How do I get attention of people to come to my Shopify store and generate traffic? How do I take that traffic and convert it into sales? How do I then follow up on those that made a purchase and have them come back for returning sales?
These questions are always the ones that come out the most when doing your e-commerce marketing strategy. The magical answer to this, is you don’t know, not yet at the start anyway. The biggest challenge people have online is getting through the digital noise and grabbing someone’s attention to begin the conversion process.
You might be asking yourself what is the best way to market your company? Well, there are two approaches that will get you results. These approaches are call Outbound Marketing and Inbound Marketing – both strategies have their merits in generating that buzz you need for people to find your shopify store, and then explore it enough to make that critical purchase. Let’s find out which approach is right for you.
Outbound Marketing Strategy
Outbound marketing is your wow factor, it’s the attention-grabbing ad or the eye-popping post. This is targeted towards people that might not even consider making a purchase of your Shopify products just yet, but they’re giving you the chance to get their attention and start that conversation.
This is when you’ll want to use adverts, news feeds on social media, search adverts and even event sponsorships.
Outbound marketing is when your Shopify store ‘comes out of the closet’ – it’s not hiding anymore. It’s screaming for attention with loud colors or punchy messages written in big font.
Outbound marketing is more results driven and will require bigger budgets more frequently than in-house Shopify store promotion. It’s great when you’ve got a Shopify store that is new and wanting to get noticed, but it can become expensive with Shopify stores that have been around for a while.
If there is no continual spend, every time you take a break from this type of marketing, you will need to restart the entire outbound marketing strategy. This is a great way again to get straight to those that might be interested but it is definitely a numbers game versus a quality game.
Inbound Marketing Strategy
While outbound marketing is sharing to the world that you’re open for business, inbound marketing is where the long-term successful strategy of highly qualified customers can be found. One of the greatest tools you have is SEO marketing, where you are working on your Shopify site and the content that you deliver to be search engine friendly and to have your site properly crawled and indexed by popular search engines such as Google.
Instead of throwing your Shopify site directly in front of people and asking ‘buy me’, this strategy will drive traffic organically, without any need for investment into outbound methods like adverts or campaigns.
This can take up to six-eighteen months and requires constant tweaking and consistent content to be produced. It is slow process that Shopify merchants can keep working to improve even after the Shopify site has been launched. The benefit of inbound marketing is that it requires no money to be effective, but it will take more effort than outbound marketing.
Inbound marketing is going to be a journey of it’s on, by delivering a content strategy that is both relevant and appealing. This means a serious commitment to blogging, posting and engaging with your target community.
Although inbound marketing might take you down the long road, this approach will see you reap the rewards in the long term. It’s about creating an evergreen strategy, not about creating breaking flashy news. It’s interesting content and resources that your Shopify customers can utilize and Shopify store owners can benefit from. Shopify stores that have a good inbound marketing plan are those that might not see explosive Shopify store growth, but they continue to grow steadily week after week and month after month.
Inbound marketing is about providing value to your Shopify customers instead of asking your customers to click on ads all the time. If you’re new here, then this will take some work, but it’s ultimately worth it for the long term success of your Shopify business.
Which Strategy do I Choose?
The most successful Shopify stores will implement both strategies, working on their own Shopify marketing plan to find the right balance between both approaches.
With the above being said, for new Shopify store owners, Inbound marketing is long term success while Outbound marketing is short term gains. The future of Shopify marketing is organic creation and impression, not blind hype or spending money you haven’t earned yet.