eCommerce is tough. It used to be something revolutionary, but these days it’s something that practically everyone is doing. And that means competition. You need to stand out from the crowd through using a range of tactics, but you also need to do it affordably.
This guide is going to introduce you to four marketing strategies that are going to help take your eCommerce efforts to the next level.
Start testing more on Facebook
Facebook advertisements are the number one way of making sure that your brand is successful. To save money on Facebook advertising, you need to test and you need to test regularly. You never can tell whether your ads are going to succeed or not.
Get it right and you can get huge returns. The key to this market is split testing. Also known as A/B testing, you take two ads and change one thing about one of them. Race them off against each other and see which one performs best. Repeat this process and your ads will eventually improve.
One tactic you can implement in your testing is to prequalify leads. This will stop curiosity clicks from driving your spending up without a realistic chance of a return. Display your prices and mention your payment methods in the ad. State that they have to click now to get the best deal.
Then you can start to think about scaling your more successful ads.
Use the right influencers
Influencer marketing is another powerful eCommerce strategy. This has been used to great effect before. About a year ago, MeUndies used a snapchat campaign to buy its products. A member of the marketing team and a star from Nickelodeon participated in a pumpkin-carving contest dressed in sweatsuits from the company.
People talked about this event and it encouraged people to take a look at MeUndies. And that led to a spike in sales.
Understand how powerful word of mouth marketing is. Word of mouth generates twice the number of sales as paid advertising. People don’t trust ads, but they trust their family members and friends. A company that invests in reputation marketing and word of mouth marketing has a far higher chance of success.
Just make sure that you are choosing an influencer relevant to your industry. People can see straight through companies that aren’t genuine in their efforts.
Invest in your email marketing campaign
Did you know that 44% of customers click on promotional emails AND then make a purchase?
There’s nothing more powerful than an email marketing campaign for eCommerce. If you want to promote your services on the Internet, start building up your email list. Make sure that people are getting exclusive content that’s useful to them when they subscribe.
By providing a great experience via your list, you will steadily start to build up your pool of brand ambassadors, and that will lead to more word of mouth marketing.
Retargeting in the right style
Retargeting as a direct sales push is the wrong way to go. The customer already knows who you are and what you do. That’s not the point. You need to use retargeting in order to establish that unique selling point that’s going to convince them to buy from you over your competitors.
Another aspect you have to take into account is the fact that a lot of customers didn’t buy from you the first time for a reason. You can use data to determine what the reason behind this was. For a start, you should check where most users entered and left your site.
Segment your ads so that you are targeting people who landed on your product pages and people who left after they hit the homepage. You will have two different ads in order to take full advantage of this.
Like with Facebook ads, you have to test to make sure that you have the best possible marketing mix. Conduct a continuous split testing campaign and keep refining your ads until you are sure you are getting the right results.
Last word – taking your eCommerce to the next level
eCommerce is tricky because you are competing not just to bring customers to your business, but you’re competing with other companies with similar products all using the same strategy. You are constantly trying to come up with ways of standing out from the crowd.
The only way that you’re going to do that is through testing. It may take a while for you to come up with any ROI, but eventually, you will score that breakthrough.
This article was written by AJ Agrawal from Forbes and was legally licensed through the NewsCred publisher network.
Originally published on Jun 30, 2016 10:00 AM