Without a carefully crafted (and executed) marketing campaign, you’d be hard-pressed to succeed in your eCommerce venture — chances are, your competitors will swallow you whole.
That is why, if you’d like a fighting chance at dominating your industry, you need reliable eCommerce marketing strategies to take your business to greater heights.
Let’s say you’re into dropshipping and you’re operating on a saturated niche like health and fitness.
If you’d like your audience to choose to buy from your dropshipping store instead of your competitors, you need to advertise your dropshipping store effectively.
You need eCommerce marketing strategies that will resonate with your audience, ones that are powerful and compelling enough to influence them to take action on your offers.
If you’re looking for just that — tips on how to improve your eCommerce marketing strategies — then this guide is for you.
1. Understand Your Buyer’s Persona
Have you ever noticed how differently you convey your ideas when speaking with your friends, compared to when you’re speaking with your grandparents?
For instance, you’re more likely to send funny cat videos to your friend through Facebook messenger, while you’d have to be there in person to show the video to your grandparents.
How you craft and deliver your message effectively to your target audience can work the same way, which makes understanding your buyer’s persona crucial.
When you understand your buyer’s persona, you get better insights and learn the best eCommerce marketing strategies to reach your target customers.
Although there isn’t a single formula to create your buyer’s persona, you can use tools like the Facebook Audience Insights to get an idea of your customers and their pain points.
The tool can help you analyze the habits, interests, and even the activities of your ideal target customers within Facebook.
You can also segment your audiences.
With the Audience Insights tool, you can create your buyer’s persona and understand your target audience better, which can help you identify your ideal type of customers.
That being said, understanding your buyer’s persona can help you create relevant content to sell your products and refine your marketing efforts.
2. Track Your Campaigns
Monitoring which marketing campaigns are giving you the best results and which ones you should consider discontinuing or improving is crucial to improving your strategies.
For example, if you are using your minimalistic logo design in your eCommerce website but failing to use it on your social media campaigns, it can be a lost opportunity to increase your brand awareness.
However, successfully tracking your marketing campaigns requires having reliable data to measure their performance.
While data gathering can be time-consuming and costly at times, it’s an excellent way to assess your marketing campaigns and make better decisions for your eCommerce business.
Here’s how it can work for you.
Supposing your product is a mobile app:
The heavy-lifting aspects of data gathering can be done by mobile attribution and marketing analytics platforms like AppsFlyer.
The platform gives you data on your mobile marketing KPIs, customer lifetime value, user acquisition trend, a breakdown by media source based on daily installs, lifetime loyal users, retention reports, and more.
Essentially, the tool helps you attribute user actions and activities to the right ad networks or marketing campaigns.
Also, the features that this kind of platform offers can help you determine which of your campaigns are giving you the best returns on your ad investments.
3. Streamline Your Content Creation and Delivery
Content marketing is a great strategy to reach your target audiences, build trust with your customers, and support your other marketing campaigns.
However, the process of creating and delivering highly relevant content may require a significant amount of your time, energy, and resources.
Unless you have deep pockets and have a dedicated marketing team, running a successful content marketing campaign can be challenging.
With the right tools and application though, you can find success with content marketing.
With social media marketing and management platforms like Hootsuite, you can schedule your posts, like content that includes a link to your “Hottest Ecommerce Trends” blog on your social accounts.
Hootsuite’s Publisher Features lets you link your social networks to the platform, create your content, and schedule your posts.
You can create your social media posts on the platform, add relevant or trending hashtags and upload files or media (images and videos) to your content.
Once you’re done creating your content, you can select a date and time for the platform to publish your social media post for you.
It’s pretty convenient, right?
Using the platform, you can also monitor your activities, your posts, and mentions on our timeline.
With social media management tools, you can streamline the process of your content creation and manage your social marketing campaigns from a single location.
4. Use Email Automation Tools
When applied properly, email marketing is a game-changer for building relationships with your customers, which ultimately leads to better sales.
In fact, because of how effective email marketing is, there are several tools and apps created primarily for automating your email campaigns.
One such tool is MailChimp.
With this tool, you can create marketing automation and email marketing campaigns easily using templates. You can also create a custom automation email using the tools.
The platform also lets you customize your customers’ order notifications by adding your logo, font, and color schemes to match your brand.
Additionally, the tool has an abandoned cart email automation feature that you can use to remind your potential customers of their pending purchases.
This can help you nurture your leads and build your brand’s value in the eyes of your customers over time.
Moreover, if you are using your Gmail account for your eCommerce business, you can use tools like Pigeon to increase your efficiency in managing your emails.
Here’s a bonus tip: If you have an ecommerce CRM plugged into your online store, you can take this automation to another level.
This can be accomplished by using filter features to determine things like greatest average order value per customer) versus least amount of returns, which would give you the ability to send a flash sale to your most loyal and valuable customers who are also the least likely to make a return on that purchase.
5. Web Design And User Experience
What I’m about to share with you isn’t breaking news at all. However, it’s still worth mentioning considering how eCommerce site owners seem to neglect this principle.
If you have a poorly-designed eCommerce website, your conversion rates will suffer.
…all will take a dip.
This all has to do with user experience.
Because you give your web visitors a poor user experience with your unattractive website, your brand looks a lot less professional, therefore, less trustworthy. This, of course, causes your would-be customers to think twice about taking out their wallets since they’re not even sure if you’re legit.
That is why it is imperative that you don’t take your web design lightly
Are you wondering if your site’s design is good enough?
Check out these points. If you have some (or all) of the points listed below, then you need to do some major overhaul to your website.
- No clear value proposition.
- A background that obscures the main call-to-action.
- Design elements that distract or overwhelm your users.
- Poor-quality photos and/or small product images.
- Unsuitable font sizes or colors.
- On-site search that fails to work as intended.
- Ugly or annoying pop-ups.
The good news is, there are a couple of ways you can address these issues if you find them on your site.
To fix your pop-ups, for example, you can use photo-editing tools to create more enticing ad banners. You can use Canva and Pixlr to that end. Then you can import them into tools like MailMunch and create and track your opt-in forms.
The other issues on your site, such as your poorly-matched font sizes and colors can be addressed as you go through the design options of your eCommerce site’s theme.
If, however, the design problems are beyond your expertise, then you may need the help of an experienced web designer to help you smooth out the wrinkles.
One other factor that has a massive effect on user experience is the ease of navigation. As you can probably imagine (or experienced, even), this bit easily frustrates online shoppers.
What’s the use of having thousands of amazing gadgets, shoes, swimsuits, or cycling gear if your customers have trouble reaching those product pages?
Fortunately, there are eCommerce platforms — such as Shopify, 3dcart, and Wix – that offer a wide range of themes with intuitive menu bars and well-structured product categories.
Every page on your eCommerce store must have a primary objective, and the path to that objective must be clear-cut.
If the goal is to increase your email subscriber list, place several “Subscribe to Us” widgets in multiple pages (where they make sense) and use eye-catching colors and design.
On the other hand, if your main objective is to increase product sales, then it may benefit you to strip away other visual marketing tactics (or call-to-actions) and keep the focus on the products.
The logic behind this is simple: Do not distract your audience so they can avoid analysis paralysis.
Lastly, your eCommerce site must be mobile-optimized.
Consider this: “Roughly 57% of all online traffic comes from mobile devices.”
If that doesn’t convince you to optimize your store for mobile users, nothing will. Without mobile optimization, you’re missing out on a great source of conversions.
That’s because as soon as people see your site isn’t mobile-friendly, they’ll take their business – and their money – elsewhere.
Building your eCommerce marketing campaigns might take some work, and a bit of your energy.
However, by assessing your current marketing strategies and doing a bit of tweaking using these four tips, you’ll be on your way to eCommerce marketing success in no time.
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Marc lives and breathes writing. He writes about marketing, business, sports, cybersecurity, or just about anything and everything under the sun.