We know that the digital space is like an ecosystem and that more often than not your customer is engaging with your business in many different ways across various platforms before they make a purchase decision. That is why it is important to ensure that you are delivering a consistent message throughout your marketing efforts across all channels.
There are so many ways in which you can engage with your customers so knowing the ones to use and how to use them effectively can be difficult. Check out our recommendations on which strategies work best for eCommerce and why they might be a good fit for your business.
Social Media Marketing
Social media is a great way for you to communicate with your customers not only about your products but also about your business in general. It can also help to increase traffic to your website and develop a larger base of customers.
Diversifying the platforms you choose will allow you a greater flexibility with the way in which you engage with your audience and give you the opportunity to solidify your brand. Choosing the right social media will depend on your target audience so we recommend looking into the most popular demographics for the platforms you are considering. Some platforms you may consider are Instagram, Facebook or Tik Tok
Organically posting to your social media should be a well thought out plan. Different types of posts work best on different platforms and even at different times of the day. We recommend getting stuck into your research first before developing your strategy. Have a look at your competitors to see what hashtags they are using, how regularly they post and what kind of content they post that gets the most engagement. This will be a great jumping off point for you to plan how you can best use Instagram. We recommend planning your posts at least a month in advance.
Our pro tip here is to look for any important dates that you want to celebrate with your followers. They don’t have to all be related to your products either, you could share a post about anything as long as it aligns with your business values.
We recommend setting aside at least 15 minutes per day to engage with your audience as well as similar businesses or influencers who would have followers that fall within your target audience. This is a great way to build brand awareness as well as gain potential new followers and customers. While this is initially a time consuming strategy it is a low cost one. You can also use tools that allow you to schedule your posting across your social media platforms such as Hootsuite.
Monitor your efforts here using the analytics available on these platforms. This will give you an indication on whether your campaigns have been successful, where there is room for improvement and if any further resource needs to be dedicated to it.
This is not always a low-cost option but it is another avenue you may consider is using influencer marketing. We recommend finding micro influencers to work with first. These are people who, while they may have smaller followings than the more established influencers, they tend to have a more engaged audience and are often more affordable.
Once you find an influencer who you are interested in working with, reach out to them to open the discussion. We recommend having very clear expectations set out in regards to the amount of posts and the timeline of posts being shared.
One way you can monitor the results of an influencer marketing campaign is by providing a unique discount code to the influencer to promote. That way any purchases you receive using that code can be directly attributed to the influencer campaign.
Email marketing is a super effective way to reach your customer base. The aim for your email marketing campaigns should be to provide useful content for your audience. It doesn’t always have to be related to products but instead can be business updates and upcoming events or promotion.
We recommend making the emails you send as personal as you can by offering valuable promotions based on the individual customer. In order to do this, we recommend using a tool such as Klayvio or MailChimp as it will let you segment out your email list so that you can send more personalised emails to certain customers.
These tools also allow you to gauge the effectiveness of any of your email marketing campaigns. You will be able to see their open rate and how often these emails led to a sale. This data can then be used to decide on how much resource you need to be dedicating to your email marketing campaign and where there is room for improvement.
Search Engine Optimisation
The ultimate goal of any Search Engine Optimisation campaign is to turn your website into a business asset that helps to generate most of your revenue. While it is a big undertaking and often a slow burn strategy it is the most sustainable strategy long term.
Once you have established your website on the search engine results page for relevant keywords and are consistently engaging in an SEO strategy you will more than likely be able to weather search engine algorithm updates making this a very valuable marketing strategy. We recommend analysing the channels in which you are getting the most sales. Healthy brands should aim to have 50% or more of their revenue coming from organic traffic.
There are a range of free tools you can use to determine where your website might not be inline with SEO best practice as well as provide recommendations on how you can improve that yourself. It will depend largely on the platform you are using on how you can make these changes but there will no doubt be resources out there that you can use to learn how to do so. If however, you find it to be outside your wheelhouse we recommend getting in touch with an SEO professional or digital marketing agency to get an idea on the investment you need to be making for this strategy to be successful.
Paid Ads is a great way to bring in revenue right now. The campaigns are quick to set up and can mean immediate sales. The amount of money you have to spend to get your ads seen and the platforms on which you should be seen will depend on your products and target market.
The competitiveness of your market will determine the ad spend needed to have a successful campaign meaning that this may not be a low-cost involvement. We recommend analysing what your competitors are doing so you have an idea of what platforms you should be running ads on. Keep in mind that if your competitors aren’t appearing on various platforms doesn’t always mean that there is opportunity for you there but instead that ads for your product or business type don’t work well there.
We recommend Google Shopping for eCommerce as the keywords you will target in these campaigns have a higher intent as the user is actively shopping. Use Google’s Keyword Planner to get an idea of how much the keywords you want to target cost and the competitiveness of the market.
Get in touch with our friendly team to see how we can help to take your eCommerce business to the next level!