3 tips to optimize your ecommerce marketing strategy


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23 Aug 2021

5 minutes to read

Opinions expressed by Contractor the contributors are theirs.

E-commerce has grown steadily over the past few years, gradually replacing traditional retail sales and becoming the default way most people (especially younger generations) shop for items. That’s until the end of 2019, when lockdowns around the world forced most people in and made physical retailing a rarity.

The pandemic has accelerated the adoption of e-commerce, with consumers purchasing $ 861.12 billion worth of merchandise from U.S. merchants in 2020 – a dramatic increase of over 44% from the previous year and the fastest annual growth. higher for at least two decades.

Obviously, any business that was not fully present on the Internet would have lost a significant number of sales during this period. Even if a business were to get a website up and running quickly, it would likely lack the marketing presence to maximize sales. The trend of e-commerce will certainly continue and every day brings new opportunities to optimize your strategy, bring your products to as many potential customers as possible and convert them into repeat customers to increase your results. Here are three tips to achieve this.

Related: 3 Ways to Surprise and Delight Your Ecommerce Customers

1. Implement social commerce

A lot of people live on social media these days, for better or for worse (an average of 1,300 hours last year, to be precise). This presents an opportunity for business owners to take advantage of advertising tools on major social platforms to make their offers to potential customers, but many people are numb to advertising and often simply won’t see them.

This is where social commerce comes in. This is a native ad designed to integrate seamlessly with the platform and look like another post (with legally required notices, of course). Posts also include interactive features that allow users to make purchases directly from the app.

This approach has two advantages. First, because the ads are discreet, people are more likely to engage with them and learn more about the product, which leads them to make the buying decision. Second, engagements (likes, retweets, etc.) with posts serve as social proof that encourages others (up to 71%, according to one study) to engage with the posts themselves – and even to make purchases. When properly implemented, social commerce functions as a cycle that constantly drives customers through the sales funnel and helps them stay safe.

2. Implement user-generated content

The content produced by your brand can have a very strong impact on a customer’s buying decision, but it will almost always be less than the impact that might be achieved when the customer sees your product approved by another customer. According to Salesforce, 54% of consumers prioritize online reviews and peer recommendations when making purchasing decisions.

One of the most famous user-generated content campaigns was Coca-Cola’s “Share a Coke” campaign which generated millions of photos of people with bottles bearing their names. Brands like Urad have also used customer testimonials with success. These campaigns tend to go viral more easily and serve to establish the idea that your product is used and liked by many customers, which in turn leads to FOMO (fear of missing out) among other potential customers. .

Related: The 15 Most Popular Online Payment Solutions

3. Use email effectively

While there has been a lot of talk about how email has gone out of fashion, it still remains high on the lists of the most effective channels through which businesses can engage with their customers. According to a study by Forrester Research, although digital marketers spend around 17% of their budget on email, it contributes 24% of revenue, making it a significantly higher return on investment. than many other channels.

To get the most out of your email marketing efforts, it’s important to go beyond just delivering emails to your list. Start by segmenting your list based on various factors such as how customers / prospects were acquired, their search history, if they added any items to their cart, then email them back. according to their specific characteristics. The more details you can get, the more personalized the emails will be and the more likely they are to convert recipients.

Ultimately, marketing will be one of the main differentiators among the treasures of start-up ecommerce businesses across all industries. Without being visible to customers, there will be no sale, regardless of the quality of the products. By using these strategies to find and connect with potential customers where they spend their time, you’ll be well on your way to building the lasting connections needed to acquire and retain loyal customers.


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