Online commerce has become an extremely important sales driver in the last few years. E-commerce sales will skyrocket to $2.86 trillion in 2018, making up 11.5% of annual retail spending. This fact clearly suggests it’s a huge piece of market share that you just have to utilize in order to increase the sales of your products.
But how exactly can you do it? The competition in this field is harsh and you need to indulge customers without being too salesy in your promotional activities. Contemporary consumers don’t want you to manipulate or persuade them. Instead, they want to feel appreciated as your partners in a long-term relationship.
You need to approach prospects delicately and keep them informed about your products. The goal is to educate them and improve their knowledge about the brand. This way, customers can compare different items and analyze prices, quality, or special offers.
After all, the whole idea behind content marketing is to strengthen relationships with your clients. Content creators write blog posts, shoot product tutorials, publish images and live videos to get the followers acquainted with their products and services or with a company in general.
It’s a well-known and two-fold principle of infotainment. This sort of promotion essentially has two objectives:
- To enlighten and instruct customers so they can understand and use products to the fullest extent.
- To keep followers amused and entertained. This is a more human side of the business and it’s always less formal than the first objective.
Besides infotainment, online commerce marketers use many other tricks to grab the attention of potential customers. There are dozens of psychological triggers that can successfully influence the feelings and behavior of an average shopper.
But it is very important to learn how to make a balance between promotional and educational e-commerce activities. The easiest way to avoid mistakes is to follow the old 80/20 rule. Namely, your online content should stay informative in 80% of cases, while it can promote sales directly in not more than 20% of situations. This may sound like a complicated endeavor, but it’s actually much easier once you really start thinking about it.
The most important thing is to find a good e-commerce manual and follow instructions. Online sales specialists at College Paper designed a data-driven infographic to show you 7 ways to promote your e-commerce product without being salesy.
Lucy Benton is a marketing specialist, business consultant and helps people to turn their dreams into the profitable business. Now she is writing for marketing and business resources. Also Lucy has her own blog Prowritingpartner.com where you can check her last publications. If you’re interested in working with Lucy, you can find her on Twitter.