The success of your ecommerce brand depends, in part, upon how well it drives customers through “the door.”
Yes, retention is important too, but you can only retain what you already have. Even a well-designed, well-stocked store will falter if it fails to grab the attention of its target audience.
This need to drive traffic and optimize user acquisition is why it pays to consider strategies for building buzz around your ecommerce brand.
Here are four to consider.
1. Incentivize Word-of-Mouth Marketing
People are 90 percent more likely to trust and make a purchase from a brand recommended by a friend. This means the most valuable marketers are not marketers at all; they’re loyal customers. Similarly, word-of-mouth marketing results in five times more sales than a paid advertising impression does. Word-of-mouth marketing can play a substantial role in establishing social proof, which in turn influences shoppers’ purchasing decision.
One simple way to incentivize website visitors to participate in word-of-mouth marketing is to offer them a reward for desirable actions like recommending a friend or sharing a post on social media. Loyalty points and coupons are good motivators when it comes to getting people to spread the word about your brand to their friends, families, coworkers and internet acquaintances.
2. Work with Industry Influencers
Partnering with industry influencers to promote your ecommerce brand is another way to build social trust. People tend to hold influencers’ opinions in high regard, so an online endorsement can go a long way toward driving new traffic to your store and raising overall brand awareness for your store.
As one Inc. contributor writes, “When influencers vouch for your brand, they help you win the trust of your target audience while generating buzz.”
The key is choosing influencers with audiences relevant to whatever your brand sells. It would make less sense for a boutique pet store to target gamers, for example, than it would for the pet store to target young working professionals in urban environments.
It’s all about finding influencers with the right amount of audience overlap—this way, they can expose your brand to new people likely to engage.
3. Preview Your Most Exciting Updates
Creating buzz is all about driving customers to your enterprise platforms so browsing and transactions can take place. However, it’s expecting too much of your customers to assume they’ll visit your site seeking out updates on their own.
In today’s fast-paced world, it’s unlikely people will remember to check back for new products and announcements without an explicit reason to do so. You have to remind them to do so.
One way to build excitement for your audience is including a “coming soon” landing page on your website. This acts as a hub for previewing new products, services and promotions. You can then link to this page on social media, encouraging people to stay in the loop on future brand developments. You may also choose to create content that teases future announcements.
The key is providing your audience with a tantalizing idea of what will soon be available through your store, but also imparting enough mystique to keep people hooked. If you can achieve this balance, you’ll have people lining up to get their hands on your newest products when they’re finally available to the public.
4. Maintain an Aggressive Content Strategy
The most effective content strategy “keeps up a continuous line of communication” with previous and future customers. Creating quality content—written, audio, video, photographic, etc.—and promoting it on social media will go a long way toward providing value to your target audience and driving them to your website.
Just make sure you’re doing so frequently rather than sporadically to achieve the best results.
In so doing, these four strategies will help you build a buzz around your ecommerce brand.