Inbound Marketing for eCommerce
Table of Contents
Ecommerce has developed very rapidly over the past decade. It has completely revolutionized the way companies do business and the way consumers make purchasing decisions, and is an ever-growing industry.
The numbers speak for themselves: by the year 2021, worldwide retail ecommerce sales are expected to reach $4.9 trillion. According to the NASDAQ stock exchange, the total global ecommerce market in 2020 grew by 20% year over year to come in at $3.535 trillion, and by the year 2040, as much as 95% of shopping will be facilitated by ecommerce.
On the other, the online market is getting increasingly competitive and some businesses are having a hard time competing due to the overcrowded landscape of online retail. While reasons may vary between one company and another, many of them are having trouble attracting and enticing customers to make a purchase at their online store.
When it comes to digital stores, consumers are constantly trying to search for businesses that have something unique and original to offer, and not just listing out a product or a service online. In other words, they prefer businesses that can organically persuade them to make a purchase.
This is why ecommerce stores must have an inbound marketing strategy in place.
What is Inbound Marketing for eCommerce?
Inbound Marketing as a whole, is more than just a strategy. It is a methodology that focuses on attracting customers and visitors by DRAWING them, rather than INTERRUPTING them with unsolicited promotional offers and/or content. In other words, its main objective is to attract customer attention in a natural, organic way.
This translates to appealing to their preferences, meeting their expectations, and addressing their needs, which will prompt them to make a purchasing decision in your business’ favor.
While outbound marketing pushes, or “hammers down” messages to a wide audience, inbound marketing is “magnetic”: Rather than sending out general messages to uninterested audiences, inbound marketing enables your ecommerce business to attract the prospects specifically looking for your products or services.
Inbound ecommerce marketing has the ability to transform random visitors to your website into actual paying customers through a process that spans 4 stages of the sales cycle: ATTRACT, ENGAGE, CLOSE, and DELIGHT stages.
To implement a successful inbound ecommerce marketing strategy, all these stages are essential and cannot be skipped.
The first stage involves creating quality content that provides value, and then making sure that it reaches your target audience in a streamlined manner.
The initial stage of inbound ecommerce is where you bring new visitors to your website and address their purchasing dilemma and pain points. At this stage, your business is generating awareness.
Inbound marketing for ecommerce simply cannot be initiated without attracting visitors. It is the primary growth strategy that allows your business to expand its reach: more traffic at the first stage will likely lead to more transactions. Generating awareness through inbound marketing for ecommerce is mainly done through a three-pronged approach:
Creating high-quality content and promoting it on the right channels is the most effective way to attract potential leads. This can include blogging, making videos and publishing case studies.
Creating valuable content must be optimized so that search engines that crawl your business’ website, show it up in front of the right audience at the right time, and further increase your website’s search engine ranking page (SERP).
Engaging with prospects on social networks is a crucial part of inbound marketing for ecommerce, or for any other industry for that matter. Regardless of who the target audience is, they are likely spending time on multiple social media platforms. The good thing is that they have plenty of engagement tools and features.
During this stage, your business provides an opportunity to turn visitors into qualified leads. A lead refers to a site visitor who submits his/her name and contact information to your site. Additionally, it is anyone who signs up for a newsletter, registers with your site, or is on your business’ email list.
At this stage, the goal of inbound marketing for ecommerce is to be able to interact with leads and provide inbound solutions to them over time. The good news is that leads are willing to be marketed to, since at this stage, they already submitted their contact information.
Inbound Marketing for eCommerce dictates that your business convert leads using the following ways:
Call-to-action buttons (for example: sign up buttons) offer prospects an ecommerce offer, and eventually entice them to convert to leads. CTAs are a visual way to convince visitors to take action.
Inbound marketing for ecommerce is streamlined when your business uses opt-in forms to gather information from visitors such as name, address, emails or other details. It is a form visitors willingly fill and enable your business to establish a solid, robust contact base.
At this stage of the inbound ecommerce funnel, leads become paying customers.
The whole point of inbound marketing for ecommerce is to communicate with leads and convince them to buy a product or a service from your store.
When your business is able to reach out to leads on a continuous basis, the latter are effectively being nurtured. Nurturing leads involves engaging with them through various channels, and show them in a concrete manner how your products or services can benefit them.
It is one of the most clearcut and effective ways to reach out to leads as part of the whole inbound marketing process. When visitors subscribe to your store’s email list, this means that they want to hear what your business has to propose. An Email marketing campaign is also a great way to supplement your engagement strategy: visitors are encouraged to follow your social media accounts, or retarget social media ads to interested subscribers.
Inbound marketing for ecommerce is not just about converting prospects into paying consumers. It’s also about making your customers happy that they promote your store on your behalf. Existing customers are your biggest advocates. The more you delight them, the more likely they will leave great reviews and generate positive feedback in your business’ favor.
Inbound Marketing for ecommerce has the ability to delight customers in the following manners:
Proactive Customer Support
Offering excellent customer support is essential, since it keeps customers happy and satisfied with your business. Addressing their queries and potential concerns around-the-clock and in a timely manner will undoubtedly persuade them to view your business as a reliable provider of purchasing solutions. Chatbots can be used to minimize errors and efficiently optimize the customer experience.
In the event that customers are not leaving reviews on their own, asking for their opinion is an adequate measure. Reaching out via email, SMS and social media channels to collect their thoughts and opinions can go a long way in improving your inbound marketing for ecommerce approach.
Inbound marketing for ecommerce is: Getting found online by creating quality content and optimizing it, converting traffic into transactions and re-marketable leads, and measuring your marketing and sales data to grow your business.
LetsMarket.it is an ecommerce inbound marketing agency that specializes in providing solutions for your business, enabling you to build a solid and loyal customer base, and drive sales within your store.