You’re likely already using PPC campaigns to drive traffic to your website, but how do you get the 98 percent of website visitors not willing to convert on their first visit to your site to come back once they leave?
E-commerce sites need a way to keep visitors interested in their products until they are ready to purchase, and that’s where inbound marketing comes in.
Inbound marketing focuses on creating quality content that attracts visitors to your website and ultimately nurtures them through each stage of the buyer’s journey to becoming customers. By educating your leads through your content, you position yourself as an industry expert and earn their trust, which will ultimately keep them coming back.
Below, we break down the four types of inbound marketing you can incorporate into your overall e-commerce marketing strategy to build relationships with your leads and guide them to becoming loyal customers.
Blogs: Create Content to Get Found
Blogging is a great way to attract new visitors to your site by creating the content they’re looking for, and studies show that marketers who prioritize blogging are 13x more likely to enjoy a positive ROI. But creating quality blog posts takes time, and your company shouldn’t start blogging without prior planning. Here we’ve listed a few best practices for blogging for your store:
- Before writing posts, create a few buyer personas to help you determine who you’re trying to attract and what topics are of the most interest to them
- Optimize your blog for SEO and your target audience by creating posts around keywords that your potential customers are searching for
- Focus on educating readers with your blog posts to help make them more informed customers
Lead Capture: Use High-Quality Content to Gain Contact Info
Your company should also consider creating premium content to grab the attention of your more interested visitors with the goal of turning them into contacts. Premium content is generally more in-depth than blog posts, and can be formatted into guides and e-books that provide readers with even more information and next steps that will move your lead further down the funnel.
Put this content on landing pages and gate it behind a form to capture desired information from your contact that you can use in your other campaigns to help close them as customers.
Lead Nurturing: Help Move Your Lead Through the Funnel
Lead nurturing email campaigns are a great way to guide your leads towards purchase. Your potential customers will likely need more time to do research before deciding whether to purchase your product, and an email campaign is a great way to keep your company on their mind.
For example, a boutique fashion store could email tips on styling dresses for fall weather, which would pique the interest of the consumer without feeling “spammy.”
Lead nurturing is also a particularly effective way to combat one of the e-commerce industry’s biggest problems: abandoned shopping carts. Last year, approximately $4 trillion worth of merchandise was abandoned in online shopping carts, but a series of timely reminder emails could be exactly what your potential customer needs to finally seal the deal.
By nurturing these leads through a series of emails, you can get your product back on their radar, out of their shopping carts, and into their homes and offices.
Related Article: The Importance of Lead Nurturing: Introducing LENS
Social Media: Be Where Your Customers Are
Your customers are active on social media, and you should be too. There are a variety of social channels to choose from, each with its own “personality” that dictates the content type and format that your audience wants to see.
Your company will have a unique social strategy based on the platform preferences of your customers, but we’ve provided best practices for some of the most popular social platforms for e-commerce businesses:
- Pinterest: Shoppers referred by Pinterest are 10 percent more likely to make a purchase than visitors who arrive from other social networks. Take advantage of this social site and “pin” high-quality pictures of your products.
- Twitter: While this real-time social platform is great for extending the reach of your content, it’s also a useful tool for interacting with and engaging customers, and can be used for customer service purposes and to monitor mentions of your brand.
- Instagram: Most popular with millennials, this highly visual photo sharing app is a great tool to use to get your product seen where your customers are likely looking most—their phones.
We hope you can use these elements of inbound marketing within your e-commerce marketing strategy to increase the visibility and reach of your brand and better nurture your leads into customers.