When it comes to marketing your eCommerce business there are multiple ways you can market and remarket your business, that more traditional offline commerce businesses don’t have the luxury of. With New Zealand eCommerce spending now experiencing a high, it’s important that you are putting marketing strategies into place to attract your ideal customers.
As well as organic forms of marketing, such as SEO and organic social media, there are other tactics that can be used to capture or recapture your target audience. By diversifying your marketing streams, you are able to reach a much wider and more detailed audience. With new audience targeting features for paid advertising and various ways to utilise social media, marketing your eCommerce business has never been easier.
Integrating with social media
There are many different ways to cross-promote across all of your social media accounts. Using scheduling tools such as Buffer or Hootsuite, you’ll be able to schedule your posts in advance, freeing up more time for you to focus on your business.
However these social channels also have features to help you sell your products straight to your social following. Instagram and Facebook in particular, are great tools for helping you sell more to a bigger audience.
Facebook allows you to create a shop through your page, this can either be manual or be integrated with eCommerce platforms such as Shopify or BigCommerce. This automation will pull your products through to your Facebook store automatically, so you don’t have to worry about updating two different stores.
Once you’ve set up your Facebook store, you will then be able to use Instagram’s shopping feature. This allows you to link a product to your Instagram post, which users can then click and purchase straight from their feed.
Retargeting your website visitors with advertising
Most, if not all, paid advertising platforms now have the ability to use pixels in order to track website visitors. Installing one of these pixels on your eCommerce site will help to capture the data from your website users. This can include what pages they have landed on or visited, what products they have added to their cart and whether they have abandoned their cart or converted.
Users that have visited your website once are a perfect target audience for paid advertising, as they are already aware of your brand and further down the sales funnel. By retargeting these users, you are dramatically increasing your chances of making a valuable sale.
Reduce your abandoned cart rates
Using the retargeting technique above, you can also help your eCommerce businesses turn abandoned carts into sales. Serving product specific ads or emails to those that have abandoned their cart, will help to remind them of your products and influence their purchase decision further.
Email marketing for eCommerce
Building your email list is one of the most valuable ways to build a loyal customer base. Building your social media following holds value, but should anything happen to that platform, you will lose access to that audience.
Using email marketing gives you a direct line to your customers and allows you to approach them on a more 1-2-1 basis. In these emails, you can again remarket products to users who have already shown interest, showcase new or on offer products to your customers and even encourage other interactions such as reviewing your eCommerce website.
Approach your website from a customer experience
Your website is the most important part of your business, without it, you wouldn’t be able to sell your products to your customers. With this in mind, it’s important to understand how your customers interact with your website and how easy it is for them to use.
Slow websites or hard to navigate sites will result in users getting frustrated or bored and going elsewhere to buy their products. To prevent this, you need to make sure you are monitoring how people are using your site, how long they are staying on your site, whether they are finding it hard to move around your site or make a purchase. All of these findings will help you to better understand the user journey and prevent you from losing customers.
Create a content marketing strategy
Content marketing is a great way to connect and offer more value to your customers. It can also help you get noticed in your industry and drive traffic to your website.
Things like on-site blogs can also help you with your SEO. Figure out what questions people are asking around your industry or products and seek to answer them on your blog. This means that next time a potential customer searches for the answer to that specific question, your blog will appear in their search results.
Content marketing can also be a great way to demonstrate your level of knowledge around a subject. Many eCommerce sites will have blogs that highlight certain products and how to use them. One brand in particular that uses content marketing effectively are menswear brand Mr Porter.
Mr Porter have effectively created a YouTube channel that not only markets their products, but also offers immense value to their customers. They create content that aims to not only sell clothes, but also educate their customers with ‘how to’ videos, behind the scenes videos and interviews with celebrities.
Ensure your brand connects with your audience
Just like how Mr Porter has perfectly identified their target audience and what their interests are, you need to create an in-depth audience profile. This audience profile should tell you:
- What they are interested in
- Their demographics
- How they find your website
- Where they hang out online
- What kind of products they buy most often online
- What kind of work they do
- What their annual income is
All of this information can then be used to help you create content for your content marketing strategies, influence your advertising targeting and how you create and form the branding for your business.
Embrace influencer marketing
Influencer marketing gets a lot of bad press, but it still remains one of the best online marketing tools available, especially for smaller businesses with limited budget.
There are a few ways that your eCommerce business can work with influencers to promote your products:
- Gifting – This is where you gift one of your products to an influencer, for them to share and shout about on their blog or social media.
- Sponsored posts – This means that you pay for the influencer to create content around your products. This is good if you can identify influencers that are already raving about your products.
- Advert – Similar to a sponsored post, only you have full control over how your products are marketed. You can offer a simple ad to go on their blog, podcast or video, this usually means that the influencer has very little control or a close collaborative relationship with you when it comes to the creative of the ad.