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E-commerce sales are expected to reach $1 trillion in the United States by 2022. Black Friday sales alone in 2021 reached $8.9 billion. With the growing hype and use of online eCommerce stores, the complexity and competition has also increased.
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Brands have a more difficult time competing in capturing the attention of potential customers in their customer journey, focusing their marketing efforts on the right target customers, and delighting them with ‘the post-purchase part of the buyer’s experience.
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If your eCommerce brand is struggling to improve your digital marketing, drive sales and improve your customer retention, this guide is for you. This is the most comprehensive guide to everything related to eCommerce marketing strategy.
We discuss specific eCommerce marketing strategies, the right channels, marketing tips and tools to help you smash your ROI goals.
After identifying the eCommerce business model as a foundation, you can continue to create an eCommerce business strategy that should include a well-organized business plan, defined business channels and clear sales channels.
Many marketing managers tend to skip or cut corners in this area and end their advertising campaigns blindly, which produces low returns on marketing budgets and high waste of money. . This is one of the most common mistakes business owners make in their eCommerce marketing.
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The first step in eCommerce marketing planning should be defining your goals. Use industry benchmarks to create goals that make sense for your team. You can use the SMART = Specific, Measurable, Achievable, Relevant and Time Based goal system to help you succeed.
Key eCommerce marketing goals often include things like leads, clicks, bounce rates, conversion rates, and customer acquisition rates. You should also determine the specific sales numbers of each major channel for the next 3-6 months.
A competitive analysis is a must. It’s not only a strategic source of information, but it also connects to your goals by giving them benchmarks, which can help you determine budget allocations.
Good segmentation will help improve your user experience by categorizing it and translating it to your bottom line (your eCommerce goal).
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Your eCommerce marketing plan should reflect the characteristics of your target audience. You can segment your audience according to the following criteria:
Audience segmentation allows you to better adapt your offer to your customers’ needs (personalization). This can promote customer loyalty and retention, allowing you to sell and increase your sales even more. And when you know what works and what doesn’t, you can fine-tune your offer to attract new buyers.
Once you have gathered all this data about the people you want to reach, it’s time to choose specific ways to reach those goals.
Choose the marketing channels you want to use (free and paid) and write down a few specific tactics you want to use for each channel. Then break these strategies down into action items that you can assign to your team.
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First, it’s a great way to meet potential customers and get a better feel for the top of the tunnel. Second, it is where most consumers write about their experiences with the brand and send direct messages to the brand.
This is why eCommerce businesses should have an organic presence on all social media platforms such as – Facebook, Twitter, Instagram, Pinterest, TikTok, and Snapchat.
Algorithms on social media platforms are preferred by accounts that advertise. So if you haven’t published your Facebook ads yet, you should at least improve your posts. This will help improve your organic reach and help you get in front of your next potential customer.
Social proof plays an important role in the success of your eCommerce marketing plan. Potential buyers rely heavily on the testimonials of others when approaching a purchase decision.
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To achieve this, make sure to create lots of testimonials, positive customer reviews and success stories. This should be placed throughout your store at strategic decision points. The best part is that you don’t have to offer incentives, many of your customers will leave reviews for free.
Referrals and word of mouth are the secret sauce behind sustainable growth. You can’t throw your money at Facebook ads forever, at some point your audience has to get excited about your product and start referring their friends for free if you want your brand to grow.
The reason your customer’s value seems to depend on everything is because you haven’t given them anything else to care about – Seth Godin
Frank Body has been doing this since day one. They created a unique hashtag – #thefrankeffect and started offering monthly prizes for the most creative photo/video posts. This strategy encouraged users to create user-generated content (UGC) in the form of images and videos and helped the brand gain over 100k+ content using the hashtag.
Best Marketing Channels For Your Ecommerce Business (2023)
Marketing is very dynamic, and you should always look at how changes in layout, messaging, product description, user experience and other factors can affect your marketing KPIs.
As Jeff Bezos once said – “Our success at Amazon is the result of how much we try every year, every month, every week, every day…”6. Use social proof notifications
Take advantage of customer psychology a.k.a. “FOMO”. The fear of missing out is the first characteristic of a buyer. Showcase special offers, limited time offers, limited edition products, and bundles to improve your conversion rate and get more sales.
Just be sure to base your FOMO offer on your users’ behavior and expectations, that is, you need to think about what is considered an expensive offer in their mind and limit their access. .
E Commerce Marketing Plan
Use active notifications to show when a user recently purchased your product or how much a product was purchased. These will increase your user’s sense of urgency and increase trust in your brand.
One of the top Shopify apps is also called Fomo, and it allows you to create these notifications locally and send them in minutes. Here is an example.
Speaking of Nectar, this is a popular home decor brand that has grown into an industry leader in just 5 years. One of their secret sauces is making the product page tell the whole story. Pack all the information a buyer wants to see on one page so they don’t have to navigate the rest of the site.
A single product page includes – promotions, package prices, product history, company history, UGC+ reviews, PR mentions, specs, unboxed instructions, competitor comparison charts and the FAQ. Oh, and sticky food.
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Try again. Many times, potential buyers are not really ready to complete the purchase, either because they are still unsure, do not have time to complete the payment at this time, still want to compare their options, and many other reasons.
Therefore, you want to stay on their radar and offer your offerings to keep them coming back. Send an abandoned cart email to remind them of the item they checked out, or remind them to complete a purchase from their shopping cart with a pre-targeted Facebook ad.
You can target potential customers with similar offers to what your current customers have purchased in the past.
This is a perfect strategy for users who are still comparison shopping. Create a guide that compares your company to your competitors and highlights all the key benefits or
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The guide serves two purposes. You can use them to convert users who initially looked at your competition and then found you to be an option worth checking out. You can also offer these guides as free lead magnets to generate leads.
Another great way to connect with your audience and improve your conversion rate is to run interactive quizzes. You can display it on your home page and provide a quick and creative way for your users to learn about your services and start browsing. This is every content marketer’s dream.
Search is one of the most overlooked areas of eCommerce marketing. What most eCommerce marketers forget is that people using search have the highest purchase intent and are ready to buy. So make it easier for them to use the search by making it interactive.
This can mean a few things. First, you can display your product images when they type in their search results. You can also enhance your filters to allow your users to search by attributes such as color, size, shape, and more.
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Wish lists are powerful. It allows your users to save an item on a list, (read: you get the user’s email) and you can retarget them with email campaigns. Etsy has this feature and has been successful in attracting buyers back to the site.
Chairish, a home decor brand, uses wish lists as social proof and as a conversion tactic. You must first register on their site before you can store items on yours
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