E-commerce is one of the trends of 2021, as far as Digital Marketing is concerned, but it is destined to last over time. Have you thought about what is the best strategy for your e-commerce? Let’s find out together!
E-commerce is the absolute protagonist of digital marketing Digital Marketing is the component of marketing that uses the internet and online digital technologies to analyze the market, develop strategies and put them into in fact in recent years it has conquered a leading position in any business, both online and offline.
Especially following the pandemic, we have seen how online shopping has achieved a strong increase, also conquering sections of the population who, until a few months earlier, were not even familiar with the web.
Due to the pandemic, especially during the first wave, in which practically the whole world was living in lockdown, online purchases have undergone a sharp surge, also capturing early – adopters.
We can divide users accustomed to shopping online into two types of buyer Personas. Buyer Personas are semi-fictitious representations of the ideal customer. They are based on market research, real data on existing customers, and some assumptions based on-
- The millennial: a user, man or woman, aged between 29 and 40, who was already shopping online before the pandemic and who subsequently increased purchases, preferring a personalized shopping experience.
- The baby boomer: a user, man or woman, aged between 45 and 65, who started shopping online, due to the lockdown and who continues to shop on the web even now.
How to have successful e-commerce?
To start successful e-commerce you must keep in mind your goal, obviously, the sale, which will be a result obtained through an effective e-commerce marketing strategy you will sell your product and/or service only if you satisfy the real need of your customer.
To create any suitable strategy for your e-commerce you will always have to start with your ideal customer because you will sell your product and/or service only if it perfectly matches your request. target refers to a group of potential customers to whom a company wants to sell its products or services. The Target is consequently also…
Let’s see the preparatory steps to sell a product and/or service through a marketing strategy.
- Do you know your ideal customer?
- Do you know your product and/or service?
- Best Practices
- Unique Value Proposition
- Landing Page
- Advertising campaigns
- Effective Product Cards
- Discounts and promotions
- Email Marketing
- Down Selling
1. Do you know your ideal customer?
You will have to represent one or more Buyer Personas, which is a fictitious representation of your ideal customer, which you will need to define the real needs, desires, and frustrations of your target.
Only by understanding the real needs of your prospects, Prospect is a prospect for whom we have contact information and who has been qualified as meeting certain criteria. In most you can provide them with a solution by purchasing your product and/or service.
2. Do you know your product and/or service?
There is no worse seller than those who do not know their product and/or service, for this you will need to have a 360-degree overview of the product and/or service you offer and verify that it meets the customer’s requests.
In this regard, it is useful to launch a Minimum Viable Product, also known as MVP, on the market, that is a product and/or service in the form of a test, which will be modified in subsequent releases thanks to feedback from the user’s experience of use.
In 2021 the user is the fulcrum of the business, a change of perspective aimed at satisfying the user’s user experience and the focus of every marketing strategy.
Marketing is the discipline through which supply and demand match to achieve user satisfaction through a relationship with the brand Brand is an identification symbol, trademark, logo, name, word, and/or phrase that companies use to distinguish their product from others. A combination…
The reference sector of the business is as important as the product and/or service offered, in fact, without a careful analysis there is the risk of proposing a product and/or service, even performing, but which will be doomed to fail because they are not introduced in the right sector of membership.
The analysis must also be made concerning the reference market, as if the proposed product and/or service is not suitable for that particular market, it will not perform well.
If the product and/or service costs more than the average, especially if it is a novelty, it will not immediately have the market, unless it is a unique and valuable solution that solves the user’s need.
If the product and/or service costs less than the average, it will probably be perceived as not valid, while if offered at the same price is the amount of money required for a product or service. In a broad sense, the price is the sum of all market of competitors economic parlance, a competitor is a company in the same sector or a similar sector that offers a similar product or service. Could be, if he has a sound marketing strategy, he will sell.
Furthermore, if the demand from prospects is real and the market is not saturated, we will have fewer entry barriers.
If, on the other hand, there is less demand or it is a niche product and/or service, we will have much more barriers.
The geographical area could also prove to be limiting, especially if it is not taken into account when deciding to start a business if a certain product and/or service has an excellent market in one area it is not said to sell well in another.
The web and the digital world allow us to get in touch every day with prospects from all over the world, but to offer products that are also valid abroad we need to analyze the country, the culture, and the real demand of our business in that particular market.
Benchmarking is the process of measuring a company’s performance against competition and industry standards. Companies benchmark to analyze the
To propose a product and/or service on the market you will necessarily have to make a comparison with your competitors: this will help you understand the positioning, price, and performance in the reference sector of your proposal.
6. Best Practices
From Benchmarking we obtain the so-called Best Practices, i.e. good practices, through which we identify the useful suggestions of those who have already undertaken our own business, avoiding making false steps.
7. Unique Value Proposition
The Unique Value Proposition, also called UVP, represents the brand promise, that is the value proposition that makes our product and/or services unique compared to the others.
It must be real, relevant, and achievable if we offer a product and/or service other than what we promised, we will have lost a customer who will interrupt his relationship with the brand, also telling his user experience to other users.
So be careful to promise only what you can keep.
Now let’s see which E-commerce Marketing strategies to use to increase the sale of our product and/or service.
8. Landing Page
Landing Page (translation: landing page) means a page specially created to convert site visitors into leads (contacts) or customers, often after having
A Landing Page is a landing page, structured to generate lead Often translated as “contact”, a lead is an individual or company who has shown interest by sharing contact information, such as email address, telephone number promote a product and/or service or give specific information.
We can divide Landing Pages into Squeeze Pages, used to generate leads, and Sales Pages used to make the sale.
People often don’t think about the power of conversion web marketing, conversion means when a user takes a specific – measurable – action that is important to your business. Examples are access to the site, the visit ofa good Sales Page, as the last step of any e-commerce marketing campaign.
If a customer wants to buy in our e-commerce, but the page is not the best, for example with products and sections placed in bulk, CTA Acronym for Call to action (translation: call to action). Instruction for the public aimed at provoking an immediate response. A verb is usually used in CTAs nonexistent or lack of clear information, we will have lost a sale.
9.Campaigns of Advertising
(abbreviated ADV) means advertising, it is a paid message that a company sends to inform or influence the people who receive it. The Advertising campaigns are an excellent sounding board of the brand and the product and/or service on the company and the web, but should always be defined from our target since it is not useful to launch campaigns across multiple social if you do not reflect our audience of reference.
10. Effective product cards
Do you have traffic on your e-commerce, but you don’t get any sales? This is certainly a problem for many, but the solution is simple: often, we look at the totality of the project, forgetting the details.
This is what happens when we talk about the product sheet, an element that in most cases is poorly written, non-existent, or lacking detailed information.
In these cases, a customer even interested in buying a product will think twice and maybe tired and frustrated by the situation, will turn to a competitor.
Subscribing to the newsletter represents a win-win for both the user and the business: you will get a lead that if well addressed will become your customer and the user will get information or discounts on your brand.
However, in 2021 no longer enough to just create a button that says “Sign up here” or “Subscribe to Newsletter” but you have to give value through free content such as a freebie or dedicated discounts.
12. Discounts and promotions
To attract more leads and convert them, making them become customers, in some periods you can launch special discounts and promotions or follow those from the calendar, such as sales or anniversaries.
In this regard, I recommend that you develop a good editorial plan.
Generally, if the product is accompanied by a discount, sales also increase exponentially.
13. Email Marketing
Email Marketing will be your right-hand man to keep alive the relationship between the brand and the user or customer, depending on which phase of the funnel (also known as a sales funnel or marketing funnel) is the process by which companies guide customers in purchasing products. The is found, you will need to send emails.
Then e-mail you send character information, for example when a new product comes out, or a post on the blog (short for “weblog”) is an “online newspaper”, or informational website, which displays information in reverse chronological order, with the latest and of a transactional nature, instead of to propose a product of interest to your customer, who will most likely buy it.
Another suggestion for your strategy is Retargeting, which is a type of online advertising that allows you to reach visitors who have already seen products on your e-commerce and redirect them to purchase.
The customer views a product and/or service on your site, but if he does not make the purchase, after a certain period, he will see through pop-ups, display advertisements, or directly in his email. call to action Call to action (translation: call to action) or CTA is an instruction to the public aimed at provoking an immediate response. In this, an imperative verb like is usually used. that will push him to buy the product.
Cross-selling allows proposing to the user, during the payment phase, one or more products in addition to its purchase.
The proposed products will be complementary to what we are buying, for example, buying a smartphone and offering a cover and a power bank.
Upselling allows proposing to the user, during the payment phase, one or more higher-end products than the product they are buying. For example, I buy a smartphone model and the latest generation model is proposed.
17. Down Selling
The Down selling allows proposing to the user, when it is undecided, one or more of the lower-end products compared to the product that is considering.
To avoid that the user does not buy anything, a lower priced product is offered than the one he is seeing.
For example, I am considering whether to buy a smartphone, instead of having me abandon the cart without validating the purchase, I am offered a lower-priced product.
Reviews work great to add value to your e-commerce the feedback must be real, from users who have tried your product and/or service.
As Neuromarketing teaches us, we are led to trust the opinion of those who have already experienced something before us, especially if that experience was very positive and is confirmed by several users.
I hope the guide is useful to you: which strategy do you already use in your E-commerce insurance Marketing and which ones have you decided to adopt or do you find most effective for your business among those proposed?