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Social media advertising is a popular channel for ecommerce brands to use to run campaigns, drive traffic and close sales. Good social media advertising and marketing is about 3 things:. Building a culture around your brand will be the only way to compete and thrive in a marketplace that turns everything into a commodity driven by price and reviews. Tommy John uses a gifting video along with a customer testimonial in this re-targeted Facebook Ad.
Rollie is an Australian brand that has clearly just launched in the US. They are likely targeting me based on my geographic location and having visited their site before. Nike is using the multiple photo option ad aka, not a video and promoting customized items in the ads. Facebook prioritizes videos and videos help build way more trust then just a regular ad.
Videos are so powerful and using Facebook Custom Engagement Audiences you can sequence potential customers who watch 10 seconds of one of your videos to another video. Using Facebook Video Ads combined with Custom Engagement Audiences alone you can sequence potential customers all the way down a video funnel that goes from Awareness to Engagement and then to Conversion.
CRO stands for conversion rate optimization, which you can only do through data-driven optimization and decision making. Conversion rate optimization allows you to run tests to determine which various designs, language, etc. Look for little wins here and there and over the course of the year you will find that you have made it far more likely that a visitor to your website becomes a paying customer. Regularly get your customers on the phone. Ask why they choose you.
Ask what problems drove them to you in the first place. Ask how they view you compared to competitors. Their answers are literally what should go on your website to connect more deeply with your market and generate more sales. Every brand has to first test their way to success. And the third is to be sure to share your successes and failures with everybody internally.
That way, you can be sure you have a staff with a knowledge base. Last year, conversion was 4. This has given us an edge against other clothing brands. I have 30 BigCommerce sites up and the reason I keep coming back is because my development staff and design staff are familiar with the templates and the backend. The cost of entry and cost to scale have dramatically reduced over the years.
And because the cost to entry is so low, more people has entered. And a lot of those people are scaling —— again, because the technology to do so costs so little. Suddenly, marketing to earn your fair share of the market is one of the most important factors to success. My advice for other business owners is this: Rather than tying up time with manual data entry and packaging, focus on things that help your business grow — like marketing, business development, etc.
Let tools and integrations take care of the other elements of the business, and outsource work when you need it. Honestly, InStockAlerts is worth its weight in gold. Suddenly, all my customers wanted to know when a product would be back in stock. Then, I have more sales with no additional time spent. We also use PriceWaiter on our product pages — which lets the buyer name a price. On the backend, we have loaded up all of our pricing rules into the PriceWaiter system.
That app knows if we are willing to sell X items for Y dollars —— as long as the order value is above Z. We use several different integrations with BigCommerce right now, but we like the social tools that make it easy to optimize things like email campaigns we send out through MailChimp. We also like that the social media tools for Pinterest, Facebook, and Instagram make it much easier to share our products.
Leverage new technologies and services to make purchases as easy as possible. Never forget that there is tech out there to help you solve a variety of problems. Email marketing has long held the 1 position as the most profitable growth channel for online stores.
All in all, email marketing drives increased loyalty, repeat purchases, net new purchases and increased AOV, and it can do all of that without you having to actually send individual emails to individual customers. Automation is the real winner here — and email marketing is a test-bed of measurable aspects you can manipulate in order to drive growth behind the scenes. Dorco sent out a personal email from the CEO of the company to promote an organization called ShowerUp —— a mobile truck that goes around to homeless communities to provide hygiene options —— like shaving —— to the community.
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