No one can ignore the presence of e-commerce giants like Amazon or eBay, or the emergence of platforms dedicated to artisan products such as Etsy, because these companies have very large marketing budgets and visibility on the engines of Unmatched search.
Despite this apparent hegemony, a trader can optimize his digital presence and ensure the durability of his company by effectively positioning his products in front of a qualified audience.
The implementation of an inbound marketing strategy specific to the reality of e-commerce will enable us to face several business challenges and generate new opportunities from the retailer’s website.
How can inbound marketing serve the e-commerce sector?
Inbound is a recognized methodology and many e-commerce companies are looking for ways to implement it in their company’s strategy.
So here are the elements to be put in place in order to increase the growth of a company in the sector of e-commerce.
Target relevant buyers
A strategy based on the creation and dissemination of quality content generates natural traffic on the company’s website while being beneficial for indexing in different search engines.
This natural visibility is essential because according to a study by Demand Metric, 70% of online shoppers prefer to discover a new product by consulting a blog article rather than a simple advertisement.
By ensuring visibility among interested individuals, the trader offers himself the possibility of establishing a relationship of trust according to the needs to which his products or services meet.
Highlighting products in a natural context
According to one study, 82% of online shoppers forge a favorable opinion of a brand when they discover it via a personalized article.
In this context, traditional advertising campaigns must adapt to this new customization format.
In order to attract prospective prospects, the developed content presents the various services in a natural context that moves away from the catalog aspect adopted by the e-commerce giants.
This approach humanizes the company and its services promote their benefits and highlights the expertise of the trader.
The audience thus experiences the brand from the beginning of the shopping cycle and each visitor can easily determine whether the products offered to meet their needs.
Collect data on the prospect and refine the sales process
By automating certain tasks and integrating powerful analysis tools, the inbound strategy allows you to collect valuable data on the company’s prospects.
These data allow the study of the behavior of visitors, especially in relation to Internet users who quickly leave the website without conversion.
By associating these observations with a relevant segmentation of the purchasing cycle, the retailer can proceed with the creation of evolutionary buyers, in addition to refining its approach to potential customers.
This data collection is also an opportunity to target the friction points that slow down the sales process.
Do visitors leave the site after viewing a specific page? Is the drop-off rate on the transactional platform important despite the increasing number of leads generated?
These observations represent opportunities for improvement through the analysis of the data provided by an all-in-one platform.
Establish and maintain a relationship with an undecided audience
Potential customers of a company can interrupt their browsing due to external factors, although they are always looking for different products.
In order to maintain a dialogue with these potential undecided clients, it is necessary to capture the information essential to retargeting during the initial interaction.
Inbound marketing tools are then used to identify and sort each relevant visitor, effectively target their needs and develop a trusting relationship through a personalized approach.
Such a strategy ensures a presence in the daily lives of each lead, which is advantageous when they are finally ready to complete a purchase.
The implementation of retargeting involves many efforts; however, different marketing tools allow automating the campaigns and customizing the content.
Increase business Opportunities
The items listed above create opportunities for interactions with leads that will require several points of contact with the brand before concluding a purchase.
However, impulse purchases should not be neglected since they account for more than 40% of online transactions.
The diffusion of emotion-bearing content being a cornerstone of inbound marketing, the retailer should expect an increase in these spontaneous acquisitions.
Almost 48% of impulse buyers admit to experiencing regrets, so they are more inclined to cancel their order and have higher expectations than the thoughtful customer.
Thanks to a neat inbound marketing strategy, the trader can ensure positive after-sales follow-up and convert these mixed individuals into satisfied customers.
How can e-commerce companies integrate inbound marketing strategy?
An inbound marketing strategy fulfills several desirable objectives for an e-commerce company since it allows transforming perfect strangers into customers and promoters of a company.
Attract relevant visitors to the site
It is not enough to increase the traffic of an Internet site, but also to attract individuals who may be interested in the products and services offered by the company.
In order to target the right audience, the company must first define the profile of the ideal customers by developing buyer personas.
The content will then be built to meet the interests, needs, and concerns of this standard audience.
By effectively combining a good SEO on search engines and promoting content through sound dissemination channels, it is possible to improve the visibility of the e-commerce site online.
Convert these visitors into leads
The creation of white papers, reports or webinars is an excellent initiative promoting an exchange between the expertise of the company and the personal contact details of the visitor.
Once this information is centralized and segmented, the retailer develops a trusting relationship with this lead by offering targeted content, based on its behaviors and intentions.
The offer must be sufficiently convincing and relevant to encourage potential customers to share their email address to view some of the content.
Encourage leads to make a purchase
A structured process allows automating certain stages of the inbound strategy and optimizing the commercial potential of individuals demonstrating a high probability of conversion.
For example, an email marketing campaign triggered at the right time engages potential buyers and drives them further into the purchasing process.
Once the audience is targeted, it must then be invited to undertake specific actions using clear call-to-action, sometimes dubbed personalized promotional offers that consumers will not be able to resist.
Loyalty to Buyers
Consumers do not hesitate to comment on their experience on social networks and to promote a brand and its products such as proud ambassadors.
In order to take full advantage of the power to promote satisfied customers, it is important to maintain a relationship by offering added value to the consumer.
Impeccable after-sales service and regular communications are necessary for the maintenance of exchanges and, will generate additional sales to the already conquered consumers.
In addition, testimonials, photos, and quotes are useful tools for creating simple, free content that will create an interesting commitment.
Analyze and improve practices
An inbound strategy that centralizes and collects data relevant to database analysis will enable an e-commerce company to detect and generate more transaction opportunities.
For example, an all-in-one platform will quickly identify which landing pages generate more leads, or what offers to generate the most conversions.
In addition, marketers will be able to quickly discern activities that can be automated and initiatives that have a better return on investment.
The evaluation and improvement of each stage of the purchasing cycle will ensure the optimization of the business potential of retailers.