A solitary abandoned cart might seem inconsequential in the bustling digital bazaar that is the eCommerce of today. Yet, when looked at collectively, these unclaimed carts represent a staggering amount of potential revenue slipping away. 

What causes a customer, eager to purchase, to suddenly change course? The list of reasons might be endless, but the most common are:

• High shipping costs or long delivery times: rapid and affordable deliveries are the expectation, not the luxury.
• Complex checkout process: a labyrinthine checkout can deter even the most enthusiastic buyer.
• Security concerns: with the world rife with cyber threats, customers need to be assured of their data’s safety.
• Limited payment options: a restricted choice can mean a lost sale, as customers have varied payment preferences.
• Website errors or slow load times: a seamless online experience is paramount; glitches can quickly divert potential sales elsewhere.

The real question, though, is how can businesses address these issues and win back these customers?

The path to resolution is multifaceted, yet incredibly rewarding for those willing to invest the effort. As we dive in, we will explore proven techniques and considerations that not only tackle the root causes of cart abandonment but also provide strategies to reclaim potential revenue. 

Proven Techniques for Cart Recovery

The task of addressing cart abandonment is akin to a surgeon wielding a scalpel: precise, calculated, and aiming for effective results. While recognizing the root of the problem is paramount, the real magic unfolds when businesses deploy actionable solutions. 

These tried-and-true techniques are not merely strategies but powerful tools that can significantly transform the landscape of eCommerce. They don’t only help retrieve lost opportunities but also fortify their brand’s digital presence. 

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These proactive solutions are some tried-and-true techniques:

Personalized Email Campaigns

In the vast sea of the digital realm, personalized emails act as lighthouses, guiding customers back to their intended purchases. Generic emails easily drown in the cacophony, but those tailored to an individual’s preferences stand out, signaling care and attention. Here’s a short how-to:

• Craft tailored content — beyond just mentioning the product left behind, consider integrating aspects of their browsing behavior. Perhaps they looked at a specific category multiple times? Highlighting products from this category can remind them of their initial interest. If they’ve been a repeat visitor or customer, reference their loyalty, maybe even offering them an exclusive deal as a token of appreciation.
• Behavior-triggered reminders — timing is crucial. Sending an email too soon can feel pushy, while waiting too long might mean they’ve lost interest or found an alternative. Optimal timing, often within a few hours to a day, can be the sweet spot. Moreover, making these reminders interactive, perhaps with engaging visuals of the product or an enticing call to action, can further the chances of re-engagement.
• Segmentation mastery — beyond just past purchases, consider segmenting based on how they’ve interacted with your site. Did they read blog posts? Watch videos? Use this information to craft messages that speak directly to their engagement style and preferences.

Time-Sensitive Incentives

The ticking clock of time-sensitive incentives can often be the gentle push customers need to complete a purchase. However, the intricacy of implementing them demands a nuanced approach. The basics include:

• Varied incentives — a diverse range of customers means a variety of preferences. Some are motivated by direct price reductions, while others find value in added benefits. For instance, a discount might appeal to bargain hunters, but a complementary product could entice those looking for added value. Offering loyalty points can be especially effective for repeat customers, making them feel their loyalty is being rewarded. Regularly rotating these incentives and monitoring which ones drive the most conversions can help fine-tune your strategy.
• Strategic timing — beyond just the time of day, consider the customer’s journey. For instance, if they’ve visited the product page multiple times over a week, this might be an indication of high interest but some reservation. A timely incentive, presented during their next visit, could be the catalyst for conversion. Seasonal offers, during holidays or special occasions, can also drive up sales, tapping into the festive purchasing mindset.
• Balancing urgency and pressure — the language of urgency is delicate. While “Only a few left!” can motivate, overuse can lead to skepticism. Authenticity is key. If you’re offering a limited-time discount, maybe provide a brief reason, such as clearing out end-of-season stock, giving customers a rationale they can appreciate.

Engaging Retargeting Ads

The digital space is filled with distractions, and retargeting ads serve as persistent reminders, guiding potential buyers back to their initial interests. Here’s the 101 for retargeting:

• Platform-specific content — dive deeper into the analytics of each platform. For example, Instagram, being visually dominant, might benefit from high-quality images or short videos of the product in use. LinkedIn, with its professional audience, might resonate more with B2B products or services, emphasizing efficiency and value-addition.
• Narrative — building on the idea of storytelling, consider creating a series of retargeting ads that narrate a journey. Begin with reintroducing the product, followed by showcasing its benefits, and culminate in presenting a compelling offer. Customer testimonials, expert endorsements, or even showcasing the product’s origin story can add layers of depth and trustworthiness.
• Budget allocation and ROI — diversify your retargeting budget. While it’s tempting to heavily invest in platforms where most of your audience resides, don’t overlook emerging platforms or ones where competition might be lower. Regularly reviewing metrics like click-through rates, conversion rates, and overall ROI ensures you’re getting the best bang for your buck. Adjusting your strategy based on these insights can result in more effective campaigns.

Optimizing the Checkout Process

The final frontier in the buying journey, the checkout process, demands meticulous attention. Any friction here can swiftly turn a potential sale into a missed opportunity. What you don’t want to miss out on is:

• Intuitive design — elevate the user experience. Incorporate visually pleasing elements like icons that denote each step, or even progress bars to give users a sense of how close they are to completion. Real-time validation, where form errors are highlighted immediately rather than after submission, can prevent user frustration and streamline the process.
• Reducing drop-off points — implement feedback loops. If a user does abandon their cart, consider prompt surveys or pop-ups asking why they chose not to proceed. This direct feedback can be invaluable in identifying and rectifying friction points. Also, offer multiple payment gateways. Some users might prefer direct card payments, while others might lean towards digital wallets or even cash on delivery, depending on your region.
• Mobile-first design — the rise of m-commerce (mobile commerce) demands an impeccable mobile experience. Beyond the basics, incorporate features like digital wallet integration for faster checkouts, image zoom functionalities for better product viewing, and quick customer support access, such as chatbots or live chat, ensuring any last-minute queries or concerns are promptly addressed.

Additional Considerations: User Trust, Delivery Concerns

Beyond the primary strategies lie nuanced layers of consideration that, while subtle, can significantly influence a customer’s buying journey. These are often the finer details that a business might overlook in the broader eCommerce strategy. 

However, when addressed with care, they can provide the extra push needed to convert a tentative cart into a confirmed purchase. Here are the most common ones:

• Exit-intent pop-ups: These are last-minute saviors. Just as a user is about to leave the site, an attention-grabbing pop-up can present an offer or remind them of their abandoned cart. For maximum impact, the content should be compelling, the design eye-catching, and the offer genuinely valuable.
• Cart recovery emails: More than just a reminder, these emails serve as a bridge. They can offer insights into what the user might be missing out on, present additional incentives, or provide assurance regarding any concerns the user might have had. Crucially, the timing and frequency of these emails should be optimized — too soon might seem pushy, too late and they might’ve lost interest.
• Social proof: Trust is a currency in the digital marketplace. Showcasing genuine customer reviews, testimonials, or ratings can instill confidence in potential buyers. Additionally, displaying trust badges or security certifications assures customers that their data and transactions are safe.
• Highlighting seamless delivery options: For many, the uncertainty of delivery times and options can be a deterrent. Clearly presenting diverse delivery choices, estimated times, and any associated costs can alleviate these concerns, making customers more comfortable with completing their purchase.
• Advantages of partnering with 3pl companies: Efficient and reliable order fulfillment can make or break the post-purchase experience. Do your homework and find out what is a 3PL — third-party logistics companies can offer better delivery timelines, track packages more accurately, and boost overall customer confidence in the brand.

The beauty of these additional techniques lies in their ability to address the more intricate concerns of customers. While the core strategies tackle broader issues that lead to cart abandonment, these supplementary methods cater to the finer points of the shopping experience. 

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They speak to the subtleties of trust-building, reassurance, and personalized engagement. Together, these refined touches, combined with the foundational techniques, create a holistic approach to counteracting cart abandonment and maximizing e-commerce potential.

Takeaways

Navigating the challenges of cart abandonment is akin to piecing together a jigsaw puzzle. Each solution is a vital piece that, when placed correctly, completes the picture of a successful eCommerce venture.

Addressing cart abandonment is not just about reclaiming lost sales; it’s about understanding and catering to the evolving needs and concerns of the modern shopper. It’s also essential to remember that the digital landscape is ever-evolving — as technology advances and consumer behaviors shift, businesses must remain agile. 

Continual testing, adaptation, and learning are crucial. Every interaction, feedback, and metric can offer insights that, when acted upon, can refine and enhance the shopping experience.

The journey to countering cart abandonment may be intricate and demanding, but the rewards — in terms of both revenue and customer loyalty — are well worth the effort. Businesses equipped with knowledge, determination, and a proactive mindset are poised to turn challenges into opportunities and abandoned carts into flourishing sales.

The post Winning Back Abandoned Carts: Effective Techniques for Cart Recovery appeared first on DigitalMarketer.

Social media has become an indispensable tool for businesses in today’s digital age. You need it to connect with your target audience, boost your brand’s visibility, and drive sales.

But most businesses and even beginner marketers don’t fully understand how to use social media for ecommerce.

If you’re one of them, we’ve got you covered.

Whether you’re new to social media or looking to enhance your existing social media strategy for ecommerce, this blog is here to help.

We’ve compiled ten effective social media ecommerce strategies that can propel your brand to new heights. So, grab your favorite snack, sit back, and get ready to unlock the potential of social media for your ecommerce business.

Let’s get started!

What is Ecommerce Social Media Marketing?

Ecommerce social media marketing refers to the strategic use of social media platforms to promote, sell, engage, and support customers in the context of ecommerce.

Some of the most common ways brands use social media for ecommerce marketing include:

• Setting up online shops and selling products directly on social platforms (this is known as social commerce)
• Promoting brands on social media accounts and driving traffic to online stores (ecommerce websites)
• Replying to customer queries and engaging with potential customers to build trust
• Offering customer support before and after sales
• Using customer insights and data to revamp marketing strategies

But why do brands do all of this? What’s the benefit of having a social media presence? Let’s try to understand.

What Are the Benefits of Using Social Media for Ecommerce?

Social media is a game-changer for ecommerce businesses, offering a wide array of benefits, such as:

1. Increasing Website Traffic & Generating Leads
2. To Build Brand Awareness
3. Building Customer Loyalty & Trust
4. Acquiring New Customers
5. Creating Opportunities for User-Generated Content (UGC)
6. Improving Customer Service
7. Engaging with Target Audiences in Real-Time
8. Enhancing SEO Efforts & Search Rankings

Fact: Did you know that online stores leveraging social media networks drive 32% more sales than those that don’t? (WPForms)

This stat alone should get you excited about crafting an effective social media strategy for your ecommerce business!

So, now that you know what ecommerce social media marketing is and the benefits it offers let’s look at how to use it.

10 Powerful Social Media Ecommerce Strategies

Here are ten powerful social media ecommerce strategies you can employ to drive sales for your brand:

1. Set Clear Goals

Setting clear and measurable goals should be the first step in your social media ecommerce strategy. Goals will provide you with direction, help measure success, and hold you accountable.

But what kind of goals should you set?

The most common ones can be:

• Drive Sales on Your Social Profile
• Drive Traffic to Your Ecommerce Store
• Get More Customer Queries/Leads

Other than these, you might want people to subscribe to your newsletter or loyalty programs.

These and other similar targets could all be part of your e-commerce social media goals.

But the important thing here is to decide whether you want to do social selling, social commerce, or social media ecommerce marketing.

Social Selling vs. Social Commerce vs. Social Media Ecommerce: What’s the Difference?

Social selling is the practice of using social media to attract your target audience, engage with them, and nurture your relationship with them.

You don’t actually sell them anything but make them remember and trust your brand or business. So, when they’re in the buying mode, they know who they’d be calling – that’s social selling!

Social commerce involves marketing and selling your product (or service) directly on social media platforms.

Social media users can stay on their social profiles, read about the product/service, and buy it — all of this without leaving the platform.

Facebook, TikTok, Instagram Shops and Pinterest Product Pins are typical examples of social commerce being executed.

Social media ecommerce marketing is what we’re studying in the blog right now: marketing your product, generating leads, and helping future prospects on social media but then driving them to your online stores.

So, first, decide what it’s gonna be for you and then move forward.

2. Build Your Social Media Strategy for Ecommerce

After you’ve set your goals, build a comprehensive ecommerce social media marketing strategy that helps you achieve them.

Your strategy should include the following:

Define Your Target Audiences

• Who are your potential customers?
• Are they millennials or Gen Z?
• What do they like and dislike?
• What interests them?

These insights will help you create relevant content, campaigns, and offers.

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Create Relevant Content

• Research the type of content that resonates best with your target audiences — blogs, videos, images?
• Study your target market and see what kind of content attracts them.
• Use this knowledge to create content that will help you engage with them.

But before you can do any of this, there’s an even more important decision to make: “What platforms should you choose?”

3. Choose Your Preferred Social Media Channels

Which social media platforms should your business have an active presence on?

This largely depends on who you’re targeting. For example, Gen Zee tends to be more active on TikTok and Instagram, while millennials prefer Facebook and Twitter.

But don’t depend on our or somebody else’s opinion. Study your target audience and see what the data suggests.

For instance, if your target audience primarily comprises women, it might be a good idea to have a Pinterest profile. Why? Because women make up 60% of all Pinterest users!

Similarly, you can study age demographic stats and see where your audience spends the most time and choose a platform accordingly.

Besides your target audience, also consider each platform’s features and ROI. It doesn’t make sense to invest heavily in a channel that won’t give you the desired results.

So, think carefully and choose wisely!

4. Optimize Your Profiles

Once you’ve chosen the platform(s), it’s time to optimize your profile.

Make sure that all your social media profiles have the necessary information about your brand and products, such as its logo, contact details, website URL, etc.

This will help customers get to know your business better and trust you more.

Also, don’t forget to do proper keyword research. It will help you figure out the best words to use in your descriptions and hashtags to use in your posts to get more people interested.

5. Have a “Mobile-First” Approach

Out of 4.48 billion social media users, 99% access the websites or apps through a mobile device – backlinko.

What does it tell you?

You must adapt your ecommerce strategy accordingly and make sure that all content looks great on small screens too.

Here are some tips to optimize your social media accounts:

• Invest in creating high-quality visuals that look great on small screens.
• Make sure your website is mobile responsive, and the checkout process is easy to complete.
• Utilize mobile advertising tools like Facebook Ads, Instagram Ads, etc.
• Use shorter hashtags and URLs to make them easier to tap or type on mobile keyboards.
• Use a clear call-to-action in your posts so that users can take action right away.

Important: Having a responsive and easy-to-navigate ecommerce website is super important – don’t sleep on it!

6. Employ Chatbots

Chatbots are like your brand’s trusty sidekick in the world of social media ecommerce!

Did you know that around 50% of people are totally on board with making a purchase through a website’s chatbot using conversational marketing? That’s right! These friendly virtual assistants can offer personalized and real-time assistance to your customers, making their shopping experience a breeze.

Need product recommendations? Chatbot’s got you covered!

Have a question about shipping? Chatbot’s got the answer!

By having chatbots as part of your social media ecommerce strategy, you can provide instant support, boost engagement, and, most importantly, drive those all-important sales.

So, why not harness the power of chatbots and make your customers’ journey even more enjoyable?

7. Leverage UGC (User-Generated Content)

UGC refers to content created by your customers, such as reviews, testimonials, photos, and videos featuring your products.

It’s one of the most powerful tools for driving engagement and boosting sales.

Why?

• It’s like having an army of brand advocates who are eager to spread the word about your offerings.
• UGC showcases real-life experiences and authentic customer interactions with your brand.
• It builds trust and credibility among your target audience as it comes from real customers.

Plus, it’s not just about showing off your products – it’s about making customers feel part of a community. It shows that you value their input and recognize their contribution to the brand.

So, why not include UGC in your social media ecommerce strategy?

Encourage your followers to post pictures with their purchases, use relevant hashtags, and provide incentives for doing so.

8. Publish Short-Form Content

Today, short-form content reigns supreme! With dwindling attention spans, social media users prefer watching short, 30sec-1min videos instead of reading text.

This is exactly what brands need to capitalize on and capture their audience’s interest quickly and effectively.

But what kind of short-form content can you create to engage your social media followers? Here are some ideas for short-form content:

1. Tips & Tricks: Share bite-sized advice and hacks relevant to your industry.
2. How-Tos: Break down complex processes into step-by-step guides.
3. Behind the Scenes: Offer glimpses into your brand’s inner workings.
4. Quick Product Demos: Showcase your products’ features and benefits in short videos.
5. Inspiring Stories: Share stories that evoke emotions and inspire action.

Remember to keep your content visually appealing, concise, and shareable.

Try different formats like Reels, Stories, or TikTok-style videos to maximize engagement and captivate your audience instantly!

9. Collaborate with Influencers

Did you know that a whopping 72% of Gen Z and Millennials are avid followers of influencers on social media? That’s right!

Influencer marketing has taken the digital world by storm, and it’s an incredible opportunity for ecommerce brands like yours to connect with your target audience in a meaningful way.

Here’s how you can incorporate influencer marketing into your ecommerce marketing plan:

• Find Relevant Influencers: Look for influencers who align with your brand values and target audience.
• Set Clear Objectives: Define your goals for the influencer campaign to guide your strategy.
• Prioritize Authenticity: Encourage influencers to create genuine content that resonates with their audience.
• Foster Creative Collaboration: Involve influencers in the creative process to showcase your products in their unique style.
• Track Performance: Measure the success of your campaigns using tracking tools and unique discount codes.
• Consider Long-term Partnerships: Build strong relationships with influencers for ongoing brand integration and audience connection.

By collaborating with influencers, you can amplify your brand’s reach, enhance credibility, and drive meaningful results in the competitive ecommerce landscape.

10 . Track Progress & Evolve

Tracking and analyzing the results of your social media ecommerce strategies is vital for ongoing success.

Analytics tools can give you valuable insights into audience demographics, reach, and engagement.

Platforms like Facebook, Instagram, and Twitter provide built-in analytics dashboards to assess post performance. Use them to understand audience behavior and analyze what’s working for you.

Similarly, monitoring ad performance is especially important if you’re selling directly on social media. Tracking metrics such as click-through rates, conversion rates, and sales will help you assess the effectiveness of your ads and make data-driven decisions.

Besides analyzing your social media posts, keep a close on your website analytics (Google Analytics) to measure the impact of your social media campaigns. See which platform gets you the most traffic and which one’s not doing the job.

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But remember, tracking progress isn’t just about numbers; it’s about understanding your audience and their preferences.

Use the data to identify patterns, trends, and customer behaviors that can shape your future strategies. Adapt and evolve your approach based on these insights to ensure continued success in the dynamic world of social media.

Supercharge Your Ecommerce Journey with Social Media

So, this is it — use this 10-step strategy to build an effective ecommerce marketing plan on social media and drive real results for your brand.

If you find tracking progress and analyzing data challenging, consider completing Digital Marketer’s Social Media Certificate.

This short but in-depth program can help you master the art of creating an effective social media strategy for ecommerce to drive engagement and revenue for your business.

Sounds like too much work? Mongoose Media is an award-winning, modern digital marketing agency. They can develop & execute effective strategies to maximize your brand’s online presence and drive sales.

Don’t hesitate to reach out and take your ecommerce business to new heights!

The post 10 Strategies to Mastering Social Media for Ecommerce appeared first on DigitalMarketer.

Digital marketing is becoming more and more competitive.

According to Census Bureau’s data, almost 5.5 million new business applications were filed in 2021, which is a 53% increase from 2019.

Hit by global lockdowns and deprived of most traditional means of attracting customers, most of those businesses turned to the Internet in an effort to build traffic and sales.

This resulted in a higher than ever digital marketing competition.

How can a small business compete with that?

How can you generate sales from your small business website in this competitive environment? 

Here are some solid ways to do that.

1. Formulate a Plan

Successful planners often make successful entrepreneurs, laying out detailed (yet actionable) goals every step of the way. The fact of the matter is that if you have numbers you want to hit, you’ll be much more likely to have them in mind and aim to reach them constantly. 

Write them down and keep them somewhere so you can continually reference them throughout the year.

Create a Sales Plan

A sales plan is designed to outline your goals, tactics, audience, and potential hurdles. After laying out a sales plan, you’ll come away with concrete, measurable goals, including revenue targets and deadlines for hitting each metric. 

You’ll also spend time identifying your target audience, which will be crucial for success in marketing. Creating a sales plan is a necessary first step in meeting your overall business goals.

Create a Prospecting Plan

Think of your prospecting strategy as a guidebook for your sales team (even if your sales team is just you). It should cover all of your preferred sales methodologies, as well as information on who to target. 

Ask yourself which form of selling most closely aligns with your business and its goals, from cold-calling to trade shows, to a 100-percent-digital strategy.

2. Market Your Business

Building a good marketing strategy really comes down to two crucial factors: 

• Understanding your audience 
• Getting your product or service in front of your target audience. 

Anything you can do to gather information on your target demographic and then to effectively, affordably market to them will get you ahead in marketing.

Leverage 360-Degree Digital Marketing

Depending on the type of business you operate, you can probably get away with a fully digital marketing strategy. Focus on the most affordable methods first, such as building out your social media  and local business profiles. 

Social media is the best option for connecting with current, and future, customers. Consider pay-per-click and performance-based marketing options, such as affiliate marketing. This will help you get your product or service in front of a bigger audience for a much lower up-front spend.

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Make Sure You Have a Loyalty Building Plan in Place

It is hard (and in many niches impossible) for small businesses to develop solid and consistent traffic generation methods.

So focus on retaining those customers that did find you and turning them into brand advocates.

There are many ways to achieve that, so create your strategy based on your business and product specifics:

• Set up a dedicated spot for your customers to become part of your community
• Use a solid CRM solution to organize customer relationship management process and identify steps where it may be failing
• Reply to comments and reviews when your customers are discussing your product or asking questions
• Encourage user-generated content by offering perks in exchange for sharing an unboxing video, a photo review of your product or a tutorial on making the most of it.
• Offer exclusive deals and packages. vcita offers a “Packages” feature that allows small businesses to bundle several services together and sell them as a package deal online at a discounted price. You can use vcita to create unique packages for your return users:

Research Niche Gaps and Competitors’ Fails

What are your competitors missing? Which features or products are they seeking and failing to find? You can actually turn the poorest experience into a business opportunity, if you learn to identify that opportunity.

Researching niche gaps is a great way to find a sweet spot for your business to stand out. SE Ranking competitive research tool allows you to identify your competitors’ strongest and weakest side. 

You can also use its keyword research tool to find searchable keywords that don’t have much competition (this is a great way to find what’s on demand but without a solid offering).

Social media listening is another great way to find customers who are dissatisfied with your competitors and identify what your competitors are doing wrong (and how you could fit in):

Make Sure People Can Find Your Business

Start by implementing the basics, including a well-optimized website and a detailed listing on Google’s My Business Profile platform (if you are operating a local business).

Optimizing your website through proven search engine optimization (SEO) tactics—such as including relevant keywords and building out detailed, useful pages—is an easy way to ensure that people can find your business. 

Plus, besides the time you spend writing the copy, it’s free! This is also extremely important for small businesses. Text Optimizer is a great tool to help you create a highly-relevant copy:

Encourage Cross-Business Collaboration

As a small business owner, you may not have a ton of employees but it is still important to keep them excited and motivated. Encourage your employees to submit content ideas, feature your team members on your social media profiles, let them contribute to your social media channels, etc.

Keep your team together even if you don’t have an office. Your employees need to be part of the family, and an effective communication strategy is vital for any business. Nextiva offers affordable small business communication solutions which will keep your team together:

3. Analyze & Adapt

Too often, businesses funnel big money into marketing and development without investing in detailed tracking and analytics. But you need both to thrive. 

Why does data matter so much for boosting sales? Because it allows you to measure—usually, in concrete numbers—exactly what’s working and what’s not working, and then it forces you to adapt accordingly. 

Be sure to track your results over time, so you know what strategies are working or if you need to pivot your plan. It is important to keep in mind seasonality, or any other factors, that naturally fluctuate your business, so you can accurately predict results.

Invest in Analytics Tools

Luckily, many digital marketing platforms include built-in analytics, but what about when you’re trying to track something that’s not single-platform based? Often, you can add tools and plug-ins to your website or store to keep track of where sales are coming from and other metrics. 

Using a comprehensive Rank Tracker that can connect many data points (rankings, traffic, conversions, etc.) is also essential:

Track All Demographics

As long as you have permission from your user or consumer, you can gather as much demographic information as possible. Pay close attention to patterns that emerge with regard to age, gender, geographic information, income, and education level. 

This will help you figure out exactly where to funnel your promotional dollars, including which social media platforms to advertise on and which affiliate websites or blogs to partner with.

Put Your Data to Use

What good is a fleshed-out set of data if you don’t put it to use? Make sure you’re using every single finding to keep your business agile, adjusting as needed to different consumer preferences and market trends. 

Be patient with your analytics, keeping a close eye but not being obsessive. In time, you’ll have a solid bank of information that will tell an obvious story about where you should take your business next.

Ask for Feedback and Focus on the Customer

A good sales strategy is one that serves both the seller and the consumer. As you’re going through your first year or two in business, make sure to always keep your ears open to feedback, focusing on specific ways you can improve the customer experience. 

Remember that happy customers tell their friends when they’re both satisfied and dissatisfied with a business, so keeping them smiling can help you grow your sales exponentially without you having to do anything at all!

User experience is a vital part of business success both on the web and in real life. If a customer had a positive experience and can leave a review, that will be invaluable when others are looking for similar products.

Positively interacting with customers and ensuring their satisfaction, will not only encourage them to return but also recommend your products to others.

Even though the Internet is getting super competitive, there are still a lot of opportunities to start a successful home-based business and set up a small business that will stand out. All you need is a plan, a solid technology partner and a good team!

The post 3 Steps to Sell More from Your Small Business Website appeared first on DigitalMarketer.

It’s getting harder to remember a time when the internet didn’t dominate the business landscape. In retail, entertainment, and many other industries, ecommerce and digital services have long surpassed their high-street counterparts. 

So, how exactly has ecommerce changed the way we do business? And, in turn, how has that changed the way we market? First, let’s look at how ecommerce affected the balance of the economy. Then we can start to understand why marketing has had to adapt to new digital techniques.

What is eCommerce and How Has it Impacted the Economy?

Since the early 2000s, the ecommerce market size has been growing rapidly. It only keeps accelerating, too. According to Insider Intelligence, US ecommerce sales are predicted to pass $1 trillion in 2022. Worldwide, they expect to see $5 trillion in ecommerce sales. 

Image sourced from McKinsey

As more businesses had success selling their goods and services online, others naturally followed. We have also seen a change in consumer attitudes as the convenience of online purchases proved popular. 

The fact that the global market size of ecommerce continues to grow reflects these changes. At the same time, advancements in logistics, distribution, and business technology continue to develop to support new ecommerce demands.

Moving Retail Online

When we think of ecommerce, the first thing that comes to mind is online retail. Consumer giants like Amazon have made online shopping fast, safe, and convenient. But small businesses have also found greater success by moving to ecommerce models.

That’s in part due to the greater reach of online channels. Social media and other sources have offered an inexpensive way for SMEs to reach a much wider audience. 

The Rise of On-Demand Entertainment

Growth in mobile device use has grown alongside ecommerce and digital services. Instant access to entertainment on the go is something that modern consumers have come to expect. 

This has led to the success of online subscription services in TV, gaming, and other entertainment. It also developed social marketing through sponsored, promoted, or monetized content on social video apps like TikTok or YouTube.

Small Business Opportunities

E-commerce gives small businesses a chance to compete with the marketing reach of much larger businesses. Through smart social media campaigns, SEO optimization, and other digital marketing techniques, small businesses can cut through the noise in competitive markets. 

Ecommerce Types

There are four distinct types of ecommerce businesses. Each has its own style of marketing. 

Image sourced from Digital Skill Blog

B2B

Businesses that sell directly to other businesses. These include SaaS companies like these providers of small business VoIP in Canada.  

B2C

Businesses sell directly to the customer. This could include online retailers or subscription services like Netflix. 

C2C

Customers selling to other customers. This includes the second-hand goods market and resellers operating through auction sites like eBay. 

C2B

Customers selling to businesses. This one sounds counter-intuitive, but what we’re talking about here is contract service provision. This can include freelancers, product testers, and so on.  

What is the Impact of Ecommerce on Marketing?

Marketing is nothing if not adaptive. As ecommerce has emerged and evolved, marketing has gone through many changes. Starting from simple banner ads and email campaigns, digital marketing has come to mean so much more.

The Decline of Traditional Marketing

As digital e-commerce marketing has grown, traditional marketing methods have fallen out of favor. They haven’t gone away entirely, though, and some businesses still make good use of TV, direct mail, SMS & sales calls, and even the good old billboard. 

New Marketing Channels

The decline in traditional methods was driven mainly by the growth of new online channels. These offer much higher reach at a relatively low cost. Social media sites, in particular, have allowed marketers to interact with their audience in new, more direct ways.

Customer Data & Efficient Targetting 

The most significant advancement in marketing from the rise of online culture is the use of customer data. This part of digital marketing is still advancing as new technologies like data analytics drive marketing insights.

Of course, customer feedback existed before the digital age. Yet, traditional marketing surveys had limited reach, and they could only tell you the customer’s direct opinion. Digital data is not only more accessible, but it also demonstrates customer behaviors. 

In analyzing these behaviors, marketers have found the greatest advantages in demographic targeting and customer engagement.

Free to use image sourced from Unsplash

10 Advantages of Ecommerce in Marketing

Why did ecommerce manage to overtake traditional retail and other markets? Well, there are some distinct advantages that ecommerce provides. 

1. Availability of data
2. Omnichannel marketing
3. Less physical restrictions
4. 24/7 sales & support availability
5. Global reach 
6. Digitization of products & media
7. Social & influencer marketing 
8. AI and advanced BI (Business Intelligence) technology
9. Marketing on the go
10. Marketing automation 

Whether it’s customer data at your fingertips, a global audience, or the ability to advertise straight to a customer’s mobile, ecommerce extends the reach of a business. That extends the reach of your marketing efforts, too. As your reach expands, your ability to target specific users or user groups increases as well.

Ecommerce Areas & Their Digital Marketing Techniques

Digital marketing and ecommerce are related, but they’re not the same. It’s more accurate to say that digital marketing evolved alongside ecommerce. Any business can use digital marketing, even if they only have a minimal online presence.

Website-Based Ecommerce Marketing

Services like Shopify UAE have made it simple for even small businesses to establish an ecommerce presence. These and larger online retailers tend towards SEO optimization as their main driver of traffic. 

SEO optimization is the process of making your site more visible in search engine rankings. It’s a cost-effective way to get your services in front of customers who are making either general or specific searches in your business area. 

On-site marketing is still a popular digital marketing tactic. It works on two levels as well. You can source inbound traffic to your website’s landing page through ads and backlinks on other websites and provide the same service to others to generate additional revenue. 

E-commerce businesses that are focused primarily on their website will also make on-site optimization a priority. Slow-loading websites are a major reason for high bounce rates in ecommerce. Your bounce rate increases by 32% as your page load time increases from 1 second to 3 seconds. That means it’s vital your marketing is backed up by good site performance.

Mobile Ecommerce & Mobile Marketing

Mobile apps and mobile browsing are other areas where digital marketing has had to adapt. Standalone mobile apps have led to the growth of personalized marketing via push notifications and in-app advertising. 

Personalization is based on analyzing a user’s habits and tailoring ads and offers to their preferences. This is a powerful tool for increasing ecommerce sales. Studies have found that up to 76% of customers are more likely to purchase from brands that personalize. 

Image sourced from McKinsey

More customers, especially in younger demographics, now choose to browse on mobile devices. That means that web-based e-commerce management has had to react to the shift as well. Mobile optimization is now as important to ecommerce software and sites as their desktop performance. 

Digital marketing for these sites can also take advantage of the benefits that come with personalization. On-site ads and offers, email campaigns, and more can be personalized by leveraging your customer data.  

Social Media Marketing 

Social media marketing is now used across all consumer-facing industries. Many B2B businesses maintain client links in part through social media networks like LinkedIn, too. There’s more to social media marketing than setting up a brand account and posting ads, though. 

Social listening (or social monitoring) is a popular way for marketers to gauge how their business is perceived. This indirect form of collecting customer feedback can lead to insights into your brand awareness and drivers of satisfaction (or dissatisfaction) in customers.

Influencer marketing, where brands work with online personalities, is also part of social media marketing. In most cases, brands target influencers with a highly relevant audience demographic or those with a wide reach (i.e., large follower counts). 

Social media has proven popular as a channel for customer communication, too. Many customers now prefer to reach out to brands with queries over channels like Twitter and Facebook. 

Customers expect quick responses, usually within 24 hours, when they reach out on social media. This means social media managers have become an important asset both for customer service and digital marketing purposes.

Free to use image sourced from Pixabay

Email Campaigns & Digital Marketing for Physical Businesses

Some businesses will never be able to do without a physical location. Even if this is you, you can still benefit from the advancements in digital marketing that have come with ecommerce. 

As we mentioned above, more traditional digital avenues like email marketing can benefit from personalization. Digital services have also integrated older methods of communication that remain popular, like VoIP with SMS functions. 

Final Thoughts: Ecommerce Has Changed Marketing For Good

Ecommerce and the rise of technology in everyday life have changed marketing forever. That doesn’t mean that marketing’s role has diminished, though. If anything, marketing, and especially digital marketing, are more relevant than ever.  

The post How Ecommerce Transformed Marketing  appeared first on DigitalMarketer.

The big season is almost upon us. Is your small business ready?

It is harder and harder to compete with corporate websites with huge advertising budgets.

When just lots of consumers think the term “holiday sales” is synonymous with Amazon and Walmart, it is too challenging to get your products in front of buyers’ eyes.

Black Friday and Cyber Monday routinely transform the fate of otherwise struggling businesses from precarious to solidly profitable. Holidays are a time when people are looking to spend more than usual. 

Millions will shore up their savings year to have the money for the purchases they want. Large brands spend months strategizing the holiday season promotions they’ll roll out to maximize their sales.

Unfortunately, small (ecommerce) stores are frequently caught flat-footed. They don’t invest resources or time into getting their business well-positioned for the looming flood of customers. If large businesses cannot afford to ignore the season, neither can small ones.

Here are three steps content and SEO can help your holiday promotion and marketing efforts:

1. Identify New Seasonal Landing Pages to Put Together and Promote

Holiday season when everyone is busy buying gifts for everyone, including friends, family and obviously themselves, is the season of new unexpected searching trends to emerge. 

People start thinking about buying things differently: They buy not for a need of something, but to stand out and make the best gift.

SE Ranking keyword suggestion tool allows you to research those new buying decisions by allowing you to filter out words you cannot compete with and focus on your niche. You can also filter results by difficulty to find search queries with lower organic competition:

Once you have identified those search queries with big potential, create new landing pages of related products and link to those landing pages from across your site. 

This trick can work for both service- and product-based businesses, because holiday sales are done by all types of businesses these days. For service-based businesses, researching holiday searching trends and bundling services with related products will help boost sales and create word-of-mouth marketing opportunities.

Setting up these seasonal landing pages is also a great idea because this gives you more pages to promote on social media. These could be “collections” of products that would serve a specific holiday searching pattern and all of these could be linked off from the main “Christmas gift ideas” section. You can set these up with plugins for WordPress or “Collections” feature for Shopify.

Depending on the nature of your business, it may be a good idea to set up a separate mini site to make sure your main site remains focused. This idea makes sense when your holiday promotions and lists do not align well with your current brand and product positioning.

Setting up a separate project is quite affordable these days, even for small businesses. All you need is a new domain. You can host it on your current server, and use free CMS (e.g. WordPress) and free themes.

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2. Create Seasonal Content to Target Semi-Transactional & Informational Queries

Many of those search queries you’ll come across will be purely informational. Think about all kinds of DIY ornaments, costumes, packaging, etc. that is being researched prior to the holiday season. 

Informational search intent means a searcher is looking for answers to questions, tutorials and how-to videos without willing to buy anything.

Semi-transactional intent search intent refers to a searching journey that can actually result in a purchase, even though it was initially planned as a research rather than a buying process.

Both of these types of keywords are useful for boosting your holiday sales for a few reasons:

• People may buy even if they didn’t initially intend to buy (hello, holiday impulse shopping!)
• That traffic will enrich your data and grow your audience, so that you can re-engage those people with things like retargeting ads (i.e. ads targeting the past users of your site).
• This content brings brand awareness, especially if it attracts bloggers and journalists who can link to your site.

It all comes down to:

• How well your content engages your audience
• How well your content is optimized for conversions using contextual calls to action.

To give you just a quick of how content may turn readers into buyers, here’s two examples of contextual CTAs in action:

And here’s another example, only in SaaS industry:

Note how contextual CTAs in this example perfectly align with content on the page. That is exactly why you need to develop lead magnets for just about any content you put on your blog.

3. Identify Your Best Timing

Your own web analytics will give you lots of clues as to when your past-year’s holiday traffic started peaking. 

Google Trends is another great tool to identify the best timing for your seasonal content and its promo to start. For example, based on that tool, it looks like the interest in “ornaments” starts growing consistently mid-October, year after year:

Another tool that is helpful for picking your timing is Visualping that offers a cool SEO monitoring feature allowing you to monitor your competitors’ landing pages to be the first to know when they put up their holiday promos. 

With this trick, you’ll never be behind your competitors in starting your pre-holiday marketing.

Conclusion

Holiday season is overwhelming for small businesses trying to make the most of consumers’ hectic buying decisions. Discoverability becomes the most important marketing factor when urgent and impulse shopping drives consumers to buy the moment they see what they need (even if they didn’t know they needed it).

Holiday marketing starts with thinking about the products you want to be included in your promotion. Next, use your email list to reach out to existing customers with heads-up of what goodies are in store for them. By the time the big season arrives, you need to have all the assets and data ready to start marketing and remarketing your products to your current and future customers.

The impact of the holiday promotion could give your sales a momentum that lasts for months.

The post How to Use Content & SEO to Support Your Seasonal Marketing appeared first on DigitalMarketer.

Did you know that 130 million users use Facebook and Instagram to discover sales and buy products during Black Friday weekend alone? 

This means that setting your shop up for success is an excellent way to attract all shopaholics into your business and make serious money. But, with so little time, how can you know what you’re supposed to do? 

Well, after talking with Meta experts, I’ve put together an easy-to-follow checklist with everything you need to do AHEAD of Black Friday if you want your Instagram or Facebook Shop to be a huge success this holiday. 

So read on, and start planning now!

11 Things you need to do to get your shop Black Friday ready

The key to a successful Black Friday is reaching the right audience with the right products. In years past, this meant a well-placed ad in the local newspaper or a spot on the radio. But today, the best way to reach potential shoppers is through social media. And of all the social media platforms out there, Instagram and Facebook offer the best buying experience. 

Facebook and Instagram Shops provide an easy way for businesses to showcase their products and reach a wide audience, and offer a convenient way to browse and purchase items with just a few clicks. Plus, since most users are already using these social media platforms *we’re talking about more than 3 billion*, it has become a natural way to shop. 

So if you’re a business owner looking to take advantage of Black Friday, setting up an Instagram or Facebook shop is a must, and here are the best tips to do so: 

1. Start planning your holiday strategies if you haven’t already

For many businesses, Black Friday is make-or-break time, when they can either turn a profit or end up in the red. That’s why it’s so important to have a solid plan in place for dealing with traffic. 

By mapping out a strategy beforehand, businesses can avoid being overwhelmed by the high demand and ensure that everyone has a positive experience. This means, planning your offer and deals ahead of time, placing your ads budget, doing product inventory, organizing customer service, etc. 

Regarding offers, Instagram and Facebook Shops allow businesses to set up coupons and discount codes during checkout, and timely offers to display their deals. Offer parity with your site is key. So be sure to review #7!

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2. Update your Meta Shop banners 

In order for retailers to lure customers into their shops, they need to make sure their signage is up-to-date and eye-catching. This is especially true for banners, which are the first thing people see when hunting for good deals and promotions. 

A well-designed banner can help to create a sense of urgency and excitement, convincing shoppers that they need to act now in order to get the best deals. These act as hero images from a traditional site, but for your Instagram Shop.

Additionally, they can be used to highlight specific sales or promotions, making it easy for shoppers to find the products they’re looking for. After all, what good is a sale if no one knows about it?

So if you’re looking to make the most of this busy shopping day, don’t forget to update your social shop banners with eye-catching designs. It could make all the difference in attracting customers to purchase in your store.

3. Make your organic media is shoppable

Facebook and Instagram Shops allow you to tag a product every time you post a picture, reel, story, or video. This is especially relevant because it drives users from an organic publication to your shop where they can check all the information about the item they’re interested in. 

Plus, tagging can give you clean insights to how they’re interacting with products and creatives. 

Hat tip: Did you know that you can tag your products in the description of your feed posts? No more using ‘link in bio’ in your copy for your organic posts. Use the @ symbol and choose ‘products’, once you have found your product select it and BAM, your product is now linkable in your Instagram post’s description!

4. Set your products up for success

Each product description should contain anything and everything a user needs in order to buy. This includes: 

• Engaging and informative product descriptions

Standing out from the crowd of sellers can be especially hard during the holidays. However, a great way to do that is to make sure your product descriptions are clear, concise, and compelling. 

No matter if you’re selling clothes, accessories, or home decor, a good product description will tell potential customers everything they need to know about a product, including its features, benefits, etc. Plus,  it should also be engaging, so that shoppers are tempted to click “add to cart”, so don’t forget about the call to action and use strong and convincing language to urge the buyers to take your deal. 

Be sure to exclude urls in your product description because it’s not allowed. Keep your product descriptions centered on benefits and remember, users often have 1-3 seconds to evaluate the efficacy and interest in a product from a product description.

• High-quality images

Images that are well-lit and clearly show the product details can be the difference between a customer clicking “add to cart” or moving on to the next item on their list.

For Instagram and Facebook Shops, images need to be at least 500×500 pixels. Additionally, it’s important that you include more than just one image and focus on features. 

Extra tip: according to Meta experts, if your product is in the lifestyle category, detailed product images can help you increase your possibilities of making a sale by 6-8%. 

Extra extra tip: Include an image of a customer’s selfie with the product. Showcasing real customers using or holding your product makes a big difference with your conversions.

• Include price, availability, and sizes

No one will buy anything from your shop if you don’t have this information! So check your products and make sure that all of them include the deal price, pieces in stock, and sizes (this one applies only for items that are in categories like: Clothing Accessories, Newborn & Baby Fashion Accessories, and Costume Accessories)

Regarding sizes, you can (and should) add a size chart to help users feel confident in the purchase decisions and potentially reduce return rates. 

Bear in mind: July 2022, Meta changed the basic information each item showcased in their shops needs to have in order to be displayed, so click here to discover everything your products need to have!

5. Update your catalog

An outdated catalog will make it difficult for them to find what they’re looking for, and they may decide to do their shopping elsewhere. 

So, it’s important that you check and update your catalog to display all the products that are on sale to help your customers make important purchase decisions and drive sales. 

Taking this into account, your catalog should: 

• Have all the products displayed with their variants
• Include product details: complete all data fields (materials, ingredients, multiple images, videos, and size charts where applicable)
• Be maintained: update collections with new items and inventory quantity. Regarding this, you can use Meta Pixel to automatically update your catalog and reduce operational load. 

6. Enable checkout on Facebook and Instagram Shops

Redirecting users to your own website or another platform in order to complete a sale is inconvenient and can lead to lost sales. So, it’s HIGHLY recommended that you set up your shop with checkout, if you’re allowed,to help potential customers discover and buy your products on one platform. 

**For eligible stores in the US, all fees are waived through the end of 2022 for enabled checkouts.

Onsite checkout can be set up in Commerce Manager and it’s available for US shops only; it will give insights into shopper demographic and full-funnel conversion data which, in return, can help you optimize your campaigns. 

7. Offer Parity

An Instagram or Facebook Shop is an extension of your store, but in a more consumable form that doesn’t require users to go from a place to another in order to buy something. This means that both should offer the same data: from prices and deals, to contact information and banners. 

Why? Because some people may find your social shop and make their purchase there, meanwhile others would prefer to go to your website to get more information about you, so offer parity is a must if you want to build trust with potential customers. After all, no one wants to find mismatched prices!

8. Enable product reviews 

By reading reviews, users can get an idea of what other shoppers thought of a particular item before they make a purchase and it can help them make informed decisions. That’s why they’re a key player when it comes to driving sales during Black Friday. 

Regarding this, US shops with onsite checkouts have access to ratings and reviews and can manage them in Commerce Manager, which will allow you to check customer feedback and answer them. 

Remember this: you need to have a shop with onsite checkout to enable product reviews and ratings. 

Moreover, it’s possible to import reviews from 3rd parties! For now, Yotpo and Bazarro are active, meanwhile, Okendo and Stamped.io will be available with the reviews section in the next quarter. 

9. Don’t forget about user-generated content

User-generated content has the added benefit of being more authentic and relatable than traditional marketing materials. It’s this human element that can be critical in helping persuade undecided shoppers to make a purchase. In fact, UGC drives a 9% increase in CTA clicks for buy now or view on the website

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During Black Friday, this type of content can be a valuable tool for helping brands connect with consumers and build trust, so it’s important to include it in your strategy. 

For this, you can use images and videos of different customers using, wearing, and loving your products or provide buyers with information like “how to use” or tips that can help them make the most out of an item. 

If you go to the UGC section of your commerce account, you can find UGC that’s ready for potential use in your stories and in your Meta Shops. You can find any images that tagged your handle or used one of your branded hashtags. When you find images that you’d like to use, you can send a request to that user’s profile for permission of usage of that media in your store.

It’s really that easy!

10. Leverage Shopping Ads and Catalog Ads

Instagram shopping ads allow businesses to showcase their products directly in the Instagram feed. 

By tagging product photos with relevant information, businesses can create ads that include pricing, product descriptions, and a link to purchase the product. These ads are designed to be highly visual and engaging, and they provide a convenient way for users to learn about and purchase products without ever leaving Instagram. 

On the other hand, Advantage+ Catalog Ads are a must-try for those businesses that have a large catalog of products and don’t want to be bothered by having to create a different ad per product. Instead, this type of ad helps you to create one campaign for all your products and show it to people that are interested in even one item from your catalog by creating an individual ad. 

By integrating Catalog and Shop Ads into your paid media plan for Black Friday, you can attract possible customers and take them through your sales funnel all in one platform. 

If you’re not familiar with these types of ads, you should start experimenting and scaling them as you see fit from now on! Also, don’t forget to set up your CPA!

*** Black Friday ad ramp up should begin by September 20th. October 15th is the BIG day when everyone enters the Meta Ads marketplace and auction pressure increase***

11. Prepare your customer support service

Answering questions from possible customers in less than 24 hours increases their possibility to make a purchase by 50%, that’s why it’s important to invest in effective customer service to help users get a clear understanding of your business and build trust. 

With Facebook and Instagram Shops, you can get an email every time someone asks specific questions and reply by using the feedback tag on Commerce Manager. These replies become publicly available helping future customers see that social proof to make better buying decisions.

However, this feature is only available if you have enabled checkout and are an admin to the commerce account.

When should you start?

The peak of users eager to get Black Friday deals starts from October 15th to the big date *yes, more than a month before Black Friday*, so it’s crucial that you start optimizing your Instagram and Facebook Shops ASAP. 

And, if you feel like this long list may overwhelm you and already give you a headache, at Mongoose Media we have a team of experts that will take this task from you and make the most out of your shop to go from plan to bestselling during the holidays!

The post What You Need to be Doing NOW to Get Your Shop Ready for Black Friday appeared first on DigitalMarketer.