Now, with e-commerce sales worldwide projected to grow to 4.88 trillion US dollars in 2021, and everyone with a product looking to jump on the bandwagon, one popular question is:
What is the best e-commerce marketing strategy?
Disclaimer: There’s no magic wand to conjure unlimited e-commerce sales. Whether or not an e-commerce strategy will work for you depend on some factors such as your product and how hard you work.
But alas, all hope is not lost.
While you will not find any magic-like strategy for your electronic store, there certain strategies that are considered to be ‘perfect’,
These strategies are timeless and have been proven to help many in the past build their e-commerce store from scratch to real-life success stories.
And, these strategies are not going away any time soon so if you are serious about building a successful online store, then this article can help you achieve your goal.
Let’s dive in…
Start from Content Marketing
If you are not focusing on content marketing, then you are losing out on a lot of leads.
In fact, in 2013, Aberdeen Group revealed that companies using content marketing have an average conversion rate of 2.9% as against 0.5% for those who are not.
What’s the implication of this?
It means that content marketing increase conversion rate by almost 6 times.
The truth is, for as long as the internet lives, blog posts, images, GIFs, infographics, et al, are always going to be what attracts your buyers.
Content marketing will not sell your products directly, but it will educate your customers and make a case for your brand.
Still not convinced about the powers of content marketing?
Then let’s take a look at Eric Bandholz as a case study:
If you don’t know who Eric is, he is the guy that built Beardbrand from scratch and shot it to a $120k/month business in under a year.
So how has Beardbrand used content marketing to succeed?
The website has a blog about beard-related topics.
Eric quickly realized that creating regular contents on ‘how to use beard grooming products’ was a fricking goldmine, and so he capitalized on that.
Although now you might find some short articles on the blog, what helped Beardbrand were their consistently long and in-depth guides on beard grooming.
Not only did these articles present the company as an authority in its industry, but it also provided them with the chance to promote their own products.
And, remember blog posts and guides aren’t the only forms of content.
Content means any material that educates its audience, and that include videos.
In fact, videos are becoming one of the most important pieces in e-commerce marketing, and Eric Bandholz must know that because he makes some amazing videos on how to maintain a beard.
It’s no wonder he has over 1 million YouTube subscribers to show for it.
And, what’s the result of all this?
Hundreds of thousands of visitors and sales for Beardbrand.
How you should apply this information to your business?
Create a lot of valuable content. It’s no surprise that content is amongst Google’s top three search ranking factors.
So creating top-notch contents for your brand automatically improves your visibility on search engines too. In turn, it generates that much needed traffic. Now how’s that for killing one bird with two stones?
Don’t forget that YouTube, which is also a product of Google, is a search engine too, and creating quality videos will also boost your chances of ranking high.
But before you run off to create your next content, you must know that you need to create content that has search demand.
How do you find them out?
Use a keyword research tool, like Ubersuggest to search for keywords that have sufficient search volume. For example, if you sell shoes, you can use the query ‘shoes’.
Enter the keyword, and hit search:
You will see that Ubersuggest will show your chances to rank well for the keyword, the monthly volume search, and
hundreds of keyword ideas, among other things.
You can export these ideas to a CSV file, and continue to look for more keywords.
Once you are satisfied with your list of content ideas, you can go ahead to create content.
Choose your titles with your audience in mind. Think of what they would be looking for if they were typing this search term into a search engine.
To help yourself, use Brian Dean’s skyscraper technique to perfect your content.
Once it goes live, you can promote your content via your email list, on social media, and where else. What’s more, you can even create valuable backlinks if you have great content.
Rinse and repeat.
Do Email Marketing
Email marketing isn’t dead.
There, I said it.
And, I have proof too.
According to a survey by Demand Waves, even though instant messaging and social media have become very popular over the years, email still tops the communication channel list for most people.
How to use this to your advantage?
Grow your email list and send ‘great’ emails. Make use of good software, both for running campaigns and email follow-ups.
To grow your email list, you must offer something that your customers want. Think of it like a ‘bribe’ in order to get your customers’ info.
It can be a discount or a lead magnet like a free eBook.
You can use an app like OptinMonster to display this offer as a pop-up. When your visitors subscribe to your offer, your website automatically captures their email address.
Once you have gotten these emails, in Shakespeare’s voice, “the world’s your oyster”.
Take the Omni-channel Approach
If you want your e-commerce store to thrive, then you must build your brand with multiple channels.
Companies that use an Omni-channel strategy retain about 91% of their customers, according to a survey conducted by Aspect Software.
There are many different channels out there, and it will eventually be up to you to decide on which ones to use.
You can use:
- Growth hacking
- Pay per click
- Social media
- Banner Ads
The list is never-ending.
The more channels you use, the better off you’re going to be because most of these channels are crowded and you can’t exactly tell which ones will do the trick.
There you have it. These are proven strategies that have been used by many successful e-commerce stores before you.
The first thing is to evaluate the steps and try them out. If it works, double down on it.
Remember, it might not be perfect the first time. Take it one step at a time and watch your e-commerce store improve over time.