The contemporary marketing landscape means the eCommerce industry is shifting every day. Here we discuss an eCommerce business marketing strategy, specifically for Australian stores in 2020, keeping in mind modern shifts in the industry.
1. Utilise Influencers
We are truly in the influencer age of digital marketing, an area that has become increasingly relevant over the past few years and will continue to grow into the foreseeable future. Influencers provide so many benefits that traditional forms of digital marketing miss out on, and in 2020 are a necessity rather than an option when it comes to eCommerce success. Influencers provide superior ROI on average to every other digital marketing channel, and carry many other opportunities for your brand such as developing a loyal community and providing a basepoint audience from which you can better target your ads.
2. Focus on Your Brand
It’s easier than ever to pick a product, develop a store, and start selling. While this is such an exciting age to live in, this also means you need to be prepared to defend your store from fierce competition, both direct and indirect. When multiple players are offering similar products and services, the best way you can set yourself apart and maintain customer loyalty is through strong branding. A high degree of brand equity can be worth so much more than any spending on digital advertising. Think about how best to present your company to your target audience, and stick with it. It takes a long time to build a strong brand, yet it takes seconds to destroy one, so be patient.
3. Build Relationships not Sales
Relationship marketing is so popular these days because it works. While sales boosting strategies can be effective, they too often misguide entrepreneurs to a singular focus on increasing sales. In the long-term, this is an unsustainable approach, since you lose out on repeat purchases, word of mouth referrals and brand equity when you only treat your customers like a number. Focus on building strong relationships with your audience with community interaction, strong customer service and post-purchase attention, so as to create brand advocates and strong relationships from which you can generate future value.
4. Omni-Channel Marketing
Gone are the days of TV and radio broadcast ads. In 2020, it’s imperative you engage an omni-channel marketing strategy to ensure you are capturing as much value as possible. Of course, not every channel is suitable for every business, but when there is a potential way to reach your audience that you’re not utilising, then you are simply throwing sales away. It can take a while to develop and master the different marketing channels available, but the ability to not only reach a wider audience, but to more effectively engage your existing audience across multiple platforms, is hugely valuable.
5. Agile Technology Usage
The great thing about operating an eCommerce store in 2020 is that there is more technology at your disposal than ever before. The sheer amount of third-party plugins available through platforms such as Shopify can be overwhelming, but also very advantageous. There are a number of free and accessible options out there that can really boost the performance of your online store, and allow you to improve conversions and capture more sales. CRM and automation software such as Omnisend and Klaviyo are stables in the modern eCommerce store, and are definitely worth checking out. If you can think of an additional functionality you might need, there’s a very good chance it’s already available.
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