UPDATED: Three Susceptible Demos to Target with Your Auto Aftermarket Campaign

UPDATED: Three Susceptible Demos to Target with Your Auto Aftermarket Campaign

Whether you run an international OEM parts store or a boutique automotive lifestyle brand, chances are you could use a few more customers. We’ve identified and researched some potentially lucrative demographics that, while not necessarily automotive-focused, are quite susceptible to purchasing car parts and accessories if properly motivated and marketed to effectively.

While there are a number of ways to determine which unique demographics to target (stay tuned for an in-depth guide on that subject in the coming weeks), we’re focusing on three niches that are underdeveloped and, with the right marketing focus, could provide your ecommerce brand with an influx of new and loyal customers.

DIY Enthusiasts

DIY activities of all shapes and sizes are on the rise for a number of reasons. For one, building and maintaining things by hand saves money and reduces waste – both of which are economically in fashion these days. DIY car maintenance is no exception

Add in the economic uncertainty due to the  Coronavirus event, and now you have a ton of new consumers who are invested in gear and workspaces for home DIY projects. If those consumers aren’t already doing maintenance on their cars at home, they’re definitely susceptible to the idea. Maybe it’s your automotive store’s next digital campaign that gets them turning the wrenches.

Why Market Your Automotive Store to DIY Enthusiasts?  

It’s right there in the title: “do it yourself.” DIY Enthusiasts are folks who generally enjoy working with their hands, figuring things out, and being self-sufficient. Compared to the average driver, they’ll be much more likely to read or watch a how-to guide, then buy maintenance items for their cars and install them at home.

How to Market to DIYers

Focus on a specific benefit of DIYing with each separate campaign you run.

  • For the environmentally-minded DIY demographic, highlight stats and sentiments about reducing their carbon footprint by maintaining their vehicle and keeping it out of the junkyard. Some routes to consider: stats on increased engine life and efficiency due to quality synthetic oil and filters; the most current stats on the total tonnage of automotive waste in landfills; guides to highlight upgrades that make cars more fuel efficient, or “hypermiling”.
  • For the budget-minded buyer, focus on “lifetime” stats that highlight the amount of money saved over years of home maintenance as opposed to paying for dealership maintenance. Compare the average price of a new car with the much lower cost of average yearly maintenance, highlighting the amount of money customers are saving in the long run by purchasing your aftermarket parts.
  • For buyers who pride themselves on self-sufficiency and handiwork, capture the spirit of craftsmanship. Show images of proud enthusiasts working on their own cars at home with car parts and tools featured prominently. Juxtapose car maintenance with home maintenance, lawn care, and common household tasks so that the customer sees automotive work as another everyday chore to take pride in rather than an intimidating job that requires a mechanic. Check out how this Pinterest page will walk users through a complicated project.

Man Cave Dweller

The Man Cave movement is alive and well. A passive search of Instagram alone for #mancave and you’ll literally find millions of tagged results. Not to mention the myriad of blogs dedicated to brainstorming “man cave” ideas and showcasing unique setups.

Why Market Your Automotive Store to the Man Cave Crowd?

Most people build their man caves in the garage. Even if not, the whole spirit of the hobby has its roots in old school facets of masculinity, which individuals in this market tend to value: handiwork, home repair, and car maintenance go hand in hand with the man cave persona. 

There’s also bound to be a lot of crossover in the demographic that enjoys building customized home garage setups for entertainment purposes and the demographic that enjoys customizing and upgrading their cars.

The other niche you find lurking in man caves is the tech enthusiast. These folks are more likely to have a custom-built gaming PC lying around than a custom-built engine block. Nevertheless, being tech-minded, DIY capable, and having a home “laboratory” in the garage means they’re much more likely to handle car maintenance at home – even if they have to  load up a YouTube tutorial on their phone while tinkering under the hood.

How to market to Man Cave Dwellers

The obvious route is to target the inherently masculine sentiment and bravado of man caves. Feature images of tricked-out home garages stocked to the brim with engine fluids, filters, car detailing gear, etc.

  • For the techy dweller of man caves, show off some cool garage gadgets in your campaign too – digital torque wrenches and calipers, multimeters and ECU tuners wired into engine harnesses, etc. 
  • Another zeitgeist to capture in your campaign is the social nature of man caves. Almost all man caves are designed as cool places in which to hang out – car maintenance is sometimes more or less just the excuse to get together in the garage. Show groups of buddies chatting, laughing, drinking beers, eating burgers, all while gathered around a car on jackstands with your products in full view.
  • A final niche to target is man cave dads who build their garage hangouts as a place to bond with their kids. Obviously the sentiment to go for here is fatherhood – an image showing a proud father helping his son turn a lug wrench, a dad scrambling to get out of the way as his kids wildly spray car wash foam out of a flailing hose, or anything of that nature.

Car Enthusiast Forums

Car enthusiasts love their niche forums. Virtually every different vehicle platform has its own dedicated forum where owners post in-depth discussions on maintenance, modifications, and common reliability issues. What better place could there be to advertise your platform-specific aftermarket parts?

Why Market to Users on Car Enthusiast Forums?

This one’s pretty self-evident. They own the cars that your parts fit, they’re enthusiastic about said cars to the point that they join social circles based on them, and they’re much more likely to buy aftermarket upgrades and DIY maintenance parts than the average driver.

How to Market on Car Enthusiast Forums

Most car forums allow sponsored vendors to market products to their users. You go through a vetting process, pay an advertising fee, then you get to post your products and promotions directly on the forums.

Making your store a sponsored vendor can be a boon to selling aftermarket upgrade components. Users will be salivating for their upgrades while reading installation guides and browsing pictures of other users’ vehicles on the forum, so you want your products to be easily within their digital reach. Alternatively, you can use Google Ads and grassroots methods to target these shoppers less directly. Car Forums is an excellent example of this. 

Conclusion

Users on car enthusiast forums have turned their vehicles into a hobby and passion, so they’ll be more susceptible to lifestyle marketing that connects with their love for their cars. Due to the cost and complexity of performing extensive aftermarket modifications, enthusiasts also tend to plan out their upgrade purchases weeks or months in advance. That means they’re likely to cross shop and be very price sensitive, but also susceptible to discount campaigns and promo codes.

To learn more about how your automotive brand can begin to target susceptible markets to grow your business, contact us today.

Supplements & Vitamins Checklist: Pages your eCommerce site MUST have

Supplements & Vitamins Checklist: Pages your eCommerce site MUST have

As the owner of a pharmaceutical or supplements eCommerce store, you want to keep your customers engaged and informed on your website. One of the first steps to do this is to make sure that your website’s pages give your customers a holistic view of your company and allow for transparency. But which pages are most vital — and what best practices should you be implementing for these pages? 

Keep reading to learn what your most important pages must include to keep up with the competition and keep your audience satisfied.

Homepage

Imagine your homepage as the storefront of your business. It’s an essential element of your site,, as it’s what invites people in and gives them a little glimpse into what they’ll find throughout your site. This is also the place to tout your unique value proposition and any special offers or big sales. In addition, the homepage is the hub of the links to all internal pages on your site. 

Research has shown us that featuring your most popular, best-selling products on your homepage yields the most conversions. Clearly show the products that your existing consumers love, and you’ll soon get more and more new customers.

About Page

Your About page is where you should tell the story of your company, including when it started, why it’s in business and what exactly it does. This page can also feature bios of some employees. Keep it simple and you’ll keep it powerful. NatureMade has a great example of an About page.  

Category Page

This is the landing page for categories, such as, “Vitamins,” “Supplements,” “Nutraceuticals,” etc. Each of these pages then gives an overview of all products in a single category instead of listing every single product. Having a category page greatly simplifies site navigation for your audience. Head over to Nutraceutical to see what they have built.  

Product Page

This is a huge goal of your eCommerce site — to get people to check out the products. Each product page should include all product details, prices and a prominent “Add to cart” button. Tech-savvy companies also include reviews, similar products and social media sharing icons on their product pages.

Cart Page

On this page, your customer needs to see everything he or she has added to the cart while shopping. It’s vital to make any cart updates quick and simple. Allowing the user to update quantities from their cart leads to some of the highest interaction rates on an eCommerce site.

In addition, it’s a good idea to prioritize the placement of your checkout button. When this button is “above the fold,” eCommerce stores see a 3.5% lift in conversion. 

Finally, on this page, try to do some upselling. Show similar products and have an “Add to Cart” icon next to each one for quick and easy additions.

Log in / Create account pages

Once your audience is able to create an account on your site, you’re then able to capture tons of valuable information. This includes their name, email address, birthdate, preferences, order history and more. Once you have this information, you can begin to customize your messaging for each customer, increasing their loyalty to your brand.

Contact page

This is arguably the most important page on your site. If a potential customer wants to shop but needs to get in touch with you first, you have to make sure they’re able to do so quickly and easily so they can go on to make a purchase.

The Contact page should include many ways for a customer to get a hold of your company, including your email address, phone number and live chat. When customers can easily access your company this way, they’re much more likely to have a great experience that they remember and share.

Lucky Vitamin has a great Contact page.

 

FAQ page

Nowadays, most people don’t want to pick up the phone and call a company unless they absolutely have to. By having an FAQ page on your site, you can have all of the answers to your customers’ questions available 24/7.

At InteractOne, we recently wrote a blog post about what’s best to include on an FAQ page. Although this particular article was written with fashion eCommerce websites in mind, it can also apply to pharmaceutical eCommerce websites.

Supplement Fullfillment has built a great FAQ page.

 

Store Locator page

If your business is online only, then you can forget about this page. But if your business has an actual brick and mortar store (or more than one store), then it’s important to have a Store Locator page on your site so that customers can also order and/or pick up your products at an actual storefront. 

At InteractOne, we use the Magento 2 Store Locator extension for this, which is a module to manage store location. It helps customers find the nearest store location quickly and easily.

Conclusion

By following this page guide as you build your pharmaceutical eCommerce website, you’ll efficiently set up your company for success.

For help building the most essential pages of your pharmaceutical eCommerce website, don’t hesitate to contact us today.

Get in Touch

Connect with one of our experts today to discuss your eCommerce needs!

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Subject Line Tactics Proven to Get Your Emails Opened & Read

Subject Line Tactics Proven to Get Your Emails Opened & Read

Sending promotional emails for your online store is extremely valuable. When sent to your existing audience, emails can increase exposure, brand loyalty and sales. When sent to people who aren’t yet familiar with your brand (but who might have given their contact information for a similar brand or promotion), emails are a great opportunity to turn these people into new customers.

But before any emails can have great results, they must be read. And before they can be read, they must be opened. It’s your job to create a subject line that is enticing enough to capture your recipient’s attention and convince them to choose to open the email. For this reason, subject lines are extremely important, but are oftentimes overlooked aspects of a brand’s marketing campaign. Keep reading to learn the top five best practices for email subject lines.

Keep subject lines short and sweet.

In general, keeping subject lines between 30 and 50 characters is ideal. This may not seem like a lot of space to work with, but it’s actually the only way to ensure that your entire subject line shows up, no matter what kind of device your recipient is using. There are numerous devices, browsers and email clients, all of which visibly show different subject line lengths. And, if your recipient is on a phone (which most people are these days), they’ll be able to see fewer characters in the subject line than if they were on a computer. That’s why subject lines should always be 50 characters max.

Realize the power of personalization.

Now more than ever, people want content tailored to them. They don’t want generic emails that could be for anyone. They want to feel that companies take time to get to know them and customize content for their specific needs.

With this in mind, it makes sense that subject lines that are personalized with the recipient’s first name are opened significantly more often. People love seeing their unique name and feeling that the content has been created specifically for them. However, because not every subject line can be personalized with the recipient’s first name every time (or it would lose its effectiveness), other great ways to personalize a subject line are to add the recipient’s location or specialty in the subject line.

When sending pretty much the same email to different groups of recipients, try being more specific in the subject line. For example, you can have the same subject line but start it with “Vitamin e-retailers” or “Nutraceutical sellers” to appeal more to these unique subgroups.

Keep your emails out of the spam folder.

Just as there are certain things to do when creating subject lines, there are also certain things to avoid. That’s because doing certain things with your subject lines sends them straight to your recipient’s spam folder.

Using all caps, excessive punctuation or multiple exclamation points are surefire ways to get your emails sent straight to spam. In addition, if certain words — including “RE:,” “FW:,” “free,” “money,” “win,” “deal,” “help,” “reminder,” and “percent off” — are in your subject lines, it’s almost 100% certain that they’ll head straight to spam.

Tell, don’t sell.

You don’t have a lot of real estate in an effective subject line (see #1 above), so you really have to be direct and quick while also being powerful. Make sure that your subject line clearly conveys what your email contains and why the recipient should open it. Give an idea of what’s inside the email without giving everything away. Be direct — and don’t try to do too much in a single subject line.

Test, test, test.

Testing subject lines pays off in a big way. First, it’s important to use one or more of the very valuable subject line tools that are available. These include SubjectLine.com, Email Subject Line Grader and Email Subject Line Tester. Each of these services allows you to insert your subject line and receive feedback about what’s working well and what’s not — and then tailor accordingly.

Once you’ve come up with some great subject lines based on these services, test your subject lines with sample audiences to determine which ones are the most effective before sending the emails to the bulk of your recipients. The more you test, the more you’ll learn your audience’s preferences — and the higher your open rates will become.

Conclusion

At InteractOne, crafting powerful emails for eCommerce stores is one of our specialties. To learn more about subject line best practices and how we can help you increase your email open rates, contact us.

Get in Touch

Connect with one of our experts today to discuss your eCommerce needs!

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April 2021 Vitamins and Supplements Orange Report

April 2021 Vitamins and Supplements Orange Report

April 2021 Vitamins and Supplements ORANGE REPORT

The April 2021 Vitamins and Supplements Orange Report features our best & most recent blogs and guides on Magento, Big Commerce, eCommerce, and Digital Marketing.

SIGN UP FOR THE ORANGE REPORT

Everything you need to know about eCommerce, digital marketing, and Magento.

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When it comes to selling vitamins and supplements, email is king. But how can you craft more effective emails that actually connect with your customers?

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April 2021 Vitamins and Supplements Orange Report

April 2021 Automotive Aftermarket Orange Report

April 2021 ORANGE REPORT

The April 20201 Orange Report features our best & most recent blogs and guides on Magento, Big Commerce, eCommerce, and Digital Marketing.

SIGN UP FOR THE ORANGE REPORT

Everything you need to know about eCommerce, digital marketing, and Magento.

Open Source eCommerce: Weighing the Pros & Cons

In Part 2 of our Saas & Open Source series we examine Open Source Platforms and how they are unique built to power your eCommerce business.

UPDATED: Image Search Engine Optimization 101 for the Automotive Aftermarket

Unique, quality images are integral to your automotive web store. But how to get your images in front of the eyes of potential customers when your competitors doing the same thing?

Slipping Sales: Six Steps to Fix your Cart and Reduce Abandonment

First, identify why customers are abandoning their carts in the first place. Start by analyzing your web store’s checkout process…

top-magento-extensions-of-2020-interactone-shipperhq

A Primer for a Successful Digital Marketing Campaign

Dropshipping is an order fulfillment method that uses a third-party supplier to ship goods sold by a retailer, avoiding the costs associated with a warehouse and a brick-and-mortar storefront. But how does it work on Shopify and Big Commerce?