Ecommerce essentials: Lead nurturing

NateVickery
Consultant
Bizzmark
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Ecommerce implies a highly competitive market so you need to be at the top of your game, 24/7. It’s crucial to simultaneously work on attracting new customers and nurture relationships with existing ones. Sealing the deal (i.e. achieving sales) is not a one-time thing nor can you relax afterward: it is a never ending process.

Today’s buyers are demanding and in order to be successful - businesses must adapt to their needs. If you don’t meet their expectations, they’ll simply turn to other brands that will. This means you have to create engaging content and provide value that will make you stand out from other big shots out there and gradually bring more sales to your Ecommerce.

Consumers want to feel special and they need to connect to some system of ideas and values that are bigger than themselves. So, why should you care about lead nurturing and say no to the generic approach?

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The vital role of lead nurturing

Lead nurturing has two main goals: to capture and keep buyers’ attention in order to encourage future purchases. It makes buyers feel important and engaged during every step of the buying process and needless to say - it helps you build brand loyalty. According to the Gleanster Research, up to 50% of leads are qualified buyers but they are still reluctant to make a purchase.

With lead nurturing, you can gently push them into doing so. Lead nurturing increases the volume and velocity of the qualified leads, it shortens the sales cycle, it helps you develop an optimal strategy (i.e. align your sales according to behavior and preferences of your buying persona), communicate with them across relevant channels, measure and assess the level of their engagement and determine the needed changes, and find cross-sell and up-sell opportunities.

The evergreen of maintaining good relationships: target content

Forget about the one-size-fits-all mindset. Sending tons of generic emails to your subscribers in hope they will decide to make their purchase is not called nurturing: it’s spamming. However, target content is one of the pivots of great inbound marketing and it is based on the holy trinity: delivering the right content, to the right people, at the right time.

This means you need to invest a certain amount of effort in order to get to know your buying persona: demographics play a huge role here, as well as their interests and buying habits. Having an effective automation software is crucial for identifying and targeting your soon-to-become customers. Keep in mind that personalized emails generate up to 6 times more revenue. Use lead scoring to determine your future sales.

Ensuring optimal user experience

Great website design that is optimized for the best user experience sounds like something that should be a default but you’d be surprised how many businesses fail at crafting a well-organized Ecommerce shop. According to Kissmetrics, clean design and good structure of the text and graphics are important, as well as the speed of the loading time, and the way you display products and organize filter searches.

And did you know that offering too many choices to buyers can cost you sales? This makes the buying experience too overwhelming and can backfire. Naturally, customers don’t like complicated buying processes so simplifying product pages, payment methods and shopping cart systems are advisable. In order to make purchase available in just a few clicks for your buyers, check out Shopify as they include numerous payment gateways, accept widely-used credit cards, and an SSL certificate that ensures the optimal level of security.

The power of social media

If you take a look at the data provided by Statista, by 2018 - there will be around 2.67 billion social media users. There is a lot of business potential hidden here especially when it comes to creative campaigns and marketing opportunities. It’s important not to forget the necessity of interaction on social media: your job has only begun when you post a certain content.

You have to hook your audience and make people react to what you’ve shared. This is how you build trust with them. Also, make sure to use relevant analytic tools and track your progress: understand what type of content is more engaging and what doesn’t resonate with your followers that well.  

Despite the undeniable benefits of lead nurturing, around 65% of B2B marketers have not established any campaigns, data provided by Marketing Sherpa says. What better way to be ahead of the competition than to get creative with filling this gap? Keep these successful lead nurturing tactics in mind and adjust your strategy in order to enhance your Ecommerce business. Remember: your ultimate goal might be increased sales but the afore steps include making your prospect move from being aware of your business to considering buying your products or purchases.

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