Is inbound marketing the saviour for your eCommerce business? It could be if implemented properly.
You might have heard all the buzz about inbound marketing. There are seminars, courses and conventions dedicated to the topic. And for good reason, inbound marketing is now the primary online marketing strategy for small to medium sized businesses. Even large corporations, rich with advertising funds to push their message out, are aware of the power of inbound marketing in the age of social media.
” The research shows that nearly 60% of marketers have adopted inbound marketing strategies and more than 80% of those executing inbound marketing have integrated it into broader company goals. People are also investing more in inbound, as budgets for this strategy have grown nearly 50% in each of the past three years. ” Says Meghan Lockwood, author of 2013 State of Inbound Marketing Report.
For those of you still doing push marketing or advertising, you’ll be happy to know that inbound will help you engage, convert, and retain a lot of those hard won customers. Inbound will prop up your outbound campaign ROI.
What is Inbound Marketing?
Inbound marketing subsumes the whole manner of techniques that attract customers via published content. Rather than distracting prospects, you’re laying some useful bait/content for them to consumer, and that content brings them further into your conversion funnel. If they don’t become an actual customer themselves, they may influence other prospects.
It’s the most effective and cost-efficient way of extending reach, building traffic, and improving your web site content ─ all keys to a successful ecommerce website.
Inbound marketing is a set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products. Inbound marketing is becoming widely accepted because it complements the way buyers make purchasing decisions today—they are using the Internet to learn about the products and services that best meet their needs. – from State of Inbound Marketing 2012 by Hubspot.
Converting with Inbound Marketing
If your store is the typical shopping cart setup with a few front end pages and product pages, it may lack the ability to truly engage, inspire and move the shopper to buy. You’re hoping and praying that your shoppers have enough momentum before they arrive to complete the sale. But, we know that cart abandonment is above 85% and conversion rates are not far off 1%. So let’s face it, you need to build momentum before they arrive and maintain that momentum right through to checkout. Your original branded content gets that done.
What is some of the content you can use to keep their attention and get them continuously engaged in the product’s value proposition?
- Product benefits – reiterate those 3 key benefits on every page
- Product details – displayed near the add to cart button
- High quality product photos raise credibility and confidence
- Appropriate illustrations when photos aren’t sufficient
- Video – demo showing product usage
- Whitepapers discussing the technology behind your products
- Testing and Quality certifications
- Case studies
- Expert reviews
- Shopping widgets that offer alternative products or accessories
- Shopping price widgets that offer volume discounts as they’re shopping or within the final checkout process
- Use responsive design to cater to mobile shoppers
- Incorporate appropriate social media widgets – Facebook reviews
- Use personalization programming to customize their shopping experience
Yes, there’s plenty more you can do to optimize the landing page to confirmation page experience and beyond. These 15 tips give you plenty to think about and implement.
To ask direct questions and inquire about ecommerce services, please contact our sales department.