Shopify is an incredible platform to set up an eCommerce business with ease, letting you quickly stock your virtual shelves and get going with a new business without all the traditional overheads and expense.
It’s also a great way to start a dropshipping store, further slashing the cost of creating an eCommerce operation because there’s no stock to buy — just feature it in your online shop, with no need to purchase and warehouse large amounts of stock, and hopefully, customers will come flocking to you.
We say “hopefully” because, like anything in business, there’s little point in having a shop if no one knows about it. You need a highly effective digital marketing strategy to get the word out. After all, the internet is an incredibly crowded place, and getting bigger all the time.
As of now, there are more than 1.8 billion websites online, many of them owned by businesses — that’s a lot of sites seeking a lot of eyeballs, and if you want your Shopify business to take off, you need to devise and execute a laser-targeted digital marketing strategy to lead you to sales success.
Most likely driven by the pandemic and lockdowns, businesses have been stampeding to Shopify to set up stores, with now well over half a million of them and the company seeing sales soar by 96% in the last quarter of 2020. “The accelerated shift to digital commerce triggered by COVID-19 is continuing, as more consumers shop online and entrepreneurs step up to meet demand,” said its chief, Harley Finkelstein.
Devise a Shopify Marketing Strategy
At the outset of devising a great marketing strategy for your Shopify store, you need to decide on a goal — most likely increased sales, or it could just be increased exposure and visibility if you already have a steady stream of customers — and how to get there.
That means coming up with all sorts of creative ideas to engage people and attract them to your store.
In the eCommerce world, you have to think like people online — what the demographics are, what kind of content they like to consume and at which sites and social media platforms they congregate.
Doing your research and knowing where your audience is will go a long way towards ensuring your Shopify marketing strategy is successful.
If you’re just about to launch your Shopify enterprise, a great way to snare interest and get lots of traffic is to run a competition or giveaway — something like: “To mark the launch of our new store, we’re giving away 50 awesome tote bags”.
Online or off, everyone loves a freebie, whether it’s a competition or a direct giveaway. And to enter or be in with a chance of getting something, set up a landing page that gives all the details and has an entry field that includes their email so that you can use the addresses for ongoing email marketing.
Big discounts are also a staple of launching a new store, and even if you have to sell items at less than cost, resulting in a loss, you can factor the expense into the cost of starting your business.
Getting your first customers through your online doors is the most vital part of your marketing campaign, because if they like what you have, they may become customers for life.
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Reach Out as Part of Your Shopify Marketing Strategy
Depending on what you’re selling in your Shopify store, you may be able to reach out to influencers and get a whole lot of attention and generate a buzz for your products.
These are people on social media with lots of followers, and they can also be bloggers or industry experts.
Basically, you’re looking for someone who is an authority in their area, whether it’s about fashion or fridges, and they have many fans who look to them for the latest information, trends and advice.
The benefits of influencer marketing, as part of an overall Shopify marketing strategy, are that you create a buzz and build brand awareness while also, possibly, boosting your own social media following and building trust.
If you’re using bloggers in your niche and they review your products, you can also gain valuable backlinks to your site that will help to increase the authority of your site, visibility in search engine results pages and traffic and sales.
You can find relevant influencers by searching the various social media platforms using specific hashtags.
Do some research to make sure they’re legit and don’t have lots of fake followers they may have bought; otherwise, it might be marketing money down the drain. Influencers tools like BuzzSumo, Followerwonk and GroupHigh can be invaluable in helping you to find the right people and get a good return on your investment.
Create your own hashtags for added pizzazz and for grouping your posts.
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Shud You? Hiring “virtual supermodel” and influencer Shudu to promote frocks and other fashion items might give you the kind of marketing boost you’re after.
Create Content for Your Shopify Store
A great digital marketing strategy should also include creating a hefty amount of content so that you boost your search engine optimisation and provide value for readers and improve conversions.
Blogs should be your starting point, writing posts that your target audience will be interested in — and if you don’t have time, or don’t know how, you can always outsource the task to a digital marketing agency.
Simply use Shopify’s default blog, titled News, or add your own blog to the store, by linking to an external one you may have on another platform or your own site. You can then share your blogs on social media, thereby building your audience, traffic and sales further.
Later, you can add videos, infographics and other compelling content to your store.
Content with Content: Blogs are a great way to reach and engage audiences — and turn them into customers.
Shopify Marketing Strategy with PPC
Paid search, or Pay-Per-Click, is a proven way to drive large volumes of qualified traffic — people who are or may be interested in your products — to your Shopify store.
You can set up accounts with Google Ads, Facebook, Instagram and more and test out your ads to see how they work. And again, if you find that the various accounts and campaigns are too much to manage, as they’re eating into time that would be better spent running your store, you can appoint a digital marketing agency to run your PPC campaigns.
Big Hit: Google Ads and the social media type directly target the kind of people you want to become new customers.
Shopify has a virtual employee named Kit, who helps increase your sales by doing some of the marketing and awareness for you. It can be used with Facebook and Instagram ads and can send automated email blasts to your customers and integrate many of the marketing apps you use.
All of these measures should form part of your Shopify marketing strategy in 2021 so that your sales grow and your profits soar.
Need help with your Shopify marketing strategy? Exposure Ninja’s marketing whizzes are here to assist right now — get in touch today and see your online store really take off!