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Ecommerce Marketing Strategy Guide – All You Need to Know in 2022

Ecommerce Marketing Strategy

When you own an eCommerce company today, there’s a lot of potential for success because more people shop online than ever before. Even so, competition among online stores is at an all-time high. 

So chances are you will not be the only firm thinking about an eCommerce marketing strategy. As a result, your ability to leverage every tool to attract visitors to your website will determine your long-term success.

The bright side is that you can accomplish this goal through a variety of strategies. This eCommerce marketing guide will go over all you need to know about endearing your online store to your target audience and boosting traffic. 

In addition, we’ll look at the best marketing tips for your company, as well as how to select the best marketing channels. 

If you follow this guide, you’ll notice a significant increase in the number of visitors engaging with your products in no time. 

So let’s begin.

What is Ecommerce Marketing?

Ecommerce marketing guide
Photo by Campaign Creators on Unsplash

The method of driving the online sales of your online products is known as eCommerce marketing.

The phrase can refer to a wide range of activities to advertise an online store. It involves everything from increasing brand awareness and reaching new customers to retaining clients and increasing average order value (AOV).

With an eCommerce marketing strategy, marketers can employ social media, digital content, search engines, website copywriting and email campaigns to meet specific KPIs and business objectives.

Let’s go over the concept of eCommerce marketing and why it’s crucial in today’s global economy before getting more detailed about applying your strategy.

Why Ecommerce Marketing is Essential

Assume you have the ideal products for the market you’re trying to dominate. However, no one in your target demographic is aware of your products, hence no sales. Your business will be in peril in no time.

As a result, it’s critical to inform and educate your target market about your product and its applications, especially if growing your e-commerce business is one of your top new year resolutions. That is precisely what eCommerce marketing does for your company. It assists you in spreading the word so that more people are aware of your goods and business.

A large section of the world’s population currently shops online, with estimates that the number was around 2.14 billion in 2021!

As a result, the internet plays a significant role in the success of an eCommerce business. You must be present in all forms of online marketing to capture visitors’ attention. Standing out becomes increasingly difficult with thousands of e-commerce websites currently available on the internet.

Key Benefits of Ecommerce Marketing Strategy for Online Businesses

Ecommerce marketing brings with it some unique benefits for companies in this sector. If you’re considering giving some popular eCommerce marketing strategies and tactics a try, here are some advantages you can expect.

1. Easy and Convenient Product Promotion

The best thing about e-commerce marketing is how convenient it is. The technique is simple to use, and the buyer may obtain any information with just a few clicks. The e-commerce marketing site is open 24 hours, seven days a week. At any time, a person can purchase goods from anywhere in the world.

2. Provide Product Datasheets

The majority of e-commerce websites include thorough product descriptions as well as photographs. As a result, customers will no longer have to determine a product’s quality just based on its appearance.

3. Search Engine Visibility

Because there are so many e-commerce websites on the market these days, raising your search engine presence will bring in more clients.

4. Exploit Warranty Information

A customer will usually examine the validity and guarantee of an item before purchasing it online. As a result, in e-commerce marketing, mentioning the warranty or guarantee period is helpful. However, you won’t hear about them in physical stores.

5. Minimum Inventory Management Cost

When products inventory is managed through an automated method, not only are costs reduced, but risks also decreased.

6. Displays Competence

When compared to opening a conventional store, the cost of starting an e-commerce firm is exceptionally minimal. Furthermore, obtaining a licence and authorisation for an e-commerce marketing site is more straightforward. Also, customers’ billing and inventory management are typically automated. This saves money on labour. As a result, e-commerce is far more efficient in a modern company.

7. Worldwide Customers And Sales

The geographical region covered by physical stores is limited. Furthermore, small business stores cannot compete in the more competitive business sector. Still, with the help of effective e-commerce marketing methods, even a little firm may overthrow a larger one.

8. Multi-site options

E-commerce marketing is a simple way to branch out. Unlike new store opening charges, this firm does not have those expenses. Another benefit is that it allows the business owner to put together co-branded websites. Given what you stand to gain from marketing your eCommerce business, here are some of the marketing approaches you’ll need to choose from. 

Types of Ecommerce Marketing

Photo by Melanie Deziel on Unsplash

To expand your customer base, eCommerce marketing involves a variety of strategies. 

Below are the leading types of eCommerce marketing channels for your overall eCommerce marketing strategy.

Content Marketing

Each time someone says “content marketing,” the first things to come to mind may include videos and articles — content that aims to increase your website’s search engine ranking and answer queries about your business. But do you really need articles and videos to create sales if you’re selling a product online? You certainly do.

Here are some examples of utilising content to promote your eCommerce store.

I. Optimise the copy on your product pages.

Optimise your product pages for product-specific keywords that include the product’s name. For example, if you sell wedding dresses, googling “brown bridesmaid dress” is more likely to bring up product pages than if you don’t include these keywords in your pages’ copy.  

Also, ensure that your page titles, headers, and image alt text include search-relevant keywords that help your eCommerce store to rank.

II. Publish relevant blog content

If you run an online bridal gown store, creating blog posts about “how to plan a wedding” can appeal to anyone participating in wedding planning, regardless of where they are in the process.

You can produce content that will drive visitors to seek answers like “how to choose the perfect cat litter the right wedding dress” and turn them into leads, such as a downloadable “wedding planning checklist” as their engagement grows.

III. Get Guest Post Published on Other Websites

Guest posts can help you get your name and products in front of the right people (often for free). Submitting guest posts will also help you increase your eCommerce site’s domain authority, signalling that your site is trustworthy to search engines.

You’ll need to look for websites that rank for keywords relevant to your goods. You may not even need to write a complete post at times. If a site already has relevant content, offer to expand it by including more context, using video or an infographic with a link building and blogger outreach for your site.

YouTube can boast of more than one billion active viewers, so there’s a good possibility your target audience is among them. It’s also the second-largest search engine globally, after only Google. So if you’re searching for a large, engaged audience, YouTube is the place to go. First, determine your themes using highly searched keyword terms, then distribute videos relevant to your product and value to your audience.

This is also a wonderful choice for lesson videos that educate current customers on how to use your product. These videos can show people how to utilise your product in the most efficient way possible, enhancing customer happiness and fostering long-term relationships with website visitors.

V. Add a Keyword-focus FAQ Section to Your Website

If your customers have questions about your product, you should be the one to address them. To attract viewers to your website, create a FAQ page with answers to high-volume, long-tail keyword queries. As a result, you’ll be increasing both authority and traffic, which are two critical components of an eCommerce store’s success.

Social Media Marketing

Brands, publishers, contractors, and expanding enterprises all build pages on today’s most popular social media platforms to communicate with their customers and provide content that matters to them.

Being an eCommerce marketer, you can do the same thing, but there have been some, and not every social network will match your needs.

Because eCommerce websites are highly visual — after all, you need to show off the goods — your social media success is dependent on your ability to use pictures to draw attention and visitors to your product pages.

Instagram is a good medium for eCommerce enterprises since it allows you to share high-quality product photographs and extend the reach of your goods beyond its purchase page.

Create shoppable content, which is material that allows users to buy right away to take your social media postings to the next level. This can range from strategically placed display ads within a social feed to additional tags that directly link viewers to a buying cart. These techniques take out any friction in the purchasing process.

Furthermore, product reviews are nothing new to an eCommerce company. Using a Facebook Business Page to convey product praise is an excellent approach for businesses that gather client feedback across their online store. Later, we’ll delve deeper into product reviews.

Email Marketing

Email marketing is among the original approaches to marketing and is going nowhere as far as eCommerce marketing is concerned.

What makes it so appealing? 

First, you can put your entire campaign on autopilot. Automating a drip campaign for emailing list members segmented according to stages along the buyer’s journey or interest is all you’ll need to get a successful campaign going. In addition, this frees up your time to take care of other marketing tasks on your long to-do list. 

Even so, it’s critical to be meticulous with your email list to preserve your leads’ trust. Given the rising data privacy issues among online users, some consumers frown upon commercial emails. As such, it’s vital to strategically choose when and how you add subscribers to your emailing list. 

Given these considerations, here are some ways to maximise the benefits of email marketing:

I. Following up New Customers

Following up with an email, a couple of days after a new customer’s first purchase can go a long way to establish a lasting and fruitful buyer-seller relationship. It helps keep the dialogue alive and can guarantee future interest in other products down the line. Overall, it’s an effective way to show your customers you care, depending on the contents of your email. 

It also allows you to obtain feedback on their purchasing experience, which helps you eliminate friction for future clients.

For this type of email, some best practices include asking them to write a product review and read original information on how to utilise your product (those YouTube videos you created would be perfect here).

II. Following up Abandoned Shopping Cart

Users quit shopping carts for various reasons, and sending emails to diagnose the issue and keep their business might mean the difference between a sale and a lost customer. Below, we’ll go through several strategies for reducing shopping cart abandonment.

Consider sending a courteous email to remind a website visitor to complete the checkout process, assist, or propose other similar products to get their mind back on you and their browser back to your eCommerce store if they fail to complete a transaction while in your shopping cart.

Search Engine Marketing

Search engine marketing (SEM) includes organic and paid search engine optimisation (SEO). SEM encompasses different techniques like display campaigns, think Google Shopping, or pay-per-click (PPC), with which you can earn the top spot in SERPs at a cost. SEO required deep insight into ranking factors of Google, but SEM covers several ad placements and keyword bidding, which requires money to run. 

When potential buyers enter search phrases that match the terms of your campaign on Google, PPC campaigns ensure that they will see a connection to your page. However, because you’re paying Google every time someone clicks on your result, the payout should be substantial.

This is why eCommerce marketers frequently register with Google AdWords and use PPC ads to promote products across several pages. After clicking on a paid result, your campaign sends the searcher directly to your product, supporting the possibility of completing a purchase before leaving the page.

Influencer Marketing

Influencer marketing focuses on people or businesses who significantly influence your target market. The word primarily refers to Instagram accounts with thousands of followers. Still, it could also refer to a celebrity or community that your target audience follows.

Influencers cultivate a following of people who like and trust them. As a result, gaining attention for your online product through a recommendation, or “paid post,” is simple for them.

Local Marketing

With local marketing, you can zoom in on the specific locations of your prospects, especially if they reside in large numbers in a particular area. This allows you to present them with location-specific offers and display social proof that brings more customers onboard. This will put your company ahead since most eCommerce businesses overlook these tactics. 

Here’s how to do it: Tracking cookies might help you figure out where your prospects are. Then, in places with warehouses or shipping facilities, offer potential clients discounted (or free) delivery. The reward could be exactly what you need to attract a new client.

Affiliate Marketing

About 81% of marketers admit to using affiliate marketing, and a sizeable portion of the target eCommerce businesses. This group of marketers can help your company sell its products for a small commission per sale. Contrary to the majority of social media influencers, affiliates employ effective but more traditional strategies to generate product interest. They frequently utilise paid advertising, content marketing, and other methods to drive visitors to their product sites – it’s almost as if you had a marketing team working for you.

Top Ecommerce Marketing Strategy Tips  

Photo by Charles Deluvio on Unsplash

Beyond the standard approaches we discussed above, there are a plethora of eCommerce marketing tactics you can employ to increase your website’s traffic. 

Let’s look at some more innovative strategies to market your eCommerce store.

Exploit User-generated Content

Imagine getting your customers to promote your product to their friends and families without spending a dime. How great would that be? These are some of the benefits of exploiting user-generated content. You only need to determine what will make your prospects and customers readily share your brand and its products.

Your business can derive two benefits, namely:

  • More traffic directed to your eCommerce pages. 
  • It allows you to establish a real following of people interested in what you offer.

Coca-Cola® did a fantastic job at this with their “Share a Coke” campaign, which included personalised Coke® bottles with people’s names, which were then shared throughout social media platforms.

Below are some promotion ideas for user-generated content:

  • Customers partake in giveaway contests by sharing your products in creative ways.
  • Encouraging customer feedback on all goods across relevant review forums and platforms.
  • Hashtags on social media, where users submit content with a branded hashtag

Leverage Personalisation

Companies who use personalisation report a 6-10% increase in sales. So what exactly is this so-called “magic bullet”?

Personalisation means modifying your marketing messages to match the specific taste of your target audience. Meaning, you need to speak their language and use words that resonate with them in your marketing copy, videos, or social media posts. 

It can also mean inserting the exact name of your prospect in your email’s subject line or recommending products according to consumer behaviour. You can even add smart content to your pages to enhance user experience and facilitate the buyer’s journey down your funnel. Ultimately, you want to please your audience, so they know your products won’t disappoint once they purchase them.

Launch a Loyalty Program

Who doesn’t desire a loyal customer who has been with you for a long time? A loyalty program encourages customers to keep doing business with you by offering appropriate incentives and discounts. But, it’s necessary to keep an eye on a few things when coming up with your eCommerce loyalty program. First, consider expanding the ways customers may show their devotion, such as repeat purchases, social media mentions, and content sharing. Then, consider whether you’ll reward their loyalty with points, discount codes, or unique bonuses.

Initiate Word-of-Mouth Marketing (WOMM)

Few marketing methods can compare to word-of-mouth in terms of effectiveness. After all, you can’t doubt the idea that people trust the comments of their friends, families, and others in their circle. So don’t wait till the effects of WOMM become noticeable due to consumer distrust. Instead, take the initiative and control the narrative by delivering excellent customer experience, over-delivering on marketing promises, and engaging with buyers often.

Testimonials

Customer testimonials can work similarly to WOMM by promoting the spread of news about your products. Also, since you often create testimonials from interviews to ask precise questions that get to the topics you want to address and share with prospects, they are effectively tailored reviews.

Because you run an eCommerce business, you might want to focus your testimonial interviews on the convenience of the purchasing process, the degree of customer service, and seamless delivery and setup techniques.

Reviews

Remember how I said that prospects are losing faith in companies? On the other hand, customer reviews help overcome that suspicion because they originate from people who aren’t engaged in your company’s success. Instead, they’re a genuine and brutally honest appraisal of your product and how it performed for them.

Because they feature references of your product, they act as marketing tools for you, and they frequently do the selling for you. The popular notion is, “It worked for person X, so I can also get the same results.” So you need to incentivise review if possible, and you can use previously stated post-purchase email to get your review campaign off the ground.

Referral Marketing

When clients invite other buyers to purchase a product from you, this is a referral. Of course, you can get this organically once your products are legit. However, it does help to make it easier for your customers to refer others with a referral program. The most straightforward method is to ask for referrals and give them something in return, no matter how small. Usually, companies offer perks like discounts, freebies, or coupons. 

For example, Dropbox does a decent job at this by giving you free cloud storage when you invite a friend to sign up.

Case Studies

Case studies help you to highlight your customers’ achievements in a way that encourages prospects to take action. You should interview consumers who most closely resemble your target demographic because they are designed to relate to your buyer persona. In a case study, the ideal practice is to demonstrate a customer’s life before and after using your product.

Use Live Chat

Chatbots – you’ve probably heard of them. They’re one of two methods for implementing a live chat approach. You can hire a product expert to interact with prospects who land in your online store, depending on the size of business you control. Either way, a bot is also a good option, particularly when customers are browsing your store and need immediate answers during the checkout process to address any objections.

Take Care of The Shopping Cart

The reasons why individuals quit their shopping cart are mentioned above, and a lot of them have to do with trust in your company, the product, or the delivery mechanism. By facing customers’ objections head-on, you want to provide them with every reason to buy from you without hesitation.

Here are two hand-picked strategies to help minimise the number of abandoned carts:

  • Guarantees of money back
  • A simple and straightforward return policy
  • Options for superior delivery
  • Customer service is available right away.

For those using WooCommerce for their online store, HubSpot resource for WooCommerce is worth checking out. It helps incorporate abandoned cart sequences into your marketing strategy.

Design a Responsive Website

A responsive design should be a part of your eCommerce strategy, no matter whatever component you’re focusing on. Any device will be able to see and navigate your eCommerce marketing strategies (e.g. laptop, smartphone, iPad, or tablet).

Given the fact that customers of today are always spoiled for options, they can visit other websites and view eCommerce marketing materials on a variety of devices from a variety of locations. Still, your content should be among the easiest to read and navigate.

Crafting an Ecommerce Marketing Strategy

ecommerce marketing strategy tips
Photo by Campaign Creators on Unsplash

Let’s bring it all together and discuss some recommendations for creating a successful ecommerce marketing strategy for your e-store since you can now tell what eCommerce marketing entails.

1. Outline Objectives According to Industry Benchmarks

Certain industry benchmarks can help you determine whether your goals are on par with the competition, based on your location, industry, company size, product line, etc. For example, see how other eCommerce companies are doing in terms of CTR, client acquisition, website visits, and conversion rates.

2. Dissect Your Strategy Into Practical Tactics

You can take different paths for crafting a marketing strategy for your business, like the ones described here. You might feel the need to go with each one separately, but this approach can speedily fail.

We recommend that you start by focusing on a few key tactics that can provide the highest return on investment (ROI) and are the most accessible to you, and then build action items for each of them.

Let’s imagine you’ve opted to focus on a paid plan to attract customers to your store. Set up a Google Ads account, determine your ad spend, build an ad group based on your target keywords, and monitor your account daily are just a few of your action items.

It’s okay if something seems very simplistic; that’s how it should be. Nonetheless, try not to avoid the endless pursuit of the next “amazing eCommerce strategy” without first putting one in place and letting it work for you.

3. Keep Your New And Loyal Customers Delighted

The close of a sale isn’t the end of marketing. When a prospect becomes a customer, you shouldn’t stop nurturing, delighting, or engaging them. Instead, make them know you’re interested in the long-term success of your product. This promotes customer loyalty and can get you case studies, reviews, or WOMM to display positive results of your products to your target audience and leads.

Key Takeaways

Ecommerce enterprises have access to a variety of eCommerce marketing and SEO tools. You can launch campaigns to assist your online store in attracting customers and growing more effectively if you use digital and inbound marketing in the appropriate way by following different eCommerce marketing examples. 

Your eCommerce marketing plan must be perfected to increase your online sales. Meanwhile, employing the best ecommerce marketing strategy or eCommerce marketing services for effective testing and execution is critical to getting your eCommerce marketing plan right.

If you believe your ecommerce website deserves more traffic and can generate more revenue with an industry-tested marketing strategy, then book a free consultation today.

ECommerce Marketing Strategy FAQ

Ecommerce marketing tools can enable businesses to increase traffic and conversion to online stores. The type of ecommerce marketing tools your store needs will vary according to your company’s size, budget, and marketing objectives. 

Below are the top tools for your ecommerce marketing strategy: 

  • WooCommerce
  • Mailchimp
  • Google Ads
  • Ahrefs
  • Zendesk
  • Shopify
  • SEMRush
  • Improvely
  • Canva
  • Google Analytics
  • Zapier
  • Leadpages
  • AdEspresso, and many more

Even successful eCommerce strategies have to contend with myriad challenges. However, what differentiates such methods is the tactics employed to navigate some of the leading difficulties which include: 

  • Poor conversion rates, an average of 3% on most eCommerce sites
  • Steep competition, order fulfilment, and cybersecurity issues

Whether you’re just getting started in the UK’s eCommerce industry or a seasoned pro, keeping up with the latest eCommerce marketing trends and methods is critical. Therefore, your bet to finding the best eCommerce marketing strategy 2022 has to offer is to leverage the data and other crucial information at your disposal.

Taking an eCommerce marketing course benefits beginners and veteran eCommerce marketing professionals alike. Such lessons enable you to remain up-to-date with emerging eCommerce trends, level up your knowledge, and maximise the potential of your store. Some of the best are: 

  • HubSpot: Ecommerce Marketing Course
  • Skillshare: Ecommerce Essentials
  • Shopify: Ecommerce Email Marketing 101
  • Coursera: Digital Marketing Specialization
  • Digital Marketer: Ecommerce Marketing Specialist
  • BigCommerce: Ecommerce Masterclass for B2B Sales

Owing to the spike in worldwide ecommerce, businesses are finding it difficult to attract clients. Thus, selecting the best eCommerce marketing services can mean the difference between success and failure. Some of the best include: 

  • LiftedWP – Best for UK businesses strategies
  • NP Digital – Best for increasing ROI
  • Upgrow – Best for eCommerce planning

Most of the most vital eCommerce marketing strategies for beginners comprise low risk and high return tactics. Implementing these methods enables companies to expand their reach and create a buzz to attract qualified leads. Examples include:

  • Using social media platforms.
  • Creating valuable and relevant content.
  • Creating ‘how to’ videos for their products.

E-marketing refers to any online marketing that takes place through websites, online E-marketing refers to any online marketing through websites, online storefronts, and other online technologies. Ecommerce, on the other hand, is an online enterprise that involves commercial transactions, information sharing, and business transactions through an extensive network using the internet.

When trying to promote your eCommerce business, you can seldom find a better way than emulating the examples of companies that have already done it and seen exceptional results. Fortunately, there is no shortage of excellent eCommerce marketing examples, including: 

  • Bonobos – Better-fitting, better-looking men’s pants
  • Warby Parker – Online eyeglasses without the markup
  • Leesa – Great mattresses at affordable prices

Creating the perfect eCommerce marketing strategy can be a long and arduous process. So to begin, you need to know the type of eCommerce marketing approaches relevant to your business. Usually, these include examples like email marketing, referral marketing, content marketing, and others.

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