The Ecommerce industry is booming across the globe, as the modern consumers are rapidly embracing online shopping as their preferred shopping method and aspiring entrepreneurs are opening new online stores in response. With the industry expected to surpass 4.88 trillion US dollars in market value by 2021, it’s not surprise that business leaders are rushing to capitalize on the ever-rising trend.
Of course, this also means that the Ecommerce world is becoming a highly-competitive industry that begs the need for brands to improve their marketing strategies, drive innovation, and appeal to the unique needs of the global audience. To achieve these goals and ensure a thriving future in the field, consider implementing the following key components of a winning Ecommerce marketing strategy.
Make your brand stand out
Promotions, special discounts and deals, loyalty cards, none of these marketing efforts will amount to anything if people can’t remember your name, what you stand for, or why they should buy from you and not your competitors. Ecommerce might be a business model, but it’s important to remember that business in the modern world is a highly-emotional thing, and that people will base their buying decision on their emotions rather than rationale.
This is good, this gives you a chance to craft an amazing brand identity that will set you apart from your competition and create a meaningful relationship between you and your audience. In turn, your brand will incentivize and inspire people to engage with you, to visit your site, and of course, make a purchase. But beyond a one-time purchase, creating a brand identity will inspire people to become your recurring loyal customers – a concept that is the key driver of long-term success in the Ecommerce world.
Focus on creating inbound marketing material
Success in the modern Ecommerce market rests in the hands of your marketers, but it’s important to note that different marketing strategies yield different results. In other words, you need to focus on inbound marketing instead of the outdated outbound model. After all, nobody likes to be bombarded with ads and direct emails without context, devoid of personality, ads that only focus on the products instead of the unique needs of the consumer.
This is why every experienced web agency nowadays focuses on brand creation, content development, inspirational web design, and customer engagement in order to shift the focus from the sale to the brand, and create that inextricable bond between you and your audience that will convert them into lifelong customers. To that end, focus on creating compelling content you can disseminate across social media and other authority websites on the web, earn organic backlinks, and most importantly, strive to become the primary source of information in your niche.
Research the competition and your customers
Actionable insights are the key drivers of change and progress in your field, and in such a highly competitive industry, there is no viable excuse for implementing marketing tactics that aren’t backed by research and reports. Fail to craft a strategy based on evidence and deep industry insights, and you are bound to miss your goals, underperform, and even damage your brand’s reputation in the process. This is why meticulous market research should be the foundation of your marketing plan.
You can start by researching your top competitors in order to discover their true strengths and weaknesses. This will allow you to brainstorm innovative ways to improve on their own successes, but more importantly, to capitalize on their weak points. Determine the problems that your competition is unable to resolve, and address them yourself.
On the other side, it’s also important to conduct thorough customer research as well, in order to discover the unique needs and pain-points of your demographic. This will provide you with actionable data on which you will be able to fine tune every marketing plan.
Reach out to your customers with promotional campaigns
All this talk about inbound marketing and customer loyalty shouldn’t undermine the value and importance of promotional campaigns and launch events. You need to let your online audience know when a big event is about to launch, such as a holiday sale or a limited-time offer, so there is also a need to complement your strategy with one-off promotional campaigns.
Use social media announcements, website banners, and direct personalized email communication to let your existing and potential customers know that you have something special in store for them. Pay for sponsored ads on social media along with strategic search engine marketing and you should have no problem positioning your brand in front of your target demographic at exactly the right time and place.
Marketing is the primary driving force behind every success story in the competitive Ecommerce world, so there is a need for you to implement the best practices and put your own twist on them in order to appeal to the modern customer. With these key components in mind, go ahead and craft a winning marketing strategy that will help your brand become the leader in the industry.
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