ecommerce-tips and advice - So Much Marketing

Regardless of what niche your eCommerce store targets, in order to be successful in the online space, you have to drive traffic to your website, increase sale conversions, and employ both short-term and long-term marketing strategies.

Coming up with these marketing strategies is relatively simply but knowing which tactics turn over high growth, which ones will work with your platform, and which ones will be beneficial to your customers is what will truly drive home the success of your business.

In this article, we will offer some tips and guidance on what you can do to boost your online growth and which marketing tactics are a must-do for eCommerce site owners.

 

General Tips on How to Boost Your eCommerce Business

Before we dive into some of the marketing strategies you should be using for your eCommerce store, we want to offer some general tips for running an eCommerce business.

  • Make sure that you are tracking real time customer behaviour as this allows you to make instant changes to your marketing strategies. Once you are aware of your audience’s behaviour patterns, you can adjust how you sell your product, when you sell it, and how you promote it. This may include sorting out what your popular orders are, filtering out your traffic sources, and segmenting your customers based on real time data.
  • Create e-mail templates that create targeted communities. For instance, with e-mail marketing, you can use funnels to bring customers back to transactions that were abandoned. Technically, this would be one targeted community of customers that you will need to deal with.
  • Create customer lists from the data that you collect and then segment these lists out into categories. In doing so, you can then target these customers based on the insights that you gathered from the data. For instance, during the holidays, you could run a campaign that targets your customers that are most active on your site.
  • Choose to sell your products and services through social media platforms. Just link your online store and allow them to buy from you through there without pushing forceful ads.
  • Consider scaling your eCommerce business beyond your geographic boundaries. Since you lack a physical store interface and operate fully in digital, expand and scale across the globe.
  • Make sure you are highlighting excellent customer reviews. If a potential customer is deciding to buy a product from you or not and they read a fabulous customer review on that specific product, they are more likely to go ahead with the purchase.
  • Set up shopping ads with Google. These types of ads are shown at the top of the search results and are only shown to people who are specifically looking for a particular product. This is a great way to sell your products and increase awareness about your online store.

Now that we’ve covered some general tips on running your eCommerce business, let’s dive right into the best marketing strategies you should be using!

9 Of The Best Marketing Strategies, You Should be Using for Your Online Store

 

  1. Use Content Marketing: this is one of the most popular methods to use as it helps keep costs low but still offers you a way to get your customers to warm up to your products and services. It is important to remember that not everyone will want to buy from your shop the first time they visit your website and so you can use your content as a way to build up a relationship with them. Beyond this, you can use content marketing as a way to educate your customers on how they can use your products and services, which will in turn, keep your customers using your products and services. For instance, if you sell a software system, run tutorial videos on how to use it so that you maintain high customer retention. Common marketing strategies for content include blogging, e-books, videos, webinars, quizzes, polls, podcasts, and infographics.
  2. Employ Search Engine Optimisation: regardless of what type of online store you are running, search engine optimisation is perfect for keeping acquisition costs low while still generating long-term growth. Search engine optimisation is about acquiring new traffic, broadening your audience, and keeping your content fresh. When looking at employing SEO strategies, make sure to use SEO plugins to do regular checks on your keyword performance and your visibility. Beyond this, make sure you update old content and create more web pages on a regular basis.
  3. Use The Correct Social Media Platforms: every social media platform will have a specific target audience, so using the correct one for your online store is critical. If you are running a fashion or fitness related store, then visual platforms like Instagram, Pinterest, and Facebook are going to fit your niche better than say LinkedIn or Google Plus. Common marketing strategies include the following.
    1. Sharing User-Generated Content: by sharing content that is generated by your fans and customers, this helps build up brand loyalty and lightens up your workload in creating fresh, unique, and new content. Just make sure to ask permission to use their content, of course!
    2. Target the Right Demographics: understand which demographics you are targeting as this will determine which social media platforms you should be on.
    3. Use a Social Calendar: by using a social calendar you can maximize the results you get from engagement as it forces you to balance out your marketing activities and maintain a consistent schedule. Once you pin down the days that have the most engagement, you can use this information to post featured content that you know will garner a positive response.
  4. Maintain Positive Public Relations: although public relations are about preventing scenarios that can bring harm to your brand, it is also about showcasing the good things that your brand has done. A few marketing strategies that should be included when implementing in excellent public relations include the following.
    1. Elevate Your Brand with Media Coverage: whether you get a journalist or reporter to do a story or get a guest blogger to do a write up, getting media coverage will help bring new traffic to your website. You can then use a re-targeting ad to convert that free traffic into sales.
    2. Show Appreciation to Your Customers: whether you choose to do one-day customer appreciation sales with deep discounts or choose to offer a small, free gift with every purchase on specific days, doing so will strengthen your relationship with your customers. Regardless of which route you go; incentivising purchases will make your customers happier.
    3. Monitor Customer Reviews: when it comes to customer reviews, they will paint a picture about what your audience thinks about your brand, your products, or your services. In knowing what people think, you can use the feedback to make the necessary changes to your online store. Make sure to monitor customer reviews across numerous platforms like Yelp, small local blogs, and the Better Business Bureau.
  5. Consider Doing Collaborations or Partnerships: if you are an online store that does not have a massive budget to spend on advertising, partnerships and sponsors are an excellent way to grow without spending a lot. For instance, if you partner with other eCommerce websites, you can host giveaways and create combination product bundles with one another.
  6. E-mail Marketing for Fast Results: in terms of generating website sales and driving traffic to your online store, e-mail marketing is one of fastest options available out of all marketing strategies. This is because building an e-mail marketing list is fast, easy, and practically free as all you need to do is add in an opt-in form on popular pages of your website such as your blog or homepage footer. The real success that comes from e-mail marketing is in the fact that you can re-market any of your assets at any time, even if you need to move your e-mail list to another e-mail provider. There are generally three strategies that can be used with e-mail marketing.
    1. Build a Big E-mail List: the easiest way to increase the impact your e-mail marketing campaign has is by building a bigger e-mail list by gamifying the process. You can do this by adding in spin wheels to your website that offer a chance to get a coupon code or discount. Not only does this secure the e-mail address that you can use at a later time, but it is more likely to result in a sale.
    2. Create an E-mail Funnel: rather than just sending out a standard newsletter e-mail that showcases your best products, use an e-mail funnel to send out a sequence of e-mails. An example of this would be to send out a few blog posts about your niche in order to build up your audience’s familiarity with your online shop and then send out an e-mail that showcases your best-selling products of the week. It’s incredibly important to not send out a salesy e-mail first as this will not produce a high conversion rate. The great thing about e-mail funnels is you can use them to remind people about abandoned carts.
    3. Segment Out Your E-mail Contacts: as you grow your e-mail list, it will become necessary to segment it out and personalize it to your customers. You are more likely to get sale conversions if you show products that have been found in your customers’ browsing history. By catering your e-mails to your customers, you are far more likely to get sales.
  7. Pay Per Click Advertising: if you are looking to increase the number of sales you are getting through your online store, then pay-per-click advertising is the fastest route to use. The reason why this is one of the fastest routes available is because you do not have to build up an audience of loyal followers or wait until your written content gets ranked on Google. You simply create the ad, set a budget, and watch as it brings in sales by the end of the day. The only downside to PPC ads is that once you stop budgeting for them, the sales will stop coming in and in order to scale them, you have to increase your budget. However, if done right and scaled correctly, they will be quite lucrative.
    1. There are generally two major platforms that you will come across for PPC ads and they are Google AdWords and Facebook ads. The difference between these two platforms is in the cost per conversion. With Google Ads, they will have a higher cost per conversion than Facebook ads as individuals who are searching for something within Google are looking to buy. Whereas, someone who is browsing Facebook are less likely to be looking to buy something.
  8. Run Promotions & Giveaways: although giveaways will not be a daily activity that you use in your marketing strategy, it can yield great results for your brand with regards to acquiring new customers.
  9. Video Marketing for Maximum Engagement: when it comes to customer engagement, videos have the highest retention rate. This is because it’s a heck of a lot easier to watch and listen to something than it is to spend time reading through content. To take advantage of video marketing, post short videos on social media to increase brand presence and keep longer videos confined to YouTube and Vimeo. If you want to make sales, use Instagram Stories as these allow you to make a quick video with a product link attached. Just remember that all your videos need to have call-to-action buttons, they need to be eye-catching, and you need to have different types of videos for different products and customers. Common options include – tutorial videos, webinars, interviews, vlogs, product review videos, live streaming videos, product catalogs and behind the scenes videos.

 

Regardless of which marketing strategy you choose to go with as your main avenue, it is important to remember that success doesn’t come from picking one particular channel, method, or tactic, as all of the above methods will overlap with one another.

For instance, you can use video marketing with blogging and user-generated content with giveaways and partnerships or content marketing with search engine optimisation. All in all, by combining multiple marketing strategies, you can drive a high amount of growth, traffic, and conversions to your eCommerce site.

Happy selling! Need advice and help with your digital strategy or ecommerce store, give us a call or email and we’ll be happy to help! Email us at: [email protected] or visit www.somuchmarketing.com