Inbound marketers , on the other hand, will be able to create compelling content tailored to their target market needs and aspirations. That's why; it's very important that marketers take their time at this step and nail it as it can make or break the entire campaign. However, a much fewer percentage take the time to document their content marketing strategy! Be one of those "elites" who document their content marketing plan and keep tweaking it in order to maximize conversions.
Needless to say, your content marketing strategy must be tailored to your predefined buyer persona. Once any of these user-initiated interest signals are triggered, the prospect will become a lead that you should be ready to nurture with your wholesome content. In other words, attracting the RIGHT prospects to your website is an essential prerequisite for lead generation.
33 Ecommerce Conversion Rate Optimization Tactics ()
When you create a powerful social media presence in order to attract targeted traffic to your landing page s , social media will be mainly used for prospect capturing. On top of that, social media platforms, with their real-time capabilities, can be effectively used as direct lead nurturing channels.
- How To Turn B2B Lead Nurturing Into Sales: Your Complete Guide [25+ Resources].
- 31 Ecommerce Email Marketing Tips to 5x Your Conversion Rates;
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For example, a fan on your Facebook page may express interest in your product or request a demo. In this scenario, the lead qualification cycle will begin at Facebook. That's why; you need to make sure that you implement an integrated lead management process in order to keep track of lead interactions across different channels. Email marketing is still a big player in the online marketing scene. In order to make the most out of your email marketing efforts, you need to:. Online marketing has expanded into a diverse array of lead generation channels. As I mentioned earlier, it's critical to establish a highly integrated lead management process in order to effectively track lead behavior across the various channels.
A good Lead management software enables marketers to measure very important indicators, including Lead intelligence and lead scoring. Effectively measuring these components will help the marketing team in filtering the most qualified leads to the sales team for optimal results.
It's important to note that steps 1 and 2 must be effectively completed prior to the remaining steps which can be implemented in parallel. However, I don't like the idea of sending targeted traffic to mediocre content because it's an invitation for bounce rate! In other words, I recommend focusing on creating compelling content on your website and blog before linking to it via social media. Still, you can use social media as a direct lead generation channel at any stage.
Leverage social media real-time capabilities to build rapport with your leads and take them downwards through the lead-generation-funnel. For the third time in this article, I'm stressing on the importance of integrating all the various lead generation channels. That's a critical factor to consider when choosing a lead management software. I did my best to cover all the aspects of B2B lead nurturing but the topic is so broad.
You may think of this guide as a work-in-progress as I will keep adding more valuable resources in the future. If you have relevant resources that can enhance the quality of this guide, please share them in the comments. You are sharing information. You are providing opportunities and touch points beyond what someone not on that email list would get. After all, they have already purchased with your brand.
You should strive to beat them — and the following email marketing best practices will help you do just that. There are at least 11 different email campaigns and triggers retailers should use to keep customer engagement high. Want to see how many lost sales you could recover? Do the math with our Abandoned Cart Calculator. Abandoned cart emails are used on new and repeat customers who have logged in to your site, added items to their basket and then left. They abandoned their cart. According to recent research from Bluecore , cart abandonment emails have the highest average conversion rate 2.
Be conversational in your email. Scarcity and social proof are often used at this stage. Up-sell and cross-sell emails are sent to customers who purchased an item. According to the BlueCore study, these types of emails typically have a. Percentage click-to-conversion rate for post-purchase emails like up-sell and cross-sell campaigns.
Installing a one-click app like Receiptful can automate this process for you. This app offers receipt templates and analytics to help you make the most of these high-visibility emails. Promotional emails can be used in multiple ways for a variety of customers. You may have a site-wide discount to tell your customers about. Conversion rates for the various email types in this category vary. Price decrease is the most successful, with a 1.
33 Ecommerce Conversion Rate Optimization Steps Guaranteed to Increase Sales in 2019
Low inventory falls in second place, triggering the psychological impulse of scarcity, with. New merchandise emails have a good click-to-conversion rate 8. Conversion rate of price decrease emails. Price decrease emails have the highest conversion rate and click-to-conversion 9. Whatever you use the email for, make sure that it speaks directly to your audience. For instance, many brands segment their customer base into these categories:. Use customer groups to personalize the on-site experience for your segments. Customer groups allow you to alter products and prices for specific groups so that you show discount customers the discount prices, which Face Value Customers get to see new product lines before anyone else.
Customer loyalty and re-engagement emails focus on building a relationship between you and the customer. Ecommerce email marketing is both a science and an art. So, we sought out experts across the industry to provide their 1 piece of advice for brands looking to improve the performance of their email marketing efforts.
Many of these experts come from the analytics field, and have vast experience digging into the data to uncover trends. The rest of marketing growth hackers. People who have figured out how to use email to nurture customers into repeat customers, and repeat customers into engaged, word-of-mouth promoters. It will take tidbits from each perspective to holistically optimize your email campaigns, but rest assured, each piece of advice can drastically improve your email marketing conversion rates.
Nail your abandoned cart emails. Also, focus on emails that get a recent buyer to purchase a profitable add-on to something they just bought. The margin for add-ons are usually much better than the product itself. Think triggered email sequences. You need the Big Two: Expect both to clock in at twice your average site wide conversion rate.
How To Turn B2B Lead Nurturing Into Sales: Your Complete Guide [25+ Resources]
Many newsletters are too sales-oriented, which is a weird experience for the user who most of the time will read that content while not in a purchasing mindset. Instead, I would focus on building a long-term relationship with the user and optimize the content for high open and sharing rates rather than just the CTR. You should be sending out different messaging and discount offers to your site visitors depending on the actions they have taken on your site.
Also, if you have access to historical data, look for the days of the week where transaction volume peaks. Time your emails to follow this pattern. Your email is most likely just another one of them. Despite your best effort to send beautifully designed emails with relevant content, your customers are bombarded with a lot more emails, hence why your call to action is so important. You have around 3 seconds to get a person to notice your call to action.
We see way too many examples of stores trying to demonstrate how amazing they are instead of thinking about the person actually making the purchase.
Step 1: Nail Your Target Market Definition
Talking about CTAs, a big no-no is having many calls to action in the same email. An effective way to be clear from the get go is to use your subject line as a call to action preview that incentivizes the reader to open the email and get value out of it.
Create a welcome email for new subscribers —— or even a welcome series —— for every opt-in form you have on your site. The best time to send someone an email is immediately after they sign up to hear from you, and this is a great time to share your best content and offers. The more you segment your list, and the more customized each email is to that segment, the higher your conversion rate. Keeping your customers reacting to your emails not only has benefits in terms of generating revenue from emails, but helps to keep your email reputation intact.
If you repeatedly send to inactive subscribers, you could start going to junk. And not just for that subscriber, but for everyone on the same email domain. Segment as much as possible. We recently sent out two similar campaigns for our new Holiday Ecommerce Report —— a typical email blast and a segmented mailing focused on retail businesses. All it takes is a bit of focused copy and a segmented list of email subscribers.
Email is great for discounts and promotions. Keep a list of all past customers and use it to promote sales and specials with a deadline. This will create urgency and keep people coming back for more. Every email is an opportunity! Percent of customers who end up buying after clicking on promoted products in a review request emails.
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Compound this strategy by upselling when asking for reviews. Yotpo data shows My top tip is that every email needs to have more than just a point —— it needs to include a strong call to action that exchanges a valuable reward to the customer for interacting. Leverage this incentive-offering email marketing strategy to collect customer reviews and upsell. Target your emails specifically to each of your unique buyer personas to make each buyer persona feel understood and welcome by your brand.
Feature specific products and why they are of benefit to your list.