There are a number of ways a business can market their online store or website on many channels without making the content too similar. Each channel or tactic in the marketing strategy can (and often does) have different goals to support your overall campaign.

Content marketing

1. Create original written, video, or audio content
Users and buyers are keen to see original content from any business. It helps a buyer understand your brand, differentiate you from competitors, and generally be educated or entertained. 

For example, if you run a wellness brand that provides customers with homemade soaps and bath products, you could create blog content about the ingredients and their history, uses for the products, and the appeal of naturally sourced materials. Even video content showcasing how those products are made or used is helpful for your customer to understand what they’re buying and potentially investing in your brand long-term. Audio content like a podcast—whether starting your own or guesting on relevant ones—is a useful way to help build out your following and community.

2. Feature guest writers, bloggers, or influencers

Community is a big part of any business, and it doesn’t need to apply only to your buyers. Consider the business ecosystem you’re part of, including who you follow and who follows you, and collaborate where possible to expand your reach. 

A great example of this includes bringing on influencers, thought leaders, or anyone else relevant to your business world to create content with or for you, which they can then cross-promote with their audience. A vote of confidence from established people and businesses can also build trust in your brand.

3. Engage users with quizzes and interactive content

Interactive content can be a bit more time-consuming, but consider that if a user is willing to spend time taking a quiz, they are very likely highly interested in what you offer. A quiz can help customers (and you) narrow down exactly what they are looking for. It’s fun for the user and useful information for you later on to tailor any further marketing needs. Quizzes are also a good way to collect email addresses—just give visitors an option to opt into joining your mailing list.

Email marketing

4. Run customized email campaigns 

Emails are a conversation between you and your buyer. They elected to provide you with a direct line to their inbox, so use it wisely. Run targeted and customized email campaigns based on what you want to accomplish and what your subscribers respond to best. 

Types of email marketing include newsletters (another content opportunity as well), thank you or welcome emails, promos for sales you’re running, or gift ideas and product recommendations.

5. Use pop-ups to capture more emails

Get more customer emails and conversions by implementing email sign-ups via a pop-up on your website. Here, you can offer customers a one-time discount code (perhaps without an expiration date) if they sign-up for your mailing list. 

Automate a welcome note in response to subscriptions to make potential customers comfortable with your brand. With an included discount code, the customer is incentivized to spend with a perk. In exchange, you get access to contact information to send more targeted, personalized offerings in the future based on what they purchase.

6. Send abandoned cart follow-ups

We’ve all added something to our carts and then moved onto something else, forgetting what was there. Sometimes your customers forget or sometimes they are unsure about the purchase. 

Send a follow-up email. It can include a discount, testimonials for your store, or just be a simple reminder of their abandoned order. Not only is a follow-up email important to keep the conversation and connection between them and the brand but it’s an opportunity for you to convert them on their purchase.

Social media marketing

7. Prioritize videos on social channels

Nearly everything in marketing has a visual element to it, because many users prefer watching content over everything else. This includes social media channels that once held only text and static images. Think of TikTok’s power or Instagram’s Stories and Reels. Prioritize short, engaging pieces of video content relevant to your brand’s offerings.  

If you’re already creating video content as part of your marketing, you can potentially repurpose some of it on your social media channels in a shortened, attention-grabbing format. Get tips for building your social media presence

8. Tap social media influencers for a campaign

Many buyers today look to specific influencers to help guide their purchases. Find and work with influencers who have either purchased your products before or orbit the category of your products and might be interested in a sample or to be part of a campaign.  

9. Encourage user generated content (UGC)

Why not let your customers participate in your marketing? On social media, users love to share their purchases and how it has improved their lives or mood. Consider running a campaign exclusively built on the content that users make tagging your brand. 

For example, if an apparel company with clothes for all body types and sizes wants to emphasize this message, repost content from real buyers and how they style your products. 

PPC advertising

10. Run a PPC campaign

Create ads and messaging that will appear at the top of search engine results for keywords relevant to your products. Ensure your PPC ads are customized by certain buyer demographics and interests to get the best leads possible.

11. Retarget customers

A key way to reach customers for conversion is to engage with the ones who've already seen what you’re offering. Retarget customers who have clicked on your brand’s social media profile or website. If a customer has become more familiar with your brand, they are more likely to make a purchase.

12. Consider your product pages

Often, PPC campaigns have everything to do with the ad in question—from text to visual, everything is crucial to get a buyer to click. But what about when they do click and it leads to a thin product page? Ensure the pages your display ads are linked to are engaging, user-friendly, and capture a customer’s attention. 

Keep in mind that PPC ads on search engines aren’t a replacement for organic SEO ranking. Organic SEO requires a time investment to optimize your site and see results, but is much less expensive—often free—than paid ads.

AHD Consulting Solution is here to help you with tools and insights to not just deal with these challenges but turn them into opportunities for innovation success. Accessible to corporations of any size, our sprints and programs include interactive workflows, videos, pre-structured workspaces, and much more. If you want to discuss a potential project, you can email on services@ahdconsultingsolution.com or get in touch with us here. Alternatively, you can book in a free 15-minute consultation call here.

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