How to choose the right MarTech for scaling an e-commerce business
Seems like every day we see another game-changing product that everyone needs on socials, seemingly destined for success… but as we all know, more than 95% of start-ups and ideas fail. Partly down to the way these companies set up their tech stack.
With the ever-expanding digital toolbox at our disposal, it can be quite bewildering to determine which marketing technology (MarTech) tools best suit your business. However, by harnessing the right MarTech stack, you can fine-tune your e-commerce operations, simplify processes, and drive your business towards profitable growth.
As someone who has navigated the often-challenging path of scaling businesses from initial concept to global stage, I've experienced first-hand the dilemmas of striking the perfect (still searching for this…) balance between innovation, practicality, and effective implementation. It's an ongoing journey, marked by repeated attempts and failures to find that balance between integrating innovative and cost-effective tools.
Over the years, I've seen the excitement that comes with adopting new software solutions, particularly on plug and play platforms like Shopify. Yet, I've also come to realise that the “why?” behind these choices can sometimes get lost in the shuffle. We often invest a significant sum of money in new tools, with the expectation that they'll save us money in the long run. But if these tools aren't integrated effectively, they become nothing more than dead weight. If your team doesn't know how to utilise them, you’re spending on yet another platform that could sink you.
I've learned the hard way that changing systems, as we did multiple times at NGX, can come at a steep price. Our transition from Mailchimp to Klaviyo, while offering a more sophisticated system for complex user journeys and flows, raised a pivotal question: at what point do you make that leap? At what scale is your business, and which levers should you pull to make a difference?
So, here’s my guide to the essential MarTech tools for scaling an e-commerce business.
EMAIL MARKETING AUTOMATION: ENGAGE CUSTOMERS AND DRIVE SALES.
With the right email service provider (ESP) and automation tools, you can create personalised and targeted email campaigns that resonate with your audience. Some popular ESPs include CM Commerce, Dotdigital, HubSpot, Klaviyo, and Omnisend. These tools offer features such as email automation, segmentation, analytics, and more, enabling you to maximise the impact of your email marketing efforts.
REVIEWS AND REPUTATION MANAGEMENT: BUILD TRUST AND INFLUENCE PURCHASING DECISIONS.
Integrating reviews platforms into your MarTech stack can help you manage and leverage customer feedback effectively. Platforms like Feefo, Judge.Me, Loox, Okendo, Reviews.io, and Trustpilot can help you collect and showcase customer reviews, boosting your reputation and SEO rankings. By harnessing the power of reviews, you can enhance your brand's credibility and drive more conversions. I will say though, TrustPilot can get rather pushy with their sales and keep on hiking their prices down to them being a market leader, so bear this in mind.
MOBILE SHOPPING APPS: TAP INTO SMARTPHONE PURCHASES
With the rise of mobile commerce, having a clear mobile shopping app strategy is essential. Tools like SMSBump and Plobal Apps enable you to send SMS notifications, build mobile apps, and provide a seamless mobile shopping experience for your customers. It may seem obvious, but an integrated approach using SMS, WhatsApp, Push notifications and email marketing is the most effective in terms of conversions.
SOCIAL MEDIA MANAGEMENT: MANAGE AND OPTIMISE YOUR PRESENCE.
Social media is a powerful marketing tool for e-commerce businesses. Platforms like Hootsuite, Sprout Social, and Buffer enable you to schedule posts, analyse performance, engage with your audience, and track social media metrics. By leveraging social media, you can build brand awareness, foster customer engagement, and drive traffic to your e-commerce store.
LOYALTY PROGRAMS: INCREASE ENGAGEMENT AND DRIVE REPEAT PURCHASES.
Retaining your existing customers is just as important as acquiring new ones. Integrating loyalty program tools like LoyaltyLion into your MarTech stack allows you to reward customers for their loyalty, encourage referrals, and build a loyal customer base. These tools can be integrated with other MarTech platforms, such as social media, ESPs, and reviews platforms, to create a seamless and personalised customer experience.
E-COMMERCE ANALYTICS AND INSIGHTS: FOR DATA OPTIMISATION.
To make data-driven decisions and optimise your e-commerce operations, leveraging robust analytics tools is essential. While Google Analytics is a popular choice, other tools like Glew.io and LoyaltyLion's campaigns and insights provide more comprehensive e-commerce analytics. These tools offer in-depth insights into customer behaviour, sales performance, and marketing effectiveness, allowing you to identify trends, optimise campaigns, and improve the overall customer experience.
Effective implementation and utilisation of MarTech tools require expertise and experience. If you need guidance in selecting and implementing the right MarTech stack for your e-commerce business, consider consulting: why not book a MarTech audit with me.