Starting an eCommerce business is one thing, however building a sustainable long term business is something very different. Whilst the marketplaces offer a great route to market with low barriers to entry the most savvy eCommerce business owners know that longevity lies in marketing their own business.
Here are the top 5 marketing strategies that an eCommerce businesses should be using in 2021.
1. Website / Blog
The first stop for any eCommerce business is to have your own corner of the web. There are numerous reasons for this. Primarily for business longevity and protection as you can’t get kicked off of your own website, but also because your own website customers should not only be the most profitable but also the most loyal and likely to return as repeat customers.
For this reason having a website at least is the first stop for any business in 2021. Going one better than that is to have a blog on your website which is regularly updated. The content of the blog can be at your discretion, but it should be focused around the main keywords for your business and products.
This has the benefit of building a long term marketing strategy in the major search engines. Whilst results won’t be seen overnight, this is the foundation for the rest of your marketing channels. Creating a bank of quality written unique content is exactly what will help your website rank higher in organic search in the future.
2. Social Media Marketing
The next most obvious step is getting in front of your audience wherever that may be. In order to make social media an effective marketing strategy for you, you firstly need to know exactly who your target market and key demographics are which will help you decide which channels to focus on.
If you are selling to teenagers then TikTok is probably worth more of your time than Facebook, whereas if you are selling hobby or craft supplies then Facebook pages and groups would probably be your first starting place.
One of the biggest skills with social media marketing is how to put your business across authentically on the appropriate channel. This is a skill which you can either outsource or learn yourself by spending time using and learning how the different social media platforms work.
The importance of being on social media though is high. A recent report stated how customers want a more effortless shopping experience, which means shopping won’t necessarily be a dedicated internet activity, but something customers can do wherever they are online.
3. Email Marketing
Email marketing is not dead, if anything it has the potential to be one of your most powerful and profitable marketing strategies in your arsenal.
As part of your website and blogging strategy you should have the option to collect email addresses, as well as from those customers that opt-in at checkout.
The key to success with email marketing however is doing it intelligently. The beauty with email marketing is it allows you a communication avenue with buyers who have already trusted you and bought from you already. With their personal details already in hand you have the ability to contact them in a personalised manner. Coining the famous term ‘Me mail not email’
Nearly all email marketing software tools will these days allow you to segment your lists in a number of different ways.
For example if you were an electronics seller, you could segment your list by customers who had bought TV’s. With this information you would know it wouldn’t make sense to try and sell them another TV a week later. However they could be the perfect audience for sound bar.
Combining personalization and segmentation is a powerful strategy when used properly for eCommerce businesses.
4. Video Marketing
Finally, perhaps the most scary, but also the most impactful marketing strategy in this list, video marketing. Video is one of the most intimate ways of presenting your business to the world. It is also one of the most versatile elements as video’s you create can be featured on your website, across social media and in your emails too.
Video’s also have the added benefit of ‘stickiness’ meaning the longer a potential customer invests their time watching your content, the more likely they are to build trust with your business and eventually convert as a customer.
A common hesitation for business owners when it comes to creating video content is the creative ideas. If this is you, then check out this article on the 6 types of videos for an eCommerce business.
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