© Photos by individual members. Members of the Newsweek Expert Forum share industry insights.Whether you're thinking about starting an online retail business or adding an e-commerce component to your existing business, a solid marketing strategy can set you up for success.
However, marketing strategies for an e-commerce store are different from those for a physical store. There are other factors like SEO, content marketing, email marketing and social media.
To create the optimal e-commerce marketing strategy, eight members of Newsweek's expert panel discuss what entrepreneurs should consider when adapting their strategy.
1. Consider the true ROI
E-commerce is a whole different ball game when it comes to marketing. Efforts cannot be measured after several days. Now, savvy marketers know that e-commerce means real ROI. Entrepreneurs need to recognize and understand that measuring data that leads to true ROI is the only way to market these days. - Priscilla Martinez, Branding Agency
2. Create a social media presence
Businesses, e-commerce or not, should focus on brand conversations on social media as potential customers use these platforms for research. A Twitter report found that 92% of consumers actively seek out social media to provide feedback on a brand, product or service. The study also found that conversations are most influential early in the purchase journey, proving that social media is critical for awareness. - Brooke Selas, B Square Media, LLC
3. Remember that results take time
You will either succeed or fail and it takes time to see results. As we shift the focus of our marketing strategy, we always remember that it takes time to generate new ideas online. - Tammy Sons, TN Nursery https://www.tnnursery.net
4. Use video marketing
Some entrepreneurs should consider using videos to sell their marketing products. Video has always been a great option, but it's underutilized. However, video channels like QVC have been successful, and similar marketing videos are now being integrated into e-commerce as an alternative. Until last year, video content was not considered high-quality content - Baruch Labunsky, Rank Safe
5. Know who you are
Remember who you are and what it means to be an entrepreneur. In general, an entrepreneur must be quick to take risks and be innovative. Think something new, smart, simple, necessary and beyond the scope of something consumable for end users to think about. - Margie Kiesel, Avani Health
6. Be ready to change gears at any time
What worked yesterday may not work today. In other words, entrepreneurs should be ready to change at any moment, especially when it comes to e-commerce campaigns. There are always new trends and new ideas. Work with a marketer who can adjust strategies accordingly. - Christina Verres, Verres Career Consultant
7. Try content marketing
When you run out of ideas, switch to traditional content marketing. Blog posts and long-form content have a lot of power, even at 400 words. This shows your users that you are trustworthy and have something to say other than sales ad copy. - Jacob Matheson, Matheson Projects Inc.
8. Find the right eCommerce channel
The e-commerce channels you are using may not work for your business. It's a reality that most entrepreneurs refuse to accept. While specificity is important in e-commerce, so are the knowledge and skills of the people who will use it in your business. To reduce the risk of failure, make sure you have the right people to maintain your eCommerce engagement. - Kyra Graves, Kyra Graves Council
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