Inbound Marketing Strategy for Ecommerce Websites is based entirely on how you can attract your client.
You can attract your client or customer
Content Marketing – It focuses on creating high-value written, video, or audio content that is clearly relevant to a specific audience.
Email Marketing – A key component of any diverse eCommerce marketing strategy. Email marketing provides a direct line to send ads, news, hints, and other content to your customers.
Social Media Marketing – Social media marketing is a powerful channel for connecting with the audience, publishing content, promoting products, and building loyal and engaging followers.
Re-marketing – Re-marketing can be incredibly effective, especially when it comes to abandoned shopping carts, and usually costs less than standard social media and search advertising.
SEO – eCommerce Search Engine Optimization Search engine crawlers make the site friendly and ensure that the content on the page is relevant to the search queries of potential users.
There are 4 basic things to keep in mind when uploading any content to the Internet
Publish: High-quality content
Advertise: Content to the right audience
Convert: readers/viewers into subscribers using content
Measurement: the impact content has on your business
What kinds of content should you publish on your website?
Not all eCommerce content will have the same purpose. Your goal with each content asset (whether it’s a blog post, a video, a product page, etc.) should be to move people further toward product awareness — and therefore, toward purchasing your products.
Once you’ve mapped out your content creation strategy, you can focus on promotion.
You can promote content through:
- Launch of social media advertising campaigns
- Improving SEO blog posts to drive organic traffic
- Organic (free) posting on social media
- Distribute content through your email newsletter
- Run a Google Advertising Campaign for relevant keywords
- Working with partners and influencers to promote your content on your marketing channels
For e-commerce businesses, the best advertising channels are usually Facebook and Instagram. With Facebook ads, you should be able to drive traffic to your blog posts at around 0.05- $ 0.30 per click, depending on your audience’s goals. If you’re able to turn a good portion of these visitors into customers, that CPC is an incredibly effective way to grow your email list and customer base.
You can also run per lead campaign per Facebook and Instagram to convert readers into subscribers in a measured and predictable manner.
Increasing site traffic is great, but you need a way to capture those readers’ email addresses so you can continue marketing them for free. (You can also run retargeting ads, but they cost money, and email marketing is virtually free.)
The easiest way to do this is to use pop-up and closed content (ie “locked” on the back of a form) to capture the email address. You should offer something valuable in exchange for your readers’ email addresses.
Offers may include:
- subscription to your email newsletter
- Discounts on your products/services
- Free content that is useful and informative
- Competition or sweep
The goal is to provide your audience with something in return for their email address, and possibly other personal details.
Finally, you need a way to link your efforts to the results. It comes in the form of:
Traffic: Are you bringing more and more people to your website at an affordable price?
Leeds: Are you constantly converting visitors into users and expanding your email list?
Sales: Are people coming to your site through shopping blog content? Do the people who read the content. Do the people buy from your site.
If you want to drive awareness and site traffic, you may want to focus on the educational and entertaining content that shoppers find “at the door”.
If you want to use social evidence to build credibility, you should spend time getting real reviews and praise from customers and consider working with influencers.
Your goals might include:
- Drive more traffic to your website
- Converting more website visitors to email subscriber
- Create more compelling emails that bring buyers back to your site
- Driving more repeat purchases
- Increasing average order value (AOV)
- Using social proof to build credibility