Here’s How to Adjust Your Ecommerce Marketing Strategy

If you’re considering starting an online retail business or adding an e-commerce component to your existing business, a solid marketing strategy can set you up for success.

However, the marketing strategies of an e-commerce business differ from those of a physical store. There are also other factors to consider, such as SEO, content marketing, email marketing, and social media.

To help craft an optimal e-commerce marketing strategy, eight members of the Newsweek Expert Forum discussed what entrepreneurs should keep in mind when adjusting their strategy.

1. Consider a tangible ROI

E-commerce is a whole different ball game when it comes to marketing. The days when efforts could not be quantified are long gone. Now, marketers know that e-commerce is all about tangible ROI. Entrepreneurs also need to recognize this and understand that measuring data that leads to tangible ROI is the only way to market in our time. – Priscila Martinez, The Brand Agency

2. Build a social media presence

Businesses, e-commerce or not, should focus on brand conversations on social media, as potential customers use these platforms for research. A report from Twitter showed that 92% of consumers actively seek feedback on brands, products or services on social media. The study also found that conversation has the most impact early in the buying journey, proving that social is key to building awareness. – Brooke Sellas, B Squared Media, LLC

3. Remember that results take time

You will have success or failure, and it takes time to see results. When we change the focus of our marketing strategy, we always keep in mind that it takes time for new ideas to appear online. – Tammy Sons, Tn Nursery

4. Use video marketing

Some entrepreneurs should consider using video to sell marketing items. Video has always been a great option, but it’s been underutilized. However, video channels like QVC have been successful, and now similar marketing videos are merging with e-commerce as an option. Video content was not considered quality content until last year. – Baruch Labunski, secure rank

5. Know who you are

Remember who you are and what it means to be an entrepreneur. Generally speaking, an entrepreneur should be a quick and innovative risk taker. Think outside the box to envision something new, smart, simple, essential, and consumable for end users. – Margie Kiesel, Avaneer Health

6. Be ready to switch gears at any time

What worked yesterday may not work today. In other words, entrepreneurs must be ready to shift gears at all times, especially when it comes to e-commerce campaigns. There are new trends and new ideas all the time. Partner with a marketing professional who can adjust the strategy accordingly. – Krisztina Veres, Veres Career Consulting

7. Try content marketing

Pivot to traditional content marketing if you’re out of ideas. Blog posts and long-form content have a lot of power, even at 400 words. This lets your users know that you are reliable and have something to say in addition to ad copy for a sales pitch. – Jacob Mathison, Mathison Projects Inc.

8. Find the right e-commerce channel

The e-commerce channel you are using may not be effective for your business. It’s a reality that most entrepreneurs don’t want to acknowledge. While specificity is essential in e-commerce, the knowledge and skills of the people who will use it within your business are also paramount. You can reduce the likelihood of failure by ensuring you have the right staff to support e-commerce engagement. – Kira Graves, Kira Graves Council

William L. Hart