First things first: don’t expect an instant return on investment from your online store. As in any business niche, e-commerce takes time to develop your business and guide your customers through the marketing funnel. However, if you think it is taking too long and your results have not flickered for a long time, you do need to do something about it. You cannot “add to business” endlessly. So what to do?

Look objectively at your e-shop activity

What aspects are worth taking into account?

The quality of customer service
What was the process of servicing customers who so far decided to use the services of your store? Was everything smooth and without problems? The ordered products reached the addressees on time, and the buyers received the goods as described? Or maybe there are some reservations and complaints? If so, how did you react to them?

There is a lot of competition in the e-commerce world. Today, you win not only with the lowest price, but also with the highest quality of customer service. If there are clashes and negative reviews follow, the chances of staying in business with a good result decrease.

If you notice that the sales process can be improved and streamlined – be sure to implement these changes! The more satisfied the customer with the cooperation, the greater the probability that they will recommend your store to their friends. The power of such recommendations can be very long!

Communication channels used
To increase the visibility of your e-shop, you need to be where your customers are. Is your e-shop present on social media, e.g. on Facebook? If so, is your profile active there? How often do new posts appear on it? Do you answer customer questions? What are you posting? Are there other customer reviews? These elements may be important because activity in social media builds awareness of your brand and creates its image.

Also remember that social media is a great place to promote e-shops. More about it in a moment.

Ranges
Take a look at how many people visit your e-shop each month. Combine this information with competition data. Why is the number of visits important? Because the number of transactions also depends to a large extent on it. Although it is obvious that not everyone who visits your e-store will automatically become its customer, each visit brings you closer to conversion, and the better the targeted group, the greater the probability.

In addition, the larger the ranges, the more valuable the page becomes in the eyes of Google’s algorithms, and thus – the higher its position in search results.

Take a closer look at your advertising strategy

Advertising is a trade lever – this well-known saying is more than just an empty phrase. It works very well for an e-commerce niche. With a huge number of online stores, you have to advertise. A well-thought-out, coherent and well-implemented campaign is the foundation of success.

So how have you advertised yourself so far? Did you only use free tools, e.g. ran a Facebook shop profile without even investing in advertising on this website? Or maybe you spent a lot of money on marketing, but it did not translate into return on investment?

In the latter situation, there may be many reasons for the failure of the campaign – from the wrong selection of the target group, through an inadequately formulated message, to incorrect setting of campaign parameters. This could happen, for example, if you did all these tasks yourself, and you are not an expert in digital marketing.

In theory, setting up an advertising campaign is simple. Exactly. In theory. In practice, not necessarily. Without a good action plan and its precise implementation, the advertising budget may go away, not even increasing the number of visits to the store, let alone conversions. Therefore, it is extremely important to optimize the campaign, i.e. target it so that it invests funds in groups where it is most profitable.

Does this mean you need to cut your advertising budget and focus on other aspects of your business? On the contrary! Money well spent on marketing will translate into the expected results and will allow you to finally spread your wings.

Effective advertising in e-commerce, which is what?

Marketing in the world of e-commerce can go two ways: outbound and inbound.

Outbound marketing is all tools that focus on actively looking for customers and convincing them to take advantage of the offer. Inbound marketing is based on inbound traffic – that is, conducting activities in such a way that the customers come to the company themselves.

A good strategy for an online store should include tools in the area of both of these strategies – so that you can achieve short-term goals (e.g. quick increase in sales in connection with a promotional campaign) and long-term (i.e. acquiring customers who will come back more than once, and even promote your business). The question is, what exactly to do?

There are tons of advertising tools you can use. One thing is certain: it is worth focusing on direct advertising, PR activities and SEO tools. Let us discuss them one by one.

Online store advertising

There are many advertising tools on the web. And so, e-commerce campaigns can be conducted, for example, using:
– Google Ads, such as product ads – it is worth making sure that products from the store appear in the advertising section in Google search results. Currently, the search engine presents a “carousel” of products above advertising links and from organic results. This is where you want to be!
– banner advertising – advertising banners, presenting, for example, the latest promotional campaigns and discounts, should go to, for example, portals whose content is identical to your offer.
– remarketing advertising – it can take many forms, but the rule is simple: if the customer has already visited your online store, the ads displayed on the banners will directly relate to his visit. For example, he will see specific products he has been browsing with a proposal to reduce their prices. This strategy works very effectively!
– ads in social media – on Facebook, these are ads redirecting to the store, placed in the news feed, as well as in the side panels of the website.

Large online stores also advertise in traditional media – on the radio and even on television. However, you can only afford it if you plan very large ranges and are sure that you can handle them logistically.

Remember: advertising, especially the banner one, is primarily used to achieve short-term sales goals. It is aimed especially at consumers who are already potentially interested in your offer and need an impulse to take action.

Image is important

Take care of it especially in the world of e-commerce. How to do it?

– Run profiles on social media – be where your potential customers are and interact with them. Which social media should you choose? Of course, Facebook is a must, also when you operate in the B2B area. Instagram and LinkedIn can also be useful.
– Join consumer feedback programs – give customers the opportunity to review your store and try to get as many authentic, positive recommendations as possible. Such an opinion may be encouraged by, for example, an additional discount on subsequent purchases.
– Think about working with influencers – especially if you want to sell on a large scale.

Increase your visibility

The reason why an online store may not be profitable may be that… it is invisible to Google’s algorithms. And if it’s not there, it may be harder for the customer to reach it. How to change it?

– optimize the content on the e-shop website – if you use product descriptions from their manufacturer, get rid of them. Such plagiarisms are poorly received by search engine robots and lower your rating. However, unique texts on the home page, as well as those containing categories, subcategories and specific products will strengthen your position;
– think about sponsored articles that will combine SEO and image functions. Thanks to them, you will gain valuable linking and engage customers at the same time,
– make sure that the e-store meets the applicable standards – it is, among others, o responsiveness of the website, as well as the loading time of the start page or smooth operation of the entire store,
– consider running a shop blog – it will serve as a guide for a potential customer, and will also be a great tool for long tail positioning.

Acquire valuable leads

When does a client become a client? Once he knows your brand, trusts it, is aware of your products and the need to purchase them. However, in order for him to be able to go all the way through the marketing funnel, you must first get in touch with him – so that you can stay in it for a long time.

The best way? Acquiring e-shop newsletter recipients. It’s quite a simple task – especially if you offer a 10% discount on purchases for entering your address. It’s worth it!

A long mailing list with the addresses of potentially interested people is a real gold mine. In well-matched e-mails in terms of content and graphics, you can:
– recommend new texts on the company blog,
– inform about current promotions and discounts,
– remind you about the products you offer.

This way you will stay in touch with the client and build a long-term relationship. And what next? Conversion is on the horizon!

There may be more reasons why your store “does not sell” – for example, a terrible website layout, difficulty in making a purchase (generally bad UX), or, for example, poorly selected payment or shipping options. It is worth auditing such a store to gain a holistic knowledge of what can be better in it.

What is inbound marketing?

Inbound marketing is a strategy aimed at persuading the customer to contact the company on their own. It was created in opposition to traditional methods of promotion – included in the circle of outbound marketing.

Inbound marketing involves:
– building long-term, valuable relationships with the client – those that will result in not one conversion, but many,
– partner, two-way communication – one in which the company really listens to feedback and reacts to it,
– shaping and strengthening the company’s image and building an emotional bond with customers,
– “leading” the client through the sales process in an advisory form – so as to provide him with the necessary information, but not directly persuade him to buy.

This strategy has been the most popular promotion method in recent years, used by both large brands and smaller companies. The place where it is easiest to implement inbound marketing strategies is the Internet.

Inbound marketing vs outbound marketing: what’s the difference?

Before I go over the specific tools from the “inbound” palette, it is worth explaining in detail the differences between traditional promotional communication methods and inbound marketing.

Messages in outbound marketing:
– have a highly persuasive character,
– they are typical advertisements – they can be easily identified among other content (thus they can be “filtered” by recipients, and thus – ignored),
– they are often overly intrusive, which can evoke negative emotions (although this does not have to be the case, as long as the outbound communication strategy is well planned),
– they are less likely to be precisely targeted, which means that they also reach random recipients, which translates into relatively low efficiency.

It is also worth knowing that outbound advertising can carry high costs per pageview / click, because it has to pass through a fairly dense screen before it reaches the customer who is really interested in the offer. For these reasons, modern marketing focuses precisely on building inbound traffic.

In inbound marketing:
– communication is two-way in nature – it is focused not on one-sided message, but on interaction (thus building partner relations and commitment),
– the goal is to build a relationship, not a one-time sale,
– focuses on counseling, not intrusive persuasion,
– messages are personalized and reach well-targeted recipients – thanks to this, they enjoy a better response.

So you could say that inbound marketing puts the customer in the spotlight and realistically adapts to their needs, not just promising to do it.

What does inbound marketing do?

Reaching for inbound marketing tools is not just a temporary fashion. These activities bring very tangible results – in the long term. By using these tools and, in fact, by changing your approach to the client, you can gain a lot.

– Own database of potential, very promising customers
Not the random ones, of which one or two people out of every 100 people will be interested in your offer. One in which there will be consumers with high conversion potential, and therefore in human terms: more willing to make a purchase. Importantly, the list of potential customers builds itself – those interested will leave the data for you, e.g. by subscribing to the newsletter. This is the beginning of a long road that will ultimately lead to a positive transaction closing in many cases.

– Building commitment
How do you make purchasing decisions? Is it only based on “hard data”? What if you have two products with very similar features and price in front of you? How do you choose then? Then even the most hardened “logicians” will reach for emotions, so they will choose a brand that they simply associate better. One that is not indifferent to them. Being focused on interacting with users and encouraging them to take action on their own is like a foot in the door – the commitment invested builds a bond, and thus increases the chances of the final purchase of the product.

– Financial benefits
Inbound marketing strategies bring long-term benefits – also financial. The costs of generating a lead and then converting are much lower than when using outbound techniques. Reason? Much more precisely targeted communication. Since you reach people who, at least initially, are interested in your offer, the chances that they will decide to buy becomes much higher. Simple! In addition, once set in motion, skilfully selected inbound strategies can function almost like a perpetual motion machine, or at least operate and attract new customers for several years.

– Better meeting customer needs
When you reach for inbound marketing, you focus on how to realistically solve your clients’ problems. And since you give them ready-made proposals tailored to what they really want (and not what you think they want!), You can count on positive interest.

In summary, inbound marketing means lower costs, higher effectiveness in reaching customers and long-term effects. In a word: everything you dreamed of!

How to start using inbound marketing?

You already know what exactly inbound marketing is. However, this is just the beginning of the road. Now you have to plan your strategy in this spirit. What tools to use? How to prepare for it?

First things first: in inbound strategies you give the client a sense of control. You give him your responsibility. You just let it find you. You don’t urge. You show possibilities. Only this and so much.

How to implement inbound marketing strategies?

Inbound is based on three main tasks that the marketer has to face – obviously related to the stages of leading the customer through the sales funnel. You use inbound marketing to:
– attract the recipient’s attention – inform them in advance about your presence on the market and show that you are a partner who can be trusted. At this stage, it’s all about building a brand image,
– engage him in interaction – it does not have to be a purchase of the product right away At the beginning, it is enough for him to like your post, write a comment or subscribe to the newsletter. The time for the “harvest” will come later,
– provide a solution to your problems, so you can enjoy your purchase.

Remember: the above levels of commitment also define the relationship with the customer, who from a complete stranger becomes a “friend” (feeling a hint of sympathy for the brand), a friend, customer, and finally a promoter of your company. And this is exactly what it is about to achieve.

What inbound tools can be used on the Internet?

The range of tools suitable for generating incoming traffic is huge – especially in the Internet space. At each of the stages discussed above, you can apply different solutions and media.

Inbound techniques at the stage of attracting the recipient’s attention

Attracting a customer’s attention – especially in a competitive market – can be the biggest challenge. So how do you get attention by doing it in a non-pushy way? The answer is simple: prepare valuable content for the recipient. For that to be the case, you must define in advance who and for what purpose you will be addressing.

In inbound marketing it will not be necessary to clearly define the purpose of the promotion and the meticulous creation of personas. It’s about identifying exactly who your potential customers are. You have to answer questions about their needs, concerns, worries and … how their day is going. How do they use the Internet? Where can you find them?

Once you know this, getting their attention becomes much easier. You will not be blind, and you will appear where they are also. And what specific tools to use?

Content marketing
Create a company blog and publish valuable content on it – the kind that will allow you to find answers to the questions bothering your customers. They cannot be strictly advertising. The more expert and specific the responses you give your audience, the better your impression will be.

Social media marketing
Start promoting yourself on social media. Not all of them, but those that your customers visit. For example, a clothing manufacturer can “win” little by promoting itself on LinkedIn or Twitter, but already on Facebook or Instagram – much more! Remember that promotion through these channels is about building engagement – and therefore about making your posts receive the greatest possible response from “live” users.

SEO
Positioning is the first step to attracting attention to your offer. The higher your page is in the search results for related phrases, the greater the chance that the interested party will find your page and leave a lead.

Classic ads
preferably in the remarketing model – so that they reach people potentially and initially interested in the solutions offered. Thanks to this, you will gain a greater impact on real results.

How to engage customers?

The second step is building commitment. You can also use the tools above, but the ones below are most suitable for bonding and interacting.

Landing page
So “landing page” – a special, short and specific website, the purpose of which is to obtain a lead, i.e. customer contact details. It must be very interactive and offer the recipient an advantage for leaving an email – it could be, for example, a free e-book.

Newsletter
Sent to people who have left their own leads, it is much more effective than communication with recipients from an external, random base. E-mails will remind recipients of your existence and encourage them to click, read an interesting article, and take advantage of the current promotions that you offer.

Chat-bots
Those that appear directly on your website and, for example, on your Facebook fanpage. Their task is to encourage the client to start a conversation – in a simple and easily accessible form. They can automatically answer frequently asked questions or… redirect you to the seller.

Marketing automation tools
This includes intelligent solutions that contact the customer when he has already taken some action. For example: a customer visited the website looking for vacation offers, but at the last moment changed their mind. The system can send the person a question about why this happened or send a message with similar offers.

How to build a positive relationship and satisfaction with cooperation?

Cooperation with the customer in the inbound model does not end with the purchase. This is just the beginning of the road. Therefore, communication with him also continues after the transaction is completed. At this stage, you can use, among others:
– mailing – sending an e-mail with thanks, a discount code for subsequent purchases or a request to evaluate the course of cooperation evokes positive impressions,
– marketing automation – periodic communication with the customer and sending him new offers.

Of course, there are many more tools that can be used for inbound-style communication, and a specific strategy should be developed taking into account the specifics of the company’s operations.