Let’s face facts: if you run an ecommerce business, whether you’re a drop shipping business that uses online wholesale suppliers or you’re a specialty shop, you’re going to be relying heavily on the digital media marketing infrastructure to promote your business and avoid financial pitfalls. But let’s say that you haven’t had quite the success you envisioned when you first launched your marketing campaigns.
If that’s the case, then this is the guide for you. Today we’re going to dive into some practical, tangible tips for any ecommerce business looking to step up their digital media marketing efforts.
- Go Automated For Email Marketing
This one is a bit controversial, but it’s important to understand why automation is right for email marketing. Email marketing is the foundation of effective ecommerce marketing strategies, mostly because it’s still one of the best methods for influencing your customers and enticing them to buy from you.
Nevermind the fact that consumers are known to actually open those emails you send them, even if they include the most simple advertisements. By using an email marketing campaign, you’re able to remain in contact with your customers and send them useful information to develop your brand.
- Make Original Content
There’s nothing quite as useful when you’re marketing your business as having the ability to develop a meaningful connection with your audience. And one of the easiest ways to do that is by creating compelling, original content.
Plenty of companies use content that’s pulled from across the digital media marketing landscape, in the hopes that it will free up time for their other business tasks. But make no mistake, this isn’t an adequate substitute for original content. There’s a difference between doing a content round-up every week and producing new, original content every week.
- Learn How To Build User-Generated Content
Speaking of content, one of the most underutilized methods of content creation is the use of user-generated content (UGC). For those of you who may not know, UGC is content that your audience creates, which is then shared on your site and social media platforms.
The reason your audience is willing to do this is because it’s typically tied to some interesting contest or annual event. One of the most well-known examples of this is when Starbucks has their annual holiday cups event, where they showcase the best work submitted by users on their social media platforms.
But the reason you should do this is two-fold. First, the engagement this can trigger is impressive, and can often cause an increase in conversions on its own. Beyond that, building UGC will give you access to one of the most powerful tools in the digital media marketing world: word-of-mouth. When people share their creations (and by extension, your business), you’re getting free exposure from a trusted source. People may trust your business, but not as much as they trust their friends.
- A/B Test Your Checkout
An ecommerce digital media marketing strategy that doesn’t incorporate A/B testing is flying blind. It’s absolutely essential that you run tests throughout every aspect of the checkout process. Not only will this help you figure out why people are abandoning their carts; it’ll help you identify all the friction in your checkout process that’s preventing you from converting.
- Make Your Delivery Options Top Notch
It sounds like such a simple principle, “be better than the competition.” But how many ecommerce businesses actually abide by that rule? Your business needs to stand out in terms of its delivery options. Sit down with your team and figure out any ways that you can speed up the delivery process for your customers.
- Make It Mobile-Friendly
There’s a saying in the digital media marketing world, “if Google doesn’t know who you are, no one does.” And while it may be a bit simplistic, there’s no getting around the fact that without the help of search engines, your ecommerce business would be in bad shape. Ever since Google decided that mobile-friendly sites would get priority when it came to search engine results, businesses have been scrambling to make their websites mobile-friendly.
But even if optimizing for the mobile world wasn’t required by Google to remain relevant, it would still be in your best interest to do so. Not only does it tangibly remove friction from the checkout process, but it also shows your users that you care about their experience, no matter what platform they’re using.
- Find Ways To Diversify Your Social Media Platforms
The trickiest part of using social media marketing as an ecommerce company is figuring out which platforms work best in your particular market. And while we could sit here and try to guess which platform would offer your business the most utility, there’s a much easier and more effective alternative: just diversify.
Instead of hoping that one platform is the answer to your ecommerce prayers, try using 3-4 platforms at once. Eventually, you’ll tone this down and only use the platforms that are giving you highest engagement and conversion rates, but figuring out which platforms you should prioritize is a lot easier when you have clear data showing which platforms are worth the money.
What digital media marketing strategies are working for your business?