E-Commerce-Marketing Tips For Your Online Shop

The continuous uncertainty caused by the spread of the COVID-19 virus puts a lot of pressure on online business owners. Acting responsibly and intelligibly to keep your online shop going is key but certainly not easy.

Many online shop owners experience supply shortages, restrictive working conditions and new regulations. Getting your message across and communicating effectively with your customers can be extremely difficult when people’s focus is occupied by health concerns and possible unemployment. The social isolation factor adds to the tension.

In order for your online store to thrive in these uncertain times, implement our eCommerce-Marketing tips in your digital marketing strategy.

1. Adjust your Marketing Mix

You probably had your marketing strategy planned for the whole of 2020 but pivoting on the fly in times like this can make all the difference when it comes to your shop’s success. Right now people are widely working from home, that means adapting your media mix is of utter importance. 

Consider the following:

  • Where consumers are right now?
  • What types of content and products are people looking for at the moment and on what platforms?
  • What do people want and need to buy now?
  • How can your online offerings help them to adjust to the new normal?

Besides social media channels, discovery marketing has become the new darling in the online marketing world. Discovery Marketing platforms connect advertisers with publishers. Here you can publish your Native Ads on high quality publisher websites, where consumers spend most of their time online these days to stay informed about the latest news on Covid & Co. Discovery platforms such as Taboola are a great way to reach new audiences and fulfil your KPIs. 

2. Adjust your Messaging

Even though online shops are in higher demand these days, potential customers are going to be much more hesitant to spend their money. Thinking about your shop’s messaging without exploiting the situation is a must. 

Messaging needs to be more transparent, precise and clear in times where uncertainty keeps people worried and in doubt. Ask yourself, what concerns your customers have at the moment, what are their fears and how can you proactively address them in order to encourage loyalty and trust in your online offerings.

For example, you could be more generous with your refunds policy or offer discounts (where applicable) to make customers feel more secure and comfortable when making online purchases in these unsettling times.

3. Remain Genuine & Authentic

Adapt your messaging, but not your voice. Your customers still want to recognise you. Emphasize gratitude but do it in a tone of voice your current customers are used to. Relating to potential buyers in a emphatic and understanding way without losing your unique voice will help you build stronger bonds and long-term relationships

4. Update your product pages

At first glance this point isn’t specifically marketing-related, but don’t be fooled , effective marketing is based on a well-functioning operation. If you predict inventory running low in the weeks leading up to Christmas, count and update it more frequently to avoid customers being disappointed when the product they ordered turns out to be out of stock. Chances are they won’t return. Transparency is key here as well. Be upfront with your customers about product availability and possible delays. All the important and necessary information should be found right next to items and not somewhere in the fine print. Precise inventory management is now more important than ever. Also, don’t forget to keep your marketing campaigns updated and in line with your inventory.