Applied to the e-commerce sector, marketing strategies are the implementation of actions to generate sustainable traffic on its site in order to increase its sales and build consumer loyalty.
These strategies are essential considering 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 carried out simultaneously.
Here are 4 marketing strategies to implement to boost your sales
1. Content Marketing
Content marketing is a paying strategy if you want to increase your conversion rate.
By producing blog articles, videos, infographics, guides for your products, etc., you provide relevant and high value-added information for your visitors. This will convince them to visit your e-commerce site and make a purchase.
If the act of buying is one of your primary objectives, keep in mind that you must first educate your visitors about your products before they go to the checkout.
Take, for example, an e-commerce website that sells a new pair of trainers. In the content marketing strategy, the promotion of this product will have to be more subtle. Than a simple announcement “Discover our great new pair of trainers! ».
It is more relevant to write a blog article answering a question that consumers ask themselves. For example, “What type of running shoes should I choose? “to promote this new product.
Or simply by integrating this information on the product page.
Let’s take the exemple of Nike. The product’s description is complete. It gives you explanations and allow you to imagine what you can feel while wearing them. What they sell above all it’s a “Lifestyle”.
If you do this and you carefully work on the SEO of your article, product’s description, Internet users will come across it when searching on Google.
2. Email marketing automation
Email is a must for your e-commerce website. It is one of the best ways to influence your consumers to buy more.
You can use this strategy towards your prospects, your current customers and even towards your former buyers.
For your emailing strategy to be effective you must first set up one or more email lists. Most e-commerce websites offer a discount in exchange for the user’s email.
Thanks to the segmentation of your contacts and the automation of sending you are able to disclose relevant messages at the right time.
Here are some types of automated emails that you can integrate into your marketing strategy:
- The welcome email: it is automatically sent when an Internet user registers on your site.
- The email in case of cart abandonment: it reminds the Internet user that he has not confirmed his order. And sometimes gives him a discount coupon.
- The purchase confirmation email: each customer who has just made a purchase expects to receive this type of email. Confirming that the order has been placed and summarizing the products purchased.
- The email for feedback: when the customer has been delivered it is possible to ask for his opinion on the products received.
Example : Dollar Shave Club
Email marketing can be used for many purposes: to build customer loyalty, to promote new products and services, to offer discounts, to support prospects in their purchasing process, etc.
Whichever way you use this strategy, the ideal is to personalize emails so that your subscribers feel privileged.
Retargeting consists of tracking a visitor’s actions on your website. In order to offer them the offer best suited to their needs. When they are about to leave.
Let’s be honest, the vast majority of visitors to your e-commerce website do not convert on their first visit. And very often, they never come back…
Unless you implement a retargeting strategy.
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 email campaign. The email sent after a shopping cart abandonment. As we have just seen, is part of a retargeting strategy.
4. Social media marketing
Social networks are the most cost-effective channel to promote the products on your e-commerce website.
On the other hand, publishing occasionally is not enough. You need to develop a real marketing campaign on these different platforms, and to make people want to buy your products you need to take care of the quality of your images.
If there is indeed a social network on which you must be present, it is 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 sheet of your articles. Nothing better to increase your conversions! Have a look at the new Instagram’s function : “Buy”
Finally, you can share your marketing content on Facebook or Twitter and reach a wider audience. Remember that video remains the preferred format for engaging your community.
To increase your sales, build a lasting relationship with your customers and develop a sense of trust. These marketing strategies must be carried out in parallel with other actions.
So don’t forget to optimise your payment processes. Take care of your product sheets or highlight your delivery costs to avoid any unpleasant surprises at the time of payment.
For the development of your e-commerce site you can call on a developer specialized in the field.
If you were interested in this topic, you should also like the articles in the “Strategy” category. You will find all the subject about marketing strategies here.
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