10 Digital Marketing Strategies for Your Website & E-commerce Store
All ecommerce businesses – whether you’re starting out or well-established – should keep up-to-date with the latest marketing trends and techniques to promote your site.
Here are some tips that are used by our clients and other ecommerce sites around the world.
1. Content marketing
By creating original content that resonates with your customers, you’ll be able to attract their attention, and increase the chances that your brand is shared across social media.
Create a list of types of content that you can create that’s educational, or something that your customers would be interested in reading. This content can be distributed as blog posts within your site, email newsletters, or social media posts.
Motherswork, one of the leading maternity and baby products retailers, dedicates a lot of time to create interesting quality content for their customers. This can be found on their blog.
The key thing to consider when writing content pieces for marketing is to follow Pareto’s 80/20 rule, which means that 80% of your content should be informational, and 20% should be promotional.
2. Social Media Marketing
Social media marketing is one of the most cost effective and powerful ways to communicate and market to your customers. It offers highly targeted ads and engagement that other conventional marketing channels are unable to.
Working on building up your social media profile, and posting content and promotions that your customers will appreciate can be a quick way to build a larger base of customers and continually remarket to them.
Facebook, Instagram and LinkedIn allow brands to choose their conversion goals (such as website visits, or store purchases), and they display ads in a way that encourage that particular customer journey.
Social media platforms like Facebook and Instagram have shop features that allow brands to sell directly on their platforms as well. On an operational level, brands will need to figure out the best way to manage their inventory across their website and Facebook’s store.
Things to note –
Facebook constantly updates their newsfeed algorithm, which changes the way brands should be creating and managing their content. Most recently, they’ve changed their algorithm to enable users to have “more meaningful interactions”. This means that Facebook will start putting greater emphasis on content that is posted and shared by friends and groups, rather than media outlets and businesses. Brands will need to come up with new methods to get real people to write about them, or share their content.
3. Email marketing
Email marketing is one of the most cost-effective ways to reach out to your existing customers.
Your site should collect the email addresses of visitors that have not purchased, and these emails should be added to the pool of customer emails that you should have already collected. Ensure that your newsletter subscription form is prominent, and the benefit of signing up is clear. These benefits can be in the forms of discounts, vouchers, or other rewards.
Another way to collect email addresses is by getting your customers to contribute the emails of their contacts for a reward. Read the “referral marketing” section for more.
Similar to the content marketing strategy, your EDM content should be focused on being more informational than promotional.
All of your Email campaigns should be tracked to measure the effectiveness and ROI of your campaigns. A bulk of the necessary information should be produced in the email blasting software that you use, such as Mailchimp or Email Rocket (Suzerin’s system).
You can also get further insights by implementing a UTM code to your email links, and using Google Tag Manager and Google Analytics to track the interactions and conversions made by users after they have landed on your site.
4. Partner marketing with complimentary brands
The downside of conventional EDM blasts is that you’re limited to marketing to your existing customers only. Another basic marketing objective should be to market to new customers.
One way to do this simply is to reach out to brands that compliment yours and do a joint marketing promotion. This way, both your brands will be able to market to one another’s email lists and instantly expand your reach by a multiple of two (or more depending on how many partners you have).
Your customers stand to benefit as well, as they find out about a new product that they may be interested in, and get access to exclusive promotions.
5. Search engine optimisation
Search Engine Optimisation (SEO) refers to the ranking of your site on search engines (Google, Yahoo, Bing) in relation to your competitors for a particular search keyword or phrase.
Search engines like Google have an algorithm that determines how a site is ranked, and how relevant a site is to a particular search term.
6. Pay-per-click (PPC) marketing
Pay-per-click campaigns include all paid online media channels, such as paid Google or social media ads, or programmatic marketing ads with online ad networks.
The three basic ingredients for every PPC campaign are, the ad, the offer, and the landing page. These three items have to be synchronised to keep your lead interested. The landing page should be a continuation of the ad and deliver what was said as a reward of clicking the ad.
One powerful tool that you can use for your ecommerce store is to set up an account with Google Merchant Centre. You’ll be able to upload your products and these products can be shown with rich media on Google’s search results page itself.
7. Optimise your marketing efforts for mobile devices
About 50% of all website traffic today is through mobile devices, and this figure is continuing to rise. Your marketing efforts as well as your website itself should be mobile responsive or mobile adaptive to ensure that you’re not losing out on 50% of your potential business.
8. Referral marketing
Referral marketing campaigns can be a quick and easy way to growth hack your way to more customers and sales in a short period of time. The most common mechanics for referral marketing campaigns is to reward both the referrer and the new customer with a discount or voucher.
One brand that did this well is Grab. Within a short span of a year, they were able to capture most of the market share for ride-hailing in Singapore through their referral marketing strategy.
Most new visitors that land on your site, are merely browsing and may not be ready to buy at that moment. Having the right retargeting methods to get them to return to your sales funnel when they leave is key strategy to increasing sales conversions.
This can be done by capturing the emails on the first visit and re-marketing to them via email marketing, or showing them your banner ads as they visit other sites online.
10. Customer loyalty programs
Once you’ve grown your customer base, it’s important to keep them coming back. Retaining a customer costs more than 80% less than acquiring a new one. Having the right customer loyalty system in place can keep your customers loyal to your brand, and increase their lifetime value.
Read more about the different types of customer loyalty programs here.
By mastering and implementing these strategies as part of your brand’s marketing efforts, you should be able to vastly increase your store’s sales over time. At Suzerin, we help our clients through the entire ecommerce process, from planning, design and development to ongoing marketing and maintenance. Give us a call and we’ll be glad to help.