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8 eCommerce Marketing Strategies for 2022 and Beyond



8 eCommerce Marketing Strategies for 2022 and Beyond

The eCommerce market witnessed tremendous growth during the COVID-19 pandemic, with an increase in online sales. Many businesses shifted online due to diminished physical contact. E-commerce strategies help keep up with the market trends and get noticed by the right audience. Keep reading to learn more about E-commerce marketing strategies for 2022 and beyond.

1. Optimize Your eCommerce Website With SEO

Search Engine Optimization, or SEO, is the process of optimizing your website or online store to increase its online visibility. According to a study,  30% of all web traffic stems from online searches. Here are some advantages of SEO optimization:

  • Increases brand visibility
  • Gets your website ranked on search engine pages
  • Helps website owners and eCommerce stores tap into organic traffic

Increasing the visibility of the eCommerce store helps boost leads and maximize profits. SEO experts identify and target industry-specific keywords and phrases and help brands incorporate them into our website through blogs, product descriptions, and web content. Using writing tricks and writing tips is another smart way to make your content rank higher.

2. Influencer Marketing

Influencer marketing is collaborating with online influencers to market products and services. Influencers are a great asset since they already have an engaged audience which will help expand our customer base. Their audience trusts them, and when they market your products, the audience is more likely to buy them. So you will have more sales and start creating invoices.

Their appealing and creative content convinces people since it is an organic method of word-of-mouth marketing, like a referral program would produce. Here’s how to implement influencer marketing:

  • Know our target audience. Find their go-to platforms for social interaction, be it Instagram, Twitter or Facebook.
  • Identify ideal influencers that resonate with our brand’s niche, ideals, values, tone, and style.
  • Look at how people interact with the influencer (if they have a good following and creativity in promoting brands and products)
  • Collaborating with the influencer to create meaningful and organic content is key. Instagram storytelling through stories, posts, and reels is a great way of influencer marketing.
  • Provide the influencer with promo codes to motivate them to promote your brand, and its products and services.

3. Mobile Optimization

Most of us use our mobile phones for online shopping. Over 40% of online transactions happen on mobile. Optimize your e-commerce store to suit the target audience’s needs. Make sure your website is mobile-friendly by incorporating a responsive design that adapts to the audience’s mobiles.

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Here are a few ways to incorporate mobile optimization:

  • Add mobile-friendly elements such as hamburger menus and thumb-friendly buttons. The key is to deliver a positive and seamless mobile experience so that your brand’s prospects are engaged with the business.
  • Optimize the site to deliver speedy results by removing or compressing unnecessary images.
  • Avoid using pop-ups and sidebars, as they are difficult to close or operate on mobiles.
  • Consider using a fixed navigation bar that stays on the screen, making it easier for customers to find the products.
  •  Put the website to the test by using Google’s mobile-friendly testing tools. Know more about software testing methodologies and tools here!

4. Feature User-Generated Content

User-generated content is created by social media users who have purchased your products and shared their experiences, opinions, and decisions. This could include videos, images, ratings, reviews, etc. Billions of active users constantly upload content.  For example, if they like to read about “How to calculate calorie deficit,” you must create a guide with this title to grab their attention.

UGC is a very effective mode of e-commerce marketing since it is reliable, trustworthy, authentic, realistic, and organic. It is content driven and showcases the customers’  real-life experiences. Here are some ways to feature user-generated content:

  • Include customer reviews and ratings on your website to show your store’s credibility by ensuring customer satisfaction.
  • Posts from social platforms like Instagram, Snapchat, and Facebook are visual and compelling. Feature such posts in your e-commerce stores and social profiles to organically showcase your products and services.

Unlike any other forms of advertising or marketing, UGC can humanize e-commerce campaigns and help connect better with the target audience. Potential customers will likely appreciate feedback from fellow customers and make an informed choice.

5. Invest in Live Chat

Live chat is typically a pop-up or a small window on your e-commerce site where customers can chat with businesses and get their questions answered. Simply put, it is the same as recreating an online version of the sales assistant experience in a brick-and-mortar store.

Investing in a chatbot and writing your own chatbot script could prove to be a more cost-effective choice for you.

It is a game changer for e-commerce websites since it supports the audience in real time. Here are some advantages of live chat:

  • Prompt responses can lead to purchasing decisions in seconds. Thus, increasing sales conversions.
  • Serve multiple customers at once. Unlike phone support, live chat enables a single agent to talk to multiple people simultaneously. The audience need not be stuck in a queue waiting for queries to get answered.
  • View valuable customer information such as chat history, purchase history, and time spent on pages to provide personalized service.
  • Set up an after-hours form for customers to leave their contact information and query. This will enable you not to lose leads.

6. Personalize email marketing

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Email marketing is key to connecting with customers and building lasting relationships. Here’s how to get started with email marketing:

  • Introduce an email marketing campaign to the audience on your eCommerce website and ask them to subscribe to the mailing list.
  • Once your audience is on board, create a great first impression by sending them a welcome email. Your welcome mail should introduce your eCommerce brand and show your strengths while setting customer expectations.
  • For customers with experience with the brand, send personalized recommendations for products and services via mail. 45% of consumers are more likely to shop on an e-commerce site that provides personalized recommendations. This can help their buying decisions. If a customer is looking for a product that’s out of stock, send a follow-up email when it’s back in stock.
  • Make use of seasonal promotions and festive seasons. Festive seasons can help you earn huge revenue with good email marketing skills. Is Christmas around the corner? We can send a personalized Christmas-themed email notifying our customers of festive-themed products.

7. Retargeting

You might have seen ads on Facebook or other pages for sites we have recently visited. This is known as retargeting. Retargeting is a form of marketing where we target an audience based on their previous internet behavior. Did a potential customer window shop on your site and bounce? You can still recapture their attention. Here are some retargeting strategies:

  • Create ads to be put on different websites. These ads could promote new products or advertise the latest promotions.
  • Use social media as your chosen platform for retargeting. It is cheaper to put ads on Instagram, Snapchat or Facebook, and the algorithm also tracks users’ online behavior.
  • Cross-sell related products. If someone on our site just purchased lipstick, you can advertise an eyeshadow that goes well with the shade; this will lead customers back to our website which offers them many online payments option.

8. Upsell And Cross-Sell

Upselling is a technique brands use to convince customers to buy a more expensive, upgraded, or premium version of a purchased product. The purpose here is to make a larger sale. We all have come across fast food joints recommending upgrading our order (would you like to make it a combo?).

On the other hand, cross-selling focuses on making recommendations related to the original product. Where upsell is an upgrade, cross-sell is a whole different purchase. Use these techniques to upsell and cross-sell:

  • Recommend complementary products. Utilize customer data and consider their age, lifestyle, and purchase habits to make relevant recommendations.
  • Share discount coupons for customers to redeem for future purchases and showcase items they can choose.
  • Send reminder emails suggesting upgraded or similar products based on their purchase history.

The bottom line is e-commerce marketing, when done creatively, strategically, and correctly, works wonders in increasing sales conversion rates. Make sure to keep up with the latest marketing trends, such as hashtag marketing, to get noticed by the right audience at the right time. Although with so many trends, designing the right eCommerce marketing campaign could prove difficult.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists



Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.


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A deeper dive into data, personalization and Copilots



A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)



Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.



To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.

Disruptive Design Raising the Bar of Content Marketing with Graphic

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