The e-commerce business on the rise and isn't slowing down anytime soon. This has forced many business owners and entrepreneurs to take advantage of this opportunity. But growing an effective e-commerce brand doesn't come without its share of challenges. The goal is to brand your business in a way that increases sales. In the meantime, here are five effective ways to branding your new e-commerce business.
Develop Your Brand Story
Your brand story sets the narrative of your overall e-commerce brand. It explains your core values, goals, mission, and vision. It allows your customers to connect to the purpose and meaning behind your online business. Some of the most successful stories on the Internet have meaningful stories.
Most of these brands are legacy brands that were created by visionaries who wanted to create change. To create a brand story, you need to articulate the reason why you started your business. If you're not sure about your why then you should read the six elements to creating your brand story.
Design Your Unique Experience
Once you've determined your brand story, you need to design a unique experience for your customers. If you provide a great experience, your customers will want to tell other people about it. Word-of-mouth marketing is better than traditional forms of advertising.
Designing your unique experience involves the user experience, the SOP or steps for making a transaction, and your website's user interface. According to a study, 89% of people exited an e-commerce site due to poor customer experience. You want to ensure that your website is mobile-friendly since most of your traffic comes from mobile devices.
This will allow your customers to navigate around your website to find their preferred method of content. You should also develop the shortest and easiest transaction journey possible.
Establish a Social Media Presence
A social media presence gives you access to a wider audience and a new way to promote your e-commerce brand. When it comes to building and establishing your brand on social media, you should focus on creating consistent content among your platforms. You should also make sure that you're using the same colours, logo, and language to engage with your customers. This is where you'll need your brand story.
But, you need to determine where you spend time and energy. Not every social media site is going to be effective for your business. The key is to find the right platform for your target audience. Where are your competitors hanging out? Which platforms do your customers love to use?
Consider your target audience. Research has proven that certain demographics hang out on different social media platforms. More baby boomers are using Facebook while teens and young adults are using Facebook, Instagram and Snapchat. Finding the right platform allows you to connect with your audience. You can use this platform to attract your customers to your products and services.
Focus on Education – Not Selling
Create a content marketing strategy that provides customer reviews, educational guides, features sets, testimonials, and videos. Many of the leading e-commerce businesses use these techniques in their marketing strategies. This content can be distributed on blogs, e-mail newsletters, review sites, social media sites, websites and more.
Give your customers the content they're looking for and highlight the value that your products and services offer. According to a recent study, only 20% of businesses promote their content so well that it produces a high ROI. A well-executed content strategy with KPI's is one way to take your visitors through the buyer's journey.
Personalize the Customer Experience
Customer service is probably not something you think of when it comes to branding. But offering a personalized customer experience can help you establish your e-commerce business. Eighty percent of consumers are more likely to purchase from a business that provides a personalized experience, according to research. For example, Sewport can connect you to clothing manufacturers that can provide you with high-quality clothing and accessories that are ethically sourced.
As you work on your e-commerce business, determine how you can personalize the customer experience in a way that follows your goals, mission, and brand identity. Offering branded packaging experiences can create a memorable experience. While this may cost more money, it still provides a unique experience and leads to free marketing on social media.
Building an e-commerce brand can be overwhelming for newcomers. Start slowly by implementing some of these strategies. Taking your time to brand and promote your e-commerce business can increase sales and make you stand out among your competition.
Tomas Smith is a production process specialist at Sewport - an online marketplace connecting brands and manufacturers, former advisor to various clothing manufacturing businesses. He is passionate about process optimisation and all things related to garment manufacturing, writing and sharing his knowledge with the world.