As an online retailer, there are a significant number of tactics you can leverage to increase brand awareness, launch new products, drive website traffic and generate sales. The challenge, however, is often knowing where to start and what to do in order to stand out in a competitive environment.
Fortunately, we have compiled five low cost, yet highly effective marketing ideas that almost any eCommerce company can leverage in order to grow their business.
1. Create branding around your email newsletter
While the majority of eCommerce brands are using email newsletters to inform existing and potential customers about new products and industry trends, with many seeing higher levels of audience engagement, website traffic and ultimately sales,only a handful of these companies have gone one step further and branded their newsletters. Take ASOS for example; rather than encouraging website visitors to sign up to their newsletter, they encourage users to subsribe to ASOS Style News. Topshop have also taken a similar approach and have branded their newsletter as Style Notes.
In an era where it can be difficult to cut through the clutter, what this tactic does is increase the perceived value of the brand's offering, in-turn increasing mailing list sign-ups, as well as grabbing attention once the email is delivered.
2. Use an online contest to generate interest
Setting up an online contest and using social media as a platform to promote it is a highly effective way of raising brand awareness and generating sales. There are a number of different ways you can use competitions, and these will typically depend on your industry and objectives.
As an example, if you sell electronics goods and are looking to capture contact information to grow your mailing list, you might want to consider setting up a product giveaway, where entrants are required to submit their details to be entered. Alternatively, for those of you that sell speciality food products, you could consider giving away a hamper, or even a month's supply of meals.
If on the other hand you are a fashion retailer, there are in fact a number of ways you could leverage online contests. Both gift vouchers and an item giveaway are effective at capturing information from potential customers and raising awareness, however if you are also looking to increase audience engagement and grow your social media channels, you could consider using a contest that encourages customers to tag you in images with your products.
3. Re-engage past website visitors
Many companies are now leveraging retargeting (also commonly known as re-marketing), in order to re-engage users who have recently visited their site. With as many as 70% of people failing to complete a purchase, a simple retargeting strategy not onlly allows you to get your brand back in front of users who have already expressed an interest in your products, but also reminds them of these products and significantly increases the chances of them finally converting.
While there are a number of different retargeting campaigns that can be used, why not start by targeting the users who have added items to their shopping cart only to abandon their purchase and leave your site. Arguably, you have the highest chances of re-engaging these users for the simple reason that they have already shown intent to purchase.
SEE ALSO: How To Reduce Shopping Cart Abandonment
4. Start using video marketing
If you aren't already using YouTube for your online business, then you should probably start. Not only is YouTube the second biggest search engine in the world, and if used correctly can drive a lot of traffic, but video content itself is extremely popular in eCommerce, with many people looking for entertaining and informative videos.
Some examples of the types of video you can produce include behind-the-scenes footage, industry how-to's, or perhaps crate a highly entertaining video as part of a broader campaign, in order to raise awareness of a brand or product. The fact is, video is one of the most shareable types of content, so done correctly it can have huge benefits for your company.
5. Open a pop-up store
Pop-up stores have grown in popularity in recent years, with many online brands using these temporary storefronts to raise awareness and reach new customers. They are also commonly used to clear out old stock or promote a new product, and can be a great way to increase sales or alternatively used as a larger PR stunt.
If this is a route you'd like to go down, we would recommend that you look at pop-up store opportunities in your local city. Start by speaking with local retailers, craft fair organisers and local shopping centres.