The world of e-commerce is growing at an unprecedented rate, with global sales projected to reach $6.38 trillion by 2024, up from $3.53 trillion in 2019. With such a massive market opportunity, competition is getting stiffer, making it increasingly difficult for e-commerce businesses to stand out from the crowd.
As a result, businesses are constantly seeking innovative marketing strategies to help them reach their target audience, boost brand awareness, and drive sales.
Look no further! In this post, I'll introduce you to 21 modern marketing strategies that can help you take your e-commerce game to the next level. From social media marketing to influencer partnerships to user-generated content, I'll cover a range of tactics designed to capture the attention and interest of your target audience. Let's dive in!
Use your product descriptions to tell a story
It is a marketing strategy that involves crafting compelling and engaging product descriptions that go beyond just listing the features and benefits of your products. Instead, you can use your product descriptions to tell a story that resonates with your target audience and creates an emotional connection with your brand.
This could involve sharing the backstory of the product, describing the materials and craftsmanship that went into creating it or highlighting the unique value proposition of the product. By doing so, you can create an emotional connection with your customers and help them understand why your product is different and worth purchasing.
Example of Warby Parker
Warby Parker, an online eyewear retailer, uses product descriptions to tell the story of each of its glasses frames. They might describe the inspiration behind a particular structure or share details about the materials used in its construction. By doing so, they're able to make their products more interesting and engaging for customers.
Include an event calendar on your site and use it to build buzz around products and seasonal offerings.
Events calendars are a great way to build buzz around products and seasonal offerings. You can use them to highlight new products, or you can also use them as a way to promote upcoming events. Events calendars are also a good way to build up a community of loyal customers who enjoy interacting with your business on social media channels like Facebook and Instagram.
Example of Sephora
Sephora, a beauty retailer, has events calendar on its website where customers can find out about upcoming in-store events like product launches, beauty tutorials, and makeup classes. By offering these events, Sephora creates a sense of excitement and exclusivity around its brand and gives customers a reason to visit its physical stores.
Build up a community of loyal customers
Building a community of loyal customers is an important modern marketing strategy for e-commerce businesses. It means creating a space where customers can engage with your brand and with each other, fostering a sense of belonging and loyalty.
According to Marketing Charts, “82% of customers prefer continuing to buy from a company that they trust, even over companies become trendy at that point in time.”
There are a few ways to build up a community of loyal customers. One is to create a loyalty program that rewards customers for their purchases and engagement with your brand. This can include things like exclusive discounts, early access to new products, and personalized offers.
Another way to build a community is to create social media groups or forums where customers can connect with each other and with your brand.
This allows customers to share their experiences, ask questions, and provide feedback, which can help you improve your products and services.
Example of Glossier
Glossier, a beauty brand, has built up a strong community of loyal customers through social media. They regularly share user-generated content on their Instagram account and engage with customers through comments and direct messages. By doing so, they've created a sense of community around their brand and made their customers feel like they're part of something special.
Provide a forum for customer feedback
When it comes to the online shopping experience, nothing beats getting real-time feedback from users as they shop on your website or app. This way you can make improvements in terms of design and usability based on their suggestions to improve conversion rates over time (which means more money).
Example of Amazon
Amazon, the world's largest online retailer, has a robust customer review system that allows customers to leave feedback on products they've purchased. This feedback can be incredibly valuable for other shoppers, and also helps Amazon improve its product selection and customer service.
Provide customer service
It means offering support and assistance to customers who have questions or concerns about your products, orders, or website. It's important to have a customer service strategy in place to ensure that your customers have a positive shopping experience and feel confident in making purchases from your e-commerce store.
Some ways to provide customer service in e-commerce include:
- Offering multiple channels for customer support, such as phone, email, live chat, and social media.
- Providing detailed product descriptions and FAQs to address common customer questions.
- Responding to customer inquiries and concerns promptly and professionally.
- Resolving customer issues and complaints in a timely and satisfactory manner.
- Offering a hassle-free returns and refunds policy.
Example from Zappos
Zappos, an online shoe retailer, is known for its exceptional customer service. They offer free shipping and returns, a 365-day return policy, and a 24/7 customer service hotline.
By providing top-notch customer service, they've built a reputation for being a company that truly cares about its customers.
User-generated content is any content that is created and shared by users of a particular brand or product. In the context of e-commerce, this typically refers to content such as photos, videos, and reviews that customers share about the products they've purchased.
User-generated content can be really valuable for e-commerce businesses because it provides social proof and authenticity to potential customers. When shoppers see real people using and enjoying a product, they are more likely to trust and feel confident in their purchase decision.
Research shows that companies that incorporated UGC into their websites see an 18% increase in revenue.
Example of AIrbnb
Airbnb, an online marketplace for short-term lodging rentals, relies heavily on user-generated content to promote its brand. They encourage hosts to share photos and stories about their properties on the Airbnb platform, which helps to create a sense of trust and authenticity among potential renters.
Multi-channel marketing strategy
Creating multiple touch points for customers to interact with your brand, whether it's through social media, email marketing, or other channels.
Social media is a great way to connect with customers and build brand awareness. You can use Facebook, Twitter, and Instagram as well as other platforms like LinkedIn or Pinterest to create content that will resonate with the people who matter most--your potential buyers!
Another is Email marketing which allows you to stay top-of-mind with customers who have already shown interest in what you're selling by signing up for emails from your store (or signing up for promotional offers). It also gives them an easy way of reaching out if they need help making a purchase decision or just want more information about products before buying them online.
Example of Walmart
Walmart, a retail giant, has a strong multi-channel presence, with both physical stores and an online marketplace. This allows customers to shop for products in whichever way is most convenient for them, whether that's in-store, online, or through Walmart's mobile app.
Personalization marketing strategy
Use personalization to show that you care about each customer's experience with your brand. Personalization is a marketing strategy that can be used in many ways.
You can personalize your website by showing customers exactly what they want to see and providing them with information about products that might interest them. You can also personalize an email campaign by sending out targeted messages based on the recipient's past behavior or interests.
According to Accenture, Personalization is a key driver of e-commerce success, with 91% of consumers saying they are more likely to shop with brands that provide relevant offers and recommendations.
Example of Stitch
Stitch Fix, an online personal styling service, uses data to personalize its recommendations for each customer. When a customer signs up, they're asked to fill out a style quiz, which provides information about their size, style preferences, and budget. Based on this information, Stitch Fix's stylists curate a personalized selection of clothing items and accessories for each customer.
Create a unique voice for your brand that will resonate with customers and make them feel like they are part of something special when they shop with you.
The best way to communicate your brand's voice is through content. Whether it's a blog post, email campaign, or video, you should use this way to show customers who you are and what makes your business special.
When writing for your website and social media channels, think about how the words on their own make someone feel when they read them. Are they excited? Are they inspired?
Do they feel like they would want to shop with this company based on how the product is described?
Example of Dollar Shave Club
Dollar Shave Club, a subscription service for men's grooming products, is known for its irreverent brand voice. They use humor and wit in their marketing campaigns and product descriptions, which helps them stand out from other more serious grooming brands.
Create coupons, sales promotions, and other incentives to get customers back into your store regularly.
Coupons and sales promotions are a great way to get customers back into your store regularly. You can use them to keep your brand top of mind with customers, and they're also an effective way to reward loyal customers.
Free shipping is one of the most common examples of an incentive that encourages shoppers to buy from you again. It's a no-brainer for most e-commerce stores because it saves money on shipping costs and makes it easier for customers to make purchases online (especially if they're shopping around).
You can also incentivize repeat purchases by offering discounts or free returns on certain days or during certain times of the year for example, during Black Friday weekend or Cyber Monday!
Example of Birchbox
Birchbox, a beauty subscription service, has a strong focus on customer retention. They offer personalized recommendations based on each customer's preferences, as well as a loyalty program that rewards customers for making repeat purchases.
Develop engaging content that showcases why people love shopping at your store (and why it's different). This can include podcasts, blog posts, or videos that show new ways that your products could be used.
Create an email newsletter with the latest information about your brand and products. You can use this to showcase new items in the store, share tips on how to use them, and provide discounts on purchases made through email.
Example of REI
REI, an outdoor gear retailer, has a robust content marketing program that includes a blog, social media channels, and a YouTube channel. They share stories and advice about outdoor activities, which helps to establish them as a trusted source of information for their customers.
Offer in-store events such as free workshops on how to use certain products or demonstrations by expert consultants who can answer questions and provide tips on how to achieve desired results with specific products or items in general.
This method is a great way to increase brand awareness and generate leads for your business. It's also an effective way of attracting new customers who may not have been aware of your brand before the event; you can build long-lasting relationships with these consumers through continued engagement in the future.
Example of Apple
Apple, a technology company, hosts in-store events where customers can learn about new products, attend workshops and seminars, and get hands-on experience with their demo devices.
These events create a sense of community around the brand and provide customers with a unique and engaging shopping experience.
Pay-per-click advertising (PPC)
Pay-per-click advertising (PPC) is a type of online advertising where advertisers pay each time a user clicks on one of their ads. In the context of e-commerce, PPC can be a powerful way to drive traffic to your online store and increase sales.
Here's how it works: You create an ad for your e-commerce store and bid on relevant keywords that your target audience might be searching for. When a user searches for one of those keywords, your ad will appear at the top of the search engine results page (SERP). If the user clicks on your ad, you'll be charged a fee based on the amount you bid for that keyword.
Example of Casper
Casper, a mattress retailer, uses pay-per-click advertising to target customers who are searching for keywords related to mattresses, sleep, and bedding. By bidding on these keywords, they're able to appear at the top of search results and drive more traffic to their website.
Influencer marketing is a type of marketing where a brand partners with an influencer who has a strong following on social media to promote its products or services. In the context of e-commerce, influencer marketing involves partnering with influencers who have a strong following in the e-commerce industry to promote your products to their followers.
According to Yotpo, Loyalty Programs Influence 83% Of Consumers to Repurchase.
The idea behind influencer marketing is that influencers have built a relationship of trust and credibility with their followers, who are more likely to purchase a product if it is recommended by someone they trust. By partnering with an influencer, you can leverage their influence to increase awareness and sales of your products.
Example of Fashion Nova
Fashion Nova, an online clothing retailer, uses influencer marketing to promote its products on social media. They partner with influencers and celebrities who have large followings on platforms like Instagram and TikTok and ask them to feature Fashion Nova products in their posts. This helps to reach a wider audience and build brand awareness.
Abandoned cart recovery
Abandoned cart recovery is a modern marketing strategy for e-commerce that aims to recover lost sales by targeting customers who have added items to their cart but did not complete the checkout process.
When a customer adds items to their cart but doesn't complete the purchase, it's called an abandoned cart. Abandoned carts are a common problem for e-commerce stores, and they can result in lost sales and revenue.
To recover these lost sales, e-commerce stores can use abandoned cart recovery strategies. One popular strategy is to send automated email reminders to customers who have abandoned their carts. These emails typically include a reminder of the items in the customer's cart, along with a call-to-action to complete the purchase.
Example of Bombas
Bombas, a sock retailer, uses abandoned cart recovery emails to encourage customers to complete their purchases.
When a customer adds items to their cart but doesn't check out, Bombas sends them a series of reminder emails with discounts or other incentives to encourage them to come back and complete their purchase.
Affiliate marketing is a performance-based marketing strategy where an e-commerce business partners with affiliates or publishers to promote its products or services. Affiliates can be bloggers, influencers, content creators, or other businesses that have an audience that may be interested in the e-commerce business's products.
In affiliate marketing, the e-commerce business provides the affiliates with unique tracking links that they can use to promote the products on their website, social media channels, or other marketing channels. When a customer clicks on an affiliate's tracking link and makes a purchase on the e-commerce business's website, the affiliate earns a commission on that sale.
Example of Amazon
Amazon, the world's largest online retailer, has a robust affiliate marketing program. They allow bloggers, influencers, and other content creators to promote Amazon products on their websites or social media channels, and earn a commission on any sales that result from their referrals. This helps Amazon reach new audiences and drive more sales.
Flash sales are a marketing strategy that involves offering a limited-time discount on select products to create a sense of urgency and encourage customers to make a purchase. Flash sales can be an effective way to drive sales and generate buzz around your brand.
For example: Let's say an online clothing retailer wants to promote their new line of summer dresses. They might create a flash sale where they offer a 20% discount on all summer dresses for 24 hours. The promotion could be advertised on the retailer's website, social media accounts, and email newsletter, and customers would be encouraged to act quickly to take advantage of the discount.
During the 24 hours, customers would be able to browse the selection of summer dresses and add them to their cart at a discounted price. After the sale is over, the dresses would go back to their regular price.
Leverage the Power of (Positive) User Review
It is a marketing strategy where e-commerce businesses encourage their customers to leave reviews and ratings of their products, and then use those reviews to build trust and credibility with potential customers.
Positive user reviews are powerful because they provide social proof that your products are high-quality and that your business is trustworthy.
According to a survey by BrightLocal, 91% of consumers read online reviews before making a purchase, and 84% trust online reviews as much as personal recommendations.
For example, Warby Parker is an online retailer that sells eyewear. Warby Parker has built their brand around the idea of providing high-quality eyewear at an affordable price while also giving back to the community.
One of the ways that Warby Parker leverages the power of positive user reviews is by encouraging customers to try on their glasses at home for free before making a purchase. After a customer receives their at-home try-on kit, Warby Parker sends follow-up emails asking them to leave a review of the glasses they tried on.
Warby Parker also prominently features customer reviews on their website. Each product page includes a section where customers can read reviews from other customers and see photos of the glasses being worn. This social proof helps to build trust with potential customers and encourages them to make a purchase.
Take Advantage of FOMO
FOMO stands for "fear of missing out", and it's a psychological phenomenon where people are afraid of missing out on an opportunity or experience that others are enjoying. In the context of e-commerce, you can use FOMO to create a sense of urgency and encourage customers to make a purchase.
One way to take advantage of FOMO is by creating limited-time offers or sales. For example, you could offer a discount code that's only valid for a few days, or promote a flash sale that only lasts for a few hours.
By emphasizing that the offer is only available for a short time, you can create a sense of urgency and encourage customers to purchase before it's too late.
Another way to use FOMO is by highlighting popular or in-demand products. For example, you could feature a "best-sellers" section on your website, or use social proof such as customer reviews and ratings to show that a particular product is popular and in high demand.
By emphasizing that other customers are enjoying the product, you can create a sense of FOMO and encourage potential customers to purchase before the product sells out or becomes unavailable.
Search engine optimization (SEO) for e-commerce
It is the process of optimizing your website and content to rank higher in search engine results pages (SERPs) and drive more organic traffic to your website. In the context of e-commerce, SEO is especially important because it can help you attract potential customers who are actively searching for the products you offer.
To optimize your e-commerce website for SEO, here are a few strategies you can implement:
- Conduct keyword research to identify relevant keywords.
- Optimize product pages with unique and informative descriptions, images, and videos.
- Improve the website's technical SEO by optimizing site speed, mobile-friendliness, site structure, and crawlability.
- Create high-quality content that provides value and is optimized for keywords.
- Build high-quality backlinks from other reputable websites in your niche.
For example, Wayfair, an online retailer of furniture and home goods, has implemented an effective SEO strategy by optimizing its website for a wide range of keywords and creating high-quality content that provides value to its customers. For example, they have a blog that covers home decor and design topics such as DIY projects, room makeovers, and trends in home furnishings.
Wayfair has also optimized its product pages with unique and informative descriptions that include relevant keywords, as well as high-quality images and videos that showcase its products. They have a clear site structure that makes it easy for search engines to crawl and index their pages, and they have built high-quality backlinks from other reputable websites in their niche.
Retargeting is a marketing strategy that involves targeting users who have previously interacted with your website or ads with additional ads or promotions. The goal of retargeting is to encourage these users to come back to your website and complete a purchase that they may have abandoned or forgotten about.
For example, Zappos is an online retailer that specializes in shoes and clothing. Zappos uses retargeting ads to remind users about products they've viewed or added to their shopping cart but hasn't purchased yet.
If you add a pair of shoes to your shopping cart on Zappos but don't complete the checkout process, you may start seeing retargeting ads for those shoes on other websites or social media platforms. The ads may include a message reminding you about the shoes you left in your cart, along with a discount code or other incentive to encourage you to complete your purchase.
It's a wrap
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