E-commerce is evolving, so it’s more important than ever to have a great marketing strategy. More physical retail locations are closing their doors and shifting their focus to eCommerce.
A little bit of extra knowledge can be the turning point in your business, which helps to dominate the competition. Dan Kennedy who’s a world-renowned marketer and copywriter said, "The business that can spend the most to acquire a customer wins." So, what does he mean by that?
It means, the more you improve your sales process, the cheaper it becomes to get new leads and customers. So as a business owner, it’s in your best interest to improve your sales funnel any way you can.
Your goal should be making that buying decision a “no brainer” for your customers.
I'm going to teach you different tactics that can help you get more customers in an easy and strategic way. Also, I'm going to teach you how to get your existing customers to spend more money with you.
There are nine powerful and strategic tips that you can use right away, yet very few eCommerce stores try all these strategies. Some eCommerce brands might experiment with one or two tactics. But rarely do they try all nine.
Some of the marketing strategy topics you might be familiar with, but others maybe not. These strategies will help you gain different perspectives on eCommerce.
Anyways, I’m sure you’re eager to find out more. So let’s get started!
I want you to picture a customer at a sports game or a concert. They’re browsing your online store and suddenly they get distracted because the event has started. They close their web browser and abandon their shopping cart.
That means they didn’t buy anything from you. It happens more often than you think, so don’t write them off. It’s important to understand people have busy lives. Sometimes people have their attention focused on other things and become distracted quickly.
By giving your customers recovery cart emails, it helps them to easily get to the checkout process. Abandon cart campaigns are very inexpensive and highly profitable.
A study found that on average 69.57% of e-commerce shopping carts become abandoned. This means there is a lot of opportunities to recover lost customers!
Sadly, many abandoned cart emails are often lost in the clutter of other marketing emails. That’s why you never stop at one reminder email. Followup emails are often needed. Followup emails are great places to add scarcity, and you can use many different tactics to motivate customers. These tactics include:
Using these tactics correctly can drastically improve your abandoned cart recovery rates.
If customers still haven’t made many purchases after you've sent abandoned cart emails, it could be for a few reasons. Typically it comes down to pricing, value, and trust. Consider going through your store from your customer’s perspective. Think of ways you can improve your customer’s shopping experience.
Did you know that Messenger marketing is the future of customer interactions? More eCommerce stores are tapping into this new way of marketing, with incredible results.
Think of Messenger as another “touch-point” to interact with your customers. The more ways your brand can interact with your customers, the more chances you have to make a sale!
The following are great touch points to consider along with your Messenger marketing strategy:
Best of all, people are falling in love with Facebook Messenger marketing because of the “open” and “click-through” rates. More open and click-through rates mean that your customers are more likely to interact with your brand.
But that’s not all. Many people are not properly utilizing Facebook Messenger for their abandoned carts. You can set your reminders just like emails, and have Messenger abandon cart flows. You can get highly creative with Facebook Messenger.
Think about the different options to survey your customers with Messenger or get their opinion on new product releases. Building up leads with Messenger ads is also a powerful marketing strategy.
Product descriptions are an often overlooked part of a marketing strategy. SEO expert Neil Patel says, "If you are trying to grow your qualified search traffic, you have to combine your content marketing with your SEO efforts.”
Patel is spot on, and this is a powerful concept to understand because it will improve your Google rankings. Ecommerce product descriptions should contain SEO friendly keywords. Great keywords can help you boost your Google rankings. These days, you need to combine targeted keywords with well-written product descriptions.
By combining keywords and great content, you improve your SEO rankings and sales. So, make sure you’re providing “fresh” and up to date content, because Google prefers that.
Also, consider bringing someone on your team who can constantly update and improve any writing project on your website. Remember to do your product descriptions correctly. If you do, Google search engines and your customers will love you for it.
Planning for holiday promotions often become an overlooked marketing strategy. Most eCommerce brands focus only on Black Friday and Cyber Monday bargains. You’ll want to create a calendar of all the special holiday events your market enjoys.
Think of ways your brand could include special holidays to ramp up reasons to buy. Take advantage of special days like Valentine's Day and Christmas to boost your sales.
You’ll want to create custom store themes, or email layouts to match the holiday promotion. Also, make sure your team is fully prepared for these holiday events.
Your customer service should be on-point, and ready for the influx of questions. You don't want to be preparing last minute and lack a holiday marketing strategy.
So, make sure you do these three things before going live for holidays:
Organize your inventory
Battle-test your website
Create and prepare amazing holiday content
Don’t forget some good old-fashioned pre-launch hype when you send out those emails! Let people know what holidays are coming up, and build up some anticipation.
Do you remember the last time someone asked you, “Would you like fries with that?” Fast-food chains have developed the art of upselling for years, with tons of success. Ecommerce stores should do the same and take upsells into consideration.
Ecommerce stores that use upselling often see a large jump in revenue and profits. Want to know a great marketing strategy to consider? Think about all your market’s potential upsells and write them down. Match appropriate products to your upsells, and include products that complement each other.
What products complement each other? It could be phone cases and charging cables, or hoodies and T-shirts. It’s important you select each product upsell using backend data.
And here's another great strategy using pre-purchase-upsells and post-purchase-upsells. Pre-purchase-upsells occur before the sale happens, and post-purchase-upsells occur after the sale happens.
Pre-purchase-upsells work best if you don't have lots of roadblocks on your customer’s buying journey. They can prevent a sale from happening.
The other type are post-purchase-upsells, which are the best type of upsells. Many customers are already on an emotional “buying high” after just making a purchase, so they’re much more likely to buy a product upsell. Make sure to use upsells in all your marketing strategies.
UGC - user-generated content - is vital for growing every business online. So, what is UGC and how do you use it in your eCommerce marketing strategy?
Simply put, it’s marketing content you gather from your customers. UGC usually shows your customers showing off your products or services. Or it could be your customers talking positively about their purchases from you, which can work very well with the right strategy.
So, what type of UGC marketing content do you get from your customers? Different types of UGC content can include:
Customers who love your brand will want to tell others what they know about your products. Use UGC to show off your raving fans to the entire world. Ecommerce brands love this because it helps you build lots of social proof. Social proof increases the levels of trust and excitement with your customers.
Want to know how to get UGC content? You can generate UGC from your customers in different ways such as
Creating giveaway campaigns
Asking for product reviews
Incentivizing via email
Think of different ways you can use UGC in your marketing strategy.
Maybe you could create a Facebook ad with videos of your customer reviews. Or you could display their product “unboxing” videos on your social media channels. Think of ways to be creative and engaging with your raving fans. The options are endless with UGC.
Do you use website pop-ups for your eCommerce marketing strategy? If you do, read on. Website pop-ups can be tricky. If you use pop-ups too much, it can damage your relationship with your customers.
You need to use pop-ups strategically. Site pop-ups can be a great way to capture new potential customer lead information. Turn your new leads into a smart “remarketing” strategy with abandon cart campaigns.
Your ultimate goal is to turn these new leads into active buyers. So, it’s important to remember these rules when it comes to your pop-up forms:
Never use false scarcity
Always have valid coupon codes
Make your pop-up interesting
Always give your customer a reward
Keep your pop-up settings to exit intent only
Make it mobile friendly
These are only a few of the pop-up guidelines you should follow so you can have more success getting valuable leads. Just remember, when you’re creating your pop-up form, leave it on exit intent only. The last thing you want to do is annoy your customers with frequent pop-ups. You don’t want to become a “spam” site.
A few more things to consider. Make sure the incentives of your website pop-ups match your customer’s interests. Want to learn what your customers like? Keep track of your site’s pop-up performance with statistics. Consider deep-diving into exit-intent pop-ups for your marketing strategy.
Understanding Facebook ad copy is vital for your eCommerce marketing strategy. However, before you write ad copy, understand your prospects and customers on a deeper level. You will want to deep dive into your target market, find your prospect’s deepest desires, and give it to them.
A copywriter can dive into your prospect’s emotional state and bypass their logical brain. Creating that emotional connection with your customers will mean they’re more likely to buy. That’s why you need to create an emotional attachment to your eCommerce products.
The other thing you need to be aware of is scalable Facebook compliant ad copy. What is scalable ad copy? Scalable ad copy is following Facebook’s rules and regulations on the platform. The last thing you want to do is get your account flagged or shut down for unknown reasons.
Preventing “ad shutdown” from not following Facebook compliance can be difficult to overcome. Unfortunately, ad account issues are the downfall of a lot of eCommerce businesses. It’s important to have proper information about Facebook compliance policy.
You can speed up your results by building a strong team that knows how to grow and adapt to your brand. So as a business owner, you always want to have easy access to a copywriter. A good copywriter can understand your customers better than you can.
A copywriter's job is to make you money and write scalable copy that converts. Good copywriters know how to research their demographics and build a customer avatar. Deep diving into your customer’s emotions is critical to your marketing strategy.
When you hire a great copywriter, they will speak your customer’s language and relate to them. Copywriters can also understand your customer’s deepest wants and desires.
It helps to build that strong emotional connection with your customers over time. Once you do, you will have more loyal customers and sales! Just remember, an excellent copywriter can help you develop a well-researched marketing strategy.
I hope you can implement some of these strategies into your business immediately. By implementing these tips into your eCommerce store, you unlock new sales opportunities. Start slow and implement one tactic at a time. With each success, you’re adding more building blocks to your business.
You might also consider hiring a copywriter with strong research skills and a good understanding of your business. They can help you with planning and implementing a powerful marketing strategy.
Chris Hoff is a full-time copywriter and marketer, who specializes in e-commerce.Hire Chris