Marketing an eCommerce store can be one of the most difficult challenges for any marketer. With how competitive every industry can be, knowing how to approach this can be a headache, especially if you’re looking to invest a bunch of time and money into your efforts. However, with the right foundation in place, this will not only be easy but lead you to generate more income in no time. That’s why I’m giving you a few helpful tips on how to get started. Check them out below.
Master Your Process
Before you start thinking about your inbound or outbound strategies, one of the first things you need to establish is your process. From being able to track epacket deliveries to using customer service chatbots, every interaction between your shop and the customer needs to be covered. Because while these little things may seem like “fix it later” type problems, they’re actually some of the most important if you’re looking to get your marketing right.
Look at the different sections of your store, including what’s in place to handle support as well as customer questions. As noted by Help Scout, it’s 6 to 7 times more expensive to acquire a new customer than to keep your current ones, so keep these aspects in mind as your deciding what’s necessary for your store. Regarding the cost of support, calculate it as a total investment over time that’ll help with both savings and retention. Because although you can put forth as much as you’d like towards marketing, that cost is incomplete without having the right support around it. Take the time to build out a solid foundation for support, as this will save you quite a bit in the long run.
Invest In Quality Branding
Once you’ve got your support systems in place, it’s time to start looking at forming a solid brand. As this is going to be the image that will represent your company everywhere, this is crucial to get right. Especially with how competitive eCommerce can be, it’s imperative you get on what your brand will look like and how you’re going to form it ASAP.
When deciding on the different aspects of your brand, try and formulate a personality around this, including what type of identity this brand would have. How would their voice sound? What type of clothes would they wear? Focus these aspects into what sort of resources you might want to include such as typefaces and colors because as noted by LucidPress, color alone increases brand recognition by up to 80 percent.
Additionally, it’s never a bad idea to look at some examples as to how other brands do it. For example, the vape company Juul utilizes narrow typefaces and rich colors to accentuate their different flavors. All-in-all, looking at examples like this will not only provide you with a better brand overall, and one that you can feel comfortable with moving forward.
Get Social With It
After all your preliminary materials are settled, it’s time to start thinking about how you’re going to be promoting this thing, with social media being a primary channel. According to HootSuite, approximately 83 percent of Americans currently have a social media account, which is an enormous demographic to try and tackle. However, perhaps the beauty of social is its ability to do specific targeting, which will be incredibly beneficial to your eCommerce shop.
To begin, start looking at who your current competition is, as well as these communities are the most engaging. Additionally, try to formulate campaigns based on similar themes to what you’ve seen be successful before. For example, if you have a video lookbook you’re looking to release, then perhaps seeing how the independent film People You May Know did their social media marketing might be a good route to go.
The goal for social media is for you to start engaging with your customer base as much as possible with the hope of formulating a solid community, so make that your primary mission off the bat. Think of this is as a medium where you’re handling product news, support, and any other publically facing references out. Consistency is going to be the ‘key’ here, so make sure you have all the parts in place to truly tackle every aspect of social media head on.
Finally, learn how to embrace social as a means of bringing about more people to your community. After all, there’s strength in numbers, which should be noted as the best way to build up your brand is to get people talking about it. Who knows? Maybe this will be your ticket to becoming a household name.
What are you most excited about in getting started with your marketing plans? Comment with your insights below!