When a business exists primarily online, it is important to become familiar with the most recent marketing strategies that can help grow that business. Ecommerce is a massive industry, and competition can be fierce since anyone can open up a business to disrupt the status quo.
For this reason, ensuring that marketing strategies are effective in acquiring new customers and growing the brand is essential. Always remember that there is someone else trying to do exactly what you’re doing in the world of ecommerce marketing, and if you don’t try to gain an edge on them, they may leave you in the dust.
Try Marketing At Every Level
Ecommerce marketing is a field that houses more than its fair share of experts you can regard to gain some insight into how you might reliably market a business. With so many people willing to share how they became successful ecommerce marketing strategists, you might think that ecommerce marketing strategy is simple. The fact of the matter is that people who have become successful enough to market their own ideas did so through perseverance, study of the market, and ingenious approaches to marketing that weren’t considered best practice at the time.
While many of these ecommerce marketing gurus did have to take serious risks to develop and implement the strategies that are currently considered some of the best, you don’t have to go to such extremes. Instead, look to successful online businesses to see how they approach marketing, and see if there is a way you can improve on it. For instance, a logo is one of the most important parts of any marketing effort because it's the first thing customers see when they go to a website. Distillers and craft beer marketers understand the power of a logo, and studying how they make the best use of their logos both digitally and physically can give you ideas for how to market any given brand differently.
When fulfilling orders for delivery, putting the company logo on everything from the packaging to the receipt can help connect the brand image to the product. Every interaction a business has with their customers is a marketing opportunity, no matter how insignificant it may seem. Social media presence and personalized emails are both fantastic ways to market to an audience in a more intimate environment than banner advertisements or SEO-driven marketing initiatives. These methods allow a business to develop a real relationship with the customer, improving customer retention and spurring digital growth for a business.
Encourage Great Leadership
A great ecommerce marketing strategy designed for digital growth requires good leadership to really be effective. Successful ecommerce leaders understand today’s expectations from customers and do everything in their power to ensure that the customer’s online experience goes flawlessly, whether it be through email, a website, or social media. This can be achieved by encouraging a marketing strategy that emphasizes AI-driven personalization for the customer during their visit to a business’s website.
Ecommerce managers oversee website design, research and development, project development, and presentation—all with the goal of encouraging digital growth. These managers are also often in charge of financial planning, budgeting, supervision, hiring, and training, making them one of the most important individuals in a company’s ability to develop a solid marketing strategy. Ecommerce managers are on the front lines of any marketing push dealing with both external and internal business, so hiring the best possible candidate for this leadership position is a good idea.
When leadership is subpar, a business can make many marketing mistakes that could potentially sink the company. If the website isn’t supported on multiple browsers and devices, or the overall performance of the website is lacking and leadership doesn’t prioritize fixing the issues, they don’t belong in the world of ecommerce to begin with. Strong leadership is essential to a business’s ability to perform efficiently and profitably, and good marketing strategies require someone at the helm who knows what they're doing.
Analytics Are Your Friend
Website analytics are an invaluable tool for ecommerce marketing efforts and can provide insights into how your strategy is performing. With website analytics, you can see in real time how your marketing efforts are impacting customers by tracking live traffic to and from your website. Analytics can also help you measure how effective other marketing efforts, such as blog posts and other social media presence, are by tracking brand mentions and allowing you to see what content is and isn’t working.
Analytics can also help you to measure how effectively you are reaching customers across multiple platforms and browsers. Omnichannel ecommerce marketing is incredibly important to the success of a business, and the data generated by the different ways your customers are accessing your content can be difficult to decipher. Analytics can help you to understand your true brand value, which allows you to allocate funds to where they will be most effective and appropriately leverage your presence online.
Real-time web analytics help businesses foster trust with their customers by helping provide nearly immediate personalization and support, and they also help companies analyze their customer’s behavior. These insights work to boost conversions and ensure that your business is taking full advantage of as much of its online presence as possible. Ultimately, analytics help you further understand how your business can be more effective while also showing you who your customer really is and how they prefer to interact with your business.
At the end of the day, there is no single right way to approach ecommerce marketing strategy. If you’re looking to spur digital growth, the best plan of action is exploring all of the marketing options you have available to you, making sure that you and your team of skilled marketers are properly managed by the right leadership, and implementing analytics to gain a better understanding of your customers.
What marketing strategies do you use for growth? Let us know in the comments!