8 Back to School Marketing Tactics for Your eCommerce Site in 2024

ECakir Uncategorized 0

8 Back to School Marketing Tactics for Your eCommerce Site in 2024

As the school year approaches, now is the time to shift your focus to back to school marketing.

Parents, students, educators are all gearing up for a new academic year, which brings businesses the best opportunity to connect with these audiences and boost sales!

We gathered 8 practical marketing tactics to help you with your back to school marketing strategy. Let’s drive traffic and increase sales on your e-commerce site:

1. Know Your Audience: What Do Back To School Shoppers Want?

Let’s identify the back to school marketing audience first as it is not a one-size-fits-all affair.

Your audience includes:

• Parents: They’re typically looking for practical items like backpacks, school supplies, and clothing. They also seek value, so promotions and discounts are key.
• Students: From elementary to college, students are interested in trendy items like fashionable clothes, tech gadgets, and personal items that make their school experience more enjoyable.
• Teachers: They often look for classroom supplies and organizational tools to make their teaching environment more effective.

Don’t Overlook Other Categories That are Important to Back to School Shoppers

While school supplies like pencils and notebooks are the basics of every back to school shopping, some might overlook other categories that are just as important to every back to school shopper:

• Apparel: Trendy clothing and shoes are a major part of back to school shopping. Offer a range of styles and sizes to appeal to different tastes and needs.
• Electronics: Laptops, tablets, and other tech gadgets are crucial for students of all ages. Highlight any tech products with educational discounts or bundles.
• Sporting Goods: For students involved in sports, gear like tennis rackets, soccer balls, and other equipment is essential.
• Books and Music: Not just textbooks, but also reading materials for pleasure or academic enrichment and music supplies for extracurricular activities.

• Health and Wellness Products: back to school marketing season is also a good time to address students’ health and wellness needs. Stock items like reusable water bottles, lunch boxes, hand sanitizers, and first aid kits. Consider also including items that promote mental well-being, such as stress-relief products and wellness journals.
• Dorm and Study Essentials: For college students or those living away from home, dorm room essentials are key. Offer products like bedding, desk organizers, and study lamps. Creating a back to school dorm checklist can help students prepare for a new living environment.
• Tech Accessories and Software: In addition to devices, tech accessories like external hard drives, USB flash drives, and software tools are important. Offering discounts on educational software or subscription services for productivity and learning can also be attractive.
• Eco-Friendly Products: With growing awareness of environmental issues, eco-friendly back to school products are gaining popularity. Offer sustainable options such as recycled notebooks, biodegradable pens, and reusable lunch containers. Highlighting the environmental benefits can appeal to eco-conscious shoppers.

 

2. Building Impactful Product Collections and Landing Pages

Making your e-commerce site as user-friendly as possible is very crucial for your back to school marketing strategy. Let us remind you that whether back to school or not, having a user-friendly ecommerce growth strategy will be always to your advantage.

One effective way to achieve this is by creating targeted product collections and landing pages. This will streamline the shopping experience and enhance your marketing efforts.

 

Set Up Back to School Product Collections

Organize Products into Categories

Every back-to-school shopper loves the organized shopping spree, it’s everything they want in the chaos of the back to school preparations. So, transform that chaotic shopping spree into a streamlined adventure on your e-commerce site, where every item has its place, waiting to be added to the cart!

Start by grouping your products into relevant categories. Here are some example categories:

• School Supplies: Include notebooks, pens, pencils, binders, and other essential classroom items.
• Backpacks and Bags: Offer various styles of backpacks, lunch boxes, and tote bags.
• Tech Essentials: Feature laptops, tablets, calculators, and other electronics.
• Apparel and Accessories: Include clothing, shoes, and other accessories.
• College Essentials: Target students preparing for college with dorm supplies, study materials, and personal items.

Create Bundles

Bundling products can increase average order value and make shopping easier for customers. You can consider creating bundles like:

• Back-to-School Starter Kit: Combine items like a backpack, school supplies, and a water bottle.
• Tech Bundle: Pair a laptop with accessories like a case, mouse, and software.
• College Dorm Kit: Include essentials for college students such as bedding, kitchen items, and organizers.

Label Clearly

Ensure each collection is clearly labeled and easily accessible on your website. Use straightforward titles like “Back-to-School Supplies” or “College Essentials” to make it easy for shoppers to find what they need.

Create Dedicated Landing Pages

Design a “Back-to-School Essentials” Page

A dedicated landing page is an effective way to showcase your back-to-school collections. Don’t forget that highlighting your back-to-school collections in one place will boost the visibility of the items.

Additionally, it enhances the overall user experience by reducing clutter and making navigation simpler. A clean, organized page makes it easier for customers to find and buy what they need.

Here’s how to set it up:

• Page Title: Use a clear, compelling title such as “Back-to-School Essentials” or “Shop Back-to-School.”
• Feature Key Collections: Highlight your most popular or relevant collections on this page.
• Add Filters and Search Options: Include filters for categories, price ranges, and product types to help shoppers narrow down their choices quickly.
• Include Promotions: Display any ongoing discounts or special offers prominently on the landing page.

3. Segment Products by Buyer Personas

By grouping products based on these personas—such as moms, college students, and teachers—you can create tailored collections that address their unique needs and wants.

Create Targeted Product Collections

For Moms:

Moms are often responsible for outfitting their children for school and are likely to look for a variety of products. Your collection for moms should include:

• Basic School Supplies: Items like notebooks, pens, and binders.
• Apparel: Trendy and practical clothing options for kids.
• Sporting Goods: Equipment for extracurricular activities like soccer or basketball.

For College Students:

College students need a range of products to prepare for their studies and life on campus. Focus on:

• Electronics: Laptops, tablets, and headphones.
• Furniture: Dorm essentials like desks, chairs, and storage solutions.
• Accessories: Items such as organizers, desk lamps, and college-themed gear.

For Teachers:

Teachers need supplies and tools to help them create an effective classroom environment. Their collection might include:

• Classroom Supplies: Items like markers, chalk, and educational materials.
• Storage Solutions: Bins, boxes, and filing systems for organizing classroom materials.
• Basic Toiletries: Things like hand sanitizer, tissues, and other personal care items.
• Computer-Related Products: Accessories such as printers, scanners, and office supplies.

Design Landing Pages for Each Persona

Create Dedicated Landing Pages

Once you’ve grouped your products, create specific landing pages for each persona. Here’s how to set them up:

• Title and Introduction: Use clear, engaging titles like “Back-to-School Essentials for Moms,” “College Student Must-Haves,” or “Teacher’s Classroom Supplies.” Write a brief introduction that highlights what’s included in the collection and why it’s relevant to that persona.
• Featured Products: Showcase the top products for each persona on these pages. Include high-quality images, detailed descriptions, and customer reviews to make the shopping experience more engaging.
• Call-to-Action (CTA): Include prominent CTAs that encourage users to shop the collection, such as “Shop Now,” “Discover More,” or “Get Ready for School.”

4. Stay Relevant: Pair Your Sale with the Latest Trends

It’s crucial to align your back to school marketing strategy with current trends. This will make your offerings more relevant and engaging.

Stay Informed About Trends

Use Trend Tools

• Google Trends: Check out what’s trending in your area. Google Trends provides insights into search behavior and can show you the rising topics and interests of your target audience.
• Social Media Hashtags: Explore trending hashtags on platforms like Twitter, TikTok, and Instagram. These hashtags can give you an idea of what’s capturing attention and conversations.
• Think with Google’s Shopping Insights: This tool helps you see what products are gaining popularity. It’s useful for understanding market demands and consumer preferences.

Monitor Popular Culture

Stay updated on pop culture, such as trending apps, games, movies, and celebrities. This can help you identify opportunities for collaborations or themed promotions.

Integrate Trends into Your Marketing Strategy

Leverage Popular Apps or Games

If a particular app or game is trending, consider partnering with its developers. Here’s how:

• Offer Codes: Include game or app codes as part of your promotion. For instance, customers who spend a certain amount could receive exclusive in-game items or app credits.
• Themed Products: Create collections inspired by popular apps or games. For example, if a game features certain characters, you could offer related merchandise or accessories.

Collaborate with Popular Movies or Events

If a major movie or event is coming up, partner with local theaters or event organizers. Here’s what you can do:

• Movie Tickets: Offer a set of movie tickets as a giveaway or part of a purchase bundle. This can attract customers who are excited about the film.
• Themed Merchandise: Create products themed around the movie or event. For example, offer merchandise like T-shirts, backpacks, or school supplies featuring characters or themes from the movie.

5. Create Engaging Back to School Content

Leveraging back-to-school-themed content is a powerful way to engage your audience and drive sales. By creating and promoting relevant content, you can capture the attention of students, parents, and teachers who are gearing up for the new school year. Here’s a practical guide on how to use back to school content effectively.

1. Create Valuable Blog Content

Checklist and Guides

• Must-Have School Supplies: Write a comprehensive list of essential school supplies. Include items like notebooks, pens, backpacks, and any other necessary gear. Make sure to provide recommendations and why they are important.
• Buying Guides: Develop buying guides that help shoppers make informed decisions. For example, “The Ultimate Guide to Choosing the Right Backpack” or “How to Select the Best Laptop for College.” Provide detailed information and practical tips to aid in their decision-making process.
• Product Reviews: Offer in-depth reviews of popular products. Compare different brands or models to help shoppers choose the best option. A side-by-side comparison of two top products can be especially useful.

6. Attract Shoppers with Irresistible Back to School Offers

By providing discounts, free shipping, and other promotions, you can capture attention, encourage purchases, and build customer loyalty.

Provide Appealing Discounts

Discounts on Popular Items

• Identify Key Products: Focus on high-demand items like backpacks, electronics, and apparel. These are essential for back-to-school shopping and can draw in a large number of shoppers.
• Percentage-Based Discounts: Offer a percentage off on selected items. For example, “20% off all backpacks” or “15% off electronics.” This type of discount can attract attention and prompt immediate purchases.
• Price Reductions: Apply direct price cuts to popular products. For instance, “Save $10 on all laptops” or “Backpacks starting at $19.99.” Clear and straightforward pricing appeals to budget-conscious shoppers.

Enhance Deals with Free Shipping

Eliminate Purchase Barriers

• Free Shipping Offers: Provide free shipping on all orders or on orders over a certain amount. This reduces the total cost for customers and can be a deciding factor in completing a purchase.
• Minimum Spend Thresholds: Encourage higher spending by offering free shipping on orders over a specific amount, such as $50 or $100. This strategy can increase your average order value while still providing a valuable incentive.

Highlight Free Shipping

• Prominent Messaging: Make sure the free shipping offer is clearly visible on your website and in your marketing materials. Use banners, pop-ups, and promotional codes to communicate this benefit.

Implement Special Promotions

Diverse Promotional Strategies

• Buy-One-Get-One (BOGO): Offer BOGO deals like “Buy one backpack, get one half off” or “Buy two notebooks, get a third free.” This type of promotion can increase the quantity of items purchased.
• Gift Cards: Provide gift cards with certain purchases. For example, “Spend $75 and receive a $10 gift card for your next purchase.” This encourages repeat business and increases customer satisfaction.
• Discount Codes: Offer discount codes for future purchases. For instance, “Use code BTS15 for 15% off your next order.” This can drive repeat traffic to your site.

Introduce Loyalty Rewards

Reward Your Existing Customers

• Exclusive Discounts: Offer special discounts to members of your loyalty program. For example, “Loyalty members receive an extra 10% off all back-to-school items.”
• Early Access and Special Offers: Provide early access to sales or exclusive promotions for loyalty members. This adds value to their membership and makes them feel appreciated.

Encourage New Sign-Ups

• Sign-Up Incentives: Promote your loyalty program with incentives for new sign-ups. For example, “Join our loyalty program and get 10% off your first purchase.” This can help you grow your customer base while rewarding new members.

 

 

7. Connect with Back-to-School Shoppers on Social Media

Social media is a powerful tool for connecting with potential buyers and building a meaningful relationship with them. And back-to-school is the most important time to do so! Be active and responsive with your social media posts.

You can consider getting the help of a social media agency in Dubai to leverage social media during your back-to-school marketing.

Interact with Your Audience

• Engage in Conversations: Reply to comments, answer questions, and participate in discussions related to back-to-school shopping. This shows that your brand is approachable and attentive.
• Use Polls and Questions: Create polls or ask questions to gather insights about what your audience is looking for this school year. This can provide valuable feedback and make your followers feel involved.

Share Relevant Content

• Create Engaging Posts: Share posts that are relevant to back-to-school shoppers, such as tips for organizing school supplies, trends in student fashion, or how-to guides for setting up a study space.
• Utilize Stories and Reels: Use Instagram Stories, Facebook Stories, or TikTok Reels to showcase your products, highlight special deals, and share behind-the-scenes content. These formats are engaging and can capture attention quickly.

8. Convert Procrastinators into Purchasers with Late Shopper Deals

Not all shoppers will complete their back-to-school shopping early, so it’s important to keep the momentum going throughout the season. So, for late shoppers, it might be a good idea to create a sense of urgency to grab their attention:

Highlight Limited-Time Offers

• Countdown Timers: Use countdown timers on your website and in your marketing materials to remind shoppers of the limited time left to take advantage of your back-to-school deals.
• Last-Minute Deals: Promote special discounts or exclusive offers for late shoppers. For example, “24-hour flash sale” or “Last chance for free shipping.”

Emphasize Scarcity

• Limited Stock Alerts: Inform shoppers if certain items are running low or in limited supply. This can create a sense of urgency and encourage quicker decisions.
• Final Reminder Emails: Send out reminder emails to your subscribers about the approaching school start date and the last chance to get their back-to-school essentials.

 

 

Scarlet Ecommerce Consultancy Team is at your service during weekdays 9.00-18.00 GST.

Feel free to connect with us at +971526998809 or via [email protected] for international/local projects.