The Marketer’s Guide to Building an Ecommerce Strategy

By Kirsten Oelrich 4 min read

Wherever you are in your e-commerce journey, customers expect your brand to engage across every touch point and provide an omnichannel experience that is personalized.

As an e-commerce business, it’s your responsibility to have a unique proposition, stand out from your competitors, and get hold of the consumers’ attention. But strategies are neither formed nor implemented easily. Depending on your goals, there are several approaches you can adopt. All you need to do is make sure your brand is accessible from every device and is easily readable with a clear design and relevant information. Here are a few important tips to build a strong foundation for your e-commerce business.

1. Personalizing every engagement

You need to understand the emotional needs of the customer. Hence, create personalized content for your customer that will influence them. Anticipate the needs of the customers by offering information and products that are suitable to their needs. Customer feedback is important, as it will help improve your brand and you can cater to the needs of the customer. Utilize cookies and GPS location to send customers messages based on their location. You can make the personalization more sophisticated by using real-time analytics to pair the CRM data of the customers with marketing offers and characteristics of the products based on their location.

2. Orchestrating fluid transitions

Customers prefer their interactions to be instant, easy and relevant. You need to cater to their needs according to their convenience on any device. The customer should easily be able to navigate through the e-commerce website through all the devices without any hindrances. Their buying process should be carefully examined, to give them a frictionless and omnichannel experience.

3. Putting mobile at the center

People spend more time on their mobiles than on their laptops. To have the same services as the main website on the laptop, create apps for the mobile device with the same features, more discounts and offers. Messaging has now become a socially acceptable way to correspond, people prefer to chat or message rather than call the customer care services. Therefore, invest in mobile marketing technology and integrate AI and chatbots in your e-commerce strategy. You will also save a lot of time and labor. It is user friendly and not complex or time consuming.

4. Smartly integrating software

Your e-commerce site should be integrated with the enterprise systems. It should work seamlessly with the Customer Relationship Management software. You need to see that there are no glitches during the customers purchasing process, as it would break their trust.

5. Leveraging content marketing

E-commerce businesses find it difficult to establish trust as there is no face- to- face interactions. Hence, you must apply certain tactics to assure the customers that their sensitive personal information will not be abused. You must see to it that the payment portal is highly secured and can be easily accessible to customer service. Excellent content is imperative for e-commerce sites, as you require high quality and relevant content. The content provided to the customer should also be credible and informative, this will build their trust and convince them to make the purchase. Guide the customer through the entire decision-making process as it will enhance your brand’s reputation in the market.

6. Building global partnerships

To expand your brand, you need to partner with those who know the markets landscape – consumer behaviors, trends, etc. This will help you streamline expansion globally and you can gain valuable insights. They will help you build and launch e-commerce operations easily and quickly in new countries and reach consumers through different business models. It will also enhance the brand strategy and messaging across all channels and markets by adhering to the needs of the customers in an individual market. Hence, you need to target the audience by localizing and translating the content. This will also maintain the consistency of the brand across all platforms.

7. Delivering a visually engaging experience

Customers love audio-visual representations of products. That’s why you need to add videos and photos to your e-commerce website, as you can prove the quality of your products and it will also enhance your marketing content. This will not only engage the visitors but will also convince them to make the purchase. You must also personalize ads and focus on investing on your ad spend as it can drive incredibly high ROAS. Also invest in social media marketing and advertising and take advantage of the pay per click advertising.

8. Relevant apps

It is observed that mobile apps are utilized by B2B buyers, as they require personalized prices. Earlier mobile customers found it inconvenient to log in. Now, the mobile B2B buyers use the app to put their favorite products in their phone and then order it. You need to combine personalization with loyalty programs to maximize conversion. This will make them come back for more offers and keep them loyal to your brand.

9. Automation

Improve your business by integrating AI. It will make life simpler for you and your customer. Automate where you can as it will help in managing your business. It can help automate tasks and find solution quickly. You can save on time and resources. It automatically notifies customers about the latest products and services. Not automating your software will lead to several mistakes in the data and slows down the process.

The expectations of consumers have increased worldwide. Web presence is no longer enough, so you must stand out from the competition by providing your customer an optimal customer experience. It is complex and time-consuming to implement a successful e-commerce strategy. But if it is done in the right way, it can offer monumental opportunities for business growth.

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Kirsten Oelrich

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Kirsten Oelrich