Planning Your eCommerce Strategy For 2021

With Covid not going anywhere anytime soon, eCommerce sales are going to be increasing even more over the course of 2021. 

People who didn’t use online shopping before have (finally!) started to realise how convenient it is to make their purchases online. They don’t have to visit busy stores or drive long distances to get specialised goods. It can all be accessed from the comfort of their home. 

Not only are consumers more active online, but more businesses have migrated online, saturating the already-busy market even further.

This growth in eCommerce is forcing businesses everywhere to work harder to stand out from the crowd and be recognised by consumers. This means you’re going to have to start coming up with unique and effective eCommerce marketing strategies for 2021. 

Here are four eCommerce marketing strategies and eCommerce trends that you should consider for your eCommerce 2021 strategy.

 

1. Improve your eCommerce content marketing

The internet is full of content. From hilarious GIFs to informative articles, stand-out videos to helpful webinars, content is everywhere. 

Consumers spend hours every day engaging in digital content on their laptops, PCs and mobile phones. This is why having a good content marketing strategy is an important part of your overall eCommerce strategy. 

The average consumer spends six hours and 59 minutes consuming content on a daily basis. Whether it’s watching videos, reading blog posts, or attending webinars consumers spend a lot of time engaged with various forms of content. 

All this content can be used to attract, convert and retain your target audience. You just have to implement a strategy that works. By using a content marketing strategy that educates your potential customers about your goods or services you’ll be able to get them to convert - and coming back for more. 

Ideally, your content should be:

  • Well-researched
  • In-depth
  • Helpful
  • Informative
  • Have real value

Search engines also love seeing new, engaging content on websites and it’s one of the top three ranking factors on Google. Meaning the more high-quality content you have, the higher on Google you’ll rank. 

When writing content, try to focus on keywords that have high search volumes. By developing your content around these high volume keywords or keyphrases you’ll be easier to find on the search engines. 

You can use keyword analysis tools like:

These tools will help you come up with content ideas, determine the difficulty of ranking for each keyword, and show you the keyword search volume.

2. Optimise your Facebook & Instagram Ads

Facebook and Instagram ads are an important and integral part of your eCommerce strategy. Last year 3.6 billion people were using social media worldwide and Facebook is the most popular social media platform at the moment. This is why it’s important to optimise your Facebook and Instagram ads to ensure you’re getting the most out of your social media accounts. 

Take a look at these tips on how to optimise your Facebook and Instagram Ads. 

Make the most of audience targeting

Both Facebook and Instagram offer a lot of audience targeting tools. With this, you’ll be able to target your audience more effectively and efficiently. 

By targeting your audience using these tools you’ll be able to increase the number of customers you get to your store.

Here are some targeting options you can use on your adverts:

  • Location
  • Interests
  • Behaviour
  • Demographic data
  • Browsing history
  • Purchasing history
  • Lookalike audiences

From here you can create a custom audience and further optimise your ads by editing each advert to appeal to different audiences. For example, editing text so it mentions the audience’s location or specific problems your products solve. 

Advertise at the perfect time for your audience

Are your current ad campaigns running continuously throughout the day?

If so, then you’re more than likely not making the most out of your budget. 

There are certain times during the day when your audience is going to be most active. Your ads will perform better at this time. 

You can see which times work the best for your business by logging onto your Facebook Ads Manager and analysing the statistics for your campaigns. 

The data from your Facebook campaigns will show you what the best time to run future campaigns is. Once you know which days and what time works best for your business you can set a custom schedule to reach more of your audience.

Fight off any ad boredom

Your target customers can get annoyed, bored, or plain fed up with your advert if they see it too often on their timeline. If they keep seeing your ad they might hide future ads from your business and ignore all the great products you’re offering. 

One of the best ways to combat ad boredom or ad fatigue is to create variations of your Facebook or Instagram ad. 

This way you’ll be able to show multiple adverts to your audience throughout the week by scheduling the different variations on different days. This stops your ads from being repetitive and boring. 

Keep testing

You might be tempted to create your ad campaign, leave it alone, and hope it works as well as you think it will. But one of the most important aspects of optimising your Facebook and Instagram ads is testing them over and over to see which perform the best. 

Consumers are constantly changing what they like and Facebook and Instagram are always adding new tools and ad placements to use, so test out your ads to see what works best for you.

With Facebook Ads Manager you can even set up an A/B test in the experiments tab to compare two or more ad campaigns. This way you can see which one works the best for your business - and focus your efforts on where the best return on investment is.

3. Take advantage of referral marketing for your eCommerce business

Referral marketing is a powerful strategy you can use in your 2021 eCommerce marketing strategy. Human beings are very social creatures and we love to share our experiences with friends and family. 

Your audience wants to avoid any difficult and awful experiences while shopping online and they want the same for their loved ones. So, if they find a brand that provides exceptional service they’ll want to share their excellent experience.

How to apply referral marketing to your eCommerce business

The best way to benefit from referral marketing and influence word-of-mouth awareness is to encourage your happy customers to share positive things about your brand. 

You can do this by setting up a referral program. For example, offer a discount code for any customer who refers your business to a friend or family member. 

You can also collaborate with influencers in your niche. Influencer marketing is an incredibly popular way of improving brand awareness and brand loyalty. People who have popular blogs, YouTube channels, or are influential on social media can help shine a positive light on your company.

4. Include AI & AR in your eCommerce strategy

One of the worst things about buying online is that you can’t try before you buy. You can’t touch or feel what the product looks like. This is why AI (artificial intelligence) and AR (augmented reality) are becoming an integral part of eCommerce. 

Augmented reality and artificial intelligence are becoming more and more popular in the world of eCommerce because brands want to give their customers the chance to try out their products. 

For example, IKEA is allowing their customers to see what a piece of furniture would look like in their home or office with AR. Soon AR will even be able to bring the physical store straight to the consumer’s home. 

AI is quickly becoming an essential part of any online business and this is only going to continue in 2021. From chatbots to virtual shopping assistants, AI is becoming the backbone of customer care in the eCommerce world. 

 

We’ve already seen an increase in the number of websites using AI to help their customers. With the ever-evolving technology of today’s world, AI is only going to get smarter and more efficient with its customer care capabilities.

If you'd like more information about what to do for your 2021 eCommerce strategy then please feel free to get in touch with us directly today.

Check out our 91 point ecommerce conversion optimisation checklist and learn how you can unlock the hidden revenue already in your eCommerce website by implementing the improvements professionals make on client's websites to increase sales.

 

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