Every successful eCommerce brand has a USP. Etsy sells only handcrafted goods, while eBay has auctioning features. Be sure your online store has a USP that brings out your brand voice.
Make your mission statement a guiding principle behind your brand. Keep it focused on building brand loyalty, not immediate conversions. Think this through when writing your mission statement.
Measure KPIs to understand how well you are living up to your USP and mission statement. Some of the metrics you would want to track include Net Promoter Score, Customer Lifetime Value, Brand Impressions, Web Traffic, and Time to Purchase.
Identify exactly who your target audience is to help outline your overall marketing strategy, including messaging, mediums, channels, platforms, and locations.
Focus on a few paid marketing channels as well. And consider factors like - what KPIs you will measure and how much of your efforts will target the top and bottom of the funnel, among others.
Take a closer look at your inbound marketing strategy. How will you do it? Get your customers and influencers to build a buzz for your brand? Or use your thought leadership?
Where will your brand get the maximum exposure? If it’s an industry-specific platform(s), that’s where your marketing needs to focus. Checking out what your competitors are doing can be a big help in this regard.
Inter-industry platforms are often a good fit for your brand and target audience. For example, an eCommerce site selling home improvement products to single mothers can target platforms like parenting sites, DIY sites, Pinterest, and mommy vloggers.
Use suitable strategies to generate and cultivate leads. Most online stores use incentives like coupons and discounts, lead magnets like eBooks, original research or lifestyle guides, and free trials.
Use a mix of content marketing, local SEO, personalized emails, brand messaging, and an endless “onboarding” process to keep your customers from going elsewhere.