But the massive growth of ecommerce retail has a downside, too. Because just as big-box retailers have dominated brick-and-mortar, ecommerce giants like Amazon and Ebay have made online marketplaces their domain.
This doesn’t fare well for small business owners, of course, who admit to perceiving these marketplaces as a looming threat. But there’s good news: Amidst the chaos of the ecommerce battlefield, it’s possible for all of us to live in profitable peace.
If we’re equipped with ecommerce marketing, that is.
We asked a group of martech pros how they use ecommerce marketing to stay ahead of the competition. To reign supreme, they say, ecommerce businesses must:
- Make the first move
- Design a natural user flow
- Cultivate a niche community
- Give value first to profit later
Make the first move
“Digital success starts with identifying your ideal shopper and familiarizing yourself with their lifestyle. Do they spend their days posting selfies on social media? Go there. Invest in Instagram, Facebook and Pinterest marketing. Are they deal shoppers who only shop with a coupon code in hand? Consider teaming up with deal sites. Whatever the case may be, find out where your customers hang out, and create an authoritative presence there.”
Design a natural user flow
“It is your job to provide the customer with a website that will guide them through all that you have to offer at every stage of the decision-making process. From when they land on your site to check out and paying, how easy can you make it for them?”
“Once on the website, make sure you have Google and Facebook pixels enabled, so that if they don't buy your product, you can retarget the visitor later. If they do purchase ensure you have an email nurturing process so that you can upsell and cross-sell.”
Cultivate a niche community
Give value first to profit later
“Today, ecommerce success is based on brand, authenticity and trust. Marketers need to provide value, be transparent and participate in the community. Marketing campaigns need to ultimately drive revenue, but they should be less about selling and more about interacting.”