Latest Article 10 hacks to take your local advertising strategy to the next level read more

Back to hub

Marketing tips for e-commerce websites | Series 8

At Fluid Ads, we know how crucial it is for e-commerce retailers to get their approach to marketing and advertising right.

To assist we’re providing 5 new tips every week to ensure e-commerce businesses can begin to build high-performing and tailored marketing strategies that engage with their consumers, boost their profits and impact their bottom line for 2020.

Here are tips 36 to 40. Don’t forget to look out for our previous weeks’ tips.

Series 1 / Series 2 / Series 3 / Series 4 / Series 5 / Series 6 / Series 7

36. Get a personalisation strategy in place

Personalisation is a huge factor for consumers when choosing which brands to buy from.

Specifically, nearly 80% of consumers will only engage with an offer from a brand if it has been personalised to reflect those previous interactions that they’ve had with that brand. The importance of personalisation is set to increase in 2020, with over half of consumers expecting companies to anticipate their needs and make relevant suggestions before making contact.

Put simply, if you’re not personalising consumer experiences with your brand, potential customers will turn elsewhere. E-commerce retailers have a number of options for personalisation including in their digital display ads, Retargeting campaigns, email, and social media.

A personalisation strategy is essential.

37. Test and refine

You simply won’t get things right immediately. It’s incredibly important to test and refine everything you do to ensure you’re giving your business the highest chance of success.

That includes A/B testing your digital display ads and making up-to-the-second campaign tweaks and changes to enhance performance as you go, as well as trialling new forms of content, social media posts and email campaigns. It’s also crucial to continue to evaluate your customer journey and customer experience on your website, through appropriate conversion rate optimisation techniques.

38. Focus on your local advertising strategy

Are your online products relevant to users in a specific area? Do you have brick-and-mortar locations and want to boost offline sales as well as on your website? Is it important to increase brand awareness in key locations for your core demographic?

There are so many reasons why it might be integral for your business to focus on your local advertising strategy, with your business objectives defining your advertising approach. For example, Geotargeting can be used to engage with a defined audience in a local area to drive both online and offline sales, while Geofencing will encourage footfall into your brick-and-mortar stores, as well as enhancing the omni-channel experience for your customers.

The first step is to define your local advertising objectives, while the second is to use the right technology to help you execute your campaigns.

39. Consistency is key

Successful businesses don’t dip in and out of marketing and advertising, they show up every single day and make sure they continue to engage with their users.

For smaller retailers and businesses just starting out, it can become a significant drain on resources and finances to continue to create blog posts, to work hard on their social media platforms and put what budget they have into advertising, but it is these channels that will be central to business growth.

That means that Retargeting campaigns should be running all the time, alongside brand awareness campaigns, paid social media advertising, PPC, SEO and content marketing.

Whilst it may appear daunting for smaller businesses, it’s a question of continuing to look at creative tactics to compete with the bigger retailers, innovative campaigns to boost user engagement, and cost-effective ways to ensure advertising performance without draining your budget.

40. Add your discount codes to discount code websites and use them in your Retargeting

For many consumers, price matters and they will actively research and look for the best deals online. As a retailer you should always price your products high enough that you can offer discounts without making a loss.

To ensure you’re giving these users value and generating sales in the process, create discount codes and submit them to the most popular discount code websites. Consider also using them in your social media posts and Retargeting strategy as a tactic to encourage interested users to convert.

Fluid Ads can improve advertising performance for your e-commerce business. Make sure you look out for next week’s five essential tips.

Sound interesting?
Book a demo with our customer success team.

Let's have a chat

More from the hub

Article

10 hacks to take your local advertising strategy to the next level

Read our 10 hacks to ensure you get the best from your local advertising strategy.

Article

What’s next for the digital display industry?

Whats happening within the digital display industry in 2020?

Article

Your essential guide for business growth in 2020

Fluid Ads talks about what types of advertising you can use to ensure you get the best out of your business strategy.

Article

Do consumers prefer personalised ads?

Fluid Ads looks at whether consumers prefer hyper relevant ads.

Big brands with big banners