As an online store business owner, you need to be familiar with eCommerce marketing. Because if you aren’t, you are losing sales and letting your competition leave you behind.
Do you have an online shop that isn’t making enough sales?
If that’s you then your eCommerce marketing strategy is missing.
What is eCommerce marketing?
eCommerce marketing is all the activities you do on a daily/weekly/monthly basis to increase brand awareness and drive traffic to your website in hope of turning those visitors into customers.
If your sales are low and you want to increase them then your first step is ensuring you have a business plan and a marketing strategy. These two living breathing documents are the cornerstone to your success.
Did you know that eCommerce marketing and digital marketing are not mutually exclusive? Ecommerce websites, no matter how big or small need to use social media, content, search engine, and email marketing tactics to promote a product and grow their business.
Your marketing strategy will identify your ideal customer, what marketing channel to use and what your tactic will be for each of your goals. This will guide you and keep you focused.
Let’s take a closer look at 4 tactics you can implement to increase your sales:
Know your Audience
When we talk about knowing your audience, we are meaning more than just their demographics. You need to really understand what language they use and respond to. You need to understand how your product solves something that is causing them problems, but you also need to understand their barriers around that.
Because when you can bring this all together, you’ll have a brand message that speaks to them a level most businesses miss.
Drive Traffic to your eCommerce Shop
To increase your sales you need to make sure you have online traffic coming to your eCommerce shop. If you use Shopify, their inbuilt analytics will give you some insight into this. If you use Woocommerce on WordPress, you’ll need to have Google Analytics setup and installed. Even on Shopify, I would recommend this as well.
In your analytics, have a look at where your current traffic is coming from. Then compare to that your sales stats to give you an overview of your traffic sources vs sales sources.
Why do this? Because if you don’t have that benchmark, you won’t be able to know whether your eCommerce marketing tactics are successful or not.
There are many marketing channels you could use to drive traffic to your website. To decide which channel you should be using comes back to knowing your audience and knowing where your traffic and sales are coming from.
The most common marketing channels in New Zealand are:
- Email marketing – sending regular newsletters to your mailing list
- Content marketing – writing and uploading blog posts and/or guest blog posts
- Social media marketing – using Facebook and Instagram
- Video marketing – using videos such as brand story video, social media stories, and reels
- SEO – search engine optimization for Google search ranking
Convert Traffic to Sales
Once you have a visitor on your website, you want to convert them into a sale. But before you can convert them, you need to know if they are a new visitor or a repeat visitor. Because if you have read the How to create your own sales funnel you will understand that it’s not often a person will buy on their first visit. This means if they are on their 1st visit you need to focus not on the sale but on building their trust. You can do that with a lead magnet.
For repeat visitors, they are normally in a different stage of the funnel and buying process. Your repeat visitors come more from marketing channels like email marketing and social media marketing. Your first-time visitors are more likely to come from content marketing, video marketing, and SEO (and paid advertising).
Converting traffic to sales can come down to more practical things like:
- Page speed – if it’s slow loading, they’ll leave before your page finishes loading
- Mobile responsive – if browsing your shop is too difficult on a smaller screen, they’ll leave
- Price – if your pricing isn’t clear, and they get a shock at the checkout, they’ll abandon the cart. This includes not making your shipping costs clear.
- Contact Info – for an eCommerce shop this is the biggest issue. If you don’t clearly state your location (even just listing your town will create that trust) and have a way for people to contact (phone or email) you then they won’t feel safe to continue with their purchase.
Get Repeat Sales
You’ve heard the saying that it’s easier to sell someone who already knows you than it is to sell to someone who doesn’t know you? That’s all about trust and having the right audience find your shop. You achieved this by knowing your audience, driving the traffic through the right marketing channels, and having a clear customer pathway + sales funnel converting that traffic into sales.
Getting repeat sales is about your after-sales customer strategy. What happens with your customers once you have the sale? If they don’t hear from you again, how can you get another order from them?
Effective and successful eCommerce marketing is like a continuous loop of activities and tactics you need to take on a daily/weekly/monthly basis that keeps bringing your audience back to your shop.
Go forth and conquer on your own or if you would like expert marketing strategy help you go forth and conquer…Get in Touch with us.