8 Smarter eCommerce Marketing Strategies That Aren’t PPC
The eCommerce market will be worth a whopping $6.54 trillion by 2022. While shoppers will buy more and more products online, this figure also means that more sellers will step up to fulfill buyer demand.
Translation: eCommerce is getting more competitive.
You’ve got a great piece of the pie right now, but if you want to hold on to your share of the market (and we’re pretty sure you do), you’ve got to think outside the box.
Not all marketing strategies will work for your Shopify store. Nope.
Instead of following someone else’s playbook, you’ve got to create a custom mix of marketing tactics to boost brand awareness, reach more buyers, and drive sales. Be part of the $6.54 billion future of eCommerce.
Follow these 8 eCommerce-friendly marketing strategies to earn more for less hassle.
8 tried-and-tested product marketing strategies
By the way, as much as we love pay-per-click advertising, that’s not going to move the needle for your eCommerce store.
Instead, rely on these 8 strategies that promote your eCommerce store in a more organic, thoughtful way. You might have to spend a little bit of money to get these campaigns off the ground, but the ROI will be so worth it.
1 – Encourage user-generated content
Word of mouth marketing is the holy grail of eCommerce marketing. For one, 92% of customers trust suggestions from friends, family, and popular online figures more than branded content.
User-generated content, or UGC, is the digitized version of word of mouth marketing and it holds so much potential for eCommerce brands.
With UGC, customers share their honest experiences with your brand or your product. That includes everything from customer reviews to unboxing videos to Instagram selfies.
But why do we care about selfies, anyway? UGC matters because:
It builds trust: You need to build trust with customers. After all, if a buyer doesn’t trust you, she certainly isn’t going to trust your products.
It empowers your customers: Instead of bragging about yourself with traditional marketing, UGC helps customers brag about you. Plus, these customers don’t get squat for featuring you; they’re just talking about you because they love your product!
Incentivize your customers to create UGC. Whether you run a contest or exchange UGC for shoutouts, it’s the perfect way to not only engage with shoppers but boost your brand reach in an organic way.
Gifts customers with a free product on their birthday.
Offers seasonal savings and free shipping
Grants access to insider-exclusive events.
Whether you offer a BOGO deal, a stamp card, or a point system, loyalty programs are a slam-dunk for boosting eCommerce sales. Just make sure the rewards are worth it: a $1-off discount isn’t super generous, and it won’t get people excited to shop.
If you don’t want to do a loyalty program, consider a giveaway. People love getting free stuff, and they’ll do a lot to get it, too.
But make sure the giveaway is relevant to your business. A weeklong trip to Paris is a fun prize, but unless you sell berets or baguettes, you’re going to attract the wrong audience. Remember, the goal of the giveaway is to find relevant customers. Give away a years’ worth of your most popular product instead.
3 – Partner with influencers
“Viral” is the golden unicorn of eCommerce marketing. If you can go viral, you’ve hit the jackpot for product sales. One of the easiest ways to go viral is to partner with an influencer.
Influencers have a trusted base of online followers who already trust them.
Instead of nurturing a community for years yourself, you can immediately tap into an influencer’s following to boost eCommerce sales.
Gymshark has a great Instagram influencer strategy that boosts their reach. Gymshark’s Instagram posts frequently tag its network of influencers, appealing to that influencer’s audience while boosting the Gymshark brand.
A post shared by Gymshark (@gymshark) on Mar 6, 2020 at 7:05am PST
You can find influencers by sifting through hashtags on Instagram, but let’s be real: that takes a lot of time, and even if you find an influencer, there’s no guarantee they’re high-quality.
Instead of crossing your fingers and hoping you find a good influencer, go with a secure, vetted platform built for influencer marketing. Trend’s network of screened influencers helps you hit the ground running for pain-free influencer marketing.
4 – Discount (but carefully)
Who doesn’t love saving money? Discounts are an easy way to attract new customers, convert people who are on the fence and bring back past customers.
But you can’t discount willy-nilly. You’ve got to use this marketing strategy carefully.
If you need to get more customer engagement, give SMS marketing a try for your eCommerce shop. SMS marketing gets an impressive 98% open rate (yes, we had to double-check that number) and they’re more deliverable than emails, anyway.
Feel free to keep your email campaigns firing, but don’t overlook the ROI of SMS marketing for eCommerce.
8 – Find affiliates
The great thing about eCommerce is that you can promote so much of your business online. Because of that, you should always take advantage of affiliate programs.