Brands that choose to offer their products and services online have an unprecedented number of potential customers. At the same time, there is also an unprecedented number of competitors, making it difficult to stand out even in relatively small markets and niches. When faced with such a conundrum, what can e-commerce businesses do to make the most impact within a given market?
Simply put, the answer usually relates to marketing. With so many forms of digital marketing available, choosing the right campaign strategies and approaches is essential to avoid wasted time and resources. Fortunately, successful e-commerce brands have a few tried and tested strategies that work in almost every situation.
Today, let’s look at six tips that successful e-commerce marketing strategies employ for optimal results.
Invest in PPC Campaigns
Some brands find attracting organic attention via the internet to be easy, but those in the business of e-commerce must be proactive in reaching new audiences. Arguably the most efficient form of marketing out there, PPC marketing provides even the smallest vendors with the opportunity to reach targeted consumers across social media, search engines, and beyond. PPC campaigns are an essential component of any marketing campaign, whether you’re selling products through the brand’s website or via a major marketplace like Amazon (see the following for help with making a profitable Amazon PPC campaign).
Focus on Mobile Design
The overwhelming share of internet users today make major decisions – even purchasing decisions – via mobile devices. E-commerce brands already have too much competition as it is: you don’t want to contribute to your own demise by using out-of-date web interfaces. As such, focusing on mobile-friendly and responsive design options will ensure mobile shoppers do not have a bad experience when visiting your website.
Promote Free Shipping
One of the biggest reasons why shoppers who tentatively add items to their carts but don’t follow through with payment is due to unexpected shipping costs. Why not take this dynamic out of the equation by offering free shipping? Even when factoring in shipping costs to the base price of products, consumers are more likely to purchase when there’s no shipping charges (plus it can be a great benefit to market in ad campaigns).
Most shoppers do research before committing to a particular product or brand. If your e-commerce marketing efforts aren’t yet delivering the results you had expected, then it may be time to put effort into encouraging customer reviews. These can be both on the brand’s website and on other platforms, such as Facebook and Google My Business. This helps establish your brand and website as trustworthy and authoritative and will persuade more shoppers to commit to purchases.
Reward Return Behavior
Successful e-commerce marketing doesn’t just pertain to attracting new customers: it’s about making sure old ones come back, too! As such, incentivizing repeat business should be a primary goal in any marketing strategy. Given that the odds of selling to a returning customer are roughly ten times higher than that of a prospective customer, offering discounts and promotions via email and social media advertisements is just good business sense.
Marketing strategies built on solely the promotion of products have a limited impact. After all, not everybody is ready to buy right now – but some may be ready to buy later, and if they’ve seen your offerings, then they’ll be more likely to consider you. A viable marketing campaign will always incorporate a variety of content offerings, including blog posts, reviews and other forms of multimedia that are both interesting and informative. By providing true value to audiences not anchored solely on sales, you’ll find that every marketing effort generates greater reach.
E-commerce brands have difficulty in particular with respect to marketing and growth, but overcoming these hurdles isn’t impossible. By tailoring future marketing campaigns to incorporate these tips, your efforts will deliver more viable and substantial results.