E-commerce marketing is focused on the selling of a product or service online. Compared to traditional marketing, e-commerce marketing tends to focus more on data analysis and conversion optimization. In this article, we will study the measurable assets of an e-commerce marketing strategy and we will provide you with strategies that digital businesses of any size can implement. Let’s start.
E-commerce Marketing Strategy: attracting new customers and generating orders
The core driver of e-commerce marketing is to generate more sales. Nowadays, as an e-commerce business, it is important to invest time and money into marketing. A good product and/or service is not enough anymore; there is too much competition and the only way to be seen by your audience is through a proper e-commerce marketing strategy. Let’s look at 6 other reasons why you should invest in e-commerce marketing to attract more orders and new customers.
6 reasons why you should invest in e-commerce marketing
There are many reasons why an e-commerce strategy is the backbone of your increase in sales. Let’s look at the 6 main ones.
1. Increase of awareness
When investing in an (e-commerce) marketing strategy you will create opportunities to send out your business’s core messages. You send out these messages through visuals, text, video, infographics, or in other ways. There are many different platforms you can utilize that help you send out your message, such as Facebook, Instagram, YouTube, Pinterest, and many more. The options are endless.
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When planning to increase your awareness we advise you to first research your target audience thoroughly. Who are they, what are they interested in, and what are their core needs? Once you know this, you can create branding guidelines that you and your colleagues will follow when communicating with your audience. Keep in mind that consistency is key; you should maintain the same tone of voice and brand style throughout everything that you send out to your (potential) customers.
2. Increase in traffic to your website
With social media exposure and with email marketing, you can redirect your viewers toward your website. On social media and through email, you can create awareness and interest in your product and/or service. Via these channels, you can now invite your audience to visit your website, a website that is focused on driving sales.
3. Converting visitors into customers
By redirecting your social media/email viewers toward your website, you can convert visitors into customers. This is because you can build a website that is focused on increasing sales. You do this by creating an easy and understandable user flow through your website. On your website there should be a balance between giving information, inspiring, and creating the need to purchase.
4. Re-engage with visitors who’ve interacted with your brand before
Through social media, email marketing, and your website; you can easily re-engage with visitors who have interacted with your brand before. It takes on average 7 times of being exposed to your brand/product/service before a (new) customer makes the decision to purchase from you. This means that the re-engagement of your visitors is extremely important. You do this by using ads, remarketing ads, and keeping track and using the data that you’ve gathered.
5. Upselling to increase average order value
Another reason to implement an e-commerce marketing strategy is to find ways in which you can easily upsell your product and/or service with something else you’re offering. Oftentimes, when people are interested in your product and/or service, the other products/services you offer are also of interest to them. This interest is where you have to focus on. Again, create awareness for what you offer and give them a reason to purchase – such as by using discounts or offers.
This way you can increase the average order value. If even one average order value is increased by a couple of euros/dollars, then that’s already a win. Can you imagine how much more revenue you can make if every order is increased by a couple of euros/dollars? Exactly!
6. Reactivate past customers through timely communication
Just as being able to re-engage with potential buyers, you can also reactivate the interest of past customers. After all, you already know that they are interested in your product/service. You can reactivate this interest by targeting them with email marketing and (social) advertising. Extra tip: survey your frequent buyers to see what triggers them to view your content and purchase your goods. You might be surprised what kind of answers they give that you hadn’t thought of.
Most successful e-commerce case studies you should see
What is the best way to learn? By looking at what has been done before. Let’s discuss three e-commerce case studies. We look into Koala’s case study in which they were able to make 13 million dollars in their first year. We look at how YouFoodz keeps on reactivating their customers’ interest. And finally, how Frank Body developed into a thriving business after growing their side-hustle.
1. Koala – 0$ to 13 million dollars sales in just one year
What is the base of a great growth story? A product or service that adds value to the customer. Koala sells mattresses and does a pretty good job at it. Within the first year, they already made over 13 million dollars. How did they achieve these results?
Koala focused on making the purchasing process extremely easy; from an intuitive and easy-to-use website to great services when it comes to (fast) delivery and easy-to-return policies. On top of that, Koala offered discounts and free trials of their products which resulted in their products being purchased and used by many.
Lastly, one of their main focuses is to actively gather reviews. One of their main selling points is the many five-star reviews that they’ve collected. And as we all know; positive reviews are one of the most powerful drivers for people to purchase a product or service themselves.
2. YouFoodz – reactivating existing customers to increase sales
YouFoodz delivers its customers ready-to-eat meals. One of the things that make YouFoodz successful is that they focus on the needs of their customers. They know the preferences of their customers and target them precisely with this information. For example; when a customer is vegan they now know that this customer doesn’t want to see content focused on meat and dairy.
Through this knowledge, YouFoodz can keep customers engaged since they are being spoken to with their own wants and needs in mind. On top of this, YouFoodz meals are also offered with a variety of options. This creates an interest to keep coming back. This clever way of responding to their target audience’s needs is one of the reasons why their business is so special.
3. Frank Body – how to sell leftover coffee?
How does a company make 20$ in 2 years? Let’s take a look at Frank Body’s case study. Starting with a website called Willow & Blake, that portrayed stories of inspiring young people. With this websitem the owners grew a follower base that had the potential for more. Also having a coffee brewery, where the customers asked for the leftover coffee ground to scrub their bodies with; the owners saw how they could combine their popular website with a new business idea.
Which was: selling leftover coffee grounds to create smooth and healthy-looking skin! And this is where the owners of Frank Body got clever. They created an Instagram and introduced content with a funky twist. Frank Body’s products are covered in ‘dirty talk’ taglines such as ‘guess what? You’ll be naked in a minute’ on their iconic scrub.
Frank Body understands their target audience and playfully approaches them in a tone of voice that speaks to them. The growth on their Instagram channel is also derived from reposting UGC content (User Generated Content) which shows potential buyers that other peers are loving and using their products regularly, which helps take interested people over the line and buy!
Do you want to get more knowledge on e-commerce marketing?
When it comes to e-commerce marketing, many ways lead to Rome. We get that this can get overwhelming at times; that’s why we are here to help. Take a look at our e-commerce-focused workbook to learn more about this topic. We cover the key terms you need to know and the 5 pillars of e-commerce marketing.
On top of that, our team is specialized in improving all steps of an e-commerce marketing strategy. We can help you create a strong foundation for your e-commerce business to stand on and generate more revenue. You can get in touch today and book a call with us. We’ll be happy to assist you in further growing your e-commerce website.