For all eCommerce businesses marketing will (or at least should) be at the top of their priority list, with the millions of competing websites, online products, Shopify stores and Amazon FBA brands, it’s crucial that ecomm business owners understand that you need to find you customers instead of believing that they will all stumble upon you. Now, that is easier said than done, without a well thought out strategy and the means to achieve it the odds of your business standing out are second to none.
To master any marketing strategy you must first understand and identify the following:
- Target Customer - if you don’t know the ins and outs of your customers, it won’t matter how much money you have in your marketing budget, you won’t end up communicating with the ideal customer and your efforts won’t convert.
- Offer - identifying what your product offers will help you channel your marketing message to stand out over your competitors.
- Marketing channel - as we’ve said before, not one marketing channel fits all, so it’s essential to identify the channel that is best suited to your customers and remember that one channel won’t necessarily cover all of your marketing goals; for example, Instagram might be good for brand awareness but your customers don’t typically purchase from the platform.
- Timing - now this is arguably the most underrated topic, this is about knowing what time of day is best for catching your customers hot. Do they typically spend time online at 3 pm but usually purchase products at 8 pm?
Ecommerce marketing aims to drive customers to a digital marketplace like a website or social media channel and therefore the marketing strategies are somewhat different to the traditional marketing that we often see. Without a plan, your hard-earned marketing budget will dwindle and be wasted reaching the wrong people for your product.
We’re going to run you through 4 different strategies that will help you generate healthy ROI, either for your brand or any eCommerce clients you might have.
Search Engine Optimisation (SEO)
SEO is the act of optimising the content on your online platform, to help the site rank higher on Google search. Organic searching is often the primary source of online traffic to sites, making SEO one of the most viable and cost-effective ways to both understand and reach customers at the key moments that matter. Look at outsourcing this technique because it takes time and experience to master.
Email marketing is one of the most cost-effective tools and is undeniably good at reaching and connecting with your target audience. Email marketing is one of the few marketing tools that allow you to create a fluid, interconnected and undisrupted buyer journey through talking to your past, present and future customers in a completely customised and personalised way and at their convenience. When coupled with the right messaging, design and software, email marketing can become one of your most powerful marketing channels.
Why not consider using one of these typical email marketing tactics;
- Nurture campaigns
- Abandoned cart emails
- Product launches
Social Media Marketing
It wouldn’t be modern-day marketing if we didn’t mention social media marketing. The huge benefit of social media is that it offers a world of opportunities to market your business and can help achieve a multitude of different business goals. Marketing also doesn’t have to cost you a penny if you don’t want it to, by developing a long term organic strategy you’re able to reap the rewards of social media without any of the costs associated with marketing a business.
It’s important to find the correct channel for your audience and carry out a strategy that will aid your goals. For example;
- Video content
- Digital ads
- Sponsored posts
- Influencer marketing (micro-influencers are low cost and effective for smaller businesses)
- Live events
Text Marketing (SMS Marketing)
It’s no surprise that SMS Marketing made the list when we discovered that the average person picks up their phone 58 times a day and spends roughly 4.5 hours on their devices, not to mention the insanely high open rates.
People seem to be more reluctant to hand out their phone numbers than they are their email addresses (rightly so) which makes SMS marketing the more difficult strategy for collecting customer data and communicating with your customers. However, once you do get this data the results can be astronomical. For comparison, the average open rate for emails sent from eCommerce businesses is 15.68% and the SMS open rate is around 98%. If those numbers don’t make you consider text marketing then I don’t know what will.
For today, they are all the tactics and strategies that we will be touching on, we hope that you’ve found them insightful and educational, don’t forget to share this with anyone who might find this article useful too!