E-commerce sales are projected to grow to $ 476 billion by 2024. On the other hand, the value could be higher as sales jumped to $ 374 billion after the e-commerce explosion in 2020.
With growth like this, ecommerce stores have to work harder to stand out from the crowd, which requires unique and effective ecommerce marketing strategies.
Think about it. In a minute, savvy customers can access discount codes for apps, follow influencers on social platforms, click Facebook ads, read promotional emails, compare shopping markets, spend billions online, and much more.
Therefore, in order to grab the customer’s attention, marketers should take note of the trends and strategies in e-commerce marketing that are proven not only to grow in importance, but also to increase sales for businesses.
What are the ecommerce marketing strategies for 2021 and beyond?
The Internet offers marketers a variety of effective ways to connect with potential and existing customers. For example, high-quality, informative content can drive brand loyalty by helping customers make informed purchasing decisions.
In the end, omni-channel marketing can open up new communication channels between the company and its customers. The same goes for smart retargeting ads, influencer marketing, and the use of machine learning technologies to analyze data and make predictive decisions.
Here is a detailed rundown of some effective ecommerce marketing trends for 2021 and beyond.
The internet is content – from fun GIFs on Twitter to stunning articles and thought-provoking webinars. As a result, consumers spend more than a third of their day engaging with digital content on multiple devices.
How do you use content to your advantage?
Content marketing is about creating digital materials (e.g. videos, blog posts, GIFs, etc.) that attract, convert, and keep the target audience. This strategy informs potential customers about your services / products and establishes your brand as a thought leader in a particular topic.
The logic is simple: you provide your prospects with free, informative, problem-solving content that, in turn, makes you their thought leader. It also shows your expertise, which means that your products and services are the obvious alternative when your prospects can’t do their own thing. In addition, content creation gives you the opportunity to advertise your products / services free of charge.
So when you see ecommerce websites adding a blog section on their sites, opening a YouTube channel, and so on, they are trying to take advantage of these benefits.
Ideally, the content should be well researched, thorough, and helpful. Quality content includes:
- Proven content like testimonials and case studies
- Interactive content such as quizzes that you can use to tailor your potential customers to suitable products
- Informative content such as webinars, e-books and white papers
- Teaching content such as videos and blog posts
Applying content marketing to your business
Search engines love content. In fact, content is one of the top three ranking factors on Google. So if you are creating high quality content with a high search demand, i. Send traffic to your site and ii. Generate lead and demand for your products.
To do this, look for focus keywords with high search volume and develop content around them. Note that the term “high volume” is relative – while 1000 searches per month may be worthwhile for some people, others think such numbers are worthless.
Think of sentences here that describe your products. For example, yoga pants, yoga, or meditation for a yoga business, and beards or razors for a business that sells beard products. Next, use keyword analysis tools like Ahrefs, SEMrush, Ubbersuggest, and others to generate ideas for content, determine keyword difficulty, and keyword popularity / search volume.
Next, prioritize the ideas that need to be addressed first and create content around them. When generating the content, try to match the search intent as closely as possible. (To identify search intent, do a search on the subject or keywords and identify the content type, content format, and content angle of the top 10 ranking content on Google and other search engines.) Experts recommend not deviating from what works – at least not too far!
Also, create content that is better than what you already have. That said, better adjust the intent, add what’s missing, offer unique value, etc. Then edit the content, post it, and distribute it through email and social platforms that your target customers are often on are. Finally rinse and repeat.
Referral marketing is a powerful ecommerce marketing strategy, although it is underrated. You see, we are social beings who love to share experiences and to be part of or to identify with something. We want our loved ones to avoid terrible experiences and encourage others to support brands that have great experiences.
Therefore, to benefit from referral marketing, consider influencing the referral / word of mouth process through i. encourage more sharing and ii. Make sure the sharing is positive.
Applying Referral Marketing To Your Ecommerce Business
Set up a referral program by installing a referral program app or by having a software developer design ambassador software for your ecommerce website. In doing so, make sure that the program offers the right incentives.
For example, a discount coupon works for frequently used products, while cash incentives are great for a one-time purchase of a product / service. Next, promote your referral program extensively to your readers, email list, and social connections.
Alternatively, you can also work with influencers in your niche. That is, people with popular blogs, YouTube channels, or influential social media accounts who can effectively reach your target audience. For example, if you sell grocery products, consider partnering with influencers in any of the areas of parenting, nutrition, or lifestyle.
Satisfy yourself when working with influencers on platforms that your target customers are on. Ideally, choose nano-influencers and micro-influencers with direct contact with their followers. Yes, celebrities won’t do this!
Omni-Channel E-Commerce Marketing
While it’s okay to identify the channel with the highest ROI and maximize it, doing so will limit your chances of connecting with your customers. Omni-channel marketing is therefore a must.
When in doubt, an Adobe survey came to the following conclusion: 59% of consumers research and compare online shops on a marketplace before making a purchase. Meanwhile, 48% look at brand websites, 40% look at stores, 38% check out the reviews, 22% look at social network websites, and 19% look at video channels. You see, customers are already omnichannel, so ecommerce websites need to keep up.
Note that omni-channel marketing is not about being present on all marketing channels in place. No. It’s about focusing on marketing channels that your target audience is often on, maximizing your online visibility on these platforms, and creating opportunities to interact with your potential customers.
Applying Multi-Channel Marketing to Your Business
When you launch a product, work with influencers or use product demos on YouTube or Vimeo, email campaigns, and online ads. Assuming the consumer has clicked their way through your website, they should find helpful tips in a blog post, online chat to answer their questions, and video testimonials to clear their doubts.
This is just a suggestion, of course. To ensure cross-channel marketing is successful, strive to understand your target customers as thoroughly as possible. Use algorithms based on AI and machine learning to analyze consumer behavior data and predict group behavior.
Next, adapt advertising messages and product recommendations to each prospect. Note that 42% of consumers are upset when they receive irrelevant information and offers. Refer customers by name in their emails, send them promotional offers for birthdays and other special days, provide popups with relevant product recommendations that personalized emails, private chats or direct messages on social media should follow.
You can also confirm loyal customers with discount vouchers, intelligent retarget ads, personalized appreciation videos or social media shout-outs.
In summary, the e-commerce marketing strategies are extensive. It’s up to you to experiment and see what works for your ecommerce website. Unfortunately, experimenting can be hectic and time consuming. Hence a partner with an e-commerce marketing expert like WEBITMD. We focus on your marketing strategies so that you have time to focus on your core business.