As a digital marketing agency, we at Set Fire Creative work with all types of businesses. It’s been proven that digital marketing works well for most industries. However, the easiest type of business to market on Facebook and Google is ecommerce. Whether you’re selling kitchenware or designer socks, there are several different avenues you can take in ecommerce digital marketing that can lead to profitability.
Here are four tips to help you start driving more online sales through your ecommerce funnel:
1. Reach In-Market Shopper With Google Shopping Ads & Facebook/Instagram Ads…
For ecommerce, there are two ways you can advertise that will get you a good return. The first is a no-brainer: Google Shopping ads. When a potential customer searches for a product like the one you sell, a photo of your product will show at the top of the search results along with its price and your company name. You can also include information like ratings and offers, along with other key information that makes it easy for customers to “add to cart.”
Another great option for reaching in-market customers is running Facebook ads. These reach customers on both Facebook and Instagram. Even though they don’t reach people who are specifically searching for your product, they are very effective in reaching people who are currently or will be interested in a product like yours. Facebook’s targeting options make it easy to reach the customers that are right for you and keep your brand at the top of their minds.
2. … and Retarget Them With Display and Retargeting Ads
According to this 2020 Google shopping ads benchmarks report, the average Google Shopping conversion rate is a little under 2%. In other words, only about 2% of all clicks on Google Shopping ads convert into purchases. Does that mean Shopping campaigns are a waste of time? No, of course not! Each click to your website raises brand awareness, and even if it doesn’t immediately lead to a sale, each click is a new prospect for your business.
Here’s what the 2% conversion rate does mean: a little extra work might be necessary to bring those shoppers back to your ecommerce site. That’s where retargeting comes in! Google display ads and Facebook dynamic catalog retargeting ads are a great way to remind customers about the specific products they had been considering and push them further toward initiating that checkout.
3. Increase Your Cross-Selling Game With A Pop-Up
A great way to up your ecommerce digital marketing strategy is with pop-up windows. When a visitor comes to your site, the window temporarily takes over the screen and entices prospective shoppers with a discount offer or another product to add to their shopping cart.
We know pop-ups get a bad rap, but there’s a reason that businesses continue to use them. They really work! Putting a great deal or sale right in front of your customers is a good way to convince them to buy more and buy fast and will ultimately drive people through your sales funnel.
4. Build Brand Trust With Customer Reviews
As a digital marketer, one of the most common mistakes I’ve seen ecommerce businesses make is creating a product page without leaving a place for customers to leave reviews. This is essential for establishing brand trust. The simple truth is that customers trust other customers a whole lot more than they trust you, and customer reviews are the easiest way to utilize that trust for your business.
If you don’t yet have a space for reviews on your product pages, add one as soon as possible! Once the reviews begin flowing, you can use them in your social media posts and paid social advertising. Nothing makes a better retargeting ad than a glowing review from a satisfied customer. The more reviews you get, the better!
Here are some of the best customer review apps for Shopify and for Woocomerce.
Get Your Ecommerce Digital Marketing Strategy Off The Ground!
Now that you have some simple tips for taking your ecommerce business to the next level, don’t wait! Implementing these things today will drive sales and make your brand more memorable. If you don’t have the time you need or don’t know where to start, reach out to Set Fire Creative for a free consultation! We would love to help you really get your ecommerce business up and running and on the path to profitability.
Celia is a digital marketing specialist at Set Fire Creative. When she isn’t writing ads and driving sales for clients, she is working out, cooking some delicious comfort food, or camping in the mountains with her family.