E-commerce business needs deeper insights of cutting-edge marketing trends and a proper way to implement them for your business to stay competitive in the market. Any marketing strategy has the only purpose – converting visitors to your valuable customers, period!
In this blog, we’ve jotted down 5 great e-commerce strategies, which can set you among the leading e-commerce businesses for sure. Here’s what you should know:
1. Content Marketing
When you’re selling something, people should understand what’s it and why they should buy it.
Content marketing includes –
- Website Blogs
- Social Media Posts
- Posting on forums
- Guest posting
- Q&A sites posting
- Official connection platform posts like – LinkedIn
- Posts on review sites
Ways to Implement
Here are some proven & optimized steps to implement content marketing strategy for e-commerce business in order to increase and maximize the potential of conversion and success
The first step is to ideate your content marketing strategy which includes – define your content marketing goal, identify the target audience, identify the challenges, budget and team buildup. Keeping a specific goal in mind will help to identify target audience and challenges. Basically, these are interlinked.
After getting the overview of the goals, targets, and challenges, it is time for the planning. Nothing can work without a proper plan. For example, if your objective from content marketing is to build community, then you have to think about 5 things you can do for your customers/prospects to get together, share ideas/experience and collaborate. Rest assured. You will be on your path to build your community
No goal or idea can work if you can not quantify them. You need to build up a performance metric for the events that are performed for each goal. Some of the must-have metrics for content marketing include Number of views, shares/likes, comments, sign ups, cost per visit, ROI etc.
To add value to your readers through your content, you need to know your customer, their priorities, problems and what they want to hear from you. You need specific information about their needs and preferences. The more you talk to your customers and prospects, the better your content would resonate with your customers. Get on the phone and do customer interviews and participate in the forums or discussion groups where you can find your customers
Creation of Content
Creation of a content that is thriving, first you need to combine all the data, information and then decide on the content, infographics, images, charts, graphs etc. Most important part is the content headline and it should be crafted with creation.
Share and Distribute
Sharing and distributing the content through the right mediums make all the difference to get potential business by content marketing.
You must do research to find out which platform is right for you. For some, Linkedin is right whereas others might find facebook more relevant. Do you find your customers on Pinterest? Your distribution plan should include what is the right platform for you and add followers who might be relevant for you.
Another way is to adopt influencer marketing. You could make a list influencers by searching for top blogs, contributors in leading magazines, book authors etc. This could go a long way in reaching out to your customers/prospects.
2. Email Marketing
Email marketing has been proven the best way to attract clients for the e-commerce. As per e-marketer report, majority client acquisition and retention rate come from the email marketing strategies. Email marketing is not a new thing but it has been there for this long because it is successful.
Here are some ways to implement email marketing that works
Emails are one of the most effective ways to increase web traffic and sales. For your email campaigns to work, you need to build email distribution list with people who are interested or shown interest in your website.
As ecommerce site owner, you need to have a very clear strategy for customers to sign up on your website. You need to ask question including why should he sign up, what is he getting in return, if I were to be the visitor, would I take the trouble of signing up for the same value.
Permission to Emails
It is not acceptable for anyone to get so many emails in his/her inbox every day which is not necessary. Therefore, with the signup option, there should be an option for the customer to opt-out, if he doesn’t wish to receive email from you.
Remember to ask “if they would like to receive promotion/newsletter/relevant information through an email” with a check box and you will be surprised to see how many people would actually love to hear from you.
Mass-promotional campaigns are a thing of past. We are living in an era where customer loyalty purely depends on your ability to provide personalized services.
As ecommerce site owner, you need to have a system to understand your customers better including what do your customers buy frequently and how much, is he/she interested in music or games, does she an active mobile user or accesses through desktop, what are his/her brand preferences, etc.
Monitoring is Necessary
Monitoring your efforts through analytics is very necessary to know the conversion rate or the gaps. Most of the email marketing tools come with some basic reporting including open rate, views, click, unsubscribe etc.
You could track users who visited website through email campaigns by using UTM variables and any such tool. Mouseflow is one such option and provides you a list of users with session details and source of visit.
Social Media Sharing
Your email should have social media sharing buttons and interactive layout so that the user enters your site with a single hit.
It is important that all the social profiles and share buttons work properly. Failing in that may harm your reputation and reduce the chances of conversion.
3. Social Media Marketing
Social Media marketing has become a buzzword in the current time. The great extent of social media presence of a large number of people has just changed the scenario of e-commerce marketing, giving it another direction. Social media has a huge potential to get you a good customer base, a great number of conversions, branding opportunities, creating a media presence and boost traffic to the website of your company.
According to ImpactBond, almost 80% of the active internet users use social media and blogs and from Facebook ads, 20% of them purchase something or hit the blog.
Ways to implement Social Media Marketing to maximize success
Choose right social media network
Not everything can work on every social media platform. For example, an idea or blog post can work on Pinterest but not a meme or banner. Similarly, product ads can work on Facebook but not always on Twitter. Choosing the right social media network channel can make all the difference.
Create official account
Creating official account on selected social media platforms is the utmost important task to do. It is important to select the tone of your official account and be consistent and that could be funny or aspirational or whatever but you need to ensure you deliver message in a consistent tone.
You could make your brand stand out by delivering something unique and each brand has its own strategy according to its philosophy and what it stands for. For some, it is delivering high quality product at lowest possible cost whereas for others it’s making fashion statement. So, whatever it is, make your brand stand out.
Build Follower Base
Building follower base is very important to increase social media presence and build community of brand advocates.
The key is to have a clear strategy to build follower base that is consistent with the tone of the account. For example, if the central theme of your ecommerce store is having “good time”, then you could run a campaign by requesting your customers to submit photo entries of them having good time with friends and family.
Similarly, if your brand stands for “be different”, then you run a campaign by requesting customers to share their stories on how they took “roads less travelled”.
Promote Social Media Accounts
You should have multi-pronged approach to promote your social media accounts. Some ideas might include
- Asking your customers to invite their family and friends to like your company page and offer something in return. For example, if they invite 20, they get 20% discount on next order and 50%, if they invite 50 people. The more they invite, the more they gain.
- Continuing with the earlier example of having good time contest, ask your customers to tag the people, they are having good time with.
- Running a paid campaign with sponsored ad or post
You might have already seen that it is not about how big is your marketing budget but your ability to come up with creative and cost effective campaigns that could help you promote your account.
4. Search Engine Optimization
Oldest and most organic strategy of your e-commerce marketing is search engine optimization. To get a higher rank in a search engine and get organic users through search engines, SEO is a very important strategy to adopt. It is very necessary to get your website optimized for the search engine to make sure it is visible as higher as possible in the search engine for relevant searches made by users.
On-Site SEO is the primary technique to increase organic traffic, which code and content optimization.
Following are some ways to implement SEO marketing strategy for your e-commerce business
Define and Identify SEO goals
First things first, you need to define your goals for your SEO marketing. Your priority could either be to increase your website traffic or conversion. But, whatever that is, requires you to clearly define as this would have impact on your SEO strategy and how you measure it. For example, metrics to measure website traffic would be completely different from the metrics you would look from conversion perspective.
Monitor Keyword Rankings
Keywords are the ‘key-factor’ of SEO marketing. Search engine ranking of your keywords should be monitored constantly, analyzed and optimized from time to time. Efforts should be put to optimize important pages for keywords. In addition to that, content should be optimized to get higher ranks in search engines.
Having long tail keyword is an effective strategy for keyword ranking. Long tail keyword might have less competition and easier to achieve high ranking. Check out the image below:
Identify relevant keywords
Stuffing any web page with too many keywords is not good for SEO marketing. So, choosing very relevant keyword is important which can actually help get rankings and conversions finally.
You could use google keywords to get keyword ideas and select right keywords based on competition and search volume. Remember, to have a mix of long tail keyword as seen above.
Links should be built through different strategies to get a boost of traffic and conversions using following strategies:
- Local directories
- Guest posting
- Group Discussions
- Q&A platforms
- Social Media
One of the best tools available is www.semrush.com. By entering a website URL, you could get back link information of that particular website including Backlink Type, Follow –No follow statistics among others. Check the image below
You could also get a ton of information including Source Page Title, URL, Target Page, Anchor Text, External and Internal links and Page score among others. Check the second image below
From this list, you could identify websites/blogs that are influencers/authority in your industry and share an interesting story with them. It is possible to earn a reference link and increase your page rank.
With every increasing and cut throat competition, customer retention is one of the toughest challenges. This is where retargeting helps. It is an awesome technique to retain your customer and market to those visitors who left without buying from you.
But, retargeting can be waste of money & time, if not implemented rightly. Having a blanket retargeting campaign, irrespective of what pages/product they visited/exited, will not work.
Your retargeting campaign should have a clear strategy for people who visited a particular product pages, abandoned and made purchases. For example, you need to have compelling reasons to visit for visitors who have abandoned whereas customer who made purchases need to be shown what else they can buy with what they already bought.
You might have been, already, doing some of these but as ecommerce site owners; your success will depend on how well you understand your target market and ability to strategize campaign that is relevant to your target market.
Content marketing, Email, Social Media Marketing, SEO and Retargeting are the 5 pillars of ecommerce marketing strategy. You need not look at any further. All you need to do, now, is to start executing some of these strategies you have not tried before and look for opportunities to improve. Remember, as ecommerce site owner, you are the only person who can figure what your customer wants and these 5 strategies will go a long way in marketing your ecommerce store.
Got questions, ask us by commenting below.