The eCommerce industry is crucial for consumers and businesses, given the recent global outbreak of COVID-19. Therefore, companies must stay ahead of the curve and ace their marketing strategies to remain relevant in harsh trading conditions.
A powerful marketing strategy employing the latest tactics can help your business avoid distraction, break through the clutter, and reach the maximum number of consumers.
Regardless of how groundbreaking and relevant your product or service is, without an effective marketing strategy that reaches your intended audience, you’re likely to remain the world’s best-kept secret! Hence, here are five marketing tactics to stay focused and get results.
Time and time again, email marketing has proven to be a more effective marketing channel than other channels, such as paid search, social media, and direct mail. In fact, email marketing has emerged as the most dominant marketing strategy, with a return on investment (ROI) of $44 for every dollar spent.
The email marketing strategy you create for your eCommerce brand can combine email automation with standalone emails. There are multiple ways you can grow your email list. Encouraging visitors to sign up for your newsletter in exchange for a discount or freebie. Also, pitch your newsletter on your social media profiles, and don’t forget to collect your customers’ email addresses when they purchase.
Your email marketing strategy may include welcome automation, cart abandonment automation, and order automation. Email is also an excellent way to inform customers of upcoming sales and offers.
You should also consider sending cold emails to people who’ve never visited or even viewed your eCommerce website.
Don’t fall under the misconception that cold emails are spam since, as long as you include relevant information, such as your full name and the reason you’re contacting the addressee, you won’t be overlooked. Caveat Emptor: Be sure to abide by your country’s anti-spam legislation for all email communication.
You’d be surprised how many companies don’t realize the importance of retargeting. On average, a website converts approximately 2 percent of its traffic. A business can capture sales and transform the remaining 98 percent of visitors with a retargeting strategy.
46 percent of search engine marketers believe that retargeting is one of the most underused strategies today, especially given that retargeting website visitors are 70 percent more likely to be converted.
Perhaps the best way to run a retargeting strategy is to run retargeting ads on other websites people visit. If potential consumers leave without purchasing, you can display ads on other websites and showcase your products.
Apart from display ads, you can also retarget customers through emails. Cart abandonment causes a loss of $4.6 trillion in eCommerce sales, so it’s essential to try to recover them as much as possible.
Cart abandonment emails are sent to customers who leave items in their cart as a follow-up to remind them to complete their purchase. Cart abandonment emails are effective in driving traffic and converting lost sales.
Display Shipping Details
Plenty of times, you’re almost done making a purchase and suddenly bombarded with shipping costs right at the end. It’s vital to be straightforward with customers and let them know how much they’ll need to pay for shipping right at the beginning of the checkout process. 28 percent of shoppers will abandon their shopping cart when they face shipping costs they weren’t expecting, so it’s essential to inform them before they make a complete effort.
Other shipping details, such as the estimated delivery time, or further shipping details, such as signature upon arrival, are involved.
Personalize The Buying Experience For Customers
Nothing is more effective than making a customer, or potential customer, feel important. You should focus on customers by personalizing emails and recommending products based on their previous purchases. Personalization is an effective technique to connect with your customers and cater to their unique needs and wants.
One eCommerce business that does personalization extremely well is Amazon. Based on a customer’s purchase history, you can make recommendations and show customers related products they might be interested in.
While personalization requires extra effort from your end, it leads to many benefits in the long run.
Provide Accurate Product Descriptions
If your business involves products such as shoes or clothing, customers need to be able to access a detailed size guide before they purchase. Not only does this reduce the number of returns you might potentially receive, but it’s also beneficial to your customers.
Apart from this, customers should also be able to read any reviews other customers have left for the product to better understand where their money is going. You should also include a frequently asked questions (FAQ) page that addresses the most common concerns customers might have.
Brands such as Ted Baker understand the importance of detailed product descriptions and include several specifications, fit, size, fabric, and even the size of the model in the product image. While you don’t necessarily need to cover everything, telling customers the details they might be most interested in will give them a clear idea of what they can expect from the product.
Product descriptions are also an excellent technique for boosting your website’s ranking on the search engine results page (SERP) since you can incorporate relevant keywords in the description and the tag for the image.
Every eCommerce business has a unique blueprint, and what may work for a competitor or another enterprise may not necessarily work for your business. By employing and testing different eCommerce strategies, you can determine which yields the best results for your brand.