What do a Hand Forged 1060 High Carbon Black Steel Blade Full Tang Samurai Katana Sword and a 7, 541-Piece Lego Millennium Falcon™ Replica have in common?
First and foremost, they’re both amazing .
Second, if you have children under the age of three, you most likely don’t want them playing with either — one is a choking hazard and one is a katana.
Third, you can buy both through the magic of some thing called ecommerce — the. k. a. the sale of products or services online. Ecommerce is a business staple for companies across virtually every industry.
Right here, we’ll examine some e-commerce marketing strategies your business can employ to land plus retain as many customers as you can.
Ecommerce Marketing Plan
Your ecommerce marketing plan is essentially the sum of the ecommerce techniques and tactics you choose to apply. The most effective plans aren’t arbitrarily cobbled together — they’re designed with intention. They’re usually guided by a general marketing and advertising philosophy or underlying structure.
For instance, the inbound strategy can be applied to an overarching ecommerce marketing plan. In cases like this, you would tailor your e-commerce marketing efforts to bring in visitors, convert those website visitors into leads, close deals and turn them into customers, and delight them once they’ve purchased your services or products to turn them into marketers.
There are a number of different strategies to think about when constructing your strategy. Here are some of the most effective choices worth exploring.
1 . Weblog.
Maintaining a blog is one of the better ways to attract customers to your site organically. Simply by creating quality content highly relevant to your industry, you can project a sense of legitimacy and dependability to prospects.
If you give strangers an incentive to visit your site through your content — outside of material specific to your service or product — you generate attention that might ultimately turn into action. Regardless of what you’re selling, maintaining a blog for your web site is a cost-effective way to verify that your business is an authority in the space
2 . Contribute visitor posts to other websites.
Visitor posts have the potential in order to expand your online visibility. Not only can it better establish a person as an authority within your market, contributing guest posts provides you with more domain authority for your ecommerce site — top search engines to believe your site is more reliable and worth rating higher.
You can accomplish this simply by identifying sites with keywords relevant to your products and contacting the people behind them. Sometimes, you won’t even need to create a posting of your own. You might be able to just expand upon one of the site’s current posts along with relevant context or an infographic that links back to your site.
3. Try referral marketing programs.
Referral advertising combines two of the most powerful underlying assets to any e-commerce marketing strategy — word of mouth and incentives. A solid ecommerce recommendation program allows customers to relay your messaging in order to prospects who trust their particular judgment.
Research indicates that word of mouth is directly responsible for 19% of all purchases and influences as much as 90% of them. So a significant part of your ecommerce marketing strategy has to be supply that trend. Referral marketing and advertising is one way to do that.
By providing some sort of incentive — just like a discount or small gift — to your customers in exchange for their referral of new leads, you’re putting yourself in a position to retain current customers while expanding your base.
This an example of a referral system from Stitchfix.
For more information on referral marketing, check out this informative article.
4. Leverage social media.
A well-maintained social media presence is definitely an invaluable component to a successful e-commerce marketing strategy. That being said, ecommerce advertising over social media might not look like marketing for a conventional business, brand, contractor, or author. And not every social media platform is optimal for ecommerce.
Ecommerce is an inherently visible medium. Very few consumers are willing to buy a product based solely on text. The success of your own social media efforts often hinges your use of imagery to capture attention and create traffic to your product pages. That makes Instagram one of the much better platforms to complement your ecommerce marketing strategy.
If possible, you should consider integrating shoppable content — interactive content that allows your visitors to buy immediately — into your e-commerce marketing strategy. That can mean anything at all from strategically placing screen ads within a social feed to adding additional tags that take users straight to a shopping cart.
5. Drive user-generated content.
Driving user-generated content is the practice of finding and fostering ways for the customers to promote your business. They have an excellent way to facilitate word of mouth for your company. It drives traffic to your ecommerce web site while building an authentic following of interested customers.
User-generated content can come in many forms. One of the most effective ways to motivate it is through competitions — offering prizes to customers that promote your product in certain form. You could also use promotional hashtags on social media or even maintain review platforms where customers can share comments about your product.
One method or another, getting your customers to positively promote your product on their own supplies a new degree of trustworthiness plus a relatively inexpensive source of potential traffic to your site.
For instance, Starbucks launched its #WhiteCupContest strategy in 2014. Customers were encouraged to draw no matter what they felt like on the chain’s white cups. The winners’ designs would be used since limited edition templates for Starbucks’ cup design. In just three weeks, the company received over 4, 000 submissions — generating plenty of buzz and free promotion.
If your company has any sort of ecommerce presence, you stand to gain a great deal by exploring and employing different ecommerce marketing strategies. Many of the available options can be as cost-effective as they are valuable.
Regardless of how you choose to structure your ecommerce marketing plan, make sure it’s dynamic, multifaceted, and well-maintained. Putting one of these plans within motion will take some effort, but if done correctly, that effort will pay off in spades.
Editor’s note: This post was originally published within April 2020 and has already been updated for comprehensiveness.