Well here’s the secret - no e-commerce store can reach its full potential without the help of marketing automation. Even a thriving e-commerce shop could dramatically improve its sales with automated efforts.
Both B2C and B2B business can benefit from marketing-driven e-commerce - here’s what you need to know to help you go from just-barely-surviving to thriving.
First things first - what is marketing-driven e-commerce? Simply, it’s all about using marketing automation technology to enhance the customer’s experience as they shop online. Marketing automation can create consistent, long-term and repeat revenue streams when synced up to your e-commerce shop.
There are a number of ways to implement marketing automation on your website. For example, you can set up a live chat to pop up and ask if a customer has any questions or you can set up an automated email campaign to prompt a customer to return to their shopping cart when they haven’t completed their check out.
In short, marketing automation allows you to configure your e-commerce store to make sales for you.
Next, let’s look at your tech stack options. Choosing the right integrated e-commerce technology stack is going to help you sync your systems and create a seamless experience for your customers.
Here’s a handy checklist of fundamental features you should be looking for when shopping around for marketing automation software:
First, check that the marketing automation software can hook up with your e-commerce platforms via a native integration, otherwise things can get complicated (and expensive).
Customer relationship management (CRM) technology acts as your eyes and ears to online customers, and is the key to managing all of your customer relationships and interactions.
To help you uncover insights and buying patterns from the customer data that you’ve collected via the CRM, your marketing automation software should include built-in reporting and analytics tools.
The best marketing automation software will make use of artificial intelligence as well as traditional automation functions like automated emails, chatbots and live chat.
Marketing automation does a lot of the heavy lifting, but it won’t do all of the work for you. You must analyse this data to understand and solve your customers’ problems. Giving customers exactly what they want can really make your online shop stand out from the rest.
How do you do this? Start by developing detailed profiles of your customers - list their goals, pain points and triggers, and plot out their buyers journey. Now you have a blueprint for precise language that you can build into your automated messages.
For example, you can use the buyer's journey to create a clever live chat and an automated email campaign to deliver relevant and timely messages that help the customer through the purchasing process. Because you’ve outlined the goals and pain points, you can use that language to connect with the customer, building trust and eventually loyalty.
It’s personal touches like these that can give your e-commerce store top-notch customer experience - and an advantage over your competitors.