COVID-19 changed the way businesses do business and shoppers do their shopping. Due to the lockdowns and social distancing measures in place, people are doing most of their tasks online, including both businesses and customers. As a result, digital shoppers in the US alone generated more than $370 billion in online sales last 2020. By 2024, experts predict the eCommerce sales of physical goods will reach $400 billion.
While this is good news for people with eCommerce stores, it also means businesses should work harder to stand out in a world where their competitors are going digital, too. This means more research, investing in a good marketing strategy for your eCommerce website, and more.
A lot can happen online in just a minute.
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Tech-savvy customers follow influencers on Instagram, click on Facebook ads, apply discount codes on Amazon, and more. They read reviews, window shop on online marketplaces, and spend more than a billion dollars online. If you miss a minute, you’ll miss tons of opportunities.
So, instead of being content with your current strategy, it’s important to stay updated on the latest marketing strategies.
eCommerce Strategies Worth Considering Today and Tomorrow
Thanks to the Internet, marketers have access to tools to connect with potential and existing customers. We’re talking about quality content that is unique, informative, and interesting, written to help customers make an informed purchasing decision. Businesses can also build their presence on multiple channels, including social media, digital messaging, and video platforms.
Machine learning is also in the mix as companies also use AI to identify their target audience. Let’s not forget influencer marketing and ad retargeting. All of these tools are within your reach; the question is will you use them?
Consider the following trends:
Quality Content is King
Consumers spend much of their day engaging with online content on different devices. This means that you must deliver quality content to attract their attention. Here are some ways quality content can drive traffic to your eCommerce website:
- Webinars and white papers. Informative content like e-books, white papers, or webinars can position your business as an authoritative source online. Send more traffic to your site by posting educational content and linking it to marketing emails or social media.
- Interactive content. Create a content strategy that matches your consumer to the right product. For example, if you are a skincare business, create an interactive quiz that recommends the appropriate products to clients. It’s useful and engaging. It also entices the visitor to stay longer on your website to explore the other pages.
- People want to hear from other people.
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A basic product description and some images can tell them much about the product, but they want to know what others think. Help a customer visualize the use of your products by having other clients talk about your business via testimonials.
Personalization Is the New Standard
The streaming service Netflix set high standards when it comes to personalization. The streaming giant is known for its tailored recommendations, thanks to its careful algorithms. Viewers are encouraged to watch more shows since Netflix recommends to them shows that are similar to the ones they like. So, if they like Resident Evil movies, they’ll get more Resident Evil movies or films just like it.
Personalization is all about delivering a customized customer experience. To do this, you must have a thorough understanding of your audience. Know what they like by tracking their individual and general data. You can also monitor where your site traffic comes from and offer language and currency options. Online retail store SHEIN does this. The currency for the store changes, depending on where you are accessing the website.
Some ways to personalize your customer’s experience include:
- Providing product recommendations directly on the site
- Using their name in the subject line and email body
- Sending them birthday promotional offers
- Sending a message to customers that you haven’t engaged with lately
- Acknowledging loyal customers with surprise rewards
Influencer Collaborations Are Important
Whether they post on Instagram or upload videos on YouTube, influencers come with huge followings. They cultivate these people by talking about relevant topics or staying on top of trends. An influencer with a developed relationship with their followers can use their reach to promote your business.
For example, food brands like HelloFresh partner with influencers specializing in lifestyle and parenting content. Influencers associated with these brands post recipes, blog posts, and videos to increase the brand’s awareness.
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If you’re considering this option, work with an influencer aligned with your goals and target audience.
The pandemic has forced many people to do their business and shopping online. So, if your customers are online, so should you. Consider these trends to improve your eCommerce strategy.