The internet is a growing marketplace for online businesses. Whatever you’re looking for within the vast confines of the web, you can be sure that there are thousands of online merchants waiting to sell you their product or services.
It was estimated that in 2017, around 1.66 billion people across the world purchased goods online. During the same year, global e-retail sales amounted to 2.3 trillion USD and this number is projected to grow by 4.48 trillion USD in 2021.
It is, therefore, clear that a huge potential exists for businesses operating on the World Wide wWeb.
At the same time, however, given the penetration of businesses within this space, effective e-commerce marketing is crucial for lasting success. Our blog this week looks at some of the dos and don’ts of this activity, highlighting best practices for dynamic online companies.
DO create a content strategy before you begin
It is often said that content is king.
Planning out your business’ content marketing strategy is vital if you’re keen to leverage each of your products for maximum exposure and sales. In this process, deciding on methods you plan on utilising to push your products, whether it be blog posts, social media announcements, newsletters, or more, is crucial.
Deciding on your platform helps you identify the relevant content, styles, and strategies required to ensure traffic and engagement.
Once this is complete, it is equally important that you not just set up a schedule for your content but also check in and revise you strategy periodically.
DO use original content AS WELL as user generated content
This is crucial. No buyer wants to see posts or material that have been ripped off from somewhere on the internet.
By creating your own content, you not only create a distinct voice but also position your business as a knowledge base within the market. With original material, it is much easier to build rapport with your customers, as posts can be tailored to address their unique interests and attitudes.
That being said, do not neglect user generated content. This is a valuable pool of resources as company time, money, and effort is not being spent in creating unique posts or materials. Either through an open call for user submissions or through picture/video testimonials, you can always leverage customer generated content for effective marketing efforts.
Doritos, for instance, is in the habit of holding a Super Bowl commercial submission contest every year. Here, fans create unique advertisements, promoting Doritos’ products, all in the hopes that their video is picked as the commercial that the company subsequently airs. This is not just an effective way of boosting sales in the short-run but also, creating a vast collection of cost-free content that markets your products via happy and satisfied customers.
DO NOT skip out on personalisation
Open just about any individual’s inbox and you’re bound to see lists of unopened emails from various online vendors. In this often confusing array of promo material, how do you ensure that your email is the one that’s opened?
Personalisation is a key tactic within marketing – a method of engaging your customer on a one-on-one level to make them feel valued and important. Whether you’re sending out newsletters, sales offers, texts or any other form of communication, using their name and any other personal information they’ve shared with you is sure to help you stay apart from the rest.
DO NOT stay away from large online marketplaces
Places such as Amazon and ebay are well established internet marketplaces, hosting the products of thousands of online businesses. By signing up as a seller on these platforms, increasing your customer reach is basically an overnight phenomenon.
At present, even mainstream social media sites such as Facebook, Instagram, and Twitter have become great places to push your product. That being said, marketing on these platforms requires careful planning and well curated content if you’re keen on retaining followers on these sites.
DO focus on SEO
Search Engine Optimisation (SEO) is one of the most crucial tasks for any business with an online presence.
By creating content to address specific keywords and by optimising your website as a whole, it becomes easier for customers to find you online. SEO invariably forces you to create easy-flowing websites with targeted and specific content, increasing your presence and credibility in the market.
E-commerce marketing requires unique tactics and strategies in order to prove effective. Given the absence of a physical store or location, customers need to feel assured when they enter into transactions with these type of businesses. The tips set out above certainly help with that process, giving online vendors a greater hold in a market oversaturated with competition.