Nowadays, there are numerous e-commerce businesses on the market and more of them are being created each day. The fact of the matter is that consumers these days are focused on browsing and shopping for goods online. It’s not only more convenient for them but oftentimes it’s even cheaper. That’s why many entrepreneurs opt for an e-commerce approach, in order to serve the ever-growing demand on the market.
However, increased demand means increased competitiveness. The market is overcrowded with various offers and competition is more than fierce. Nevertheless, proper digital marketing can help any business stand out from the other and reach success eventually. The key is in developing the right strategy and the right approach that will bring you closer to your customers. That being said, here are a few ways you can create an e-commerce marketing strategy in 2019.
Don’t skip the research
Every marketing strategy should be based on information gathered from market research. Otherwise, you may be wasting both the time and the resources on developing a strategy that simply won’t work. The more you familiarize yourself with the current market trends and customer behavior, the more strategic decision you’ll be able to make.
After all, the purpose of your strategies is to drive as many qualified leads as possible to your website where you’ll convert them into customers and increase your sales. You simply cannot achieve this without good planning and a solid strategy in place.
Therefore, take the time to research your target audience well, such as who they are, what they do, their purchasing habits and the trends they follow, before you actually proceed. Also, don’t forget to conduct a competitive analysis that will help you determine how to outrun your main competitors on the market.
Set your goals
In order to create an effective marketing strategy, you must first set proper business goals. For example, your goals may be to increase profits or revenue, improve conversion rates, drive more traffic, improve customer engagement and so on. Your goals depend on what you want to achieve and they will help you devise a proper marketing strategy that will help you reach those goals. That’s why it’s important to create a marketing plan. For example:
- Add your mission statement to your marketing plan – What do you plan to accomplish and why?
- Create customer personas – determine demographics, pain points, purchasing habits, needs, preferences, expectations, and demands.
- Competitor analysis – who are you competing against and how do you gain an advantage?
- Introduce a unique selling proposition – what will differentiate your business from the others?
- Set a budget.
- Determine which strategies to utilize – content marketing, email, social media, traditional marketing etc.
Focus on customer service
Once you execute your strategy, you cannot sit aside and wait for things to go your way. A marketing strategy alone won’t do everything for you. Instead, focus on meeting consumer expectations and needs by providing exceptional customer experience, service, and support. Your prospects might want to inform themselves about your products or they might want to complain about some of the features. In such cases, you have to be available to your customers at all times.
After all, the entire point of a marketing strategy is to bring leads to you but if you drive them away for any reason, then no matter how effective your marketing may be, it will all be in vain. Therefore determine the best way you can provide proper service or support to your customers. For example, if your customers prefer to contact you via the phone, then consider implementing 1300 numbers for your phone service. That way’ you’ll be able to handle incoming call traffic and avoid having to put customers on hold for too long.
Utilize social media
Social media platforms are ideal for more than just executing your promotions or marketing strategies. In fact, these platforms allow you to establish a presence for your eCommerce store, as well as establish a meaningful relationship with your target audience. The relationship you have with your customers goes hand in hand with your marketing strategies.
In other words, you cannot expect your marketing efforts to bear fruit unless you engage with your customers in a non-promotional way. What’s more, you can measure the effectiveness of your marketing strategy simply by monitoring how your consumers behave on social media. Consumers will mention almost anything they had an experience with and they won’t hesitate to voice their opinions on the matter.
Therefore, no matter if you’re using email to reach out to customers or if you’re engaging them on your blog, chances are that they’ll talk about it on social media. With that in mind, you must ensure that you regularly engage with customers on social media through conversations and relevant content. You must also make improvements based on their feedback so that you can ensure your strategy isn’t in vain.
Developing a marketing strategy for your eCommerce business may not be as easy as it seems. There are various methods you can utilize and different approaches you can opt for to reach out to customers. However, there’s no one-size-fits-all when it comes to marketing. That’s why it’s important to plan carefully and develop a strategy that will tailor to both your business and your customer needs.