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11 Lead Nurturing Strategy In eCommerce

Lead nurturing efforts are critical for qualifying leads, driving conversions, and establishing connections. In an eCommerce site, having foreign leads is useless. In this instance, a generic email or only social media marketing will not be enough. That is precisely why your eCommerce brand needs a proven lead nurturing process.

We've compiled 11 eCommerce lead nurturing strategies, techniques, and ideas to make things easier for you. They'll assist you in generating more sales-qualified leads, increasing sales, and expanding your organization.

 

1. Push Notifications & Leverage Cookies

For an eCommerce business, cookies are one of the most significant lead nurturing tools. Your website places a unique ID on the lead's device using cookies. You'll be able to see which pages your lead viewed on your site and how much time they spent on each of those sites after they accept cookies. You may use this information to retarget potential consumers on Instagram, Google Ads, and Facebook using this information.

Despite the fact that many users block cookies, cookies are still a vital eCommerce lead nurturing tool since they allow you to:

  • To figure out how a visitor ends up on your e-commerce site.
  • To find out which pages a visitor spends the most time on.
  • To learn more about the number of visitors to the site.
  • To get notified in real-time as new leads arrive on the site.

Push notifications are an effective way for eCommerce businesses to nurture leads. The talks happen in real-time and aren't prevented by ad blockers after the user opts in for push notifications. Push notification allows you to send tailored alerts to your leads on their desktop and mobile devices, even while they are not viewing your website, unless they have banned it.

You can use push notifications to:

  • For promoting price drops & announcing discounts.
  • Notify ideal prospects when new goods are added.
  • Product suggestions customized to their preferences based on your actions on the page.
  • Product cross-selling
  • Recover abandoned shopping carts.
 

2. Create Valuable Content

You may be asking why you should dedicate, effort, and resources to developing content. The solution is that by providing great material that your potential readers will want to read, your website will be discovered by more people. When you are the most knowledgeable leader in your business, you get trust, and people are more inclined to buy from you.

Ebooks, infographics, blog posts, FAQs, videos, and podcasts are all examples of content forms that may be used in an eCommerce content strategy for lead generation. To bring your eCommerce business in front of more people, you may take it a step further and repurpose the same content across numerous forms.

Creating good content helps you create, nurture, and keep leads so you can turn them into paying customers.

Northern Brewers, an eCommerce business, is one of the greatest examples of content marketing. They sell beer kits, beer recipe kits, and equipment for home brewing. They have professional advice that customers might profit from, given that homebrewing can be hard for first-time users. Check out their homebrewing area, which includes a video collection, a forum, and a priming sugar calculator. To increase sales, they go one step further and include related goods in their text so that readers may discover the equipment they require.

Look for opportunities to teach and share your knowledge with your customers. Begin with a data-driven user persona, then develop meaningful content to address their pain areas as a lead generating technique.

 

3. eCommerce SEO

Nobody will see your eCommerce website if you don't optimize it for search. You don't have to hold their hands as they progress down the funnel if you're nurturing leads. However, you must first attract visitors to your website. If you don't have website visitors, you can't send out push alerts, give discounts, or create meaningful content. SEO is critical for creating targeted traffic that can be nurtured and converted into sales.

One of the biggest advantages of eCommerce SEO is that you don't have to generate long-form content like manuals, booklets, or whitepapers in order to rank on SERP. In some businesses, this is a need for generating leads. However, you may improve the SEO of your eCommerce site by using targeted keywords in product descriptions, metadata, and blog articles.

4. Retargeting Strategy For Nurturing eCommerce Lead

We hope have seen Facebook advertising for the same thing you were looking at on another website? These advertisements are referred to as retargeting or remarketing advertising. The next component of the jigsaw is retargeting advertisements. To reach a new, comparable, or old audience, you may need to pay for promotion.

This is how it works with remarketing. It evokes in people a fear of missing out and forces them to make an immediate decision.

It's not the end of the world if a lead doesn't buy your stuff today. You still have a chance to persuade them to buy anything. The benefit of retargeting is that it works throughout the purchasing cycle. Remarketing advertisements don't always deliver leads back to your website (though they might), but they do raise brand recognition for your eCommerce company. When your leads require a comparable product in the future, they will recall the advertisement they saw.

Whether it's fashionable clothing or homeware, you'll find a slew of competitors vying for the same customer. Retargeting advertising assists your eCommerce brand in gaining popularity and selling more quickly. When a lead sees your brand, USP, and product options, you increase the likelihood of:

  • Over the next few days, we'll be generating sales.
  • Getting in touch with clients that are really interested in your offering
  • Increasing brand awareness and establishing trust with your prospects
 

5. Using social media, pitch the appropriate product at the right moment

You might be wondering why you should employ social media marketing to nurture eCommerce leads. With 3.8 billion social media users in 2020, the answer is that social media has the largest database of possible leads. Because they exhibit interest in your brand, website visitors are leads. Similarly, your social media followers anticipate hearing from you. As a consequence, the gap between a lead and a sale is narrower than the gap between a would-be automobile owner and a car. In a manner that few conventional sectors can, eCommerce can leverage social media to nurture leads in a way that many other companies can't.

Someone who follows you on social media has positioned themselves only a few clicks away from completing a purchase. It's as easy as clicking a "Follow" button to start nurturing a potential customer. Instead of spreading yourself thin overall social media sites, focus on the ones that your audience utilizes regularly.

Facebook ads are a good way to target a lookalike demographic and build a direct line of communication with them because they have the lowest CPC prices. Instagram marketing and lead advertisements enable you to generate a visual appeal while also collecting consumer data that can be used to boost direct marketing efforts for lead nurturing.

6. Freebies are a great way to Nurture leads.

Customers, including you and me, enjoy receiving free gifts. We are simply unable of resisting the allure of freebies as humans. You may also utilize it to your advantage. In return for a customer's email address, eCommerce retailers frequently offer free delivery or a discount. You may send them member-only discount emails at regular intervals once they were opt-in. Don't forget to upsell your premium selection of items while they're on your website.

MADE is a furniture and homeware brand based in New York City. The two offerings on their website attract the reader's interest right away. The first (up to 20% off lights) is for those who are ready to make a purchase. The second (£10 off your first order) is for leads who aren't ready to purchase just yet. MADE may nurture leads until they are ready to buy by getting them to sign up for the newsletter.

Here are a some of the most effective freebie ideas for eCommerce lead nurturing:

  • New collections will be launched at discounts.
  • Combine out-of-stock condition with a discount on an immediate purchase to create a sense of urgency.
  • Customers that pick up things from the store should be given freebies.
  • Provide exclusive members with freebies.
 

7. Provide a consistent user experience on your website

Customers will never run out of alternatives with so many eCommerce shops offering things online. For visitors to consider your brand, your website must be trustworthy and visually appealing. Here's how to get your website ready:

  • Reduce the time it takes for a webpage to load.
  • Include a search tool to make navigating simpler.
  • Use high-quality images to create appealing and compelling product descriptions.
  • Add social evidence in the form of reviews on the home page and product pages, since 86 % buy within one week of reading reviews.
  • Payment trust signals should be included to demonstrate that the leads' payment information is secure.
  • Include high-resolution images and pictures.
  • Include videos and a 360-degree perspective of your merchandise if needed.
 

8. Email marketing campaigns

Have you ever refused to purchase a thing because the price was too high? Will you buy it if a 50% off coupon arrives in your inbox the next morning? Yes, most likely. And that's how B2C email marketing works with eCommerce lead nurturing. Customized email journeys assist you in qualifying leads, increasing awareness, and establishing a brand identity among prospects.

With these suggestions, you'll be an expert at email marketing:

  • Prospects should be segmented according to where they are in the sales funnel.
  • Create campaigns that are automated depending on the buyer's path and location.
  • Use dynamic content to customize your emails.
  • Create and automate customer journey triggers (for example, abandoned cart or re-engagement)
  • Make a call-to-action (CTA) that stands out.
 

9. Marketing Automation

Running the show by yourself is a time-consuming operation, whether it's sending out email marketing campaigns or posting material on social media. This is where marketing automation comes into play. Lead scoring, lead segmentation, and task automation are all features of effective marketing automation systems like EngageBay that help you boost sales.

Use marketing automation solutions for various phases of lead nurturing to get the most out of it, such as:

  • Contact lists may be segmented depending on demographics, events, and consumer behaviour.
  • Creating email marketing campaigns that are automated
  • Creating landing pages to rekindle cold leads' interest.
  • For promotional reasons, sending SMS and push notifications.
 

10. Personalized offers will help you convert more quickly.

The process from leads seeing your website to purchasing things from you is lengthier than it appears. Personalization is one of the most efficient techniques to reduce the conversion rate cycle. Personalization will be key in social media retargeting advertising as well as email marketing initiatives.

Here are a few of the top personalization options for nurturing eCommerce leads:

  • Attract shoppers' attention with customized product recommendations on your website.
  • Use social media retargeting advertisements to show off a tailored line of items.
  • Use live chat or a chatbot to interact with consumers one-on-one.
  • Collaborate with influencers to create personalized goods for certain audiences.
 

11. Pay-per-click (PPC) campaigns can help you get exposure and nurture leads.

All of the lead nurturing tactics listed above require time to provide results. Customers are more likely to click on advertisements that come before organic results on search engines like Google, so you can use PPC to your advantage. As a result, it's critical that you use the correct keywords in your Pay Per Click (PPC) ads. You only pay when a lead hits the link under this advertising model.

You may link your Google Merchant center to Google Ads unless you want these leads to arrive on your website. Ideally, you should increase your bids on the most profitable product group. All you have to do now is wait for Google to show your ad for the most appropriate query once you've finished product grouping and bidding.

You must ensure the following in order to do successfully in PPC ad campaigns:

  • The product information is thorough and includes each and every detail.
  • Your advertisement includes a compelling title, description, and high-resolution photos.
  • The landing page provides a consistent experience.

Nothing will yield intended outcomes unless you have a good eCommerce lead nurturing plan in place, whether it's creating connections with consumers or leading leads through the purchase process. Did you know that firms that nurture leads sell 50 percent more at a 33 % cheaper cost than those that don't? Lead nurturing has this kind of power.



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