The Shopify revolution is real. eCommerce businesses aren’t just mere websites, they’re now shopping destinations.
And they have a ton to offer.
However, if you’re just starting out, it’s easy to get lost in the crowd.
Bringing high volumes of traffic isn’t exactly intuitive.
AND that’s okay. As long as you know where to look, the internet has a ton of resources to offer.
But they may not all offer high-level information or even prioritize revenue as the primary benchmark.
Luckily for you, we’ve put together this guide to take you through eCommerce marketing tactics that actually drive sales.
The best part? They’re super simple to follow through.
15 Shopify marketing strategies to drive shoppers to your store
1. Automate repetitive marketing processes
As a platform, Shopify allows you to automate most of your tasks with the help of Shopify apps and integrations.
This lets you focus on scaling your business while manual, operational, or repetitive tasks are taken care of on their own.
Some essentials that are best left to automation are:
a) Cart recovery campaigns
Bring back shoppers who added products to the cart but never completed the purchase with automated reminders over email, web push, SMS or even Facebook Messenger.
Tools to Use:
- TxtCart for SMS recovery
- Firepush for automated web push notifications
- CareCart for email reminders
- Recart for sending reminders on Messenger
Pro Tip: Use Engage for an end-to-end service that helps you build on shopper behaviour, personalize copy, and tailor workflows.
b) Customer engagement
Keep your Shopify store visitors and subscribers involved by automating communication for retargeting, remarketing, and customer engagements.
Right from welcome emails to product updates, there are several Shopify apps to do it all!
Tools to Use:
Hey, you’ll love this: 20 Abandoned Cart Email Examples that Actually Win Back Lost Customers
c) Social media promotions
There are two ways you can do this:
1. You can integrate your Shopify store with social media pages to share your products online with a single click.
2. You can set up Facebook and Instagram Shops using Shopify apps to automatically update your inventory on the social platforms and make it available for selling.
Tools to Use:
d) Internal communication and program management
By integrating your Shopify store project management tools, you can keep track of your cross-functional projects, sales and marketing activities, customer management, etc.
Tools to Use:
2. Get creative with SMS (use copy well)
SMS Marketing offers open rates as exceptionally high as 98%.
And customers actually welcome them.
As it turns out, they like receiving transactional SMSes as they are short, direct, and convey the message in the minimum time possible.
Plus, they don’t even have to log in or go online to consume the message.
This is a great opportunity but you must use it well.
- Ensure your messages are short and to the point.
- Use SMSBump to tailor your message to audience segments and automate them.
- Look into data protection and consumer safety laws such as CAN-SPAM and TCPA.
- Automate your cart recovery campaigns on SMS, but make sure that your one-time promotional campaigns are timed in such a way that they match the intent of the user.
Here’s what a good example looks like:
Hey, check this out: 25 Best Examples of Nudge Marketing in eCommerce
3. Have fun with your high-intent subscribers
You want to know more about your audience and their needs. But asking them too many questions is going nowhere.
Nobody has the time to fill out extensive forms or explain what they need in detail. They’d rather look for a brand who seems to ‘get them’ already.
But one way to get your audience to organically open up and capture them as subscribers is to run quizzes and polls.
For example, Care/of knows how sensitive the visitors to their store are towards making health-related purchases. So they start off by getting to know them better, asking them to make a small commitment by taking the quiz.
The quiz then walks them through a series of questions that helps the brand understand what they need and where they are in the purchase cycle.
Once a visitor completes the quiz, they recommend products accordingly, making the consumer feel cared for.
Similarly, if you’re launching a new collection, you can run a poll on your Instagram account to get people talking, discussing, and sharing their opinion on your products.
4. Make good use of the Shopify SEO features
It’s as simple as this. 48% of online shopping journeys start from search engines.
This means you need to be present for the right kind of searches at the right moment.
You need to make sure all your landing pages, product pages, homepage, collection pages, and even the temporary sale pages are SEO friendly as well so they rank for the relevant keywords.
For instance, if you’re running a sale for Black Friday Cyber Monday, your sale page needs to be optimized for keywords like ‘BFCM deals’ etc.
When creating an SEO strategy for your Shopify store, be sure to:
- Target more top of the funnel keywords as they have higher search volumes than highly specific ones
- Focus on long-tail keywords too as they are most likely to be used by shoppers with high purchase intent
- Focus on site speed so that high load times don’t become a reason for drop-offs and lower search rankings
- Optimize all your site images for search so they show up in case someone is looking just at the images section
- Make use of the built-in SEO features of Shopify like setting up URL structure, adding meta title and description of each page, including ALT text for all images
- Be as descriptive as you can while writing product descriptions as they are likely to cover a huge number of relevant keywords
- Interlink all possible product and category pages of your site with one another
5. Launch an irresistible loyalty program
As many as 75% of customers would choose brands that offer rewards over those that don't.
That’s one way to ensure consistent traffic to your Shopify store.
So, build loyalty with loyalty. Here are some great ways to do that:
- Launch a beta testing program. Invite your most loyal customers to be a part of an exclusive community that gets to try out new products and share their feedback even before the official launch.
- Reward every integration: signing up for a newsletter, making the first purchase, sharing their reviews, tagging your brand on social media, etc.
- Opt for a point system where customers have the flexibility to choose from a range of options. This way, they can try the products they actually want and may even continue to buy the products themselves.
- Loyalty programs also offer invaluable insights into audience data. Use this to curate your marketing campaigns in a way that they are hyperpersonalized.
Sephora is known for its Beauty Insiders program and they’re a stellar example for inspiration.
6. Invest in community marketing
Community marketing simply involves bringing your best customers into a community and using that to drive marketing and rope in new customers.
This can happen anywhere:
And even through live sessions and events
For example, driving product placements for candles through a Facebook group dedicated to the buying & selling of scented candles
By regularly posting informative content that is valuable to the relevant community members, you can also build a good brand reputation. When people trust you, you sell more.
Plus, it costs literally nothing and can drive a significant amount of word-of-mouth sales for your Shopify store.
Here are some tips you can implement to ensure a well-run community marketing campaign:
- Look into developing a newsletter that keeps your community engaged with all the latest updates from your brand. Integrate it with your Shopify store so they can automatically know when there’s a new release or when you’re sharing content that is relevant to what they have purchased in the past.
- Develop personas with an app like Endear and use that to target different groups on social media and create awareness around your community.
- Remember: less is sometimes more. Don’t get caught up in the volumes. It’s better to do fewer things that leave an impact, than multiple things that don’t offer much value. Use Experiences to build a truly authentic experience for each one of your customers.
- Use an app like Shopcodes to send out alerts every time your brand has an event.
7. Turn customers into a sales force with referrals
When 92% of consumers trust word of mouth, your best brand ambassadors are your own customers.
By running a referral program, you can leverage their potential and use it to drive more traffic to your Shopify store.
Here’s a simple example of a referral campaign:
Setting up a referral program on your Shopify store is pretty easy. There are a number of apps that can help you get everything in place.
Perhaps the most popular one is ReferralCandy.
Right from tracking the number of referrals to the conversions on the referrals, rewards given out and redeemed, the app enables you to do it all.
A few things that you need to ensure to succeed at referral marketing:
- Make it easy for customers to get involved. Have a link to your referral marketing program right in the main navigation bar.
- Build a full-scale program with different tiers and different rewards. Clearly explain how the program works and how customers can get the most out of it.
- Look into Google Analytics to understand where you get the most traffic from. If it is a site like Facebook or Instagram, you may want to engage customers on those platforms and have them represent your brand.
- Use influencers to create awareness about the referral program. Get them to share links to the main page & explain how it works
- Use your reviews well. Remember: testimonials are one of the best ways to get more customers. When you place them at key touchpoints, such as the homepage or product page, they work as a valuable tool. You can further use them to redirect customers onto the referral program.
8. Bring in the UGC
It's no secret that it is important to engage your community and develop the best user-generated content.
User-generated content helps drive more brand awareness, reach more buyers, and give you an active footing on social platforms.
However, running a UGC campaign is not always an easy feat. That is why it's best to develop a workflow that works for you.
Here are three key elements it should involve:
- A clear call to action that convinces your most active customers to get involved
- Channels that you can use to distribute this content
- A strategy that charts out the best way to use this content on the defined channels
Here’s an example from Travelex:
They’ve clearly laid out their program on their Facebook page, called users to create content, and found a way to implement a content strategy with UGC.
PLUS: You can also drive purchases through UGC by making these posts shoppable.
Here’s an example:
For this, you’ll need an app like Cevoid.
The app lets you easily invite your customers to share pictures and videos through after-purchase emails, direct links, and even QR codes.
It makes it easier for them to upload their content through an easy-to-use upload form, and lets you choose what you want to display and how across your store site pages.
SHORT ON TIME? HERE'S A QUICK SUMMARY OF THE AREAS TO LOOK AT:
9. Understand the potential of good content
76% of B2C marketers are leveraging content marketing today to reach their target customers.
With the need to consume information before making a purchase decision, increasing by the day, it’s time eCommerce marketers focused on content marketing.
This is a tactic where you go beyond your product descriptions to highlight the benefits of your products, what’s different about your collections, your brand story, and how you will be adding value to the consumer.
- If you have a fashion brand, you can create lookbooks on season’s trends. This is a subtle way to introduce fashion-first consumers to explore your range.
- If you have a health and wellness brand, educating your consumers about common concerns is a great way to show you know what you’re doing. This leads them to trust your brand and hence your products, leading to more sales.
Here’s how Mr. Porter runs a content marketing plan that is quick, foolproof, and offers value to the consumers:
But content marketing only works when you:
Consistently upload good quality content
HubSpot found that companies that upload more than 16 blogs per month receive 3.5X the amount of traffic as compared to companies that publish less frequently
Create content with a consumer-first approach
When it comes to producing B2C content, engagement is what 73% of creators prioritize. Such information is more likely to be shared and hence redirect traffic back to the website.
Focus on optimizing your content with the right keywords
When developing content, it’s important to include phrases that people use to look for products they want to buy. This would also help with SEO.
Here’s an example of a food subscription brand leveraging blogs to entice customers:
You can even experiment with podcasts to tap into the audio-first consumers:
10. Try out Pinterest (less crowded + great returns)
Pinterest is actively used by a lot of young adults to browse through and save boards for a variety of interests.
It is rightfully termed a “goldmine of ideas”, and offers a great platform for product discovery.
This is an opportunity waiting to be leveraged.
Here’s how you can do that:
- Integrate your Shopify store and use website images (especially those that have lifestyle shots) on Pinterest boards.
- Bring a ‘Pin’ to each of the content pieces you have in your store. When customers can easily save these, they’re more likely to come back and use them.
- Show your products in use. Talk about how they will benefit that specific user. For example, if you have a tattoo gun, look into a walkthrough of a tattoo session with product placement.
- Remember: pinners are 70% more likely to engage with products in scenes. So, set a natural scene where you are bringing value to your customers.
To ensure that you’re able to reach your audience, also include the following in your pins:
- Install the Pinterest app on your Shopify store
- A catchy title that describes your product/ collection
- An enticing description of the product (include BTS, making, or details)
- Hashtags that best describe your image
- Link to the web page where the user can find more details of the product discovered
- Use product tags to encourage website visits and shorten the purchase cycle
- Apply for Rich Pins for your web pages & blogs
- Leverage Pinterest stories to expand the reach of your pins
- Optimize your Pinterest profile with your store URL as well as a description of your brand
11. Have an active Facebook Marketplace presence
Facebook Marketplace is a massive, massive boon…
…as long as you know how to use it well.
By integrating it with your Shopify store, you can present your entire catalog online and even manage inventory better.
There are multiple benefits this offers:
- You don't have to rely solely on on-site traffic for sales. By sharing more valuable content on Facebook and growing your following organically, you can get more visitors to explore your catalog and make a purchase without having to redirect them to your site.
- Facebook Marketplace also enables you to build a much stronger brand identity and improve your brand awareness and recall.
Don't forget, Facebook has over 2.6 billion monthly active users as of 2021 and you don't want to miss out on an opportunity to be able to influence their purchase decision.
Here’s what an active Facebook Marketplace looks like for a brand:
To set up your Facebook shop, here’s what you need to do:
- If you haven't installed the Facebook channel, then install the channel
- Select Facebook Shop as the first feature that you want to set up for your store
- If you already have the channel installed, the Facebook Shop feature is available on the Facebook channel Overview page
- If you have Instagram Shopping set up, you can activate Facebook shop by clicking Activate in the Facebook Shop section of the Overview page
- If you have previously set up Facebook Marketing, you will need to connect a Facebook Commerce Manager account to the Facebook channel to activate the feature by clicking Start set up in the Facebook Shop section
- Connect the required Facebook assets for your shop
- Select or choose your data sharing settings
- Accept Facebook’s terms and conditions to submit for review
Typically, it takes up to 48 hours for Facebook to review your products and approve the store. When the review is complete, you will be notified via email and in your Shopify admin dashboard.
12. Make your Instagram feed shoppable
Just like Facebook, you can set up an Instagram store as well. This means that Instagram users can shop from your catalog while simply using the platform.
All you need to do is set up your business account on Instagram, add relevant details, and link to your Shopify store. Post that, you must connect your Instagram handle to your Facebook page, upload your product catalog, turn on the shopping feature, and voila!
You are all set to start using product tags in your posts and videos to open them up for sale on your Instagram store.
Here’s what it’ll look like:
You can even include products from your catalog in your Instagram stories by selecting the relevant stickers from the sticker tray. This allows your followers to click on your story and shop for their favorite products.
Instagram is our go-to platform for visual inspiration in all walks of life. With most of us spending over 53 minutes per day on the platform, we believe this is one Shopify marketing strategy you shouldn’t miss!
13. Get on trends with Instagram Reels and TikToks
In the digital age, videos have rapidly been gaining popularity.
And with Instagram and TikTok, you’re no longer limited to the heavily produced sales videos.
The videos on these platforms are more organic.
They’re designed to bridge the gap between consumers and brands.
All you need is a smartphone, a close watch on the trends, and of course, clarity on what you want to show your audience.
Some common pieces include:
- BTS content
- Unboxing videos
- Product how-to guides
- Organic walkthroughs with the team
- Fun content with trending dance movies
BONUS: You can also create micro-videos using the native features of the two apps easily. Using Instagram’s built-in features, you can record, edit, apply filters, and upload a Reel instantaneously.
Pro Tip: If you’re on TikTok, stay updated with what’s trending.
For instance, the “into the 00’s pop stars” trend, has gotten users to share their style statements from back in the days. If you’re a fashion and apparel brand, this is your chance to shine.
14. Create an Instagram filter for your brand
Instagram filters are one of the most used features of the platform.
From Stories to Posts, Reels, IGTV videos, and more, everyone is using Instagram filters to enhance the look and feel of their visuals.
If you’re a little aesthetically inclined or are someone who can create presets, you can design your own Instagram filter and let users do the marketing for you.
The simple ‘made by’ tag will get the word going as more users use your filter, driving more people to your profile and eventually, your store!
You can read about how to create an Instagram filter, in this step-by-step guide, here.
For instance, Kylie Jenner kills two birds with one stone. A filter that gets the word around and a try-on of their lipstick collection.
15. Turn on the brand collabs
Most brands believe that other businesses offer competition — and while that is true — they also offer a fabulous opportunity for marketing.
For example, if you're a fashion and apparel brand, you’re likely posting a number of lookbooks to inspire trends. To complete the look, you’re also wearing footwear that goes with the outfit.
Now if your brand doesn’t sell footwear, you can actually collaborate with a brand that does.
Solestruck, for instance, is a company known for its collaborations with other brands such as BlackMilk Clothing.
While they’re both from the same industry, they come in with complementary ideals and actually collaborate together on design aesthetics as well as a unified creative vision to shape an exclusive range of products.
Which Shopify marketing strategy works best for YOU?
When it comes to marketing your brand on Shopify, there is no one-size-fits-all approach.
We recommend getting to know your customers better, understanding what they expect from your store, and implementing tactics that entice their interests.
Another great way to see what works for your Shopify store is to test strategies one by one. Measure the impact of every little thing you implement before taking on something new!
Want to know how? Get a free audit done for your website