Inbound marketing: the key to improving your eCommerce results

03/02/2021

Angela de la Vieja

Inbound marketing is considered a trend in the online world. The objective of this strategy is to attract potential clients by offering them valuable content through social networks, search engines, or blogs. Its differentiating characteristic is that the user is the one that approaches the website in search of valuable information to resolve their problems or satisfy their needs, which is what keeps this from being an aggressive method for the consumer. Moreover, by applying this marketing strategy, unlike traditional advertising, customers don’t notice that achieving sales is the goal.

Stages of the inbound methodology

Attracting traffic. In this initial stage, you must ensure that the users reach your digital media instead of that of the competition. This is achieved by adding the same high-quality content that manages to attract consumers and thus increase traffic to your website. You’re not looking for just any kind of traffic, but rather you want to attract your potential customers, in other words, your buyer persona. What is a buyer persona? This is a fictitious person that represents your ideal consumer. To study them, you need to analyse all of their characteristics: age, gender, profession, demographic data, purchasing power, behaviour, search habits, buying habits, etc.
Generating leads. In this stage, you need to try to ensure that the users that have entered your website end up registering, You need to have a valuable lure that is attractive to users so that those that visit your website are willing to fill out a form and give you their contact information. Many different elements can gather that information, such as pop-ups, subscription boxes, landing pages, or lightbox pop-ups, among others.
Selling. The number of customers will increase proportionally as more people are attracted to your eCommerce website. That is, if your number of website users increases, the probability of you getting new customers will also increase considerably. To do this, you need to make users feel like they are unique; that they’re important to the company and not just a billing number. You can do this by offering them personalised and special discounts, for example.
Earning loyalty. Finally, and most importantly, you need to design a strategy to earn customer loyalty after purchase. This is a point that many companies forget, which leads to a loss of customer interest. To achieve customer loyalty, you need to measure the satisfaction of all customers, which will allow you to look for solutions to avoid losing them.

And finally, have you achieved the objectives you set? Only a good analysis will give you an answer to this question, helping you know what actions have been most successful, which you can use to increase more sales, and techniques to attract new customers.

11/11/2022

Consumer behavior: How can behavior tracking be effective for setting the right pricing strategies?

Behavior tracking is becoming massively popular today. As a result, pricing strategies born from studying consumer behavior are a merchant's dream come true. If done right, it can conquer every market for the business quickly. With abundant data available, the strategic makeover of the pricing models is becoming easy for companies.

What is behavioral tracking, and how is the data beneficial in pricing?

For a quick understanding, behavioral tracking refers to gaining in-depth knowledge and insights into consumers through their web data. Their browsing habits, spontaneous decisions, shopping interests, and preferences come under behavioral tracking.

How can enterprises use customer behavior data?

Companies can use customer behavior data as a tool to strengthen their hold on the market. A customer’s preferences, values, and tendencies allow businesses to work in sync with them through the collected data. Apart from this, customer behavior can also aid in:

Tailoring customer needs for customer retention

Personalization is becoming the heart of a company’s growth. No matter in which area an enterprise is functioning, tailoring the services, products, and solutions is becoming increasingly crucial. Uniqueness and personalization attract the crowd like no other.

Increasing the overall value

One of the best ways customer behavior data affects a business is by upgrading the value of customers for the business. The customer’s characteristics allow the company to target the people that match the business prospects well.

Optimizing every type of content

Everything that is up for digital display requires content. You must have seen companies unveiling their products or services through advertisements and making the initial public appearance. Two essential sales strategies – upselling and cross-selling comes through content optimization.

Pricing Strategy

Last but certainly not least is the influence of customer behavior data on the pricing strategy. The pricing strategy essentially constitutes content derived from data analysis. Companies need to have a dynamic approach to the pricing system to attract the right customers.

17/02/2015

Saint Valentine’s Day, always a good opportunity

V-Day is looming, a long-awaited date for all and also a good occasion for the eCommerce. According the study conducted by Prosper Insights and Analytics, it is forecasted the average consumer expense that day will be the highest in last years. Furthermore, 25% of them will buy online, which means an increase of 4% regarding 2014 (The US department of Commerce). This is, therefore, a key date where market competitiveness increase and which could be assumed as a big opportunity for our business or, a big fail if we do not adopt the correct strategies.

How to turn this event into an opportunity? To achieve this goal, we need to adapt our prices to this hostile environment, i.e. we need to develop an appropriate Dynamic Pricing strategy that allows us to adapt our prices to the variations produced in supply and demand and to position us ahead of our competitors. In V-Day, the frequency in changes will be higher, carrying it out each hour or even each minute. It is estimated that 65% of leader retailers have the ability to respond quickly at these variations, such Amazon. For this reason, it acquires great importance the correct use of a software specialised in price motorisation of competitors. Do not miss the time and adapt your business to new adversities.

28/12/2022

Which are the best footwear marketplaces to sell on?

Footwear marketplaces are booming. The last decade has seen the launch of new specialized marketplaces with millions of different users. Among them are Spartoo, Sarenza and Farfetch, portals with international reach. Their main value is that they unite hundreds of footwear brands, as well as offering clothes and accessories. Although each has its own characteristics, they are all vertical marketplaces, i.e., they focus on a specific area, and their sales categories are interrelated. For sellers, these portals provide an opportunity to expand sales channels and drive the globalization of their e-commerce business. We explain how to sell on these footwear marketplaces so that you can assess whether they align with your plans for the future and then start defining a possible pricing strategy.