To assist we’re providing 5 new tips every week to ensure eCommerce businesses can begin to build high-performing and tailored marketing strategies that engage with their consumers, boost their profits and impact their bottom line for 2020.
Here are tips 36 to 40. Don’t forget to look out for our previous weeks’ tips.
Personalisation is a huge factor for consumers when choosing which brands to buy from.
Specifically, nearly 80% of consumers will only engage with an offer from a brand if it has been personalised to reflect those previous interactions that they’ve had with that brand. The importance of personalisation is set to increase in 2020, with over half of consumers expecting companies to anticipate their needs and make relevant suggestions before making contact.
Put simply, if you’re not personalising consumer experiences with your brand, potential customers will turn elsewhere. eCommerce retailers have a number of options for personalisation including in their digital display ads, Retargeting campaigns, email, and social media.
A personalisation strategy is essential.
You simply won’t get things right immediately. It’s incredibly important to test and refine everything you do to ensure you’re giving your business the highest chance of success.
That includes A/B testing your digital display ads and making up-to-the-second campaign tweaks and changes to enhance performance as you go, as well as trialling new forms of content, social media posts and email campaigns. It’s also crucial to continue to evaluate your customer journey and customer experience on your website, through appropriate conversion rate optimisation techniques.
Are your online products relevant to users in a specific area? Do you have brick-and-mortar locations and want to boost offline sales as well as on your website? Is it important to increase brand awareness in key locations for your core demographic?
There are so many reasons why it might be integral for your business to focus on your local advertising strategy, with your business objectives defining your advertising approach. For example, Geotargeting can be used to engage with a defined audience in a local area to drive both online and offline sales, while Geofencing will encourage footfall into your brick-and-mortar stores, as well as enhancing the omni-channel experience for your customers.
The first step is to define your local advertising objectives, while the second is to use the right technology to help you execute your campaigns.
Successful businesses don’t dip in and out of marketing and advertising, they show up every single day and make sure they continue to engage with their users.
For smaller retailers and businesses just starting out, it can become a significant drain on resources and finances to continue to create blog posts, to work hard on their social media platforms and put what budget they have into advertising, but it is these channels that will be central to business growth.
That means that Retargeting campaigns should be running all the time, alongside brand awareness campaigns, paid social media advertising, PPC, SEO and content marketing.
Whilst it may appear daunting for smaller businesses, it’s a question of continuing to look at creative tactics to compete with the bigger retailers, innovative campaigns to boost user engagement, and cost-effective ways to ensure advertising performance without draining your budget.
For many consumers, price matters and they will actively research and look for the best deals online. As a retailer you should always price your products high enough that you can offer discounts without making a loss.
To ensure you’re giving these users value and generating sales in the process, create discount codes and submit them to the most popular discount code websites. Consider also using them in your social media posts and Retargeting strategy as a tactic to encourage interested users to convert.
Fluid Ads can improve advertising performance for your eCommerce business. Make sure you look out for next week’s five essential tips.
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