7 Core Elements of a Solid Ecommerce Strategy

What is ecommerce? If you sell anything on your website, that a customer can order and have shipped to them, then you have an ecommerce business.

The idea used to be “make a great product and the customers will come.”

That is no longer true in this crowded marketplace. Rather… it’s much, much harder to convince people to buy your widget.

Even if you do have the best product out there, if you don’t have a tight marketing and ecommerce strategy, someone else with a better story and buying experience may win that sale over you.

Here are my 7 Core Elements of a Solid Ecommerce Strategy

  1. Brand Story
    What is your unique selling proposition? Why should someone choose your brand or product over another? What sets you apart and makes you better than your competition?Starting out, make sure you get super specific and specialize in what makes you different and unique. Focusing on your speciality will help your brand stand out and eventually you will become known for something special.
  2. Buyer Personas
    Know who you are selling to, what their pain points are, and what makes them take action.Having this information will help you and your digital team understand your target audience so that you can focus your marketing efforts towards these specific customers. You can use existing customer data from Google analytics to gather demographics and craft this buyer persona.
  3. Competitor Analysis
    You should already know who your competitors are, but make sure to take a deep dive into their digital marketing strategies. Those findings will help you shape and refine your own online marketing plans. Hint: SEMRush is an especially great tool for spying on the competition.
  4. Set Goals
    This is key to having a successful marketing strategy. If you don’t know what your goals are, then you won’t know if you have a successful campaign or plan. It’s okay for your goals to be ever-shifting, but they should be measurable and achievable.Set some SMART (Specific, Measurable, Achievable, Realistic, and Time-bound) goals for your business.
  5. User Experience
    Offer a superior e-commerce experience to your potential customers. Since e-commerce business take place entirely online, your website is key to your customers’ experience.Make sure you are paying attention and refining the following areas:– Navigation: Customers should be able look through your website and easily find what they are looking for (and also find things that they didn’t know they were looking for!). Make sure that mobile navigation is as easy, if not easier, than the desktop experience. An overwhelming majority of people are now browsing and shopping on their phones while on the go.– Integration: the front-end and back-end of your website should flow seamlessly to your customer, from the storefront to payment to shipping should all work together as one to make purchasing from your online store easy for your customers.
  6. Create Engaging Content
    A well crafted content marketing plan is key to any marketing strategy. It covers all marketing channels and content types, including copy, images and video. A content strategy creates interest around your channels, driving traffic to your online store, and builds a community around your brand.
  7. Retention and Analysis
    As you launch and execute your marketing campaigns, make sure to track your efforts and analyze the data coming through your tracking tools, including customer reviews and social media stats.As your track and analyze the data from campaigns, you can further polish your strategies and better reach your target customers.

I hope these ecommerce strategy tips help you improve your online store and generate more revenue for your business! What challenges and successes have you seen in your ecommerce businesses?

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