The biggest and most important question for marketing an eCommerce store is, how am I going to sell my product? How will I get my product in front of the right customers? How will I persuade the customer to purchase from my store?
I’ve spent the last 5 years of my life answering these questions in the form of my very own store and businesses.
There are hundreds of ways – but what will actually work? Which marketing methods will actually yield conversions for your eCommerce store?
I have put together the best 5 methods for marketing your eCommerce store and will explain how you can/should use them. These include:
- Paid Social Advertisements
- Community building on Social Media
- Google & Bing PPC Advertisements
- Retargeting Campaigns
- SEO (Search Engine Optimisation)
If you get these methods right they can seriously boost your conversions and take your eCommerce store to the next level.
Paid Social Advertisements for your eCommerce Store
Now.. where do I begin with this! This one is a big-un.
I used to run huge campaigns across Facebook & Instagram which brought in around 75% of my sales – which equated to thousands of sales each month for both my eCommerce and dropshipping store.
There are 3 main areas to consider when running your social media advertisements, and these include:
- Targeting & Ad Placement
- Ad Format
If you are a product based store – then there is one main route you should go – Carousel Adverts.
Those are the adverts where you can scroll through each product on Facebook & Instagram as if you are already on the store!
Targeting Your Paid Social Advertisements
There are four main ways to target your paid advertisements:
- Demographics (age, gender, location etc.)
- Interests (What pages they like)
- Lookalike Audiences (LLA’s)
Generally I initially started by targeting demographics and interests – followed by creating Lookalike Audiences & Retargeting campaigns for people who have visited or converted on my site.
LLA’s are known for being a fantastic way of expanding your reach and finding new customers.
The main thing to consider when starting Paid Advertisements is to test, test, test.
This is dependant on your marketing budget as a whole – but when I first started, we were very budget constrained.
I began by creating various adverts on just £3-5/day – these initially tested by ad design, then I tested my targeting, which left me with the highest converting campaigns for the ad spend.
As mentioned previously – I always tested this vigorously to ensure I was using the best format. Facebook/Instagram currently provide the following formats:
- Image adverts
- Video Adverts
- Carousel Adverts
- Slideshow adverts
- Collection Adverts
- Instant Experience Adverts
As you can see, there are a fair few to choose from. My recommendation would be to test image and carousel adverts initially, of various designs.
When you move onto more complex content such as videos – these can be great for brand & product awareness and then allow you to retarget the most engaged users.
Community Build on Social Media for your eCommerce Store
Through my experience, I have seen some fantastic communities that run themselves on Facebook Groups – these are groups that you have to invite users and they discuss certain topics.
One example would be an eCommerce store for Baby & Toddler clothing – they could set up a mums group to discuss various concerns parents have, as well as share entertaining stories & experiences.
This begins to create a community feeling around your brand and builds trust/awareness.
There is no need to sell to these people in the group – but it may be an idea to target ads at them outside of the group as they would be a lot more likely to purchase.
I’ve also seen groups where users sell second hand items of that brand within them – this makes the initial value of a product seem a lot less.
For example, if you were to purchase a £50 item of clothing, but you know you could sell it again after using it for £30, then the cost is only £20.
Although this can seem counterintuitive as people are buying items second hand rather then from you – it actually puts you in two different demographics – the budget/second hand buyer & the more premium first hand buyers.
Generally social media is all about community building – not only to entice them to your store!
Google PPC Advertisements for your eCommerce Store
I’ve personally achieved a lot of good stuff from PPC advertising – but it only works if you have a budget to experiment and test with.
In summary, you are bidding on certain search terms on Google.
For example, if you were a baby & toddler eCommerce store, you may bid on the search term ‘baby clothing’ and appear as a shopping or search advert.
One thing to note is that you are bidding against other brands for that search term – so you will have to outbid them to be able to appear. Take a look at the example adverts below:
You will need to trial bids on various keywords and phrases and see what converts – some bids on keywords may be too high to achieve a ROI (Return On Investment) and you may have to stay clear.
If you need any help with PPC, there are many extensive guides out their.
Retargeting Campaigns for your eCommerce Store
This is when you target someone who has already visited/engaged with your social media or website. They would have seen your brand at some point – and should be more likely to convert.
We can do this through either through our Paid Social campaigns or Google PPC.
An example is if we display ads to people who have already been on our store but did not purchase – maybe they need reminding to checkout, or need further convincing.
Or another method is to retarget customers who have already purchased, and you have some new items on your store which they may also be interested in.
With any successful advertising campaign, retargeting is very important to maximise your ROI. You would be silly not to!
Here is a guide by HubSport on retargeting ads.
Be sure to check out our other articles including how to start a dropshipping business in just one day and some fantastic low budget business ideas!