"The expert in anything was once a beginner."
- Helen Hayes, Emmy, Grammy, Oscar and Tony Award winner
Trust me — top brand experts were once beginners in eCommerce digital marketing.
And you, my friend, can also be a certified Digital Marketing expert.
To help you get started, I've lined up pieces of advice from successful e-commerce owners.
From their expertise in eCommerce digital marketing, I listed actionable tips.
If you run an e-commerce startup, you can use these tips in your digital marketing strategy.
Are you ready? Let's go!
For the first tip, here's what an expert has to say:
"Keeping the customer in mind and creating a business that's people-focused. Whether it's a social mission or you're helping the individual customer. I think has been kind of the caring force throughout all the different businesses."
- Elle McCann, Shopify expert, designer of Curious Themes web development studio
1. Focus on Your Customer's Satisfaction
Those five-star ratings look so good, doesn't it? Those stars mean you have a happy customer.
And a happy customer means your store is doing well. Satisfied customers can also attract new customers.
Did you know that 55% of consumers are willing to recommend something because of outstanding service?
So, how are you going to keep the smiles on their faces?
Well, you gotta talk to your customers. A business is a two-way street, much like any relationship you have.
One way you can communicate with them is through:
Imagine your Shopify store as a brick-and-mortar store. Your customer walks in to look around. They find something they like.
Alas, no one is around to assist them.
They leave the store, empty-handed.
That sounds frustrating, right? Of course!
Live chat lets your customers talk to you in an instant. Emails can sometimes take time to get answered. Live chat cuts that waiting time.
Also, make sure that your Shopify theme has a well-thought-out layout so your live chat add-on won't go to waste.
If you want to learn more about how to use live chat, head to this comprehensive guide.
Another way you can connect to your audience is by...
"Feedback is the breakfast of champions."
- Rick Tate, management training firm partner.
As you probably know breakfast is the most important meal of the day.
Like breakfast, feedback is important for your business to grow.
So, now that you have your fill, make sure that you follow up.
And nothing beats email marketing for follow-up. It's a tried and true method of answering the questions of your existing customers.
Not sure where to start? No fret, here's a super simple guide about types of follow-up emails and when to use them. You're welcome. ?
Social Media Comment Section
A great ecommerce marketing strategy is social media marketing.
So, don't forget to tend to your comment section.
I know, the comment section can be a bit scary. You never know what you'll find.
Praises? Yay! Spam? No, not the tasty kind.
But here are some reasons that will give you the courage to look AND REPLY to your comments:
- It's low cost. It won't hurt your social media budget. Need I say more?
- You'll know more about your customers.
- Your replies boost the engagement rate. It will also attract traffic from new audiences.
Evidently, the comment section is essential to your relationship with your customer. So get to it!
Yes, monitoring your social media can be frustrating.
Why not try this? Allot an hour or so to tending your social media pages. Or, why don't you give eCommerce content automation a try? It will automate your ecommerce content marketing. That way, you can focus on other engagements.
Speaking of social media engagement…
Here's what another expert says:
"Because of the rise of social media, the amount of energy that people and organizations want to put into their customer service and customer experience has increased tremendously in the past ten years, and they suddenly understood that this can make or break them."
- Steven Van Belleghem, Global Thought Leader in Customer Experience
2. Encourage User-Generated Content
As you scroll through your Instagram feed, you see your friend post a picture of a tasty croissant.
They say that they're from a café they often visit. You noticed that the cafe's Instagram page is in the tags. You go through other people's posts about the café. All of their sentiments are the same: they have the best pastries in town.
You tap on the "Follow" button immediately.
That is user-generated content (aka user-created content). It's defined as any kind of content that individual people create, NOT brands. They may come in the form of images, videos, etc.
Each time that you post your #coffeeaddict photos on Instagram, THAT'S UGC.
Since you use UGC, why not also use it for your ecommerce content marketing?
Here are reasons why you should:
- It shows authenticity.
- You can build trust with your audience
- UGC increases engagement rate
So, how the heck do you generate user-generated content?
You can always...
Ask For It
Sounds easy, right?
There are a lot of places where you can find UGC, such as Instagram, Facebook, Twitter, and TikTok. Don't be afraid to reach out!
Make use of the follow-up emails! On the post-purchase emails, ask for their feedback to include photos or videos.
Another way to gather more UGC is...
Motivate Customer Competition
"What's in it for me?"— That's a question most of your consumers ask. Awarding them for their part will generate UGC.
What kind of prizes can they claim? Make sure that you're offering something that your consumers will appreciate. Some examples are product giveaways and discounts.
Now that you're all ready, then...
Use Social Media Hashtags
#boba - 2.5M posts
#shopifystore - 273K posts
With these numbers, it seems like everything has a corresponding hashtag these days. If you don't have one, you're missing out. A LOT.
Integrate your hashtag with everything that comes with your product. Print it in your box. On your Shopify store. Through ecommerce email marketing. Even on your Instagram stories.
Like Instagram, most of our social media time is spent on the phone, so be sure to...
3. Create a Mobile-Friendly Store
If you're anything like me, you do your shopping on the phone.
Why wouldn't you? It's convenient. And you don't have to lug your laptop around.
You're not alone. 53% of eCommerce sales go through a smartphone.
So, having a responsive page is like having a well-organized storefront. Your website should function smoothly on browser and mobile alike.
Want more tips? Here are some strategies you can use for your Shopify store.
For your eCommerce store, make sure it looks its best and...
Do you have a café you always visit because it makes you feel at home? They know what food you like, and make recommendations. You guys are even on a first-name basis.
It feels cozy. And trustworthy.
That's what personalization is. And that's how your eCommerce should feel. You should know what the needs and wants of your customers are.
If not, your consumers will not experience the service they look for. In fact, 41% of consumers switch companies because of poor personalization.
Here are some good starting points you can do:
Recommend on Checkouts
Show more products that complement the purchases of your customer. Not only will they see new products, but they'll feel like you are looking out for them.
Content is Key
I only read emails from brands that use my name. Who would want to open one that starts with "DEAR PURCHASE #456"? I definitely don't.
Shopify has automatic tools that can put your user's name on emails. Make sure to use everything that can benefit you!
You can create a separate web page for your personalized content. So...
5. Create More Web Pages
Remember to keep your eCommerce store FRESH. The newer, the better.
The fresher your content, the more relevant your store will be. And relevancy will rocket you to search engine results page ranks.
To achieve this, create different pages for your content.
The About Us page is one example of a web page you can add to your store. You can also add the following:
- Blog posts
- Reviews and Testimonials
Of course, the product page is the highlight of your page. So make sure to...
6. Optimize Product Description
"If you naturally are putting out your consistencies and everything else, the platforms are going to naturally show you out to other people that thumbnails the titles, the description, those are important. They need to be something that will make people want to click on it."
- Jordan Mohle, pro gamer
When I eat out at restaurants, it takes me a while to choose. But somehow, I always get more than what I wanted in the first place.
Why? Because chefs write the food descriptions so. darn. well.
The same goes for your Shopify store. Nudge your customers in the right direction with the power of your words.
So, how do you write a sales copy so good that it's imperative to buy? Here is how to write product descriptions that sell.
Now, take into account to...
7. Visualize Your Products
First impressions last. You can't deny it; the first glance at a product creates a lasting impression.
Your product photo is the first step to a sale. The quality of your image could be the decision-breaker if they would tap that buy button or not.
So make sure to use high-quality images for your Shopify store! Here are some tips you can use.
Humans are very visual beings in the end. When product images don't cut it...
8. Use Video Marketing
Admit it: You mostly spend your free time swiping through TikTok videos. And unknowingly, hours have already passed.
That's one good platform for video marketing. Brand stores also do:
- Unboxing videos
- Product review
- First impressions
- How-to tutorials
The type of eCommerce product videos all depends on your niche, of course. This Ecommerce Product Video Guide is here to help you!
Now that you've optimized your product to its fullest potential, that sale is just one step away. But sometimes, the products are left on the shopping cart.
Be mindful to...
9. Tend to Cart Abandonment
Here comes the most frustrating part. Customers keep on adding products to their cart, then leave them.
This isn't new. The average abandoned cart rate fluctuates between 60% and 80%. That's also depending on your industry.
You can reduce cart abandonment through digital marketing. How?
Abandoned Cart Email is the answer to recover sales. What would your email contain?
First, use the personalization tip. Use your customer's data to acknowledge them.
Second, you can add user-generated content.
Why don't you also use your product images and videos to convince them to check out?
As you can see, it all comes together!
You are now creating your eCommerce digital marketing plan. So, you should know your eCommerce store like the back of your hand.
Avoid complacency. Try other things with the tips you've read here. That way, you can minimize risks. It will also make sure that all your efforts are worth it.
After all, these eCommerce marketing tips came from the experts. Here's one bonus piece of advice:
BONUS: Just do it!
"I think the quickest way to get started is just by doing, taking action, being willing to test things, being willing to learn, be curious, and actually go through the process..."
- Chase Chappell, Facebook Ads Expert Mastery Class creator
These tips work well when you combine them all together. These are must-have strategies. With it, your ecommerce store can generate more traffic, more customers, AND more guaranteed sales.
So start now!
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