We’re completely over having traditional outbound marketing tactics marching up, shafting promotional messages and sales pitches aggressively in front of our faces.
Using a soft, subtler approach, inbound marketing has taken over every digital industry.
In a nut shell, what does inbound marketing function to achieve? A long term, valuable sordid customer relationship that always, ultimately lead to sales. Sounds simply too good to be true? Well, you’ll see how inbound marketing and e-commerce are a perfect match.
In this modern day, the internet is the first place your customers go to find out more about your business. While every company has a website today, most are shockingly not optimizing it to be sales effective.
Inbound marketing revolves around the strategical approach of earning audiences organically.
It is imperative that your website is hauling the traffic you want and attracting potential customers through a sordid inbound marketing strategy.
Today, find out how the effectiveness of your current outbound marketing techniques will only spiral towards a further decline. Learn 3 core aspects that build up a successful inbound marketing strategy competitive for your e-commerce in 2017.
Before we go on, get your info-load on “7 Pressing E Commerce Trends Every Retailer Should Know In 2017” or download a full comprehensive guide here.
Now, let’s take a look at some sobering statistics:
- 61% of consumers use search engines to read about products before making a purchase.
- 91% of email users have unsubscribed from a company email that they previously opted into.
- 86% of people skip television ads.
- 44% of direct mail is never opened.
- According to a study by Hubspot, 84% of 25 to 34 year olds have left a favourite website because of intrusive or irrelevant advertising.
Why Outbound Marketing Is The Old School Approach, Decreasing In Effectiveness?
- Interruptive: Forcing sales pitches on people without asking them for it, interrupting them for attention.
- It’s aimed at huge audience that might not be actively interested in a company’s product or services. Mass targeting is proven to have a much lower conversion rate.
- Outbound marketing is on a great decline as a result of changing consumer behaviour that is getting more rapid and unpredictable in modern times. While inbound marketing aligns strategical initiatives according with consumer’s buying behaviour, outbound marketing does the converse.
- Buyers today are empowered with research ability due to proliferating search engines. They want control over what information they are exposed to. Outbound marketing techniques work the opposite, hence are found annoying by consumers of the modern day.
- Print campaigns and other outbound marketing tactics come with a hefty cost. Inbound marketing on the other hand is proven for its ability to greatly optimize a brand’s marketing cost and for a repeated long haul.
Convinced yet? Now let’s get to real work, putting together a winning inbound e-commerce strategy you’ll need to outlast market competitiveness this year.
3 Core Aspects To Build A Winning Inbound Marketing Strategy For Your E-Commerce
1. Attracting Qualified Visitors To Your E-commerce Store
Attracting more qualified visitors is a combination of technical SEO, foundational content writing, strategic content creation and social promotion with consistent managing. Everyone wants more traffic to their online site. If you consider yourself an experienced eCommerce owner, you’d have realised by now that not all traffic is good traffic. You also want your traffic to be qualified.
Here are some smart tips for you to check your e-commerce practices against:
- Create Personas: Personas are the foundation of any marketing strategy. Building persona is the process of developing a composite idea of your prospective customers. Detailed research needs to be done on your personas in order to be attracting them to your ecommerce site, to produce the right content that cuts through all the noise and successfully reaching them.
- Build your site to be technically sound and SEO-proofed. It’s no longer a secret that Google trawls for fresh content, and it goes without saying that good search engine rankings are essential for a successful eCommerce store. Studies show that the second page of Google search only receives 0.85% of traffic compared to the first. So, you’d really want to get your store on the first page for as many of your “keywords terms” as possible. Not a pro in SEO? Download this SEO guide now.
- Prune pages and site segments that are not driving traffic and sales revenue
- Optimise your content with keywords and most relevant informational research for your prospective audience.
- Stand out from your competitors with unique content and a sound web design strategy.
Attracting Partnerships With Inbound Marketing:
Inbound methods offers the opportunity for different kinds of partnerships by drawing suitable, interested partners “inwardly”. eg. e-eommerce sites use affiliate marketing (podcasts and webinars) as a strategy for spreading the word about their products and services. Inbound marketing allows people to identify with your eCommerce’s brand message and vision. If aligned, they will be keen to be involved with a partnership as affiliates.
2. Converting Traffic To Qualified Leads & Closing Their Sale
Ask yourself these determining questions in consideration of your existing e-commerce website:
- Is your website collecting prospective audience’s contact information?
- Are you segmenting your leads efficiently and accurately?
- Do you have automated workflows set up, triggered for different lead targets with specifically different strategies?
If you’re answering no to any of these 3 salient questions that determine the competitiveness and revenue-earning efficiency of an eCommerce business in 2017, you’re losing money wastingly every passing second.
An e-commerce website can take many actions to convert visitors to leads. What is considered a qualified e-commerce lead?
A site visitor becomes a lead when they give you their contact information in exchange for valuable buyer’s informational content. eg. email address, name and phone number.
Getting a prospect’s email address is merely half the battle won.
Find out how to convert these leads into customers below.
Content Marketing: Serving Up The Right Content For Lead Nurturing
50% of qualified leads are not ready to make a purchase when they first convert.
Inbound marketing serves to usher them smoothly through the sales funnel till the final purchase decision stage. This is converse to outbound marketing tactics pestering prospective audiences with old forms of selling eg. frequent sales calls.
Different actions or workflows should be planned according to the type of lead you receive at different stages of sales funnel. Remember not all your users are at the same buying stage (some may be more ready to buy than others). Your marketing strategy should hence be smartly planned accordingly for the different buying stages your users are at. Strike while the iron is hot eg. with a ‘Buy Now’ button at pages where your users are presumedly read to buy; gently solve the problems of your users who are at a primary buying stage and move them down the sales funnel.
Email Drip Campaigns
Email drip campaigns is a successful type of workflow automation you can implement to help convert lead into customers. Once you have a lead’s email address, be on board to start the nurturing process and engaging them. Offer them useful, interesting, impressive problem-solving content and information.
Product Feeds And Recommendations
Entice your users with coupons or discount personalised and customised to their previous purchases, previously viewed items or purchases or occasions celebrated by their demographic group (eg. valentine’s day, mother’s day, birthdays, etc.) or target them according to the geographical location they reside (geo-targeting is a great tactic if you have a linked brick and mortar retail store)
3. Delighting And Remarketing
Delight Customers Turning Them Into Promoters
Now you’ve earned another customer, what do you do? It’d really be a grave mistake to just end the sales process here. In the inbound methodology, this stage functions as the final one in the entire loop cycle that purposes as a continuous repeat.
Pipe up your Content Marketing game a notch higher here at this stage.
Continue feeding your now customers great, useful, detailed content. Its time to turn them into promoters and evangelists of your brand. Impress and wow them continuously with your customer service, attentiveness and consistency.
You could stay in front of your customers in this ‘delighting’ stage in 2 ways.
- Send personalised messages at the right time after their purchase. These could be a thank you message, a promotional offer or even simple past purchase reminders.
- Remind customers when they need more of a “replenishable” commodity or a second follow up service.
Remarketing: Recovering Browsers And Abandoned Shopping Carts
Here’s some pretty alarming data for all e-commerce marketers:
- It is reported that 67.91% of online shopping carts are abandoned.
- The travel sector has one of the highest abandonment rates of any ecommerce vertical, at almost 85%.
- Completion rates on desktop and tablets hover around 13% – but mobile completion rates stand at just 8.5%
- Average shopping cart abandonment rates for checkout pages are as high as 87%, and this rises on Fridays, Saturdays, and Sundays – as high as almost 90%.
What do you do with the web browsers of your site that viewed a certain product or page but did not make a purchase.You didn’t manage to convert them this time round.Do you have a great browse abandonment recovery plan?
Exit-Intent Technology: The ‘Pull-back’ Method
Exit-intent technology is able to detect a visitor about to abandon a website through mouse pad tracking in milliseconds. This technology allows recording of visitor activity. Using a predictive algorithm, it is cleverly able to detect abandoning visitors.
With this smart technology, an attention-grabbing, last-chance offer is presented to the abandoning prospect, enticing visitors to take action right before abandoning the site, in attempt to bring them back.
Creating An HTML Abandoned Cart Email
The implementation of abandoned cart emails varies from platform to platform. Some platforms require third-party plugins, whereas others have the functionality built in.
Cookies make sure visitors’ carts are intact when they decide to come back to your site. There are two types of time length cookies. The first are session cookies (aka transient cookies). They are triggered when a visitor logs onto the site. When the person leaves, so does the session cookie. The second type are set the first time a person visits a site. They remain there for a specific length of time until the visitors come back to their cart. Click here for more professional e-commerce solutions.
Customized Retention Marketing Programs
So, your eCommerce site has a consistent 10% conversion rate and you’re doing pretty good. But wait, hold your horses right there.
What about the other 90% of your visitors? Do you know how much potential revenue you’re losing not having a strategical e-commerce Retention Marketing plan
Fret not if you don’t. We have a complete guide ready at your feet.
“Best-in-class ecommerce sites know how to use inbound marketing techniques to grow their reach and effectively turn interested site visitors into sales over time. They also closely track all behavior on their site that results in email list growth or new customers, ensuring they can do more of what works to create a finely tuned ecommerce machine.” –Hubspot, 2017
Before you get on revamping and blasting your e-commerce business to its greatest success, first get a throrough understanding of the priceless inbound methodology with “10 Powerful Inbound Marketing Charts” (for easy reading) right here.