Steffen Schebesta, a member of the Entrepreneurs Organization (EO) in Toronto, is CEO and Vice President of Business Development at Sendinblue, an intuitive, all-in-one marketing solution for small businesses. We asked Steffen how small businesses can benefit from e-commerce marketing. Here’s what he shared:
Driving sales can be a challenge for small businesses. Ecommerce marketing can reduce these frustrations by improving customer retention through consistent communication and process automation. E-commerce sales grew 27.6% in 2020, which means that competition in the online space is increasing. So how can your small business be successful and strategic using e-commerce?
First, let’s start with the basics: what exactly is e-commerce marketing?
Different from a more generalized digital marketing strategy, e-commerce marketing involves the act of directing customers to your online store and encouraging them to make a purchase from your website. Online marketing can be implemented in a number of ways to drive sales and build customer loyalty.
Here are five tips to help small businesses use ecommerce marketing to increase sales, improve brand awareness, and stand out from the crowd.
Leverage email marketing to increase sales
Email marketing can generate up to 30 times its initial investment, making it a profitable marketing strategy. Small business owners can use email marketing to boost the growth of their ecommerce business. For example, a business can segment its contact list based on attributes such as location or last opened email and use those attributes to personalize content for recipients to encourage interaction.
Creating personalized experiences for each subscriber will increase your chances of converting leads, especially when paired with enhanced messaging, branding, and a clear, consistent call to action.
Create content that builds customer loyalty
According to the Content Marketing Institute, 91% of B2B marketers use content marketing, defined as “a strategic marketing approach focused on the creation and distribution of valuable, relevant and consistent content to attract and retain a clearly defined audience. – and, ultimately, to drive profitable customer action. “Content marketing is important for e-commerce marketing to be successful in capturing public attention and driving purchases. By providing customers with relevant content and consistent, you build trust and loyalty.Success often comes from brainstorming ideas, creating media posts, and collecting feedback from your audience.
Creating more content will ultimately increase communication with your customers and build long-term relationships with them. Examine the performance of past campaigns to determine what content resonated and what didn’t, then adjust your strategy accordingly.
Almost all of us are guilty of limiting ourselves to the first page of search results. Amplifying your content marketing will increase your SEO and rankings. Ranking on the first page is very important for getting in touch with new and existing customers.
Use marketing automation to reduce abandoned shopping carts
Did you know that around 75% of customers leave their cart without making a purchase?
People may abandon their cart because they weren’t ready to buy the product or because they were distracted. To remind customers of items left in their shopping cart, small businesses can send triggered emails using marketing automation. Timely emails encourage customers to come back to your site and complete their purchase.
For ecommerce businesses on Shopify, a push notification solution like PushOwl or OneSignal is a great addition because it lets you run simple reminders with just a few clicks. Such reminders will ultimately help you maintain engagement with customers and increase sales volumes.
Sell ââyour products
Almost 60% of marketers use marketing automation for upselling. It is essential that small businesses take advantage of this tactic to grow.
Businesses can look at a customer’s existing purchases and send an email with products they “might be interested in” based on their buying habits. Amazon does this well by having two upselling sections when a website visitor clicks on a product, including a âFrequently Bought Togetherâ listing, which highlights that product alongside others, and a âYouâ section. May Also Like ‘Showing Other Similar Products.
Small businesses can benefit from this method by directing customers to their other offerings. Try to present fewer options to avoid overwhelming the customer, and include seasonal items or items with limited availability to increase sales and create a sense of exclusivity.
Use live chat for direct and personalized communications
Compared to large companies, small businesses offer personal and more intimate customer experiences. To maintain authenticity and friendly interactions, small businesses can integrate individual messaging apps, such as Chatra and Intercom.
A âlive chatâ feature allows small businesses to answer customer questions faster and more directly. Almost 80% of consumers prefer live chat because their questions can be answered directly and at a faster pace.
Marketing online doesn’t have to be complicated, but it is essential for your business to grow. Strategies related to email marketing, content creation, marketing automation, upselling, and live chats are great ways to boost community engagement and boost your presence. in the online market.