These days, it’s no longer enough to simply create a product or service and expect to have a successful eCommerce business with minimal branding or marketing involved. Building your brand is an important part of eCommerce because it can help you stand out in a crowded market and increase sales and customer loyalty.
A strong brand gives you a competitive advantage in the market. It can create an emotional connection with your customers, which leads to increased customer loyalty and advocacy. With so much competition out there, customers are more likely to remember, recommend and purchase from brands that they feel a connection to.
The good news is that branding doesn’t necessarily have to cost a lot of money. There are tons of tools and resources out there to help you succeed, without having to break the bank. We explore some simple, low-cost strategies you can employ to help build a stronger eCommerce brand and stand out among the crowd:
Consistent brand messaging across all channels
When it comes to eCommerce, visuals are everything. Develop and establish a consistent visual identity for your brand, including your logo, color scheme, and fonts. Use them consistently across all your online and offline marketing materials. Your brand should have a clear and consistent identity in order for it to be recognizable and resonates with your target audience.
Utilize social media
If you haven’t created any social media accounts for your small business, now’s certainly the time to do so. Create profiles on popular social media platforms like Facebook, Twitter, Instagram, and Pinterest, and use them to share engaging content, offer promotions, and interact with your customers. We live in a time where consumers feel more connected to businesses that feel like real humans. Be consistent and engaging on social media to build brand awareness and loyalty.
Utilize influencer marketing
You don’t have to work with big-name influencers, but try to partner with influencers in your niche who have a following on social media that consists of your target audience. While some influencers may only work for commissions, there are many others that can help promote your products to their audience in exchange for free products or services. Most customers find influencers trustworthy and tend to view their posts and product reviews as genuine and truthful endorsements.
Create valuable content
A properly designed content strategy can give your customers information they need to make purchase decisions. Create valuable and engaging content that resonates and brings value with your target audience. Creating a blog or publishing articles on your website can help you to establish your brand as an expert in your niche. You can also share your articles on social media and other platforms, which may lead to more likes and shares, to reach a wider audience.
Providing excellent customer service is an important branding strategy. When you’re willing to go above and beyond to meet your customers’ needs, they are more likely to become loyal customers and continue to do business with your brand. This can lead to increased repeat business and positive word-of-mouth advertising. When customers have a positive experience with your customer service, they are more likely to choose your brand over competitors, giving you a competitive advantage in the market.
Turn your customers into your ambassadors
Offer your customers incentives to promote your brand. This can include discounts, freebies, or exclusive access to new products or services. These incentives can encourage customers to share their positive experiences with others. You can also encourage your customers to share photos of themselves using your products on social media using a specific hashtag. This will help create a sense of community around your brand and increase brand awareness.
Reviews are not only hugely important for improving your conversion rate, there is also social proof that can reassure hesitant shoppers and provide additional context for your customers. Encourage your customers to leave reviews and ratings of your products on your website or on third-party review sites. Positive reviews will help build trust and credibility for your brand as well as with other potential customers.
Attend industry events and trade shows, join relevant online groups and forums, and connect with other professionals in your industry to build your brand awareness, expand your network and build relationships. Networking is also a great way to showcase your products and services, get feedback from your peers and perhaps help your business to grow further as you garner the attention of other business professionals.
While it may take more time and effort to build your brand without spending money, these are all strategies that can be just as effective in creating a strong brand and increasing brand awareness. You don’t necessarily have to employ them all. Pick a few that you think would work for you and watch how it begins to strengthen your brand in a saturated market.