Inbound marketing has certainly become the de facto strategy adopted by most marketers. Rather than disruptively pushing messages out to consumers, businesses must build an effective eCommerce branding strategy to provide prospects with the right content and information at the right time.
Ensuring the proper timing relies heavily on the stage in which a customer is at in the buyer's journey. There are a number of tactics that can be used to build an eCommerce branding strategy that attracts, engages and delights customers.
Building An eCommerce Branding Strategy
Any memorable brand begins by understanding what their goals are, who their audience is and what they want. Follow these 5 tips for building a high-converting branding strategy:
- Define your brand personality
- Share your story
- Create and share valuable content
- Leverage email marketing
- Establish your brand on social media
1. Define Your Brand Personality
Stand out from the competition by defining your brand's personality. What tone and voice are you going to use to engage with your customers? Do you want your brand to come across as the trusted friend, industry expert or somewhere in the middle?
Display your brand personality in each piece of content you share - whether that be within blogs, case studies, webinars, interviews, social media posts, comments or any other form of content your business shares.
If a piece of content didn't perform as well as you expected, try changing your voice, tone or point of view to make it sound more human. The more insights your customers get into who they're buying from, the more likely they are to repurchase.
2. Share Your Story
Have you ever asked yourself, why should people buy from my store? If your mind goes straight to wanting to make profits, then you need to reassess your branding strategy.
Share the story behind your business − it's what makes you unique. Your brand story helps to establish an emotional connection with customers by showing the exciting meaning behind your brand.
Position your brand personality and content behind this story, so consumers can see from every angle what your brand is all about. Consumers are even more likely to purchase from and remain loyal to your brand when they know the "why" behind it.
3. Create And Share Valuable Content
Learning how to create content that converts is an important element of creating a positive user experience. Share content that's useful and valuable to your target audience so that they remain interested in your brand and come back for more.
Humanize your content − don't make it sound like it was written by a robot. Keep it relatable and engaging to draw in more traffic.
The content you share paves the way for user-generated content, which is branded content created by people unaffiliated with your business.
Listen to Jaime, Director of Operations at Groove, discuss how to leverage user-generated content to increase engagement and revenue for your business.
4. Leverage Email Marketing
Did you know that 72% of people prefer to receive branded content through email? Email marketing is one of the highest-converting channels for online businesses and is a vital component of any successful eCommerce branding strategy.
It's easy to get entangled in the more complex components of email marketing, like the latest email trends or best designs. To help you get started, we broke down the basics with these email marketing best practices.
One of the first things you'll notice when leveraging email to generate traffic and drive conversions is that you need to grow your email list. Why? Well, people unsubscribe from email lists all the time, and email remains an essential component in attracting and nurturing customers. Continuously grow your list to increase visibility and get your content in front of a larger audience.
5. Establish Your Brand On Social Media
Social media is one of the most important aspects of building an eCommerce branding strategy. It provides the opportunity to communicate with prospects, leads and customers throughout any stage of the buyer's journey.
It's the easiest opportunity for one-on-one contact with customers. Plus, the social media interactions between customers and your brand helps to increase SEO value. Stand out from competitors and increase engagement by letting your brand personality shine!
If you need some fresh ideas, don't be afraid to look at the strategies your competitors are implementing. Here are some of our favorite social media branding examples that do a great job of humanizing their content and showcasing their brand personality.
We hope you found these 5 strategies for building your brand helpful. Our team has helped countless clients leverage these strategies to drive traffic, engage customers and increase conversions.
Our team remains in constant communication with existing and prospective clients to discuss the various strategies that address users at all stages in the conversion funnel.
If you need help with building your inbound eCommerce branding strategy, contact us with any questions or concerns through the form below. We'll be in touch soon!
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