Ecommerce Marketing Services – 5 Steps for Success
It is no secret that the e-commerce space is a highly competitive one. Everyone e-commerce business wants more visitors, more leads and more customers. Every e-commerce owner is using the so-called best tactics to optimize their store.
But how do you differentiate your online store from others?
In this article, we discuss the top 5 steps you can take to boost your e-commerce marketing. Each of these steps has been tried and tested by our agency over the past years and have seriously boosted results for our clients.
Step 1 – Attracting More Targeted Visitors
The key here is ‘targeted visitors’. See, not all visitors are equal: some are here to browse reviews, some reached here by accident, and some have their credit cards out, ready to check out. Targeted visitors are also referred to as ‘qualified visitors’.
While having tons of visitors is generally a good sign, having tons of targeted visitors is definitely much more profitable. The number of qualified visits a store is able to drive generally is the difference between a 3-figure monthly profit and a 4-figure one.
How to do this? By merely optimizing (or building, if you are getting started) for your ‘money keywords’. Finding the right keywords that your potential customers use is essential to attract qualified visitors. For example, someone searching for ‘dog house’ might just want to have a look at different models of dog houses, while someone searching for ‘buy dog house’ is much more likely to enter your sales funnel.
Identifying the right money keywords will enable you to build ‘pillar’ pages, which will serve as reference point to the user’s query. The content on these pages need to be unique, full of value and highly shareable. No one wants to land on a page with generic content copied from an Amazon description.
As a quick recap, keep in mind that pulling in more targeted visitors is a combination search engine optimization (SEO), powerful copywriting, strategic content and social media marketing.
Step 2 – Converting your visitors into leads
Leads are essential for any ecommerce website. They drive purchases and repeat customers. But what is the definition of a lead for an ecommerce business?
In short, a lead is someone who shows a potential purchase interest in your products and services. Some people may argue that a visitor (non-targeted) is a lead since, with the available technology, you can track and retarget them. For instance, a popular strategy in the ecommerce space is to attract visitors, both targeted and non-targeted, track them with a ‘cookie’ and then retarget them through different ad platforms. This increases the chance a ‘cold’ visitors interact with content that may be relevant to them, which could ultimately turn them into a customer.
However, when focusing on ecommerce conversions and sales, a proper lead can be classified as someone who provides you with some sort of information that enables you to identify them uniquely. Very often, this information the email address of the visitor, which could be accompanied by additional data, such as their name, etc.
Generally, an ecommerce website acquires leads by offering something in return to its visitors, such as an eBook, a discount voucher or white paper. At other moments, you may get leads when visitors have filled their check out form but drop out at the last moment. Both these types of leads should not be tackled similarly since the intent and the stage they reached is different in each scenario.
Different actions should be triggered depending on the ‘buying stage’ your lead is at. For example, visitors’ exchanging’ their email and information for a guide or an eBook are more likely to still be at the top of your sales funnels. They may be looking at different options and comparing their available alternatives. By helping these visitors solve their current ‘pain points’, they will automatically move down your ecommerce sales funnel.
On the other hand, a visitor who has filled out their check out details but abandoned the cart at the last moment shows that they have a high buying intent. Why did they not complete the purchase? Find out, and you’ll have yourself a new customer. Since these leads are already further down the funnel, you could try to sweeten the deal by sending over a discount along with a reminder of their cart items.
Still, getting more leads is only halfway down the road. One more challenge awaits – converting targeted leads to customers.
Step 3 – Converting leads into paying customers.
As soon as you get a new lead, it is crucial to get in touch with them as quickly as possible. Typically, your new leads are already expecting to receive your email and failing to do so generally means losing a customer. You also want to ensure that the email to be sent out matches the intent behind the potential customer.
The easiest (and smartest) way to do this is by using an automated email marketing system. Various companies are offering these services, with different features and different pricing plans. No matter what your budget is, using email marketing automation is a must. This will make you save tons of time as you will not have to push out emails to leads manually, and allow you to nurture them until they move further down your sales funnel.
There are many different types of email automation you can implement. Here are some of the most popular to help you convert your leads into paying customers:
– Drip campaigns / Welcome series / onboarding sequence
As mentioned earlier, you should start to engage with your new lead as soon as they join your email list. Based on where the leads are in your funnel, tailor your campaign sequence accordingly. Following up with an email sequence is a sure way to influence a lead. You should regularly offer valuable content in your emails, along with some enticing offers, such as discounts, coupons or additional services.
– Product & service recommendations
Depending on the lead’s activity on your website, you can schedule automated suggestions based on products they have browsed or added to their cart. More than often, these should either be directly related to the main product they have expressed their interest in or an alternative choice.
Targeting leads based on their location is a great way to emphasize that your offers or products may not be available ‘everywhere’ and to ‘everyone’. This works particularly well if you also happen to have an offline brick and mortar store, along with your online ecommerce.
– Cart abandonment
Leads who have abandoned their cart are usually those who have reached the closest to converting into customers. Taking immediate action will dramatically improve your conversion rate.
Over time, as more users visit and browse your online store, you be able to build a more detailed profile for each of them. You will already know what are the main interests of your leads and customers and thus, be able to craft your automated email sequence and drip campaigns better.
Step 4 – Turning customers into promoters
Now that you have a few customers, the next step is to encourage them to share their positive experience of your brand. If you find a way to ‘delight’ your customers, there is a big chance they promote your products for free. This means more marketing power for your business and very likely an increase in conversion rate.
The more you stay in front of your paying customers, the higher the chance they purchase again and leave a positive review. Here are 2 ways you can do this:
– Personalized messages
Let’s face it; more and more customers are now aware of email automation. Receiving a nice ‘thank you for your purchase’ email from the owner of the ecommerce store is a sure way of making an impact. The email itself does not have to be manually sent out by you – it can all be scheduled in the sequence itself. Some online stores go the extra mile and even offer an additional discount voucher on the customer’s next purchase.
– Requesting feedback
Directly requesting feedback from a customer within 3 days of receiving their orders is a great way to capture some testimonials. This works exceptionally well if you provide some reward after a customer offers their feedback. These positive notes from customers can be used all over your marketing collaterals and MUST be visible on the website and social media pages. Testimonials are essential as they show to potential customers that your brands and products ‘get the job done’ and provide a positive experience.
Both of these strategies are known to turn first-time customers into repeat buyers. Overall, the customer lifetime value (CLV) increases, which generates even more revenue for your business. Imagine having hundreds of repeat buyers, most of them providing positive reviews, which snowballs into more leads getting in your sales funnel. This is mainly how the big guys in the ecommerce space are successful.
Another less used strategy is leveraging your employees. Using them as product testers and rewarding them for a job well-done will ensure higher motivation. Better yet, your employees could become raving fans of your products and promote your business outside of business hours. Turning your employees into brand ambassadors is a great way to increase your marketing power. Also, this tactic will boost teamwork and productivity for your business.
Step 5 – Measure, Analyze and Optimize
So, you have managed to turn your visitors into leads, leads into customers, and now some of them are repeat customers while others are turning into brand ambassadors. Can things get even better? Obviously – yes, you can always optimize to increase your ROI, using all the data you gathered.
There are many ways to gather data and information about your ecommerce store performance. One of the most commonly used is Google Analytics. Once configured, you get a full overview of your website achievement on the dashboard. Over the years, Google Analytics has turned into a more user-friendly tool, which offers complete tutorials and a full overview of what’s working and what is not.
According to the data gathered, you can optimize for even more results. For example, you will be able to see your peak periods and low ones – how about increasing your marketing effort during your low periods? Even better, you will also be able to compare performance over different timeframes.
Another cool feature is the setting down goals directly on your dashboard and see how far or close you are to reaching them. All in all, Google Analytics is more than a decent free tool to help you get a taste of real data and optimizations.
While it may all look daunting for some, follow these 5 steps, and you are on your way to run a successful ecommerce business.
Alternatively, if you would rather save time instead of implementing all these steps yourself, you can hire our services.
Universal Digital Agency is a premier provider of ecommerce marketing services. Our footprint extends around the globe, where we work with clients from different niches, different audiences and different location. We have years of hands-on experience in the ecommerce space and have successfully run multiple stores.
Whether you are just starting out an ecommerce business or you need a team of ecommerce specialists to guide you, we can definitely help increase your ROI.
Get in touch to see how we can help.