More often than not, by the time your customers are ready to take a chance on your product, they’ve already come in contact with you several times, in pre-purchase interactions called touchpoints. In our experience with e-commerce marketing services, the most successful businesses are the ones who are aware of all their online touchpoints, and have several strategies in their arsenal to target each one.
Having an omnichannel universe of digital marketing tactics allows you to create a seamless and flexible experience for customers at all stages of their buying process. Where are your customers most commonly interacting with you online before buying? What do you want their entire digital journey to look like? As a top Pittsburgh digital marketing agency, we can offer a few suggestions.
When it comes to e-commerce marketing services, the ways prospective customers can interact with you are as unlimited as the Internet itself. Prospects can find out about you, explore your brand, and buy from your store all from the comfort of their own homes.
Of course, everyone’s online journey to you could look a little bit different. The trick is knowing some of the most common ways people are finding you, and then targeting your marketing strategies to those areas. These are 5 of the most common online touchpoints you’ll want to hit with your marketing strategy:
Social media has a wealth of touchpoint possibilities. And, considering that in 2020 the average person had 8.6 social media accounts, having a presence on several different platforms is the best way to create multiple avenues that all lead to you. Consider some of the opportunities:
Of all the digital marketing tactics, email consistently boasts the highest ROI out of all of them. The touchpoints you create over email are some of the most powerful ones you can have. And there are so many options to choose from:
What’s the first thing you do when you have a problem? Google it. Your customers are no different. One of the most common ways people find you online is by looking for a solution to a problem they have. There are lots of different ways you can make sure that your solution is the first one they find:
Your website is the touchpoint where you can say the most about yourself, and so once a prospect is there, you have a lot of chances to keep their interest and attention:
Your actual store is a touchpoint too. When a prospect is there, they still aren’t necessarily ready to buy yet. Your marketing strategies need to continue until the very end. Here are some examples of how that works:
Ultimately, potential customers are coming from all over the Internet. Whether it’s through social media, email, Google, your website, or your online store, there are unlimited ways for the user journey to start. But it’s important to remember that each touchpoint is only one part of that entire journey. Beyond targeting individual touchpoints, the next level when it comes to e-commerce marketing services is making sure all those touchpoints work together.
Focus on how each touchpoint works together to create an entire user journey.
Notice how all the touchpoints in the scenarios above all naturally lead to future interactions? A newsletter might lead to an Instagram follow which might lead to a purchase. Or a Twitter conversation might lead to your website which might lead to your newsletter, which might lead to...etc.
When marketing your business, it’s important to consider how to craft the best Facebook ad or write an interesting product description. But that’s only part of the equation when it comes to e-commerce marketing services. In fact, it’s rare that you’ll make a sale after just one touchpoint. In fact, depending on your industry, it could take an average of 8 touchpoints to even get a prospect interested enough to start seriously considering your product.
You don’t want to abandon your customers after just one touchpoint. Your blog post could bring them to tears, but if there’s nowhere to grow from there, your relationship is over before it even starts. If there’s no clear and intuitive path to the next touchpoint, it’s not going to happen.
It takes a lot of thought, but considering the cumulative total of experiences your prospects have with you will ensure the best outcome both for you and for them. By crafting multiple different opportunities to interact with and learn about you, you’ll be making it as easy as possible for your prospects to know whether or not they want to become your customers.
When a prospect interacts with your brand online that interaction will not be their last. That’s why it’s important to use a varied cocktail of e-commerce marketing services that work together to make the entire journey to a purchase easy, intuitive, and fun. If you want some help stocking your digital arsenal of strategies, feel free to get in touch with Responsival. We’d love to lend a hand.
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