E-commerce owners and decision-makers are frequently on the lookout for new marketing strategies. Ways to attract new customers and entice old consumers to keep coming back. What most marketers won’t tell you is that the ‘old’ strategies- when done right- are just as effective.
Here are three effective marketing strategies you’ve probably heard about that can help you sell your products online:
1. Content Marketing
Whether you’re selling handmade scarves, electronic gadgets, or anything in between; content can either make or break your venture. This marketing strategy involves communicating with modern consumers without hard selling.
Today’s shoppers’ frown upon content that focuses on product features. Failing to mention what problem your product/service solves for your typical customer. High-quality content covers not only the ‘what’ of your brand but also the ‘why’. Leaving no doubt as to why consumers should buy what you’re selling.
Content marketing works but people have flooded the internet with so much content that consumers find it hard to distinguish noise from facts. As LinkedIn Content Marketing Manager puts it, “Content Marketing is no longer a numbers game. It’s a game of relevance.” Creating relevant content is the fastest way to make readers stop, think, and take action.
So how can you use content marketing to improve your online presence and convert your readers to paying customers?
- Blogs
A recent survey from Hubspot revealed that 55% of marketers put blog content creation as a top priority in inbound marketing. Why? Because relevant engaging content helps to maximize reach and bring inbound leads.
Most consumers also feel the same way. With 90% of searchers not having made up their mind about a brand before researching it. Trusting fact-based content over ads when it comes to learning more about a product or a service. Creating insightful blog posts is more likely to get you shares, likes, and links and direct more traffic to your website.
- Case Studies
Don’t be afraid to become an authority in your niche. Talk about a specific problem a particular client had and how you helped them solve it. This can go a long way in assisting prospects in understanding your brand. Giving you an edge over the competitors who are forcing a hard sell.
- Webinar
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Host an online webinar and talk about an issue or topic that interests your ideal customers. You can make it a one-day event and put up the content on your website. Simultaneously, showing readers you’re an expert in the industry and putting a ‘face’ on the brand to establish a connection with potential customers.
2. Email Marketing
Campaign Monitor’s survey of 1,000 small business owners and decision markers revealed email marketing to be the most effective form of marketing. On average, a $1 investment resulted in a $38 ROI- which is a 3800% increase in profit.
The returns could be even higher if more marketers focused less on increasing font size, changing the CTA button colour, or optimizing colour scheme. Sure, these things ABSOLUTELY matter. But they’re not the most important aspects of email marketing.
E-commerce marketers should focus more on segmenting their email lists. Learn to create buyer personas for your subscribers based on shopping behaviour and buyer journey stages, which increases the chances of them buying from your store.
Sending a generic email to your entire list over and over again won’t be as effective as sending special offers to visitors who put items in the cart then fail to complete the purchase. Or an email campaign targeting repeat customers with discounts and coupons for referring your business to friends and family.
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Email marketing can help boost sales for your online products only if you understand what customers really want from you. Why did they sign up to your list? What do they want to buy (or not buy) from your site?
Once you can answer these questions for all your subscribers, you’ll be well on your way to turning mild interest into a decision to buy. And the best part? You don’t have to guess or do any number crunching to know what your audience wants. You can just ask them in the sign-up form or welcome email.
3. Social Media Marketing
Global internet users spend 2 hours and 23 minutes on social media. If you want to stay ahead of the competition and keep with consumer trends just selling on e-commerce platforms may not be enough. You need to take your marketing strategies a step further and position yourself where consumers spend the most time- social media.
Social media offers various platforms for you to start marketing your products. So how do you choose the right one for your business? Which platforms will give you the most exposure and increase traffic? And should you market on one platform or all of them?
Before answering any of these questions: take a look at the social media accounts your business currently has. If you’re only on Instagram and Twitter then start actively posting on both accounts. Creating content on social media helps generate buzz for your business and grow fan loyalty.
Engage with your customers using entertaining videos, inspiring posts, and informative articles. And after six months, take a look at the metrics from each platform. Did you receive more engagement on Instagram than Twitter? Then you’ll probably generate more leads and make more sales from creating ads on Instagram.
Content, email, and social media marketing strategies are timeless techniques that have worked for thousands-if not million- eCommerce stores. Pick out one strategy in this article, try it out, and analyze your traffic and sales. You’ll be surprised by what high-quality relevant content, email segmentation, and social media ads can mean for your bottom line.
