There is no doubt that the internet has changed the way consumers shop. In fact, Nasdaq research estimates that 95 percent of all products will be purchased online by 2040. That means more businesses are adopting an e-commerce approach, and companies many of the competition will have to contend with the website.
For businesses that are already online, there are steps you can take now to start improving your website experience and building more customer loyalty. Here, eight business leaders from the Rolling Stone Culture Council each discuss one smart digital marketing strategy that e-commerce businesses can make to improve their success in the marketplace. who you are competing with and why they will help ensure your success now and in the future.
Use a Normal Tone in Texting Customers
Successful e-commerce companies use SMS to connect with customers, but often poorly. Impersonal, transactional texts are common, but an effective SMS needs a unique voice and quality. We encourage clients to use a familiar tone, giving clients insight into people and business processes. This builds a brand relationship and makes people’s names stand out from the competition. – Mike Donoghue, Subtext
Focus on UX and Search Engine Visibility
E-commerce businesses must improve their user experience and search engine visibility above all else. Work with native e-commerce (as opposed to iframe or third-party widgets) and SEO for product listings. Improving navigation and using keywords makes it easier for customers to find products, increase traffic, engagement and conversion rates, ultimately boosting your overall success. – Dan Serard, Cannabis Creative Group
Improve user-generated content
Optimize user-generated content (UGC) across marketing channels. Like customer reviews, photos and social media, UGC builds trust and credibility with potential customers. Seeing real customers using your products is more persuasive than traditional advertising, creating social feedback and social proof that drives sales and brand loyalty. – Kristin Marquet, Marquet Media, LLC
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Rely on Email Marketing
Email marketing is the only tried and true digital marketing method that a brand can truly master. You decide what gets in front of your audience’s eyes and when, and which call you want to influence. Of course, there is no reader-side control, but it can be more informative than other algorithm-driven digital marketing methods. Email is still working, and working fine. Stick to it! – Scott Curran, Beyond Advisers
Research Your Audience to Change Content
Another smart digital marketing step for e-commerce success is to deeply understand your target customers and tailor strategies accordingly. Research your market, analyze data and create customer personas. Use insight to create personalized content and offers tailored to each segment’s needs. Targeting the right audience with relevant messages improves engagement, conversions and loyalty. – Dylan Fusco, Cabinet
Build an Unforgettable Brand
Have a name that people know and remember. In the crowded e-commerce space, you need to stand out more than just the price or the hassle-free checkout. You need a reason for people to care, and in the age of performance marketing and programmatic marketing, and the most clicks, companies have forgotten that branding not only helps but lowers the overall cost of acquisition. customers and increase lifetime value. – Jason Peterson, GoDigital Media Group
Reconnect with Your Existing Customers
Avoid focusing solely on finding a new audience. It’s just as important to connect with your existing customers as it is to find new ones. Show that you value your loyal customers by highlighting user-generated content, comments and engagements, which are re-shared within and outside of your digital community. – Cynthia Johnson, Bell + Ivy
Build Authority Through Advertising Promotion
Another smart digital marketing strategy for my digital products includes content marketing through social media, professional blogs, videos and providing short tutorials. This positions me as a trusted authority, driving traffic, credibility and engagement to my platforms. – Sonia Singh, Center for Internal Reforms
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