Before you can optimize any marketing tactic for your business, you must first understand your business’s objectives and marketing budget.
Getting a user to purchase a product is a lengthy process. It can take between 7-13 touches to generate a qualified sale. Before a user makes their first purchase, they must be exposed to your brand and products multiple times. As a result, your approach must integrate multiple tactics in order to reach buyers at various stages of their journey.
1. Top-of-Funnel Marketing
Your top-of-funnel marketing efforts (or brand awareness) reach users who have never seen your products.
They are unlikely to purchase immediately. Sales prospecting tactics include paid and organic social media posts, as well as display advertising. It comes with the objective of increasing impressions, email sign-ups, web traffic, and social followers.
A user may view one of your Facebook image ads and visit your website. But, this user may not be ready to make a purchase at that time. These kind of website visitors contribute to the growth of your email list. They become your social media followers, and are ideal for retargeting campaigns.
Now, whenever a top-of-funnel user visits a product page but is not yet ready to convert, they can be added to their email list as a warm lead.
2. Bottom-of-Funnel Marketing
Once users develop a sense of familiarity with your brand, they are more likely to make a purchase. Thereby, allowing you to employ bottom-of-funnel marketing strategies.
This includes pay-per-click (PPC) advertising on behalf of brands, retargeting campaigns, and abandoned cart emails. These bottom-of-funnel tactics are targeted at users who are searching for your brand on Google. They may have already visited your site, or have added a product to their cart .
The ultimate objective here is to generate sales.
Brand pay per click (PPC) advertising is vital for driving users to your product and category pages. These Google ads are targeted at users who are searching for your brand name – they are already familiar with you and are interested in visiting your website, which is excellent for potential sales.
Brand keywords will always have a higher return on investment, as the searcher is already familiar with you and is searching for your specific brand name. You should claim ownership of these brand terms and strive to maintain a position of 1.0-1.5 in search engine marketing (SEM) tools.
Non-brand terms will always have a lower return on investment, as these users are still looking for your products, may be unfamiliar with your brand, or are shopping around and viewing competitors.
While it is necessary to bid on some of these terms in order to remain competitive in the market, maintaining a position of 2.5-4.0 may be a more prudent strategy.
Ensure that you are retargeting on both Google and Facebook. Retargeting on Facebook can include Dynamic Product Ads (DPAs), which display the exact products that users viewed on your site in a scrolling carousel format based on their browsing history.
3. Ecommerce Upselling, Cross-Selling, and Repeat Purchasers
Are you aware of your repeat purchase rate? A repeat purchase rate quantifies the proportion of customers who return to make additional purchases. You can calculate it by multiplying your repeat customers by 100 and dividing by your total customers.
You must be aware of silent conversion rate killers such as a lack of discounts, concealed shipping charges, and limited payment options.
Second, how do you market to your existing clientele? It costs five times as much to acquire a new customer as it does to retain an existing one. The primary marketing strategies for segmenting your customer base are retargeting, email, and social media campaigns that target only previous purchasers.
With Facebook Ads and email marketing options integrated with your ecommerce platform, you can create targeted campaigns for users who have previously made a purchase.
These can be promotional in nature, offer VIP discounts, or simply make the recipient feel special (because they are).