Ecommerce is booming and showing no sign of slowing down as more entrepreneurs make the move into online business.
But with established big players like Amazon and Asos already well ahead of the game, it can be hard for newcomers to get a foot in the door.
It’s not impossible though. And that’s where marketing and PR comes in.
After working with several ecommerce clients it’s become clear that each business is different, has a unique backstory and its own set of goals and values. However, there are a few tips and tricks that can help to raise the profile of an online marketplace.
The first step is to understand what is happening in the world of online shopping, so that you know where to focus your marketing and PR efforts.
To help you on your way, here’s a quick overview.
Stay on top of consumer trends
Ecommerce is a fast moving industry. To stay relevant you have to keep up with the trends to find out where and why people are spending their money.
According to Shopify’s Future of Commerce 2021 report, younger consumers are leading the pack with 67 per cent of 18 to 34-year-olds shifting more of their spending online since the start of the pandemic. This is compared to the average of 54 per cent of all consumers.
For ecommerce business owners, this is a key statistic to be aware of and you can tap into this by finding out more about the age group. Who are they? What are their values? What are their motivations for spending money?
This demographic is also more likely to discover and shop on social media. This means social media marketing has to be part of an overall marketing plan. As well as integrating purchasing options on social media channels.
Another example from the 18 to 34 age group is that they tend to have a preference for green and sustainable products. A way to target this is to communicate about efforts to run a sustainable and environmentally friendly business.
But make sure any claims about being green are genuine. Modern consumers are savvy and can easily spot marketing fluff disguised as sincere motivations. If it’s not really who you are then don’t fake it.
There is more to understanding consumer trends than just demographics though. The whole retail industry is undergoing massive change right now, and it’s important to consider this when planning marketing and PR campaigns for ecommerce.
The rise of independent businesses
Independent businesses are currently in demand – at least according to the Shopify report. Half of the consumers surveyed said they actively look for independently owned businesses when shopping, and gave “supporting entrepreneurship” as one of the reasons why.
A recent Drapers article also says independent businesses are increasingly moving online. With some even redirecting their marketing budget to focus on Google Ads and redesigning a website.
If “independent business” is part of your messaging, this is a great time to make it loud and clear through website copy, blogs, newsletters and social media.
Alternatively, if supporting independent businesses is part of your business model, you can tap into this consumer trend by talking about how your business operates. Combine this with offering services like free shipping to keep up with the big players on the market and it’s a winning strategy.
Again, this can be communicated through channels like your website, a newsletter and social media. It can also be useful to partner with other independent businesses for some cross-promotion. Or try reaching out to niche publications to tell your story.
But the key thing to remember in all of this is that trends come and go.
What works now, might not get the same results next year. However, by keeping an eye on consumer trends, you’re more likely to nail the messaging and reach your target market.
Looking to raise the profile of your business? Get in touch to find out how a copywriter can help at firstname.lastname@example.org