“A failure to plan is a plan to fail”. This quote by Benjamin Franklin is applicable to all eCommerce businesses and functional verticals. Especially, for eCommerce marketing.
With competition levels steeply rising in the world of eCommerce, standing out and building a dedicated base of customers is becoming a challenging task for eCommerce businesses.
This is even more relevant for new online retail businesses and eCommerce startups looking to forge their way through the market share of existing online businesses and build a loyal following amidst the bigger, more prominent players.
The best way to outdo the competition and get people to learn about your eCommerce brand and engage with it is to have a solid and unassuming eCommerce marketing in place right from the get-go.
In this article, we’re going to cover everything you need to know about eCommerce marketing and how you can do it right for your eCommerce business or online retail business.
What Is eCommerce Marketing?
There’s no one size fits all approach to eCommerce marketing as there are multiple ways to go about doing it.
Having said that, there are a few common practices such as using eCommerce SEO to build a steady stream of organic traffic, using Facebook or Google ads to drive targeted traffic.
For your eCommerce business, you can use a mix of both paid and organic strategies in an effort to build both funnels and to figure out which strategy gets more people to convert into loyal customers.
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6 Ways To Get Your eCommerce Marketing Right
Ecommerce marketers can use social media, content marketing, search engine optimization, search engine marketing, and email campaigns to build traction and drive traffic to attract visitors and facilitate conversions.
Having said that, the basis of effective eCommerce marketing starts with picking a memorable and meaningful domain name for your eCommerce website.
Here’s how you can go about eCommerce marketing for your eCommerce business:
1. Social Media Marketing
As an eCommerce marketer, you should resort to social media marketing to grow your audience base by running a host of campaigns across platforms such as Instagram and Facebook. Not every social network will make for a good fit for you.
Ecommerce is all about visuals. Which is why Instagram marketing along with ‘shoppable’ options to buy directly from the social media platform makes for a sensible marketing and conversion avenue.
Instagram is an appropriate social media platform to showcase and promote your products as it allows you to post sharp pictures, informative video clips, and compelling stories with a call to action.
Your eCommerce business can also use a Facebook Business Page and indulge in YouTube marketing to grow online presence and build a stronger audience base.
This expanse into other relevant social media platforms will also help to receive product reviews for added social proof.
2. Content Marketing
Content marketing is the basis of winning at organic marketing. And unlike popular belief, content marketing isn’t only restricted to blogging or video content.
Content marketing is all about optimizing all your content to improve your website’s SEO rank.
Here’s how you can use content marketing as part of your overall eCommerce marketing plan:
- Craft Smart Product Copies
Your product copy on product pages should include short, keyword-rich, value-driven product descriptions that will help your product page to rank high for certain keywords pertaining to the nature of your product.
For instance, if you sell formal shoes, your product page should appear in the results of a Google search for “black men’s formal shoes”.
This means you should include relevant keywords in the body of your content as well as on your page title and headers.
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- Create Relevant Blog Posts
Content marketing is all about writing relevant blog posts that are relevant to your core competency and what people are actively searching for.
Value-driven posts that impart information go a long way to connect with the right people, especially if the content resolves or addresses a subject that they want information on.
Blogging helps to rank for a host of long-tail keywords which your eCommerce website won’t be able to rank for otherwise.
This is why active blog creation helps with eCommerce marketing.
If you manage an online formal shoe store, writing blog posts about “5 Formal Shoes That Match Comfort With Style” is a great way to attract anyone looking for comfortable formal shoes.
As visitors increase and become more engaged, consider creating posts like “how to select the perfect pair of formal shoes” will do well SEO-wise and increase engagement levels.
- Write Compelling Guest Posts
A great way to win at content marketing and to get your name out there is to write guest posts on websites that have a enjoy a high volume of traffic that is relevant to your business.
The fundamental advantage of submitting guests posts is to help you build domain authority for your eCommerce website.
The best way to search for these websites is to search for websites that ranking for keywords related to your products.
You don’t necessarily need to write a content piece; you can also insert your website link or blog link or your infographic or YouTube video on a relevant post on their website.
Writing guest posts is a great way to attract backlinks from authentic websites to strengthen your eCommerce store’s SEO rank.
- Invest In Creative YouTube Marketing
YouTube marketing has immense potential for eCommerce businesses. And since YouTube is regarded as the second largest search engine after Google and it boasts of over a billion active users, there’s a high probability that your target audience is looking for you there.
Upload high-quality videos on a regular basis and optimize your videos by using the right keywords in the description and clickbaity titles.
Having a strong presence is a great way to go about eCommerce marketing.
- Include A Keyword-Driven FAQ Page
Include a keyword-driven FAQ page that answers and addresses all the questions/queries that your visitors or customers have.
This will help your SEO ambitions if your audience is frequently asking questions related to your product.
Answers that include relevant long-tail keywords will help to drive relevant traffic to your website.
3. Search Engine Marketing
Search engine marketing (SEM) includes both organic marketing as well as paid marketing.
While organic marketing solely relies on SEO and content optimization based on Google’s ranking algorithm, SEM is all about pay-per-click (PPC) campaigns, display campaigns, or product-specific ad campaigns which will enable your eCommerce business to appear in the top spots on the search engine results page.
An unsaid reality is that SEM activities assist SEO and help to kickstart organic authority building. To promote your product pages through PPC campaigns, you should register with Google AdWords.
With PPC, searchers will be presented with your business’s product page above everyone else and when they click on a paid result, it indicates their high level of interest in making a purchase from your business’s website.
4. Email Marketing
Email marketing still remains one of the most effective forms of digital marketing.
The beauty of email marketing is that it can be automated. This makes it easy to manage.
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Here are two ways to use email marketing as part of your eCommerce marketing efforts:
- Post-Purchase Mail
Sending a follow-up email to a user who has already purchased from you is a great way to use email marketing to keep the conversation going.
This is also a great way to send timely emails regarding new products or similar products to the one purchased.
This helps in upselling and cross-selling activities.
- Convert The Abandoned Shopping Cart
Email marketing can also be used to get users who have abandoned their shopping carts to complete the purchase.
Emails to prompt users to complete their transaction coupled with a small incentive or offer of assistance to help with the checkout process or a recommendation of other related products can make the difference between a sale and an abandoned cart.
5. Influencer Marketing
The current world of eCommerce marketing is heavily induced with influencer marketing tactics that help retail and eCommerce businesses reach a higher target audience through relevant influencers.
Influencers are people who have a strong following with people from your niche. Influencer marketing is primarily associated with Instagram accounts of people who have several hundreds and thousands of followers.
However, influencer marketing can also be attributed to YouTube celebrities and Twitter personalities who enjoy a strong subscriber or follower base.
The idea here is to have a person who other people look up to and trust endorse your product. The best way to get the attention of influencers is to do sponsored partnerships or offer free products to them for personal use.
Affiliates are businesses or individuals that help to promote and sell your products for a commission.
Affiliates use traditional tactics such as paid advertising and content marketing to get people to visit your eCommerce website.
You can resort to affiliate marketing to get an additional push to market your products and drive sales.
eCommerce marketing is critical to the growth of your business. Done right, and your eCommerce business will catapult to success and carve a loyal customer base in a jiffy.
If done wrong, it can be catastrophic not just in terms of the resources invested, but it can lead to bad branding or a spiral into negative marketing.
Given the various marketing tools and channels your eCommerce business can use to win at eCommerce marketing, inbound marketing channels coupled with a hint of paid ads should do the trick.