7 Common Marketing Tactics to Avoid on an eCommerce Platform

Competition in the eCommerce industry is fierce, with the US market expected to grow at 16.1%, reaching $1.06 trillion in 2022. That’s a lot of potential customers for businesses to attract, but it’s also a crowded space with plenty of competition. Brands must be on top of their marketing and customer care practices to beat their competition. 

Marketing on an eCommerce platform can be challenging. The strategies and marketing tactics you use can make or break how your customers perceive your brand and your products. In this blog, we will outline seven common mistakes to avoid when marketing on an eCommerce platform. 

1. Targeting the Wrong Audience 

An eCommerce site allows brands to sell their products to anyone around the globe. One common mistake made by marketing managers is attracting as broad an audience as possible. Sadly, only a few people are genuinely interested in their products.  

You can correct this by defining your ideal customers.  Having a clear buyer persona and targeting clients interested in your products can help you streamline your marketing efforts. 

2. Having a Poor Social Media Strategy  

Social media platforms act as a link between customers and their favorite brands. As a result, businesses that fail to promote products through social media or engage with their followers may lose potential sales. 

Additionally, these eCommerce brands fail to capture vital feedback through reviews, referrals, and customer testimonials on the said platforms.  

Addressing your social media management strategies can help you improve your sales through customized ads and gather important feedback. In addition, you can have your social media accounts professionally managed to avoid losses for your online brand.  

3. Using Poor Product Description  

A product description describes what a product is about and how the product solves the customer's problem. Unfortunately, most online retailers rush while curating content for their products, often copy-pasting feature lists from the manufacturer’s site.  

You can avoid falling into this pitfall by investing in professional content marketing services. A good product description needs to let your target customers know how the product will add value to their lives.  

At Cymax Group, we know how to tell your story. We do a full audit of your content, including product shots and descriptions to make sure that you stand out from your competition. We also provide you with a content score for each of your SKUs so that you have a full visibility on where your product stands against best practices. With our Content Audit, you’ll see an increase in visibility, sales, and customer satisfaction. 

4. Choosing the Wrong eCommerce Platform 

Customers interact with your brand mainly through the features provided by eCommerce marketplaces, such as user interface and responsiveness. The wrong platform can increase your bounce rate, affecting your SEO and CRO.  

Your brand needs to invest in a quality eCommerce platform. In addition, the web pages need to be intuitive, straightforward, and easy to navigate.  

5. Lacking a Strong Brand Message  

Your customers may have to associate with your brand personally before purchasing your products. Poor marketing strategy can result in your business lacking the solid brand identity necessary to drive sales.  

You can turn the tides around through authentic and consistent messaging for your brand Cross-channel marketing can help you stay consistent in your brand awareness campaigns.  

6. SEO and CRO optimized content 

SEO’s goal is to improve traffic to your product listing; conversion rate optimization aims to turn this traffic into conversions by encouraging visitors to act. In other words, CRO helps you convert more of the traffic you drive with SEO. 

Your keyword ranking on search pages affects the quality of traffic you receive on product listings. If your product listing page is not optimized for conversion, you may lose sales. Ignoring your product SEO (Search Engine Optimization) and CRO (Conversion Rate Optimization) strategies can result in your business losing out on potential customers. 

7. Failing to Analyze Marketing Data 

You may never realize whether your marketing efforts are paying off if you do not analyze the data. Successful brands invest in the proper metrics and analytic tools to help gauge the success of their campaigns.  

The Cymax Group Advantage 

Common marketing mistakes can hold back brands from attaining their full potential.  

By choosing appropriate marketing strategies eCommerce companies can be profitable despite the steep challenges. 

Cymax Group’s expert digital marketing team offers product and promotion optimization with best-in-class ROAS and ACOS. Drive consistent growth in revenue and margin by aligning your business’s strategic objectives with our proven methodology, technology, expertise and services.  

The results are shared with you, down to the SKU level. This level of transparency unique to Cymax Group delivers visibility into marketing budgets and allocation, ROI, contribution, and fulfillment metrics.  

Get in touch with us today to learn more.