Thank you to those of you who attended our June 17th Fire&Spark Webinar – Emerging from the Crisis: Essential Ecommerce Marketing Strategies.
For those of you who missed it, our panel of experts discussed trends in the ecommerce market during COVID-19, how you can use video content to develop a loyal base of new customers, 5 tips for converting traffic to sales, and how you can leverage your agency relationships to develop internal knowledge. Our complete notes can be found here and you can access the webinar recording here.
As we enter the next phase of the COVID-19 crisis, ecommerce brands should focus on contact acquisition and nurturing to build a loyal customer base using email marketing. During the holiday season, e-commerce brands can capitalize on that base when traditional retailers run out of inventory due to a lack of revenue from the COVID19 crisis, and customers are forced back online.
While brand awareness marketing can get you in front of new audiences, your brand needs to use affinity marketing to build lasting relationships with your customers in order to keep them coming back year after year. Affinity marketing uses video or podcast series to advertise your brand’s values, keeping customers engaged by speaking to the issues they care about. By matching your customers’ values, you stay relevant in their daily lives and develop repeat customers, rather than one-off buyers.
Conversion rate optimization (CRO) goes beyond changing button colors on your website to encourage more users to buy your product. Investing in CRO allows you to understand your audience’s values, needs, and goals, so you can craft your messaging to create an improved user experience that keeps customers coming back to your ecommerce site.
When you work with an agency on strategic, long-term business goals, you need to set knowledge transfer priorities in order to capitalize on and internalize agency knowledge to move future projects in house. Structure your agency relationship and your internal marketing team to create channels for knowledge sharing, like quarterly check-ins, direct trainings, and even curriculum development to educate your internal marketing team.
Image Credit: Richard Emanuel, Parkfield
***A special thanks to our speakers who made this event a successful one: Jake Cohen, Kristen Bryant, Richard Emanuel, Maria Fiscina, and Dale Bertrand .***