Tried and True eCommerce Marketing Promotions: Draw Loyalty, Drive Traffic, and Build Healthy Revenue

In this guest post by Erika Brookes from Springbot, we look at some effective marketing tactics to improve the results of your online eCommerce business.

If you own your own online business or eCommerce store, it only stands to reason that you’d want to know how to make it a success. If it’s already a success, then you naturally want to make it an even bigger success. You want to encourage your customers to visit you more often, spend more in your shop, and finalize their purchases more consistently.

Let’s take a closer look at how you can better understand your customers, as well as the thought process they go through when considering a purchase. We’ll outline some foolproof marketing tactics that are absolute must-knows when it comes to building loyalty, driving traffic, and ultimately improving your bottom line by leaps and bounds.

What Makes a Marketing Promotion Effective?

The key to any successful campaign or promotion is a thorough understanding of who your customer is, what they’re looking for, and how your products or services can best meet their needs. That begins with an understanding of the decision-making process every consumer goes through when shopping. It goes a little something like this:

Stage 1: Before the Purchase

Most purchases start when a customer first realizes they need something in particular. They could come to this conclusion on their own or an effective marketing campaign may clue them into a need they weren’t even aware they had. This is the stage at which a potential customer first finds you. They want or need something specific, and they have reason to believe you might be able to give it to them.

At this stage it is important to note  how the customer found you. Did they discover your store through to a search engine advertisement, a Facebook post, or a post a blogger may have made about your product? You can use this information to learn about your customer and effectively draw more customers to your online business or eCommerce store in the future.

Stage 2: During the Purchase

This is the stage where the customer becomes ready to reach for their credit card and part with a few of their hard-earned dollars. They’ve found what they’re looking for and are ready to hit that “buy” button.

Effective marketing at this stage means seizing the golden opportunity to entice a customer to make additional purchases. Be sure you suggest products that are inline with what the customer already knows they want, or encourage them to buy more than one of the item.

Stage3: After the Purchase

At this stage the customer forms an opinion about your store, their purchase, and your brand. They will either become a repeat customer or a one-time purchaser. Your marketing at this stage should encourage customer loyalty. Thank-you offers, special promotions, discounts, sneak peeks, and so forth are especially effective once after the first purchase is made. Be sure to show customers they’re special, valued, and considered.

The most effective marketing plans take all of these stages into consideration and leverages them wisely. Now let’s explore some effective tactics to drive traffic, convert sales, and build lucrative relationships with your customers.

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Upsell, Upsell, Upsell

If you’ve ever had a salesperson suggest an upgrade, a complimentary product, or other additional items while you’re in the process of making a purchase, then you also know how effective upselling can be when done properly. In fact it’s a whopping 20 times more effective than simple cross-selling is.

To ensure your own business’s approach to upselling is effective, make sure suggested products or upgrades relate to the original product in a way that makes sense. You’ll want to make sure they meet the customer’s needs by taking into consideration the price and performance level they’re interested in.

Recover Abandoned Orders

An astonishing 70% of potential orders are abandoned during the purchase process. That’s a lot of lost revenue, so it makes sense to focus a decent amount of energy on recovering as many of those sales as possible.

If you don’t already have one in place, your business needs an abandoned shopping cart recovery campaign. (Make it automated to take the guesswork out of the equation. The aim is to remind these folks that they wanted these items and convince them to finalize that purchase.

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Stay in Touch

Of all the marketing channels you could possibly invest your time and money in, email marketing is at the top of the list. That’s because it works, and very well. Not only does email successfully drive traffic and keep it consistent, but it gives you a chance to build a real relationship with your customers through exclusive deals, useful content, appreciative messages, and so forth.

The key to success here is successfully personalizing those emails and any associated offers via segmentation. The more personal you can make your communications, the better. Automation can help you by making sure the right emails go out to the proper customers at the ideal times.

Stay on Top of Data

Last, but certainly not least, you need to pay attention to the data and use that info to determine what is and isn’t working for you. Even the best marketing campaigns don’t exist in a vacuum. They need to be fine-tuned and recalibrated from time to time. The sooner you can determine something isn’t working the way you’d hoped, the sooner you can make corrections that are more likely to deliver the results you’re after.

The same goes for campaigns that are working even better than you’d hoped. Knowing a campaign was a success as soon as possible gives you a head start when it comes to putting together your next big success. Explore the possibilities today!

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