eCommerce Marketing Tips (episode 240)
We’re celebrating the publication of host Chloë Thomas’s new book eCommerce Marketing: How to get Traffic that BUYS to your Website by bringing you marketing tips from 3 eCommerce marketing experts.
Chloë’s joined on the show by:
- Veta Armonaite from Omnisend
- Becky Hopkin from Digital Gearbox
- Komal Helyer from Pure360
Each sharing their top tip for eCommerce marketing success in 2019 and beyond.
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New eCommerce Marketing Book
Pulling from hundreds of interviews and real-life case studies, this book has been created to help solve your marketing problems.
Based on pre-release feedback, it does just that!
Like it’s predecessor with the same name, this totally rewritten edition of Chloe’s book has chapters devoted to every marketing quandary you may have.
Including entirely new chapters dealing with everything from social media advertising to Web Push Notifications.
This new book also outlines Chloe’s Marketing Maxims and makes it easy for readers to figure out which marketing method they should ACTUALLY be focusing on.
The new book is available now as Kindle and Paperback on Amazon worldwide, (audiobook coming later this year). Find out more here
Just £1.99 / $1.99 on Amazon Kindle until November 18th!
Top eCommerce Marketing Tips
Today’s episode brings you loads of awesome advice from three eCommerce marketing experts.
Veta Armonaite on Shifting Your Mindset From Channel to Customer
First in line is Veta from Omnisend with advice on what mindset shift you need to make to take your marketing to the next level.
Veta says that focusing on the customer first and then the channel is the key to smooth and holistic messaging. Too many marketers put too much emphasis on the channels they use and don’t pay enough attention to the customer journey.
By focusing on what the customer wants and needs, businesses can be sure to be relevant at specific points along the customer journey.
- Follow the Journey: It’s crucial to take the time to follow the customer journey and make sure you are presenting a unified message.
- Don’t Overwhelm Your Customer: It’s far too easy to bombard your customers with too many messages at the same time. Focus on every touchpoint of their journey and bring to mind what is most relevant to them.
- Don’t focus on the Channel: Instead of thinking—”I need to do more email” think in terms of the customer—what do they need or what action do you want them to take? By doing this, you are not only more relevant but you’ll likely see better engagement and purchase rate.
While this sort of granular detail might seem complicated, Veta argues that once you get started it really isn’t.
Veta walks us through a scenario: Imagine you have an interested customer on your website who has placed some items in their cart but then left the website without purchasing anything.
By following up with an SMS reminder, then an email coupon, then a redirection ad on a social platform like Facebook you have a much higher likelihood of recapturing that shopper.
Listen to learn how multiple channels can help you recapture sales.
By using multiple channels, you’re also more likely to re-engage that person. In fact, employing more than 2 or 3 channels in communication increases customer buy-in by 250%.
The mix of channels will vary depending on your customer, so identifying their needs is the first, most crucial step.
To learn more about how Omnisend can help you achieve this kind of balance visit www.omnisend.com to learn more.
Becky Hopkin on Rolling Up Your Sleeves With Your Google Shopping Ads Segmentation
Shifting gears from Customer Journeys to Google Ads, Chloe talks with Google Shopping Ads Guru, Becky Hopkin from Digital Gearbox.
As an expert on Google Ads, Becky shares her top tips for wading through the muck and making Google Ads work for you. Get ready to hit rewind because this section is packed with useful tips and tools for mastering Google Shopping Ads.
For Google Ad’s success, segmentation is key. Becky says that too many businesses group all of their products under a single Google shopping campaign with a single ad group containing every product they sell.
By having all the products in one Ad group, your ROI is taking a massive hit. Segmentation allows you to put more budget into your higher profit products and redirect savings to drive those returns even harder.
Adding data and layers of complexity brings greater richness to your Google Shopping Ads and allows you to have greater control over the outcome.
Listen here to learn everything you need to know in order to get started with segmenting your Google Shopping Ads
If you have never segmented before, but have been running in Google Shopping for a while, you’ll have access to Google Dimensions report that will show you existing variances in your existing groupings.
Typically, she says there are almost always obvious optimizations available from those reports that will give you data about how to start segmenting. As you go through your Google Shopping Ads journey another great tool Becky recommends is Google’s Benchmark Product Price Differentials which gives you the percent difference between your average product price and the associated benchmark for that price.
The results of this kind of segmentation can be massive. Becky recalls working on an account with no segmentation in place and was able to reduce the cost of conversion by 52% over the course of three months.
If you want to learn more or get a free audit, connect with www.digitalgearbox.co.uk
Komal Helyer and Understanding the Importance of Personalisation at Every Level
Komal Helyer with Pure360 says that in 2019 and beyond, personalisation will be a key for success for eCommerce brands. In a recent study, groups of participants were asked whether marketing communications that used their first name would cause them to engage.
Only 8% said it would make a difference. However—when they asked if communications offered personalised offers—over 45% said they would engage.
93% of businesses see an uplift in conversion with personalised marketing, something that Komal says makes personalization equally essential for marketing teams and businesses overall.
Despite the statistics, personalisation is still fairly uncommon, a phenomenon due to a range of factors—from lack of knowledge to time to quality of existing data a marketing team might have access to.
The good news is that there are lots of ways to personalise your communications, even without loads of experience and knowledge. Here are a few of Komal’s tips.
- Behavioral Targeting: Look at abandoned browse, abandoned basket and find ways to use that data to bring revenue back to your business. With 70% of baskets abandoned in eCommerce, Komal says that it’s a great opportunity for marketing to bring revenue back to the business.
- Personalized Promotions and Dynamic Content: Set up creative/imagery in your website that targets different personas with the same product. A holiday to Florida might show a Disney Creative to a young family while it shows Busch Gardens and rollercoasters to a family with teenagers or it might show images of a beach to a couple.
- Weather Based: Weather influences how people shop. They may postpone or push up something that they had planned due to the weather. They may or may not buy due to an immediate need. There are many ways to use weather for personalisation. Your brand might be suggesting the best items to buy for current weather or simply knowing when to push umbrellas instead of lotion.
- Scarcity and Urgency: Showing consumers how many other people are looking at the same product, for instance, can drive urgency.
- Post Purchase: Once your audience has made a purchase, consider how to bring them back or increase their loyalty over time. For large ticket value items—sending content related to the item or experience can be a great way to connect. Replenishment campaigns or other product cycle campaigns are useful for consumers.
Pure360 is an all in one AI marketing platform that works with its customers to achieve their best results. To get a complimentary personalisation audit, visit https://www.pure360.com/personalisation-audit/
Interview Links
Related episodes
- Running 5 niche DIY sector eCommerce sites with ex Phones4u Andy Lockley of LoveShoppingDirect
- The 3 Pillars of a Successful Subscription Business, top tips from our latest Virtual Summit
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