Applied to the e-commerce sector, marketing is the implementation of actions to sustainably generate traffic on its site in order to increase its sales and retain consumers. These strategies are essential given the competition present on the web. And despite the diversity of existing strategies, none is better than another.
Their implementation depends on the sector of activity and must sometimes be done simultaneously. We have gathered in this article the 4 essential marketing strategies for any e-commerce site.
1. Content marketing
Content marketing is a profitable strategy if you want to increase your conversion rate. By producing blog posts, videos, infographics, guides for your products, etc. you are providing relevant and high value information for your visitors. This will convince them to go to your e-commerce site and make a purchase.
If the act of buying is one of your first goals, keep in mind that you need to educate your visitors about your products first before they go to the checkout.
Take for example an e-commerce site that sells a new pair of sneakers. In the content marketing strategy, the promotion of this product should be more subtle than a simple announcement “Check out our awesome new pair of sneakers!” .
It is more relevant to write a blog post answering a question that consumers ask themselves, for example “What type of basketball to choose for running?” », to promote this new product.
2. Automation of marketing emails
Automation of Email marketing are a necessity for your e-commerce site. This is one of the best ways to influence your consumers to buy more. You can use this strategy against your prospects, current customers, and even past buyers.
For your emailing strategy to be effective you must first build one or more email list (s). Most e-commerce sites offer a discount in exchange for the user’s email. By segmenting your contacts and automating sending, you are able to deliver relevant messages at the right time.
Here are some types of automated emails you can incorporate into your marketing strategy:
- The welcome email: it is automatically sent when a user registers on your site
- The email in case of abandonment of the cart: it reminds the user that he has not confirmed his order and sometimes has a reduction coupon
- Purchase confirmation email: every customer who has just made a purchase expects to receive this type of email confirming that their order has been placed and summarizing the products purchased
- Email for feedback: when the customer has been delivered, it is possible to ask for his opinion on the products received.
- Email marketing can be used for many purposes: to retain your customers, to make known about new products, to offer discounts, to support prospects in their buying process, etc. Regardless of how you use this strategy, your ideal is to personalize emails so that your subscribers feel privileged.
3. Retargeting
Let’s be honest, the vast majority of visitors to your e-commerce site don’t convert on their first visit. And very often, they never come back …
Unless you have a retargeting strategy in place. The objective of this strategy is to track these Internet users and then offer them targeted advertising on other websites.
You can also retarget your visitors through an emailing campaign. The email sent after a cart abandonment, as we just saw earlier, is part of a retargeting strategy.
4. Social media marketing
Social networks are the most profitable channel to promote the products of your e-commerce site. However, publishing occasionally is not enough. You must develop a real marketing campaign on these different platforms, and to make Internet users want to buy your products you must pay attention to the quality of your images.
If there is one social network you need to be on, it’s Instagram. Carousels, Stories, and Filters are all features that creatively showcase your products. There are even tools that allow you to insert links to the product page of your articles. Nothing better to increase your conversions!
Finally, you can share your marketing content on Facebook or Twitter and thus reach a wider audience. To this end, remember that video remains the preferred format for engaging your community.
