How Inbound Marketing Can Transform Your eCommerce Results

2019/02/08 08:00

inbound marketing ecommerce

Discover how an inbound marketing strategy can boost the performance of your online store.

If you’re looking for ways to drive more traffic to your online store, there’s a good chance that you’re turning to eCommerce giants such as Amazon for inspiration.

Unfortunately, not everyone has access to the massive marketing budgets that these brands do, so what can be done to increase traffic and boost your bottom line using the budget you have?

The answer lies in inbound marketing, which involves using smaller initiatives to achieve bigger results over the long term.

Inbound Marketing in the eCommerce Space

Inbound marketing is defined as a set of tactics that focus on using content to appeal to and draw in prospective buyers.

An inbound marketing strategy is not centered around one campaign though, it’s a set of ongoing activities that are all linked to one specific goal – driving a steady stream of revenue.

Inbound marketing includes search engine optimization, content marketing, and social media marketing, all of which can play a unique and valuable role in boosting your bottom line.

The key to making inbound marketing work for your eCommerce brand lies in relevancy.

Today’s consumers demand a more personalized online experience, with the rise of voice search indicating that eCommerce brands need to make relevancy a top priority if they want to thrive in a competitive sector. It has been reported that 40% of millennials will use voice search before making a purchase and comScore predicts that over 50% of all searches will be voice by next year.

To further prove how important relevancy is, a report by the Marketing Insider Group showed that 78% of internet users in the United States were more willing to make a purchase after reading personally relevant content, while another study by R. Ray Wang reported that marketing campaigns without relevant content have an 83% lower response rate.

Inbound marketing is an effective way for eCommerce brands to achieve their goals without having to spend additional budget on paid marketing campaigns.

How Inbound Marketing Can Benefit Your Online Store

Here are a few of the ways that inbound marketing can help you grow your online store.

  • Reach a Targeted Audience

According to Demand Metric, 70% of online shoppers prefer to find out more about a product through content than an ad. An inbound strategy that features quality content is a great way to increase trust in your brand while driving targeted traffic to your online store. Of course, there are also the added SEO benefits that come with this.

  • Give Your Products Context

Instead of presenting products in a catalogue-type format, content gives brands the opportunity to give their products context and humanize their company. By giving customers the chance to experience products in a way that is relevant to them, you naturally increase conversions, even if it’s later in the sales cycle.

  • Use Data to Optimise Sales Processes

Data collection is a valuable component of the inbound marketing process. Automated processes allow brands to collect data on visitor behaviour, helping them to identify gaps in the shopping cycle and understand how their customers’ shop.

  • Build Relationships with Potential Customers

Inbound marketing tools make it possible to reach potential customers at every stage of the sales cycle. By developing retargeting campaigns, brands are able to gradually build relationships with undecided customers.

  • Address Cart Abandonment

Over 75% of shoppers will abandon their carts but having an inbound marketing strategy in place can increase your chances of converting undecided customers.

The aim of inbound marketing is to connect with customers at every stage, which means even after conversion takes place, brands will still have the opportunity to encourage repeat purchases and increase customer loyalty.

Steps for Developing an Inbound Marketing Strategy

Step 1: Create KPIs

Creating KPIs means defining how you will track the success of your inbound marketing efforts. For eCommerce brands, KPIs will mainly evolve around increasing website traffic and revenue.

Step 2: Develop In-Depth Customer Personas

In order to understand what would be relevant to your customers, you need to understand more about them, including their demographics, motives and online habits. The more detailed your personas are, the more effective your inbound marketing strategy will be.

Step 3: Conduct SEO Research

SEO is essential to creating content that converts. Use SEO tools to identify key phrases that are relevant to your products and that are likely to be included in customer search queries. Once you’ve identified these keywords, you can start developing content around it. Using research on your customers and competitors as well as existing website stats, you should have a good idea of the type of content your customers find appealing. Make sure that you are also including content for every stage of the shopping cycle. Finally, when developing your content strategy, don’t forget to include details on where and when you will be posting and promoting it.

Step 4: Optimise Your Online Store

Getting customers to your online store is only the first step. If your website is not mobile-friendly, difficult to navigate and you haven’t included any clear calls to action, there is a good chance that your customers will end up leaving anyway. Before you start driving additional traffic to your online store, make sure that your navigation is easy to use, that your checkout process is simple and that your store can be accessed on any device. It’s also important to optimize the content on your site using relevant keywords for extra SEO benefits.

Step 5: Optimise Your Social Media Profiles

Lastly, you will need to make sure that all of your social media profiles are complete and ready to promote your new content. Use your keyword research to optimize your page descriptions and make sure that all logos and images are the same so that customers can easily recognize your brand on any platform.

Once your inbound marketing strategy is in place, reporting will be essential. Pulling reports on a regular basis will allow you to adjust and optimise your efforts where necessary.