Top e-commerce marketing tips to drive online sales

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Top e-commerce marketing tips to drive online sales

Finding the right e-commerce strategy can be a tough journey; one size certainly does not fit all, and what might work excellently for other businesses, may not run as smoothly for you. Within this guide, we are going to be shedding light on tried and tested e-commerce marketing tips which companies from all over the globe use to reach new heights.

Maybe you’ve found yourself in a digital marketing rut, or perhaps, you feel as though your online business isn’t converting as much as it should. No matter what your reasonings are, take a look at the following top e-commerce marketing tips to help drive online sales.

1. Start with a content marketing strategy

Every great campaign starts with a well-thought-through strategy. When it comes to e-commerce, it’s best to focus on a content marketing strategy, as creative assets will provide the best traction possible for your business.

No matter what type of content you wish to push out, it’s wise to have a plan in place so that you know exactly why you’re creating it and when you’re pushing it. This strategy can be edited as the months go by, but before you begin anything, be sure to have a pretty solid plan in place. You can use tools like Trello or Airtable to put this in action – some templates can be found here.

Click here to learn more about developing content strategies.

2. Always create original content

Of course, a content marketing strategy won’t be great if it’s full of unoriginal content. Content that converts is content which is original. Potential customers won’t fall for any old piece of recycled content; they’re going to be looking for something which entices them and makes them want to take action. With this in mind, try to think outside of the box when it comes to creating content. This could include creating assets like:

🖼️ Infographics
📰 Newsletters
🆓 Free resources/eBooks/guides
🎙️ Podcasts, etc.

The higher the quality of content you have, the more likely it will get shared around. This will not only help to raise your brand’s awareness, but it will also prove very valuable when it comes to a link building campaign. If you’d like further instruction with this, our link building services may be of benefit.

3. …And have time for long pieces of content

You’ve probably noticed by now that content plays an extremely valuable part in all e-commerce marketing strategies. We’ll stop going on about it in a second, but first, let us explain the importance of long-form content. When it comes to this type of content, research pieces are usually the best way to go. Find a relevant topic which will appeal to others in your industry and carry out valuable research surrounding this. Long pieces of content will not only enhance the average time spent on a page, but it will also help to raise your businesses authority as you become industry leaders. Take a couple of examples which we recently did:

🔗 34 link builders talk about the best link building tactics in 2019
🙋🏻 I spoke to 20+ female marketers about gender bias and this is what I learnt
💼 How we became digital marketers [survey]

As you can see, these articles are longer than your average blog post, yet provide extremely valuable information which other people in the industry will find useful. If you need some inspiration for topics to write about, try using Buzzsumo or Hubspot’s Blog Ideas Generator.

4. Personalise your email marketing campaign

Email marketing campaigns are still a very important part of any e-commerce strategy. They provide you with the chance to treat loyal customers to special news, as well as entice potential prospects with offers they can’t refuse.

Anyway, no matter what the reason is for your email marketing campaign, be sure to keep it personalised. Even if it’s by using a simple piece of software which adds the customer’s name to the subject line; it’ll make the world of difference. Customer’s like authenticity; they like to feel special. If it’s clear that you’ve sent an email to every single person on your contact list, then the chances of converting will plummet. Customer relationships here are key.

5. Benefit from loyalty programs

It has been found that acquiring a new customer can be between five to twenty-five times more expensive than retaining an existing one. With this in mind, it’s worth coming up with exciting strategies which will help to lock in your existing customers and keep them coming back for more. But, what is the best way to get this ball rolling? Let us introduce you to customer loyalty programs.

The main idea behind a customer loyalty program is to ‘reward’ your customers with an offer which will encourage them to make another purchase. This could be in the form of a free gift with a certain purchase, a voucher or special discount; to name a few. More than 80% of customers say that loyalty programs make them more likely to continue doing business with a brand, so as long as what you’re offering is profitable, you’ll be sure to boost sales.

6. …Or boast about your excellent delivery options

We all feel more inclined to make an online purchase when we know the delivery won’t take weeks. If you have an epic delivery service and can guarantee a quick turnaround, then make this clear on your website. You could even link this up with your loyalty program, offering customers free next day delivery if they spend a certain amount.

As you can see above, Boots have something for everyone.

7. Split test like crazy

You should always be looking for ways to improve your e-commerce site, but if you’re reading this article, then you knew that already. One of the best ways to understand your user’s journey is through split testing various aspects of your website.

Take your shopping cart, for example. By using A/B tests, you will be able to grasp an understanding of the pain points which your customer encounters when failing to make a purchase. From here, you can tweak onsite elements to support their journey through the whole checkout process, ensuring that they hit the all-important ‘complete payment’ button. Our conversion rate optimisation experts will be able to help you out through this process if you need pointing in the right direction. There are many mistakes to avoid when testing your ads, so it’s always beneficial to seek help from an expert.

8. Mobile optimisation is key

A whopping 79% of mobile users have made an online purchase using their mobile device within the last six months. These figures alone should be enough to convince you that not having a fully mobile-optimised website is a big mistake.

The harsh truth is, very few users will take the time and effort to switch to desktop when they realise a website isn’t optimised on their mobile. They are far more likely to search for the products on a competitors website instead.

Mobile optimisation is not only important for user experience, but it is also extremely important for e-commerce SEO, too. In recent years, Google made mobile optimisation an SEO ranking factor, meaning you could lose out on some seriously strong rankings if you aren’t compatible with mobile devices.

9. Try out video marketing

Renderforest conducted a study which found that 80% of global internet consumption will be video content this year. There’s no denying that we’re getting far lazier with our browsing journeys, and when there’s the choice to sit back and watch a video rather than read a giant article, the decision is usually a no-brainer.

Now that video marketing is becoming a very effective strategy, e-commerce businesses may fall behind without utilising it. Although video marketing takes a lot of time and effort to execute effectively, it will all be worth it once you realise just how much personality you can give your brand through it. Enticing video ideas include:

🎥 How-to lessons (showing your industry knowledge)
🎥 Industry round-ups
🎥 Product reviews (influencer marketing can help you here)
🎥 Product promotions (these can increase chances of a purchase by 85%!)

If you want some more video inspiration, head on over to our YouTube channel. We’ve recently started a ‘how-to’ series which may be of interest:

10. Jazz up your FAQ page

If your customers have a query regarding your services or products, they’ll usually check to see if you have a FAQ page before getting in touch with customer services. So, firstly, ensure that you have a FAQ page which answers the questions which your customer service team are secretly sick of answering.

Secondly, once you’ve got a FAQ page, focus on the writing style you’re using. Your FAQ page may be the first interaction you have with a customer, so think carefully about how you want to portray your brand. Will you go for an informal friendly approach or formal business approach? Whatever you decide, ensure that your tone of voice stays consistent throughout the whole website.

11. Drill down on your Pay Per Click campaign

Many e-commerce websites are using paid search to their advantage. Pay per click marketing gives you the opportunity to put particular products and promotions right at the top of search results, increasing the chances of instant conversions. With the help from a PPC agency, you can run a cost-efficient campaign which improves on a daily basis.

Don’t forget that Google Shopping exists too; this platform is perfect for listing particular products and driving direct sales.

12. …And retarget those sneaky getaways

It’s all well and good having users lingering on your website, but how many of them actually make a purchase? As much as 90% of users will divert off your website, never to be seen again. However, if they’re given a subtle reminder of their actions, they’re far more likely to buy from you.

Retargeting campaigns allow you to get back into the eyes of previous visitors, gently encouraging them to pick up where they left off. We’re big fans of AdRoll; a platform which cleverly retargets users on a variety of different platforms, allowing your brand name to stay at the forefront of their minds.

13. Don’t shy away from rating platforms

As mentioned earlier, building a trustworthy brand is an important aspect of any e-commerce strategy. The more trusted you are, the more likely you will gain both new and repeat customers.

An incredibly effective way to build trust is to link your e-commerce website up with a rating platform like Feefo or Trustpilot. These rating platforms will keep all of your reviews in one place and you’ll even be able to display a badge on your website to promote this.

The great thing about these platforms is that you don’t have to leave reviews to chance; the platforms will send an email out to your customers once they’ve made a purchase. Of course, not everyone will respond to the rating requests, but as you make more sales, you’ll naturally generate more reviews.

14. Never stop monitoring

We’re ending this guide full of the best e-commerce marketing tips with something which should be carried out no matter what you do. Monitoring.

Take it from an SEO agency – a campaign is nothing without frequent monitoring.

In order to establish what methods are working for you and what methods might need tweaking, you’ll need to monitor progress over a set period of time. By using tools like Google Analytics, you’ll be able to get a clear overview as to whether metrics like traffic and average session duration are on the increase. And, what’s even better, is that you can add e-commerce metrics to keep on track of conversion rates and revenue.

It’s time to watch results skyrocket

With these tips in mind, you should be well on your way to having a far more streamlined and effective e-commerce marketing campaign. Let us know how you get on, and of course, we’re always here to give you an extra helping hand. After all, we do this for a living!