E-commerce continues to become ever more integrated into daily life. Even at a current U.S. market penetration level of about 12 percent of all retail, e-commerce has had a huge impact on our shopping habits. And it will only keep growing. This expansion creates more opportunities, but also breeds competition. E-commerce sellers need ways to promote their businesses in a space currently attracting a lot of other people who want to profit from this rising industry.
To do so, consider these five underused digital marketing techniques for e-commerce vendors.
The past few years have been huge for influencer marketing. One study found that influencer marketing is worth about $6.50 for every dollar spent. That’s something you need to incorporate into your business. Essentially, influencer marketing is a way for e-commerce brands to find new customers through prominent figures within a given online niche. These individuals will likely have a dedicated following on at least one social media platform. Consumers tend to be more trusting of individuals than brands. By paying a social influencer to commend your product, you will gain the trust of many new buyers.
Content marketing wears many hats. The most basic definition is the creation of some sort of online content meant to provide a service or benefit to consumers, while also promoting your own brand. This can come in the form of articles, videos, infographics, or anything in which people will find inherent value. For example, a cosmetics e-commerce store might have a vlog with detailed makeup application tutorials. Creating useful content will get more people interested in your product lineup.
Utilize Social Media
Social media is really non-negotiable for an e-commerce business these days. You need to make people aware of your brand if you plan on making any sales. Without a physical store, no one is going to hear about you unless you gain their attention on social media. Facebook and Instagram are both good places to start. Since Facebook owns Instagram, the platforms have a lot of overlap, and facilitate cross-posting.
Facebook also integrates with certain cloud e-commerce software—making it possible to convert on social media as well as on your e-commerce website.
You can utilize social media to increase brand awareness, taking a multi-faceted approach. Giveaways and contests are often a great way to promote your brand. You can quickly gain more followers by doing these on a semi-regular basis. These will also help to build a loyal customer base. Featuring customers is another way to gain their repeat business. Create hashtags so people can tag themselves in photos with your products. Featuring these people on your social media channels and website will establish social proof strong enough to earn the trust of new buyers.
Consider User Experience and Design
User experience is crucial when it comes to online selling. It might not seem like it, but your site’s layout and design is one of your most important marketing assets. If your e-store isn’t sending people the right message, they will be much less likely to spend any money. Popups can also be a valuable resource for getting people to sign up for your email list, which is one of the best marketing tools in terms of ROI. Make sure your cloud e-commerce software allows for plenty of customization.
Listen to Your Data
Your data is your friend. It will help you determine who’s really shopping at your online store, and what products are most appealing to your customers. This information can be extremely helpful, as you will know which items will be best for promotional content. Additionally, learning about your customers will allow you to use better keywords when creating ads. Data will take your e-commerce marketing to the next level.
Digital marketing is the link between traffic and your web store, so take these five techniques into consideration when planning your marketing strategy.