Companies operating in the e-commerce industry have to deal with high competition. It is therefore necessary to know how to reach your target group and stand out on the market. Therefore, the marketing strategies you use should focus on attracting new people who will visit your store, and then on retaining them as long as possible.
There are many marketing strategies that apply to e-commerce. In this article we will look at three of them.
1. Content Marketing
Content marketing is loosely defined as promoting brand awareness by producing and distributing all high-quality content (blogs, videos, infographics, etc.) that will be useful to your customers. It is a long-term strategy based on building strong relationships with clients by regularly providing them with valuable content that meets their needs. Many online marketers mainly focus on having the best product descriptions. They are of course extremely important, but in the current world of internet marketing you need to go even further. Fortunately, there are many ways you can provide valuable content to your customers. One of the most popular is running a blog. Most e-commerce platforms have features that allow you to quickly integrate your blog. Of course, its assumption is not everything. It is necessary to prepare valuable content for it. So what to write about it?
Ask sample questions like:
– What problems does my product
solve?
– What questions do customers often
ask me?
– What topic related to my products
may be interesting for customers?
Write down all your ideas.
Once you have a list of ideas for your blog, it’s time to implement them! Of course, creating them takes time. Some salespeople even do this themselves, using their in-depth knowledge of the industry they operate in. Others, in turn, outsource this task to copywriters. Regardless of what approach you take, you should always remember to keep high quality texts. It is not enough that the article will be simply long – it is necessary to include such information that will actually help readers.
Publish your articles on the blog and share them on social media. Then, customers can really do the rest. If the article is really great, your customers will start to popularize it themselves, sharing it through social media. Regular blog entries can also help you in SEO. This is because Google rewards sites that contain useful and regularly published content.
2. Marketing by command
One of the most effective (though underrated) marketing strategies in e-commerce is reference marketing. The reason is simple – we are all social creatures and we want to share our experiences with family and friends. This is very favorable behavior – we help each other (here in the context of buying) to avoid bad quality products and recommend proven ones.
It also means that regardless of whether you like it or not, people will share their opinions about you. How can you use it to your advantage? This is where marketing by command comes into play.
Recommendation marketing occurs when you consciously influence the process of how customers share information about you. This can be done by using a loyalty program, where customers benefit from the recommendations of your products.
You can create your own referral program from scratch, although there are also specially tailored applications.
No matter which solution you choose, there are two factors you should keep in mind
First of all, only incentives. This is the main reason why customers will share information about you. In the end, the recommendation program will give referrals something in return. The reward itself will depend on what you sell. If you sell something that people often need, give a discount coupon for your next shopping trip. However, if you sell a product that most people buy rarely, but then spend a lot of money (e.g. a desktop computer), offer a cash prize or voucher.
Secondly, you should actively mention your program. Promote him as much as you can. Treat it as a product that you introduce to the market. Share it on social networks and send it to your email list. Invite all your existing clients to join him.
3. Email marketing
You can run your newsletter in a number of ways. To reach your audience as effectively as possible, provide them with useful content. Make emails as personal as possible. Open yourself to what your store is doing and mention any events you have participated in. Notify of course about products and promotions.
To get the most benefit, use analytical tools. One of them is Google Analytics. This free solution will help you analyze the effectiveness of your email campaigns.
There are also more advanced (usually paid) tools, thanks to which you can also track the behavior of people who visited the target page after clicking the link in the email received. You’ll get even more data on what elements you can optimize.
Summary
You don’t have to completely rebuild your store to increase conversions and gain new customers. There is also no need to implement them all at once. Choose one strategy, but apply it as best you can. The results will definitely appear over time.
