There are some excellent eCommerce marketing tactics and strategies that companies have used to expand their customer base and sell more products.
However, for every great piece of eCommerce marketing, there are many more marketing mistakes that eCommerce businesses make. This means they lose out on potential sales.
Things like Amazon listing optimization are vital to make sure as many visitors as possible buy your products. Still, your marketing is equally important to get your products in front of potential customers in the first place.
Here are some of the most common eCommerce marketing mistakes, and some tips on how we can avoid them.
Not Segmenting Your Audience Properly
Segmenting your audience means you divide it into sub-groups based on demographics and other shares characteristics.
When you categorize your audience correctly, you can identify unmet customer needs to provide needed solutions and stay ahead of your competition.
Using audience segmentation correctly ensures your message is targeted to and reaching the right customer at the right time.
Don’t just use generalized traits to segment your audience. Instead, use particular characteristics such as needs, lifestyle, and interests.
If you take the easy route and only use generic characteristics, you will lose out on the most effective way to drive results.
Take the time and put in the effort to segment your audience, but don’t overdo it and use too many groups with overlapping traits.
Your audience segmentation needs to be clear, consistent, and specific. This will help you narrow your audience to target your message appropriately.
Not Narrowing Your Audience
All too often, eCommerce businesses and sellers try to sell to everyone. They attempt to cast a wide net with their marketing to appeal to as many people as possible.
However, in trying to attract more customers, this is counterproductive and will likely mean you will miss out on sales.
Simply put, you can’t please everyone. If you want to appeal to a specific audience, you need to target them directly in the most precise way possible.
This means knowing your target audience: you must develop an audience profile that details your target market.
It is the only way you can work out how to best market your products to this niche.
Failing to Market your Brand
Understandably, many eCommerce businesses focus on marketing the products they sell. Yes, the products are essential, but failing to market your brand too can make marketing efforts much less effective.
Building a strong brand image helps to build trust between you and your audience. Consumers are more likely to purchase from brands they trust.
You must have a clear picture of what your brand is and what you stand for: these are your key brand values and messaging.
Next, you need to communicate this to your audience through everything you do, from the way you present your listings to your social media posts.
Not Optimizing Your Product Descriptions
You spend a lot of time and resources on product development. Then you spend even more on professional photos of your products.
You’ve worked on your logo and brand colors. But how much attention have you paid to your product descriptions?
Too many eCommerce sellers put up products with short, basic, or simply ineffective product descriptions to accompany them.
Along with your photos, product descriptions are what will ultimately convince people to buy your products.
Write your product descriptions as detailed as possible persuasively and engagingly.
Not Being Responsive to Your Customers
Marketing isn’t just about putting information out there to your customers. It is also crucial that you are responsive to your customers and listen to them.
Even just making it easy for people to get in touch with you goes a long way. When people can see that they can reach you (and preferably through a variety of channels), they will trust you and your brand.
Make sure you have a clear and well-designed “contact us” page on your website. Or include this information in your Amazon listings.
Also, be sure to avoid the big mistake of not responding when customers do reach out. Always get back to your customers as soon as possible in a professional and friendly manner.
Not Monitoring Marketing Performance
Another big mistake that eCommerce businesses make is that they don’t monitor performance and keep track of metrics.
Failing to do so means they don’t know what’s working and what isn’t in their marketing initiatives.
Monitoring marketing performance is an incredibly useful tactic that allows you to be responsive and refine your marketing strategies.
Track sales and analyze how and which sales tactics have contributed to spikes and which have not.
Do more of the activities that are working well. Eliminate the initiatives that don’t work well from your strategy.
This is particularly useful when it comes to monitoring your website. Websites provide a wealth of data that can be analyzed to make your site more effective and drive more sales.
With tools like Google Analytics, you can monitor web traffic and spot problem areas on your site that you need to address.
Scaling into Areas you Shouldn’t
When you start to experience success with your eCommerce business, you might be tempted to expand too quickly without being prepared. Although this can sometimes represent excellent opportunities, always proceed with caution when scaling.
Most notably, you should avoid expanding into product areas where you are not comfortable. Just because your tactics have worked well with products you’re knowledgeable about, it doesn’t mean you can replicate the same tactics elsewhere and get the same results.
Not Enough Focus on Personalizing the Customer Experience
Consumers today expect a smooth and personalized user experience. 88% of retailers report that personalization has improved the effectiveness of their marketing initiatives.
There are several ways to personalize your website for visitors, such as:
- Loyalty programs where you reward loyal customers with discounts and special offers
- User-generated techniques are determined by where a visitor lands and what they do on your site. The more relevant the content a visitor sees, the longer they will stay on your website. And the better the chances of converting them into paying customers.
- Progressive personalization is based on real-time data characteristics of your site visitors. The data is collected through cookies and other variables, including historical data.
Ready to Stop Making the Most Common Ecommerce Marketing Mistakes?
Don’t fall into the trap of making any of the above common eCommerce marketing mistakes. They are easy to avoid and can have a significant impact on the way users interact with your brand, what they do on your site, and how many will convert into paying customers.
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