Running an ecommerce business is far from easy. You have to worry about a variety of different factors. It’s about more than just knowing how to sell products online; most of the time, you’re just running around, putting out fires as all small business owners do. But one of the most important aspects of running a small business is one that sadly gets neglected: marketing yourself.
So today, we’re going to dive into some of the most effective marketing strategies ecommerce businesses can use. By the time we’re done here, you’ll be armed with all the knowledge you need to promote your business.
- Email Marketing
One powerful way to engage your customers and communicate with them is email marketing. While you certainly have to pay attention to what content goes into your email campaigns and who’s included in each promotion, there’s a reason that email marketing is still alive and kicking after all these years.
If you want to connect with your audience as effectively and efficiently as possible, you’ll need to provide valuable content within those emails. Start by making an effort to personalize them, and make sure you’re offering truly valuable promotions — the goal is to make being a subscriber feel worth it.
Go one step further and use your emails as a chance to interact with your audience. Share with them what your business has been up to lately, the events you’ll be attending, new products and features… you get the idea. You’ll want to provide content that your audience can relate to, which piques their interest and increases engagement with your emails.
If you’re hoping to do this successfully, make sure you’re monitoring the metrics of your email marketing strategy. Google Analytics can be a particularly useful resource, as it is one of the most powerful free solutions available when it comes to providing useful analytics for driving your email strategy. You can also monitor users that enter your website via your email blasts with tools like Hubspot.
- Run A Human, Transparent Business
The reality of ecommerce businesses is that consumers have become the true power player in this industry. If you want to experience success in this industry, you’re going to need to stand out in a unique way. That’s why, now more than ever, you need to properly customize your user experience to directly address the needs of your audience.
Make those outreach efforts feel more personal by taking the time to learn more about your consumers. The truth about the modern consumer is that they appreciate the personal touch, so if you address your prospects by name, share videos and pictures of you and your employees, and make yourself as transparent as possible, you’ll be able to build a loyal customer base.
While all of this may not tangibly lead to an increase in ROI, it will develop a level of brand loyalty that most business can only dream of.
- Optimize Your Marketing For Mobile
There’s no getting around the fact that making your website responsive to mobile is absolutely crucial these days. Mobile users have already established their dominance when it comes to internet use, so it stands to reason that mobile will begin dominating the ecommerce scene as well.
It’s vital that you accommodate the needs of all your potential customers, and that means providing a positive user experience. People visiting your site expect a certain level of consideration, and ignoring those needs is an easy way to miss out on potential business.
People trying to visit your website do not want to be asked to download an additional app or struggle against a web version on mobile; they want access to a functioning site right now. You need to deliver on that demand and make an investment in developing your site to be fully responsive.
Another tactic you can use is by taking advantage of mobile marketing techniques to target mobile users specifically. Easily one of the most popular mobile marketing trends, geo-targeting takes advantage of user location to target ads. This tactic lets you connect with customers who are physically situated within a set radius of your business, allowing you to offer a powerful incentive for them to drop by since they’re close.
- Produce Original Content
Here’s the thing about ecommerce websites: few of them actually make original content. Even fewer produce high-quality, value-driven content, which is a shame, because doing so will set up your business for success from the very beginning. The modern consumer is constantly hungry for high-quality content, which means that if you can give it to them, you can expect it to resonate with them and inevitably cause them to engage with you.
The secret to creating compelling content?
- Make it value-driven
- Make it data-driven
- Make sure it’s creative and original
- Serve the audience and not yourself
- Provide a strong, clear CTA at the end
If you’re able to do all of that, your content will be the most powerful component of your marketing strategy, and you can expect to convert visitors regularly, turning potential customers into repeat customers.
What strategies do you use to market your ecommerce business? Let us know in the comments.