Whether your ecommerce business is just getting started or has a sizable client base, it’s always a good idea to keep up with the latest ecommerce marketing trends and tactics.
To help with just that, I rounded up some of my favorite articles written by leading industry professionals and experts this week all focused on improving ecommerce marketing strategies. From personalization tactics to product returns, social commerce, and how to set up your online store for success, there’s a lot to see this week.
“Resetting Your E-Commerce Plan: 3 Strategies to Avoid Missing the Mark in 2022” by Tim Beyer
Perfecting your ecommerce site is incredibly important. But according to ecommerce expert Tim Beyer, it’s something that many businesses are failing at. To ensure that your business isn’t one of them, Beyer covered three strategies to help avoid missing the mark with your customers.
Beyer says it’s all about the details. “It is important to ensure that when buyers visit your ecommerce website, you have accurate information to facilitate their order,” he shares. Problems that counteract this could include inaccurate stock information or incorrect pricing, which always turns buyers away. His other tips include personalizing the customers’ experience and ensuring your site won’t trigger buyer’s remorse.
The overall theme of Beyer’s article focuses on the missed details of ecommerce site building, which is what will set your online store up for success. To ensure your site is hitting the mark, as Beyer puts it, be sure to check out this article.
“4 Ways Ecommerce Returns Will Change in 2022” by Vijay Ramachandran
One of the biggest challenges that ecommerce businesses face is product returns due to their costly nature. However, according to product marketer Vijay Ramachandran, a lot is changing in the area of product returns which he covered this week in his article.
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Ramachandran lists four changes happening in the area of product returns, such as the way consumers are choosing to have their online orders delivered, with many opting for carrier drop-off and pickups. Other insights Ramachandran covers include the increasing popularity of post office returns and how printing returns labels are becoming increasingly uncommon.
Insights such as the ones Ramachandran covered this week are incredibly useful when crafting your ecommerce strategies to help ensure you will meet your customers’ expectations should they be disappointed in your product. If product returns are a key concern for your business, be sure to give Ramachandran’s article a read for some useful information on how the returns process is changing and what that might mean for your ecommerce store.
“Leveraging Personalization In Your E-commerce Strategy: Should You Bother?” by Jonny Longden
Personalization is a trend that many marketers use to engage their audience, especially with techniques such as content marketing. But is it right for every business? Digital marketer Jonny Longden attempted to answer that question this week in his article on leveraging personalization in ecommerce strategies.
Longden puts down the success of some of the biggest modern brands to the personalization of their strategies. However, he does not think that personalization works for every ecommerce business, as not every product needs to be marketed in this way in order to lead to a sale.
He suggests that for your business to establish whether personalizing your ecommerce strategies will work, you should first ask the question of whether your products require such a strategy to generate sales, or whether you are just personalizing your marketing because it seems like the right or trendy thing to do.
To find out whether your business could benefit from personalizing your strategy or whether that option really isn’t best for your business, give Longden’s article a read.
“Shopify’s New “Link in Bio” Tool Linkpop Brings Ecommerce to Social” by Adam Rowe
Popular ecommerce platform Shopify launched its new Linkpop tool recently, which for the first time, offers businesses and influencers a chance to sell Shopify products directly from their social media bios. Adam Rowe covered the news in further detail this week.
According to Rowe, Linkpop is Shopify’s version of a ‘link in bio’ tool, which many businesses already use today in their social profiles. The ability to add shoppable Shopify links with the tool, that consumers can then make purchases from without having to leave the social media platform, is what makes Linkpop so unique.
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Like other ‘link in bio’ tools, Linkpop also allows businesses to add other non-shoppable links, such as to their website or blog, making it incredibly versatile and leaving many businesses excited. To find out more about the new tool and how to leverage it for your business, be sure to check out Rowe’s article.
“The Best Navigation for Ecommerce Sites” by Barbara Carneiro
Website navigation is incredibly important no matter what industry you’re in. When it comes to ecommerce websites, it’s great website navigation that is what can lead to higher conversion rates and more that is beneficial to your business. Strategist Barbara Carneiro dove into the subject this week.
According to Carneiro, the best ecommerce sites are those that simplify navigation to easily guide customers to the purchase of its products. One way to do this is to opt for a sticky menu that stays at the top of a page as users scroll down. It’s also a good idea, according to Carneiro, to consider having three or four navigation bars on your website, each encouraging visitors to make micro-decisions, such as signing up for emails or SMS communication.
Is your site helping your customers to navigate to make purchasing decisions? The best way to confirm is to check out Carneiro’s article and get your site up to speed.
“11 Practical Ways to Boost E-commerce Customer Engagement” by Snigdha Patel
As more and more businesses open an online store, consistently engaging with your customers is becoming increasingly difficult and more competitive. To help out, this week Snigdha Patel wrote a handy guide of 11 ways to boost engagement for your ecommerce store.
According to Patel, highly engaged customers are consumers who will buy, promote, and be more loyal to your brand. To achieve a customer base such as this, she covers several ways to increase your customer engagement, including by using digital tools, a hassle-free checkout process, being more present on social media, and loyalty programs.
If your ecommerce business isn’t engaging its customers as well as it could to maintain customer retention and increase sales, check out Patel’s article.
“11 Ecommerce Website & Marketing Trends Taking Hold in 2022” by Irwin Hau
Ecommerce is obviously growing rapidly as more and more consumers begin to shop online. As a result, many trends are starting to emerge that, if used correctly, can be incredibly beneficial to your business. Having a look this week at some of these current trends and how you can use them in your marketing strategies was entrepreneur Irwin Hau.
The first trend that Hau covers is the ‘buy now pay later’ option that many consumers are now opting for at check-out, resulting in higher conversion rates for merchants. Other trends Hau mentions include a greater focus on conversion rate optimization, headless CMS, conversational commerce such as chatbots, and shoppable live streams.
According to Hau, people are spending more money online than ever before, making it increasingly important that ecommerce sites stay relevant to avoid being left behind by consumers. If your ecommerce marketing strategies could do with a refresher, be sure to check out Hau’s article for some top trending ideas and techniques.
“11 Must-Have E-Commerce Email Marketing Campaigns” by Sam Thomas Davies
A common method used by many ecommerce businesses to increase online sales and engage customers is email marketing. But like any technique, it requires hard work and strategic thinking. Covering eleven must-have and results-driven ecommerce email marketing campaigns this week was content strategist Sam Thomas Davies.
As Davies states, ecommerce email campaigns can be used in several different ways, such as notifying subscribers about new products, discounts, and other promotions. However, it can also be used to help educate your target audience on your brand to stay top of mind. Some of the techniques he covers include using welcome emails, referral emails, discount emails, cart abandonment emails, and thank you emails.
Is your emailing strategy ensuring that your business is maximizing its full potential? If not, Davies’ article offers some great tips to help refresh your email campaigns to attract customers, increase brand awareness, and drive sales.
“5 social commerce trends making an impact in 2022” by Marcel Hollerbach
Social ecommerce has been growing in popularity for a while now and is apparent across almost all social media platforms. But keeping up with all the changes that social platforms roll out continuously can be a pain. Luckily, ecommerce expert Marcel Hollerbach covered five social media marketing trends to watch out for when it comes to selling your products this year.
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Some of the trends Hollerbach notes include the rise of Livestream shopping, how 5G will affect social commerce, and the fact that NFTs will continue to grow. However, one of the more fascinating trends he covers is that conversational commerce is developing quickly alongside social commerce. By this Hollerbach means the increased use of AI-powered chatbots and digital tools used by brands to assist with the purchasing process, which is becoming increasingly popular.
To ensure your social commerce is on top of its game, and your conversational commerce is thriving alongside it, be sure to give this article a read.
“4 Reasons Why SMS Is The Future Of E-Commerce” by Rafael Romis
Mobile marketing is big right now, as more consumers begin to purchase directly through apps instead of on their desktop. However, it’s not just through apps that marketers are reaching their target customers but through SMS too. Covering the subject in further detail, with four reasons as to why SMS is the future of ecommerce, was marketer Rafael Romis for Forbes.
The first reason Romis gives as to why SMS marketing is becoming so popular is that it’s the fastest marketing channel available. “The ability to reach your audience quickly isn’t something to look over, and SMS is the best channel to send an urgent marketing message that you need your audience to read quickly,” writes Romis. His also writes that texting is personal, SMS creates a two-way conversation, and it can truly outperform other marketing channels.
Is SMS marketing a technique you use for your particular strategy? You may want to consider it after reading this piece.
The Next Step: Ecommerce Strategy Refresher
Having a sound ecommerce marketing strategy in place is crucial to remain relevant and top of mind for your customers.
Here’s how you can get started:
Step One: Review your current ecommerce marketing strategy and work out whether your old objectives and goals have since changed. If so, be sure to define new objectives with measurable timeframes.
Step Two: For any strategy to succeed, it’s vital that you truly know your target audience. Review your existing customers and new customers, and then get to work redefining your audience segments.
Step Three: Pick one or more strategies noted by this week’s experts and have a go implementing them into your strategies, which will ensure your marketing efforts are staying relevant and modern. But remember: this is not a one-size-fits-all situation. While some of these trends may work for your business, others may not suit your product or service offerings. Choose wisely.
Bonus Tip: Many trends noted this week, such as email campaigning or improving your site performance, can be carried out with marketing tools. Tools like these not only save you time, but can also help significantly when it comes to boosting traffic and upping your conversation rate. To help you find the right digital marketing tool, take a look at this article.
Think your business could use some help updating your ecommerce strategies? Be sure to get in touch today for your free 20-minute consultation so we can create a plan together.
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