These days, it’s the eCommerce that rules the world. People across the globe prefer online shopping, which is precisely why there are new eCommerce brands emerging every single day. That said, in this oversaturated market, it’s crucial that you utilize various promotional tactics online in order to draw attention to your particular brand and make it stand out from the competition while catering to your target audience. Don’t think that the great quality of the products you’re selling is going to be enough to make a recognizable name out of your business. Think of it what you will, but on top of the said quality, it’s the ways you promote your eCommerce brand online that can make or break your business.
1. Your Website is the Focus of Your Brand
As an eCommerce business, you have to rely on your website to make sales. In that respect, it’s crucial that you create a website that represents your brand well and caters to the demanding audience. For starters, the colors, fonts, and graphics you use should be cohesive throughout the different pages of your website as this is how you incorporate your branding into this online business card.
Aside from the overall look of your eCommerce website, it’s absolutely essential that it functions properly. Basically, the users should be able to find the information and pages they’re looking for with ease. In that sense, navigation has to be intuitive and user-friendly. What’s more, the loading speed has to be fast enough – no more than 3 seconds. Make sure that your website is safe and secure, with renowned and recognizable payment options.
Finally, it’s necessary to optimize your website in order to boost your organic traffic. If you have no knowledge of website optimization, it would be smart to invest in a specialist who can craft adequate content that effectively features the main keywords you wish to rank for in the search results. Remember, it’s not just your home, contact, and about pages that need content; your product pages need detailed descriptions as well.
2. Constant Social Media Activity
In this day and age, social media channels are be-all-end-all of online brand promotion. You don’t have to create accounts on every single social media platform out there. Use analytics and data to learn what social media channels your target audience uses the most and focus your efforts on those channels.
Obviously, you should post fun and engaging content regularly that can immerse your audience into your offers and your brand story. But that’s not all. Social media activity means that you need to connect with your followers. Comment, reply on messages, tag, use hashtags, like, retweet, heart, and so on in order to bring your brand closer to your market. Most importantly, while it’s necessary to stay true to your brand’s tone and image, it’s also paramount that you remain respectful and kind in your activity at all times.
Image source: Rawpixel.com
3. Quality Photos Are a Must
From social media to your website and blog, the images you decide to use have to be top-quality and a proper representation of your brand. Modern audiences value the visual impact a lot, which means that your images have to be enticing and unique. Let’s say that your goal is to promote your business as one of the new fashion brands; it’s imperative that you have enough high-quality images of the stuff you’re selling from different angles and people wearing them to spark interest. On the other hand, if you specialize in selling tools and gadgets, detailed images that show step-by-step instructions or even videos featuring the entire process are a must-have to give your brand the spotlight it deserves.
4. PPC Advertising Is Worth It
PPC, which is short for pay-per-click, is a very effective form of online marketing today as it allows the brand to place their ads directly in front of their target audience and only pay for the number of clicks they got on this ad; hence the name PPC.
Google AdWords is the most popular type of software for PPC and for a good reason. Thanks to this software, you can choose specific keywords to use for the ad as well as customize and narrow down your demographics so that the ads don’t show up in front of people who aren’t your target market. This practice saves you money while letting you focus only on your potential customers.
The best thing about PPC marketing is that it allows you to perform constant analysis of your campaign’s effectiveness and response. And when you link your Google Analytics with AdWords, you instantly get to see and measure customer’s activity once they click on your Google ad.
5. Utilize Influencer Marketing
There are many different forms of online marketing nowadays. Email, content, previously mentioned PPC marketing, and so on are some of the main strategies to make the most out of in this day and age. But if you’re looking for that extra push for your brand awareness, you really can’t go wrong with utilizing influencer marketing.
Essentially, you send your products to the influencer(s) and have them review the products, be it on their blog, YouTube, TikTok, other social media, etc. Of course, research is necessary in this case as well, as you need to reach out to influencers that align with your brand values. More importantly, the target audience of the influencers should match your own target audience. Many brands have managed to turn the tables and launch themselves into the very center of their market attention thanks to influencer marketing.
It’s a scary world out there for a new eCommerce brand but with consistency, patience, and effective promotional strategies, nothing is impossible. There’s no need to try doing everything at once though; start slowly but surely and expand your efforts as your brand grows.
Eve Anderson is a marketing specialist turned blogger. Interested in sports and exciting travel destinations. Love to share content that can inform people.