As a dynamic sector, eCommerce provides a gateway for newcomers to enter the business world and offers existing brands opportunities for growth.
In 2023, eCommerce sales are expected to grow by 10.4%, indicating rising competition that demands innovative ways to stand out. This is where essential marketing concepts like creating a unique brand voice, leveraging content and email marketing, and setting up successfully targeted campaigns come into play.
In this blog post, we will explore effective eCommerce digital marketing strategies, accompanied by relevant examples. Consider these strategies as a source of inspiration for your brand, helping you gain a competitive edge in the market. Let’s get started!
1.Leverage the Power of Email Marketing
77% of marketers have witnessed an increase in email engagement over the past 12 months. The stat says email marketing is still one of the most effective promotional techniques, offering high ROI and engagement.
While you don’t necessarily need to send weekly or daily emails to the users, you may want to send emails to offer discount coupons or to welcome new users. Let’s look at a few ways to improve your email campaigns.
- Send Appealing Welcome Emails:
Send appealing welcome emails to introduce your brand or a new segment of your brand’s products to the users.
Showcase your best-selling products and hook customers by offering discounts and deals on festivals or holidays.
- Send Personalized Emails:
Send customized emails offering product recommendations, cart reminders, and other new brand updates.
- Leverage Referral Emailing Programs:
Attract more customers with your referral emailing programs personalized for existing and new customers, which builds audience loyalty and trust.
Before implementing these strategies, check out our blog post diving deep into the realms of email marketing.
Speaking of marketing practices, let’s look at an example by Grammarly, which is among the brands that love email marketing.
Grammarly has a solid reputation for executing successful email campaigns, and a notable example is its enticing email sent to free users to convince them to upgrade to a premium subscription.
When presenting an offer, always remember to clearly emphasize the benefits the potential buyer will get just like Grammarly does.
2.Rethink Content Marketing
Content marketing is certainly a concept that has been introduced previously. It has been a great strategy to increase eCommerce return on investment (ROI) for the past few years. However, it is expected to be leveraged in different and more optimized ways today.
- Curate Rather than Create:
Unfortunately, creating original content isn’t a sure-shot way to stand out. Curating content from reliable sources and people is your way to build credibility. Many social media strategies for eCommerce include incorporating video content and making content SEO-friendly. However, curating content fosters relatability rather than originality, which is an essential ingredient for customer trust in the long run.
- Create Humanized Content:
Users, at the end of the day, are people. So, you need to create humanized content for users to connect. One way to do so is by creating customer personas that align with your brand.
- Diversify Content Types:
This year is all about diversification. By diversifying, we don’t just mean content-wise. Of course, dive into different types of content like video, audio, short-form videos, etc.
The brand executes the most tried and tested strategy in blogging. They interview their customers with interesting stories and offer practical advice to readers in the form of blog posts.
As seen in the picture above, the content doesn’t try to sell its products to its users but offers insights on bettering their sleep along with other informative content.
3.Utilize UGC (User-Generated Content) for High Engagement
Using the content from your customers does wonders for your brand. It builds social proof for your brand while also generating content. Several content marketing agencies may also help you figure out ways to use user-generated content in a creative manner.
Feel free to use the information your customers give you, whether direct or indirect. You’ll find this information from your branded community on numerous platforms like Facebook communities, Instagram polls, Slack, and other media.
Testimonials and customer feedback forms are fantastic ways to gather content from our valued customers. If you find yourself needing more content, here are a few simple steps you can take:
- Request Customers to Share Reviews:
Request customers to share product reviews through videos or pictures of your products. You can then use this information in your ads and email marketing campaigns. Encourage them to use your brand name and hashtags when posting anything about your product.
- Make the Most of Hashtags:
Use hashtags for your product names, and insist your customers use them when posting product reviews.
Launch a competition wherein you ask the customers to share their product reviews, and the most creative review may win a gift or a hamper.
Let’s look at a successful example by a jewelry brand, Pura, and learn from the brand how to benefit from user-generated content:
Pura Vida leverages UGC requests through hashtag #puravidabracelets to keep their shoppers connected to the brand. Buyers who use this hashtag stand a chance to get featured on their official social media page, hence building a community of loyal customer base. Plus, the hashtag had a discount
code that greatly retains customers.
4.Embrace the Dynamicity of Omnichannel Marketing
Omnichannel marketing has gradually replaced multichannel marketing and is bound to continue replacing it even today. However, don’t underestimate the power of using the right platform for your strategy.
It enables your business to integrate all available platforms, channels, and devices. So in simple terms, you exist wherever your customers are—online or offline.
For example, Disney sets the bar high in omnichannel marketing. Once a visitor reaches the park, they can figure out rides and attractions with wait times for popular rides. With a magic band, they can even unlock hotel rooms, enter the parks, and charge food or other goodies for their room; the app is effortless to use and covers every aspect.
While we enlist proven eCommerce strategies and examples, you’re the best judge when devising one for your brand! At the end of the day, your goal is to offer a seamless shopping experience to your customers. To analyze your customer profile and set the most suitable eCommerce marketing strategies, we suggest getting in touch with eCommerce agencies. They can help ensure a smooth journey towards reaching new heights.