Top 6 E-Commerce Marketing Tips by Best Digital Marketing Agency, Absolute Digital
Updated: Oct 20, 2020
Digital marketing for your online store is slightly different from the standard digital marketing campaign a business will run. Firstly, B2B buying behaviour and B2C is vastly different. For E-commerce marketing, you will have to use a totally different campaign strategy whether you are marketing on Google SEO, Google SEM, GDN, Instagram, Facebook, or YouTube. If this is your first e-commerce venture, congratulations!
Let's explore how we can run an effective digital marketing campaign for your e-commerce.
What is E-Commerce Marketing?
Unlike other digital marketing campaigns, your strategy as an e-commerce business is slightly more complicated. And here's why:
Aside from understanding your target audience and market trends, you would also have to create an online sales funnel comprising of a hook, USP, build online credibility, upsell/Cross-Sell, abandon carts, and remarketing.
1. The Hook
This is, in our opinion, the most important part of your online sales funnel. This is the part where the consumers become aware of your brand, services, or products if you do not already have strong branding. You can leverage on the different platforms to create brand awareness and offer special deals and online-exclusive promotions is a way to build your e-commerce brand. Similar to the Great Singapore Sale (GSS) which drives human traffic to retail stores, having online-exclusive deals would drive online traffic to your e-commerce.
However, this is the most basic form of e-commerce marketing. Creating a strong hook requires the knowledge of your consumer's behaviour and knowing what attracts their interests.
For instance, if I were to sell food and beverages, I would offer delivery services to tap onto a new market. Other ways to hook a customer can by combining more than one marketing strategy. A good example would be the "Bring a friend to enjoy a free coffee on us!" This achieves 2 things: 1. Giving the customer a greater discount (coffee value $5, cost $1) and 2. Increasing your brand awareness (friend).
2. Unique Selling Proposition (USP)
Your USP should be a differentiating factor from your competitors. Your duty as an e-commerce owner should be to drive more traffic and thus more online sales. To do so, brand awareness is crucial, especially in today's competitive market. Your competitors are also trying to fight for the attention of the same customers so how do you stand out?
Digital Marketing is the solution! With accurate targeting, you will be able to filter the non-essential or low potential customers and only show your brand/ads to those that are highly likely to purchase from you. Therefore reducing the amount of ad spent and increasing the ROI of your digital marketing campaign.
An example would be traditional advertising vs. digital marketing where if you were to advertise on the local newspaper, The Straits Times, a half-page advertisement would cost you upwards of SGD$25,000.
With the same budget, you can advertise online on several platforms, lasting much longer rather than just 24 hours.
Moreover, not all those reading the local newspaper is your target audience but you can set the parameters of your digital marketing campaign and implement an effective strategy to target the right audience online to reach your objectives.
3. Online Credibility
Reviews are a great way to build your brand's online credibility. Often times, online buyers have no way of verifying your product/service quality. Unless you have a free refund policy, customers will turn to online reviews. Trusted sources such as Google Reviews are important when consumers are on the fence because it is organic and speaks to lengths on the customers buying experience as a whole. This works well, especially for first-time buyers.
A customer is more likely to purchase your product or service if you are highly rated as compared to the same product or services sold by a poorly rated competitor. Detailed reviews are also important so whenever possible, get your loyal customers to write you a detailed honest review and it will go a long way for your e-commerce marketing strategy.
4. Upsell & Cross-sell
Upselling and cross-selling are great ways to increase your revenue. The key is to upsell/cross-sell the right products based on the buyer's profile. To do that, you will have to first understand your customer's behaviour, needs, and wants to implement an effective strategy. Here's the difference between upselling and cross-selling:
When you buy a burger at Macdonald's, cross-selling is when they offer you the value meal with related products such as fries and a drink. Upselling is when they offer you to upsize the meal for a small fee. Notice that the upsell and cross-sell prices are cheaper compared to if you were to purchase the items individually making the deal slightly sweeter for the consumer.
Why this works is because cross-selling completes the meal for the customer and upselling gives the customers more value for their money. This will not work if you try to offer a second burger for the customer who is already purchasing one.
5. Abandon Carts
This is a technique applied when a potential customer has shown interests in your product or service but has not made the final purchase. The abandon cart function will be triggered and the customer will receive an email or notification saying "Hi (name), you have left (products) in your cart!" as a reminder that they have not yet completed their purchase.
This is a great way to offer an additional hook to push the customer into completing the purchase. You may add customer service contact options to address any concerns or show alternative but similar products.
Remarketing will also remind the customer about your brand after they have left your e-commerce. Google Display Network (GDN) banners are a great way to remarket your brand to potential customers.
When a customer engages with your brand online and leaves before purchasing, remarketing will appear on other websites Google owns to remind them of your brand in hope of them returning to complete the purchase. If done right, this significantly increases your revenue and customer ROI without having to spend additional effort and budget to look for new customers.
Digital marketing for e-commerce businesses is complicated. My hope is that this article can breakdown the fundamentals of what you should know before you embark on your digital marketing campaign and online marketing strategies be it on Google SEO, Google SEM, Facebook Advertising, or other social media platforms.
Find out more, you can visit our website at www.absolutedigital.sg for more information. You may also drop us an email at firstname.lastname@example.org or call us at +65 8892 1290 if you have any questions regarding digital marketing in Singapore.
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