eCommerce Marketing Strategies to Build Brand Awareness
The biggest challenge for any new online startup shop building brand awareness, these eCommerce marketing strategies are the best way to increase it quickly.
Image by Freepik
When much of the world fell into lockdown in March 2020, many businesses had to shut down temporarily. Today, although some countries have less stringent restrictions, the future remains unclear. Companies resuming operations must impose rules such as physical distancing, wearing of face masks, and a limited number of customers who can visit a store, office, or commercial establishment at once.
The post-pandemic landscape resulted in changes in lifestyles and consumer behaviors. People work from home and still avoid indoor settings like restaurants and shopping malls. As traditional shopping becomes challenging—or even frightening for health reasons—consumers are more likely to shop online.
eCommerce has made buying more convenient for consumers and selling easier for business owners. However, even though the potential of eCommerce seems unmatched, things aren’t always rosy.
Most businesses have turned to digital platforms, making eCommerce one of the most competitive industries. Hence, variations in several parameters—costs, service, supply chain operations, etc.—can cause a significant difference for customers.
Suppose one of your competitors partnered with a delivery app. Such a strategy may allow the competing company to acquire a larger market share even if your prices or products are better.
If your eCommerce marketing strategy is not working or you have yet to start one, now is the time to focus on it. By becoming more knowledgeable about eCommerce techniques, capabilities, and best practices, you can position your business for success.
How Branding Influences eCommerce Marketing
Much like traditional commerce, branding is also vital in eCommerce. You can create a unique personality for your business that sets you apart from the fierce competition through branding. Your brand, however, does not consist of your name, logo, and products alone.
Brand identity is the continuous process of fostering relationships through trust and positive emotions to satisfy clients regarding your goods or services and overall customer experience. The ultimate goal is to stand out in the crowd.
The better you brand your business, the closer to success it is. Here, you’ll find the top eCommerce marketing strategies to make your brand more trustworthy, credible, and professional.
1. Invest in influencer marketing
If you can’t compete with big corporations that spend a lot of money on advertising, you could try alternative techniques to get your brand out there.
One strategy is influencer marketing. Several eCommerce firms are turning to “influencers” or social media users with a high following count or subscribers to promote their brands and increase conversions. Influencers have that distinction because they affect their audiences’ lifestyles, including consuming behaviors.
For example, if you have a skincare brand, you could have a well-known beauty influencer test your product and share their thoughts with their audiences. This feedback sharing may generate a buzz about your product within your target community.
One concern with this strategy is that most eCommerce businesses do not have the budget to collaborate with the likes of Kim Kardashian, who can create instant chatter with her millions of followers. In this case, it’s best to work with micro-influencers with more targeted audiences.
As a small business employing this marketing strategy, you are responsible for choosing the right influencers, managing communications, ensuring they create the content you pay for, and tracking the campaign performance. Fortunately, influencer marketing tools are available, simplifying the process by bringing the influencers to you.
2. Boost your social media marketing
Given the significance of social media nowadays, it should be no surprise that it is now a robust marketing platform for all businesses. Brands now use a variety of social media campaigns to advertise their products.
Businesses can benefit significantly from social media marketing in different ways. Increased brand exposure is the first advantage worth mentioning. You risk losing a sizable audience of social media users who might be interested in your products or services if you solely market your company through your website and email newsletter.
In social media marketing, keeping a consistent voice and personality is crucial in influencing your audience to trust you. You only need to align your social marketing team with your company’s communication style to ensure that your outreach initiatives successfully establish and maintain brand recognition.
When publishing new posts, consider how many people are engaging with them. Your posts should be engaging, relevant, and interactive.
3. Take advantage of videos
One drawback of online shopping is that buyers cannot feel or touch the product to assess its quality before purchasing. This factor may contribute to consumers’ lack of confidence in rising eCommerce companies. Fortunately, you can easily solve this by giving your customers real videos of your products.
This strategy is also known as visual merchandising, wherein businesses use product videos to draw in customers. These videos can help customers understand your products better and, eventually, affect their purchase decisions.
Put yourself in your customers’ shoes and think about what queries they possibly have in mind. Answer these by creating high-quality product videos. You may also include a product review video by a well-known social media influencer to enhance engagement.
4. Establish an omnichannel approach
Every business aims to provide the most extraordinary customer experience possible, as this will define its long-term success.
In the past, customers would know exactly what they wanted and where to get it. Nowadays, consumers want to shop around through several channels first. A customer-centric omnichannel marketing approach is all you need to improve your customer’s experience with your business.
The term “omnichannel marketing” describes the eCommerce marketing strategy of providing customers with a seamless and integrated shopping experience across channels.
Whether a customer buys from your eCommerce store via mobile or desktop, the experience should be consistent. The most effective omnichannel marketing campaign enables you to provide customers with a seamless experience across offline and online channels.
Omnichannel marketing also aids in brand development and customer loyalty.
For your online business to be successful, it is crucial to stay up to date on the latest eCommerce marketing trends and strategies. It’s important to provide your target market with relevant, engaging, and valuable content about your products and services.
As you reach out to your customers, ensure you’re working with a team of professionals with diverse skill sets. If you pay attention to everyone’s suggestions, you might discover fresh approaches to enhancing your current outreach initiatives.
Lastly, watch your website analytics to see patterns, optimize your site, and track your progress.