E-commerce marketing mistakes to avoid during the pandemic

At a time when businesses are closing down, e-commerce businesses are finding a foothold in their respective industries in the middle of the coronavirus pandemic. If you are one of them, you should be aware of the common mistakes that could harm your business instead of helping it thrive. Here are three marketing mistakes you need to avoid.

Marketing to a broad audience

It’s natural to want your business to have a wider audience reach. Now that most people are staying at home and taking advantage of online buying sites and home delivery services, you’ll naturally want to promote your products and services to as many of them as possible.

In truth, this marketing move would be unwise. This is a time when people are bringing their attention inwards and focusing on what’s important. Yes, the pandemic is ushering people into a time of introspection, but there are more practical reasons: unemployment, reduction in income, and financial distress.

How does this relate to your e-commerce business? People who have no need for your products are unlikely to buy at this time because they will prioritize their needs and other interests. You’ll have a higher chance of generating sales if you advertise to your target market – the people who match your buyer persona – instead of the general population. It’s also more cost-effective when you have ongoing campaigns with an e-commerce SEO service provider.

Investing in generic marketing and without a targeted audience will be like casting a net that’s too big, fish can swim through the extra-large holes: aimless and a waste of time and resources.

Skipping the mobile apps or mobile-friendly website

The 2019 Australian Online Shopping Report by Australia Post revealed that almost three-quarters of all households in the country now use online shopping. Australia Post also predicted that online purchases will constitute 12 percent of all consumer spending by 2021.

If you don’t have a stable platform for online buying, you’ll be missing out on all the online buying that happens all over Australia every day. A website is a good start, but when the business grows, you must progress to more functional and efficient platforms for facilitating online orders. Internet users have a very short attention span and are less likely to trust or return to e-commerce sites that load slowly, among other things.

To ensure that your business doesn’t get left out, hire a mobile app designer or work with web development specialists who can integrate secure e-commerce features (e.g., subscriber account, shopping cart, e-payment options) into your website.

Selling without a unique selling proposition

Similar to how marketing should be targeted to audiences with the highest possibility of becoming paying customers, you need to define the USP of the products or services you want to sell. This accomplishes two important things. First, it helps you understand and identify who your target audiences should be. Second, it helps you stand out from your competitors (which is a must if you belong to a highly saturated industry who’re collectively migrating online).

If you sell without a USP, what you offer will play second-fiddle to other brands that are more defined and confident with their branding.

There are no sure methods for achieving success during a pandemic but avoiding missteps that will surely hurt your business is a step towards that direction. Start with these three.