It’s becoming increasingly evident that you need to meet consumers where they are in order to sustain a strong omnichannel platform. Kristin Stevens, VP, E-commerce, shares five takeaways to consider as you strategize for the New Year:
Content Marketing
Consistency is key when it comes to content marketing. Post regularly, whether on social media platforms or your website and create a schedule of when content will be updated throughout the year. We recommend doing this at least twice a year in order to keep consumers engaged. A few examples include creating a blog schedule and addressing key consumer pain points that your product(s) can help solve. This will allow you to establish authority on topics adjacent to your business and communicate your brand’s personality.
Embrace Video Content
Did you know that videos can increase conversion rates by up to 70%? Creating video content for your website, social media accounts, Amazon brand stores, and more is a powerful and effective strategy when working to build and maintain your online presence.
Promotional Strategy
Consumer behavior is no longer linked to traditional promotion periods. While you should try to plan for traditional events ahead of time (Black Friday, Prime Day, Way Day, etc.), it’s equally important to start creating your own promotional periods that will help your brand stand out from the competition. Furthermore, this can be helpful when it comes to gaining reviews and driving your items up in rank, which will allow for the more common promotional periods to produce a higher ROI.
Product Reviews
Speaking of product reviews, this should be a key part of your plant. Consumers want to hear from others about their experience with a service or product. Partner with us for an automated way to read your reviews, send personalized responses, and more.
Social Commerce
The biggest trend I’m seeing for 2023 is social commerce, namely live shopping. Platforms like TikTok, Instagram, and YouTube all have a pre-recorded or live format, presenting brands with a unique opportunity to sell their products to specific audiences. Plus, it’s not just for those who have a D2C site. Brands can also direct consumer traffic on those platforms to the e-tailer of their choice. If you’re looking for expert help on how to enter the world of social commerce, Highlands is the partner for you.
For help meeting consumers where they are in 2023 and beyond, reach out to us.
