Yes, we all do want to succeed as online marketers. However, what does that “success” actually mean?
We can just as easily track analytics or count how many social media followers we have or even watch as the number of visitors of e-commerce websites grow.
But how do you know you’re successful? Well, there’s only one group who can judge whether you have a successful marketing campaign.
The Customers.
Despite there being dozens and dozens of “best practices” and “how to” guides available online, the truth is if your audience does not connect with your marketing campaign, then your success is for nought.
For a marketing campaign to truly develop, you need to understand your customers. That’s basically the only thing you need to do.
Approximately 80% of online stores have failed to generate sales because of one simple reason—these brands have focused too much on their products than on their customers.
Below are some customer-centric tips to help you boost your sales.
Put Emphasis on Social Selling
A consumer-centric approach requires earning the trust of your customers. This is nearly impossible to earn with advertising alone, unless of course if you already have built an incredible brand.
Additionally, this is particularly challenging for e-commerce websites since they do not get to interact face to face with their consumers unlike in brick-and-mortar stores.
Now, how do you go about this?
One is to provide social proof. Second is to engage with your audience.
Social media platforms could be an avenue where you can build rapport and interact with your audience. You should show your audience that you too are a genuine human being, not merely a business venture looking at consumers as prey.
Here is a 3-step process for you to create an amazing social selling campaign:
- Determine your brand’s core message
- Share valuable, relevant content supporting your brand’s message
- Respond as quickly as possible to your customers
Don’t ignore social selling since this could be the future of e-commerce industry.
A Too Automated Marketing Automation
Running your e-commerce business demands an immense investment of resources, including your time. Since you need to seek ways in order to eliminate redundancies in the business as much as possible, you turn to instant messaging and marketing automation, which are incredible ways to streamline your marketing strategy.
The only drawback with this is the possibility of taking it too far.
Marketing in the twenty-first century has evolved, requiring more interaction with consumers. What once was the fully automated marketing in the 1990s isn’t possible anymore. Back then, companies could just as easily stuff a site with relevant keywords and wait for search engines to pick them up and send traffic to the site to generate sales.
These sites did not have to make any changes or engage with their audience.
Yes, you can still use automation software for smooth operation, yet you need to engage with consumers yourself. Make it a point to actually read consumer replies and come up distinctive responses.
Base PPC Ad Copy on Consumer Needs
One of the best ways to generate sales for your store is PPC ads or pay-per-click advertising. However, there are far too many online e-commerce entrepreneurs who are doing it wrong. More often, their ads copy do not focus on the needs of the consumers, but rather puts emphasis on the benefits of their products.
Take a look at the following headlines for a few weight loss ads:
“16 Ways to Lose Weight Fast”
“Top FDA-Approved Weight Loss”
“Top 3 Diet Pills of 2018”
These ads simply inform the consumer what their product is. They’re not particularly good, per se.
Since business owners spend an enormous amount of money for PPC ads, it only makes sense to actually make sure they convert. Create ads around the needs of your consumers.
Put yourself in their shoes. Ask yourself: Why would he or she buy your product?
Conclusion
The e-commerce industry is at a rapid growth, and it will only get bigger, but not easier. Not only do you have to work hard to earn consumer trust, but also ensure your e-commerce websites’ marketing strategy revolves around the buyers.
