Marketing Column Boosting your E
-commerce marketing involves promoting a business’ products or services online with the aim to convert visitors into customers. Whilst traditional marketing techniques aim to drive brand awareness and attract attention, this marketing niche tends to support the initial customer interactions. This unique branch of marketing offers numerous benefits to businesses, including:
Quality lead generation Effective marketing allows you to target your promotions to specific audiences to optimise your return on investment (ROI). Knowing your customers’ behaviours, motivations, and pain points are key for a successful business. With clear call- to-actions (CTAs) and valuable content that is specifically tailored for your target audience, you will see more sales for your business in no time!
Improved customer experience Providing a great customer experience is key to building trust amongst your target audience, which is essential if you want to keep them engaged in the long-term. Through consistent and insightful content at every touchpoint, you can stay connected to loyal customers and increase the flow of returning visitors to your website.
Maintain a customer database When making a purchase or subscription, customers tend to provide their name as well as their contact details and address. This will help with remarketing to attract leads who visited your website but haven’t yet made a purchase, or even those who abandoned their shopping cart as a reminder. Collecting a customer’s data and analysing the insights is one of the best ways to offer an exceptional customer experience as you can tailor your content to the individual and boost your lead generation.
| 64 | February 2024 e-commerce visability If you’re looking to boost your e-commerce sales, then investing in some form of marketing is a must.
build an email marketing list. This is essential when it comes to implementing remarketing strategies as it allows you to target people who have already visited or purchased from your website. With their email addresses, you can offer them discounts, announce new launches, and send them targeted promotions directly. It’s a great way to communicate with your existing customers and keep them engaged with your brand. After all, with 89% of marketers using email marketing as their primary channel for lead generation, this is not something that you want to be missing out on.
Increased brand awareness Approximately 87% of people start their buyer journey online, so it’s crucial to make your first impression count. Furthermore, with e-commerce marketing, you can reach significantly more people compared to physical shops as you’re not restricted by geographical location. This also helps to save on business costs.
Your website matters
If you operate an e-commerce business, you may be tempted to sell your products through a marketplace rather than your own website. Whilst marketplaces can provide you with a great reach, there are certainly some limitations to this approach. We believe that any business who is looking for longevity should have their own website. When you sell on a marketplace, such as Etsy or Amazon, their own branding is at the forefront, meaning it’s impossible to strengthen your brand awareness and recognition. When you run your own website, however, you are in full control; including how it looks, the content, and branding.
Build an email list
In addition to greater brand awareness, having your own website also allows you to
Strong customer reviews Since you sell your products online with e-commerce, customers can’t see your products in person meaning you need to build trust another way. One of the most effective ways to do this is through sharing customer reviews and testimonials. If you don’t have any yet, why not reach out to some of your loyal customers on your email list?
Effective CTAs
Shopping cart abandonment is a frustrating reality for many e-commerce business owners. This being said, you can give your customers a little nudge in the right direction through remarketing or sending an email reminder. If this doesn’t work, then you can attempt exit CTAs. These appear just before a customer leaves your website for an extra chance at lead generation. Utilise Search Engine Marketing (SEM) SEM encompasses both search engine optimisation (SEO) and pay-per-click (PPC). SEO involves optimising your website to meet Google’s algorithm to rank higher on the results page. Meanwhile, PPC utilises display ads to improve brand awareness or search campaigns to target those who are searching for relevant keywords associated with your brand.
• Find out more about VeriBerri’s full-service marketing agency on 01376 386850
www.printwearandpromotion.co.uk
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