In the ever-evolving world of E-commerce, it’s essential for organizations to have well-planned marketing strategies in order to succeed. An effective E-commerce marketing plan can help build a larger customer base for your business, thereby driving sales and revenue.
Now, we understand not every business owner has the luxury of time to craft marketing strategies for their business. Don’t worry! We’ve done the homework for you.
From our experience in E-commerce marketing, we have compiled a list of 17 best E-commerce marketing strategies that you can implement straightaway in any E-commerce business. Read on to learn more about these strategies.
What Is E-commerce Marketing?
E-commerce Marketing is the use of different tactics and strategies by businesses to promote and sell their products online. There are different goals of E-commerce marketing such as increasing brand awareness, generating leads, driving sales, and retaining customers. To achieve these goals and master E-commerce marketing, one needs a good understanding of online consumer behaviour, as well as a solid grasp of the latest marketing trends and strategies.
Top of the Funnel (ToFu) E-commerce Marketing Strategies
ToFu Marketing Strategies aim to introduce your brand and products to a broader audience, ultimately driving more traffic to your website and improving conversion rates. Here are some of the top marketing strategies you can use under this stage:
1. Optimize Your Website For SEO
Optimizing your website for Search Engine Optimization(SEO) helps your website to appear higher in search engine results pages (SERP). This significantly increases the likelihood of people finding your brand and engaging with it.
SEO is a useful strategy as it helps you attract new visitors, particularly those who are starting to explore their options but are not ready to purchase yet. You are effectively introducing your brand to them at this point with the goal of building a long-term relationship.
Here are some basic tips to optimize your website for searches:
- Use marketing tools like Google Keyword Planner, Ahrefs, and SEMrush to identify the keywords that are highly relevant to your business.
- Ensure that your landing page copies, blog posts, and product descriptions contain the keywords you wish to rank for.
- Use tools like Google PageSpeed Insights to identify issues and optimize your website for faster load times.
- Build high-quality backlinks from reputable websites.
- Make sure your website is optimized for mobile devices.
Brands like BigBasket have mastered the art of SEO. They rank at the top of the SERP for most queries related to grocery and everyday essentials.
2. Focus On Collecting Leads
This strategy involves collecting contact information from visitors who have shown interest in your products but are not ready to make a purchase yet. When you build a list of leads, you can nurture them later with targeted marketing campaigns. This will push them closer to making a purchase.
Offering a discount on a user’s first purchase is a great way to incentivize visitors to give their details. You can use pop-ups, exit-intent overlays, or banners to display the offer while they are browsing your website. By requiring users to provide their basic details to receive the discount, you can collect valuable contact information and build your lead list.
Loom, the online fashion store, uses this strategy effectively to collect information about its visitors. It generates a popup asking for a customer’s email address in return for latest updates on new launches and exclusive offers.
You can also add a discount wheel to your website like how Bunaai, the fashion retailer does. The visitors have to spin a wheel to win a discount on their purchase in return for providing basic information about them. Besides receiving instant discounts, it creates a sense of excitement and fun for the users, which will encourage users to input their information.
3. Convert Empty Shopping Carts
The buyer’s journey is not always linear, and many times customers might click the empty shopping cart and reach the blank basket page. In such cases, displaying products related to the user’s intended purchase or popular among other shoppers on the empty cart page is a smart move. This way, you provide the visitors with additional purchase options on a page they least expected to find products. This pleasant experience increases the chances of conversion.
For instance, Firstcry, the Online Store for kids and toddlers displays a range of trending items on their empty cart page. They are utilizing the real estate to the fullest potential and not leaving the page with an empty cart message like most businesses do.
4. Offer Holiday Gifting Guides
The holiday season is a peak time for businesses to drive sales and bring in new customers. The easiest way to do this is by creating a gifting guide. A gifting guide is a curated compilation of products that are perfect for gifting during a particular holiday season.
By creating this guide, you are essentially catering to those people who struggle to find the perfect gift for their loved ones from a vast catalog of products. You can also categorize the products based on different budgets so that customers can find their products even more quickly.
IGP, the online gifting store creates collections under different categories for each individual festival season.
5. Build Subscription Plans
Offering subscription plans for all the relevant products on your website is a great way to generate recurring revenue. In a subscription plan, you enable your customers to opt-in to receive regular shipments of their favourite products at a discounted rate.
Besides the price factor, you are also providing a convenient and hassle-free shopping experience for them. They can avoid the trouble of repeatedly purchasing the same products and at the same time ensure that they always have a supply on hand.
You, on the other hand, enjoy the fruits of recurring revenue, which is a stable and predictable source of income. This enables you to manage your cash flow in a better way and plan for future growth.
Amazon offers subscription plans for most of its grocery products at discounted rates. This increases the customer lifetime value of their customers by encouraging them to continue purchasing their products over an extended period.
6. Leverage Influencer Marketing
One effective way to increase brand awareness and drive traffic to your website is by collaborating with social media influencers. By teaming up with these individuals, you can leverage their established relationships with their followers on different social media platforms like Instagram, Facebook, Twitter, YouTube, etc. This not only introduces your brand to new markets and audiences but also helps establish credibility by associating your brand with trusted and influential figures who share your values.
For example, Homecenter, a popular home retail brand, partnered with celebrity chef Ranveer Brar to promote its kitchenware. In addition to this collaboration, Homecenter also features several of Ranveer’s kitchen tips videos on their website to further engage customers.
7. Utilize PPC Advertising
Pay-per-click (PPC) advertising involves placing ads on search engines and other websites and paying each time a user clicks on the ad and visits your site. Using these ads, you can target specific keywords and audiences and only pay for clicks from users who are interested in your products. This results in increased conversions and sales for your E-commerce store, as well as a higher ROI compared to other advertising methods.
Interflora, the online florist, extensively uses PPC advertising in the form of Google ads to attract users to their store.
Middle of the Funnel (MoFu) E-commerce Marketing Strategies
MoFu marketing strategies nurture the leads and guide them further down the sales funnel by providing valuable information, building trust, and offering personalized experiences. Here are the top MoFu strategies you can employ –
8. Offer Discounts On Wish List Items
The idea behind this marketing strategy is to create a sense of urgency and incentivize customers to make a purchase. The chances of conversion are high as you are offering a lower price for a product they have already expressed interest in. Customers who receive targeted discounts are more likely to feel valued and they will continue to engage with your brand, enhancing their loyalty.
In the below example, you can see Flipkart offering a discount on a particular type of product that the user has shown interest in by adding it to the cart.
9. Be In Contact With Your Customers
Staying connected with your customers is important for keeping your brand fresh in their minds and enhancing brand awareness. You can use various communication channels like email marketing, social media marketing, WhatsApp messaging, and live chat to address customer queries. You can also create email campaigns targeting specific customer groups.
For instance, consider Nurserylive, an online plant seller. They regularly share stories with their customers about different plants and their benefits for homes. Even if the customers are not interested in buying the plants for now, this brand will be the first thing on their minds when they consider purchasing a plant in the future.
10. Recommend Products Based On Past Purchases Or Abandoned Cart Items
When you understand your customer behaviour and recommend suitable products, the likelihood of a purchase drastically increases. This is the core idea behind this E-commerce marketing strategy. By offering smart recommendations based on past purchases or abandoned cart items, you are creating a more relevant online shopping experience.
It’s important to ensure that the product recommendations are displayed in a way that is both helpful and unobtrusive. Also ensure that the recommendations are relevant, timely, and not overwhelming to the customer.
Most marketplaces like Amazon and Flipkart have a dedicated section of recommended products based on past purchases, abandoned cart items, and browsing history on their home pages.
11. Recover Lost Sales With Abandoned Cart Emails And WhatsApp Notifications
Creating an abandoned cart email flow or WhatsApp notifications helps in recovering lost sales. When your customers add products to their cart but don’t complete the purchase, you can automatically send a series of follow-up messages to encourage them to return and complete the purchase.
A typical abandoned cart messaging flow consists of a series of three or more messages, each designed to provide value and encourage customers to complete the purchase. The first email usually reminds customers of the items left in their cart and includes a call-to-action to the shopping cart. Subsequent emails may offer additional incentives, such as discounts or free shipping, to encourage customers to complete the purchase.
Looking for inspiration to revamp your abandoned cart campaign, check out 17 best abandoned cart email examples along with free templates to get started.
Pepperfry, the online furniture store sends a series of abandoned cart emails, each convincing the customer in a unique way to complete the purchase. For instance, the below email from this brand induces FOMO in the minds of people to get the product before it goes out of stock.
Bottom of the Funnel (BoFu) E-commerce Marketing Strategies
BOFU marketing focuses on providing potential customers with the information and incentives they need to make a purchase. Here are the top strategies under this category –
12. Use Customer Testimonials As Social Proof
When you share positive reviews and feedback from satisfied customers, you end up demonstrating the high quality of your products, thereby encouraging potential customers to make a purchase. Sharing testimonials with potential customers also helps in addressing common objections or concerns that potential customers may have.
You can feature customer reviews on your product pages. You can also share customer quotes and feedback on social media. But to succeed in this strategy, you must constantly encourage your existing customers to leave reviews and feedback. You can also incentivize this process by offering discounts or gift coupons.
Wakefit, the online sleep company, shares customer testimonials in the form of videos on every product’s detail page so that customers can go through the experience of other happy customers and make an informed decision.
13. Convince Warm Prospects
In this, you convert potential customers who have already expressed some level of interest in your products. A warm prospect is someone who has interacted with your store in some way, such as signing up for a newsletter, adding items to their cart, or visiting a product page multiple times.
One way to convince them is by sending personalized follow-up emails and encouraging them to complete their purchase. But the faster way to convince them is by offering an instant discount while they are browsing through your website.
Ferns n Petals offers discounts during user sessions with the help of pop-ups. This is a great way to convince visitors who are contemplating whether to make a purchase or not.
14. Reduce Frustration Of Sold Out Products In The Cart
When products go out of stock, it can be frustrating for customers who have already added them to their cart. One way to reduce this frustration is by providing alternative options. For example, if a customer has added a dress to their cart that is now sold out, you can suggest similar dresses or products that may fit their style or preferences. You can also notify them when the original product is back in stock.
By providing alternative options and being transparent about stock availability, you are showing customers that you value their time and their experience. This can help avoid negative reviews or feedback from these frustrated customers.
Myntra addresses this issue by showcasing products that are quite similar to the out-of-stock product on the cart page. This ensures that the user’s purchase journey doesn’t end abruptly, resulting in a more positive experience for them.
15. Combine The Psychology Of FOMO And Free Shipping
FOMO (Fear Of Missing Out) is a psychological phenomenon that has been extensively used in the world of business. It revolves around people getting anxious or stressed about missing out on an opportunity, such as a limited-time offer on a popular product. The easiest way to implement this strategy in your online store is by clubbing it with cashback or free shipping.
For instance, you can make free shipping available for a limited period, such as a 24-hour flash sale. You can also induce FOMO by displaying the cart value left for unlocking free delivery. Netmeds, the online pharmacy displays this value in a prominent real estate on the cart page. This automatically encourages users to add products at that value to enjoy free shipping. This is a great way to improve the average order value for your business.
Nyka, the beauty retailer, runs time-based discounts regularly on their website. It induces FOMO in the minds of visitors and encourages them to check out the sale products and make a purchase.
16. Ask For Referrals
Referrals are recommendations made by satisfied customers to their friends and family members. To encourage referrals for your E-commerce business, you can offer incentives to your customers such as discounts or rewards for each successful referral. You can also make it easy for your customers to refer by providing them with a referral link that they can send to their contacts.
By leveraging the power of referrals, you can tap into the vast networks of your existing customers, and acquire new customers at a lower cost than through traditional advertising methods. Referrals also act as valuable social proof, as new customers are more likely to trust recommendations from their friends and family members than from other sources.
Ugaoo, the online nursery store offers the benefit of each successful referral to both the referrer and the referee. This is a great way to promote referrals as the additional benefit will make the existing customer keener on sharing their positive experience with their loved ones.
17. Set Up A Customer Loyalty Program
A customer loyalty program can help retain your existing customers and encourage repeat purchases. As the name suggests, it is a membership program that rewards customers for their long-term association with the brand.
It usually works by assigning points to customers for their purchases or other activities, such as referrals or social media shares. These points can then be redeemed for rewards, such as cashbacks, discounts, free products, or exclusive access to promotions.
By offering these benefits, you create a sense of exclusivity and appreciation among your customers, which can increase their satisfaction and encourage them to continue shopping with your business.
Adidas, the sportswear brand, has a loyalty program called Adiclub. It provides exclusive benefits and special offers to all its members. Whenever the customer shops or reviews, they earn points that unlock new levels and rewards.
Partner With ANS Commerce To Boost Your E-commerce Sales
As the E-commerce space becomes increasingly crowded, it’s more important than ever for brands to stand out and succeed. By utilizing the above E-commerce marketing strategies, you can increase your brand’s visibility, attract new customers, and ultimately drive more sales.
However, if you wish to take your E-commerce marketing efforts to the next level, the support of E-commerce growth partners like ANS Commerce is invaluable. Our highly experienced team is always updated with the latest E-commerce marketing trends and strategies and can help maximize your online sales and grow your E-commerce brand in no time.
To know more about us and how we can help, book a demo now.