E-commerce Innovation: Tools and Techniques for Small Business Owners

One of the best things about running an e-commerce business today is that there are more tools than ever to help you succeed. Even if you're just starting your company, you can use programs to help you drive sales and grow your brand quickly. However, having the best tools is only part of a successful strategy; you must also know how to use them.

So, let's break down the top types of software you should invest in and go over the best practices for making them work for your business.

Top ECommerce Tools for Small Business Owners

Digital Asset Management (DAM)

One of the most important decisions you can make when developing your e-commerce site is determining how many products you'll sell. While it's tempting to sell as many items as possible, it can make connecting with your customers harder. Big sites like Walmart and Amazon can sell everything, so it's often better to cater to a specific niche.

However, even if you're targeting a niche audience, you'll still likely have a few dozen items in your store. Ideally, each item will have multiple digital assets, such as photos, videos, tutorials, manuals, infographics, and more. Unfortunately, curating and managing these assets is much harder than it might seem.

That's where digital asset management comes into play. A DAM system allows you to store and manage all of your assets from a single, centralized server. This way, as you add more assets to your website, you don't have to scroll through endless images to find the right one.

Some of The Benefits of A DAM Include:

• Multi-User Access - If you have multiple people working on your marketing and sales teams, everyone can get access to the system. You can also control access so individuals can only see the assets they need, not the entire library.

• Automatic Updating - The best DAMs sync with your website and landing pages automatically. This means you only have to update your asset library once instead of making changes to multiple accounts. This feature also ensures that your pages always display the most up-to-date images and information.

• Keyword Searching - As you add assets to the system, you can include various keywords to make the library easier to search. Now, users don't have to scroll endlessly or check tons of file folders to find the right photo or video.

Customer Relationship Management (CRM)

As customers buy products from your digital storefront, you must collect data about each one. Marketing to existing customers is generally cheaper than marketing to new leads. However, if you're handling dozens or hundreds of sales per day, it can be impossible to manage so many users manually.

Customer relationship management (CRM) software is a much better solution. Not only do these programs handle many tasks automatically, but you can find a CRM that's customized for your industry. For example, if you sell and repair HVAC systems, you can find a CRM designed specifically for HVAC companies. Similarly, if you sell consumer packaged goods, you can get a CRM that focuses on generating repeat business.

But what exactly does a CRM do that makes it so valuable? Some of the perks include:

• Automatic Notifications and Reminders - If a customer buys an item they'll need to refill again later (e.g., toothpaste or toilet paper), you can send automatic reminders when it's time to restock. You can also incorporate loyalty deals and discounts to encourage each customer to come back for more.

• All-In-One Customer Management - A customer may interact with multiple people within your organization, such as salespeople, customer service reps, etc. With a CRM, employees can see these interactions and any notes attached to them immediately. This way, there are no miscommunications and everyone is always on the same page.

• Better Data Collection for Marketing - These days, personalized marketing campaigns are far more effective than generic ones. A CRM allows you to collect data about your customers to use for future campaigns. For example, you can conduct A/B testing to see which ads or posts get the most engagement from your audience.

Email Marketing and Automation

Some CRMs come with email automation built-in, while others don't. Either way, you should invest in a high-quality email marketing tool, especially as an E-commerce business.

Since all of your sales happen online, email is the best way to promote your business to new and existing customers. As you generate leads, you can funnel them into segmented subscriber lists. From there, you can send customized messages that are more likely to spur action and generate sales.

Best of all, many email platforms offer automated tools. These tools can segment your lists based on user activity and data. This way, you don't have to spend countless hours poring over the data yourself.

As a rule, customers are six times more likely to open a personalized email, so investing in high-quality software allows you to take a personal approach without spending a ton of money on time and labor.

Social Media Integration

Social media platforms are some of the best lead-generation tools. However, you must be able to integrate your platforms into your CRM and/or your email marketing software.

Additionally, it's best to manage all of your social accounts in a single dashboard. Many social media integration platforms allow you to schedule posts across different websites so you can maintain momentum and continue generating more leads.

That said, you must also know how to curate content for each platform. What works on Facebook may not work well on Instagram or TikTok, so you have to plan accordingly. Also, don't forget to use analytical tools to see what posts generate the most leads. Over time, you can refine your social media messaging to make it even more engaging and effective.

With the Right Tools, Your Small Business Can Compete

As you can see, high-tech software allows your brand to compete with other, bigger E-commerce companies. Even if you're a one or two-person operation, you can leverage these tools and strategies to boost sales and turn your passion into profit.