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How to Keep the Sales Momentum Going Through 2021

DimNiko | Sales Momentum

2020 has been the most unpredictable and volatile year ever for eCommerce marketing. A pandemic-induced depression coupled with mandatory stay-at-home orders changed audience sizes, drove costs down and then up, and permanently shifted users’ priorities. 

As we come to the end of Q4 with the year’s largest sales events, it’s crucial to think ahead to 2021. For many eCom brands, maintaining or building on the sales activity at the end of the year could be a matter of survival. The past 10 months have shown us how important it is to be able to pivot and adapt to circumstances outside of our control and there’s no reason to think that 2021 is going to be any easier! So here, I am going to lay out three important steps you can take to carry your sales momentum into the new year and beyond.

First: Amp Up Your Empathy

The brands that have survived and thrived this year have understood the value of placing the customer at the centre of their adaptations to the crisis of 2020. The marketing adage ‘Focus on benefits, not features’ should be tattooed on the inside of your head. How do we benefit the customer? If you have to develop new products or change the way you present your offer, it has to be an organic response to the needs of the customer – not a quick-fix adaptation to make your offer appear more relevant to present circumstances. The question you ask is ‘How can we help?’

Read More: Striking Emotion to Bring in 2MM Revenue

Second: Social Media is a Sales Channel.

Another lesson from 2020 has been the importance of brand storytelling. People need to feel a connection with your brand and to understand that ‘we’re all in this together’ isn’t just a glib slogan but the essence of your offer. Social media is the best place for you to disseminate brand stories to generate buzz about what you’re doing and keep existing customers interested. You can show off how your processes have had to adapt to the new normal, what #wfh life has been like for your company and elevate customer stories to celebrate their achievements and personal milestones. Combining this relatability with product promotions in regular updates will help keep your sales volume up into 2021. Along with your Facebook Ads and paid search, your social feeds should always form one of the most vital parts of your eCommerce marketing strategy. 

Finally: Test and Measure. Then Test Again.

Keep optimising your approach. Momentum is movement – a function of mass and velocity. You have to be improving constantly or you’re not actually going anywhere. In terms of a sales funnel we can break this down into volume, conversion and velocity. 

Volume: Make sure you’re not slowing down on prospecting. Maintain an ‘always-on’ approach to optimising campaigns: testing new offers, creatives, audiences and bidding strategies to grow the number of quality leads entering the top of the funnel.

Conversion: Understand the indicators of best performance as leads move through the funnel. Pay attention to the changes made at the top of the funnel (volume) and move quickly to understand how to nurture these prospects through your retargeting not just with Facebook Ads but with CRM, social media and other channels. 

Velocity: How long should your customer journey from introduction to purchase take? Are they moving fast enough? The longer they take, the higher the cost of sale. 

Momentum is a constant cycle of measuring, testing and optimising, moving incrementally closer to the optimal formulation for volume, conversion and velocity. In times of crisis and universal change, it’s more important than ever to observe and refine the micro and macro of your strategy.

Read More: Retargeting Offer Test: FREE Shipping or Discount?

Taken together, these three factors should help you kick your eCommerce marketing engine into high gear for 2021. Stay focused on the needs of the end user, build community and loyalty with brand storytelling and constantly measure and adjust your approaches to maximise efficiency. 

If you want to chat and see if we can help grow your business, you can click below and see if you qualify for a call!

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Community: The Missing Piece of the Growth Puzzle

DimNiko | Building a Community

Contrary to what the gurus tell you, and what too many ecom business owners often believe, there is no one-size-fits-all formula for growth, known only to a select few high priests of digital marketing. There are no magic campaigns or audiences or even creatives that will take your brand from 0-60 in under 4 seconds. 

But let’s say you have an awesome product, quick fulfilment, your customer service people are shit-hot and your marketing is generating interest in your offer. Growth should just happen, right? Those are essentially all of the main things. 

But it won’t. 

And if it does, it won’t happen quickly. 

And if it does, it won’t be sustainable. 

Offering Something More Than a Product

If you’re operating in a competitive marketplace, where people have other options besides your product, you need to offer something more, something to give them a personal connection with your brand. The ideal situation is not to be selling products to customers, but a relationship with your brand. This is how you guarantee lifetime values and sustain growth beyond finding more and more new audiences to sell to once and never hear from again.

Gymshark is the oft-touted example of how effective community management helped grow a brand from some dude’s garage into a global superstar. But affiliate marketing is only one particle of your community strategy – and sometimes it’s not even an essential one. 

It’s not about having a trustpilot, a blog or customer reviews on all your products either. These are just essential tools for demonstrating social proof. What’s so often missing is that crucial X factor that keeps customers coming back, telling their friends about you and posting about you on their social media accounts. 

Let’s say you sell lemonade. You might have a few things that separate you from your competitors – maybe it’s cloudy, maybe your production methods are eco-friendly or you use half the sugar for the same taste. Okay, but the high price point and waiting for deliveries will begin to bite after a while, especially when a similar thing is available for next to nothing in the supermarket. People lose interest.

Read More: How to Use a Facebook Group to Grow Your Business

How do we stop this drop off?

How do we maintain these customers so we can focus on growing into new audiences? 

The thing is, this isn’t offering anything new. Even if all the criteria mentioned above are met. Your customers don’t feel any connection to your brand, just a short-lived delight in your product. So why not talk to them? Why not make yourself a hub for lemonade connoisseurs?

Celebrate your customers – post about them on your social feeds, ask for their own content to use in ads, poll them on what they want to see. A switch from bottles to cans? New flavours? Which flavours? If you need models – ask your customers! Everyone has an opportunity to get involved and feel that they contributed to your brand’s success. Offer a prize for whoever can write the best or funniest description of your hero product and post it on the website. 

Read More: How to Use Social Media For Increasing Brand Awareness

You could make them feel like they are members of an elite club. Offer memberships for discounts or exclusive early product launches, present your product as the real deal, the one for the connoisseurs or the hardcore

Creating customers who feel like they own a bit of your brand doesn’t make them entitled or ungrateful but loyal and obsessed. They want the latest offering every time. They want to keep up, to show off, to be hooked up to the community and have their say on what they want you to do next. These customers will voluntarily sell your brand for you

Whether you create a community of loyalists like Apple, a community of hobbyists, like Gymshark, or a community of cheerleaders like Snag Tights, you’re ensuring the survival and vitality of your brand. 

Want to learn more about sustainable growth and how we can help build your brand into a genuine powerhouse? 

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