Running a successful ecommerce store requires a steady flow of customers. But if you’re an ecommerce marketer, you know that generating the sales you need involves more than just a few ad campaigns.
Not all of your site visitors will want to buy your products, and many of the ones who do may not purchase right away. That’s where a lead generation strategy becomes essential.
With a lead generation strategy, you can attract qualified traffic to your ecommerce site and move them through the sales funnel until they’re ready to make a purchase. On this page, we’ll go over six tactics you can use to generate leads for your ecommerce business.
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Consider how your potential customers shop for the products they want online. In most cases, they begin by searching for the items they want on search engines like Google.
With an SEO strategy, you improve your site to help your pages rank in the results of those searches. This makes it easy for your potential customers to find you and allows you to focus your marketing budget on the people who actively search for your products.
Although SEO is the best long-term strategy for reaching search engine users, running pay-per-click (PPC) advertisements on platforms like Google AdWords is an effective way to reach searchers while you establish SEO rankings. PPC is also useful for competitive keywords that have clear purchase intent, but are dominated by your competitors.
When you create your campaigns, you determine where you want to display your ads based on the keywords users search. If you sell running shoes, for example, you could display an ad in the search results for “women’s trail running shoes.”
Then, you set bids based on how much you’re willing to pay for each click to your website, and you only pay that amount when your ad is clicked.
Many of today’s consumers research the products they want before buying. They want to know which products are the best options for their needs, which offer the best value for their money, and which are the most popular with other customers.
You can provide all of this information and more as part of your content marketing strategy. Publish blog posts, articles, and other content help your customers make informed purchasing decisions.
The topics you choose depend on your industry and products, but this content can range from buying guides about specific products to blog posts on the latest trends to articles with helpful tips. When you provide information that your customers want, you can help them make buying decisions – and build a trustworthy reputation as a helpful resource in the process.
Bill Craig WebFX President
Social media is a valuable marketing tool, and that’s especially true for B2C ecommerce companies. It’s the perfect channel for interacting with customers and showing your brand’s personality.
Some platforms also offer effective advertising options. On Facebook, for example, you can run ads designed to drive traffic to a specific page on your site and use their highly-specific targeting options to reach the exact audience you want.
These options range from basic demographic information like age, gender, and location to more advanced options like interests, career, education, and their past actions on Facebook. When you utilize these targeting options, your ads bring the exact audience you want to your site.
As we mentioned above, not all of your site visitors will be ready to buy on their first visit. But many of them will be ready to provide their email addresses in exchange for a discount or some other incentive.
Use email marketing to stay in contact with those leads and encourage them to return to your site. You can tell your subscribers about new products, notify them of sales, and share any other information they might find interesting.
You can also use automated campaigns to send specific messages to your subscribers based on the actions they take on your site. If a customer adds a product to their cart but leaves without purchasing it, for example, you can send them an email with a link to return and complete the transaction.
Your customers don’t all want the same things, which means that you can’t reach them all with the same marketing messages. With personalized marketing, you can tailor your ads and offers to be as relevant as possible to different customers.
If a visitor has previously visited a specific product page, for example, you can display offers related to that product as soon as they land on your site. The easier you make it for visitors to find what they want, the more likely they’ll be to make a purchase.
When a visitor arrives on your site, you want them to convert in some way. That may mean making a purchase, signing up for an email newsletter, or another action that moves them through your sales funnel.
Conversion rate optimization, or CRO, is the process of testing elements on your site to see which are the most effective in getting your visitors to convert. You can test everything from the layout of your product pages to the calls to action you use and use that information to improve your site for the most possible conversions.
If you’re ready to create a lead generation strategy for your ecommerce store, WebpageFX can help. We’ll work with you to choose the most effective channels for your business, then create a strategy tailored to your goals.
We’ve helped hundreds of clients reach and convert the customers they need online, and we’ll do the same for you. Contact us today for more information and a free quote!
Find out how WebpageFX can create an effective Internet marketing strategy for your website. Call 888-601-5359 or contact us online today for a free evaluation.