Ecommerce is bigger than big right now.
Online shopping was on the way up before the pandemic hit, and now it’s taken an exponentially positive turn as more and more people stay home. There’s never been a better time to sell your products online, either entirely, or as a supplement to your brick-and-mortar store.
That said, there’s now a lot more competition for online stores. Ensuring that your ecommerce store stands out is a little trickier than before, but an absolute imperative.
To help you get the edge, we’ve explored 8 marketing strategies that will help you to make the most of your online shop:
1. Get Wordy
Before looking at what you should be doing offsite, it’s important to ensure that everything you say on your website is just right. This includes a strong home page, excellent product descriptions, an interesting about page and even an informative blog. You also need to optimise every page for SEO (search engine optimisation), making sure you have strong keywords in place.
Start with your static content—the home page and about page. Then, work on the product descriptions. These should be as descriptive as possible. Remember, your clients can’t pick up the products and feel them in their hands. You want to do that job with your descriptions.
Once your static content is sorted out, you will have a good idea of your tone and style for writing on your website. Now you can look at producing a blog for your online shop. A blog gives you great extra points in terms of SEO, helping to bring new people to your shop. Plus, it provides a platform for you to give more information about your products and services and adds personality to your store’s brand.
2. Come Up With Killer Images And Videos
In your product descriptions you’re telling people what things look like and how they work. With the images and the videos, you need to show people exactly how products work, and what they look like. It’s important to find a balance between being creative with your visual content and being informative.
People love to see how the product looks when in use in the real world. For example, if you sell nutrition for exercise, show people eating the bars or drinking the drink while out for a run, hiking or at the gym. Your customers want to see how the product fits into their life.
With video traffic making up 80% of all traffic online and 81% of businesses using video as a marketing tool, you cannot afford not to have this type of content.
3. Sell A Solution Or A Feeling
Marketing is never about the product that you sell. It’s about offering a solution to a problem or the feelings and emotions that will come with having this product in your life. Think about how you tell a story rather than how the product works functionally.
The key is to listen to what your customers are saying about their lives and see how your brand can fit into that as a solution. This creates a strong connection to your brand that isn’t about sales and numbers. It’s about people and emotions, and what makes your brand unique.
4. Get Influencers On Your Side
Influencer marketing is the latest evolution of social media marketing. It’s all about building trust with your customers through endorsements from a public figure. Influencers are people with big followings on social media who can influence how people purchase based on their recommendations. Endorsement from an influencer—or even a micro influencer—is the ultimate social thumbs up for your brand.
5. Create Sizzling Social Competitions
A great way to drum up interest in your online brand is to make a splash on social media. Competitions, giveaways and specials run on social media are brilliant marketing exercises. They reward people for engaging with your brand and show them you care about their thoughts and input.
A simple giveaway of a few products can be enough to build great traction and noise around your online shop. You also benefit from user generated content (UGC) if you ask people to post photos of themselves to enter. UGC has numerous other perks too, as people love seeing real people in actual life situations, and they appreciate real reviews too.
6. Get In On Affiliate Marketing
Affiliate marketing allows you to let other people do some of the heavy lifting. Essentially, you get people to market your products on their social media profiles or blog, and they get a percentage of every sale made through their links. It costs you nothing to set up and you only pay out if a sale is actively made.
You need to assess how much you can afford to pay affiliate marketers and what kind of traffic to your website you can expect from these outside sources. It can be incredibly lucrative and good for your brand awareness if you have affiliates that are great at marketing and have a large audience.
7. Make Comparison Shopping Work For You
The internet makes it incredibly easy for people to compare prices from various online retailers. Just searching for a product on Google immediately brings up a selection of stores and prices. It’s important to keep a close eye on those prices and monitor who your competitors are.
Any marketing or business course will immediately tell you that you need to keep an eye on what your competitors are doing. It’s never been easier than it is with ecommerce. You can also look on Amazon and Shopify to see what your competitors are up to and what potential customers are seeing when they search for the products you sell.
8. Don’t Forget About The Real World…
Just because you are working in the online space doesn’t mean you should forget about the real world. This doesn’t mean you need to open a brick-and-mortar store (if you don’t have one already). Customers love pop-up shops. You can rent a small space in a mall or at a market, and bring products for customers to see and touch—and of course buy. It’s a great way to get some new photographic and video content for social media too.
Another real-world marketing tactic is to pull a PR stunt. You don’t need to go as big as Richard Branson’s record-breaking hot air balloon flight to get noticed. You just need to get a little creative and have some fun. It’s all about getting your brand noticed for the right reasons.
The world of ecommerce is always evolving. You need to move with the changes. This means continually educating yourself and improving your skills to ensure that your online business thrives. Staying abreast of trends and learning new marketing techniques is key to success.
Smart marketing strategies are the difference between being just another online store, and being the store. Build your brand online, and don’t slow down your marketing once you start seeing results. Ramp it up to keep on riding the wave.
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