1. Create a Content Marketing Strategy Before Starting
Nothing good starts without building a plan. Just like a movie studio goes through the preproduction process, an ecommerce business needs a content marketing strategy. Write a list of all the methods you plan on using to reach out to customers, whether it be blog posts, videos or newsletters.
Make it a point to check in with this strategy every week or month, evaluating how the content creation and distribution process is going.
Quick note: we're trying a content-first approach with our own new online shop, called matcha tea. So we're going to sell matcha tea on it (doh!), but for the first 3 months, we want to build an audience, get some search traffic so that we actually have some potential customers when we'll have the tea ready to ship. So far so good. Will keep you posted.
2. Generate an Email Marketing Campaign That’s Automated
Email marketing is the bedrock of effective ecommerce marketing strategies because it’s still one of the best methods for influencing your customers and convincing them to buy more.
Not to mention, consumers are known to open emails, even if they include simple advertisements. Use an email marketing campaign to keep in contact with your customers, send them helpful information and sell your products.
We've also built a comparison website called WebAppMeister where you can find the best email marketing software for your specific needs.
3. With Social Media, Consider Diversifying Your Platforms
Social media is always a tough sell for ecommerce companies since it’s tough to figure out which platforms work best in certain markets. There’s a simple solution to this. Diversify, and eventually cut the platforms that don’t work well.
It’s just like investing in stocks. You spread out the risk and realize which options are making you the most money. Create Facebook, Twitter, Pinterest and Google Plus pages. Spread your content through these mediums, and use social media analytics tools to understand which ones work best. Even if one works better than another, spreading out your social media presence gives all of your customers a way to connect with your company.
Who knows? You may only have 100 followers on Facebook, but one of them may be your best customer. If you take away that Facebook presence you risk losing that person.
4. Put a Personalization Strategy into Action
Personalization is the best new form of marketing since no one wants to spend money on faceless companies. The idea is to brand your company along with a person, using one or two people as the “face” of your business.
Address people with their names in your emails, send out videos and images of your employees and show how your products are made. Every little detail of personalization makes your customers feel special and take a peek into the inner workings of your business.
5. Make Your Own Original Content
Nothing builds a strong connection with your customers like original content. Tying into your content marketing strategy from above, you have the unique opportunity to choose between unoriginal or original content.
Many companies use content pulled from around the web in their ecommerce SEO strategies to free up time for other business tasks. This, however, doesn’t have the same effect as original content. How would your customers respond if they knew an original company podcast came out every week?
Original content like videos, blog posts, audio segments, and eBooks help you build your ecommerce site as a knowledge base for those interested in learning more about your market.