Business owners can no longer ignore the growth of e-commerce, and that growth is only expected to continue. More than 20% of retail purchases are expected to take place online this year, and that number is expected to grow to 24% by 2026, according to Forbes.
Businesses that succeed in the e-commerce world start out by determining exactly who their audience is. And they do that by identifying potential buyers of their products. But they also seek out repeat business from their current customers who have already shown they need the products being sold.
Those are two of eight e-Commerce marketing tips that businesses can use to target the high percentage of retail customers who are using e-commerce to make their purchases.
1. Know your current customers …
Businesses should determine what has motivated their current customers to make a purchase. Conducting surveys of customers who have purchased a business’ products or services in the past is a good way to find out that information. “What was your favorite part about the shopping experience?” is one survey question that can help companies understand the content that caused the customer to engage and connect with your company and products. Companies can then use the data collected from the surveys to create summaries of the characteristics and motivations of their target audiences.
2. … And find prospective customers through referrals
A business’s current customers can help the business find new prospective customers. And the best way to start that process is by providing an outstanding experience to the current customers. That will lead to those customers referring your business to potential new customers. How does a business get its current customers to make referrals to prospective customers? The business should ask for those referrals. It could take a while if a business waits for its current customers to make a referral. Businesses should build referral-generating activity into the sales process. An example of that would be to generate a referral request after the current customer has received the product ordered.
3. Retain current customers … and reconnect with older ones
Work done to retain existing customers is more efficient than acquiring new ones. Offering discounts to returning customers, implementing loyalty programs for them, and sending personalized e-mails related to those customers’ recent purchases are among methods businesses can use to encourage repeat business. Businesses would also be wise to initiate contact with customers who haven’t made a transaction in a while. Companies should regularly go through their customer contacts and seek out communication with dormant customers who haven’t interacted or made a purchase in the past six months to a year.
4. Boost your social skills
Companies can use social media platforms to engage with potential and existing customers. But instead of simply being present, companies should plan a social media strategy with specific goals. According to work marketplace, Upwork, some of those goals could include building brand awareness or providing customer service. Email and marketing automations platform Mailchimp recommends placing paid social ads on Facebook, Instagram and other channels to boost traffic and recommend that followers sign up for companies’ contact list to open another avenue of communication. The company recommends that companies respond to comments and feedback quickly to add a human element to the social strategy. Companies should also ask customers to share the company’s posts to provide even more exposure. Companies like Brandon help businesses use social media to move customers through the entire marketing funnel: from awareness to conversion.
5. The reviews are in
Another marketing idea for eCommerce business: Make the most of those online reviews. Companies should provide links to positive reviews that they have already received on Yelp or another site. Companies should post signs at their locations asking for online reviews, and they should also post online text urging customers to check them out on the review sites. New customers are more likely to check out a business if they see others praising it.
6. Influencer fluency
One definition of an influencer is someone in your industry with sway over your target audience. An influencer assists companies in advertising that builds brand authority based on the influencer’s reputation. Influencers help brands in their quest for credibility. Brandon’s full-service influencer management team can help companies find the right influencers that align to their budget.
7. Content is king
A strong method to get customers to visit your site is to make the site good. Make sure it features strong, up-to-date content such as blogs that can position a company as a thought leader. Businesses should periodically go through their entire site, making sure that the content, design, and graphics are fresh. If that sounds daunting and time-consuming, a web company like Brandon can conduct a site analysis, provide SEO services, or help with a redesign.
8. Make it personal
Companies should create their online shopping experience around customer choices. Artificial intelligence (AI) and machine learning can help companies follow results in real time. Companies can track user purchases, reviews, likes, and shopping cart abandonment data. That data can help those companies build a personalization and retargeting strategy for a personalized experience geared toward each visitor. Brandon can help companies use AI tools such as chatbots with machine learning and natural language processing to serve consumers with highly targeted and timely messaging.
E-commerce has seen substantial growth, and as that growth continues, Brandon’s team of professional marketers with extensive e-commerce marketing experience can help boost your brand’s profile. We can help with all areas of e-commerce marketing, whether you’re seeking SEO assistance, help with content creation, guidance for your paid social media efforts or digital media & targeting. Our fully integrated marketing firm can help in areas such as web design, brand strategy, creative, interactive, social media, analytics and conversion rate optimization, just to name a few. To get started with help ranging from a simple website analysis to a comprehensive strategy tailored to boost the performance of all of your marketing campaigns, contact us today.
Nick McNeill
Interactive Director
Nick uses his talents in computer science and graphic design to grow the online presence of brands such as Santee Cooper, Southern Tide, frogg toggs, Farmers Telephone Cooperative and Blue Force Gear. A serial marathon runner, his steely determination shines through every brand he grows. As lead user interface designer of the GuestDesk software suite for online hotel reservations, he watched it explode from $1 million in reservations to over $400 million annually.