Creating an e-commerce brand is the key to moving from a company that simply sells things online to one that is truly unique. It takes more than simply Facebook advertisements and a referral program; it requires a content strategy that adds value at every stage of the customer experience.
What Is an Ecommerce Brand?
An ecommerce brand is an identity of an online retailer. It determines brand’s visual aspects, as well as its marketing, and customer interaction
Creating an ecommerce brand is much more than just designing a logo; it requires a developed mission and a value proposition that is distinct from anything a client has ever seen.
In its most basic form, an ecommerce brand is made up of three pillars: Visual Assets, Unique Selling Proposition – the statement that defines the mission of a company and makes it stand out of competitors, and content.
What is Content?
An ecommerce brand content usually includes a web-site’s copy, social media posts, paid ads, videos and audio, articles, eBooks, webinars etc.
An ecommerce brand must align its USP in every piece of content because delivering a consistent image (which in this case is content) builds the brand in the mind of the consumer.
How to Use Content for an Ecommerce Brand creation?
You should keep customer success in mind when creating content. Your content should emphasize the perceived value of your product by your customers. Your store may sell jewelry, but your customers are buying luxury and status. “People don’t want to purchase a quarter-inch drill,” said Harvard Business School Professor Theodore Levitt. – They want a quarter-inch hole!”
Here are a few ways to highlight your customer’s success:
1. Create User-Generated Content (UGC).
You can have your customers create content that explains the benefits of your products using user-generated content. This could be a review in which they expressly mention your products, ratings, videos, or photos.
Consumers like UGC because, unlike brand-created content, it is relatable; they can see what others like them think about a given product. According to a study conducted by Jukin Media and The University of Southern California Master’s Program in Applied Psychology, user-generated ads are 11% more authentic, 9% more relatable, and 5% more engaging than traditional ads. This study also discovered that user-generated content is 28% more unique and 31% more memorable (i.e., easier to remember) than traditional advertisements.
Photos and videos are also great options to use. A customer-generated photo or video isn’t an ad, but an endorsement from a real person that loves a product.
2. Collaborate with influencers to leverage the power of influencer marketing.
Influencer marketing, like user-generated content (UGC), relies on testimonials from real customers to highlight a product’s benefits. This sort of validation, unlike user-generated content, is carried by “influencers,” or persons who are recognized as authorities with high status in a certain area or business.
However, what works for big companies may not work for a small to medium-sized ecommerce business. So, ecommerce marketers focus on working with so-called micro-influencers whose audience can range from 10,000 to +1 million and who are influential within a specific niche.
3. Educate your customers.
Customers are empowered when they are educated about your products—how they function, why they are needed—because they understand how your items match their needs and how their lives may improve if they used them. It’s a win-win situation
Unfortunately, marketers often take the opposite approach. Instead of describing how the product works, they take it for granted and concentrate on the price and features—both crucial factors, but only if the customer understands the product.
Consider this scenario: what would your buyer do if they knew everything you know about your product? They would almost certainly buy it. From here, your work must be centred on passing on what you know so that others can become as educated as you are. The information you create, whether it’s videos, articles, podcasts, or social media posts, should have one goal in mind: to educate your customers rather than the general public.
4. Position your brand.
In the minds of your customers, you must establish a positive image of your brand. Only once they create a sense of respect for your brand will your clients begin purchasing things from your store. Your company’s brand positioning will set it apart from its competition while also allowing customers to engage with it. Brand positioning can be accomplished through content marketing or by audio and video. Your brand’s positioning will help your clients understand why they should choose you above your competition.
It takes a long time for an E-Commerce business to gain traction. However, with the right business techniques in place, you will undoubtedly be able to generate a significant profit. So, choose your strategies properly and give your E-Commerce business new dimensions.