You’ve got your Shopify store set up and you’ve been waiting for things to happen.
The truth is ecommerce isn’t as easy as setting up your store and hoping for the best.
Whether you’re a startup or an established online retailer marketing your brand can be baffling.
So, how do you market your Shopify store?
Focus on growing targeted traffic
Most Shopify store owners tend to think you simply need to drive as much traffic as possible.
Whilst traffic is good – if the people visiting your site have no interest in your product, there’s not much point in getting them to your site in the first place.
The key to successfully marketing your Shopify site is to drive relevant, targeted traffic.
Your number one priority when it comes to your business should be to focus on driving targeted traffic. The quicker you start generating more traffic – the more data you’ll get, the more customer information you can use to grow, which will give you more access to important product feedback and reviews.
Before you jump into marketing tactics, know your customer
Unless you’re a big brand like GymShark or The Hut Group – the chances are your marketing budget is going to be a bit lower than their usual marketing spend.
So, what’s the solution?
Really focus on who is going to buy your product.
It’s easy to say everyone is going to be a customer, but trying to reach every person on the planet is going to get pretty expensive, pretty quickly.
By focusing on specific customer segments and focusing your marketing strategy on targeting those customers your marketing spend will go a lot further.
1. Social Media: Instagram/Facebook
Everyone has Facebook right?
Well maybe not everyone but 2.41 billion monthly active users isn’t too shabby and with a diverse range of ages, incomes and locations you have a huge potential audience to market your store to.
Instagram is hot on the heels of Facebook with over 1 billion monthly active users.
If you’re just starting out I’d suggest focusing your efforts on Instagram.
Normally, I’d recommend an all-around social media presence, so why just Instagram? But if you’re just getting started, try putting all your efforts into Instagram.
- Facebook organic reach (people seeing your posts without you paying) is decreasing all the time. If you want to reach all of your audience, you need to pay.
- Instagram’s user base is more engaged generally, but more importantly it actively engages with brands
Most ecommerce brands make the mistake of focusing too heavily on selling on social media. In order to build a loyal social media following you need to be adding value to your audience.
Plan your content to inspire, educate and entertain your followers. It’s the easiest way to build an engaged following.
2. Paid Advertising
Paid advertising is a pretty broad topic and there are a few types that can help you market your Shopify store.
PPC (Google Ads)
Google Ads is a platform that allows you to “get in front of customers when they’re searching for businesses like yours on Google Search and Maps.”
The best thing about paid advertising with Google Ads is that you only pay when someone clicks on your ad.
You can target customers already in the market and searching for your product – helping you focus your spending on the people most likely to buy.
Most people think social advertising is just boosting posts on Facebook.
While boosting is a form of social advertising, this fire and hope approach is costing small businesses a fortune.
To succeed with social advertising you need a clear paid advertising strategy focusing on the different stages of the customer journey. From awareness to consideration and desire, your ads need to be tailored to where your customers are on that journey.
Facebook and Instagram offer a single integrated advertising platform to target customers across both platforms.
3. Retargeting website visitors & abandoned carts
Two of the biggest challenges in ecommerce marketing are the low conversion rates and high number of abandoned carts (when someone adds something to their cart/basket but doesn’t complete a purchase).
Ecommerce website visitor conversion rates are currently sitting between 2-3%. Meaning 97% of your website visitors are going to leave your site without buying anything.
Abandoned carts are one of the biggest problems across ecommerce with latest data showing that 79.17% of online shopping carts are abandoned.
What is retargeting?
Retargeting is essentially advertising to people who have already visited your site. This puts your brand back in front of people who left your site without taking any action.
It’s a cost effective way to keep your store in the minds of people who might not have been ready to buy from you the first time they visited your site.
4. Content marketing & blogging
Content marketing is one of the most cost effective ways to market your Shopify store.
By putting together a content plan for your site and utilising the inbuilt blog functionality in Shopify, you can attract relevant customers to your website by posting content they can learn from and enjoy.
Try creating 3-4 content categories to keep your content consistent. It also helps Google to notice your site as an authority on your specific topics.
If you run a fashion business you could post style tips. If you’re a travel product retailer you could post a destination of the month.
The focus with your blogging and content marketing strategy should be on providing value to your website visitors.
You can then share your blogs on your social profiles as well as getting ranked on Google search results.
5. Outreach to influencers & guest blogs placements
Influencers get their name for good reason.
They hold a lot of influence when it comes to the products people buy and brands people trust.
Getting a social media influencer on board with your brand is a good way to partner and get your business in front of your target customer.
Lots of online magazines and blogs accept guest placements. You’ll need to write a piece of content relevant to their site and yours. Try not to be too promotional. The purpose of a guest blog is to gain a link to your site and build your brand credibility.
Before you reach out to an influencer or blog/magazine – make sure they share the same customer audience you’re trying to reach. Focus on the relevance of their followers rather than their follower numbers. There wouldn’t be much point teaming up with a female fitness influencer if your target audience was middle aged women interested in knitting and cruises.
There are different ways to start with influencer marketing relationships:
- Product: you can send your product to influencers in exchange for a post/story. This approach tends to work with influencers with a smaller audience.
- Paid partnership: you pay the influencer per post/story
- Sponsorship: big brands often work with influencers on a retained basis. Paying them a salary each year to represent the brand and post regularly, acting as a brand ambassador.
6. Email marketing
Last but not least.
Email marketing is still an effective way to grow your ecommerce business, despite the rise of things like Facebook Messenger marketing.
How do you build an email marketing list?
It’s not as easy as it has been in previous years to grow an email marketing list – with the introduction of GDPR you now need explicit permission from customers and website visitors before you can sign them up to your email list.
A lot of ecommerce stores have an additional tickbox at checkout to ask if you want to sign up to email marketing – if you’re not doing this yet, get one added to your checkout page.
Another way to get email signups is to offer something of value in exchange for an email address. It could be a coupon code or a downloadable style guide.
Integrate your Shopify site with an email platform like Jilt or Omnisend to send regular updates and newsletters to your email list to keep them engaged.
Marketing to existing customers
Returning customers are more valuable than new customers.
Customer loyalty is the driver of successful ecommerce brands.
When you treat your existing customers right they spend more money with you and your cost of customer acquisition is lower. For example, Amazon Prime members spent an average of $1,400 on Amazon, whereas non-Prime members spent around $600.
Focus on providing value to your email list with thoughtful content based on the products they bought or blogs they’ve visited.
By segmenting your email list you can deliver targeted marketing messages to your subscribers – helping you to build a relationship with your existing customers.
Marketing your Shopify store
Setting up a Shopify store is pretty straightforward.
Marketing it and driving relevant, targeted traffic is a whole other story.
By focusing on the 6 tactics above you’ll be on your way to standing out in the competitive ecommerce space.