their cart and then abandoned it - Shoppers who abandon their carts do so for a variety of seasons, the top 3 being: • Shipping costs • Having to create an account • Complicated checkout process
We’ve seen a ton of success providing a 10% discount or free shipping promo in our retargeting ads to recapture attention and increase conversions. Retargeting ads are also a good opportunity to try to address any concerns shoppers might have about buying the product (e.g., by using good customer reviews).
Our team of e-commerce marketing experts can help you get your brand and your products in front of more people through a wide variety of highly-effective content and digital marketing strategies. Interested?
Chat with someone immediately or book a call through our live chat!