It is an incredibly busy time in e-commerce. As the pendulum swings back to brick and mortar and the world reopens, the fourth quarter puts a lot of pressure on marketers to make up for losses incurred earlier in the year.
Over the past few months, I have had the opportunity to welcome several eCommerce marketing experts on our podcast, Optily Radio. At the end of each episode, I ask all of the guests for a take-out tip that they would like our listeners to pay special attention to.
While I really recommend listening to the full episodes, I am aware that there are only a certain number of hours in the day. So I distilled the 5 key points from these episodes that will help you take your marketing to the next level.
1. Create experiences specific to your customers
Navah Hopkins, formerly of Justuno and now Vice President of Strategic Marketing at AdZooma, emphasized the importance of tailoring the user experience to your end customer. Where she’s seen brands fail with their messaging or UX is when they haven’t spent enough time really digging to understand the motivations behind their customers’ behavior.
âThink about your customers’ personas, leverage your data, and create experiences that you want to interact with. When you create with your customers in mind and segment those personalities and target them with the right message, whether it’s ads, your landing page, or emails, you can be successful â , said Navah.
2. Be patient and thoughtful when presenting data.
Michel Guillet, Senior Product Manager at Salesloft, stressed the importance of being attentive to who you are presenting. A big part of marketing is reporting, which needs to be made accessible to stakeholders. Be aware of their time and skill level when creating reports, presentations, and dashboards.
When it comes to data analytics for marketing, less is often more. Rather than having 30 metrics in all of your senior management reports, narrow them down to three or four key numbers and really focus on telling a story with those numbers. Michael quoted Cicero to summarize this message: âIf I had had more time, I would have written a shorter letter.
3. Invest to grow
When it comes to his Amazon specialty, Tom Baker, CEO of FordeBaker, avoids taking shortcuts for quick wins. For example, it’s best to avoid manipulation of reviews. While many brands do this to gain an immediate benefit, in the long run it can have very negative ramifications.
His advice is rather to play for the long term and think more sustainably about growth. âAmazon is not the get-rich-quick type,â said Tom. âIf you think of it that way, you’re going to make the wrong decisions. “
4. Understanding your customers at a fundamental level
Echoing many sentiments Navah Hopkins also expressed, Charles Chy, CEO of MindCart AI, reiterated the importance of knowing your audience fundamentally. If you don’t have the basics, it’s incredibly difficult to be successful and grow.
Whether it’s through mental-type analysis, A / B testing, or market research, nothing replaces this key step in building an e-commerce business. All of your messaging, strategy, and design will revolve around what your customers are responding to positively. So you really need to understand what motivates them, what their motivations are and which of their frustrations you can help alleviate.
âAll marketing starts with a fundamental understanding of your customer,â Charles said. âIf you understand who your customers are, what matters to them, make that a core part of your marketing execution and give it time, results will follow. “
5. Think strategically about differentiation
Amazon is a crowded marketplace, which is why Emma Schermer Tamir of Marketing by Emma emphasizes the importance of standing out. Competition increases daily, so you need to identify what makes your product and brand unique and showcase it. Even well-established businesses with tons of reviews shouldn’t feel untouchable.
New businesses are adapting and trying creative tactics to gain an advantage over competitors who claim the top of the results pages. âIf you don’t understand this differentiator as well, you will end up losing ground to those companies that are really committed to understanding it,â notes Emma.