Learn how to optimize your strategies and grow your audience through the following ways:

Establish Your Audience

In order to acquire quality traffic, an e-commerce brand must first establish a realistic target audience. For example, if a brand is selling luxury shaving razors, it may want to target affluent men who have noted interests in grooming.

According to Campbell, the target should be as accurate as possible. “The way our market works, you need a focus,” he said. “A presentation has to be focused on particular demos. If it works, then you can expand that audience.

Once you have a targeted audience, you can begin to gather quality traffic from various digital channels.

Advertise Strategically

Once a brand has defined its customer base, it should then spread the word via paid, targeted advertising on social media platforms like Facebook, Instagram, and Pinterest.

On the search front, Google serves ads through its Google Ads platform that target customers who are already searching for related products. So, if a user searches for the terms “luxury men’s razors,” a paid advertisement for your brand could crop up. These ads have an average conversion rate of 4.4% on the Google Search Network, according to search marketing company WordStream.4 Meanwhile, traffic on Google-owned YouTube has increased significantly in certain search categories during 2020, including home office, tutorials, workouts, finance, and food.

Let Your Product Show the Way

Different products lend themselves to different e-commerce strategies. If you’re selling makeup, for instance, consider throwing advertising dollars toward YouTube due to its popular makeup tutorials, or Instagram because of its visual focus.

Your product will also determine which influencers you choose. An automotive influencer shouldn’t be your first choice if you’re selling health food, for example, even if they’re very popular. On the other hand, an exclusive art gallery would want to rely heavily on organic reach, personal networking, and referrals to maintain its air of exclusivity.

Join the Conversation

It’s critical to stay on top of shifting trends in order to be a player in e-commerce. But in addition to reading the news and scanning statistics, it’s also important to demonstrate that you’re a part of the conversation. E-commerce expert Campbell offers some tips on how to do so.

Reach Out to Your Audience

In your promotions and communications, show that you’re in touch and meeting customers where they are, which, in many cases, is online. For example, many retailers created original, non-promotional, direct email messaging during the pandemic to continue engagement and express camaraderie with their customers.

Be More Active in Events

To create more brand awareness, consider attending more conferences—virtual or in-person—such as the Global E-Commerce Leaders Forum or the Big Show by the National Retail Federation. Join panel discussions, blog about e-commerce trends, or sign up for online courses to hone your craft.

Engage Your Network

Keep those in your personal network engaged—not always to sell them products, but to check in or to invite them to virtual networking events. Read their books and articles and send congratulations. Networking doesn’t always mean striking a deal or pushing an agenda—it’s an ongoing investment that you must tend to over time.


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