Driving revenue into an eCommerce business can be challenging at the best of times. Factor in the intense competition and the pressure of major sales events like Black Friday and Cyber Monday, and it can feel overwhelming. So, how can a brand stand out and scale revenue in such a cutthroat market? Most importantly, how can you do it efficiently to drive maximum ROI?
As a founder, you don't just want this to succeed – you need it to succeed. The key lies in strategic preparation. By leveraging cutting-edge marketing techniques such as Google advertising and Facebook advertising, you can effectively warm up your audience and position your brand for unparalleled success. Don’t worry, in this article we will show you how.
1. Think of Your Audience as People, Not Numbers
We always say diagnosis before strategy, strategy before tactics, which we coined from marketing guru Mark Ritson .
To truly connect with your audience, a brand first needs to understand them and understand the brand’s place in the market.
Putting it simply, if you’re not considering your customers as individuals, you can put a face and name to, you may as well be mass marketing – and you know that is not the business you’re in.
We encourage brands to think about their target markets pains, challenges, motivations, emotions and interests. Reflect on what makes them happy and the type of content that would add value to their lives.
By focusing on building a relationship with your audience even through paid media channels such as Facebook Advertising which is a great way to put your brand out there, they’ll get to know your brand beyond just the price tag. If you make your brand all about the price or the next sale, you will forever only attract customers who price shop.
2. Launch Inspirational Content
If you’re an ecommerce business, you will already know the importance of the role in creative when it comes to inspiring and connecting with your audience.
While prospecting, create a series of inspirational content to excite your audience about new looks or collections before the items are available for purchase.
This could be through social media posts, email teasers, or behind-the-scenes videos to run on YouTube, Instagram, Facebook, TikTok and Pinterest.
A digital marketing agency like BlueRock Digital can help you craft an appropriate content strategy to build anticipation and make your audience eager to see what’s coming next as well as develop a testing framework to determine the winning creative for scaling.
3. Drive Traffic to Optimised Collection Pages
Develop a search engine optimised blog or collection page using high-volume and relevant keywords within the Meta data and content body, dedicated to the upcoming launch.
Are you fretting about the use of third-party data and the reliance you currently have on these platforms? Well, we couldn’t agree more. So, use this as an opportunity to capture first-party email data through early access offers or sign-up hooks. By directing traffic to these SEO pages from your paid media campaigns, you not only boost your organic traffic and SEO rankings but also gather valuable information about your potential customers.
Our content marketing team can assist in developing bespoke and competitive strategies, keeping you one step ahead of the competition, while creating maximum impact.
4. Leverage Content from Creators
Remember those creators you actually stop the scroll for?
Utilise content from creators that feels more native to social platforms than traditional catalogue content. Collaborate with influencers or content creators whose style aligns with your brand. Their authentic voices can help build trust and excitement among their followers, who are potential customers for your sale. You want to ensure you have a good mix of macro and micro creators.
5. Implement a Strong Retargeting Strategy
Warming up your audience is all well and good, but how about converting this traffic into paying customers?
Make the most of every video view, and every click by ensuring you have a robust retargeting strategy in place through Meta and Google to remarket to visitors who have shown interest in your brand.
Use various ad sets to test retargeting options, and a tailored ad strategy using a combination of assets and catalogues to remind them of what they left behind and bring them back to complete their purchase. If the warming is done right, believe it or not, this is the easy part!
Talk To Our Digital Marketing Consultants About Your Marketing Strategy
By following these 5 tips, you'll be able to effectively warm up your audience, ensuring they're engaged and ready to convert when your sale begins. Start planning now and watch the results flow in!
If you’re unsure about how your paid media and SEO strategies are performing for your eCommerce business and want to uncover hidden opportunities, reach out to BlueRock's digital marketing agency for a complimentary growth marketing audit . Let’s work together to maximise your success in your upcoming sale.
