Digital Marketing Essentials for Your Ecommerce Store in 2021
E Commerce is one of the most competitive industries out there today. Whether you sell a product or provide a service, you’ll need a robust strategy to reach your goals and grow your business. So how can you help your business stand out from your competitors in 2021?
The answer lies in your digital marketing strategies. By using the latest and greatest ecommerce marketing strategies, like leveraging social media and search engine optimization, you’ll be able to build brand awareness, drive business sales and growth in a competitive landscape.
Keep reading for some solid eCommerce marketing tactics you can implement in 2021 to keep your business ahead of the curve.
1. Use Social Media to Engage and Retain Your Audience
As an ecommerce business, you should be prepared to spend more time and resources on your social media marketing efforts in 2021. This year, marketers are making customer engagement and retention a top priority, and you should too. The pandemic has caused a dramatic increase in the amount of time people spend online, including how much they research products, brands and organizations.
This shift in consumerism will create new opportunities for your business to increase your reach among new audiences and the ability to re-engage with loyal customers. You can do so by designing engaging landing pages (for example, using some of these landing page builders), developing a content plan, posting regularly, monitoring and driving customer responses and attracting new business. If you’ve been putting off adding social media to your marketing mix, then now is the perfect time to do so.
2. Utilize Virtual Events
The rise of virtual events might have been due to the stay-at-home orders, but it looks like they are here to stay because of their great ROI and accessibility characteristics. Many companies found that once they went virtual, they opened up their events to a global stage bringing in new audiences. In addition, virtual events were way more accessible than in-person events.
Plus, there were many added benefits to hosting a virtual event in comparison to an in-person one. Things like visas, travel restrictions and costs become cut from the equation once you decide to put your event online, and this also allows for a higher attendance and more participation. This means lower costs and a higher ROI.
The key to running a successful virtual event lies in getting creative, driving engagement through great speakers, providing high value content and also having fun with it. In 2021, and beyond, virtual events will be a popular outlet to engage a broad audience.
3. Updated Google Listings and Local SEO Practices
If you have an ecommerce website to compliment your brick and mortar store, one of the most critical things you must do for your digital marketing strategy is make sure that your local listings are verified and kept updated across all searching platforms. This is because for B2C businesses looking to attract customers on a local level (for example a dentist, or car dealership), the Google My Business platform offers valuable information about your hours, services and geographical location. This information can change quite a lot, especially because of changing COVID-19 regulations, so it’s important to keep your customers up-to-date.
4. Move to Automated Bidding in Google Ads
Automated bidding on Google Ads has been a feature for a long time. This option allows you to input your specific parameters like price and volume and the Google machine will do the rest of the work for you. Marketers are constantly tweaking and adjusting campaigns, keywords and bids to get the most of your advertising budget. But the problem is this adjusting comes at a cost in terms of hours and management fees.
While automatic bidding is not new, it has had a lot of major changes and adjustments since its debut in 2016, making it a more viable option today. And ultimately, it is set to deliver a much better outcome now while also cutting costs to your marketing budget.
5. Keep an Eye on Voice Search
Voice search is not yet part of the Google algorithm, however, it still has impacts on current search results. Voice search queries usually give different results than if a user had typed out a text-based search. For your SEO, it’s a good idea for you to be open to voice search components for customers who are adapting and switching over to using it.
You can optimize your content for voice by making it more direct and conversational so it will accurately sync with potential search queries. This will help you increase your traffic by staying relevant to consumers who opt for voice search.
6. Focus on Improved Retention Vs. Segmentation
It’s well-known in business that it takes less money to keep an existing customer compared to gaining a new one. Expert marketers agree that putting more effort into later stages of your buyer’s journey is more worth it than putting it at the beginning. If your customers are happy, they will tend to recommend and provide referrals for your business. They will also likely give you direct and honest feedback about your products or services that will help you strengthen your brand.
Darshan Somashekar, a serial entrepreneur who runs Unscrambled Words, recommends focusing on differentiation. “It’s always better to be different than better. That’s how we approach all our businesses. With our newest word unscrambling product, we focused on creating an entirely new user experience that was customer driven to stand out from the competition. “
Make sure to always keep your long-time customers in the loop about any organizational changes or processes that could affect your relationship. You can do this through email marketing or engaging through social media. By collecting data about your audience and segmenting them, you have an opportunity to save on the costs of acquisition while at the same time delivering your products or services. This will also allow you to target repeat customers more effectively, and this can help you stretch your marketing dollars even further.
Cindy Williams is a blogger in Canada.