While laying the groundwork for your eCommerce future, go through the following types of marketing to ensure that your methods and strategy are well thought out and will stand the test of time.
Content marketing is publishing relevant content consistently that the audience wants to consume. It is one of the most valuable eCommerce marketing strategies as it helps you boost relevant traffic to your website. The concept is often misunderstood as people think that blogging and video marketing are not really required to generate transactions on an eCommerce marketplace.
Also Read: Essential of Content Marketing for eCommerce Marketplace
However, content marketing goes beyond its conventional meaning and includes optimizing product page copies, writing guest posts for external websites, including keyword-driven content on the website, writing relevant blog posts, and posting product-related videos on YouTube. Let’s see some popular ways of how eCommerce businesses can leverage content marketing to improve their online presence and convert qualified traffic.
A blog can be used to share stories of your business, notify potential customers about your latest products, and answer the queries of your customers. This is a powerful eCommerce strategy that can help you build appeal. It additionally helps you dominate search by ranking for an entire keyword vertical with several pieces of hyper-targeted long-form content.
One of the great examples of content marketing using the blog is Au Lit Fine Linens. With a mission to ensure a good night’s sleep and improve the quality of life of people across the world, the company manufactures and sells the world’s finest linens.
In coalition with that, the company runs a blog that includes helpful articles telling their consumers about great tips and tactics for improving their sleep quality.
This approach is especially effective as it often shows real people actually using your products. This acts as social proof in the form of reviews and ratings from your customer base which is an important trust signal. It simultaneously works as word-of-mouth marketing as people are more likely to believe what actual customers have to say.
Customers’ feedback on product quality, delivery times, returns, refunds, etc. can add to the authenticity of your website and products. There are a number of ways to produce UGC:
- Create a contest that involves customers submitting content (videos, photos, etc.)
- Create a social media hashtag around your brand or specific products and then encourage customers to use that hashtag.
- Encourage people to leave reviews after a purchase is made.
Here is an example from Glossier. Instead of plowing its marketing budget into ads, Glossier focuses on user reviews. At every turn, Glossier is encouraging its customers to share their feedback with the brand online.
How-to Videos and Buying Guides
A common problem that comes around people when shopping online is that they cannot ask real-time questions about the product, features, and usage. Creating buying guides is an incredible content marketing strategy to solve that problem to a great extent. Guides in the form of videos are even more engaging than text which allows customers to learn more about the product.
Make sure you use these guides as a place to educate customers and not a place to sell. Guides should be used to show your audience that you care about educating them and helping them make the best decisions. A brand that is utilizing this strategy to improve sales is Wayfair.
The ideas they offer for designing every room in the house which includes home decor products from their website is a great idea to educate customers while also marketing their products. This helps them connect better with the audience as they answer their questions even when they are not asking, making it easier for them to purchase.
Also Read: Strategy to Use Product Videos for eCommerce Marketing
Every industry has its own terms, jargon, and acronyms. If your products involve terms that are not familiar to people, creating a glossary can be an effective form of eCommerce content marketing. People will get to know your product category better this way, so they can shop with confidence.
It is also an effective strategy to attract visitors who are searching for a specific term. Your website will rank better for related searches and start showing to more people looking for the same things.
GEICO includes a glossary of insurance terms on its website, to help site visitors understand all the industry terms, which can be confusing to many.
Search Engine Marketing
Search Engine Marketing is nothing new, but the eCommerce landscape has become so competitive over the years that it is vital for online retailers to adopt a strategic approach to marketing. This marketing strategy promotes a website’s visibility on a search engine’s result page. For eCommerce businesses, this is an important method of attracting new visitors and valuable clicks to the website.
This approach involves the use of paid search campaigns to display the website’s offerings, usually above organic results. Relying on organic search results without working for that top-paid spot on search engines means losing out on major traffic volumes and conversions. As a matter of fact, these paid clicks have become so popular, that they have started to outpace organic search results.
Web Push Marketing
Web push marketing is an advertising strategy that implies sending short notifications to the target audience in a browser or mobile app. It includes sending both promotional and transactional messages via this channel and its goals include advertising the products, notifying customers about the order status, communicating updates, and much more.
Implementing web push marketing allows to do better outreach, get higher engagement, and collect useful statistics regarding open rate and CTR to improve marketing strategies. Another advantage of web push marketing is its affordable price.
Email marketing is one of the most useful tools today, especially for eCommerce businesses since it lets you connect with customers in a personalized way at a much lesser cost. It is a marketing channel that enables businesses to send marketing messages to current and prospective customers.
Without an efficient email marketing strategy, it becomes impossible to build the meaningful relationships you need to grow with your customers. It allows for developing brand awareness, building credibility, and establishing trustworthy relationships with the customer. The strategies you use can be simple, like sending a weekly email blast with featured products, or complicated like multiple automated email series for cart abandonment, customer re-engagement, and exclusive membership deals.
The ultimate goal, either way, is to increase customer engagement and drive conversions. However, if not done properly, can lead a user to opt out of emails and even seek a competitor. Email marketing is about sending the right email campaigns at the right time to keep them engaged.
Want to Write Emails for Your eCommerce Business That ConvertRead Here
Below we have compiled a list of different types of email campaigns eCommerce businesses can use in chronological order to gain maximum benefits.
- Welcome emails
- Engagement emails
- Referral emails
- Discount emails
- Flash sale campaigns
- Cart abandonment emails
- Order confirmation emails
- Upsell emails
- Win back emails
- Survey emails
- Thank you emails
Social approval matters, and that’s why getting approval from an influencer on a social medial channel is one of the best ways to build brand awareness and drive profits. In fact, 49% of users say they rely on recommendations from influencers on Twitter to make purchase decisions.
The influencer marketing approach has earned its place as a key marketing channel for eCommerce brands due to its impressive ROI, high engagement rates, and strategic targeting of online audiences. If done right, influencer marketing can launch eCommerce brands into success, and working with the correct influencer to promote your products can bring an audience of highly engaged fans to your brand.
Lately, it has been noticed that influencers with a big number of followers do not necessarily have an authentic and engaged audience. Influencers with smaller audiences tend to have a more engaged and focused audience, and this is what brands want.
No eCommerce business wants to pay big bucks to an influencer and get no clicks or sales, which is why it is important to identify the type of influencer you want to reach out to.
- Nano Influencers - 1k-10k
- Micro Influencers - 10k-50k
- Macro Influencers - 100k-500K
- Celebrity Influencers - 5M-10M
Another relatively untapped digital marketing channel at your disposal is affiliate marketing. This is the practice of using other brands, businesses, or bloggers to promote your products on their sites. This increasingly popular tactic being used to drive additional sales and generate online revenue is beneficial to both brands and their affiliate marketers.
This has led more and more businesses to leverage the power of affiliate marketing, and around 81% of businesses have joined affiliate programs. The concept can be worked in a number of ways where businesses provide affiliate partners with a unique trackable code to be shared with customers.
Every time the code is used to make a purchase, the affiliate partner is rewarded with an amount decided beforehand. Three common commission structures for affiliate programs are:
- Purchase-Based Commission Structures:Affiliate gets paid when a customer uses their code to make a purchase on the merchant’s website.
- Traffic-Based Commission Structures:Affiliate gets paid on the basis of the number of people they refer to the company’s website, regardless of whether those visitors make a purchase or perform any other action.
- Customer Acquisition-Based Commission Structures:Affiliate gets paid when their promotion helps the business close a new deal or bring in a new customer.