Everything You Need to Know About Ecommerce Marketing — SwiftERM

Content Marketing

Optimize your product page copy.

Write relevant blog posts.

Create guest posts for external websites.

Put product-related videos on YouTube.

Include a keyword-driven FAQ section on your website.

Search Engine Marketing

Email Marketing

1. Post-Purchase Follow Up

2. The Abandoned Shopping Cart

Influencer Marketing

Affiliate Marketing

Local Marketing

Ecommerce Marketing Tips

  1. Use personalisation.
  2. Capitalise on user-generated content (UGC).
  3. Build a loyalty program.
  4. Invest in live chat.
  5. Cater to the shopping cart.
  6. Implement a responsive website design.
  7. There are countless ecommerce marketing tactics that you can employ to drive visitors to your online store beyond the traditional methods that we reviewed above.
  • 1. Use personalisation.
  1. Companies that use personalisation are seeing revenue increases ranging from 6–10%. What is this magic bullet?
  2. Personalisation is finding ways to cater to individuals within the marketing materials that you already have; it is tailoring your outputs to reflect the unique needs of your consumer.
  3. This can come in the form of a prospect’s name in the subject line of an email, recommended content or products based on a visitor’s behavior, or even showing smart content on a webpage when a user visits for a second time or has moved along their buyer’s journey.
  4. Personalisation can move people along their buyer’s journey faster — instead of searching for what they need, you put it right in front of them, making it easy for them to take your desired action, that is, make a purchase. Remember SwiftERM is an additional email software system that uses predictive analytics to identify imminent purchases for each individual consumer, nothing is more personalised than that.
  • 2. Capitalise on user-generated content (UGC).
  1. What if you could have your customers market for you for free? That’s exactly what user-generated content, or UGC, is. It’s about finding ways for your customers to promote and share your business.
  2. This helps in a couple ways: 1) It drives traffic to your ecommerce store, and 2) it builds an authentic following of people who are interested in what you offer.
  3. Coca-Cola® did an amazing job of this with their “Share a Coke” campaign by creating customized Coke® bottles with people’s names, which naturally was shared across social media platforms.
  4. Here are some effective ways to drive UGC:
  • Competitions, where customers enter to win by displaying your product in some way
  • Review platforms, where customers share feedback about your product
  • Social media hashtags, where users submit content using a branded hashtag
  • 3. Build a loyalty program.
  1. A loyal customer is a long-term customer, and who doesn’t want repeat business? A loyalty program provides an incentive for a customer to continue doing business with you through relevant offers and discounts. While building a customer loyalty program takes some planning and work, it pays off in repeat business, UGC, referrals, and retention.
  2. There are a couple of things to consider as an ecommerce business when building out a loyalty program. For one, consider diversifying the ways in which customers can show loyalty, whether it be through repeat purchases, mentions on social media, or sharing your content. Also, think about how you will pay off their loyalty, be it through points, discount codes, or exclusive perks.
  • Generate Word-of-Mouth Marketing (WOMM)
  1. Word-of-mouth marketing is one of the most powerful marketing tools out here. It’s based on the premise that people want advice from others like them. As buyers becoming more skeptical of marketing tactics from companies, the need for word-of-mouth marketing in your business becomes more apparent.
  2. While you can make this to happen organically by providing a great customer experience, you can also encourage, and even create, forms of WOMM that are equally as effective.
  • Reviews
  1. Remember how I just said that prospects trust companies less and less? Well, customer reviews help mitigate that mistrust because they come from people who are not invested in the success of your company — instead, they’re an authentic and oftentimes brutally honest review of your product and how it worked out for them.
  2. Reviews serve as marketing tools for you because they include mentions of your product and oftentimes they do the selling for you … people think, “If it worked for them, it might work for me, too.” Encourage your customers to leave reviews however you can, and that post-purchase email we talked about above might be a good start.
  • Referral Marketing
  1. When customers solicit their friends, family members, and co-workers to buy from you, that is a referral. Sure, this may happen naturally if they really enjoy your product, but you can ensure that it happens more frequently through a referral program.
  2. Simply ask your customers to refer others in exchange for something of value (e.g. discount, money, free gift) that you can offer to either your new customer, your existing customer, or both. Dropbox does a good job of this — they offer additional cloud storage space when you refer a friend to sign up.
  • Testimonials
  1. You can use customer testimonials to get the word out about how great your product is. Testimonials are essentially tailored reviews because you typically produce them from interviews where you can ask specific questions that get to the points you want to address and share with prospects.
  2. Being that you have an ecommerce store, some topics you might want to focus on for your testimonial interviews would be ease of the buying process, the level of customer support, and frictionless delivery and setup methods.
  • Case Studies
  1. Case studies allow you to promote customers’ successes in a way that pushes prospects over the edge. They are meant to relate to your buyer persona, so you should interview customers that most closely represent your target audience. Case study best practice is to show a customer’s life before your product and how it has drastically improved since.
  • 4. Invest in live chat.
  1. Chatbots — you’ve heard about them, right? Well, they’re one of two ways to employ a live chat strategy. Depending on your business size, you can have a live person available to chat with potential customers who visit your store.
  2. Whether you decide to go the bot or human route, live chat will prove especially effective while people are browsing your store so they can get answers right away and when they’re in the checkout process to mitigate any objections just before buying.
  • 5. Cater to the shopping cart.
  1. We discussed the reasons why people abandon their shopping cart above, and a lot of it has to do with trust in your business, in the product, or in the delivery system. You want to give customers every reason to want to buy from you without hesitation by confronting their objections head on.
  2. Some ways to mitigate shopping cart abandonment are:
  • Money-back guarantees
  • A clear and simple return policy
  • Superior delivery options
  • Immediate access to customer support
  1. If you’re using WooCommerce to run your online shop, take a look at HubSpot for WooCommerce to add abandoned cart sequences into your marketing program.
  • 6. Implement a responsive website design.
  1. No matter which aspect of your ecommerce strategy you’re working on, it should include a responsive design. Your ecommerce marketing tactics will be viewable and easily maneuverable via any device (e.g. laptop, smartphone, iPad or tablet).
  2. Meaning, in a world where people are always on-the-go and visiting websites and viewing ecommerce marketing materials via a variety of devices from an array of locations, your content will be easy to read and simple to navigate for all users. (Check out this post for some examples of successful responsive web design.)
  • Ecommerce Marketing Strategy
  1. Now that you know the ins and outs of ecommerce marketing, let’s put it all together and review some tips for building a successful marketing plan for your online store.
  • Set goals based on industry benchmarks.
  1. Depending on your industry, location, business size, and a multitude of other factors, there are some standards you can use to measure your goals against — those standards are industry benchmarks.
  2. Consider goals like website visits, click-through rates, conversion rates, and customer acquisition cost and compare those to other ecommerce business in your field.
  • Break down your strategy into small tactics.
  1. When building out a marketing plan for your online store, there are several paths you could follow — we listed many of them above. It can be tempting to chase after every single one, but that’s a sure way to not be effective at any of them.
  2. We recommend that you focus on a couple key strategies first that you believe will have the most ROI — and are the most accessible to you — and create action items for each.
  3. For example, say you decided that you wanted to focus on a paid strategy to drive users to your store. A few of your action items would be: set up a Google Ads account, determine your ad spend, create an ad group based on your target keywords, and monitor your account daily.
  4. This may sound oversimplified — that’s because it should be. You don’t want to get lost in chasing the next “great ecommerce strategy” without executing on one thoroughly and allowing it to work for you.
  • Delight your new and long-term customers.
  1. Marketing doesn’t stop after a sale is made. Once someone becomes your customer, you should continue to engage, nurture, and delight them.
  2. This way, you’ll support your customers’ long-term success which, in turn, will boost loyalty. It’ll also make your customers want to share their positive experiences with your leads and target audience members through cause studies, reviews, testimonials, and word-of-mouth.
  • Ready, Set, Sell
  1. Ecommerce businesses have several marketing tools at their disposal. Using digital and inbound marketing just the right way, you can create campaigns that are designed to help your online store attract customers and grow better.
  • We hope you enjoyed this article, intended to help improve our client’s profitability. It reflects the care SwiftERM offer. If you haven’t already done so, then please enjoy a FREE month’s trial and let us know what you think. Register
  1. Further articles of interest:

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David Swift

David Swift

Founder & CEO of SwiftERM the personalization SaaS. Microsoft partners.