The COVID-19 pandemic has urged a shift in the way people shop and engage with brands in their daily lives. Consumers now, more than ever, are relying on online shopping and contactless interactions to make their purchases. The increasing state of unease within the marketplace will require business owners to adapt to respond to the needs of the consumer. Consumers want to invest in companies that go the extra mile and feel reassured of their spending habits. Strengthening your online presence will establish your business as a friendly resource and remind consumers you truly care about their overall well-being.
Here are a few tips to consider when implementing e-commerce advertising during a pandemic:
Create A Mobile Shopping Experience
For many individuals, the shopping journey begins on their cell phone. According to Google, over 50% of Google searches are conducted on a mobile device. Your consumers are actively using their mobile devices to research products, compare competitors and make direct purchases with the tap of a finger. Optimizing your website’s mobile capabilities are vital to ensuring consumers have a seamless experience throughout their buyer’s journey. To name a few, consider testing your website’s loading time, pop-up features and interactive resources when implementing a mobile experience for your consumers.
Explore Consumer Membership and Subscriptions
As social distancing efforts continue, consumers are missing a sense of community. Right now is the perfect time to foster relationships with your customers. Providing them with extra content and value will help your business stand out and extend past the pandemic. A great way to include your consumers in your business is by creating a membership or subscription program. Consumers want to feel like they have an impact and that their voices are heard. A membership program can help build a community of advocates and influencers who will ultimately help promote your business. A subscription program is also a great way to keep consumers in the loop by sending them weekly newsletters or special deals.
Build A Social Media Store
Consumers are already exploring brands on social media, why not bring your products straight to them? Creating a virtual shop allows you to showcase your products or services in the form of photos and videos. Visual content is a great way to engage consumers and create an online experience that is similar to “window shopping”. Instagram is the best platform to consider for a social media store, as 81% of consumers are already using the app to research products and brands.
E-commerce advertising during a pandemic is all about adapting to your consumer’s needs. The online marketplace has endless opportunities to help your business succeed. This is the perfect time to experiment and try something new!