June 26th, 2019


Having a strong and adaptive marketing strategy is necessary in order to have a successful online business, and there are countless methods you can implement in order to improve sales on your website. Luckily, we’ve outlined ten practices that you should focus on to create an omni-channel marketing strategy that will keep a consistent stream of visitors to your store.

1. Perfect Your Value Proposition

Before focusing on ad campaigns, the most important thing to figure out for your marketing strategy is your value proposition. Although appealing to someone’s wants can work in marketing, appealing to a customer’s needs is far more effective. Focusing on the following three characteristics will greatly improve the attractiveness of your product:

  • Relevance: How does your product or service help a customer with their problem? Does this make their job/activity easier, safer, more efficient?
  • Quantifiable Value: What specific benefits can you offer your clients with this product? Does it save them time or money? Does it improve their health or quality of life?
  • Differentiator: What sets your product apart from your competitors? What do you bring to the table that’s different from everyone else?

By coming up with definitive answers to these questions, you’ll not only create a solid foundation to build your marketing strategy, but you’ll have multiple ways to identify and appeal to your target audience.

2. Data Analytics

The most important thing driving your marketing strategy should be information. Using tools like Google Analytics are crucial for being able to diagnose the status of your marketing campaign. You can know which advertising methods are bringing the most visitors to your site (which will let you know where you should be focusing most of your time and energy). Analytics also let you know about any hiccups in the flow of your site like where customers tend to click off the page, the percentage of people who abandon their cart, and the paths through your site that lead to the most conversions. By making good use of your data analytics, you’ll know where to make changes and which of the tools on this list would best fit your company’s marketing needs.

3. Search Engine Optimization

A great way to get your store’s organic traffic to increase is by implementing SEO tactics to your site content. By creating blog posts and adjusting your pages’ metadata to target specific key words, your site can begin to rank higher on Google searches for those keywords. There are several apps on platforms like Shopify that can help optimize your site for ranking high on Google. Keep in mind that search engine optimization is a long-term tactic to gaining visitors, it could be a couple years before your pages start ranking in the top ten for a common key word. With that in mind, as long as you couple this method with other short-term marketing approaches, this can be a powerful tool within your overall marketing strategy.

4. Conversion Rate Optimization

Getting visitors to come to your store is an important goal in any marketing strategy, but conversion rate optimization (CRO) makes sure that none of those new visitors go to waste. CRO focuses on optimizing the flow, advertising, and functionality of your site to make sure that your site visits are more likely to end in a conversion (sale). CRO is a valuable tool in any marketing strategy, click here to learn more about conversion rate optimization and some simple methods to help you increase your conversions.

5. Pay-Per-Click Advertising

If you have the budget to pay for PPC ads, they are a great method to get people to buy products or visit your site. You pay Google to show ads for your product on the side of google searches, depending on keywords. For example, if you were a store that sold camping equipment, you would ask Google to show your ad in the search results whenever someone searched for “camping equipment”, and you would pay every time someone clicked on that advertisement. Keep in mind, Google uses a complex algorithm in a process known as the “Ad Auction”, to show ads of competing stores based on relevance and NOT amount of money paid in advertising. For this reason, it’s important to tailor the keywords you are targeting to something specific, maybe camping equipment in your area, or a specific type of equipment.

6. Email Marketing

Email marketing, when done wrong (simple calls to action or newsletters) won’t have a strong impact on the consumer and will end up littering the spam folders of your customers. When done right, it can be a great method to get people to buy something from your store or become a return customer. Sending personalized emails to each client can make them far more likely to visit your store and grow brand loyalty. Returning to the camping example, sending your customers a list of other camping equipment that would be a great addition to their past purchases, or a list of “10 great camping spots” near them, will make them far more likely to return to your store for their camping needs. Sending emails to people who have added items to their cart and haven’t checked out will also make customers far more likely to follow through with a purchase, especially if you offer them a discount for checking out within the next 24 hours.

7. Social Media Marketing

Platforms like Facebook, Instagram, and Twitter are an excellent environment to advertise your products and create a community of loyal costumers around your product. You can make use of tools like paid ads on these platforms, as well as create a page for your store where you can upload content like ads, giveaways, customer reviews, and even videos reviewing your own products. As your company pages gain followers, you can also interact with your audience, respond to comments, and get a better feel for the needs of your customers.

8. Sense of Urgency

Creating a sense of urgency is a powerful technique to get more people to click on your advertisements or purchase a particular product on your site. This is accomplished by creating a deal on your site that will end after a specific time (Ex: in 24 hours). The fear of missing out on a great deal will often push customers to click on the advertisement and visit your site or add your advertised item to their cart. Visual cues like a countdown timer in the top-right of the page or next to the item in the products list will also help convey the sense of urgency.

9. Influencer Marketing

Making use of individuals on social media or YouTube who have large followings, or whose following fits the demographic of your target audience, is a great way to bring traffic to your site. There are three main ways to make use of influencers in an advertising campaign:

  • Sponsorship: This method involves sending an influencer free products or paying them a certain amount of money to talk to their followers about your product. This is usually done in the form of a social media post or a YouTube video reviewing the product.
  • Ad Feature: By featuring an influencer in photos of your product or letting them play a part in an advertisement, you can essentially improve the perception of your product by associating it with the popularity and reputation of the influencer.
  • Collaboration: You can also work with influencers by having them help design a new product or naming a product/product line after them. This method requires the most involvement from the influencer.

10. Loyalty Programs

Loyalty programs work by creating incentives for consumers to be return customers. This can be accomplished by doing a sale where the fifth purchase made in your store comes at a discount. You can also create a loyalty program that revolves around a rewards system; Your customers can accumulate credit or points that can be used for prizes or store credit in the future. Although this method may seem difficult to implement, the app, Smile.io, can be used on your Shopify store to make creating a loyalty program much simpler.


As you can see, there are many different ways to market your store’s products, and each method brings a whole new set of terminology and challenges to learn and overcome; but by picking a couple methods off of this list and working to perfect those advertising techniques, you’ll be able to increase traffic coming to your site and ultimately increase sales. At the end of the day, the success of your marketing campaign is dependent on the amount of time and effort you’re willing to put into it, but the methods listed above will give you a great place to start.

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