Eight Smart Digital Marketing Moves That Will Boost Your E-Commerce Success

There is no doubt that the internet has fundamentally changed the way consumers shop. In fact, Nasdaq research estimates that 95 percent of all products will be purchased online by 2040. That means more and more businesses are adopting an e-commerce approach, and more and more businesses will have to face competition in the online space.

For those businesses that are already online, there are steps you can take now to start improving your overall website experience and building greater customer loyalty. Here are eight business leaders from the Rolling Stone Culture Council as they discuss one smart digital marketing move e-commerce businesses can make to improve their overall success in an increasingly competitive marketplace, and why they will help ensure your success now and in the future.

Use a familiar tone in texts you send to customers

Progressive e-commerce companies are using SMS to connect with customers, but they’re often doing it wrong. Impersonal, transactional texts are common, but effective SMS requires a unique voice and value. We encourage customers to use a familiar tone, giving them insight into the people and processes behind the business. This builds brand affinity and humanizes brands, helping them stand out from the competition. – Mike Donoghue, Subtext

Focus on UX and search engine visibility

E-commerce businesses need to improve their user experience and search engine visibility first and foremost. Leverage native e-commerce menus (instead of iframes or third-party widgets) and SEO for product listings. Improving navigation and using relevant keywords makes it easier for customers to find your products, increasing traffic, engagement, and conversion rates, which ultimately increases overall success. – Dan Serard, Cannabis Creative Group

Leverage user-generated content

Leverage user-generated content (UGC) across your marketing channels. Like customer reviews, photos, and social media posts, UGC builds trust and authenticity with potential customers. Seeing real consumers using your products is more compelling than traditional advertising, creating a sense of community and social proof that drives sales and brand loyalty. – Kristin Marquet, Marquet Media, LLC

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Opt for email marketing

Email marketing is the only tried and true digital marketing method that a brand can truly control. You decide what and when to show up in front of your audience and what call to action you want to trigger. Of course, you don’t have control over the reader’s page, but it is much more predictable than other algorithm-based digital marketing methods. Email still works, and it works well. Stick with it! – Scott Curran, Beyond Advisers

Research your audience to personalize your content

One of the smart digital marketing moves for e-commerce success is to deeply understand your target customers and adapt your strategy accordingly. Research your market, analyze your data, and create buyer personas. Use your insights to create personalized content and offers that meet the needs of each segment. Targeting the right audience with the right messaging improves engagement, conversions, and loyalty. – Dylan Fusco, Kamoti

Build an unforgettable brand

Have a brand that people know and remember. In the crowded e-commerce space, you need to stand out for more than just price or a seamless checkout experience. You need a reason people care, and in an era of performance marketing and programmatic advertising and the most efficient click, companies have forgotten that brand not only helps, but also lowers overall customer acquisition costs and increases lifetime value. – Jason Peterson, GoDigital Media Group

Trends

Re-engage your current customers

Avoid focusing solely on acquiring new audiences. Re-engaging with existing customers is just as important as acquiring new ones. Show that you value your loyal customer base by highlighting user-generated content, reviews, and engagement that is shared both within and outside your direct digital community. – Cynthia Johnson, Bell + Ivy

Build authority through content marketing

One of the smart digital marketing moves for my digital products is content marketing through social media, expert blogs, videos, and short trainings. This makes me a trusted authority that drives organic traffic, loyalty, and engagement on my platforms. – Sonia Singh, Center of Inner Transformations