The first step towards marketing your eCommerce business is to craft a bulletproof marketing strategy. This is a multi-faceted function because it requires a deep understanding of the various elements that go into building a solid eCommerce marketing plan. Content marketing, SEO, social media marketing, advertisements, PR releases, customer outreach, etc. are all elements that your marketing strategy must cover.
We spoke with Paige Arnof-Fenn, Founder & CEO at Mavens and Moguls, a leading marketing consultancy firm, to share her views on forming the perfect eCommerce marketing strategy and how content marketing helps SEO. Read on!
What inspired you to start Mavens and Moguls? Tell us the story.
I started a global marketing and branding company 17 years ago after starting my career on Wall Street in the 80s and having a successful career in Corporate America. As we were forming the company, I jokingly referred to the women in the group as the Marketing Mavens and the guys as the Marketing Moguls. I called them Mavens & Moguls as a working name but never expected it to stick. The name Mavens & Moguls has helped us become memorable and stand out from the pack.
How does one go about forming a successful eCommerce marketing strategy?
My best marketing strategy tip would be to give before you get. Give them something of value before you ask for an order. It can be an article, an invitation for whitepaper, webinar, podcast, etc., just show that you value them and want to build a relationship beyond the transaction. It goes a long way when you take the time to educate, entertain and inform your customers, respect their time and show that you are in it for more than just a paycheck.
Thought Leadership is a great way to build your brand, increase visibility, raise your profile and attract more customers. Activities like speaking at a conference, writing articles, building a following on social media all contribute towards increasing awareness with potential customers and building credibility with a larger community.
Optimize your website to make it easy for people to find you. Start small and build as you go. I started speaking at local events and then submitted proposals to speak at industry conferences and trade shows nationally and eventually global events too. The same advice goes for writing; start with small publications then move up the chain to reach bigger audiences.
These ideas do not require big budgets, but they do take time. Remember, authenticity is the key.
Eshan Pancholi For brands and eCommerce businesses, Instagram marketing is a dream come true. With free and unlimited access to millions of potential customers that are engaging online on a daily basis, marketing and driving sales couldn’t get easier. Did you know that Instagram has over 800 million monthly active users?
Share with us a few eCommerce trends you foresee for the remainder of 2018.
- Simplicity & Convenience
As the world becomes crazier and technology gets faster and more complicated, people will find new ways to simplify their lives. Shorter workouts, fewer ingredients, less stuff. Less is more in 2018.
- More Personal Interactions
Technology runs our lives today, but it is relationships that drive business and commerce. So, people will find more ways to connect through Skype/FaceTime, in person, by phone, podcast, webinar, etc. to build trust and strengthen connections.
- Rise of Micro Influencers
To elaborate on the ‘less is more’ theme, a targeted small audience can be more powerful and effective than blanketing the masses. Getting to the right people gives you the best multiplier effect and going viral is still the goal.
- More Mobile Shopping
The world is moving to mobile shopping only. The number of people accessing the web on big screens is reducing. This means you must tailor your message and content accordingly.
- More Video & Rich Multimedia Content
In a mobile-first world, you have less time to grab people’s attention. Videos will be used even more, along with Gifs, Memes and other engaging forms of rich multimedia content.
- Quality Content Will Continue to Rule
Original content is at a premium as consumers continue to trust content more than ads.
As part of their eCommerce marketing strategy, how can large retailers go about crafting their SEO plan?
For large corporations and retailers, it is best to hire online marketing professionals for SEO work. Although mastering SEO isn’t all that hard, professionals follow all the latest algorithm changes and trends and are well-equipped to derive the best from their efforts. This is one of those areas where it makes sense to outsource it to the pros since budgets won’t be a major issue.
How can eCommerce businesses leverage from investing in content marketing and starting a blog?
Before trying to start your own blog or newsletter, try contributing regularly to existing well-trafficked blogs in your industry or newsletters of like-minded organizations reaching the same target audience as you. Make sure you put your URL or contact info on it, so they can find you and follow up. When your articles or talks become available online, make sure to send them out via social media to all your friends, followers and contacts.
New content is a critical component of SEO and so, content marketing is a smart way to supplement your SEO activities. Not only that, starting a blog that provides value to your customers will enable your brand to become an expert in your niche and build a strong brand image.