Why NAILING a SUCCESSFUL E-Commerce Campaign is CRUCIAL in 2021

Written by Sandra Argese
on 02 Feb 2021

Ready…set…SELL! Ever wanted to know how to WIN at a successful E-Commerce Campaign, and CRUSH your goals? Keep reading.

“Don’t push people to where you want them to be; meet them where they are.”

Wise words spoken by Meghan Keaney Anderson, Former VP of Marketing at Hubspot.

So, what is E-commerce marketing?

According to our friends at Hubspot, E-commerce marketing is the act of driving awareness and action toward a business that sells its product or service electronically.

Let’s say you’ve always sold comic books in a physical store, but wanted to expand and increase your sales. Thanks to the wonderful (and wacky) world of the internet, you totally can. With the right elbow grease and strategy, this could mean more money in your pocket.

But how? Social media marketing campaigns, Search engine marketing (SEM) which includes both search engine optimization (SEO) and paid advertising (Google Ads), and email campaigns are just some of the ways businesses can win visitors to make purchases online.

Caffeinate Hot Tip #1: With the rise (and rise, and rise, and rise) of retail sales connected to e-commerce, the time to get the creative juices flowing, and execute strategy behind a well-executed online e-commerce campaign, is NOW.

Ask yourself; Where are my customers going to FIND ME online? More importantly, are you THERE to be FOUND? If you answered no, it’s time to implement a plan (and hey, that’s totally okay. After all, growth and positive change could be on the horizon).

By taking advantage of invaluable marketing platforms and methods, you’ll be able to develop a STRONG e-commerce marketing strategy in no time.

We’ll cut to the chase – LOADS of businesses are marketing online. That’s why a well-implemented E-Commerce campaign is incredibly important.

Businesses will go where people go, so it’s unsurprising that this is indeed the case.

No e-commerce-based business will win customers and sales in a ‘noisy,’ competitive environment without a creative, full-funnel marketing strategy.

Search Engine Marketing (SEM)

SEM can involve pay-per-click (PPC) campaigns, which give your business exposure on the top spots on search engine results pages.
Let’s put ourselves into the shoes of the comic book store owner. They’ve done some research, and know that a lot of people are googling a specific kind of comic book that they sell – comic books for children under 10 years old. They perform in-depth keyword research, and discover what terms people are typing into Google. Google Ads is a wonderful tool that can help them reach their customers.
Think of Google Ads as an auction.
When someone types a word or phrase (referred to as a search query) into the search bar, Google then checks if that query has keywords that advertisers are ‘bidding on’. The comic book store owner might bid on ‘comic books for young kids,’ or other popular search queries.

(READ: Pay-Per-Click Ads: How Does PPC Work and How You Can Use It to Your Advantage)

Put simply, PPC campaigns help customers discover a link to your page when they type search terms that match that of your campaign. This type of E-Commerce campaign can work wonders, and helps sellers reach people searching for their product via search engine.

Email Marketing

Are you thinking; does Email marketing even work anymore? Well, the answer is YES. Its value is MASSIVE in the vast and wonderful world of e-commerce marketing.

The best part about email marketing is that you can automate it, and target buyers at different stages of the buying journey.

(READ: The Customer Value Journey: How to create a marketing strategy that WORKS.)

Two examples of tactic-driven email marketing include an abandoned cart email and a post-purchase follow-up email. In the former instance, someone may have left an item in their cart without following through and executing a purchase. BAM – we email them reminding them to check out (and perhaps even offer them a little extra incentive to buy, such as free shipping or a slight discount).
A post-purchase email elicits a level of care, thanks and gratitude to your buyer that you care about them beyond a sale.
As your customer ascends through the customer value journey, you can ask them to complete a review and share their experience of your product and/or service.

(READ: How SEO Can Improve Your Search Engine Rankings on Google)

Responsive, clean and sleek website design is a MUST.

It doesn’t matter what stage your customer is on the customer value journey, if your website isn’t designed to CONVERT, you won’t win any sales.
Think of your website as a POWERFUL marketing tool that you will MARKET towards. Once we get people onto the website, we need them to proceed with a certain action – which, in the case of e-commerce, is typically buying a product.
Ensure your website is responsive on any device (laptop, tablet, phone, and so forth). Make sure you dot the website with Call To Actions throughout and make it easily navigatable. With almost everyone online these days, people can pick a poorly designed, cheap website from a high-quality one. A poorly designed one could turn customers away or doubt the credibility/safety of the site (and after all that work of getting them there in the first place too!).

Caffeinate Hot Tip: Write Transformational product page copy.

People won’t look for your product. They’ll look for the solution or transformation your product can deliver. Your product and/or service is the vehicle that’ll transport them to that solution.

Ask yourself, what TRANSFORMATION will this product achieve for the buyer? How will it change their BEFORE STATE to their AFTER STATE?

(READ: The Power of Writing and Speaking Transformationally in Marketing)

Optimise your product page with punchy, creative and imaginative descriptions that hook the readers’ attention, and convey their ideal after state to them. They’re more enticed to buy.

(READ: How SEO Can Improve Your Search Engine Rankings)

If you sell vegetable seeds, for example, use product-driven keywords that not only include the name of the product but a solid, straight-forward description that has a better chance of generating a result in Google if someone searches for it.

One of the BIGGEST perks of E-Commerce comes down to Customer Reviews

One of the most well-known and used e-commerce campaign tactics you can use to boost your conversion rate is customer reviews.
People love reading real-life reviews from, well, real-life people. It gives them a sense of reassurance and can strengthen their trust in a brand. Unless you happened to bump into a person in a shopping centre, or speak to someone via Word of Mouth, you traditionally weren’t exactly able to find out what others thought of that product and/or service. Online reviews remove this obstacle.

(READ: Managing your Pay Per Click Campaigns)

With so many exciting tools at your disposal, generating e-commerce sales online is SUPER exciting. With some strategic campaigns by your side, you’ll attract visitors to your online store in no time. Cha-Ching!

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