Many think e-commerce is secure; some say it sells for itself: these misconceptions are the reason why many of them make digital marketing mistakes that later takes a toll on the business. New e-commerce business owners think that it’s just a platform to sell items online, and it happens naturally as if by magic, but it’s far from the truth. Like any other business, e-commerce stores also demand rightfully done digital marketing. Today, we are going to discuss the top digital marketing mistakes e-commerce businesses need to avoid to be successful. We expect that by 2020 the worldwide e-commerce sales will reach over 4 trillion dollars. So, it’s time for you to gear up for the future.
Wrongful Email Marketing
Email marketing is still today one of the most lucrative digital marketing tactics. When done the right way, it makes up for big sales and user engagement. But truth be told, many e-commerce stores, even the established ones, don’t do it the right way. There are many factors to ruin your campaign, and marketers often overlook these. One of the common mistakes is creating emails with too much sales content. Some ruin it by using unnecessarily aggressive subject lines or by using drop-dead boring subject lines. Some email content insists too much on deals and discounts as if forcing users to buy something. We have seen email contents that didn’t even care to address the customer by name, that being said, if you don’t know the name of the receiver you can still send customized messages with having to address the person by name. Another big mistake in email marketing is focusing all on your offers instead of on your customers. You need to customize your email towards the needs and requirements of your customers. Without it, you will only discourage your brand.
Focusing on New Customers and Forgetting Existing Ones
Many businesses focus so much on gaining new customers that they forget the existing ones. You as a business owner must address this by curating content for your existing customers as well. It’s good that you are branching out to bring new customers by selling the product to your current customer is far more cost-effective. Why? You ask? Because you have already established a positive relationship with them and this is one of the ways to stay on top of their mind when it comes to online shopping. You can do it by sharing exclusive product content tailored specifically for them or by providing them loyalty programs encouraging them to make a new purchase. You may also want to mimic a similar purchase experience they had last time. A simple way to nurture your relationship is by sending personalized birthday offers. Or you could send them anniversary cards as well. You could ask them for their feedback about their purchasing experience with your brand. You may even ask them for referrals and give them an affiliate program.
Not Figuring Out Your Target Audience
This most significant mistake a brand can make is not figuring out its target audience. More often an e-commerce store will present its products to a broad audience without paying much attention to demographics, age and purchasing habits. Devoid of proper customer segmentation, it brings negative consequences to e-commerce stores. You could be investing a lot on extensive marketing campaigns without converting any of your real customers merely because they don’t like what you have to offer and most importantly you are not aware of their likes and dislikes.
Treating All Your Customers The Same
Many E-commerce businesses make the mistake of treating all of their customers the same way without caring to personalize for their specific users. A report suggests that nearly 90% of customers said that personalization has at least some impact in making them purchase products. Around 80% of customers feel frustrated when they find an e-commerce website is not related to their interests. Companies can address it by personalizing the landing page as per the particular customer’s interests. You may find some inspiration from Amazon. Deliver targeted content and cross-sell your products that you think they would enjoy. You could send them personalized messages after they have abandoned the checkout process.
Compromising Quality of the Content
The web is already packed with information and releasing out more contents just for the sake of having material which is a big issue for e-commerce businesses. E-commerce companies should focus more on providing relevant and in-depth articles instead of shallow write-ups. Your targeted reader will often overlook poor content stuffed with keywords, so you should focus on providing a solution to customers’ problems to attract more readers. Develop content that meets your goals as well as readers’ expectations. Place keywords strategically to make it rank higher as well as provide value to your readers. You could start sharing content on social media channels for better customer reach.