The world of digital marketing can feel overwhelming, and if anything there is too much choice for which strategy to try first. Many Entrepreneurs start out doing everything themselves, trying a wide variety of tools and tactics.
But that trial and error costs you a lot of valuable time, and potentially a fair bit of budget too. So let’s keep things simple.
You don’t need to try everything. With these 3 powerful strategies in your toolbox, you can see an improvement to your bottom line, without taking a long way around.
1. Work on an email marketing content calendar
Even today, with all the advanced tech out there, the best return on investment still comes from email marketing. Although simple, email marketing is powerful for relationship building, promoting offers, and making sales online.
With eCommerce, you want marketing strategies that help you meet your targets. One effective way for this is to plot out those targets on a calendar, then work backward. Reverse engineer how many promotional emails you need to send to make that target happen, based on your previous stats.
Depending on what you are selling, eCommerce businesses can have a seasonal trend in their sales figures. So if your store is more than a year old, look back at your figures from a year ago. Or due to the pandemic, perhaps look to 2019 for a better representation of a normal year.
See how many units of the product you sold, and how many came from email marketing. Now, look at the frequency of your emails. What can you glean from this?
You should now be able to predict how many emails you need to schedule to hit your target. And you should also have a sense of which emails performed better – which means you can copy their format or topic.
Email titles have a big impact on the open rate. So take a look at your email titles historically, and see which ones your readers were more tempted to open.
2. Social interaction
There are two key activities to focus on with social media. One is creating organic reach, and the other is using paid advertising to target interested people. We will get to advertising next. But first, let’s talk about a couple of ways to increase your organic social reach for your eCommerce business.
We all know that we are swimming upstream against social media algorithms these days. On Facebook particularly, it has become really challenging getting views on your content without paying to boost it. But there are a couple of workarounds.
A key thing to focus on is engagement. That means likes to some degree, but more so it means comments and shares of your posts. But a lot of people post without encouraging engagement, and they are missing a trick.
When you are posting as your business, give people a reason to comment. A really simple way is to ask a question. Another good trick is to ask people to comment with an emoji that expresses their answer. So a smiley face or heart for a yes, and an eye roll or thumbs down for a no.
The emojis are a bit fun and creative, but they are also lazy. People don’t want to be made to think or work hard when they are on social media – so remember to make it easy for them to comment.
When are your customers online?
The other thing you can do to get past the algorithm and receive more interaction is to publish at a time when more of your fans are online. This is a clever way to get in front of more eyeballs. Then of course, if you can get some interaction early on, your post is favoured by the algorithm, and more people will be shown it in the long-run.
On your Facebook Business Page, head to your Insights Tab. Scroll down to the Posts section, and you will be shown a graph of the times of day your fans are online. Schedule your posts for the peak times and your engagement should begin to go up – especially if you ask questions and involve people.
As all of this is great for brand awareness too, so make sure your brand looks good on social media. If you want to update your logo or your Page’s header image, check out Logo Creator and Canva, which are both free to use.
3. Facebook Ad Retargeting
Finally, let’s talk about the powerful tool that is Facebook Ad Retargeting. In eCommerce, the average cart abandon rate is close to 70%.
People don’t commit easily these days, preferring to shop around. But of course, as our attention spans are so short, we often forget to return to the products we were browsing. And this is why retargeting is powerful.
It catches us while we are relaxed, scrolling through Facebook, and reminds us about that product. We get excited again and take a second look. And it’s really effective.
Facebook Ads Manager requires you to set up their Pixel on your eCommerce store, and then you are able to start a retargeting campaign quite simply. You can show your adverts to people who visited your store and tailor them to any stage of the journey. So whether they just viewed your homepage, or went all the way to the checkout, you can write the appropriate ad copy to re-engage them.
So as with most good things, these 3 approaches are simple. Strategies don’t need to be complex to be effective, and the proof is in the results. Following these should soon deliver an improvement to your eCommerce sales.
While it’s true that there is increased competition in all industries these days, that doesn’t have to be a problem for you. Good marketing will stand you apart from the crowd.
Copyrights Digital Netware