The number 1 question that we get asked time and time again by business owners is this: “How do I get people to visit my online store, and buy my products?”
This is especially challenging for brick and mortar business owners who rely solely on foot traffic to make sales, and are too tired or busy to pick up a new skill set – digital marketing! As a business owner, marketing online is crucial for your business, and it applies to anyone who is looking to sell their product or service online. In this article, we’ll share the top 3 marketing strategies that have withstood the test of time, and continue to play a vital role in ecommerce today and in the future.
1. Email Marketing
If you aren’t building an email list, and providing your customers with value right in their email inboxes, it’s time to start doing just that. Email marketing is the lowest hanging fruit for a number of retail store and small business owners today.
The basic concept of email marketing is simple. Collect your potential customers’ emails (with their consent) in the form of your own email list, and build your customer base. The money is in the list. As you build your email list, you will be able to nurture your relationship with your customers and send them targeted emails with promotions catered specifically for each customer. Don’t bombard your users with promotions everyday (nobody likes spam!). Generally, a good ratio is 3:1 – for every 3 emails you send your customers on valuable information about your industry, send one promotional email for your product or service.
There are a number of strategies you can adopt to build your own email list:
- Tap on your existing client base. A lot of small business owners who we’ve spoken to are already generating transactions for their business, but they don’t collect their customers’ emails! Giving your customers a one time 10% discount is a great incentive for your customer to sign up to your email newsletter or membership.
- Use a lead magnet. Another way you can get your customers’ emails is to provide value to your customers (in the form of a PDF file or checklist) in exchange for their email addresses.
- Use pop ups on your online store. Its possible to set up pop up notifications on your online store in order to entice visitors to drop their email before they leave your site.
2. Facebook Ads
We know – running Ads isn’t cheap, an in all likelihood Facebook advertising is going to get more and more expensive as more businesses choose Facebook as their source of traffic. The truth is, the fastest way to get more customers to your online store is to run Ads.
Paid advertising is the engine that keeps established e-commerce sites running. We’re talking about the potential of getting a real return for every dollar spent on ads (i.e. Return on Ad Spend). Most entrepreneurs who’ve never ran a Facebook ad before, or worse have only boosted a Facebook post, don’t realise the true potential of scaling Ads. With well built ad campaigns, its possible to scale your business to the moon.
To get started, we suggest this quick hack – Don’t reinvent the wheel. See what’s already working on Facebook and put your own spin on whatever’s already working to suite your business. Check out this blog post on 163 Facebook Ads that you can’t help but copy.
3. Google Ads
Unlike Facebook Ads, where you target Facebook users who may be interested in your offer – google keyword ad campaigns are powered by search intent. It doesn’t get more targeted than this. You have the potential to reach people who are looking for the product or service you have to offer.
Running a google ad does take some research and skill in copywriting. Fortunately, Google has an in built Keyword planner that does a wonderful job at suggesting keywords that you can target on the search engine.
Don’t just rely on Facebook as a source of traffic for your online store. Running Ads on google will help to diversify your source of traffic, and mitigate the risk of not having any users visit your store if one traffic source ends up performing badly.
The three strategies outlined above will continue to stay relevant for the foreseeable future, and may likely be a core part of your strategy to get customers to your online store. Of course, this isn’t everything you can do to drive traffic to your site, but the 3 mentioned above are certainly the most established strategies to get customers to your online store.
At Shopmentary, we’re passionate about helping entrepreneurs generate more sales for their business. Take a look at what we have to offer here.