Essential Steps for Creating an E-commerce Brand That Will Thrive
Just like the world was once dominated by brick-and-mortar stores, the modern day is brimming with online businesses selling either only online, or predominantly so. The buying habits of modern ladies and gents have changed significantly to introduce greater convenience and time-saving options, and what better way to simplify the shopping experience than to move it online?
To that end, a growing number of brands are turning digital, and new ones keep sprouting as well, hence the need to differentiate yourself from the crowd and help your business thrive in this competitive ecosystem.
Tap into the influencer sphere
One of the key advantages of online shopping is unlimited access to genuine feedback from your previous customers. This enables a word-of-mouth campaign that develops itself over time when you truly provide an outstanding product. However, the number of people that will see these comments will be limited to the friends and family of each individual customer. So, what about the people on social media who are followed by literally millions of people from all over the globe?
The biggest brands aim for celebrities who are seen in their gear all the time, and the magazines together with their social media pages are filled with them boasting these brands – even without a single word of encouragement, they are selling a product. Reach out to a network of influencers that are followed by your target demographic and see if you can build a long-term collaboration with them. Ultimately, this will lead to more awareness and engagement than all your other marketing efforts combined.
Understand your target customers
If you’ve heard there’s tons of traction around Pinterest, and you choose to invest heavily into this particular platform to get your brand in front of more people, will it yield better conversion rates? Not necessarily. First, you need to understand your customers and their preferences to choose where you’ll make your brand more visible and how to approach your audience.
Doing research on your ideal customer and performing customer analytics to understand where the majority of your site traffic and converted buys come from are just some of many strategies to help you delve deeper into the matter.
Develop and present your edge
Since every brand exists to solve a particular problem in a unique manner, there should be a clear distinction between you and the rest of your competition. Defining this feature that makes you stand out is the first step towards greater recognition, while the way you position yourself and that key difference will, in turn, lead to more sales and more loyal customers.
In addition to your mission and vision statement, there are so many other segments of your brand development that need to be dealt with for the sake of your success. Many companies have trouble with this particular area of business development, so you can partner up with an agency and create a brand strategy with Melbourne experts by your side, to ensure maximum efficiency and pick the most suitable tactics for your company and your budget.
Create a simple, but vibrant UX
Minimalism has taken over the e-commerce world by storm by imposing new expectations on brands that sell online. For the sake of saving time and easier engagement, people are prone to pick web vendors who provide a sleek, user-friendly experience that doesn’t resort to pompous methods such as too much content on the home page, or too many menu options.
It doesn’t end online, though, so you should also consider adapting your entire customer journey to make your potential buyers feel special and appreciated. Anything from personalized notes attached to your product to invitations to send a review, gift cards and coupons can make a huge difference. It may not take too much effort on your end, but each of your customers will sure get attached to your brand much more easily if you keep things personal, yet clear and simple.
Even though it’s crucial to own and constantly update your website, a brand comes to life on social platforms more than anywhere else. However, what many companies get wrong is that they stick to paid ads alone, and while these may be useful to an extent, the modern customer doesn’t appreciate being bombarded by paid content.
Instead, well-tailored posts, engaging imagery and blogs, as well as fun contests that focus on your audience are all examples of stellar social strategizing. Encourage your customers to leave reviews, don’t ignore negative feedback, and do your best to keep the conversation going – this is where most of their shopping decisions happen, well before they head to your website and click “add to cart”.
Dan Radak is a marketing professional with eleven years of experience. He is a coauthor on several websites and regular contributor to BizzMark Blog. Currently, he is working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies.