How do companies maintain dominance in an industry, or various industries, over long periods of time? It comes down to positions of power. Apple, Google, Microsoft, Amazon, Facebook, Disney and any other well known brand that has dominated their respective industry have done so by owning a few sources of power.
There can always be more sales.
That’s the mantra of any successful eCommerce store. But to get more sales, you need to do more marketing.
If you’re low on ideas, or just want a little inspiration, read on. We’ve got twenty solid eCommerce marketing tactics for you to try right now.
What is eCommerce marketing?
eCommerce marketing describes a range of activities undertaken to promote your eCommerce store. The best eCommerce marketing programs include both online and offline marketing tactics, and account for all stages of the funnel, from awareness to consideration to purchase, and finally, retention.
Essential eCommerce marketing tactics
Below, we share today’s best eCommerce marketing tactics, from classic ones that still deliver to trendier options and ideas we bet you haven’t considered yet, try out an affiliate agency that provides automated results.
Experiment with them to drive traffic, boost sales, and increase your customer loyalty!
1. Up and cross sell with product recommendations
When a customer is already primed to buy, that’s the perfect time to suggest they either a) level-up the product they’re considering, or b) purchase other related items so they can really get the most out of their purchase. This is where up selling and cross-selling come in.
Up selling is a great choice for brands that have larger or more expensive versions of their products, like computers or even makeup.
Cross selling can work for any brand. Review your product inventory and customer purchasing data to see which items are most frequently purchased together. Then suggest those products in a related items carousel and watch your cart totals tick up. Here’s an example from REI:
2. Make dreams come true with wish lists
Those related items carousels can also be good fodder for your customers’ wish lists. Add wish list functionality to your site so customers can add items they’re interested in, even if they’re not ready to purchase just yet.
Then, nudge them along with emails that remind them of items in their wish list, notify them when they’re running low or back in stock, or—happiest of days—when they’ve gone on sale.
Bonus points if you make your wish lists shareable. Amazon is the king of this eCommerce marketing strategy, with their collaborative wish lists. With a shareable list, your customers can share their wish lists to social media, driving brand awareness and interest in your products. Best of all, you’ll earn new visitors as their friends and family come to purchase items for them.
3. Focus on customer experience
Customer experience is a hot topic right now. As the world of eCommerce grows more crowded, one way brands differentiate themselves is through exceeding customer expectations. Is it fun to shop on their site? Do customer questions get answered quickly?
Exceptional Customer service and fast responses are no longer optional for eCommerce sellers. They’re what customers expect. In fact, three-quarters of shoppers expect eCommerce customer service responses within 5 minutes!
What should eCommerce stores do? Use Facebook Messenger. Add Live Chat on your website. Build a chatbot. It’s a lot to tackle.
Instead, you can work with a system like eDesk that incorporates all aspects of eCommerce customer support—including template responses powered by AI, auto-responders to handle common support requests, and live chat that integrates with your website and social platforms.
4. SEO your product pages
We’d be remiss if we didn’t mention SEO on our list of eCommerce marketing tactics. SEO is an essential part of eCommerce digital marketing, and it all starts with your product pages.
Make sure each of your product pages includes:
- A unique title tag and enticing meta description that use keywords and make searchers want to click on your search result
- Multiple product images, each of which includes alt text with your target keywords
- A keyword-rich product description
- A keyword-rich URL
- Product schema to increase your visibility in Google search with price, availability, and ratings information.
Finally, your website should follow a SEO-friendly structure that makes it easy for search engines to crawl and index your product pages.
5. Remove hesitation with product reviews
Something else you can put on those product pages? Customer reviews. These can work wonders for your conversion rate. Just take a look at these statistics:
- Adding reviews increases the conversion rate for higher-priced products by nearly 400%.
- Reviews boost sales by 18%.
- 71% of customers say they feel more comfortable purchasing a product when it has reviews.
95% of shoppers read reviews before they purchase. If you don’t have them on your site, they’re going to leave to find them somewhere else (and in the process, might shop somewhere else, too!)
Maximize your reviews by using feedback software and then add them to your product pages. This free, user-generated content can also boost your SEO, by adding unique, keyword-rich text to your product pages.
Plus, you can always re-purpose reviews for your other marketing efforts, such as including them in emails and social media posts.
6. Get influential on Instagram
Speaking of social media, you’ve got to be working with influencers. Influencers take the basic customer review and put it on hyperdrive.
A customer review written by an everyday person simply helps sway people once they’re already on your site. Influencers, on the other hand, are people your customers admire and respect. They’re people your potential customers follow when they’re on Instagram, checking up on their friends and discovering products to buy.
An influencer is like a trusted megaphone, with a huge audience they can bring to your site.
The majority of shoppers are already using Instagram to discover, research, and decide whether to buy new products or services.
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