Best Ecommerce Digital Marketing Practices for SMBs and Start-Ups - Singapore
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Transcript of Best Ecommerce Digital Marketing Practices for SMBs and Start-Ups - Singapore
Today we're going to focus on digital marketing best practices for three key areas:
1 Get people to your e-store 2 Get them
to buy 3 Get them to come back
WHY?
Because whatever you learn from me today won’t work unless you are clear on what
your business needs, your customer needs and how you measure that success
80% of small business owners don’t keep track of their business goals.
77% have yet to achieve their vision.
Business goals are like destinations, they help give you something to work towards and
be accountable for in the next 3-5 years
Business goals usually fall into four categories:
Service Goals
Social Goals
Profit Goals
Growth Goals
CUSTOMER RETENTION, IMPROVING CUSTOMER SERVICE SATISFACTION
INCREASING PROFITS BY A SPECIFIC AMOUNT OR
PERCENTAGE
EXPANDING TO NEW MARKETS OR REGIONS,
HIRING MORE EMPLOYEES
GIVING BACK TO THE COMMUNITY THROUGH VOLUNTEER ORGS, ETC
§ Specific § Measurable § Action-Oriented § Realistic § Time-Specific
GOALS ARE CLEAR AND SPECIFIC
HAVE A MEASURABLE VALUE OR FIGURE
WHAT ACTIONS AND BY WHO
ACHEIVABLE AND WITHIN MEANS OF REACHING
HAVE A TIME FRAME TO TRACK AGAINST
Achieve your business goals by breaking them into bite-size chunks. Create short-term SMART goals
GOALS ARE CLEAR AND SPECIFIC
HAVE A MEASURABLE VALUE OR FIGURE
WHAT ACTIONS AND BY WHO
ACHEIVABLE AND WITHIN MEANS OF REACHING
HAVE A TIME FRAME TO TRACK AGAINST
I will increase my sales 2% each month by launching a social media marketing campaign and running a once a month free workshop till the end of the year
by increasing awareness and footfall to my store.
Increase sales annually by 24%
✓ ✗
SMART Goal/Objective
✓
Business Goal
✓
In today’s age you have to know who your customers are and their ‘buckets’ aka
customer segments.
This will help you know how to service, sell and build a relationship with them. All things
digital marketing can help you with.
HOW?
You look at your customers demographic data and psychographic data, group them by shared characteristics and put them in
‘buckets’.
Once you have your buckets you label them. You have now created customer
segments.
Demographics HELPS YOU UNDERSTAND WHO BUYS
Psychographics HELPS YOU UNDERSTAND WHY THEY BUY
§ Age § Location § Gender § Income level § Education level § Marital or family status § Occupation § Ethnic background § Household type
§ Personality § Attitudes § Values § Interests / hobbies § Lifestyles § Behaviour § Culture
GET PEOPLE TO YOUR ONLINE STORE
GET THEM TO BUY
GET THEM TO COME BACK
AWARENESS
CONSIDERATION
INTENT
PURCHASE
LOYALTY
ADVOCACY
The consumer purchase journey helps you determine how and when to engage with your customers SEO & SEM
Pay Per Click (PPC) Affiliate & Partner Marketing
Online Advertising Online PR
Social Media Marketing (& Chat)
Email Marketing Social CRM
Customer Service & Support Content M
SEM & SEO Email Marketing
Offers & Promos Behavioral Targeted Banner Ads
Re-Targeted Banner Ads Social Media Marketing (& Chat)
Home & Landing Page Optimisation
Don’t underestimate the importance of having a web
address that people will remember and recognise as
your brand.
It will make it easier for them to find you.
Future-proof. If both the .com and .com.sg are available get
both.
Also think of the length of your URL and shorten appropriately
92% of people trust recommendations from individuals (even if they don’t know
them) over brands.
51% of marketers believe they get better customers from influencer marketing.
That’s because the relationship began with trust in the influencer.
WHAT IS INFLUENCER MAREKTING?
“Successful influencer marketing converts influencers into fans of your business'
products/services and encourages them to help you get your message out to their
audience through their blogs, social media accounts and email newsletters.”
General Assembly SG Influencer Marketing course description
Make sure the influencers you select resonate with your
customers and fits your brand.
And the content that is
created reflects authenticity and what’s really happening
right now.
If you are not authentic the backlash will be quick and you
can lose customers trust.
Don’t try to pass off advertising as a customer
review
There are different types of Influencer Marketing Campaign tactics you can use. Pick one, set your
objectives clearly and test how well it works.
§ Honest Review § Unboxing § Try-on Clothing § How to / Tutorial § First Impression § Giveaway / Contest
The best strategy for picking the right influencer?
§ Context § Past Partnerships § Audience Responsiveness § Reach (who and where) § Building a long-term relationship
Online studies show that only 2% of users purchase something on their first visit
71% will leave a digital checkout before
they finish ordering.
That means you are going to have quite a few customers coming and going before
they buy from you.
Which is why you need to make sure they keep coming back.
So what is Ad Retargeting?
User visits your website, looks at a few pages, maybe leaves
something in cart, leaves
They see your retargeting ads of product while they
browse after
User can select ad to return to your site,
browse and/or purchase
LEAVES RETURNS VISITS
Ad Retargeting can bring back 26% of customers who left something in their cart.
Without it you are looking at about 8%.
72% of millennial shoppers are favorable to retargeting.
Some things to consider to get the most out of your retargeting campaigns
§ Give customers an offer to sweeten the deal coming back. Yankee Candle increased conversion rates 600% with this simple offer.
§ Update the ad you are retargeting by using different copy and images to avoid users ignoring your ad because they are used to it. A study showed a 50% decrease in effectiveness over a 5 month time frame of the same ad.
§ Don’t stalk your customers and annoy them! Know if they have purchased the item and set a limit to how many times you will re-target them.
Don’t make users have to create an account to buy something from you.
Always give them a guest option.
If you have a membership-model and believe firmly in it, then
make sure an account can be created by signing in with
Facebook or Google.
When you move into loyalty and advocacy within your consumer journey you need to
use the same demographic and psychographic data we talked about earlier with the additional transactional and user
history to better service, personalise and build relationships with your customers.
Define Measure
Process
Generate
Evaluate
Optimize
Determine & Gather Success Metrics
Determine the KPIs to track
Eg. Online Cart Checkout Rate, New Customers vs Returning Customers
Make sure your data is complete and good!
Ensure data quality & integrity
Eg. Make sure there isn’t duplicates, blank cells, incorrect info or data
entry, etc.
Create Effective Reports Automate & deliver meaningful stats
Eg. Present all metrics with respect to the conversions, perform customer segmentation
Deliver Actionable Insights Deep-dive analysis with machine learning
Eg. Identify cross-sell opportunities, new features
Use your Business Goals Align key corporate objectives, targets & benchmarks
Eg. Increase Customer Acquisition by 10%
Test Recommendations Validate hypothesis & implement
Eg. Test different variations to ascertain which approach to use
DATA-TO-INTELLIGENCE FRAMEWORK
WHY?
More than 50% of shoppers say they would pay a higher price for the customer experiences they
value most.
77% would be more loyal to stores that provide their personal top three customer experiences.
WHY?
56% of customers are more likely to buy with a personalized experience.
41% of consumers say they purchase more from retailers that send them personalized emails based
on past behavior.
WHY?
74% of consumers get frustrated with websites when content (e.g. offers, ads, promotions) appears that has
nothing to do with their interests.
A customer is 4x more likely to buy from a competitor if the problem is service related vs. price or product
related.
THANK YOU!
GERARD LIM MANAGING DIRECTOR / SINGAPORE [email protected] MELISSA WILFLEY EXPEIENCE DESIGN DIRECTOR / APAC [email protected]