Once upon a time, salespeople would contact customers and tell them they needed product X in their life, and if they didn't have this product they'd be missing out and life would be incomplete. However, times have changed!
Sales no longer control the flow of information in the buying process—instead, the customer has more control. If a customer has an interest in a certain product or service, they will more than likely hop on Google for speedy answers to their questions. They might read reviews, compare prices, and seek out user testimonials, all within a matter of minutes. In many ways, the middle man has been axed from the equation. But what does this mean for ecommerce businesses?
Marketing teams now play a huge role in guiding ideal customers through the sales pipeline—this is especially true for ecommerce businesses. Inbound marketing, a relatively new framework, focuses on attracting the attention of your ideal customers (even before they are ready to actually make a purchase) via content creation such as social media, blogs, emails, and pay-per-click. Inbound marketing for ecommerce businesses can help to supercharge business growth!
Essentially this shift in power has levelled the playing field for both marketers and salespeople. Marketing teams now play a huge role in guiding ideal customers through the sales pipeline - this is especially true for ecommerce businesses. Inbound Marketing is a relatively new framework which focuses on attracting the attention of your ideal customers (even before they are ready to actually make a purchase) via content creation such as social media, blogs, emails and pay-per-click. Inbound marketing for e-commerce businesses can help to supercharge business growth!
Your Content Needs To 'Hit The Spot!'
Content marketing is a massively influential part of encouraging online sales. Without high quality content your entire business will cave in on itself like a house of cards blowing in the wind. Your content needs to look interesting, crisp and professional otherwise your customers will lose interest very quickly and go elsewhere. All content from your business such as your website, your products / services, your social media, your emails and your offers should satisfy a customer's 'pain point'. A pain point is the reason they are interested in your company.
In today's fiercely competitive market your content needs to shine if your business stands any chance of attracting new clients. Things to consider include:
Purpose:
Your content needs to have a purpose - types of purpose include inform, persuade or entertain. Think about what exactly your customers are looking for. Ecommerce businesses sell products online, and therefore your content (like your social media, blogs, your visual content such as your videos and infographics, your website pages and your display ads) should be geared towards generating interest around your products to encourage people to buy them.
Visual Appearance:
It needs to look professional. Humans have a tendency to judge books by their cover (so to speak) - and therefore it makes sense that we would also judge the credibility of an ecommerce website by the look and layout of the page. When selling products online your images need to be high definition and the layout of your website needs to be easy to navigate. Broken links and slow loading speed aren't acceptable. Your website must also be mobile-responsive otherwise your customers will simply look elsewhere. Click here for top tips on mobile-responsiveness!
Audience:
Always keep in mind who your ideal market is. Your content needs to adhere to your audience’s needs and wants. For example, when selling products online the vast variety of people will look at the image(s) and then compare the product description and specifications. Make sure the writing is simple to understand, jargon-free and quick to process.
Reviews & Testimonials:
We live in a society where people are very weary of being scammed or wasting their money on things that aren't useful. Adding honest reviews and testimonials to your website will boost your reliability and credibility, therefore leading to an increase in sales.
Email Marketing
In spite of the fact email has been around for over 20 years it's still one of the most effective ways of guiding customers through the sales pipeline. This is because the vast majority of people have access to email; plus email is something most people check every day without fail. Due to the sheer volume of emails sent everyday it's extremely easy to have your messages lost in the dark depths of email inboxes. Follow these pointers below to prevent this from happening:
Encourage Your Customers To Review Your Products:
After a customer has purchased an item from your website you will have access to their email address. This is the perfect opportunity to ask people for their thoughts and feelings - as well as what they like and dislike. Asking these types of questions shows you care about their individual experience and also allows you to develop your services for future reference. (If you are going to ask for reviews it might be worth offering your customers an incentive - for example, giving them a 10% discount for their next purchase.)
Cart Abandonment Emails:
Sometimes customers will add products to their basket but never actually complete the purchase. This could be because the customer was distracted, or there is a glitch with your website's online checkout system. Sending your customers gentle reminders is a great way to encourage them to complete the transaction.
Customer Rewards / Incentives:
This one is fairly obvious, however you should always reward your customers for their loyalty. Customers that feel appreciated are far more likely to buy from you again. Furthermore, customers that feel appreciated should theoretically tell their friends and family about you. Likewise to this, there is nothing wrong with sending your dormant customers little reminders about your products and services.
Pay-Per-Click
In essence pay-per-click (also referred to as Google AdWords campaigns) allow your business to target specific keywords that you want your website to be flagged for in the different search engines. For example, if your business sells high quality video cameras online you would target keywords like 'professional photography' or '1080p camera equipment.'
Some business owners make the mistake of thinking Google Ads is just a waste of money or that it's not necessary to generate new sales online, however they couldn't be more wrong. While it's true Google Ads does carry a cost, the benefits far outweigh the negatives. Google Ads significantly boosts the chances of your ecommerce website being shown in the Google search results - which will increase the number of customers exposed to your company.
benefits of inbound marketing for e-commerce
Attract and Engage Ideal Customers:
Inbound marketing for e-commerce is all about creating laser-focused, valuable content that speaks directly to your ideal customers' needs and pain points. By understanding what your customers are searching for and curating content that provides solutions, you improve your search engine optimisation (SEO) and drive organic traffic to your site. Imagine a potential customer searching for solutions and landing on your well-crafted blog post that answers their query—this not only attracts them to your website but also engages them with your brand, increasing the likelihood of conversion.
Enhance Customer Loyalty and ROI:
It doesn’t stop at attracting customers; it goes further to nurture and retain them. Personalised interactions, such as tailored email campaigns and customised product recommendations, make customers feel valued. Gathering feedback through surveys and reviews shows that you care about their experience and are committed to improving it. Continuous engagement through relevant content keeps your brand top-of-mind. This approach not only fosters brand loyalty but also ensures a higher return on investment (ROI) as loyal customers are more likely to make repeat purchases and recommend your business to others.
Build Brand Authority and Trust:
Consistent, high-quality content is key to establishing your brand as an authority in your industry. When your audience sees that you regularly provide insightful, well-researched information, they begin to trust your expertise. Trust is a crucial factor in e-commerce; customers are more likely to buy from brands they consider reliable and knowledgeable. By positioning your brand as a thought leader through blogs, whitepapers, videos, and social media posts, you build a solid reputation that encourages repeat business and fosters long-term customer relationships.
Final Thoughts
With countless marketing strategies and various pieces of advice out there, it can be incredibly challenging to pinpoint the best strategy for your particular niche. The landscape of digital marketing is vast and ever-evolving, making it easy to feel overwhelmed by the myriad of options and tactics available. Moreover, as a business owner, it can often seem like there simply aren’t enough hours in the day to achieve everything you need to do. This is where inbound marketing can offer a streamlined, effective approach to driving growth for your e-commerce business.
Different Approach
Inbound marketing is not just another strategy—it's a holistic framework designed to attract, engage, and delight your customers through high-quality, valuable content. By focusing on the creation of content that addresses the specific pain points and needs of your ideal customers, you can foster stronger relationships and build a loyal customer base without the constant pressure of chasing after leads. Instead of spreading yourself thin across countless marketing tactics, inbound marketing allows you to concentrate your efforts on what truly matters: delivering value and building trust.
Imagine having a well-oiled marketing machine that works tirelessly to draw potential customers to your site, engage them with your brand, and convert them into loyal advocates. This is the power of inbound marketing—it works around the clock, ensuring that your business remains visible and relevant in the eyes of your target audience. Whether through SEO-optimised blog posts, engaging social media content, personalised email campaigns, or targeted pay-per-click ads, inbound marketing provides a cohesive strategy that aligns with the goals and needs of your e-commerce business.
We can help
Please contact us for a detailed review of your current marketing efforts. Our team of experts can help you pinpoint your areas of weakness and give you excellent advice on how to improve for the future. By leveraging our expertise, you can ensure that your inbound marketing strategy is not only effective but also tailored to the unique demands of your niche. Allow us to guide you in transforming your marketing approach, helping you achieve sustained growth and long-term success.
