The digital landscape is continually shifting; no two days are the same, and as a brand, you have to expect the unexpected. That’s what keeps us on our toes – whether you’re a marketer or a business specialising in something niche. The real challenge with keeping up with these tides is that you have to invest a little (or sometimes more) to gain a lot. But the good news is, there’s plenty of doors waiting to be opened, and for the ecommerce world, this is especially true.
We don’t need to tell you that competition is fierce for the online shopping game, and it’s a battle you’ll be up against each and every day you open your (digital) doors. The best part of it is that there are more and more ways to reach your target audience than ever before – you just have to know where to put your marketing spends and how to get the most out of it. That’s exactly where creating a strategic approach to ecommerce is so important. Most marketing interactions with target buyers and prospects are now done online, so as a brand, you have to shift your mentality to reflect this behaviour.
Ecommerce strategies allow online retailers to sell their products and services online. Digital marketing slides into this and is typically the act of promoting your offering to target audiences. Together, these efforts are like two peas in a pod.
By investing in an ecommerce strategy as soon as possible, you are able to give your brand the best possible chance at converting potential buyers into loyal shoppers. The aim of the game is always to cultivate conversions, but your particular approach is what will set you apart from competitors ignoring these tactics. If you’re on the fence, stop and think about the headlines that plagued the media at the beginning of and also the end of 2019 as well as the start of 2020 around brick-and-mortar closures. Brands shutting up shop and opting for online stores is a widespread trend, and it will harm any retail business that turns a blind eye to it.
Remember that what worked for one brand may not necessarily work another, so this is where mapping out your objectives and KPIs are important. Through careful monitoring and data collection, you’ll be able to define precisely what marketing channels work best, and what ones you need to scratch out in the pipeline. Marketing is a diverse world, packed full of ways to grant ecommerce exposure, or ultimately make or break your efforts entirely. Having a professional on hand – like our digital marketing experts – ensures you’re putting your spend to best use, eliminating the risk of using platforms or strategies that aren’t tailored to your niche or using them incorrectly.
However, here are just a few of the ways you can invest in your ecommerce strategy.
The likes of Facebook and Instagram (not to mention many others) aren’t just great for scrolling through endless cat GIFs. They’re also super handy at exposing products and services to prospective customers that may otherwise have never heard about you. For millennials, social media platforms play a major role in making a purchase online. In fact, Hubspot recently reported that 71 per cent of consumers are more likely to complete a transaction, based on social media referrals alone.
So what does this mean?
It means that you really have to get your hands dirty and do the hard yards into connecting with your audience through these channels. Shoppable content now means that platforms like these are even more advantageous, presenting opportunities you just can’t afford to miss out on.
It’s gone through some hallmark moments, but nothing beats the power of a robust search engine marketing strategy. Tailoring these tactics to ecommerce puts your brand ahead of the competition that haven’t yet figured out the ropes, and in the long-term, that’s traction that will give you a continuous return on investment. As an online store, this will take form as pay-per-click advertising – such as Google Shopping, Ads or even remarketing. It gives you prime real estate on search engine results pages, based on the budget you spend. Take control of your money and be seen on top of your competition – win-win.
Don’t discard email out in the same bucket as the Yellow Pages. This is still a winner all-round.
Directly reaching your target audiences to incentivise them with product discounts and special offers is something no online business can do without. Tailor your strategy to incorporate seasonal goodies and freebies, allowing your prospects to click through to the checkout and complete the transaction. This is especially useful when they may be sitting on the fence about their purchase; it’ll just be the cherry on top. If you’re smart enough you will set up a few campaigns, have them automated and then let your EMD’s do all the work for you!
From optimising your on and off-page copy, through to guest posting to external websites – content marketing is a mammoth field. There’s also dabbling in YouTube videos, centred around your product, or creating keyword-focused FAQ pages for your actual website. Ultimately, the opportunities here require creativity, but are endless; and that’s where the help of a digital marketer can really bridge the gaps for your brand.
Incorporating SEM, search engine optimisation lands your brand at the top of results pages organically. Over time, this becomes a considerable return on investment and isn’t defined by pay-to-click spends. Instead, you’ll reap the benefits of a campaign that is grown and established over time, heavily monitored to collect data around keywords and user behaviour.
If you’re looking to put your marketing spend to good use, get in touch with Digital Debut now. We’ll carefully assess what’s currently working for your ecommerce brand, and how we can accelerate your presence online using some of the above strategies. Give us a call on (03) 8618 6992.
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