When it comes to marketing in any industry, your website is the most important marketing tool you have. Your frontend developers will likely have designed an aesthetically pleasing and user-friendly website for your brand to sell from.
But once this is set up and ready to go, you need to get visitors to your online store – and you need them to convert. It’s important to focus on various aspects of marketing to do this. We’ve taken a look across the spectrum of marketing for eCommerce to highlight some of the best tools from each area:
As you probably already know, conversions are key in eCommerce and Google Analytics is the go-to tool for many marketers when it comes to tracking website traffic and measuring those conversions. It lets you measure goals, online sales, transaction history and time to convert, as well as monitor exactly where those conversions are coming from.
Once you know what’s working for you, you’ll be able to adjust resources to maximize conversions. Whether you’re using the free Google Analytics service or the 360 Suite, it will offer great insights for your business. This is a tool that should be part of your daily life as a marketer.
Setting up a blog is essential for any business. It helps let people know exactly what your brand is about and helps with a website’s search engine rankings.
WordPress is easy to set up and with hundreds of easy-to-use themes to choose from, it looks great. It is ideal for marketers who need to get to work without the help of a developer. The easy-to-use interface and endless plugins make WordPress one of the best tools for blogging and content creation.
Whatever it can’t do, you’ll find a plugin to change that, whether you want to create pop-ups to advertise a special offer, or optimize your blog posts for search engines – it’s all there.
This tool’s drag and drop editor makes it very handy to create landing pages that increase conversions on your site without the need for a developer. Unbounce also stands out because of its integration with lots of other marketing tools like WordPress, MailChimp, and Hubspot. If you’re using these, Unbounce will seamlessly fit on your toolbelt.
Unbounce also has a WordPress plugin that lets you connect your landing pages with your domain in a couple of seconds, so you can launch them directly from your own .store site. It also has an interesting A/B testing feature that will let you figure out what headlines, CTAs, and images will improve your conversions.
Besides its obvious use for sharing social media posts, promoting blog content, interacting with customers and encouraging user-generated content, one of Facebook’s biggest benefits for eCommerce merchants is its advertising features.
Known to have the best return on investment, against which other advertising platforms can’t compete, it makes a great asset to have in your marketing arsenal even if your budget is limited. You can be very specific when picking people to target with your ads, but most impressive is its retargeting feature.
Shopping cart abandonment is a heartache for all eCommerce businesses. Research from 2016 actually claims that it happens at a rate of 74%. However, Facebook advertising and, in particular, its retargeting feature can help get these sales over the line.
Returning visitors make up most conversions, and with Facebook’s retargeting feature, you can ‘remind’ someone about the cart they abandoned on your site. And, with one click, they can go to complete their order.
It can be a complicated marketing tactic because you use tracking pixels you install on your website to target people with specific adverts based on what pages they have visited on your site. But at the end of the day, it’s very rewarding. You can see all the ins and outs of how to do it here.
Rebrandly is a tool that lets you create custom short links, allowing you to put your brand’s name on all the links you share. This boosts brand recognition, looks professional and builds trust with anyone who sees them. By putting your brand’s name on your links, people are reassured that it won’t send them to spam. This extra trust can improve click-through rates by up to 39%.
You can even share links using a .store domain enhancing consumer trust even further and letting them know that you’re sending them to the shopping section of your site.
These features are useful for any marketing strategy, but for e-commerce specifically, Rebrandly’s link retargeting feature is invaluable. It follows the same idea as the retargeting mentioned above, but it allows you to retarget people who have never even visited your website.
You can add pixels to the links you share on social media, so people who click on a link to a media coverage or a review of your business can be retargeted with adverts. Link retargeting can be used in conjunction with advertising platforms like Facebook, Google, and Twitter.
Email marketing is great for attracting new customers, as well as maintaining relationships with current ones. Lead generation tools can be used to gather emails, but many eCommerce websites simply use forms or an option to opt-in at the checkout to get people signed up for their email newsletters. Some offer discounts in exchange for a sign up too.
Once you’ve got some people you can create different mailing lists to target loyal customers with special promotions, while others can be sent information about your best deals to lure them in. MailChimp is the best tool to do this with.
Earlier this year, MailChimp also started offering its marketing automation tools for free allowing users to send targeted emails when triggered by an event, such as abandoned shopping cart items, a new customer sign up or even a subscriber’s birthday.
Businesses hosting their e-commerce store on Shopify, WooCommerce, Magento, BigCommerce, or Prestashop can benefit from free integration with MailChimp too.
Hubspot Marketing Automation
Even with the best marketing tools available, a lot of work still goes into carrying out a marketing strategy. The email marketing automation available from MailChimp is dead handy, but for other areas of digital marketing, you can use HubSpot’s Workflows to help you spend less time conducting repetitive tasks.
This tool will let you sit back and relax by allowing you to automate any number of tasks in a concise flow. You can send internal or external notifications, change properties in your CRM and group leads together. The possibilities are endless and it lets you be more productive while also giving you back time from the more mundane tasks.
SEMRush helps marketers find the most profitable keywords for their business. For eCommerce, this means optimizing content and CPC advertising so you can get more conversions for less money; thus, SEMRush offers a path to growth hacking. This tool will even give you an insight into the keywords that have been working well for your competitors and lets you create compelling ad texts.
Another use for eCommerce marketers is that the tool can monitor your brand’s mentions and customer reviews, so you can build your reputation and quickly react to customer reviews.
The number of pictures posted on an eCommerce site is staggering. If you’re using Shopify to run your website, as a half a million eCommerce platforms are, its SEO image optimizer app will help you optimize all your site’s images by applying alt tags to all product images in one go using a formula of your choice.
Creating quality alt tags helps improve your website’s experience for visually impaired users and improves your image search rankings.
Running competitions on social media is a great way to encourage followers to share your products across their social media platforms. They can be run alongside a promotion, during a sale or to promote a particular event or product launch. The more people that share to enter, the further news about you will travel and this should translate into more sales for your company.
Woobox can help you run every kind of contest you could from instant wins to hashtag contests. You can also use it to create polls and quizzes or to give away coupons.
Whichever of these tools you choose to try, it will be sure to provide a boost to your eCommerce sales. We think these are some of the best tools from the broad array of options available to e-commerce businesses. Hopefully, you find they make your marketing goals easier to achieve, let us know how you get on.