Essential E-Commerce Marketing Strategies to Enhance Your Marketing Metrics
2020 was surely a troublesome year for us all. The only respite was online shopping for masks or magical wands to whisk us away to an alternate universe. Consequently, e-commerce businesses seemed to do pretty well, thanks to all our purchasing. Nonetheless, the pandemic was only one of the reasons for their success; implementing successful e-commerce marketing strategies, was the other.
Maybe you’re looking to find out what those strategies were? Or perhaps you'd like to know why they were so successful? Well, you’re in the right place! Today, we’ll talk all about the best marketing strategies used by companies and how you can implement those at each stage of the marketing funnel to achieve your goals faster than ever!
Let’s look into what those e-commerce marketing strategy examples are!
I. Top of the Funnel E-commerce Marketing Strategies
This is where your prospective customers enter the funnel from. At this stage, a customer is not fully aware of their concerns. They might also only be looking to do some primary research. This is why efficient e-commerce marketing strategies need to be put into practice here to educate them about their concerns. Here are some low-cost and high-tech e-commerce marketing strategies you should adopt at this stage!
1. Local Marketing
Local marketing is how businesses can target customers as well as prospective leads in their local community. Although you may want your marketing strategies to reach far and wide, sometimes focusing locally is the more appropriate approach.
You can implement local marketing in various ways. For instance, you can share interactive email newsletters with people who may have visited your company website. Get a little creative and attach a scratch-to-win Thanksgiving coupon, or maybe a quick quiz with Black Friday discounts. You could also share membership deals at the end to ensure your company stands out from the rest.
To learn more about interactive email newsletters, click here.
Targeting customers locally is an important aspect many businesses often overlook in favor of the bigger picture. But local marketing is a cost-efficient e-commerce marketing strategy. It can allow you to gain leads quicker as word-of-mouth compliments about your products spread to your prospective leads.
For example, Outgrow shared this interactive quiz during the Royal Wedding season.
Sharing a fun quiz is an undeniably efficient marketing strategy for e-commerce that you should adopt. Quizzes targeting local marketing would be on topics that are related to a local trend or festival. And they can leverage people’s excitement and enthusiasm for the event. Plus, they'll help you gain new leads or establish your brand. This is why local marketing is an important strategy that you should consider. It can help you build a strong foundation locally, which will definitely be beneficial in the long run.
Not sure where to create your own quiz for your local marketing efforts? Just click here!
2. Conversational Chatbots
This part of the funnel is where your prospective leads will have many queries. And they would want to find quick solutions for them. And 53% of customers are more likely to shop with businesses that they can converse or message with.
Your employees cannot be readily available to reach out to your prospective leads 24/7. Well, don’t worry, since you can easily employ a chatbot to do that instead! Chatbots are becoming all the rage in the marketing world and their ever-present nature is one of the reasons why. They are a handy digital marketing for e-commerce tool that can efficiently boost your customer engagement rates.
Let’s take Kia’s chatbot as an example.
Automotive manufacturer Kia incorporated a chatbot named “Kian” to promote their new car. This bot was an extremely successful e-commerce strategy. That is because it allowed users to learn more about the new car in just a few messages.
In addition to that, this bot enabled the South Korean automotive giant to gain 21% more conversions. But what's more, the chatbot increased the company’s engagement with their customers by 50x. Was it difficult for Kia to create this bot? Not at all!
Creating your chatbot is much easier than it seems. Outgrow offers a hassle-free and inexpensive way to maximize your top of the funnel targeting strategies! Simply log into Outgrow, and click on the ‘Chatbot’ option under content type.
From there, you simply have to follow the prompts to build a beautiful chatbot customized according to your preferences. And there's no coding required! Once that is done, Outgrow allows you to embed your chatbot almost anywhere in just a few clicks!
Don’t have an Outgrow account yet? Don’t miss out on building your very first bot!
Tech Savvy Strategies
1. Website Optimization
This, for us, is undoubtedly one of the best e-commerce marketing strategies used by companies. We’re all looking for ways to make our lives as seamless as possible. Website optimization guarantees that for your customers digitally.
Simply put, website optimization is making sure that your company website is set up properly for mobiles, tablets, and PCs. Doing so ascertains that your customers have a smooth experience on any device. Remember, each and every prospect is important for your brand at this stage of the funnel. So, start optimizing!
2. SEO and SEM
Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are powerful tools to boost your marketing strategy for e-commerce. SEO and SEM allow you to better target your customers and potential leads through their search queries.
You can put SEO and SEM into practice in many ways. For SEO, you can find tools online, like Moz and SEMrush. These tools would enable you to find the most common keywords that people search for. Once you find a suitable keyword, you can incorporate it in your advertisements, blogs, promotion updates, etc.
Tip: If you are on a shoe-string budget, try free SEO tools like Ubersuggest, LSIGraph or SERPROBOT.
By using those common keywords, your products or websites would be the first ones that show up on Google when someone searches for a relevant query. This will help in boosting your traffic and customer engagement rates.
SEM is also amongst the most useful types of online marketing strategy tools. SEM shifts from focusing merely on keywords to incorporating visual advertisements into your marketing strategies. For SEM, you would have to pay search engines to display your adverts on their pages. Your ads will show whenever someone searches for a relevant query.
Both these tools work best when used hand-in-hand. They can direct attention to your company when someone may be searching for a related topic or question.
II. Middle of the Funnel E-commerce Marketing Strategies
At this point,your potential customers are more aware of their specific needs. But they are still unsure where to go for the best solution. This is when they would be looking for possible options. That is why you should ensure your solutions stand out from the competition by following these strategies.
Cost Savvy Strategies
1. E-Commerce Recommendation Quizzes
One of the best digital marketing for e-commerce examples would be sharing e-commerce recommendation quizzes. People have diverse needs and hence love to get personalized solutions as per their concerns, taste, budget, etc. What if a quiz can fetch all of these preferences from your customers and suggest to them the best-suited products?
And the advantages of sharing an e-commerce recommendation quiz are aplenty.
These quizzes would allow prospective customers to learn more about your brand’s range of products. And you can be sure your sales would boost through the roof!
Let’s look at this “Best Smartphone Finder” e-commerce recommendation quiz.
Sharing an e-commerce recommendation quiz of this sort can allow you to increase engagement with your expected customers. And the quiz would be in an eye-catching, interactive, and informative format.
Curious about where you can find a cost-effective place to build your first e-commerce recommendation quiz? Try Outgrow for free!
2. Email Marketing
Email marketing, when done right, can turn those disinterested or undecided clients into lifelong companions for your brand. One of the most efficient email marketing strategies you can employ is to send sales promotion emails. But, you gotta spice them up!
In other words, you need a strategy that can enhance your email marketing strategy for e-commerce. Turn your emails around by adding interactive elements. Interactive email newsletters have a higher click-through rate. They give your customers a chance to engage with the message, rather than consuming it passively.
Let’s dive into email marketing strategy examples. For instance, Outgrow provides its users with a simple calculator. This calculator was able to highlight why our product and services would be more cost-efficient than the others.
This calculator can be easily customized according to your company’s products and cost-benefit analysis. Calculators like the one above can be embedded along with the regular sales promotion emails. Doing so will show your users in real-time why your brand definitely stands out.
Email marketing strategies can also help turn your cart abandonment worries around. This is where you can retarget your on-the-fence customers with e-commerce recommendation quizzes embedded in the email newsletters. Those quizzes can suggest relevant products based on items already in their cart. By providing an interactive element to your emails, your customers would have a stronger desire to check out your other offerings.
Not sure where to build your e-commerce recommendation quiz for free? Try Outgrow now!
3. Content Marketing
Content Marketing is another affordable e-commerce marketing strategy you can adopt straight away. It can be an extremely cost-efficient method if you choose to create your own content.
There are different types of content marketing examples you can employ. E-books, blogs, podcasts, surveys, webinars, and testimonials are all the various channels for you to consider.
By sharing e-books or podcasts, or any other content with your visitors, you can establish your brand as a reputable and trustworthy source for their queries and concerns, while simultaneously promoting your brand to your heart’s content.
Sharing surveys, like the one above, can especially help you make your customers feel heard and appreciated, plus the feedback they give can help you improve your services for the new customers you’ll collect!
Create your very own survey to share with your customers with Outgrow now!
Want to learn about E-commerce Marketing in greater detail? Check out our all-inclusive guide on e-commerce marketing here-
Tech Savvy Strategies
1. Influencer Marketing and Affiliate Marketing
Influencer marketing is when companies seek out people who have a social influence to endorse their products. Affiliate marketing, on the other hand, is when businesses provide perks and awards to other organizations, individuals, or partners, who bring in customers for the business. Let’s discuss influencer marketing first.
Influencer Marketing -
Examples of influencer marketing can be seen in product placements on posts shared on social media. Additionally, influencers also conduct sponsored events/giveaways or collaborate to create, share and advertise content for a business.
Moreover, influencer marketing is an excellent way to gather trusted and impactful testimonials for your brand. Sharing these testimonials could be just the thing that encourages those prospective leads in the middle of the funnel to not abandon your funnel halfway.
Affiliate marketing -
Affiliate marketing is another aspect you may use for your brand. To create an affiliate program for your brand, you would have to conduct some research into affiliates you can approach. You should also maintain a constant level of trust with your affiliates, as they would be more encouraged to promote your products if you have a good bond.
Affiliate marketing also requires time management skills on your part. You need to regularly check if the affiliates you’ve recruited are actually helping retain and convert those prospective leads.
You can take these two strategies a step further by incorporating interactive elements when promoting them too! For example, you can promote an upcoming influencer beforehand by sharing a few fun quizzes about who they might be. Or you could try using giveaways to drive interest and incentive towards your products and services.
Not sure where to create your first giveaway or quiz? Try Outgrow!
2. Developing an App
Providing an app to your customers is another excellent e-commerce marketing strategy you can use. People may not always prefer to use the web to interact with your brand and purchase your products. An app can make that process faster and more fun.
Statistically speaking, more than half of the traffic companies received on their websites during the pandemic came from mobile apps. In addition to that, 70% of mobile searches lead to an action from the consumers within an hour. But that’s not all, mobile e-commerce is expected to make up 53.3% of the total e-commerce sales for the retail sector in the USA, for the year 2021. It’s no surprise then that providing an app for your business can help boost your sales and marketing metrics significantly!
You can also choose to provide discounts to people who sign up on your app. This could be a part of the membership deals designed exclusively for customers using the app.
III. Bottom of the Funnel E-commerce Marketing Strategies
Yes! Your prospective customers have finally reached the bottom of your marketing funnel! But you can’t sit back and relax just yet. Do keep in mind - this stage is where your prospects have narrowed down the possible solutions to their concerns, and your product has made it to their list. However, implementing these strategies will surely give them a nudge in your direction, ensuring that they pick your brand above all else.
Cost Savvy Strategies
1. Review Review Review!
Yes, you should conduct regular reviews of your brand to ensure everything is working as it should. But we’re talking about slightly different reviews here. In other words, we’re talking about reviews you get from customers. These kinds of reviews can help supplement your existing marketing strategies and ensure your promotional efforts are giving you the right results.
These reviews and feedback can convince those on-the-fence customers of yours about how your brand can be a better choice for them. And once they have reviewed your products, you can provide them with different benefits such as coupons for their next purchase, or a link to a free ebook.
You can also share surveys and polls with your customers to learn more about their experience. This will help understand how you can improve things for your prospects (and of course, the existing ones).
Outgrow is a handy tool you can use to create your very own beautiful survey or poll. By using Outgrow, you can also embed those surveys anywhere and however you want, including pop-up embed, full-page embed, greet bars, etc. So, why not try Outgrow now 🙂
2. Measure Key Metrics
Another way to retain those new customers you’ve gained in your funnel is by measuring key metrics such as Return on Investments (ROIs) and Return on Assets (ROAs).
ROIs help you track how beneficial your investments in various marketing strategies such as affiliate, influencer, or content marketing have been. ROAs help you check how profitable your assets are. Now that your company has grown in terms of customers, you should keep these metrics in mind to ensure that all your efforts are paying off.
But we know following and keeping up with all these metrics can be confusing at first. Here’s an example of a useful ROI calculator that can assess the outputs of your marketing campaigns.
As you can see in the image above, an ROI calculator can help you analyze the open rates, click rates, and conversions generated from your email marketing strategies. And by using Outgrow’s builder, you can pick from various real-time calculator templates in order to see an accurate measure of your marketing efforts.
So do keep those marketing metrics in mind, and check out Outgrow’s tools to build a customized ROI or ROA calculator for your brand without any coding!
Tech Savvy Strategies
1. A/B Testing
After analyzing your marketing metrics, you may feel the need to tweak existing strategies or incorporate newer ones altogether. But before you do that, it is important to test them first to choose what works the best for you. This is where A/B testing comes into place. A/B testing can help you avoid web optimization issues.
Simply put, A/B testing is when you share two versions of a proposed update to a small group of customers, and then assess the responses you receive for those two versions. A/B testing is important to avoid any mishaps in the final launch and maximize your results.
In addition to that, A/B testing can help you learn more about how certain users respond to different updates in your products, whether it be an app update or a new product launch. Therefore, A/B testing can ensure you have valuable feedback about a particular update before its launch.
By now you know that we are a big fan of interactive content! And, Outgrow can allow you to easily create and customize your A/B testing calculator according to your business needs so that you can collect that valuable information in a jiffy!
2. Instagram Shops
Yes, even though Instagram may seem like a niche platform, it can help you enhance your e-commerce marketing strategies. Instagram has a very handy feature you can use to promote your products and ensure those new customers stay loyal till the end.
Leveraging Instagram’s platform for your brand is easier than it seems. You would just need to create an account for your brand. After creating your account, you can use Instagram’s “Shop” feature to add price tags and links to the posts of your products. This way, people can buy your products straight from the app itself!
Instagram’s Shop feature can also be used along with other marketing strategies such as influencer and affiliate marketing to boost your marketing metrics overall.
Well, that’s all from us! We hope this blog was able to help you find e-commerce marketing strategies you can seamlessly fit into your existing marketing campaigns. Likewise, we hope you now know which strategy to apply according to where your leads are sitting in the marketing funnel!
Got any other tips or strategies that we missed? Do let us know! And head over to Outgrow to sign up and create your very own quiz or poll to boost your e-commerce marketing metrics now!
- How can I promote my e-commerce business?
You can easily promote your e-commerce business by employing strategies such as email marketing, influencer and affiliate marketing, and content marketing.
- Is SEO important for e-commerce?
Yes! Search Engine Optimization and Search Engine Marketing are e-commerce marketing strategies that can benefit your company by increasing leads/ensuring your company is visible and accessible to prospective customers looking for solutions to their concerns.
- How do you attract online customers?
You can use any and every strategy mentioned in this article to attract online customers. For example, creating and promoting your Instagram Shop and other social media accounts, sending interactive emails for your email marketing strategies, and ensuring your website is optimized. All of this can help in retargeting and reaching out to on-the-fence prospects.
Want to learn about E-commerce Marketing in greater detail? Check out our all-inclusive guide on e-commerce marketing here-
That is it for now folks! Leave your precious comments down below and show us some love. 🙂
Ruchira Asiwal is a Marketing Strategist at Outgrow. On her days off you can find her seeking some general knowledge about everything that catches her eye or reading fascinating books that blow her mind.