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E-commerce business owners always look for new and improved ways to scale their businesses for long-term success. However, a savvy business owner understands the importance of using tried and true strategies rather than a “throw it to the wall and see what sticks” strategy that won’t work in the long run. Here are some proven strategies on how to scale an e-commerce business for long-term success.
Businesses have different target audiences. You may not get the audience you want – but you’ll always get the audience you need. Collect as much data as possible on your target audience to understand them. How old is your average customer? What is the predominant gender? What are their purchasing habits? Which products are more popular than others? Is there a preferred social media platform that your customers use?
Understanding this data will help you market to them accordingly. For example, suppose your data shows that your customers prefer reading their information on Facebook and BlueSky over X and Instagram. In that case, there’s no point in over-investing your time, energy, and resources into the latter social media platforms.
Like it or not, your e-commerce business needs a content marketing strategy. According to the Content Marketing Institute, 66 percent of survey respondents revealed they had success with a proper content marketing strategy. Moreover, 75 percent of survey respondents reported success in building customer loyalty with a content marketing strategy. Another 56 percent claimed that a proper content strategy helped them improve their sales and increase their profits.
A content marketing strategy involves more than blogs and landing pages. It also involves a social media and email marketing campaign, white papers, case studies, listicles, and more. Moreover, today’s content marketing strategy uses user-generated content – such as TikTok videos, Instagram posts, and Facebook testimonials – to further engage clientele.
Most e-commerce businesses market to the BoFU – the bottom of the funnel (that is, “hot leads,” or leads that are interested in becoming customers or are already customers). However, a long-term strategy involves marketing to customers at every part of the sales funnel: the ToFU (top of the funnel, or people who are first becoming aware of your company), the MoFU (middle of the funnel, or “warm leads,” or people who are considering becoming your customer), and the BoFU.
Marketing only to the BoFU is short-sighted because it limits your customer base and prevents further growth.
Only some customers will be happy with your goods and services, even if their dissatisfaction stems from something beyond your control (such as a mail issue). But that’s where good customer service comes in. According to a McKinsey survey, companies with good customer service report a 2 to 7 percent increase in sales revenue and a 1 to 2 percent increase in overall profitability.
Customer service shouldn’t be limited to addressing a customer problem. For example, creating personalized customer emails (as Amazon is known to do) will go a long way toward making your customers feel “important” and “seen,” making them more likely to purchase again (and, perhaps, more the next time).
Moreover, today’s customers look for real-time support when they visit a site, even if phone service isn’t available. That’s where technologies like chatbots and live chat services come in. Even if you can’t “operate the controls” on the live chat, you can undoubtedly outsource your live chat services. Peak Outsourcing specializes in providing dedicated live chat support services.
Have you ever visited an e-commerce website (like Amazon, Target, and Walmart) to make a purchase only to see a banner that says, “Customers who purchased your product also liked…” with a series of recommended products like your purchase?
That’s an example of cross-selling. Successful e-commerce businesses have determined that the best way to increase profitability is to offer products their customers may like based on past purchases.
On the other hand, an upsell is an enhanced version of a product that may appeal to higher-paying consumers. Upsells include extended warranties, “bonus” services, and “deluxe” product versions.
Videos have become essential to an e-commerce company’s marketing campaign in an increasingly visual world. A recent Wyzowl survey revealed that 89 percent of today’s consumers were convinced to purchase a product after seeing a video advertisement. The same study showed that 96 percent of customers watch “explainer” videos (that is, videos that explain how a product works) if they want to purchase a product.
These two statistics alone reveal the power of video marketing for e-commerce businesses. While some video content can be user-generated (never underestimate the power of an Instagram tag!), the most effective video content is professionally produced by a company hired by the e-commerce business.
These videos can be used on websites, social media platforms, or television advertising.
SEO, or search engine optimization, is a process that uses relevant KWPs (or keyword phrases) to target customers looking for certain goods and services. A study conducted by Backlink revealed that KWP-rich content has a 45 percent higher click-through rate than content that isn’t similarly optimized. Moreover, long-tail KWPs – that is, keyword phrases that have longer descriptions – get better engagement than shorter KWPs (as an example, “long black strapless sequined dress” gets better engagement than “black dress”).
These are just a few of the many tried-and-true strategies that have helped e-commerce businesses scale for the long term. However, a savvy e-commerce businessperson understands that they need help to do it. That wastes time, energy, and resources – all of which you’d rather direct towards what the company needs most.
When you’re ready to scale up your e-commerce business operations, let Peak Outsourcing find the right e-commerce outsourcing services for your needs. We specialize in seamlessly integrating outsourced companies into your own. Contact us today, and let’s work together to scale up your e-commerce business in the long term.
Your company may benefit from outsourcing certain functionality that you currently perform in-house. The resulting benefits can transform the way you do business and provide a greater focus on your core business functions.
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