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It’s no secret that a loyal customer is more valuable than a new customer. Of course, that’s not to say that you care about one customer more than another but rather that shoppers who repeatedly spend money on your products have a greater lifetime value than one-and-done buyers.

Fortunately, there are ways to turn a one-time purchaser into a brand loyalist. Below are a few essential ways to keep ecommerce shoppers engaged and spending on your website.

Stay Top of Mind with Social Media Outreach

One of the most popular methods for keeping customers engaged is social media outreach. Thanks to popular sites like Facebook, Twitter and Instagram, companies can stay top of mind by occupying the same spaces web users occupy to communicate with friends or family, find their news, and post cat videos. The key is to offer content that is as valuable as communications with friends and family; otherwise you risk losing social media followers.

So, what types of content should an ecommerce website push on social media? The obvious answer is news about upcoming sales, product launches and the like. However, that should only make up a maximum of one-third of your postings. This is known as the “rule of thirds.” The other two-thirds should be personal interactions with your audience and relevant thought leadership pieces.

To make this advice more actionable, let’s consider an example. Selling beauty products from home through Shopify or a similar platform provider is easy. But how will you engage audiences on social media? Well, following the rule of thirds you could:

  •  Post announcements, company news, upcoming sales, bundle deals, coupon codes and more.
  •  Post video tutorials of how to apply makeup for a variety of occasions (dinner party, work conference, music festival, Halloween, etc.).
  •  Post images, video and memes sourced from followers who use and love your products.

Each of these strategies has something to offer customers they really value; specifically, hot deals, actionable tips and personal interactions with your brand.

Consider Influencer Marketing

Another idea is to leverage influencers to help push your products. Research shows 92 percent of consumers trust an influencer more than traditional advertisements or celebrity endorsements.

But what exactly is an influencer? An influencer is an individual with substantial clout in a specific niche. For example, YouTube producer Kristian T. Williams, better known as kaptainkristian, is an influencer creating videos discussing movies and animation. He has over 500,000 subscribers patiently awaiting his next video. With follower numbers like that, it’s no surprise companies like Skill share advertise online classes for cinematography and editing on his YouTube videos. 

Ecommerce websites would do well to follow this same strategy. Sell protein powder and health supplements online? Consider tapping Instagram fitness gurus to promote your powders. Peddle electronics on your ecommerce website? Think about asking for product reviews from popular YouTube techies.

While traditional marketing and advertising channels still have their place, influencer-marketing gives e-stores another chance to connect with customers. This keeps your brand top of mind and gives the impression your products are enjoyed by a community of likeminded people—a community occupied by influencers your buyers know and respect.

 Start an On-Site Blog

Our final suggestion is to start an on-site blog. If you don’t have a blog, customers likely arrive at your website to make purchases or to passively window shop. In either case, the user only expects to be on your website for a short period of time; ending with a purchase or simply getting bored.

But having an on-site blog works differently.

Instead of trying to just motivate sales, you give visitors something else to do on your ecommerce website; specifically, to read blog posts relevant to your offering. Let’s say you sell clothing online for exercise fanatics. It behooves your e-store to post articles and tutorials for how to work glutes and legs. And within your article, you can link to a pair of yoga pants sold on your site that accentuate the muscles in question.

Thus, you’re engaging customers with content they are likely to read and surreptitiously pushing them to buy the products you sell.

Yes, to retain loyal customers you need to stay top of mind. To recap, this can be done through social media outreach, influencer marketing and on-site blogging. These methods require time and effort to accomplish, but the results are worth it. After all, you want to keep customers engaged and spending, don’t you?

Essential Ways to Keep Ecommerce Shoppers Engaged & Spending
Digital Mag

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