Ultimate Guide to Marketing a Store — Chapter 6 — Inbound Marketing
In this chapter, you`ll discover
- The Power of Inbound Marketing
- Inbound Marketing for eCommerce
- How to Do Inbound Marketing
- How to Improve Customer Service
- How to Increase Conversions Using Exit Intent
- The Hybrid Inbound Strategy
Why do customers buy from a certain website and not from others?
The answer may be because of inbound marketing.
Inbound marketing has been a popular for small businesses. As the number of employees go down, the higher the likelihood that a company will employ inbound marketing in their business.
If you operate a small eCommerce business with less than 200 employees, then inbound marketing may be useful for you.
Today, you’ll learn about what it is and how you can apply it to your eCommerce website.
The Power of Inbound Marketing
The main goal of Inbound marketing is to convert cold leads into buyers. It does this through a process of ‘warming up’ leads so that they will be more confident to take out their wallets and buy. The main concept is simple: Learn Now, Buy Later. It is where the marketer primes the prospect with content until that moment that the prospect is ready to buy.
This is the reason why most forms of online marketing can be considered as inbound marketing. Content marketing, email marketing, SEO, Social media marketing, video marketing, landing page optimization are all ways of supplying enough information for the prospect to buy.
Here is the flow of the inbound marketing process.
The prospect starts as a stranger. This person is attracted to the blog because of SEO, its content and the social media updates.
The person then becomes a regular visitor. Then, you can convert them into leads by having an opt-in form or by asking them to buy a low-priced product.
When you ask them to buy again, they turn into customers.
If they love the experience, they will turn into promoters.
But this may not be the case for eCommerce.
Inbound Marketing for eCommerce
In eCommerce, you only have a moment to convince your prospect to buy. You cannot give them tons of content and prime them. The moment that you have is a very short period. It may only be just a few minutes. If you bombard them with information, they may just click back and look elsewhere.
This comes from the nature of the products being sold at these websites. eCommerce websites like Amazon, BestBuy and Zappos usually have products that doesn’t have a high buying cycle. These are usually common items like clothes, groceries, home goods, video games and toys. Seriously, the prospects will not like to read a long article about the benefits of laundry detergents. They need the product and they need it now.
How to Do Inbound Marketing
Does that mean that you cannot do inbound marketing for your eCommerce website?
You can still do it. You just need to do it in a different way.
Here are some strategies that worked for me.
Convince People to Buy In the First Moment They Visit the Online Store
What is the first thing that your customer sees when they visit your store?
Is it a grid of products? For product pages, what other details are in the page aside from the product image and description?
These pages are your chance points to convince your customer to buy.
What can you put in these pages? Well, that depends on your goal.
First, let’s look at what other eCommerce websites are doing.
Look at what 6pm is doing. You can see that it has the discount plastered on the front page.
The same is true in Althea. In the front page, you’ll see the 20% off discount. It even has a Sale category on top.
And it doesn’t stop there.
Their product pages also have these listing that has extra discounts for buyers.
These are all designed to convince the buyer to buy.
Unlike traditional inbound marketing that includes blogging, social media marketing and Youtube marketing, eCommerce inbound marketing is more product-oriented than content-oriented. It takes on a bottom-up approach than top-down. It works around the concept that eCommerce visitors are almost always ready to buy. So you just need to give them that extra push so that they proceed with making the purchase.
Note: This article was originally published on the OSI Affiliate Blog. To see the whole article you can go here http://www.osiaffiliate.com/ecommerce-marketing-guide/inbound-marketing.html.