July 3, 2020 — Dimitri Nikolakakis (Chief Rainmaker of Dimniko eCommerce Facebook Ad Agency) and Joshua Chin (Co-Founder and CEO of Chronos Agency) talked about structuring the eCommerce marketing funnel for eCommerce businesses. Link to the full podcast at the end of this article. 
Email Marketing Fills the Gaps in Your eCommerce Marketing Funnel
First of all, let’s have a refresher as to why optimizing your eCommerce marketing funnel is important.
- It can help you by targeting the right audience depending on which stage are they on in the marketing funnel. This, in turn, helps you narrow down what marketing strategy you should use, and which channel to prioritize.
- Identify how and how well your product can help solve the pain points of your target audience. Having a bird’s eye view of the the issues your prospects are currently facing and the gaps in your particular product or service will help with two things:
- Pinpoint your messaging and position your product in a way that is relatable to your target audience’s pain points and overarching needs.
- Identify new opportunities for your product or service that you might have overlooked. You’re able to go back to the drawing board and run through what you’ll need to do to take charge of these gaps and how to turn it into an opportunity for your brand. For example, do you need to expand your service offering? If no, how can you overcome this gap?
- When optimized, more customers making it through your funnels means more sales for your eCommerce business
In other words, having a proper eCommerce marketing funnel is like having a working compass. It is having this compass that helps you navigate through the thick fog of the digital marketing landscape.
With that said, there would be gaps in your marketing funnel that would often go unnoticed. And one of the major gaps would cover the buying process your customers’ would go through.
There’s often a big gap between the customers initially getting interested in the brand and finally making that purchase.