Proven Methods for Generating Leads for Your E-commerce Business
In order to run a successful e-commerce business, you'll need a steady flow of customers. However, if you're an e-commerce marketer, you'll know it takes more than setting up a few ad campaigns to achieve this.
The first thing to understand is that not every visitor to your store is there to make a purchase and more than likely the ones who are, won't purchase something right away. This is where a lead generation strategy comes in. After all, yesterday’s leads are today's customers.
By creating a lead generation strategy you'll be able to attract quality traffic to your e-commerce site. In this article, we'll demonstrate some best practices you can use to increase the lead generation for your e-commerce business.
We all know the importance of SEO in digital marketing and it's no different when it comes to generating leads for an e-commerce business. After all, lead generation tactics won't work if there aren't any visitors to your store.
No matter what type of content you're writing if it isn't correctly optimised, you'll potentially lose valuable leads. Think of targeted Keywords, product descriptions and meta tags as lead generation magnets.
Pay Per Click or PPC is a digital marketing tool, that allows marketers to bid on Keywords relevant to your business. If done correctly, your business can instantly appear on page one of a search engine and be in front of millions of people who are searching for products relating to your business.
Below we've highlighted some of the ways PPC can help generate your e-commerce leads:
Attract potential customers who are looking for what you offer.
Keyword ranking and traffic.
Grow your audience insight - learn more about your leads and their behaviour.
See what potential leads are searching, and craft your message to suit their needs.
Track ROI down to the penny.
Grow your lead database to optimise marketing platform to reach them.
Before you ask, yes, e-commerce marketers do need to create content, especially if you're dealing with products that are highly competitive. Take a closer look at the established e-commerce sites, you'll notice they concentrate on creating content related to their target audience.
By keeping a blog or vlog section on your website, you'll be able to drive leads automatically. All that's left to do is create informative, valuable content for your visitors, (it's not a scary as it sounds).
Unfortunately, I'm not talking about the warm gooey type, no I'm talking about website Cookies. Although, these are just as delicious when it comes to e-commerce lead generation.
Every visitor to your website is a potential lead, with the help of website cookies you can retarget these visitors on Facebook, Instagram and Google Ads, based on nothing more than the cookies they received from visiting your site.
Cookies are by no means perfect. Lots of users block cookies, plus cookies eventually expire. However, cookies are a valuable tool in lead generation that allows you to take advantage of the e-commerce sale cycle.
A great starting point of any e-commerce lead generation is email marketing. This is because email marketing is one of the most effective ways of communicating and nurturing leads.
Convincing leads to sign up to your mailing list is only half of the battle. Once they're through the door you'll need to use the tools in your marketing strategy to convert these leads into clients.
Think strategically. For example;
Incentivise your mailing list sign-ups by offering leads a % off their first order. If your business is just starting out, MailChimp is a great email provider, allowing up to 2,000 subscribers and 12,000 emails a month, for free!
Like all areas of digital marketing, social media can play a big part in lead generation when it comes to e-commerce. With social media followers already showing an interest in what you have to offer; it's simply a case of converting these people into leads.
Content - Social media content is just as important as web content. It shows your audience, what you're all about as a company. Make sure you tailor your content to speak to your audience.
Soft sell - While it's important to avoid hard selling in your organic social posts, don't be afraid to include links to your website.
Social Ads - Social ads are a great way to generate leads while collecting information about your audience. Social ads allow you to target specific audiences and demographics. For example, fashion retailers can create different ads for men's and women's fashion, as well as age groups and even interests.
CTA - Just like any form of advertising it's important to include a CTA within your social media content. This might include a buy now button or a link to your website or specific landing page.
Social media taking up all your time? Take a look at our 7 Free Social Media Tools for Your Business which has plenty of tools that can save you time and money.
We Can Help!
Generating e-commerce leads can sometimes feel like a difficult task, however, the more work you put into understanding you audience and their needs the better results you’ll seem. If you’d like more information on how Rare can help you improve your e-commerce lead generation click the link and get in touch.
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