These days, no matter how you cut it, building a successful brand is a far different animal than it was even five years ago. Gone are the days of set it and forget it; they have now been replaced by the ever-fluctuating, rabidly customer-centric world of ecommerce.
Is it easy to get started? Perhaps not, but the great news is there are limitless opportunities for growth nowadays that simply weren’t available in the past.
Once your brand is buyer-ready, it’s time to move on to the good stuff. While it may take a lot of time and attention to gain exposure and momentum, there are a few foolproof strategies to get noticed and build loyalty from your customers.
No matter how amazing your product may be, if no one’s looking at you, no one can reap the benefits of your products. So how do you get noticed and keep buyers coming back for more?
Rule #1: Don't put all your eggs in one basket. Becoming a household name can seem impossible when you’re first starting out, so expanding your reach through a variety of avenues is a must.
Develop a Strong Brand Identity
To build a strong brand, first, you have to build a strong voice. People need to know what you do, why you do it, where they can purchase it, and how you’re different from the competition. The best way to cultivate a cohesive brand identity is to create content that accurately reflects who you are. How do you communicate with potential buyers? Below are four suggestions.
Creative Content
Create a distinct tone of voice that can be repeated throughout your copy, visuals, and anywhere you speak to buyers. Make it unique, engaging, and purposeful. Once people understand who you are, they’re more likely to trust what you say.
Logo
Develop a distinctive logo that people can recognize. Recognition is an important part of cultivating trust. Your logo should be unique and mirror the visuals and values that make you YOU.
Identify your target audience
Who are you marketing to? Where do they shop and spend their time? What are their concerns and pain points? Once you know this, you’ll know how to speak to them and what they care about.
Focus on Quality
Establishing why your product or service is exceptional and demonstrating this in many different ways is a surefire step to success. Whether you’re highlighting a top-selling product or writing your ‘About Us’ section on your website, make sure to tout your own praises (humbly, of course).
Successful Ecommerce Methods
So, you know who your target audience is, where they shop, and where they socialize. Now it’s time to speak to them directly. Use this tone within your business ecommerce website, as well as when you branch out. There are so many ways to reach out to potential buyers, so let’s start with some of the most successful methods.
It also never hurts to consult a professional to get started. They know the ins and outs of all the major ecommerce platforms and can help you focus on developing a strategy.
Amazon
Let’s get right to the elephant in the room. Amazon has been a major game changer for so many brands, and with the right strategy, those stats can become yours as well. When people think ecommerce, they think of Amazon. Any reputable ecommerce consultant will help you get set up, but there are quite a few essential steps you can take to gain the customer trust you need to thrive.
Brand Registry
Enrolling your brand unlocks a world of possibilities. Once you are registered, you can now access a plethora of tools to drive conversions and monitor customer behavior. This can get you far closer to your audience, their concerns, and their desires.
FBA
Ninety-four percent of all Amazon sellers use FBA and the benefits are obvious. Subscribing to this service means Amazon picks, packs, and ships your orders, making you eligible for their expedited delivery service, Prime, with over 200 million global subscribers. This one’s a no-brainer.
Amazon Vine
This program is made to boost reviews, which are absolutely essential to success on Amazon. Over 40% of internet users shop on Amazon due to its extensive ratings and reviews. The fact is, reviews = credibility.
Get that Prime Badge
You’ve got to be in it to win it. And by “in it” we mean you have to be enrolled in FBA or SFP (Seller Fulfilled Prime) to be eligible for a Prime badge. This badge means you’re more likely to win the Buy Box and are eligible for faster shipping. Many customers filter and search for Prime sellers, so this step is sure to get you noticed.
Know the Rules
If you’re going to sell on Amazon, it’s in your best interest to know the rules. And there are quite a few. Amazon provides an incredible opportunity for retailers so falling out of their good graces is bad news. Keeping up with “best practices” is a must. Having a reputable ecommerce consultant can keep you in the loop and prevent any pitfalls.
Walmart Marketplace
Selling on Walmart is another great way to expand your brand and get in contact with a new (very large) audience. While Walmart is similar to Amazon in many ways (great visuals, copy, and reviews trump all.), it’s also important to note the differences. For example, you may have a great product listing on Amazon, but Walmart requires theirs to be unique. Copy and pasting simply won’t cut it here. So what’s the best way to gain exposure on Walmart? Here are four opportunities.
Complete Registration
Like Amazon, registration is required to sell on Walmart Marketplace. Fret not, there are no trick questions or devious schemes here. Completing registration is straightforward and relatively quick. Once you’re done you can list, test, and go live.
Explore Expedited Shipping Options
The modern-day buyers expect fast shipping. Walmart has a portfolio of expedited shipping options you can choose from. Some, such as the “Two Day” program, attract attention and win more sales.
Enhanced Returns
Walmart allows customers to make returns both in stores and online. This Enhanced Returns program can increase customer satisfaction and lower sellers’ costs. Choose Walmart’s Returns Shipping Service (RSS), access discounted rates, and save on customer service and return fees.
Pro-Seller Badge
Like the Prime Badge, Walmart’s Pro-Seller Badge gives the buyer a huge boost of confidence. This designation means quality customer service, consistent on-time delivery, and free online and in-store returns. What could beat that?
Use Social Media to Boost Your Ecommerce Strategy
Nowadays, having a social media ecommerce strategy is a must. Buyers use social platforms to search for brands, learn more about their products, and determine their reputability. Internet users worldwide (approximately 44.8% of them) use social media to search for brand-related information, so getting out there and developing a following is essential to success. How do you weave social media into your ecommerce strategy? We suggest the following four opportunities:
Build Brand Awareness
Social media is a great way to establish a distinctive voice, promote top-sellers, and show the world what you’re made of. Being active and engaging not only draws the attention of potential customers but reinforces who you are and what you stand for.
Advertise
Facebook advertising has the potential to reach up to 190 million people. Whether you want to drive traffic, catalog sales, or drive conversions, social media is the place to do it. Choose from image ads, video ads, carousel ads, and collection ads.
Sell
Nowadays, you have the option to sell products or services right from your social media “shop.” It’s free to set up, streamlines the shopping experience (everyone loves easy!), and draws in buyers that may not have found you otherwise.
Collaborate
Working with social media influencers or a non-competing brand can get you noticed. Whether you’re inviting an influencer to test your product, partnering with another brand for a giveaway, or hosting an Instagram live with a partner, collaborating can open you up to a whole new audience.
Gain Exposure Through Email Marketing
Email marketing is a tried-and-true way to engage with buyers and fans. Not only does it build brand awareness, but it promotes your products to people who are already interested. In a world where shoppers are constantly inundated with ads and new brands, staying relevant and reminding customers that you’re there is a must. But how do you gain exposure through email marketing?
Create Custom Emails
Recognition is extremely valuable. Customers love returning to a brand they know and trust, one that offers a great product, excellent customer service, and speedy shipping. Repeating logos, color schemes, and a consistent tone of voice will make buyers feel more comfortable and willing to buy.
Offer Incentives
Freebies, expedited shipping offers, and coupons are a great way to keep customers coming back for more. You can even offer referral incentives to spread the word about your brand and recruit new followers and fans.
Upsell and Cross-sell
If someone has purchased wine from you, do they know you offer beautiful wine glasses as well? Find related items your customers may be interested in and follow their purchase with an order confirmation or delivery email showcasing related items.
Encourage Reviews
Asking buyers for feedback is not only great customer service, but it also gives you an opportunity for growth. Requesting reviews is a great way to expand your brand, gain trust, and increase your visibility.
Conclusion
Expanding your reach through a variety of avenues is a critical component to developing a successful ecommerce brand strategy. Utilizing already established avenues, such as Amazon and Walmart, are a great place to start and they provide a number of benefits to help ensure your customers are constantly taken care of. A robust social media strategy is also important to your ecommerce brand’s expansion. Using various channels, including email marketing, will help gain exposure you may otherwise couldn’t.
Awesome Dynamic, an Americaneagle.com partner, is an experienced, full-service ecommerce agency focused on helping sellers improve their Amazon and Walmart accounts and selling potential. We offer account management, PPC campaign management, listing optimization and more.
The Awesome Dynamic team has been immersed in the world of ecommerce selling for over 10 years. We understand the complexities and challenges that come with selling online. Our astute comprehension of these marketplaces has helped companies of all sizes organize, develop, implement and grow their businesses.
To learn more, set up a complimentary consultation with our team.
