E-commerce has grown exponentially since the turn of the century. Consumers want convenience, expansive choices and great prices. Retail e-commerce websites responded to the tune of $759.5 billion in domestic sales during 2020, according to the Department of Commerce. That represented a one-year increase of 27.4%, largely fueled by the pandemic.
However, simply having e-commerce capabilities does not necessarily mean a company is effectively using e-commerce to drive business. In fact, many businesses are leaving money on the table. Much like brick-and-mortar stores invest time and money into product displays, sales flyers and social media, businesses also need to focus on digital sales.
Businesses must take an active role in pursuing their digital audience. Priority Marketing helps small businesses reach local, statewide, national and even international audiences by developing comprehensive, integrated strategic marketing plans.
VIDEO: 3 Ways to Drive E-Commerce
Below are e-commerce strategies that businesses can adopt to boost their digital footprint and drive online sales:
E-commerce Strategy No. 1: Paid Advertising
“If you build it, he will come.”
That worked in Field of Dreams, but it’s not a sound marketing strategy. The existence of a website alone doesn’t not mean people will visit it or buy a product online.
Business leaders have long recognized that paid advertising is an effective print marketing strategy. It’s also an effective digital marketing strategy, specifically, e-commerce. Businesses are competing against companies down the street and across the country, many of which are paying to reach potential customers. Advertising is an effective way to invest in your business.
Consider these three forms of paid digital advertising:
- Google Ads
- Social media advertisements
- Display ads
E-commerce Strategy No. 2: Follow-up
Not every customer who visits a store will purchase a product. The same holds true for those visiting an e-commerce website. According to Smart Insights, just over 3% of sessions on an e-commerce site will end in a transaction.
Online consumers might be distracted while browsing or want to do more research. Whatever the reason, it’s important to keep your brand top of mind with these potential customers. You can do that by:
- Deploying emails with a strong, clear call to action
- Sending text messages
- Creating retargeting ads
E-commerce Strategy No. 3: Content Marketing
Brick-and-mortar stores offer free samples to introduce customers to new products and keep them coming back for more, Shopify notes. Car dealers encourage test drives so customers can experience a vehicle before purchasing it. E-commerce sites can offer something for free, too – information.
Today’s customers do their research before buying. That’s why a website should be a research site, library and marketing tool. Content is king, helping to educate prospective customers about a product or service. These five elements of content are well-suited “freebies” to feature on a website:
- Explainer videos
- News releases and articles
- Social media widgets
The key to driving sales, whether in person or online, is creating brand loyalty and engagement. Businesses able to master both will have a leg up on the competition.
Want to learn more about driving e-commerce? Please give us a call today at 239-267-2638 or send an email to info@PriorityMarketing.com.