How to Create a Killer E-commerce Marketing Strategy
Ramesh Prasad
E-commerce marketing is a tricky subject, because it’s
tough to find all of the tips in one place. Luckily, I’ve done the work for
you, guiding you on the path to marketing success and providing a list for you
to stick on your wall and check off as you complete each e-commerce marketing
method. Keep reading to learn more.
Make Your Delivery
Options Better Than the Rest
This makes people feel special. Does your company stand
out in terms of delivery?
Think about ways to speed up the delivery process for an
easy way to stand out from competitors.
Focus on Local
Branding and Marketing
Not all ecommerce marketing plans require this, but if
you have a connection with a brick
and mortar store you can focus on local branding and
marketing.
Reach out to customers near your store with geolocation
tools and local search engine targeting.
Generate an Email
Marketing Campaign That’s Automated
Email marketing is the bedrock of effective ecommerce
marketing strategies, because it’s still
one of the best methods for influencing your customers
and convincing them to buy more.
Not to mention, consumers are known to open emails, even
if they include simple advertisements. Use an email marketing campaign to keep
in contact with your customers,
send them helpful information and sell your products.
Use Pay Per Click Marketing Wisely
Pay per click marketing is extremely cheap if used
properly.
Run numerous campaigns, and test all of them until you
find the ideal options.
Dip into the Reddit Pool
Reddit is a huge forum with discussion for everything
from bikes to romantic fiction.
Did you know that the platform offers advertising
opportunities?
Find the subreddits that cater to your industry and put
this in your ecommerce marketing strategy.
With Social Media,
Consider Diversifying Your Platforms
Social media is always a tough sell for ecommerce
companies, since it’s tough to figure out
which platforms work best in certain markets. There’s a
simple solution to this.
Diversify, and eventually cut the platforms that don’t
work well.
It’s just like investing in stocks. You spread out the
risk and realize which options are making you
the most money. Create Facebook, Twitter, Pinterest and
Google Plus pages. Spread your content through these mediums, and use social
media analytics tools to understand which ones work best. Even if one works
better than another, spreading out your social media presence
gives all of your customers a way to connect with your
company.
Who knows? You may only have 100 followers on Facebook,
but one of them may be your best customer. If you take away that Facebook
presence you risk losing that person.
Create a Content
Marketing Strategy Before Starting
Nothing good starts without building a plan. Just like a
movie studio goes through the preproduction process, an ecommerce business
needs a content marketing strategy. Write a list of all the methods you plan on
using to reach out to customers, whether it be blog posts, videos or
newsletters.
Make it a point to check in with this strategy every week
or month,
evaluating how the content creation and distribution
process is going.
Make Your Own Original Content
Nothing builds a strong connection with your customers
like original content.
Tying into your content marketing strategy from above,
you have the unique opportunity to choose between
unoriginal or original content.
Many companies use content pulled from around the web in
their ecommerce marketing strategies to free up time for other business tasks.
This, however, doesn’t have the same effect
as original content. How would your customers respond if
they knew an original company podcast came out every week?
Original content like videos, blog posts, audio segments
and eBooks help you build
your ecommerce site as a knowledge base for those
interested in learning more about your market.
Implement a
Loyalty Program
A solid loyalty program brings people back to your store,
and it makes them feel appreciated
for spending money on your company. You convince your
most loyal customers
to spend a little extra money, and they receive a reward
for doing so.
Automate Your
Social Networks
Not all social content needs automation, but you’ll find
that planning your social strategy
rees up time for other tasks in your business.
For example, when you schedule a month of Facebook posts,
you no longer have to think about it
for the rest of the month. Moderating comments is still
needed, but knocking out your social posts in one day means you don’t have to
shift gears every week or day to post content on social networks.
Invest in Mobile.
Mobile commerce is growing at a rate of over 130 percent
annually. If you lack a robust mobile commerce platform, you will see a
dramatic drop off in revenue over the next several years.
To stay competitive, you need to offer mobile-accessible
services such as delivery status,
real-time
notifications, click-to-call, maps, and product information.
Reach Out to
Customers in Their Native Languages
Think About Mobile
Advertising
Mobile advertising combines geolocation and mobile-ready
ads to connect your customers
to your store while they are sitting on the train or in a
doctor’s waiting room.
Build Authority
with Online Discussion Areas
A forum is the most common way to build a community on
your ecommerce store,
and this is because people are familiar with the format.
Message boards, forums and even chat areas build your
ecommerce store as an authoritative discussion platform, using a unique form of
user generated content to drive your store.
Get Creative with
Your FAQs
The FAQ page is an area that gets lots of visits on
ecommerce stores,
but does it show off your company culture?
Think about whether or not you want to reveal a goofy or
professional culture
and let it shine in the FAQs.
Use Tools to
Reduce Abandoned Carts
Launch Stores on Multiple Platforms (Ebay and Facebook)
Go Crazy With the
Email Newsletter
The email newsletter is a message that goes out every
week or month, and it’s completely
un-automated. This is a chance to share unusual content
and personal messages.
Remind People
About Their Wishlists
Wish lists are often forgotten, but they show you the
items that people have thought about buying. Consider sending out messages to
get your customers to finish off the purchase process.
Push Your
Customers to Make Product Reviews
Product reviews provide the quintessential social
credibility, convincing other customers
to buy products
based on user feedback. How many times have you bought something online because
of its ratings and reviews?
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