E-commerce is a highly competitive industry. The demand for online shopping has increased over the years, prompting many brands and entrepreneurs worldwide to set up their own digital marketplaces. Digital innovations in the past couple of decades gave merchants wider market reach since consumers can now shop online from just about anytime, anywhere.
With an estimated 24 million e-commerce sites today, managing a successful online store entails working on multiple marketing aspects. If you want to reach the top, you can’t neglect lead generation. Check out some of these practical and cost-effective e-commerce marketing strategies that can help you reel in quality leads to your online store.
- Identify your specific target market.
New e-commerce store owners and merchants often don’t have enough information about their target audience.
Arming yourself with accurate target consumer data is key to maximizing your digital advertising resources. The information you collect about your prospective consumers allows you to understand their buying journey, make it easier for you to grow your sales funnel, and optimize content for the right set of digital buyers.
How do you have a clear picture of your ideal customer’s demographic? Here are some of the most important details you must identify about your audience to get you started on the right path:
- Hobbies and Interests
- Level of Education
- Income Bracket
- Relationship Status
- Language Proficiencies
- Factors that motivate them to shop
- Pain points that you can solve with your products or services
- Possible obstacles that can turn them away from your offerings
Penetrating the client mindset and knowing them on a deeper level will enable you to fine-tune all your e-commerce strategies when required. By building a customer persona (or several, if your store offers a wide selection of goods), you can figure out what your clients truly want and need.
- Create an on-brand content marketing strategy
Now that you know who your market is and you’ve had the chance to map out their customer journey, it’s time to ramp up your game by building a content marketing strategy to help boost your visibility and overall sales.
Begin by learning how your prospective customers and existing clients consume content. Find out their preferred social media platforms, websites, or apps so you can disseminate content in the right places. Using influencers and content creators to market your product on socials is also a proven way to make sales.
Grab your audience’s attention by using infographics, humorous visual assets like memes, product videos, and blogs that lean into their interests and highlight your unique selling points (USPs). Product testimonials from previous buyers and email newsletters for various marketing purposes are also appropriate for this purpose.
Using urgency in your ad copy when appropriate by incorporating time-sensitive language also encourages buyers to make quicker purchasing decisions at the right moment.
- Build your email list
First-time visitors of your online store are more likely to come back if they are part of your email subscriber list. Email is still one of the most effective methods to attract and nurture leads, with over 61% of consumers still preferring to receive them.
Service providers can help you design opt-ins to get subscribers, with features like smart targeting and customizable templates to make on-brand email campaigns.
Use lead magnets by offering exclusive content, discounts, coupons, or other freebies that customers can use to reel them in. Once you have them down, give users proof why joining your email list is a must. Make your process as frictionless as possible, and be strategic about placing your opt-in forms.
Ensure that your opt-in forms are noticeable but unobtrusive and have them readily accessible on places like your about page, blog post, checkout pages, website footer, or pop-ups. Cross-promoting your email marketing campaign on social media and other platforms will help you maximize this strategy.
If you have several product lines or offerings for different types of subscribers, it’s best to segment your email list by categories like:
- Types of Clients – Identify prospective customers, new clients, repeat buyers, occasional shoppers, or loyal clients.
- Interests – Note if they have browsed or bought specific kinds of products in your store, and send them targeted offers to encourage checkouts.
Being intentional about your strategy and ensuring that your offers add value to users is key to your email marketing campaigns’ success.
- Apply SEO best practices
Improving your search engine ranking boosts your brand visibility in search engines. Organic traffic from search engines such as Google, Yahoo, or Bing is essential to growing your sales funnel consistently.
You can enhance your SEO ranking by researching the top keywords or phrases your prospective customers use and incorporating them into your website content. Use them on your social media captions, blogs, and product descriptions on your e-commerce site, as well. Tools like Google’s Keyword Planner Tool can help you discover top keywords in your niche.
- Use exit-intent pop-ups
Users that suddenly click the close button of their browser intend to leave your page without purchasing anything. You can prevent this by reminding them about products or offers they may consider through exit-intent pop-ups before deciding to close the page. You can offer them other products similar to what they are looking for, coupons, or use it as a tool to help build your email list for future purchases.
Converting prospective shoppers into buyers and solid leads takes time and effort. Digital trends constantly change, and e-commerce is a fast-paced industry, so you must keep your ears to the ground at all times. Knowing your target market by doing in-depth research and using real insights will help you improve your lead generation strategies, giving you a competitive edge in the digital sphere.