Beth Worthy
11/6/2017
Every year, business owners come up with ambitious goals meant to transform their operations and increase sales. Whether you are running a traditional brick and mortar store such as a restaurant or an online service such as transcription, it is imperative to plan your business activities over regular intervals, e.g. annually, quarterly, etc. to know the steps to take to achieve your goals.
When it comes to reaching out to new markets, proper step-by-step planning that includes the activities to be done and at what stages, timelines to be met and KPIs (key performance indicators) to be used are important. Below are ten strategies you should know when reaching out to new eCommerce markets.
Successful eCommerce marketing is greatly dependent on identifying the right audience for your products or services. You should identify the buyer persona of the typical customer you are trying to reach.
Identifying the ideal buyer will help you know what kind of marketing campaigns to implement that will have the largest impact on your sales. For example, you can know which channels to use to deliver your message, what kind of language to use, which offers to come up with, etc.
Offering a content browsing experience that is in line with a visitor’s needs and preferences will help you close more sales. You can use cookies to track a user’s preference to serve them with personalized content.
Marketing tactics such as retargeting can also help to close sales by reminding users of your brand or service they wanted to buy from you.
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Get into your customers’ shoes and find out what problems they have that you wish to solve. Also, find out the kind of “language” or jargon they use when searching for products or services you offer.
You can identify the market traits and decipher their problems by interacting with them at various places. For example, if you are running a kids’ store, mommy forums are good places to find out the products moms would like for their kids.
Depending on your market, you can learn what content will resonate with your audience through Twitter, Facebook, niche forums, LinkedIn, industry whitepapers and so on.
Use multiple channels to reach your target audience with tailored offers from your business. Your brand experience across the channels should be similar but the offers tailored for the best delivery across the channels.
Integrate the marketing channels to move visitors down the marketing funnel, from prospects to buyers.
Latest statistics show more people are using mobile for e-commerce. Improved technology and market shifts make mobile a must-have strategy for eCommerce business owners.
Reach customers that use mobile through mobile access services such as product information, maps, click-to-call, real-time notifications and delivery information.
The internet has made the business a level playing field for players. Today, thanks to the internet, small businesses can reach audiences they typically would not have been able to serve a decade ago. Apart from this, businesses can also reach to manufacturers who can tailor their products based on the demands of their markets.
Many manufacturers have embraced working with small businesses in mainstream and weird niche markets to produce products that customers want. By working directly with manufacturers, businesses are eliminating the middleman and in the process, have the freedom to determine their offerings, build relationships with manufacturers, and determine the direction of their business through niche product offerings.
Localization of content with the help of translation services helps adapt content to a specific location. This implies that your content can be read by another in their native language with much ease as if the information was actually originally written in that language. This is where effectively localized translation is important because when your information, brand, or material is at stake, it is important to consider the elements that separate a mere translation from the language localization necessary to maximize impact with your target audience.
Your product or service sales will increase when you offer a seamless experience to customers across different channels. Your brand experience and promotional strategies should be clear and consistent. Whether you are reaching your audience on mobile devices, in-store, online or other channels, consistency is key.
Use cloud technology to gain visibility of your marketing performance across the channels. Regularly review the performance of the channels to determine areas that should be tweaked for better performance, those to be augmented and those to be discontinued.
Branding is key to building trust with your audience and making them do business with you. Come up with a brand experience that should be reflected across all the online mediums your business participates in. The brand experience should include your “voice” and content online.
Use appropriate colors and make your website easy to navigate. The brand colors should also be used on your social media accounts and should be suitable for the audience you are targeting. For example, if you are looking to reach corporates, stick to conservative colors. If you want to reach teens, vibrant colors work best.
The above are eight things you should know when looking to reach new markets for your eCommerce business.
Promotional videos are the in-thing for businesses these days to showcase their products on the web. During the X-Mas holidays and other festive seasons, promotional videos can help e-commerce businesses showcase their current shopping deals/offers to larger audiences on the web. Addition of text to your promotional video with the help of transcription services that carry shopping deals or provide information is a really effective video promotion strategy. Video transcript is also very efficacious from the SEO perspective, as it provides text to search engine crawlers that can be indexed, thereby increasing the possibility that your promotional video gains better visibility through improved search engine rankings. It is noteworthy that Google regards video as important to enhance user experience.
Read Also: Common E-Commerce Pitfalls and How to Avoid Them
