In this post we are falling into 4 marketing funnel layers from Awareness to Post-Purchase Engagement. I know there are many academic research papers and lots of manuscripts about the topic, but to my business experience – this topic is super important for crafting effective marketing campaigns and overall Sales (If you need/respect/adore Sales and like this nice Ding when getting new orders – go ahead, read the post from our ecommerce agency). Let’s start!
Layer 1 Awareness Stage for Top of Funnel Techniques
This is the basic first crucial part of your Ecommerce digital marketing funnel. This is its grand entrance of your online store. The focus is to be visible for as many people who may potentially buy from you. You must spread out in every direction to get a great first impression. We will cover some of the top-of-funnel strategies that can help you raise brand awareness and attract people who are most likely to convert!
Harness the Power of Social Media
Traffic? Consider social media — social networks are some of the strongest instrument for creating awareness. You have potential customers well, everywhere: on Facebook, Instagram, LinkedIn and TikTok. Create engaging content that appeals to your target audience and slowly begin to dominate the online niche. Collab with influencers. And always remember, not just good looking content but indeed shareable! Each share grants you a wider reach and ultimately more people taking note of what your brand offers.
Content Marketing — Teach & Move
Your content marketing can play a role in your top-of-funnel strategy as well. You can do this through high-value blog posts, videos or infographics that are beneficial to your ideal customers in terms of how they approach the problem you solve (and ideally would find on social media—in other words, these should be shareable content).
For example, publishing fitness tips or healthy recipes may draw the health-conscious to your website if you are focusing on selling goods in that space. Content with a solid take that offers value has legs and your readers will remember you the next time they want to make a purchase. Sometimes you don’t have enough time to handle proper content flow, in this case you can hire marketing ecommerce agency to regularly spread a word about your business. This is very useful to improve your SEO and therefore increase the number of visitors coming from search engines knowing that contributes heavily..
Leverage Paid Advertising
Organic reach alone won’t always cut it (more on that later), so why not run some inexpensive, highly targeted ads to get your brand in front of more potential customers online? Ads through Google or Facebook and Instagram have the power to drive new buyers right into your e-commerce revenue funnel. You need to produce ads that stand out and speak directly to what your audience wants or needs. Using data, you can optimize your ad campaigns effectively to reach the right audience at just time they wanted. Use ecommerce agency to help you with data management. In particular, paid promotion can help publicize new sales deals or products to give your brand the attention it deserves.
Layer 2 At the Middle of Funnel: Lead Nurture
After you grab the attention of your customers, it is time for step follow-up where you nurture those leads and guide them further down in Your e-commerce marketing funnel (read here more about purchase funnel). In this point your audience know you and is already curious about their problem solution, but they still need a bit more push in the right direction before making purchase at stage 3. This is the middle of your funnel, it consists of trust-building, value delivery and overcoming objections which might hold back some leads. We are going to be discussing some strategies which have been proven to work well in making sure your leads stay engaged so read on if you want or need advice.
EMAIL MARKETING: Be sure to keep the conversation going
Email marketing is a non-neglect nurturing lead. This keeps you top-of-mind with prospects as well as gives them the information they need to make a buying decision. Use behavior-based lists to segment your email list so that each message is relevant enough to deliver the exact interest of recipient making. Just like if someone viewed a product but didn’t buy, then you could follow up with an email offering them that same product at a discount or more information about it. The mere continuation of the thread keeps your lead interested in what you have to say, and this increases the likelihood that they will click through!
Provide Valuable Content and Resources
This is the point where your leads are seeking nuts and bolts information to help them make an educated buying decision. Creating assets like case studies, product comparisons or how-to guides will answer their questions and allay their concerns. Example: If you are selling tech gadgets, providing detailed product reviews or tutorials will also make your target customers to feel more assured in their buying decision. The more you help them, the trusted leads will become and so easy for him to be guided into another stage of funnel. Even better, you can refashion such content into blog posts for social media and email marketing.
Run Retargeting Campaigns
That is fine and more so not all leads will convert right away If they leave before contacting you and buying the first time, retargeting campaigns can bring them back to your site. With the help of tools, you can show targeted ads to users who have already visited your site but not made a purchase yet. Imagine sending out a very specific retargeting ad to prompt interested leads by showing them products that they viewed or even suggesting for discounts! That little hint might be all the encouragement they need to make a move. Setting up retargeting campaigns might be a little tricky – consider using ecommerce agency experts for this exercise.
Layer 3 Driving Conversions: Bottom of Funnel
And once you have your leads in place, it is time to convert them. Near the bottom of your funnel is where people are just about to buy. At this point, all you need to do is eliminate those final ways for someone to say no and ratchet up the urgency a bit in order make it as easy as possible for someone who does want to buy your product. So here are a few strategies that will help you seal the deal and convert hot leads into long-lasting patrons.
Simplify the Checkout Process
For online consumers, a lengthy or complex checkout process can be hugely off-putting. Remember these 3-page check-out forms? And one of the simplest ways for that to happen is by ensuring a friction-free buying experience. Ultimately the most important of all is that your store has a fast, mobile-friendly and secure checkout process. Ultimately, you can also reduce customer friction and accommodate different consumer material preferences by offering more ways to pay—credit cards, digital wallets or buy-now-pay-later services. The smoother you make your final step process, the higher it uplift conversion rate.
Social Proof & Testimonials
There is nothing that motivates conversions quite like social proof. Before a customer will drop money into your products, you need to confirm others have done the same. If users are already on the fence about purchasing your products and services, customer reviews provide an extra push that can help with these conversions. You can also expose case studies or success stories from previous clients to show how well your strategies work.
Create a Sense of Urgency
Sometimes all it takes to turn a lead into a customer is gentle encouragement. Urgency can be reflected in various forms from limited time offers, flash sales. Can be seasonal offers by stating that the offer is only for few days this create urgency and some people take immediate action. However, be cautious and genuine with this method as the overuse of novelty or attention-getting content can tire your customers. Be transparent with your audience and give real benefints.
Layer 4 Post-Purchase Engagement Tactics
You did it, You got the sale! But you need to take this a step further. The problem is, after they make a purchase few people pay much attention to the post-purchase engagement with e-commerce. Once customers have made a purchase, this can be sustaining relationships with them to encourage repeat purchases and find content buyers that become brand loyalists. We take a look at few of the best post-purchase engagement strategies that can keep your foot on the gas.
Send a Thank You Email
So easy, huh? A thank you goes a long way for letting them know they are appreciated. When your client buys something, a personalized thank you email is not only an acknowledgement of the transaction itself but also sets up expectations for future interactions. When it comes to an e-commerce agency, you can take this moment to reinforce your brand message or offer some more resources and related products. Even the smallest act can be remembered by a customer and will make them more likely to come back.
Customer reviews and feedback are important
Finally, do not underestimate the value of customer feedback for improving your products and services. Post-purchase, prompt your customers to leave a review or talk about what went wrong on social media. Good reviews will establish the legitimacy of your business and criticism while help you know where to improve. You can also use this feedback to sculpt your marketing strategies and provide more value. Respond to all reviews (negative or positive) and let the guests know their feedback is important to you.
Provide Loyalty Programs / Discounts
Loyalty Programs — Provide rewards to your customers for their continuous shopping. You may offer them with points for every purchase, exclusive discounts or early bird deals of the season — doing so for your goods implies a degree in exclusivity. This is where custom discounts to the clients who refer new customers could be helpful. Of course, this not only builds repeat business but you will attract sales through word of mouth marketing.
Ultimately, through direct communication with your customers at each phase of the e-commerce marketing funnel — from an initial introduction to post-purchase outreach — you can develop more all-encompassing relationships that yield greater results and better retention rates for a thriving e-commerce business. As a brand seeking to optimize your online presence, go through these strategies to shape up the ultimate marketing funnel for yourself or hire experts.
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