You are probably looking at the godfathers of E-commerce and wondering if you will make it.
It’s 2020, everyone and their mother owns a store online.
Maybe their site sells out and your inventory hasn’t moved an inch.
But don’t give up just yet, Amazon and eBay have been doing this for many years, and am here to share their secrets.
What is Ecommerce Marketing?
Ecommerce marketing is the practice of using promotional tactics to drive traffic to your online store, converting that traffic into paying customers and retaining those customers post-purchase (Links to an external site.). The definition alone, has me wanting to open up a store. You get to save money because let’s be honest brick and mortar stores are expensive. They are outdated and the worst part, the customers are too busy to drive to your store.
Keys to a Successful Website
Why? It’s convenient, Walmart and Publix are now delivering, because am not and you are not driving to the store. We can find everything online, ok, I shouldn’t have said that. Because you are now re-thinking your e-commerce website, why would you want one? If everyone has one, it wouldn’t be profitable or worth it. I am here to tell you that, you can still have a successful business.
Here are a few strategies, that will work in 2020 and beyond.
Search Bar (Links to an external site.): Last year, I tried to purchase an item, I had seen on an Instagram influencer. I clicked on the link, that took me straight to the website. Great, right? quick and easy. I looked everywhere from top to bottom, they did not have a search button. They probably thought it was good business, customers should scroll through everything. That does not guarantee multiple purchases, I logged off the website. So, make sure, you have a search button. You want the customer experience to be fast, easy and flawless.
Customer service: Talk to your customers and fix the problem as soon as possible. I once worked with a guy and every one of his employees had access to the company’s social media. It is everyone’s responsibility to post, comment and reply to every comment, daily. This brings me to my next point.
Social Media: Your company should be visible on social media channels. You want to be seen and social media is easy and inexpensive. You can share the responsibilities with your employees. Check out my other posts, for more on social media and influencer marketing.
Advertisement: it’s free! If it’s not in the budget, do it for free. Instagram, Facebook, and YouTube are free platforms unless you choose to pay and expose yourself to a larger audience. You can also collaborate with people in your industry, they can post about your products on their pages and vice- versa.
Partnerships: You can advertise your brand, by forming partnerships, with other brands. Make a product together or charity event and get exposure to the other brand’s customers. McDonald’s (Links to an external site.) and Burger king worked on a campaign to help raise money for children with cancer.
Influencer Partnerships: You can work with micro-influencers, they have a small following and they may require a small fee or something non-monetary in exchange. They want exposure just as much as you do. They are willing to work with a smaller brand and they can make amazing content that drives traffic to your store. Check out this article by Florian Gramshammer (Links to an external site.) why the case for Micro-Influencer Partnerships is getting stronger.
To be successful, you want to look at your competitors and learn from them. You also want to look at the people, who have tried and failed, this will help your marketing strategy. You should have an understanding of your customers, then tailor your services to their needs. Take some time and look at some businesses like fashion nova and Gym Shark, who have grown their audience and sales in the last few years.