Marketing is part of business, right? Sure it is. Marketing is about letting people know that you have a product or service they might be interested in. So why do so many ecommerce operators fail to market as aggressively as they should? Why do they not seem to understand the importance of ecommerce marketing as a specialized service?
Needless to say, there are tons of players in the ecommerce space. Pick any product and run a Google search for it. Choose something random, like sunglasses. Run a search and prepare to be amazed by the number of websites selling them.
The whole point of ecommerce marketing is to keep people thinking about your brand. You want them to remember your brand when they need the product you are selling. To do that, you need to market. Below are some common sense tips any ecommerce operator can utilize.
Optimize for SEO
Even though ecommerce SEO is a distinct and separate discipline from ecommerce marketing, there is some overlap. According to the ecommerce marketing experts at Salt Lake City’s Webtek Digital Marketing, the overlap lies in website optimization.
Online searches are a marketing tool. Therefore, optimizing any commerce website for SEO is non-negotiable. Before any direct marketing messages are sent out, an operator’s website should be optimized for SEO.
Personalize Marketing Messages
The nature of ecommerce is such that it is easy to put out marketing messages that reach tons of people who aren’t likely to buy. Getting around this problem is easier than you might think. You do it by personalizing your marketing messages. Use data and analytics to define your target audience. Then design your messages around reaching them.
Utilize Email Marketing
Don’t believe the idea that email is dead. It is nowhere close to death. Instead, embrace email as a way to keep your customers up to date. You start by creating an email list to which you will send regular newsletters. Give customers the opportunity to voluntarily sign up for the list when they shop on your site.
Email marketing is a terrific way to get your message out to people who actually want to see it. By voluntarily signing up, they are telling you they are interested in hearing from you.
Utilize Social Media
Social media is another fantastic tool capable of boosting your ecommerce marketing efforts. You don’t necessarily have to sell on social media – though paid social advertising isn’t a bad idea – you just need to get people interested enough to share your content.
One way to market with social is to post about specific products. Another way is to create posts that link to a landing page on your ecommerce site. Still another option is to create blog content and link to it on social.
Develop Loyalty Programs
Virtually every ecommerce operator is familiar with running sales and promotions. You run a special sale to drive traffic and sell product. But why not reward customers who shop with you? Why not develop a loyalty program that will keep them coming back time and again?
Loyalty programs are one of the best kept secrets in ecommerce. People love them. Offer a loyalty program and you wind up with a core group of customers who sign up for your email newsletter and follow you on social. They can be your biggest asset of all.
In today’s digital era, mobile optimization is essential for any ecommerce website. A significant portion of online shopping is conducted through mobile devices, making a mobile-friendly site a necessity rather than a luxury. This involves having a responsive design that adapts seamlessly to different screen sizes, ensuring that your website is easily navigable on smartphones and tablets.
A user-friendly mobile experience is crucial for improving conversions. Elements like easy-to-read text, mobile-friendly navigation menus, and quick loading times enhance the user experience. Remember, a positive mobile shopping experience can significantly increase the likelihood of conversions, as customers value convenience and efficiency in their online shopping endeavors.
Product Reviews and Ratings
Encouraging customers to leave reviews and ratings is a powerful tool in ecommerce. Positive reviews not only build trust among potential buyers but also provide social proof that your products are valued by others. These reviews often play a crucial role in a customer’s decision-making process. On the other hand, constructive feedback is equally important as it offers insights into areas where your products or services can be improved.
Implementing a system for customers to easily leave reviews and ratings can significantly enhance your product’s credibility and, in turn, influence purchase decisions. Regularly monitoring and responding to reviews also demonstrates your commitment to customer satisfaction and can foster a loyal customer base.
Investing in content marketing is a strategic approach to attract and engage customers. By creating and sharing valuable content related to your products or industry, such as blog posts, videos, and informative articles, you can establish your brand as a thought leader and authority in your field. This content not only educates and informs your audience but also boosts organic traffic to your website through improved search engine rankings.
Quality content can attract potential customers at various stages of the buying journey, from awareness to consideration and decision. Additionally, consistently providing valuable content helps in building trust and a sense of community around your brand.
User-generated content (UGC) is a potent form of marketing in the ecommerce space. Encouraging customers to share their experiences and photos on social media can provide authentic endorsements for your brand. UGC serves as a testimonial to the quality and value of your products, often perceived as more genuine and trustworthy than traditional advertising.
These personal stories and experiences create a relatable and engaging narrative for your brand, enhancing its appeal to potential customers. Featuring UGC on your website or social media channels can also foster a sense of community and deepen customer engagement with your brand.
Remarketing and Retargeting
Remarketing and retargeting are essential strategies in recovering potential sales and improving conversion rates. By targeting visitors who have shown interest in your products but did not complete a purchase, these campaigns can effectively bring back these potential customers to your site.
This can be achieved through targeted ads that remind them of the products they viewed or left in their cart. These strategies are crucial in ecommerce, where the average cart abandonment rate is high. Remarketing not only helps in capturing lost sales but also keeps your brand top-of-mind for consumers. Personalizing these campaigns based on user behavior and preferences can significantly increase their effectiveness, leading to higher conversion rates.
Ecommerce marketing is all about hitting the right audience with the right message. It is not a one and done thing. Done right over a long period of time, ecommerce marketing pays off in big dividends.