Your Store is Live: Marketing Actions You Should Remember

Marketing Must-Haves for Your New Store

Congratulations on launching your personalized printing or photo printing e-commerce website! Going live is a significant achievement for any small business owner, but it’s just the beginning. To build a successful online business, you must implement effective marketing strategies to attract potential clients, drive traffic, and boost sales. In this guide, we’ll explore essential marketing actions tailored for new e-commerce websites, especially those in the personalized and photo printing industry. Let’s get started!

The Importance of Strategic Planning

Establishing a strong foundation for your new business begins with thorough strategic planning. After defining your brand strategy, the next crucial steps are developing a comprehensive marketing strategy and a detailed marketing plan. A well-crafted marketing strategy outlines how you will reach your audience and achieve your business goals. In contrast, the marketing plan specifies the actionable steps and timelines to implement these marketing strategies.

Employing multiple marketing strategies is often justified for small business owners. At the early stages of your online business, you may not know which tactics will be most effective for your target market. You can determine what resonates best with your customers by experimenting with various marketing strategies, such as content marketing, social media marketing, and email marketing.

Conducting thorough market research is essential in this process. Market research provides valuable insights into your customers’ needs, preferences, and behaviors, helping you tailor your marketing efforts accordingly. A flexible small business marketing strategy that adapts based on market feedback will position you for long-term success.

Understanding Your Target Audience

Why It Matters: Knowing your target group is crucial for developing effective marketing strategies. Understanding their needs, preferences, and behaviors allows you to create personalized experiences that resonate and drive engagement.

Action Steps:

• Conduct Market Research: Use surveys, interviews, and data analysis to gather insights about your potential customers to include in your marketing strategy.
• Create Buyer Personas: Develop detailed profiles representing segments of your audience to guide your marketing plan.
• Segment Your Audience: Divide your audience into groups based on demographics, behavior, or purchasing patterns to deliver more targeted messaging.

Tip: Continuously update your understanding of your target audience as market trends evolve.

Implementing Effective Marketing Strategies

Now that you understand your target audience, it’s time to implement marketing strategies to reach them effectively. Below are key strategies to consider:

1. Optimize Your Ecommerce Website for SEO (Search Engine Optimization)

Why It Matters: Search engine optimization (SEO) is crucial for increasing your website traffic and attracting potential customers to your e-commerce site. When users enter relevant search queries into search engines, you want your online store to appear at the top of the results.

Action Steps:

• Conduct Market Research: Identify keywords that your target audience is searching for, such as “custom photobooks,” “personalized gifts,” or “e-commerce website requirements.”
• Optimize Website Content: Incorporate these keywords naturally into your website content, including product descriptions, category pages, and blog posts.
• Improve Technical Aspects: Ensure your e-commerce website has an intuitive user interface, is mobile-friendly, and loads quickly on all web browsers and mobile devices. This enhances the customer experience.
• Use Analytics Tools: Implement Google Analytics and Google Search Console to monitor your website, understand user behavior, and adjust your SEO strategy accordingly.

Tip: Regularly update your content to keep it fresh and relevant, which can improve your rankings and attract more organic traffic. 

2. Develop a Strong Brand Identity

Why It Matters: Developing a strong business brand is essential for any small business owner aiming to stand out in a crowded marketplace. A compelling brand identity differentiates you from competitors and builds customer loyalty and trust. It forms the foundation of your overall marketing strategy, guiding all your marketing initiatives and helping you effectively reach your target audience. A well-defined brand can enhance your marketing, improve customer recognition, and ultimately contribute to increased sales.

Action Steps:

• Define Your Value Proposition: Clearly articulate what makes your e-commerce business unique. Conducting market research will help you understand your customers’ needs and preferences, allowing you to craft a value proposition that resonates with them. This is a crucial element of any small business marketing strategy.
• Create Consistent Materials: Develop a cohesive visual identity, including logos, color schemes, and typography, that reflects your brand across all marketing channels. Consistency in your brand materials strengthens brand recognition and reinforces your marketing strategies. Ensure your branding is evident on your business website, packaging, and all promotional content.
• Establish Brand Voice and Messaging: Develop a consistent tone and style in your communications that aligns with your brand’s personality and appeals to your target market. Whether it’s friendly, professional, or quirky, your brand voice should be reflected across all platforms, including social media platforms, email newsletters, and customer service interactions. This consistency enhances your content and contributes to an effective marketing strategy.
• Utilize Social Media Marketing: Leverage social marketing to engage with existing and new customers. Platforms like Facebook, Instagram, and Twitter are excellent for sharing content, running promotions, and building community. Implement targeted social media campaigns and consider using ads to expand your reach. Collaborating with social media influencers through influencer marketing can also be a powerful marketing tactic to raise brand awareness.
• Integrate Traditional Marketing Methods: While digital marketing is crucial, don’t overlook traditional marketing avenues such as print advertising, direct mail, and event sponsorships. These methods can complement your online marketing actions and reach segments of your audience that may prefer traditional media. A balanced marketing mix ensures you cover all bases in your marketing plan.
• Develop a Comprehensive Marketing Plan: Outline a detailed marketing plan that includes your marketing objectives, strategies, and key performance indicators (KPIs). This plan should guide your marketing team in executing your marketing strategy effectively. Regularly review your KPIs to assess the success of your marketing initiatives and adjust your strategy as needed.
• Implement Video: Incorporate video into your content strategy to dynamically engage your audience. Videos can showcase your products, tell your brand story, or provide valuable tutorials, enhancing the customer journey and keeping visitors on your business website longer.
• Focus on Search Engine Marketing: Enhance your online visibility through SEO and robust SEO. Optimizing your website for search engines will drive more organic traffic and support your other marketing strategies.
• Engage in Content Marketing: Create and share valuable content that addresses the needs and interests of your target audience. This positions your brand as an industry expert and supports your inbound marketing by attracting visitors to your site.

Tip: Consistency is key to building a strong brand identity. Ensure that all aspects of your branding—from your marketing materials to customer interactions—reflect your brand values and messaging. Maintaining a cohesive brand presence across all channels strengthens brand recognition and supports your successful marketing strategies.

Expanding your brand identity with these steps lays a solid foundation for a strategy that can adapt as your business grows. Remember, the goal is to create a memorable brand that resonates with your target audience and sets you apart from the competition.

3. Leverage Social Media Platforms

Why It Matters: Social media marketing is a powerful way to reach your target audiences, engage with potential customers, and promote your products.

Action Steps:

• Choose the Right Social Media Channels: Identify where your target audience spends time, whether on Instagram, Facebook, TikTok, or other platforms.
• Develop a Social Media Strategy: Create a social media content calendar to plan and schedule posts that align with your marketing goals.
• Engage with Users: Respond to comments and messages promptly to build strong customer relationships.

Tip: Use social media analytics to understand what content performs best and adjust your strategy accordingly.  

Tip: Consider influencer marketing by collaborating with social media influencers to expand your reach and enhance your brand’s credibility.

4. Implement Email Marketing Campaign

Why It Matters: Email marketing is an effective marketing channel for nurturing relationships with existing customers and reaching out to new customers.

Action Steps:

• Build an Email List: Encourage visitors to subscribe by offering incentives like promo codes or exclusive content.
• Segment Your Audience: Group subscribers based on behavior or preferences for more personalized email marketing campaigns.
• Craft an Email Marketing Strategy: Send regular newsletters, promotional offers, and updates that provide detailed information about your products and services.

Tip: Use email marketing platforms like Mailchimp, GetResponse, Hubspot, or ClickUp to automate campaigns and track performance metrics.  

Tip: Personalization increases engagement. Use customer names and tailor content to their interests.

5. Utilize Pay-Per-Click (PPC) Advertising

Why It Matters: PPC advertising, such as paid ads on Google or social media, can drive immediate traffic to your e-commerce website.

Action Steps:

• Set Clear Marketing Objectives: Define what you want to achieve, such as more online sales, increased brand awareness, or higher average order value.
• Choose Relevant Keywords: Bid on keywords your potential customers are searching for, like “buy custom photobooks online.”
• Optimize Landing Pages: Ensure your landing pages provide an intuitive user interface and relevant product detail pages to avoid a complicated checkout process.

Tip: Monitor your campaigns closely and adjust bids, keywords, or ad copy to improve ROI.  

6. Engage with Your Audience on Social Media 

Why It Matters: Active engagement on social media platforms is crucial to digital marketing and online marketing strategies. It builds community and encourages users to share or create content, enhancing your brand’s credibility and helping to increase sales.

Action Steps:

• Host Social Media Campaigns: Run contests or giveaways to encourage shares and participation. A well-planned social media campaign can significantly boost engagement and expand your reach.
• Share User-Generated Content: Feature customer photos and testimonials on your profiles. This will boost your content and foster trust among potential customers.
• Use Social Media Channels for Customer Support: Address inquiries and issues promptly to improve customer satisfaction. Excellent customer service on social media can enhance your brand image and is an effective marketing campaign.

Tip: Encourage the use of branded hashtags to increase visibility and foster a sense of community. Consistent branding across your online marketing reinforces your brand identity.

7. Offer Exceptional Customer Service 

Why It Matters: Excellent customer service enhances the customer experience, increasing customer loyalty and positive reviews.

Action Steps:

• Provide Multiple Support Channels: Offer support via email, live chat, and phone.
• Train Your Customer Service Team: Ensure they are knowledgeable about products and can handle issues efficiently.
• Implement Customer Relationship Management (CRM) Systems: Use CRM tools to manage interactions and improve service.

Tip: Personalize your interactions to make customers feel valued and appreciated. 

Tip: Solicit feedback to identify areas for improvement and demonstrate that you value your customers’ opinions.

8. Encourage User-Generated Content and Testimonials 

Why It Matters: Such content adds authenticity to your marketing and can influence potential customers.

Action Steps:

• Ask for Reviews: Encourage customers to leave reviews on your e-commerce site or third-party platforms.
• Feature Testimonials: Display positive feedback prominently on your business website.
• Create Referral Marketing Programs: Offer incentives for customers who refer others, enhancing your referral marketing efforts.

Tip: Always request permission before using customer content in your promotions.  

9. Invest in Content Marketing and SEO  

Why It Matters: Content marketing attracts and retains customers by providing valuable information and enhancing your position in browsers.

Action Steps:

• Start a Blog: Write articles on topics relevant to your products and industry, such as “Top 10 Personalized Gift Ideas.”
• Utilize Video Marketing: Create materials demonstrating products or sharing customer stories.
• Promote Content Across Different Channels: Share your content via email, social media, and other platforms.

Tip: Consistency is key; maintain a regular posting schedule to keep your audience engaged and improve SEO.  

Tip: High-quality content improves your site’s authority and drives more organic traffic.

10. Monitor and Analyze Your Marketing Efforts 

Why It Matters: Measuring performance helps you understand what’s working and needs improvement, ensuring you meet your marketing goals and drive your small business toward success.

Action Steps:

• Define Key Performance Indicators (KPIs): Set metrics like website traffic, conversion rates, and average order value that align with your marketing goals. For a small business, these KPIs are vital in assessing the effectiveness of your business marketing efforts.
• Use Analytics Tools: Leverage Google Analytics and other analytics tools to track data. Also, remember to monitor your mobile marketing campaigns, as more consumers are shopping via mobile devices.
• Adjust Marketing Plans: Use insights to refine your marketing plans and strategies. Continuous optimization is key to a successful marketing plan and executing a successful marketing strategy that outperforms competitors.

Tip: Use A/B testing to experiment with different marketing approaches, such as email subject lines or ad creatives, to see what resonates best with your audience.

Tip: Regularly review your marketing budget to allocate resources effectively and achieve your business goals. This practice ensures your business marketing efforts are cost-effective and contribute to the overall growth of your small business.

11. Try Influencer Marketing 

Why It Matters: Influencers have established trust with their followers. Partnering with influencers relevant to your niche can help you reach a wider audience and build credibility. However, choosing the wrong influencer or a controversial one with a different audience may bring the opposite results of the intended.  

Action Steps: 

• Identify Relevant Influencers: Look for influencers in parenting, lifestyle, home decor, or photography niches whose audience aligns with your target audience and fits your marketing plan.
• Collaborate on Campaigns: Offer your products for them to review, unbox, or feature in their content. 
• Create Authentic Partnerships: Encourage honest feedback and creative freedom to ensure the content resonates with their audience. 

Tip: Micro-influencers (those with smaller but highly engaged followings) can often provide better ROI than larger influencers. It can also be cheaper for testing and the beginning of your journey with influence marketing. 

12. Explore Press Advertising – Traditional Marketing Ways to Promote

Why It Matters: Traditional marketing methods like print ads and events can complement your online efforts.

Action Steps:

• Advertise in Relevant Publications: Choose media that your target market engages with.
• Participate in Events: Attend trade shows or community events to raise brand awareness.
• Distribute Marketing Materials: Use flyers, brochures, and business cards to promote your e-commerce store.

Tip: Track the performance of your ads by using unique discount codes or landing pages to measure effectiveness.  

Tip: Combine traditional and digital tactics for a well-rounded marketing strategy. This unconventional activity for promoting online stores can be very memorable because of this outside-the-box thinking and acting. That’s why it’s also good to save space for those kinds of tactics in marketing plan.

13. Invest in Unconventional Marketing Campaigns 

Why It Matters: Creative approaches can capture attention and differentiate your brand.

Action Steps:

• Implement Guerrilla Marketing Tactics: Use unexpected methods to engage your audience.
• Host Pop-Up Shops: Offer experiences that blend online and brick-and-mortar store elements.
• Partner with Other Small Businesses: Collaborate to reach new audiences.

Tip: Ensure your messaging is clear and includes a solid call to action to drive interested customers to your store. 

Tip: If you are worried about digital coverage of those activities, prepare a pre-press release and send it to local press and social media. 

Tip: To create a more significant buzz, invite some functions or organizations to co-host events.  

14. Engage in Corporate Social Responsibility (CSR) Initiatives 

Why It Matters: Demonstrating social responsibility can enhance your brand image and attract like-minded customers.

Action Steps:

• Support Causes: Align with charities or causes that reflect your brand values.
• Promote Your Efforts: Share your CSR activities on your e-commerce website and social media accounts.
• Encourage Customer Participation: Involve customers in your initiatives.

Tip: Authenticity is crucial. Ensure your CSR efforts are genuine and align with your brand values.  

15. Choose a Brand Ambassadors

Why It Matters: Brand ambassadors can humanize your brand and create authentic connections with your audience. Whether they are celebrities, influencers, or everyday customers, ambassadors who genuinely love your products can promote them effectively, enhancing brand trust and expanding your reach. 

Action Steps: 

• Identify Suitable Ambassadors
• Celebrities/Influencers: Collaborate with well-known personalities whose values align with your brand and who appeal to your target audience. 
• Everyday Customers: Engage loyal customers passionate about your products to represent your brand and make it more accessible. 
• Develop Authentic Relationships
• Build Long-Term Partnerships: Focus on creating ongoing relationships rather than one-off promotions. 
• Encourage Genuine Promotion: Allow ambassadors to share their honest experiences and stories with your products. 
• Provide Support and Resources
• Offer Product Samples: Provide ambassadors with your products to use and showcase. 
• Share Exclusive Information: Give them early access to new products or insider updates. 
• Provide Marketing Materials: Supply high-quality images, videos, or branding guidelines to assist their promotions. 

Tip: Ensure that the products promoted by your brand ambassadors are relevant to your audience and priced affordably. This approach fosters inclusivity and resonates with a broader customer base.  

Tip: Encourage ambassadors to share authentic experiences rather than scripted messages.

16. Participate in Events to Promote Your Small Business

Why It Matters: Participating in industry events, trade shows, and local fairs can be an effective way to increase brand awareness, connect with your customers, and generate leads. For a small business, face-to-face interactions can complement your online efforts, allowing you to build relationships and showcase your products in person.

Action Steps:

• Set Up a Business Stand: Create an attractive, engaging stand that reflects your brand identity. Use banners, product displays, and promotional materials to draw in attendees.
• Promote the Event Through Social Media Ads: Use ads to inform your audience about your participation in the event. Please encourage them to visit your stand and offer exclusive event promotions or discounts.
• Integrate Events into Your Marketing Plan: Include event participation in your overall marketing plan to ensure consistency with your business marketing strategy. This alignment is key to executing a successful marketing plan leveraging online and offline channels.
• Engage with Attendees: Interact with visitors at your stand, provide product demonstrations, and collect contact information for future follow-ups.

Tip: Networking at events can lead to partnerships and collaborations that benefit your small business. After the event, analyze the outcomes to refine your strategies and contribute to a more successful marketing plan in the future.

Launching your business and beginning the entrepreneurial adventure is hard when you do everything in a rush or without basic knowledge of how and when to take some steps, especially regarding marketing. Equally important is addressing the technical aspects of your business, such as setting up your website, securing it with HTTPS certificates, and other essential technical considerations. Check out our technical article on where to start with these crucial technical steps. These marketing actions will build a strong foundation for attracting and retaining clients. Remember, marketing is an ongoing process that demands attention, adaptation, innovation, news, and keeping up with trends. Stay informed about industry trends, listen to your clients, and grow strategies for sustained success.