This is a guest post by Lucy Reed from GigMine who knows quite a lot about marketing, Amazon and how to find jobs in the gig economy.
When you start in e-commerce, it is easy to get overwhelmed by your competitors. There is, however, room for the little guy in e-commerce. You have to be smart and make sure your business strategy is optimized, from top to bottom, to stand out on the online marketplace.
Hire a Web Designer
Hiring a web designer ensures that your website is correctly optimized, beautifully designed, and easy to use. According to Upwork, you need to look for an HTML developer who has a firm grasp of web fundamentals (HTML, JavaScript, etc.), knowledge of the primary design and content management platforms, and an understanding of user experience.
Build a Community
Building a community is a great way to leverage social media beyond paid advertising, and it is far more sustainable and beneficial in the long run. Start by making your pages easy to find. Then, start offering useful help and advice, encouraging interaction and sharing, and listening to what your followers are saying about your brand to respond to the conversation.
Go for the Ethical Angle
Many people explicitly avoid Amazon due to ethical issues, so positioning yourself as a more conscious alternative is an effective strategy. If your brand has ethical and sustainable principles — for example, products built to last, minimal or recyclable packaging, or donating to good causes — this should be part of your core brand message. You should never pretend to be ethical as part of a marketing strategy, as this can only backfire.
Reward Loyalty
Loyalty program software can be an easy way to build a loyal customer base. Prices range between $15 and $55 a month for simpler programs to over $100 a month for more complex and flexible options. For example, LoyaltyLion, whose Small Business package costs $159 a month, is the most complete and convenient option for e-commerce businesses.
Focus on SEO
Ensure better rankings on search engines by using SEO strategies such as content marketing and using keywords. Amazon itself can be an excellent tool for the latter, as its search bar can give you a handy view of the words people are using to find products like yours.
Salvage Abandoned Carts
Shopping cart abandonment is a big deal, costing e-commerce businesses up to $4 trillion a year. Unexpected shipping costs are the biggest culprit, but other inconveniences, like forced account registration, complicated checkouts, and slow websites are also to blame. Tackle these areas to see a decrease in cart abandonment. Simple reminders can also be useful: Forty-five percent of cart reminder emails are opened, and 21 percent are clicked through.
Forward-Thinking Customer Service
According to Business Insider, consumers are steadily moving away from traditional customer service channels like email and telephone. Customers are increasingly using social media to get in touch with companies, so it is a good idea to have a dedicated person on your team whose job it is to respond to these messages. If you don’t have the time or resources, automated services like a chatbox are also well-received — as long as they are quick and effective.
It is possible to step out of Amazon’s long shadow. The secret, of course, is not to try to be Amazon when you’re building your business. You are smaller, more agile, more personal. These traits can be tremendous assets if you use them wisely. Work hard to stand out, build a loyal community of fans, and use insights and data to keep your strategy flexible over time.
