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The world of eCommerce has forever been changed by the COVID-19 pandemic, which has swept the globe. Online retailing is one of the only industries in the world which has actually seen significant growth due to the pandemic.
In fact, many eCommerce businesses have reported Black Friday-like sales for every day during hard lockdowns. With higher traffic, conversions, and sales, eCommerce stores are having to grow their operations and streamline their processes rapidly.
Non-online retailers are having to look at pivoting their business completely and having to expand into the eCommerce space. So, whether you are an existing eCommerce store, looking to pivot your brick-and-mortar business, or looking to kickstart your online empire, we took a look at a few strategies you will need to get your business to where it should be.
1. Strategize Your Social Media Posts
Don’t just go into social media blind. Start with a plan, content strategy, and calendar to make sure you are getting the right content seen by the right audiences.
We highly advise that you spend some time researching and understanding your customer and audience. Each platform is different too and will have different followers, who might have different demographics, interests, and behaviors.
TikTok is generally a younger audience looking to be entertained. Facebook has a much bigger demographic, and users could possibly be looking for educational content and to be informed on the platform. Instagram, on the other hand, tends to be a more visual platform. There is less content required, but more hashtags and keywords than Facebook.
It is also advisable to research the optimum time to post content on each platform. Each platform has its peak times of interest and traffic. The best time to post on Instagram might not, for example, be the same as Facebook. So, research it, and track the success of each posting time for your company.
This might seem incredibly resource-intensive, but luckily, there are a number of online tools that allow you to schedule content for the day across the platforms, which will be sent out at the allocated times.
It is also important to keep in mind that your content needs to be uniform across the platforms. Keep themes uniform for the week, and keep your content similar, simply altering the formatting and post structure according to the platform.
2. Launch an App to Increase Conversion Rates
Apps not only enhance engagement with your customers but significantly increase the conversion rates and lower cart abandonment. Once a customer downloads the app and enters their details and information, they will not need to do it again. One of the biggest reasons for cart abandonment is due to the lengthy processes of filling out endless forms.
Customers simply do not want to re-fill out lengthy forms on sites or have to create profiles more than once. In fact, should the customer be able to go through the full sales funnel in two easy steps, cart abandonment is significantly lowered, and conversion rates are increased.
So, should you be launching your new site soon, try and launch an app at the same time to promote customer loyalty. Incentivize your customers to download the app and create a profile with discounts, free delivery, or special offers. You can then make use of push notifications to engage your customer and to encourage them to visit and convert again.
Make sure you keep the push notifications and engagement at a minimum, however. Too many interactions will lead to the customer disabling the service and not checking the app frequently.
An app might seem like a resource-heavy initiative, especially if you are just launching your website and spending money on that. However, the ROI, in the long run, is absolutely worth it, and if you are smart about it, you can make use of current software and mobile app platforms to help you create the app.
You will not need to create it from scratch but can rather make use of generic templates and kick it off from there. If you see it being a success, you can shift to a fully developed app.
3. Create Content to be Seen
Content is one of the key marketing strategies for digital marketers globally. Not only is it vital to heighten your SEO, but it gives your brand a sense of authority.
Your content will need to be informative, educational, empowering, and entertaining for your customer. Provide them with information that they can actually use that is associated with your brand. Take, for example, online pet food and accessory retailer. Informative posts like ‘5 Foods Not to Feed your Dog’ or ‘4 Signs to Watch Out for in Your Cat’ will be the kind of topics that your customer will want to read about.
Not only that, by using the right keywords, you can ensure that your highly researched and informative blog will pop up first when they Google this. You can then add in CTAs to your products (some that just happen to be on special that week) and heighten your conversion rates that way.
Next, get your content out there. Share it over all your socials, send it to your database in emails and send it to affiliate sites. Not only can you make use of influencers and micro-influencers to collaborate on content, but you can send it to other sites.
Link-building is a key SEO strategy used by marketers to get their site ranked higher. Google will regularly scrape your site, picking up keywords, but they also scrape other sites, looking for who they are linking to. If you are building links with an authoritative site, Google will rank you higher on search. Remember though. It is quality over quantity, so make sure you do some research into your affiliate partners first.
4. Measure, Monitor, and Test
Many marketers overlook this vital process, and we cannot stress how important this is for your marketing strategy. When you send out emails or share your content on social media, you will have to measure how successful the efforts were.
Luckily, the social and mailing platforms provide you with insights into the reach, click-through rates, and open rates of the emails and posts. But, you can also check this on your site through Google Analytics. You can monitor how much traffic is actually driven to your site from the emails or social posts and watch how the traffic behaves on your site. You can watch the bounce rate, the paths taken, as well as your conversion rates for each effort.
This will help you plan your future content. By simply knowing how much traffic each post drove through, you can work out what is appealing to your customers and audience, and plot the future path of your content.
Throughout your entire marketing strategy, it is vital to keep the customer journey in mind at all times. Your brand will need to be reflected and conveyed through each touchpoint. Whether your customer is entering from Facebook or reading your blog through emails, make sure that each point is enhanced to surprise and delight your customer. Having a standard tone and brand will allow a customer to easily identify you, and allowing a customer to engage at every stage will heighten your conversion rates.