The eCommerce industry is getting more competitive with each passing day. It’s no longer enough to simply have a website and wait for the customers to arrive.
This article will guide you through a range of lead generation tactics to bring new customers to your eCommerce business. By the end, you should be able to generate high-quality, targeted traffic that converts into sales.
What is Lead Generation in eCommerce?
In lead generation for eCommerce, a lead is someone who displays an interest in your products or services. Ecommerce leads are captured in many ways, such as clicking your ad, following your brand on social media, or subscribing to your email newsletter.
Ecommerce Lead Generation Strategies
Search Engine Optimization (SEO)
SEO is the process of improving your website’s ranking in Google’s search engine results pages (SERP). This is one of the most common lead generation strategies, as higher rankings directly lead to an increase in website traffic.
The first step in every SEO strategy is having a well-optimized website that provides what your target audience is looking for. You see, Google’s algorithm is built around providing the most relevant search results.
The main tactic is to use specific keywords that are being typed by your audience, but also related to the page you want to rank for. For example, if you sell small camping tents, you may want to include keywords like, “small tent for three people” and “small tent for desert camping”.
Related: Are SEO Services Affordable?
This is a marketing technique that involves publishing relevant and valuable content to attract, engage, and retain a clearly defined audience. Content generates traffic to your site, which in turn generates leads.
Content marketing is more than just the written word. In fact, a great content marketing strategy uses videos too. Visual content is more engaging than text or slideshows, and they offer a variety of ways to communicate with customers on product demonstrations, tutorials, customer testimonials, and more.
One thing you might have put on the backburner for your site is a blog. Let us boost your enthusiasm with our blog post 9 reasons why your ecommerce site should have a blog!
Pay-Per-Click Marketing (PPC)
When you do a search on Google and an ad for a product pops up, this is called pay-per-click marketing. If you do it right, you can bring extremely targeted traffic to your product/service pages.
However, you can easily burn your whole marketing budget if you don’t know what you’re doing. In order to avoid paying too much per click, it’s important that the ads are properly optimized, which means they only appear when someone is actually looking for what you offer.
Social Media Marketing (SMM)
Social Media Marketing (SMM) is a form of online marketing that involves promoting and selling to people who are on social networks, like Facebook, Twitter, YouTube etc. A successful SMM campaign will boost brand awareness and increase engagement with customers by providing them with content that is both timely and relevant.
It’s important to know who your customer is and what platform they spend their time on. For example, TikTok may be best platform if your customer is a teen, but Facebook may be better for targeting older audiences in specific niches.
Many use social media sites as platforms for content promotion and shareable links. You can also try Facebook ads, which are usually cheaper than Google ads, while also allowing for better targeting.
Conversion Rate Optimization (CRO)
Conversion Rate Optimization is the process of improving site design to increase the proportion of visitors who convert or perform an action, such as purchasing a product.
CRO is important for any business with an online presence. By optimizing your website to be as user-friendly and intuitive as possible, you will lead more people through the conversion funnel that may have otherwise been deterred by a less inviting site design. Common CRO tactics include A/B testing, multivariate testing, and personalization.
This is another great avenue for acquiring leads in order to gain new customers. The easiest way to do this is by setting up email marketing software, such as Mailchimp or AWeber.
This will mean that when someone signs-up to your mailing list, they can automatically receive offers from your company over time, which should then see them convert into a customer if properly nurtured.
A great email marketing tactic is to lure in subscribers by offering a freebie or “deal of the day” to entice them into signing up for your email list.
You should also consider using an incentive system with reward points that can be redeemed as discounts on future purchases, which will encourage more loyalty and higher conversions over time.
The more personal and targeted your emails are in content and design, the better they will be received by the recipients.
One of the best ways of generating customers is to meet them in person. Attending events where your target market is present and speaking to them about the benefits of purchasing from you can be a great way to get more eyes on your business.
Events are also an excellent place for networking, which will help put you in touch with other businesses that may want to trade links or advertise together.
You can also consider hosting your own virtual events, which are a great way of attracting customers who might not be able to attend in person. This also provides an opportunity for people in different countries around the world to get involved.
Start A Podcast
Podcasts are all the rave right now – and we can understand why. By taking the time to create a podcast, you can connect with customers who might not have otherwise known about you. This is because podcasts are increasingly popular and if someone stumbles across one of your recordings, it may then lead them to find out more about what you offer.
Despite what you may have heard, print isn’t dead yet! In fact, there are a number of marketing tactics that you can use with your printed materials to help build up more customer interest.
Printing some marketing material and putting it in places where your customers are is a great way to generate more leads. This might include posters at bus stops or handing out leaflets on busy streets.
If prospects don’t convert during their first interaction with your brand, keep the faith. Use retargeting to reconnect with audiences who have engaged with your brand but failed to take the next step.
As customers may need to see your brand a few times before they convert, retargeting is a strategic way to continue guiding customers down the purchase funnel.
In order to acquire new customers for your e-commerce business, you need to have a strong marketing strategy in place!
As shown by all this information, there are many different ways one can successfully market their online store – but no matter what strategy you choose, always remember to be authentic and relevant in order to generate return visitors.