With Americans spending hundreds of billions of dollars on online purchases every year, e-commerce is one of the largest platforms for trade in the country. It allows companies to significantly broaden their potential customer base and provides varied and affordable means of marketing and advertising.
With an estimated 2.5 million online retailers in the United States alone and 9.1 million on the entire globe, a proper marketing and advertising strategy will be key to attracting a sufficient customer base and building a respectable brand. Maximizing ROI on advertising will allow you to bring in as much value as possible from your marketing and advertising efforts.
Start by investing in upper-funnel tactics to help build awareness about your brand.
While many online retailers often lean on bottom-of-the-funnel tactics that focus on revenue metrics and last-click conversions, upper-funnel tactics will have a larger impact on your bottom lines. Building brand awareness helps to build trust and brand perception, increases customer loyalty, and can generate organic traffic to your website.
Develop an audience strategy for your business goals. Segmentation should be your friend because it will allow you to fine-tune your marketing efforts by categorizing your customer base into groups. Market segmentation will enable you to identify the highest-performing segments and give you the opportunity to direct funds to segments with the highest performers while setting different targets for separate segments based on their performance.
Invest in various marketing campaigns to avoid putting your eggs in a single basket.
Diversifying your advertising and marketing campaigns will increase your chances of attracting customers while minimizing your risk. Make sure to follow Google as it rolls out campaigns, and gradually adapt your advertising campaigns to the new rollouts.
Furthermore, consider testing different campaigns to figure out which types of campaign combinations are most effective at driving traffic and conversions.
Don’t be afraid of automation. Incorporating automation into your e-commerce platform can save you tons of time and resources by optimizing your workflow processes and making them more efficient. It can also bolster customer experience on your website by providing visitors with correct information, resolving problems swiftly and reducing wait times.
Automation technology is getting more advanced by the day, and Google will most likely embrace it in a major way in the future. Acquainting yourself with the technology now will keep you ahead of the curve, optimize your operations and keep your customers happy.
For specialized e-commerce fields such as healthcare, extreme care needs to be taken to not only appeal to bigger consumer segments but also protect patients’ rights. Companies such as NextPlat Corp. (NASDAQ: NXPL) (NASDAQ: NXPLW) seem to be getting the delicate balance right between extending business reach while also adhering to the strict regulations governing the healthcare sector.
NOTE TO INVESTORS: The latest news and updates relating to NextPlat Corp. (NASDAQ: NXPL) are available in the company’s newsroom at https://ibn.fm/NXPL
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