When it comes to online commerce, the competition is fierce. What was once a battle between elegant website design and error-free pages has now turned into a more complex war for online customers’ attention and loyalty and even more to attract and delight your customers.
This ‘evolution’ of the Internet shopping arena now also demands a new approach — one that focuses on different aspects in order to secure the success of an ecommerce store.
The time has finally come for what’s called experience-driven marketing.
What is Experience-Driven Marketing?
As the name suggests, experience-driven marketing is a particular approach that revolves around the perception and engagement of customers with the end goal of making them choose your products and services.
We use the term ‘perception’ because it involves knowing how to sell your brand and everything that comes with it, to make a positive impression on the online community.
And we say ‘engagement’ because half of the goal is to create a good business-to-customer relationship that will encourage them to do repeat business with your brand and spread word about what you have to offer.
Experience-Driven Marketing and the 3 C’s
For an ecommerce business owner to thrive in today’s competitive landscape, it takes more than just being intuitive to make your brand stand out.
There are countless useful e-commerce tools and strategies available to the modern marketer, some more effective than others. But to produce the full results from customer engagement, many rely on using the 3 C’s in creating an effective experience-driven marketing campaign.
Attract and Delight Your Customers: What are the 3 C’s?
If you haven’t heard about the 3 C’s of marketing, here’s something to remember: Each of the concepts of these three points are fairly effective on their own, but they are meant to be considered alongside the other two points to get the most results.
These 3’s, connection, context, and content, are all interconnected. For example, in order to achieve maximum efficacy with one, applying ideas from the others is necessary.
So, with that in mind, let’s dive in:
It’s interesting to note how the Internet and technology have led to the belief that people don’t connect as often as they used to. But whether or not this is true is debatable.
In the field of e-commerce, however, the ability to delight and reach into the hearts of customers has been one of the powerful approaches in any marketing mix. And it all has to do with how well you can build a connection with your audience.
Part of establishing a good connection also requires a little know-how. In this case, knowing where your website’s traffic is coming from will help you know how to best reach out to users.
One great tool you can use for analyzing your e-commerce site’s traffic sources is SimilarWeb. It even gives you the option to have the results delivered straight to your inbox.
Using context properly in e-commerce now often requires the help of advanced machine learning or AI. This is because creating the right context is now dependent on behavior predictions and tailor-made product suggestions.
And the best part is that it helps both you and the customers. Instead of constantly being bombarded with advertising or recommendations that are nowhere near what customers need, they get narrowed-down choices of the best products according to their search or buying history. This makes their buying experience easier while at the same time improving your sales and conversion rates.
Amazon’s predictive search offers you the closest possible matches for your search at lighting speeds, making the buying experience all the more convenient.
For an e-commerce store, it’s important to know how to create content that is favourable for both live readers and search engines.
The key word here is ‘value’, and oftentimes you constantly need to hit two birds with one stone whenever you’re putting up content on your website. One criterion is to provide site visitors with straightforward and informative details about your company and the products you’re offering. The other thing is to make sure you also build up your site’s SEO value.
Search engine optimization (SEO) has been and continues to be an integral part of a successful online marketing strategy. And the common, basic approach is almost always the following:
- Come up with a list of relevant keywords.
- Use helpful tools to create SEO-friendly pages faster.
- Produce content using target keywords while avoiding keyword stuffing.
The Google Ads Keyword Planner is a nifty tool for coming up with related keywords to your main keyword. It’s been around for a long time and continues to provide a wealth of information you can use for your SEO campaign.
And for optimizing your posts for SEO, we can’t recommend Yoast SEO enough. It makes keyword optimization a breeze and saves you a lot of time and headache.
Outside of search engine optimization, however, is the human aspect of content production. You need to know how to engage customers, either through text, images, videos, or all of the three combined.
If you aren’t confident in your content production skills, it’s a good idea to hire people who can do it for you if you have the resources for it. We also suggest having someone to manage the content publishing on your social media platforms, which you should also ideally have.
Tying It All Together
The 3 C’s has been used in almost any field of business that deals with customers to attract. Instead of viewing them as a rule, they’re best used as a guideline for creating or fine-tuning your current strategies and making them more experience-driven.
If you’re eager to take action but don’t quite know where to start, it’s a good idea to review where your e-commerce store currently stands today in terms of providing customers a good experience. From there, you should be able to identify which areas you’re already doing good at and where you can make some improvements.
In the end, the success of your brand is in the hands of the customers. Without them, your business will inevitably sink, so don’t waste another day to make the necessary changes. You’ll be glad you did.