To develop a successful off-site strategy, businesses need to firstly establish who their ideal customers are. This will then help determine which marketing channels to use and how best to target the customer base through the available channels.
Here are some questions to think about before creating an ecommerce marketing strategy:
- What is the objective of your campaigns?
- How much budget is allocated for these campaigns?
- What is the allowable cost per acquisition, CPA?
- What is your customer demographic?
- Where are your customers, local, national, international, or global?
- How many products do you want to promote?
- What is your stock situation?
- How much control do you want over ad delivery and audience targeting - Would you prefer an automated solution, manual solution, or a combination of both?
- How do you measure performance and define success?
The ultimate objective of any marketing campaign is to drive sales. Having said that it is important to be as specific as possible. Customer retention is different to driving new customer acquisition which is different to targeting existing customers. This will determine how audiences are targeted, the types of campaigns created, and the channels used.
Similarly having a set budget will help determine which channels you can use, how many campaigns to run at a given time and even the number of products you may want to promote.
Calculating an allowable CPA can help identify the best products to promote, taking into consideration profit margins and returns. It can also determine which channels to use. Expensive and low converting traffic sources can be left out of the marketing mix.
Knowing your customer demographics can help set targeting parameters across many marketing channels and platforms, improving the overall efficiency of ad performance.
Knowing where customers are based is also vital and can affect many things including geo targeting, language, campaign set up, product feed build and so on.
Platforms like Google Ads and Facebook offer both manual and automated campaigns. Both features have advantages and disadvantages, but you may find a combination of both works best.
After carefully considering all these aspects you should have a good understanding of the products you want to sell, the ideal customer profile for your products and the best way to reach them, whether it’s through a specific channel or by applying the correct targeting criteria.
Getting traffic to a website is only half the challenge. It is vital to ensure that once a visitor arrives on a page the process of making a purchase is as straightforward as possible. No doubt, at this point you have all the basic features on your product pages and across your website, but it is important to check usability on a regular basis and test new features, especially if they can improve conversion rate or average order value.
Key objectives for on page optimisation:
- Upsell your products
- Reduce cart abandonment
- Make it easy for customers to get what they want
- Optimise product pages
- Optimise for mobile
- Improve CR
- Increase AOV