A goal without a plan is just a wish, and the goal of a successful eCommerce marketing strategy takes careful planning and execution. Haphazardly applying random ideas to your online store and expecting results is wishful thinking. ECommerce is more than just having a product to sell; eCommerce is taking methodical steps to create a brand and respond to customers’ needs.
eCommerce marketing strategy: branding
Highlighting something that sets your product or business apart, that makes it special, is the first step in branding. Since the customer is your audience, your brand needs to resonate with them by solving a problem, answering a question, or just entertaining them. A related logo will make your business easily recognizable, and can be anything from a cartoon drawing to a photo of someone using your product to a graphically designed word. For consistency, choose one logo and use it across all social media platforms, on every page of your business website, in all email correspondences, and even on your product.
eCommerce marketing strategy: personalizing
In the digital arena the customer is queen or king, and your eCommerce business is a royal advisor hoping to keep their attention. Studies show that consumers are looking for personalized promotions, such as sales and discounts on products they have shown a preference for. This practice can be applied to retarget prospects who have visited your site, as well as returning customers, through social and email. A blog or forum on your website can add original content about topics that interest and inform your customers, setting you apart as an expert and influencer, and giving readers a reason to come back for more.
An eCommerce marketing strategy is a systematic plan to apply branding and personalizing techniques to your business within the digital universe. Most people don’t plan to fail, they fail to plan. By executing these techniques, you’re already one step ahead of them.
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