eCommerce retailers’ biggest question is “My return on investment for social, organic and paid marketing…where is it?”. And it is a tough question to answer because the eCommerce market is so variable when it comes to marketing. But the good news is that we actually do know enough about shopping online to give you both the simple and extended answers.
The Simple Answer:
You’re not meeting the needs of your customers, while they are browsing online. It’s important that your marketing messaging speaks directly to the customer and where they are at in the buying cycle.
Example: Your 1000 word, SEO friendly article about the benefits of using a waterproof camera case isn’t going to help you win over a customer that is already searching for a waterproof camera. Other eCommerce retailers already capitalized on simplicity.
*There goes that $500 you just spent on “targeted SEO”
The Extended Answer:
When I’m saying that you’re not meeting the needs of your customers, I’m not saying that your products or marketing efforts are failing. What I’m really trying to say is that not every customer is the same, so the way in which you market to them cannot remain the same across channels. Below is a breakdown of the available channels that you can use to market in the eCommerce ecosystem, along with the general marketing message you should use to try and convert those potential buyers:
Social Media: This is a place for discovery and sharing. So make sure you are tailoring your marketing efforts to do just that. This means that you should be creative showing in how your products could be used or the benefits that they offer. Make it seem relevant and use bold imagery in for your content.
*Don’t try to immediately ram new products down people’s throats with ads, be subtle about it*