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eCommerce Marketing Tactics from selling Kitchen Tools, Software, and Handmade Notebooks (plus a story about WordPress)

eCommerce Marketing Tactics from selling Kitchen Tools, Software, and Handmade Notebooks (plus a story about WordPress)

When last did you have a remarkable eCommerce experience? It’s hard to stand out these days. Different types of eCommerce products require different types of marketing but there are also some eCommerce tactics that stay the same no matter what you’re selling. From working on various business over the past decade – selling kitchen tools to software to handmade notebooks – here are some things I’ve observed. Plus a story about how WordPress changed my life.

Marina Pape

March 16, 2019
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  1. Hello,
    Marina Pape
    @marinapape

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  2. 1. The branding is really strong
    2. Clear sense of ‘why’
    3. Personalisation during checkout

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  3. https://woocommerce.com/posts/case-study-scratch-pet-food/

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  4. eCommerce Marketing Tactics from
    selling Kitchen Tools, Software, and
    Handmade Notebooks
    Marina Pape
    @marinapape
    (and a story about WordPress)

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  5. TACTIC ONE
    Create Emotional Connection

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  6. 1. Products
    2. Just the right time
    3. Passion
    4. Website
    5. Invested a lot in content
    6. Customer service

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  7. We didn’t just want to satisfy customers. Or
    meet their expectations. We wanted to
    delight them.

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  8. The unboxing experience:

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  9. https://media.sproutsocial.com/uploads/Sprout-Social-Creating-Connection-What-Consumers-Want-From-
    Brands-in-a-Divided-Society.pdf

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  10. When customers feel connected to brands,
    more than half (57%) will increase their
    spending with that brand.
    SPROUTSOCIAL, 2018

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  11. SPROUTSOCIAL, 2018
    On the contrary, when consumers don’t feel
    connected to a brand 70% are less likely to
    shop there over a competitor and almost two
    thirds (61%) will spend less with that
    business.

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  12. Consumers want material that humanizes
    an otherwise faceless brand. Consumers
    want to learn more about the people behind
    their favorite brands.
    SPROUTSOCIAL, 2018

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  13. TACTIC TWO
    Tell Stories

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  14. 1. Product wasn’t tangible
    2. Engagement 100% online
    3. Global audience
    4. Company culture
    ?

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  15. We tell the stories of the people who have built
    businesses on our platform to create social proof and
    bring what WooCommerce can do to life.

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  16. Mannnnny more stories to be told…

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  17. Consumers want material that humanizes
    an otherwise faceless brand. Consumers
    want to learn more about the people behind
    their favorite brands.
    SPROUTSOCIAL, 2018

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  18. TACTIC THREE
    Think Inclusively

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  19. Thinking inclusively is not just for the HR
    department. It is one of the responsibilities
    of the marketing team – and can impact the
    bottom line.

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  20. THREE TACTICS

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  21. OUTSTANDING ECOMMERCE EXPERIENCE CHECKLIST:
    1. Can you create emotional connection?

    2. Can you tell a story to make it more real?

    3. Is it inclusive?

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  22. TO END
    The power of

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  23. Thank you.
    Marina Pape
    @marinapape
    QUESTIONS?

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