12 Ecommerce Marketing Strategies For Retailers
Ecommerce marketing involves the promotion of businesses to customers in order to encourage them to purchase products via online platforms. This includes traditional and digital marketing strategies and promotions. Building an online store is a great way to drive more awareness and sales for your retail business. However, to grow your online store and increase sales, you will need an ecommerce marketing strategy.
Even as a retail business owner with a physical store, it's essential to build an ecommerce marketing strategy as well, so you can create an omnichannel retail experience that puts your business in front of more prospective customers while simultaneously ensuring existing customers keep coming back.
These 12 tips will help you to create an ecommerce strategy for your retail store.
1. Email marketing can be leveraged
Email marketing can be a cost-effective strategy to generate and nurture leads.
Find an email marketing tool to automate your messages and send targeted campaigns to segmented audiences on your list.
An email list gives you complete control over your audience, unlike social media which uses algorithms to limit the number of people who see your content.
You will need to obtain permission before you can send emails to subscribers. This is because the subscriber may already be familiar with your business and be interested in the products or services that you offer or render.
These are just a few ways that email marketing can be used to your ecommerce marketing strategy.
Create an email list
Quality is more important than quantity when it comes to building an email database.
Instead of focusing on the number subscribers, think about how likely they are to engage with you, do business with you, and buy from your company.
Add opt-in forms to your checkout pages, post-purchase communications and other pages on your website in order to build a strong list of quality subscribers. To encourage people to sign up for your email address, you can create an interactive quiz.
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Send abandoned cart emails
When an online user adds products and then leaves your site, they are known as abandoned shopping carts. This is a big problem for retailers as these users are likely to be high-intent and therefore, it's theoretically a simple sale. But the shopping cart abandonment statistics don't lie:
- The average documented shopping cart abandonment rate is 69.8% according to Baymard Institute.
- An important statistic has been reported that the annual loss in ecommerce due to shopping cart abandonment is $18 billion.
You can send abandoned cart email to reduce these losses. These emails remind customers about their nearly-purchases and encourage them to complete the transaction. You could also offer discounts, free shipping or suggest new products to encourage customers.
Here’s a good example of a cart abandonment email sent from Jack Wills to a
customer who didn’t checkout after filling their shopping cart.
Send great content in your emails
Customers voluntarily give their email addresses to your company. This builds trust. Offer value in your emails to maintain trust with customers and build strong relationships.
Value is subjective. It's important to know what your customers are interested in and to create content that addresses those interests. In general, however, customers will appreciate a welcome email series. This helps them get to know you and your expectations. Your email subscribers could be offered promo codes, product tips and feedback.
Made In Cookware uses its email to offer customers a 25% discount.
To create a lookalike audience, use customer emails
A lookalike audience is another great benefit of email marketing. It can be created based on your subscribers list. A lookalike audience is basically a copy of your ideal target audience, in this case your email subscribers. Conversions are more likely to be achieved if you have an email list that is already interested in your business.
First, segment your existing list. Next, download the CSV file to create this lookalike audience. Next, upload the CSV file to your Facebook Ads Manager. Select identifiers in order for Facebook to create the lookalike audience.
Ecommerce Marketing vs Digital Marketing
Digital marketing can be used to promote sales online and offline. Ecommerce marketing simply involves advertising on online platforms in order to convince consumers to purchase your products.
2. Cross-sell Your Products
Cross-selling has led to significant revenue increases for companies such as McDonald's and Amazon, even though it may seem simple. The same strategy can be used for your store.
Cross-selling a wallet can be done if you are selling apparel. A pet shop may also sell vitamins to complement dog food.
Cross-selling is possible if the products you offer complement the existing items that your customers have purchased.
You can upsell customers to purchase a slightly more expensive product than they intended. This is similar to cross-selling. Upselling could be used to convince customers who are currently purchasing $100 jeans to buy $200 pants, or convince dog owners to get premium food over generic.
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3. Use social media
Building an ecommerce marketing strategy cannot be complete without mention of social media.
People use platforms such as Instagram, TikTok and Twitter to entertain themselves, shop for products, and more are turning to them every day.
You can position your ecommerce business to be the one that your customers find when they use social media.
Use User-Generated Content to Your Advantage
UGC (user-generated content) refers to any piece of content that is created by customers, and not a company. UGC can be shared on social media to provide exposure and marketing for your ecommerce company.
It builds trust when customers share photos of themselves enjoying your products. UGC can also take the form of recommendations and reviews. UGC can drive traffic to your physical and online shops when done correctly.
Instagram Store
Instagram allows ecommerce businesses to link their product catalog to their Instagram profile. This means you can launch an Instagram store to build a shopping channel in your posts, stories, and Explore page.
Customers can shop products directly from your Instagram posts and stories.
Your profile also includes a Shop tab, which acts as your Instagram storefront. The Shop tab allows users to view all products that you have available for sale and the price.
Once users click on “View Shop,” Instagram displays the products potential customers might be interested in.
Here’s what @jfitzpatrickfootwear’s Instagram Shop looks like.
Once users click on “View Shop,” Instagram displays the products potential customers might be interested in.
Here’s what @jfitzpatrickfootwear’s Instagram Shop looks like.
Once users click on “View Shop,” Instagram displays the products potential customers might be interested in.
Facebook Marketplace
It's not surprising that Instagram, the parent company of Instagram, supports ecommerce marketing through its platform.
Over 33% of Facebook users in the US use the Facebook Marketplace to buy and sell products every month.
Apart from the Facebook Marketplace you can also create your own Facebook store to integrate your product catalogue from Shopify with Facebook.
4. Enhance existing product pages
Two main functions of product pages are to:AttractTo and fromConvert.
Optimizing your page for keywords that your target audience searches online is a great way to attract them. Proper meta tags, alt text and headers are the best practices to optimize your product pages for traffic.
Your next goal is to optimize product pages for conversion once you have steady traffic. To do this, you'll need to write product descriptions that appeal to your audience's emotions or pain points and position your product as the solution. You can monitor your product's performance over time to see what works and what doesn’t.
5. Customer Reviews - Encouraged
Customers prefer to purchase from companies they trust, like and trust. It's not easy to build trust because prospects aren't sure a company will give an impartial view of its products.
On the flip side, 79% of consumers trust online reviews from your customers who have tried a product.
You could encourage customers to leave reviews by sending them an email after they have purchased your product. You could also send an email asking for feedback after they have used your product for a reasonable time.
You could offer a discount for your next purchase if your audience isn’t inclined to give feedback or reviews.
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6. 6.
Setting up a blog could be an ecommerce marketing tactic that works to attract new and existing customers. You will rank higher in search engines if you publish quality blog content and your audience will have more ways to interact with you.
Tip:Even though it is not aBlogging is a popular investment by most businessesIt takes time for traction to build up, so blogging is generally a long-term strategy.
Your blog can be used to address the needs of the audience at the top, middle and bottom of your sales funnel.
Let's say, for example, that you own a shoe store called RunZ. A blog post about "how to prepare to run a race" is informational content that will most likely be read by anyone who plans to run a race. This content is best for prospects at the top end of your sales funnel.
Your audience will type something like "RunZ site" into search engines to indicate that they already know your company and are interested in navigating to your website.
You should add phrases such as "best", "coupon", and "shipping" in your product description to attract a buyer who is looking for transactional information. Your product pages will be visible on search engines when someone searches for "best air force 1 shoe".
7. 7.
Everyone loves free stuff. By running giveaways and contests, you can tap into the human nature. You might find that you are attracting many people to your giveaways, so it is important to provide a way to segment and collect data about your giveaway audience to help identify potential customers.
Analyze the data after your giveaway is finished to determine which channel brought in the most qualified traffic. Next, look for different promotional strategies to increase those chances.
8. 8. Create a customer loyalty program
Customers are happy to be appreciated. One of the best ways to appreciate your customers is to create a customer loyalty program where you offer special offers and incentives to your most loyal customers.
You could, for example, reward customers with points when they purchase anything from your company, give you a positive shoutout via social media, leave a review online, or refer a customer to you business.
With a customer loyalty program, you can spend less on customer acquisition--which is generally more expensive than customer retention.
For instance, Barnes and Noble has a membership loyalty program where members enjoy perks like free shipping, discounts on in-store purchases, and early access to new products.
9. Partner with another brand
Another great ecommerce marketing strategy is to partner with a brand selling a product that's similar to yours. This will expose your product to a new audience. You could, for example, partner with a company that sells lotions and creams.
You can then promote the collaboration online via your websites, email marketing and social media. You can also build your audience, which can have long-lasting, indirect effects long after the collaboration is over.
10. Mobile-Friendly Design for Your Online Store
Every year, more consumers use their mobile devices to shop online--and it doesn't look like that will slow down anytime soon, if ever. When creating an online store, it is important to consider the mobile experience.
The design of your store should be responsive. It should also have large buttons that are easy to use on smartphones and tablets. To avoid losing customers who hate slow-loading websites, optimize your online store. All ecommerce platforms and web builders have mobile-responsive features right out of the box.
11. Collaboration with Influencers
Influencer marketing can be a great alternative to running pay-per-click (PPC) or social media ads. The right influencer can help increase brand awareness and get your product in front a highly engaged audience.
Influencer marketing is the most popular type of influencer marketing. The influencer posts on social media to the platform where they have the most engagement. It's also possible to ask your influencer to review a product.
Remember to put quality before quantity when working with influencers. Many followers does not always translate into high engagement and sales. Although this is subjective, it's important to look for influencers that are authentic and have lots of positive interaction.
12. Use SMS Marketing
You can collect customer's phone numbers to send marketing texts messages. You can send SMS messages to your customers as an alternative to email, since they receive a lot of emails each day. Many of these go unread.
You can use SMS marketing to send push notifications or promote time-sensitive offers to your customers. You can remind your customers to buy in-store by using location-based notifications.
Bottom line
There is no single ecommerce marketing strategy that works for everyone. It is important to think about the type of products and customers you have, as well as how much time and money you are willing to spend.
It doesn't take all of your efforts. Take a few tips and give them some thought. You can discard the ones that don’t work, and you can try new ideas along the way. Owning a small business is the best thing about it.
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