Is it time for you to come up with a new advertising strategy for your eCommerce business? Not sure where to start? Wondering which advertising strategy is the best one for your business to take it to the next level?
No worries if you are not sure where to begin. Before we share some advertising strategies, we must cover what makes an advertising campaign successful.
You will know when you have an effective eCommerce advertising strategy if these three results happen:
Acquiring new customers
Increasing the value of your customers with upselling or cross-selling
Ongoing customer communication to encourage them to make another purchase
Automatically send messages based on your customers’ behavior, so you don’t miss out on revenue. Automatic messages that you can send are new customer discounts to new email subscribers and emails or texts to people who abandoned their cart before checkout. Those are just two simple examples of automatic messages that you can be sending out.
Now that we know what the three results are from an effective eCommerce advertising strategy, let's dive into how this can happen.
Strategy #1: Influencer Marketing Campaign
People trust reviews from people they know such as friends, family, and influencers. Influencers have grown in popularity over the last few years. Influencers tend to stick to one topic whether it's beauty, fashion, health and wellness, fitness, tech, and much more. These influencers have grown an audience that is interested in said topic.
Depending on the product you sell, influencers may be a great fit for your next advertising strategy as they are more cost-effective than a celebrity endorsement and can introduce your product to a brand new audience. You can send them a free product for a short video clip review, or you can create a more elaborate deal with them. Influencer Marketing is a great way to drive revenue if done correctly.
Strategy #2: Retargeting Campaign
The challenge that most eCommerce businesses face is getting visitors to purchase each time they visit their website. Visitors often visit so many websites that they forget where they saw a particular product; this is why a retargeting campaign is powerful.
You nudge them on all their favorite online platforms to come back to your website to make a purchase. An example of a retargeting campaign is when a customer visits your shop for a new pair of shoes. Then they are browsing Facebook or playing a game on an app. They see an ad for the shoes that they were looking for. You made it easy for them to remember what they are looking at and the link to make a purchase. This will help you recover lost customers.
Strategy #3: Omnichannel Marketing
Omnichannel Marketing means you use multiple channels that create a seamless customer experience. This reflects how your customers behave and shop online. For example, if you sent out a Flash Sale email or text. The customer made a purchase then you can send them the email order confirmation. And then move onto your shipping email or text flow.
If you have this path laid out, it will help you avoid sending a message that doesn’t make sense as to where the customer is at in their purchasing journey. Omnichannel marketing gives you more touchpoints with your customer than sending the same message on all your marketing channels.
Strategy #4: Content Marketing
When it comes to content marketing, it refers to more than just blog posts. Content marketing encompasses podcasts, YouTube videos, product collections and pages, and social media. This may sound like a huge undertaking for any business that may be spread too thin already.
Of course, you don’t have to start your own podcast or YouTube channel right now, but it wouldn’t hurt to be a guest on these types of content to increase exposure for your business. Again, your business doesn’t need to be on every social media channel. The more you understand who your customer is, then you will know which social media channel is the best fit for your business. You need to test out different content types and see what resonates best with your customers. Then you can refine your content marketing strategy.
Recap: 4 Advertising Strategies for your eCommerce Business
There are many ways that you can acquire new customers, increase the value of your customers with upselling or cross-selling, and have ongoing customer communication to encourage them to make another purchase. No matter what advertising strategy you decide to implement, remember what the three results are so you know you are on the right track.