How to Build a Successful eCommerce Brand
Starting an eCommerce business is the best option for entrepreneurs who have been sitting on an idea for years and would like to know if it is profitable. While there are still risks, the money that you will shell out is not as big as when you open a brick and mortar shop. At the same time, digital marketing has opened up avenues which you can leverage so that your online shop has a fighting chance.
However, the biggest misconception people have about eCommerce marketing is that all it takes are keywords, social media, and lots of article writing. These should be part of your strategy, for sure, but are not your only focus.
Building a successful online branding
Branding is the key to business longevity. It is not just merely about your logo design, tagline, or name. Branding is an amalgamation of all of those efforts to create a feeling, an emotional response to your business. It encompasses all of their values, attitudes, and personalities.
Think about the popular brands today like Apple, Toms, Dove, or McDonald’s. What feelings do these companies conjure in you whenever you see them? Apple wants you to feel sophisticated with their ‘top-of-the-line’ gadgets. Toms wants you to be charitable for every pair of shoes you buy. Dove wants you to feel empowered and confident about yourself. And McDonald’s, well, who doesn’t want a happy meal?
That is what branding does. It combines your business mission with customer expectation and participation. It should be found on your colour choice, design, email marketing, banners, and so on.
In this article, we will explore the many strategies you can execute to make sure your branding starts and remains strong. These will sound commonplace, but do note that it is the common sensical stuff that we usually overlook.
Brand messaging and story
One of the first things you need to do is to show your customers what your business is all about. These days, customers are all about company philosophy. They want to be patrons of a business who share their same vision and mission.
This is why a lot of companies are more open about the origins of their business, the causes they fight for, and the kind of people they are. But remember that your messaging must be genuine because customers will know if you are just pandering to them.
Consistency in copy and design
Think about the tone of voice that you are going to use. A good example is Cards Against Humanity, a company who knows the kind of language and personality their audience has and adapted it into their design and writing. The best way to do this is to do market research. What is your key target demographic? What is their buying behaviour? What kind of language works well with them?
After answering these questions, make sure everything that has copy uses this tone of voice. This includes your articles, brand name, and social media copy. For your brand name, make sure you are able to get it as your domain name. In the event that someone else owns your chosen name, check via WHOIS lookup when the domain will be expired so you can get first dibs on it. You can also contact the owner if they are willing to sell it to you.
Your messaging should also translate into the design of your logo and website. Choose a colour palette that best communicates what your brand is all about. To do this, you may need to consult with a design specialist, one who knows the psychology behind every colour choice and combination. Typography is also a crucial part of design since it contributes to brand personality.
Content will position you as a credible voice in your industry. Publish How-to, guides, infographics, videos, and so on about topics that concern your products, the industry, and the impact it has in society. This will also give your customers something to share with their friends; a good way to get the word out about your brand.
Intuitive website design
Make it easy for your clients to navigate your website by using a simple layout. Upon loading, your customers must know what to click to get the answer they need from your page. If the website is too difficult to navigate, it could spell trouble for you. High bounce rates, or when there are a lot of instances opt out of your page, means that your website is not doing its job, and Google picks up on this.
When designing your website, make sure that it is also mobile adaptive. Majority of consumers make transactions on their mobile devices than on desktop. A simple layout will definitely make mobile adaptive design achievable.
Strengthen your online presence with these strategies to attain a strong brand retention.