Strategic Marketing Advice for E-Commerce Businesses
Consumers of good and services bought online not only have options on what to buy—but have more than enough choices on which site to buy them from. In such as a crowded market such as e-commerce, businesses must navigate a complex landscape to effectively market their products and services.
In addition to providing accounting services to our e-commerce clients, Certum Solutions also advises clients in a number of areas to help them grow their companies, including compensation, capacity and a number of other services. One of these advisory areas is marketing.
Here are X essential marketing strategies for your consideration. However, keep in mind marketing is not a one-size-fits-all science; a lot of your marketing efforts will depend on the kind of products and services you sell.
1. Develop a Strong Brand Identity
A robust brand identity sets the foundation for all marketing efforts.
You’ll want to create a unique brand. A consistent, yet distinctive brand helps to build an identity that is easily recognizable. You’ll also want to create a visual identity that is consistent, at least when you start out. You can change your design elements as you progress on your sales journey, but you should pay attention to how your logo, color scheme, and typography reinforces your brand’s recognition.
2. Optimize Your Website for UX and SEO
The bottom line is to drive more traffic to your website; after all, if you don’t have traffic, you won’t have buyers. Think about:
A great user experience (UX): Make your website user-friendly, responsive (for mobile and tablet), and a site that loads quickly. Don’t bog down your site with lots of large images and animation.
Search Engine Optimization (SEO): Implement keyword research and quality content creation to improve search engine rankings. And you don’t have to be a super technical person to figure this out. Today, most content management systems such as WordPress have built-in SEO packages such as Yoast. Ask your web provider or do the research to find one that is easy to use.
Dollar Shave Club’s website is a good example because the website features intuitive navigation, clear calls to action, and fast load times. They also employ strong SEO strategies, with targeted keywords and high-quality content that rank well on search engines. This has helped them attract and convert visitors effectively, driving substantial growth in their subscriber base.
3. Leverage Social Media Marketing
Social media offers a lot of potential for reaching and engaging with customers, prospects, and people who didn’t even know they were interested in you. Several pointers here include the following:
Find the best platform for you: There are a lot to choose from, so align yourself with the one that makes the most sense. If you’re appealing to an older audience, LinkedIn and Facebook might be good, but if you want to capture a Gen Z, look at TikTok and Instagram.
Create engaging content: Don’t make it all about “you.” Instead, provide a mix of articles, user-generated content, and interactive elements.
Actively engage with your audiences: Regularly interact with followers by responding to comments and messages. Social media followers can spot a bot a mile away; be human.
Glossier, a beauty brand, leverages social media to its benefit by focusing on platforms such as Instagram, where their target audience of millennials and Gen Z is highly active. Glossier encourages user-generated content, featuring customer photos and reviews to build community and trust.
4. By all Means, Use Email Marketing
Is email dead? No, we say. Used effective, email marketing drives sales and retains customers.
For starters, grow your email list through opt-in forms, social media campaigns, and special offers. Then segment your audience with personalize emails based on your audience’s behavior and preferences. Craft compelling campaigns by creating email campaigns with exclusive discounts, product recommendations, and informative content.
Email marketing doesn’t have to be costly. With services such as Mailchimp and Constant Contact, you’ll pay a flat monthly fee that is scaled depending on the number of emails you’re sending each month.
Patagonia, an outdoor apparel company, segments their email list to send personalized content, such as product recommendations based on past purchases. Their emails often highlight their commitment to sustainability, resonating with their environmentally conscious audience. This targeted approach has led to high engagement rates and strong customer loyalty.
5. Implement Content Marketing
Content is king, right? Take a look at our own blog to see for yourself. Content marketing is essential for setting yourself up as an expert and driving organic traffic, or visitors who are searching for something you offer. Consider these two tips:
Create valuable content: Write blog posts, how-to guides, and videos that address the needs and interests of your target audience.
Educational content: Provide solutions to common problems, positioning your company an industry expert. For example, Certum Solutions provides QuickBooks consulting, so from time to time, we advise our clients of new features.
Our last example is about REI, a retailer specializing in outdoor gear. REI uses content marketing to engage their audience. For example, take a look at their blog, “Uncommon Path,” which offers information on outdoor activities, gear advice, and environmental issues. This content drives traffic to their website and also establishes REI as a trusted authority in the outdoor industry.
Find Your Voice
Effective marketing for e-commerce businesses involves a multi-faceted approach, encompassing brand development, website optimization, social media engagement, email marketing, content creation, and much more.
One of Certum Solutions’ newest service offerings is providing marketing consulting for e-commerce businesses. Check it out for more information and reach out to us to schedule a free consultation. Good luck!