The secret to running a successful eCommerce business is to constantly draw in a steady flow of customers to your online store. And to do this, you need to actively indulge in lead generation tactics.
Now you may wonder that a few smart ad campaigns and a creative viral video on social media will do the trick.
While that will dramatically speed up the awareness process for your eCommerce brand, it will do little to drive sales in the long run.
With a lead generation strategy in place, you can attract qualified traffic to your online store and entice them until they’re ready to make a purchase.
Going about lead generation tactics requires sharp marketing skills and eCommerce business acumen.
However, if you are new to the world of eCommerce, we have a few lead generation tactics that will help you drive quality traffic to your eCommerce store.
6 Lead Generation Tactics Your eCommerce Store Should Adopt Right Away!
1. Search Engine Optimization
When it comes to lead generation tactics, eCommerce SEO is the most sure-fire way of driving traffic to your store.
Not just that, SEO is one of the most effective ways of building a long-lasting marketing strategy that consistently delivers quality results.
If you’re not familiar, SEO refers to an optimization process that will enable your eCommerce website to rank higher on search engines.
If your eCommerce website or product page doesn’t appear in the first fold of the first page of search results, the likelihood of driving traffic or leads is bleak.
A major element of eCommerce SEO depends on indulging in keyword research and ranking for a set of specific keywords.
However, it is advisable to pick out a set of relevant long tail keywords that are in conjunction with the nature of your business.
Long tail keywords are easier to rank for and the quality of leads generated from them are usually high since there is a specific search intent tied to its usage.
For instance, only a serious buyer would search for ‘Buy men’s formal shoes in London’. A casual window shopper would simply search for ‘formal shoes’.
Use tools such as Ahrefs, SEMrush, and Google Keyword Planner to hunt for the most lucrative and relevant keywords for your eCommerce business.
Search your .store domain NOW!
2. Content Marketing
The most effective way to win at SEO is to invest in a content marketing strategy.
Although your online store will target a fixed set of keywords, starting a blog and channeling your efforts towards building a comprehensive content strategy will help you rank for a host of long tail keywords.
With content marketing, you can write about a variety of topics pertaining to the products you sell or your industry niche.
This means you can target a bevy of long tail keywords that your target audience is searching for.
You should consider writing about a range of subjects from buying guides about specific products to blog posts on the latest fashion trends to thought leadership articles peppered with handy tips.
Alternatively, you can focus on inbound content marketing approaches.
Ideally, you should publish articles that provide information that your customers want.
Publishing value-driven content can help your target prospects make better purchase decisions.
This will also enable you to build a trustworthy reputation and become an authority in your niche.
3. Social Media Marketing
When it comes to lead generation tactics, it’s impossible to not include and implement a strong social media strategy.
Instagram marketing and Facebook presence alone can catapult your eCommerce business to find success.
Use high-quality pictures and videos on Instagram accompanied by the right hashtags.
This will enable people to find your business’s profile and connect with you. Host giveaways and run contests to get people to participate.
You can benefit multifold from social media marketing:
- People will share your giveaway experience with their friends
- Winners will feel gratitude towards your brand
- People from all over the globe will discover your brand
- Well-targeted people will get a visual taste of your offerings and buy from you
Craft a custom hashtag and have your existing customers post pictures on Instagram.
Base your giveaways on user-generated content and engage with customers. This will get more people to learn about your brand to visit your website.
You can also directly sell from Facebook or Instagram. Simply post intuitive content and build a lead list of the people who frequently engage with your brand.
Target them with discounts, offers, personalized messages, etc.
Search your .store domain NOW!
4. Email Marketing
Not everyone who visits your eCommerce store will buy from you.
Many will browse and leave, others may browse and add products to their cart and abandon it, while others may simply add products to their wish list and leave it there.
However, many of them will be ready to sign up or provide their email addresses in exchange for a discount or some other incentive.
Use email marketing as part of your lead generation tactics to stay in contact with these leads and actively encourage them to return to your store and complete their transaction.
You can personalize your emails and offer nifty suggestions based on what they’ve previously viewed or added to their wish list or even suggest ancillary products based on previous purchases.
Furthermore, you can send timely emails notifying your leads about flash sales, upcoming discounts, and any other information they might find interesting.
The best way to go about email marketing is to opt for automation tools and automated campaigns. This will enable you to send specific targeted messages.
For instance, if a customer abandons their cart, you can send them an automated email to complete the transaction.
5. Conversion Rate Optimization
Conversion rate optimization (CRO) is the process of testing the various elements on your eCommerce website and how well they perform in order to get visitors to convert into customers.
This primarily involves studying the overall website design, product pages, checkout processes, call to actions, content architecture, product copies, and so on. The idea behind CRO is to modify areas where visitors are bouncing off.
6. Pay-per-click Advertising
We’ve already covered the importance of SEO as a long-term lead generation and marketing strategy.
However, to boost your organic lead generation tactics it’s imperative to parallelly run a pay-per-click (PPC) ad campaign on platforms like Google AdWords.
This is a highly effective way to reach your target audience whilst you continue pushing your SEO strategy.
PPC is especially useful for competitive keywords that have clear purchase intent but are dominated by your competitors.
The great thing about PPC is that you can create custom campaigns. This allows you to decide where you want to display your ads based on the keywords people search for.
If you sell running shoes, you could display an ad in the search results for “women’s running shoes.”
You can set your bids based on how much you’re willing to pay for each click to your website, and you only pay that amount when your ad is clicked.
Catapulting your eCommerce business to the next level is all about increasing sales and getting more people to visit your websites.
While this is a challenge, it’s best to consistently focus on simple lead generation tactics that help you target people who’ve already shown an interest in your products.
The six simple lead generation tactics mentioned above will not only help you to drive conversions from existing leads but also generate new leads.