eCommerce has rapidly accelerated over the past decade - in both the number of customers buying through digital platforms, and the number of businesses leveraging them.
From start-ups to big brands, B2B to B2C, physical products to digital offers, eCommerce has proven time and time again that it's an adaptable, scalable and efficient way to steer sales and grow a business.
Now, with growing economic uncertainty, businesses are facing a new dilemma and the need to once again adapt to an unpredictable market. And your clients' eCommerce marketing could make all the difference.
With the right eCommerce marketing strategies, you can increase traffic, build brand awareness, boost conversion rates, and drive sales for your clients, this side of Christmas and the next.
So if you're a marketing freelancer, a CMO or consultant, here's why eCommerce could be the key player during a tough financial climate, and marketing strategies to help skyrocket your clients' sales.
Why eCommerce can bolster your business during economic uncertainty
The pandemic and digitalisation boom has changed the way we sell and buy - and eCommerce embodied that.
In 2020, there was a 43% increase in eCommerce businesses in the UK, and with the majority of physical shops shut (and plenty of sitting around at home), it will come as no surprise.
Findings from Statista suggest the eCommerce revenue in the UK will grow by over 5% year on year from 2021 to 2025 - proving that digital buying is the shapeshifting success story of modern sales.
Why? Well, convenience plays a big role but it's certainly not the only factor. Online platforms provide a greater level of accessibility for many customers, and enable for easier price and feature comparison - something that's particularly attractive to both B2B and B2C.
For businesses, unlocking a wider pool of buyers is one of the most vital steps to maintaining a strong sales trajectory in times of economic disruption. eCommerce platforms can more simply expand brand awareness and promotion, and globalise a company. It can also lower overhead costs and risks often associated with physical shops or cold calling sales tactics.
So, with these benefits and vast capabilities in mind, here are 4 eCommerce marketing strategies to get your client's business on the map.
4 eCommerce marketing strategies
1. Personalise (and optimise) how you communicate
You've set up your client's email marketing, rolled out consistent social media, and created all the digital materials you can possibly think a buyer might need to convert. Now what?
Personalised marketing communications can significantly boost engagement rates, and convert even the most indecisive of customers. Tactics like Live Chat functionality, email sequences and push notifications will help boost your client's brand perception and customer connection, not to mention streamline CX.
2. Tap into influencer and user-generated content
The emergence of the influencer and 'everyday' user has been one of the richest tools in any marketer's arsenal - and one of the most lucrative.
Provided the influencer is relatable to your client's target buyer, this can be a great way to expand a brand's outreach and social engagement, and increase sales. User-generated content is also a notable way of relating to the buyer, and can be a cost- and resource-effective way of accessing a wider audience. Social proof at its best.
3. Integrate your client's channels
Whether you use owned or paid channels for your client, or a combination of both, now's the time to integrate their eCommerce platform for best results.
Start by reviewing the performance of channels (and what insights you can gain from your analysis) to better understand customer journeys and interactions. From there, you can more simply integrate your client's eCommerce platform with channels like Instagram, TikTok, and online marketplaces for multi-channel traffic, and higher rankings.
4. Adjust how your client thinks of competition
Oftentimes, competing against a well-known name can be detrimental. But shifting your client's focus away from competitors could be the fresh marketing angle you're looking for.
Tap into your client's USPs and promote what they can offer their customers - be it a product, service, experience etc. - to differentiate your client from associated brands and help them stand on their own two feet. Plus, initiatives like Small Business Saturday and a growing scepticism in global corporations (subtlety is key!) can also work in your favour.
There's no doubt many businesses are in for some challenging times ahead. And as a freelancer, it's possible you're feeling the pressure too. With increasing competition, continually expanding capabilities, and new trends to follow every day, being a marketer can be demanding right now.
There are dozens of ways to create high-performing, high-impact marketing strategies to accelerate your client's eCommerce sales, and to make your role simpler. Align your marketing to their business objectives - and other in-house activity - and leverage insights to evolve your strategy for best results, and to make your client's eCommerce platform a powerhouse sales strategy.