3 Essential Elements You Need For Your ECommerce Lead Nurturing Campaign

Updated : Nov 09, 2019 in Articles

3 Essential Elements You Need For Your ECommerce Lead Nurturing Campaign

– Welcome to the ECommerce
Marketer and Barketer web series. I’m Kara. This is our star barketer
of the day, Olive. And today, I’ll be discussing
three essential elements you need if you’re building
a lead nurturing campaign for your ecommerce company. Let’s get started. (upbeat music) (dog barking) The first core element you need is a hook, also known as an offer. Your hook is the promotional
offer that captures a lead’s interest and their
information in your form. Some offers you can try are
percentage-based discounts, free shipping,
buy-one-get-one-free discounts, or reward points. For example, if I’m looking
into buying dog food, a great hook would be a
buy one bag of dog free, and get the second one free. This hook would work
great for this product since I’m most likely
going to buy dog food again in the future. Your hook should provide value in a fairly straightforward way, so it’s best to keep the design simple, as long as you make sure
the promotion is relevant and generous enough to
fit your customer’s needs. The second core element you
need is a key conversion point, which can take a form of
a product page or pop-ups. Because your audience will have shorter interactions with these, you’ll want to design the page with visually compelling elements. But remember, these
product pages or pop-ups should still have the goal of conversion. So make sure you have a clear
call-to-action for your leads to take your desired action. You’ll also want to conduct
search engine optimization for your paw-duct pages, so they can be found organically. Paw-duct pages. (laughs) Get it Olive? Okay. The last core element
I’ll be discussing today is personalization and segmentation. Research shows that 74% of
online consumers get frustrated with brands when content
has nothing to do with them. Today’s marketing content needs to adapt to individual customer’s precise interest, which is why personalization
and lead segmentation is crucial. For example, if I have
an organic dog food site, you would want to make
sure your content aligns with your consumer’s
beliefs and pain points of living a longer and healthier life. Also, there are six broad
customer segmentation criteria you can start with. There’s demographics,
customer lifetime value, lifecycle stage, purchasing habits, multi-channel behavior and lead source, and buyer personas and psychographics. Because eCommerce leads can
be nurtured to buy again even after their first purchase, it’s best to apply the
customer segmentation according to the lifecycle marketing. These lifecycle segments
can include all customers, potential customers, first-time
buyers, repeat customers, loyal customers, at-risk repeat customers, and inactive repeat customers. By segmenting your customers
into smaller groups, you’ll be able to provide
them with specific, relevant, lead nurturing campaigns. Now I know that was a lot, especially for the personalization and segmentation elements, but luckily you can learn more about these lifecycle marketing segments, as well as other essential
elements to include in your eCommerce lead nurturing campaign, here with this ECommerce
Lead Nurturing Guide. That’s all I have today, but make sure to catch us next week for more eCommerce marketing
tips and strategies with The Ecommerce Marketer and Barketer. (laughs) (upbeat music) Olive, why are you licking the pillow? (upbeat music) Okay, I think she needs
more peanut butter. (upbeat music) Great, now the pillow’s gonna
smell like peanut butter. (upbeat music) (laughs)


  • Can’t stress enough how important personalization and segmentation is when sending content to leads and customers. But i love how HubSpot makes it easy for us to do this! Anyone else have tools/platforms they would suggest for sending personalized and segmented content??

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