The tale The Hare and the Tortoise illustrates a well-known moral: “Slow and steady wins the race.” Equally applicable to e-commerce marketing.
After launching your website, developing a dedicated customer base will take time. Reaching your target audience, converting them into buyers, and generating a steady flow of fresh and returning consumers requires perseverance and various marketing strategies and platforms. It would help if you didn’t dazzle or upset customers with clever advertising to grow your firm more quickly. Successful marketing demands the patience to let new clients identify with your company over time and to purchase only after establishing trust.
Build your business by utilizing numerous marketing channels to connect and attract new customers and establish long-lasting interactions with them. These are tactics that any company, regardless of budget, may incorporate into its e-commerce marketing approach.
1. Communicate via social media
Social media may expose your company to new audiences with minimal cost. People enjoy interacting with brands on social media, so it is worthwhile to create a presence.
90% of Instagram users follow a brand, and 54% have purchased a product or service after viewing it on the platform.
Two-thirds of Facebook users view an organization’s page at least once every week.
- Two-thirds of Facebook users view an organization’s page at least once every week.
- There more than 90% of YouTube users find new businesses or items.
- Marketing via social media is all about consistency and connection.
Publish consistently to reach and engage your followers often so that they develop the habit of connecting with you.
Provide appear similar that demonstrates your brand’s personality to give consumers a reason to follow you. Your social media posts are not advertisements. While occasionally providing links to your website and products, you should limit sponsored material to no more than 20%. Add something amusing or informative to your followers’ feeds to provide them exclusive value.
And there is no requirement to be everywhere at once. Begin with one or two social media profiles to avoid spreading yourself too thin. Concentrate on the channels that your audience uses. Find out from your clients through a simple social media survey where they prefer to follow businesses, examine your rivals to determine if they’ve created a following, and compare your audience to the demographics and interests of the platforms you’re considering. According to Pew Research, Pinterest’s users are probably older, and there are 2.9 times more women than men on the website. YouTube is extremely popular among millennials and members of Generation Z, and the gender ratio is relatively balanced.
With a social media marketing tool such as Buffer, MeetEdgar, or Hootsuite, you may post on social media without constantly monitoring your accounts. You may schedule postings in advance and track their progress from a central center.
2. Use a search engine optimization (SEO) technique
38% of online shop traffic comes from organic search. Optimize your online store to appear in search engine results and improve traffic by including essential keywords in the names and descriptions of your product listings.
Determine specific keywords using an SEO tool such as Ahrefs or Moz. Then, enhance your e-commerce shop for search using the brand’s most particular keywords.
You can also construct SEO-optimized landing pages outside product pages that answer frequent inquiries and improve your blog entries.
3. Start a blog
Blogs are a significant component of content marketing strategy for e-commerce businesses across all industries. Blogs help online businesses attract new audiences, establish credibility, and deliver relevant information to customers.
Write about complementary themes to your items that your clients will find helpful. For instance, the brand Dear Brightly provides skincare advice for various skin issues and information about skincare components. In its blog, travel backpack manufacturer Tortuga suggests travel gear and provides packing advice. And environmentally tooth care brand Bite talks about green living.
4. Establish a strategy for email
An email is an excellent tool for establishing relationships with clients. And it is a crucial route for continuing the dialogue with website visitors who decide not to purchase. After attracting visitors to your website, it is essential to maintain their interest. Yet when consumer data protection regulations remove third-party data, owning your customer connections becomes even more vital. An email subscription lets you communicate directly with your consumers and indicates that they want to hear from you.
According to a survey by Litmus, retail, consumer goods, and e-commerce businesses get a return of $45 for every dollar spent on email marketing.
You may contact buyers on the verge of purchasing with flows like browse abandonment and cart abandonment. Such flows are fundamental to any email marketing plan. Cart abandonment has been between 76 and 90% on desktops over the past two years and has been significantly more prevalent on mobile devices. But, according to Klaviyo’s analysis, abandoned cart email flows have an average conversion rate of 3.9% across all industries, which is 39 times that of standard email campaigns.
And you may also include client retention methods in your email marketing campaigns. Use thank-you flows, replenishment emails, and a wingback series to keep clients returning.
The haircare manufacturer Briogeo prompts clients to reorder products before running out.
Email solutions like Klaviyo were designed with e-commerce in mind. You can connect Klaviyo to your online store to track the effectiveness of your email marketing campaigns, create automated flows to engage new and existing consumers, and combine all of your other marketing technologies to gain audience segments and enhance personalization.
5. Feature your brand on blogs
Connecting with websites that have to buy impact over their audience effectively exposes your brand to new prospective clients. Contact relevant blogs and publications to determine their interest in reviewing your products. Inviting them to join your affiliate marketing program will motivate them to showcase you.
Recognize locating websites already ranked for search terms relevant to your brand, as Tortuga does. The brand identifies new reviews by determining which blogs rank for words such as “travel backpack” and “best travel bag.” The brand submits a rucksack to these websites for consideration on the ranking page. When they obtain a spot, they consistently receive thousands of visitors.
