Everything You Need to Know About Ecommerce Marketing

E-commerce marketers can use social media, digital content, search engines, and email campaigns to attract visitors and facilitate purchases online. Before we dive into more detail about eCommerce marketing and how to implement a strategy of your own, let’s review the definition of e-commerce advertising and advertising’s parity with marketing for an e-commerce business. In a similar fashion to the way advertising falls beneath the umbrella of marketing, e-commerce advertising falls beneath e-commerce marketing and when used in tandem, you have the ability to reach your audience members to boost conversions and improve brand awareness. As mentioned in our definition above-commerce marketing is about driving awareness and action toward your product or service.

Optimize your product

Optimize your product pages for short, product-driven keywords that include the name of the product. If you sell wedding dresses, for example, a Google search for “brown bridesmaid dress” is more likely to produce product pages like yours if you’ve included that term on the page.

Also, make sure that your page titles, headers, and image alt text focus on the right keywords so search engines know to return your eCommerce store for the right query.

Put product-related videos on YouTube and other Media Channels

YouTube has over a billion active users’ chances are your target audience is somewhere in there. It’s also the second-largest search engine behind Google. If you’re looking for a massive, captive audience, YouTube is where you’ll find it. Use highly searched keyword terms to determine your topics, then share videos that are related to your product and helpful to your audience.

This is also a great option for tutorial videos that show current customers how to use your product these videos can show people how best to use your product, increasing customer satisfaction and building long-term relationships with website visitors.

E-commerce Marketing Strategy

Now that you know the ins and outs of e-commerce marketing, let’s put it all together and review some tips for building a successful marketing plan for your online store.

Set goals based on industry benchmarks.

Depending on your industry, location, business size, and a multitude of other factors, there are some standards you can use to measure your goals against — those standards are industry benchmarks.

Consider goals like website visits, click-through rates, conversion rates, and customer acquisition costs and compare those to other e-commerce businesses in your field.

Break down your strategy into small tactics.

When building out a marketing plan for your online store, there are several paths you could follow — we listed many of them above. It can be tempting to chase after every single one, but that’s a sure way to not be effective at any of them.

We recommend that you focus on a couple of key strategies first that you believe will have the most ROI — and are the most accessible to you — and create action items for each.

For example, say you decided that you wanted to focus on a paid strategy to drive users to your store. A few of your action items would be: set up a Google Ads account, determine your ad spend, create an ad group based on your target keywords, and monitor your account daily.

This may sound oversimplified — that’s because it should be. You don’t want to get lost in chasing the next “great e-commerce strategy” without executing one thoroughly and allowing it to work for you.

Delight your new and long-term customers.

Marketing doesn’t stop after a sale is made. Once someone becomes your customer, you should continue to engage, nurture, and delight them.

This way, you’ll support your customers’ long-term success which, in turn, will boost loyalty. It’ll also make your customers want to share their positive experiences with your leads and target audience members through case studies, reviews, testimonials, and word-of-mouth.

Ready, Set, Sell

E-commerce businesses have several marketing tools at their disposal. Using digital and inbound marketing just the right way, you can create campaigns that are designed to help your online store attract customers and grow better.