Every business needs to devise its strategies for success. There is no such thing as a universal marketing plan. There are traditional tactics that work well, but everyone is using them, so the competition is high.
Your business will thrive if you can find new methods for engaging customers. But to really engage the customer, your business must first understand how to know your customer. Try these techniques to give your store a competitive advantage.
Embracing New Technologies
An ecommerce store should function on various devices (desktop, laptop, tablet, and smartphone). But not all businesses are marketing with newer products, such as wearable technology.
Wearable technology, like smartwatches and glasses, often have different interfaces and screen resolutions. You may need to change your website’s settings to run on these devices. Modern e-commerce businesses should embrace these new technologies. Otherwise, they face losing out on advertising opportunities.
Additionally, data aggregation and analysis technologies can help businesses better understand their customer needs. In a recent profile of e.l.f. Cosmetics by the Wall Street Journal, the CEO explained how technology partnerships enable his company to “understand the vast amount of data we collect, to create personalized consumer experiences, and to come up with exciting new ways to delight our community.”
If You Can Snap It, Instagram It!
Social media marketing is nothing new. Many businesses already use Facebook and Twitter for product promotion and branding. But a picture speaks a thousand words, so use a dedicated image website – Instagram.
The premise is effective yet simple. Take photos of your products and post them on Instagram. Hold a competition for the best photo of a customer using your product. Their friends will see these images, which means more promotion for your product.
Get Mobile
More people than ever now own smartphones and tablets. Promotional opportunities via mobile advertising are significant. Next time you’re on public transport or sitting in a bar, look at how many people constantly stare at their phones. Then there are the advertising screens on the tube, in waiting rooms, and on buses. The opportunity for mobile advertising is vast. Plus, mobile advertising works with geolocation services, which is great for local marketing campaigns.
You can place mobile-ready promotions on:
• Websites related to your own business
• Social media platforms
• In online games
Pay attention to mobile ads when you use your phone or tablet. Would you click on any? Is it relevant? Why did it catch your eye? Place your perfect advertisement on the right platform to reach out to your target audience.
Tracking mobile users throughout the customer journey on your website is critical as well. According a recent article on AdAge titled, “The 3 keys to really knowing your customers,” leveraging data on customer interactions with your website and content enables you to “create new offers or experiences in real time.”
Sometimes It’s OK to Ignore a Search Engine
There was a time when getting a good search engine rank relied on keyword optimization. This was the practice of stuffing the same word or phrase into the content. It ruined the flow and readability and looked unnatural. But times and search algorithms have changed. You can get a good search ranking with content written to be educational and enjoyable.
If you want to see your pages feature high in search, create content that users want to read; it’s that simple. Get creative with headlines. Break up content with quality images (images are searchable). People want to read interesting, unique material. Search engines – and social media sites – want to provide users with the best content. So, for search popularity and user satisfaction, it’s a win-win.
Don’t Forget the Locals
Most e-commerce businesses promote themselves throughout the country, via search engines and online advertising. Some even advertise worldwide. Many overlook or do not see the point of local marketing and branding. Would local promotion apply to your online business?
Online stores benefiting from a campaign to target a local audience include:
• An e-commerce business that’s the online face of a physical store
• An online vendor selling goods relevant to a local area (T-shirts with local themes, for example)
• Stores selling local produce
• Online local reviews of restaurants, bars, or clubs
• Companies promoting guides to city attractions
• Employment agencies looking to recruit in a specific area
• Chain businesses with venues in many locales
Adding geolocation tools to an e-commerce platform allows for local search engine marketing. Your business can appeal to nearby consumers. You could also use local-themed branding. Many people love the area they live in and will appreciate local branding.
Be the Trendsetter and Thrive
The techniques mentioned above can inject new life into a business. Be a big fish in a little pond by using new technologies and micro-marketing to a local audience. With so much online competition, you need to separate from the crowd. Use the latest promotional platforms and be more interactive with customers. You can enjoy increased recognition and appreciation and give your online business a promising future.
