The ultimate goal of ecommerce marketing is to convert site visitors into buyers. Because the buying behavior of your target market can change without notice, your marketing plan should be able to adapt simultaneously to small or big changes. To ensure your marketing plan stays ahead of the game, here are 7 non-traditional marketing tips that would increase your store’s conversion rates threefold.
1. Create a Multiplatform Content Strategy
Marketing your products shouldn’t just be focused on your ecommerce store alone. You’ll have to find where your target market “hangs out” and build your presence there. For instance, if your audience is in the 40 years old and up range and they prefer to shop on Facebook, open a Facebook store and offer your products there.
Other platforms include Amazon marketplace, Google+ Pages, Pinterest, Instagram and more. However, you don’t need to dominate every platform. Choose which platforms are worth exploring based on an in-depth market research. Because you’ll need a strategy on how to attack each platform you want to include into your store’s online portfolio, it’s important to remember that giving your customers positive user experience should remain your priority.
Once all platforms have been set-up, develop a workable calendar to ensure all of your online properties are updated with new products and new content when available.
2. Make Sure Your Social Media Game is Strong
Social media is here to stay, which is why you should also identify which social media networks you plan to join during your content strategy. This will depend largely on the type of product you’re selling. For example, Instagram and Pinterest will work wonderfully for visual-heavy content due to their photo-sharing nature.
While the potential for promoting stuff on social media is too good not to use, make sure your posts only make up 20% promo and the rest divided into information, entertainment, conversation, and other types of engagement. Make sure to keep your brand’s voice throughout all the platforms, though.
Learn what it takes for a post, photo, video or other content turns viral. The Metro Trains PSA “Dumb Ways to Die” was created to promote rail safety and through its adorable cartoon characters and catchy tune generated $150+ million worth of global media value after going viral.
Encourage your followers to submit user-generated content. Host a contest, ask your followers to post a photo of themselves wearing/eating/using your product, and tag you using a particular #hashtag. If you do it right, this campaign not only saves you a ton of advertising cash, it also made your product viral.
3. Craft Personalized Engaging Emails, but Automate the Marketing Process
Your marketing plan should always include a carefully-designed automated email campaign with personalized, engaging content. This means that you shouldn’t be using pre-made templates for your company newsletters or follow-up emails, but automation makes the process simple and manageable even if you have thousands of e-mail addresses on your list.
When creating an email campaign, companies should focus on addressing abandoned cart (site visitors who were planning to buy but abandoned their shopping carts for one reason or another). When done right, abandoned cart can be saved and recover about 15% of sales that would’ve been lost otherwise.
Upsell emails, freebies and discounts, loyalty offers, and other promos should target existing clients in order to encourage repeat buys. No matter the type of promotion used on the emails, it’s recommended to keep the tone personal, conversational and friendly. To ensure everyone on your list receives an email, automate the process and find a program that could help categorize leads depending on their response to every email.
4. Forget SEO; Work on Content Development Instead
Search engine optimization may be one of the most recommended marketing techniques in recent times, but if you don’t have budget or any idea on how to proceed with a SEO campaign, it’s best to work on content development instead.
Content marketing involves producing a wide range of content, may it be text-based articles, infographics, photos, memes, videos, or other content that would engage your target market and hopefully lead them to visiting your store.
As long as you craft the best content you could possibly create, and this content provides value or entertainment to your target audience, it will attract people to your online store organically.
5. Go on a Reddit Hunt for Advertising
Reddit is one of the most active online forums with a very loyal community, who is responsible for many successes and failures of memes. If you’re not yet ready to commit to Google AdWords, Facebook Ads or other high-end advertising options, you could check out sub-Reddits that talk about your company’s niche and advertise there.
6. A/B Test Your Checkout Process Regularly
The checkout process of online stores is mostly neglected because as long as they work, companies don’t spend much effort making them look or feel user-friendly. Take a page out of SimCity’s rule book; the company tests out their checkout process regularly in order to boost sales and increase conversions.
Because A/B testing lets you pinpoint in which process customers abandon their carts or leave your store, you’d be able to add/remove buttons, jumble up layout or add convincing words to encourage a sale.
7. Make Your Brand as Relatable as Possible
In this age of short attention spans, your goal as an ecommerce business owner is to ensure you’re able to grab the attention of your would-be clients, bring your voice to any type of content, and turn these leads into buying customers. One surefire way to do this is to ensure your voice and company goals are relatable (and measurable).
Introduce “faces” of your company, personalize emails, and be honest with product ingredients and production. The more tiny details of personalization your company brings to the table, the better.
The Bottom Line
Ecommerce marketing doesn’t have to be a cookie cutter of all other marketing plans you’ve seen online. You can devise a marketing plan that goes against the traditional advice of IM experts, yet still improve conversion rates of your store.