Digital marketing is an essential part of running an online business. Without marketing campaigns, it would be twice as hard to attract new customers (retaining existing ones too!) to your business. Successful marketing campaigns have contributed significantly to the growth of many famous brands today, including Zappos, Slack, and Uniqlo. If you are looking for ways to improve the marketing campaigns of your own e-commerce business, these tips may be just help.
Personalize Customers’ Shopping Experience
Personalization elevates customers’ online shopping experience. In fact, many customers are annoyed by irrelevant product recommendations. In in their survey of 7,000 consumers, Salesforce Research found that more than 50 percent of the respondents are willing to share their personal data to receive certain benefits:
- Personalized offers and discounts (57 percent)
- Personalized shopping experience (53 percent)
- Relevant product recommendations (52 percent)
Using personalization technology also helps businesses get to know their customers, which can help with creating targeted marketing strategies and, ultimately, raise revenues.
A major concern about using personalization technology is how businesses use their customers’ data. To not break the trust between business and customers, companies should take measures to protect their customers’ data and privacy.
Reduce Abandoned Carts
On the average, 69.57 percent of shopping carts are abandoned by consumers, reports Baymard Institute. This means that people add items to their carts but do not proceed with buying them, for many reasons. According to Baymard Institute, these are the some of the reasons consumers abandon their carts without buying:
- Expensive extra fees (e.g., shipping fee and tax)
- Nonmember checkout not allowed
- Overly complicated checkout process
- Total cost not readily viewable
- Questionable website security
- Limited payment methods
- Slow delivery
Some of these reasons for cart abandonment can be amended by simplifying your website’s interface and checkout process. Allowing nonmembership checkout and adding more payment methods may also bring back more sales.
Displaying your website security certifications where they can easily be seen is also a must. Improving services like shipping and customer experience and offering coupons and discounts may also encourage more customers to not abandon their carts and to even buy more.
Get Into Influencer Marketing
The cost of hiring a celebrity to endorse your product or brand is sky-high, and it may not yield the results that you want. Today, influencers are the go-to endorsers of small- and medium-size businesses not only because they may be more affordable but also because they can work even better than getting a celebrity does.
Influencer marketing works on the same principle as celebrity endorsement does—that is, using a recognizable face to garner the target audience’s interest and trust. However, the former can work even better because of the closer relationship between the influencer and their audience.
Influencers also present themselves as ordinary people, like their followers, and are able to relate to their audience’s struggles, needs, and wants. As a result, they enjoy more trust and closeness with their audience, which is what you need if you want to build your brand.
It is absolutely imperative to find the right influencer(s) to connect with your brand. You want someone who shares your brand’s values, mission, and vision, someone who is also passionate and knowledgeable about your niche and products. Influencer marketing won’t be as effective if businesses simply found random social media figures with a big follower base.
Moreover, it will affect your brand’s reputation if the influencer you work with does something problematic. You may lose customers instead of gaining them. With that said, do your research thoroughly, and get to know the influencer well before working with them.
Key Takeaways
Take these steps to improve the success rate of your marketing campaigns:
- Use personalization technology to enhance customers’ shopping experience. However, ensure that you protect their data and privacy. Include your privacy policy on your website.
- Determine what causes your customers to abandon their carts, and implement solutions to reduce these incidents.
- Create a user-friendly website that makes it easy for customers to find the products they need and pay for them. This means using an easily comprehensible website interface, simple and straightforward checkout process, and more payment methods.
- Tap the right people to promote your products or brand. Look into influencer marketing to reach your target audience and build a loyal following for your brand.
Got any digital marketing tips and stories of your own? Share them in the comments section below. We’re excited to read your thoughts and ideas!
