Develop an ecommerce marketing strategy by learning about eCommerce marketing and how to leverage the most effective marketing channels available right now.
It might be challenging to tell the difference between the many forms of digital marketing used nowadays because almost all marketing activities are now conducted online.
Consider ecommerce marketing as an illustration. What is it, and how does it differ from strategies like social media, content marketing, search engine optimization, and email marketing?
Digital marketing is not restricted to e-commerce marketing. All of the aforementioned digital channels can be used by e-commerce companies to advertise products and expand their businesses.
This e-commerce marketing guide will look at every type of digital media out there right now.
What is eCommerce Marketing?
Ecommerce marketing is the process of raising awareness of and encouraging participation in a firm that offers its goods or services electronically.
To draw customers and expedite online transactions, ecommerce marketers might make use of social media, digital content, search engines, and email campaigns.
Let's explore the concept of ecommerce advertising and how advertising compares to marketing for an ecommerce firm before going into more detail about what ecommerce marketing is and how to apply your own strategy.
Ecommerce advertising and marketing are related in that they both belong under the marketing umbrella, much like advertising does. By combining the two, you may more effectively reach your audience, which will increase conversions and brand exposure.
Ecommerce marketing is all about encouraging people to learn about and use your goods or service, as we indicated in our definition above.
Ecommerce advertising, on the other hand, refers to the strategies you use to market your goods. These advertising could be display ads, banner ads, or rich media ads in terms of online or ecommerce marketing and sales.
The primary lesson to be learned from this is that while establishing your ecommerce marketing plan, ecommerce advertising is a very effective tool to use to target your product or service promotion.
Let's return to our detailed discussion of e-commerce marketing now.
Types of Ecommerce Marketing
Here are some typical marketing channels and how you might utilize them to create an online store to give you an idea of what an ecommerce marketing plan looks like.
Social Media Marketing
Today's most popular social networks are used by brands, publishers, freelancers, and expanding businesses to engage with their audiences and share information that they think their audience would like.
As an ecommerce marketer, you can carry out the same tasks, but your campaigns may take on slightly different forms, and not all social media platforms will be suitable for your needs.
Your success on social media hinges on how you use photography to draw attention to and traffic to your product pages since ecommerce websites are extremely visual by necessity (you have to show off the goods, after all).
Instagram is a good medium for ecommerce enterprises since it lets you share high-quality product photographs and broaden the audience for your items beyond the purchase page.
By producing shoppable content, or material that allows users to make immediate purchases, you can take your social media postings to the next level. This might range from additional tags that link users to a purchasing basket to carefully positioned display advertising within a social feed. You may remove friction from the purchasing process using these techniques.
Product reviews are also nothing new for an online retailer. Businesses that already ask for customer reviews on their online store are ideal candidates to use a Facebook Business Page to express product praise. Below, we'll delve more deeply into product reviews.
Blogging and video marketing are two examples of content that you might think of when you hear the term "content marketing." These types of content are designed to raise your website's search engine ranking and address inquiries about your business. But do articles and videos actually help you make sales if you're operating an online store? Yes, you do.
Here are some strategies for promoting your e-commerce site using content.
Optimize your product page copy.
Create a brief, product-focused keyword strategy for your product pages that includes the product's name. If you put the term "brown bridesmaid dress" on the page, for instance, a Google search for "wedding gowns" is more likely to turn up product pages similar to yours.
In order for search engines to return your e-commerce site for the appropriate query, you should also ensure that your page titles, headers, and picture alt text concentrate on the appropriate keywords.
Write relevant blog posts.
Writing blog entries about "how to plan a wedding" can draw readers from all stages of the wedding planning process if you own an online bridal boutique.
As your audience grows more interested, you may offer content that will influence their decision-making (such as "how to choose the perfect wedding dress") and convert them into leads (such as a downloadable "wedding planning checklist").
Create guest posts for external websites.
You can expose your brand to relevant consumers by writing guest blogs (oftentimes for free). You can increase the domain authority of your e-commerce site by submitting guest posts, which will also signal to search engines that your website is trustworthy.
You must look for websites that are relevant to your goods and are ranked for those keywords. There are occasions when you won't even need to write a whole post. If a website already has a piece that is relevant, offer to contribute to it by including further context—for example, a video or infographic—along with a link to your website.
Put product-related videos on YouTube.
With over a billion active users on YouTube, it's likely that your target market is among them. In addition, it is the second-most popular search engine behind Google. YouTube has a sizable, attentive audience if you're seeking for one. Determine your themes using widely searched keyword phrases, then distribute videos that are pertinent to your offering and beneficial to your audience.
This is also a fantastic choice for instructional videos that demonstrate how to utilize your product to existing clients. By demonstrating the best ways to use your product, these videos can boost client happiness and foster lasting relationships with website visitors.
Include a keyword-driven FAQ section on your website.
You should respond to any inquiries your audience may have if they are about your goods. To attract visitors to your website, create a FAQ page with answers to popular long-tail keyword queries. You'll be increasing authority and traffic, two essential elements of a flourishing e-commerce site.
Search Engine Marketing
Paid advertising and search engine optimization (SEO) are both parts of search engine marketing (SEM). While SEM can comprise pay-per-click (PPC) ads, display advertising, or product-specific ad campaigns (think Google Shopping), which let you buy top spots on search engine results pages, SEO relies on your understanding of Google's ranking algorithm to optimize content.
When users input search phrases that correspond to the terms of your campaign on Google, PPC campaigns ensure that they will see a connection to your page. However, the payout to you should be substantial because you are paying Google each time a user clicks on your result.
For this reason, e-commerce merchants frequently create Google AdWords accounts and run PPC campaigns to advertise their product pages. When a searcher clicks on a paid result, the campaign places them immediately in front of the company's goods, increasing the chances that they'll make a purchase before leaving the company's website.
One of the first types of digital marketing is email marketing, and believe it or not, it has particular importance in the field of ecommerce marketing.
What makes email marketing so effective? Automation is an option. By using automation, you can create a successful drip campaign for subscribers who are divided up based on their interests or where they are in the buying process, and then sit back and watch your email campaign work its magic. You may cross that marketing strategy off of your long list of concerns.
However, in order to preserve the confidence of your leads, you must be extremely careful when managing your email list. Not every commercial email is welcome in an internet user's mailbox these days because data protection is one of their top priorities. When and how ecommerce marketers add website visitors to their mailing list needs to be carefully considered.
Here are two examples of how an online merchant could employ email marketing.
1. Post-Purchase Follow Up
Sending a follow-up email a few days after the goods is delivered keeps the dialogue going and determines their potential interest in your product line if a user has previously purchased a product from your website and consented to receive emails from you during the checkout process.
Following up with customers after the transaction demonstrates that concern for them goes beyond making a sale and that your business is invested in their success using your product. It gives you the chance to learn about their shopping experience, which in turn enables you to make future clients' transactions easier.
Asking people to write product reviews or check out original content on how to use your product are some recommended practices for this type of communication (those YouTube videos you created would be perfect here).
2. The Abandoned Shopping Cart
Users might remove items from their shopping carts for a variety of reasons, and emails to identify the issue and keep their business can mean the difference between a sale and a lost client. Below, we'll discuss strategies for lowering cart abandonment.
Consider sending a kind email to a website visitor who abandons their shopping basket to remind them to finish the checkout process, give assistance, or suggest other relevant products to capture their attention and bring their browser back to your e-commerce site.
Find out why people are leaving their shopping carts empty and how to address it.
Influencer marketing focuses on entities that have influence on your target market. The phrase is frequently used to refer to Instagram accounts with thousands of followers, but it may also refer to a celebrity or group that your target audience either follows or is a member of.
Influencers create networks of followers that respect, like, and trust them. This makes it simple for them to promote your online goods through a recommendation or "paid post."
Ecommerce websites make excellent candidates for affiliate marketing, which is used by 81 percent of firms. Affiliates are individuals or organizations who promote your goods online in exchange for a commission.
Affiliates build interest in items using traditional (yet effective) marketing strategies, unlike the majority of social media influencers. They frequently increase traffic to your pages on your product through paid advertising, content marketing, and other strategies; it's like having a team promote for you.
Local marketing, an often-overlooked strategy for e-commerce enterprises, enables you to focus more on the regions where the majority of your prospects are (if there is a concentration of them in a certain location) and allows you to provide incentives to your prospective clientele.
This is how: To find out where your prospects are, employ tracking cookies. Offer potential consumers in the regions where you have warehouses or shipping facilities cheap (or free) shipping. The reward could be exactly what you need to attract a new client.
Ecommerce Marketing Tips
- Use personalization.
- Capitalize on user-generated content (UGC).
- Build a loyalty program.
- Invest in live chat.
- Cater to the shopping cart.
- Implement a responsive website design.
You can use a variety of ecommerce marketing strategies in addition to the conventional ones we discussed above to attract customers to your online business. Let's discuss some additional original strategies for marketing your online store.
1. Use personalization.
Companies that employ personalisation report revenue growth of 6–10%. What exactly is this panacea?
Finding ways to cater to individuals within the marketing materials you currently have is what is meant by personalization; it entails designing your outputs to take into account the particular requirements of your target audience.
This may take the shape of a prospect's name in the subject line of an email, suggested articles or items based on visitor behavior, or even the display of intelligent content on a webpage when a user returns or has advanced in the buyer's journey.
Personalization can help consumers move through the buying process more quickly by putting the information they need in front of them rather than making them hunt for it, which makes it simpler for them to complete the intended action, which is to make a purchase.
2. Capitalize on user-generated content (UGC).
What if you could get free advertising from your clients? User-generated content, or UGC, is exactly that. Finding ways for your consumers to advertise and spread the word about your company is important.
This is beneficial in two ways: 1) It increases traffic to your online store, and 2) It develops a genuine following of customers who are eager to buy what you have to offer.
With their "Share a Coke" campaign, Coca-Cola did a fantastic job of doing this by producing personalized Coke® bottles with people's names, which were organically shared throughout social media platforms.
Here are some efficient means of encouraging UGC:
- Competitions in which participants must display your product in some form to be eligible to win.
- Venues for reviews where customers can comment on your product.
- Hashtags used on social media, when individuals post content with a certain hashtag.
3. Build a loyalty program.
Who wouldn't want repeat business from a devoted consumer who stays a long time? Through pertinent offers and discounts, a loyalty program incentivizes customers to keep doing business with you. While creating a customer loyalty program requires some thought and effort, the results are worth it in terms of retention, referrals, UGC, and repeat business.
When developing a loyalty program, an e-commerce company should take a few factors into account. One is to think about varying the ways that patrons can demonstrate their loyalty, whether it be through repeat business, social media mentions, or content sharing. Consider how you will reward their loyalty as well, whether it be with points, coupons, or other special benefits.
Generate Word-of-Mouth Marketing (WOMM)
One of the most effective marketing strategies available today is word-of-mouth advertising. It is predicated on the idea that people prefer guidance from people who are similar to them. The importance of word-of-mouth marketing for your company becomes more clear as consumers become less trusting of marketing strategies from businesses.
Offering excellent customer service will help this happen naturally, but you can also encourage and even invent kinds of WOMM that are just as successful.
Keep in mind what I said earlier about how customers are losing faith in brands. Customer reviews, on the other hand, assist reduce that suspicion because they come from people who aren't engaged in your company's success and instead provide an honest and frequently brutally honest assessment of your product and how it performed for them.
Because they mention your product and frequently act as salespeople for you, reviews serve as marketing tools for you. If it worked for them, it might work for me too, people reason. Any way you can, encourage your customers to give evaluations; the post-purchase email we discussed above could be an excellent place to start.
Referrals occur when customers ask their friends, relatives, and coworkers to buy from you. Yes, if customers genuinely like your product, this might happen spontaneously, but you can make sure that it happens more frequently by implementing a referral program.
Simply encourage your existing customers to recommend new customers in exchange for something of value (such as a discount, cash payment, or free gift), which you can give to both groups of customers. When you recommend a friend to sign up for Dropbox, they give you more cloud storage space. Dropbox does this well.
Customer endorsements are a terrific way to spread the word about how great your product is. Because testimonials are often created from interviews, where you can ask precise questions to get to the issues you want to address and communicate with prospects, they are practically personalized reviews.
Given that you run an online store, you could want to concentrate your testimonial interviews on the simplicity of the purchasing procedure, the caliber of the customer service, and the ease of setup and delivery.
Case studies give you the chance to highlight customers' accomplishments in a way that convinces prospects to buy. You should interview clients who most closely resemble your target market because they are designed to relate to your consumer persona. Showing a customer's life before your product and how it has significantly improved since is recommended practice for case studies.
4. Invest in live chat.
You've heard of chatbots, don't you? They're one of two ways to use a live chat technique, I suppose. You might have a live person on hand to speak with potential consumers that come into your store, depending on the size of your company.
Whether you choose to use a bot or a person, live chat will be especially useful for addressing customer questions as they arise both throughout the checkout process and while customers are browsing your store.
5. Cater to the shopping cart.
A lot of the reasons individuals quit their shopping carts, as we covered above, have to do with their lack of trust in your company, your product, or your delivery method. By taking on their arguments head-on, you aim to provide clients every reason to buy from you without reservation.
There are a few strategies to reduce shopping cart abandonment:
- Money-back guarantees
- A clear and simple return policy
- Superior delivery options
- Immediate access to customer support
If you manage your online store with WooCommerce, look into HubSpot for WooCommerce to incorporate abandoned cart sequences into your marketing strategy.
6. Implement a responsive website design.
No matter what part of your ecommerce plan you're working on, a responsive design should be a part of it. Your e-commerce marketing strategies will be accessible and simple to use on any device (e.g. laptop, smartphone, iPad or tablet).
Your content will be simple to read and navigate for all users in a world where individuals are constantly on the go and access websites and e-commerce marketing materials using a range of devices from various locations. (For some successful instances of responsive web design, see this post.)
Ecommerce Marketing Strategy
Let's bring it all together and go through some advice for creating a fruitful marketing strategy for your online business now that you are familiar with the ins and outs of ecommerce marketing.
Set goals based on industry benchmarks.
You can utilize industry benchmarks to compare your goals to certain criteria, depending on your industry, geography, business size, and a variety of other factors.
Compared to comparable e-commerce companies in your industry, take into account metrics like website visits, click-through rates, conversion rates, and client acquisition costs.
Break down your strategy into small tactics.
You have a number of options when developing a marketing strategy for your online store; several of them are covered above. It can be tempting to pursue every single one, but doing so will guarantee that you won't be successful in any of them.
We advise you to initially concentrate on a few key tactics that you think will have the greatest return on investment and are the easiest for you to implement, and to make action plans for each of them.
Let's take an example where you opted to concentrate on a paid campaign to attract customers to your store. You should create a Google Ads account, decide how much money you will spend on advertising, make an ad group based on your target keywords, and keep an eye on your account every day.
This might seem very simplistic, but that's exactly how it should be. You don't want to waste time searching for the next "amazing ecommerce strategy" without first fully implementing one and letting it work for you.
Delight your new and long-term customers.
The marketing process doesn't end after a sale is made. After someone signs up as a customer, you should keep up the engagement, nurturing, and joy.
By doing this, you'll contribute to your clients' long-term success, which will increase loyalty. Additionally, it will encourage your customers to spread the word about you to your leads and target audience via case studies, reviews, testimonials, and word-of-mouth.
Ready, Set, Sell
Ecommerce companies can use a variety of marketing strategies. You can build programs that are intended to assist your online store in attracting clients and improving its growth by utilizing digital and inbound marketing in the ideal manner.