Five digital marketing must-haves for retailers

As consumer expectations continue to rise, there are a wealth of digital marketing tactics that were once a “nice to have” which have fast become “must-haves” in order to win and retain customers.

In this blog post, we have picked out the top five digital marketing must haves that all retailers selling online should have as part of their digital marketing mix.


1. Customer Personas

How can you market effectively to your customers if you don’t have a clear picture of who they actually are? There is a wealth of information that you should know about your customers that I have covered in many previous posts. No matter how much information or data you have about the people who buy from you, your marketing team must use that knowledge to formulate a set of customer personas.

A customer persona is a succinct profile of each type of customer that purchases from you. It should contain demographic information (e.g. age, gender, family, salary, location, education) as well as emotional intelligence such as their personal values, aspirations, shopping behaviours, buying drivers, media consumption, hobbies and lifestyle.

Mapping this information around a visual representation of the customer with a name will allow you to really bring your customers to life. This means you can start to engage with them on an increasingly emotional level, which in turn allows you to create far more engaging and focused marketing tactics. In fact, user personas have been found to make websites 2-5 more effective and easier to use by targeted users.

Customer personas in marketing have been around forever, but we are constantly surprised to find digital marketing teams who don’t have access to this type of insight on their customers, therefore missing a huge opportunity to focus their marketing more effectively. Having this insight is absolutely crucial as engaging content is becoming increasingly important as part of the digital marketing mix.

Customer Personas

2. Segmented email campaigns

Up until recently, a segmented or automated email program was deemed a “nice to have” for many retailers with the complex email strategies left to the larger retailers. Today, with the high level of personalisation expected by consumers, those retailers who are not carrying out any segmentation or personalisation of their emails will be losing a large amount of retained revenue and market share. According to HubSpot, personalised emails improve click-through rates by 14% and conversion rates by 10%.

Make sure you have some form of welcome program for those who are signing up to receive email communication from you. Gather as much information as you can when they register to allow you to tailor your communications to them – even if it is only sending different emails to men and women.

Once the consumer has made a purchase, use the information you have about their purchases to personalise future communication with them. You could send them curated products they might like, inspirational content related to the category they have bought from, or sneak previews of new products within that category. The increase in conversion rates from a tailored email communications are huge, so make sure you are looking at how you can start segmentation as soon as possible.

Here is a great example of targeted email that I received recently from Missguided which led straight to a purchase.


3. A well-structured content plan

It is no longer enough to have different teams or individual people within your business producing content for your customers independently. A brand that delivers engaging content across all digital touchpoints can create a seamless experience for their customers that will aid both acquisition and retention. This cannot be achieved if there is not one central content plan for all teams adhere to.

A well-structured and successful content plan will contain the following:

  • Identified customer personas to engage with
  • A set of natural search terms to be woven into content
  • A central theme of content relevant to the customer and the brand
  • Channel by channel content creation around the central theme
  • Channel by channel content seeding and amplification
  • 3rd party content engagement elements (influencers, bloggers)
  • Week by week delivery and resource planning
  • A full set of financial and activity focussed KPIs

And most importantly – delegate a member of staff to own the plan and ensure everyone delivers their elements on time!

4. Google Shopping

If you sell products online and you do not have a Google Shopping feed or Product Listing Ads, then shame on you! Accordingly to research encompassing large-volume retailers, last year product listing ads drove 56% of non-brand clicks and 30% of overall Google search ad clicks.

Google Shopping results feature at the top of search results and are a key way to drive customers who are searching for particular products straight through to your product pages. 90% of information transmitted to the brain is visual and images are processed 60,000 times faster than text, therefore if consumers process ads before anything else on the search results page, then you could be missing out on a high proportion of clicks if you do not have your products there.

Google Shopping

5. Rich Pins

Rich Pins are a very simple digital marketing tactic you can utilise in order to make the most of the fast growing Pinterest platform. Although product information on Pins has been around for a while now, the amount that retailers can do on this platform to generate commercial results has been growing rapidly in recent months.

By placing a small amount of code on your website means that any product that is pinned can be shown alongside relevant information such as stock availability and price. Pinners may also get notifications when prices drop by more than 10%.

Rich PinsThe increase of product information can lead to a much higher proportion of Pinterest users clicking through and purchasing. A recent study co-sponsored by the platform found that pins actually influence purchasing decisions. Over half the active Pinterest users surveyed said that the site helped them find items to buy. In addition, 32% said they purchased something in-store after viewing content on Pinterest.

Your competitors are probably doing it already! What are you waiting for?

The tactics above are by no means the only “must haves” within digital marketing, but are some of the most common tactics that we come across which are not being implemented by retailers.

Make time today to start just one!

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