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15 Performance Marketing Practices For Maximum Returns

It's no secret what an efficient Performance Marketing campaign can do for an eCommerce brand. Be it scaling its sales & revenue or boosting its market position, you can do it all with the right mix of paid Google, Facebook, and Shopify ads.

But, are paid digital Ad campaigns the only way to reap the maximum returns on your performance marketing efforts and establish yourself as a market leader?

The answer is simply No. 

As a modern eCommerce brand, there are a number of practices - apart from running paid digital ads - that should be undertaken in order to build a brand that attracts consumers effectively and converts them effortlessly.

Because, even if you are spending 10 Lakh a month in digital ads but your brand lacks awareness and has zero social media base, hygienic image etc, statistics have it that you may lose out up to 75% of your prospective customers. 

Here's how you can maximize your performance marketing efforts with the 15 best "Non-Digital Ads" practices

 

1. Maintain your social media handles:

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In this digital world where social media dictates our identity as humans, brands are not far left behind either. Having and maintaining your social media presence is essential to engage and retain your audience.

Tip- you can start creating content twice or thrice a week and gradually make it more consistent. 

 

2. Raise social awareness through your posts:

Nothing is more engaging than educating people about sustaining social issues like taboos, stereotypes, public health concerns, just toxic rituals, and the likes. 

To take this up, if you're in the health & wellness industry, you can talk about the unhealthy obsession with  “celebrity-like” bodies or raise awareness about different types of skin. If you're in the apparel or beauty industry, you can spark up a conversation about sustainable fashion, beauty standards, etc.

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3. Run Brand Awareness Campaigns on Facebook: 

Other than conversion campaigns, start running brand awareness campaigns directly from the ads manager. 

Through brand awareness campaigns, you can reach a broad target audience at a fairly low cost of say INR 100-500/ day. You can then retarget conversion ads towards these very people for the best results.

 

4. Tap into Reels: The powerhouse of reaching masses

Instagram Reels are spreading like fire. Making the most out of it with an optimized reels strategy for higher engagement and conversions.1634797883119

5. Conduct frequent giveaways/contests on social media:

These will help you in keeping your audience hooked to your page & website. Thus, boosting brand awareness and brand visibility. 

Promote follower-boosting contest clauses like - “The participants must follow the page to enter the contest and tag 3 friends on the post” or “Share this post on stories and tag us”. 

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6. Influencer Marketing:

A simple search online can land you on the most happening influencer pages. Start small with small-community influencers to get a grip on the game and then climb up the ladder gradually. Offer your products with a well-strategized proposal to make the most of influencer marketing.

 

7. Share reviews and testimonials:

Customer testimonials give your brand a humanly touch and offer your audience a much-required peek into the results they can expect from your products. You can promote testimonials via - 

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8. Try Email Marketing:

Emails are still the most effective marketing channels. Collect the contacts of your prospective customers through your website and share the latest discounts, promotions, new arrivals, etc via newsletters. And voila! Constant lead generation.

 

9. Take up Moment Marketing: 1634803240994

Moment marketing is when you keep up with the latest trends, news, etc & use it creatively to promote your product. Some of the brands who are an expert with Moment Marketing are Zomato, Fevicol, Amul India, etc

>> Here's how this ice cream brand took advantage of the return of the popular show Game Of Thrones.

 

10. Run promotional offers on your website:

By running frequent promotional offers on your website, you are making sure that users are constantly engaging with your brand. It should not always be a sale rather you can run 'Buy1 Get1', 'Spin the wheel to win coupons', 'First purchase Discount', etc. 

 

11. Post Before & After customer service:

A good & promising before, during, & after service helps in improving customer loyalty towards a brand and helps gain the customer's trust. It is beneficial in the long term as we are not only retaining the client but also increasing our customer base through referral marketing. 

 

12. Host flash sales: 

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A flash sale is an impromptu sale hosted by the brands for a short period of time. Unlike other festive sales & end of season sales where we have a specific time period, the flash sale can be hosted at any time during the year. Hosting such sales frequently keep your customers glued to your social media & website. Thus, increasing engagement.

 

13. Implement reviews:

Reviews on the website help the customers gain higher trust in the brand. They feel more confident when making a purchase. The more reviews your product page has, the more content will be your customer. And thus, the higher will be your conversion.

-- Reviews with product pictures helps in building added confidence & trust.

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14. Have a live chat option on the website:

Having a Live Chat option on the website helps you to solve your customer queries when they are still present on the website, & thus increasing the chances of conversion. It is the most effective tool to save the customer's as well as the business's time. The customers get a traditional store shopping experience if their doubts are getting resolved at the very moment on the website.

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Last but not the least, A/B testing.

What works for one brand might not work for you. Every brand is unique & we've to keep on testing and trying things until we figure out what's best for us.

 

Automate your Performance Marketing efforts with Adyogi

At Adyogi, we help e-commerce businesses - both large or small - reap maximum returns on their Digital Ads by automating their performance marketing efforts.

Adyogi is a Marketing Automation Software customized for the needs of e-commerce businesses like yourself. With us, you get to automate Facebook, Instagram, and Google Ads for your eCommerce store and acquire customers online while constantly increasing your ROAS.

As a Premier Google Partner & Facebook Agency Partner, our digital marketing specialists offer unmatched expertise in paid search for e-commerce companies, starting from campaign creation to final conversion optimization. Sit back and relax while we focus our energy on getting just the right set of people to visit your online store and make purchases!

Get in touch with us here to know how we help your eCommerce brand!

 

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Best Practices to bring down RTO

Away from the bright perception of eCommerce sellers making constant profits, encountering a mountain of opportunities, and scaling sales every day, the plague of a common industry problem, RTO orders, is often sidelined. Returns To Origin (RTO) is a common term in the eCommerce industry - often known as the “nightmare of all sellers”, for all the right reasons. RTO refers to the non-deliverability of a package to the buyer and its return to the seller's address. While there can be many reasons for the non-deliverability of a package, the consequences of sending it back to the warehouse only add up to the seller’s expenses - significantly increasing the handling costs for processing such orders. Studies show that every 1 in 3 orders is returned to the origin. No matter what the number of orders or the value of orders you derive, as an eCommerce brand, getting your RTO’s in check is of major importance. Especially when - if neglected - it can go up to 30% for some e-commerce market players! Here are three levels to tackle this situation  1. Website Level : Promote prepaid orders by incentivizing the buyer and reducing COD percentage. (10% discount on prepaid orders). Mention prepaid offers on the checkout page clearly as a top banner. Offers can be set in Razorpay and when someone makes a purchase using Razorpay as the payment gateway, the offer can be availed. For example, Set 10% off using Razorpay (this includes cards, NetBanking, UPI, etc). Avoid charging additional fees for COD which reduces the conversion rate. A better way to give discounts on prepaid. Helping the buyer in entering the accurate address by providing prompts. Customize it according to the country. Eg. For India Gali number, Village, etc. might make more sense. Use custom fields of Landmark, Door Number to increase delivery rate. Have phone number as a mandatory field. Validate Pincodes and Phone Numbers before an order is placed.  It’s crucial to mention standard delivery timelines on the product page to avoid irrelevant Add-to-carts. Let’s say a person wants the product within 3-4 days but the usual delivery timeline is 7+ days, the order will become an RTO in case he/she orders without knowing the delivery estimates. Do mention exchange/return policies as well clearly. In checkout, disable the COD option for specific states where you receive high RTO orders. COD can also be disabled for specific pin codes. 2. Marketing Level : Run Google shopping ads – To get better intent quality intent traffic vs. purely impulse traffic. Exclude last 30 days customers in retargeting campaigns – To ensure they don't see a better price of the product. Focus on organic traffic via Influencer, regular posts on Facebook, Instagram, etc.  If the RTO % is extremely high, try to change the targeting to a limited number of cities. Prefer running campaigns on top 120 or 222 cities instead of PAN India, when you operate at a low to medium scale. Exclude the locations where the RTO is higher. This can be done for cities, states, or even specific pin codes. (Exclusions are only for prospects) Try lookalike of Delivered Orders instead of Purchases. Exclude certain states in India which generally have a high RTO rate – like Bihar, UP, North East, etc. Make sure that potential reach doesn’t get very limited after this exclusion. 3. Operational/Logistics Level : Keep the user engaged even after they have placed the order. SMS/E-mail communication after order placing is a good idea.  Calls to all people for COD orders are also a solution - the cost incurred for doing this will still be much lower than the cost of an RTO. If this isn’t doable the following can be adopted-             If the address seems sketchy, call the buyer and ask for confirmation.             Call the buyer for all high-value orders (High-Value orders will be subjective).  Make sure the delivery period is short; usually, the longer the product takes to be delivered, the higher are the chances of RTO.  Make sure your logistics partner contacts the buyer either via call or text. It is best to confirm the time of delivery via phone.  Logistics Partner should re-attempt the delivery in case of failure to deliver the first time.  Using third-party applications: There are quite a few applications available in the market to identify fraudulent transactions. We would recommend using tools such as Third Watch. It can help in identifying the risky orders before shipping, so the customers can be fully verified before shipping. Acceptable RTOs industry-wise: Industry  RTO % Apparels 10-20%  Footwear  10-15% Health & Wellness  <10%  Jewellery 10-15%    *RTOs % can differ case-to-case basis. 

Outsourcing Vs In-house performance marketing

In the business world, "Performance marketing" might be (one of) the only constants to sustain through the roller-coaster of a ride that this past year has been. Not just that, it successfully remains to be one of the most powerful business upscaling strategies in 2021. Moreover, it is only anticipated to grow among both local and global businesses in the future.