– Marketing is a combination of creating engaging ads, writing shareable emails, and providing value through websites.
– Building trust and familiarity is crucial for smaller brands to drive sales.
– In the ecommerce purchase process, differentiation is based on the label and story of the product, as well as third-party recognition of quality.Focus on building trust and familiarity with customers through marketing activities, rather than solely focusing on sales.Marketing is a combination of stackable micro-goals. 1. Create ads that people will comment on. 2. Write emails worth forwarding. 3. Create websites that provide value without a purchase. The problem is that all of the above aren’t focused on ROAs but rather find ROAs as the end result of such activities. When brands are smaller and lack brand name recognition, the focus is almost entirely on sales, when sales are actually the result of building trust and familiarity. Let’s take wine shopping for a second. You go into a store and you’re looking for a bottle of wine. There are too many bottles to have tried them all or even remember what they all taste like, and they can vary from year to year. That’s a lot of variables. But you’re adventurous, you like to try new things, much like 80% of shoppers across e-commerce, who buy from different brands all the time. So you pick a type of wine you’re interested in. Then you pick a price point that you’ve mentally prepared yourself for. Lastly, you’re standing in this aisle and you find yourself looking at labels. The cooler the better, visually does something speak to you? All the bottles are the same size, all of them contain the same varietal of grape juice. You can’t feel the wine, you can’t taste the wine, the only two items of differentiation are the label and the story on the bottle. Buying wine is the closest thing to understanding the e-commerce purchase process. It’s more or less the same physical digital experience. A points scale is often used as third-party recognition of their quality as well, but not all wines have ratings worth sharing. So all things considered, how would you stand out as a brand where it requires someone to actually purchase you to determine if it was a good purchase? #marketing #strategy #ecommercehttps://www.linkedin.com/in/jivanco