Fuel is to a car as ecommerce marketing is to online stores!
Yes, an online store is a great asset, but it is the right ecommerce marketing strategy that truly drives it forward.
So, let’s take a step back. You had a great idea, you analysed and understood a gap in the market, or identified a target audience that can benefit from your idea. You build an online store and power it with the right WooCommerce hosting plan.
How do people find you? How do you get your first sale (and more)? How do you grow your ecommerce store and rake in the Moolah?
The answer is simple, you analyse and execute the right Ecommerce Marketing Strategy.
However, with so many channels, digital platforms and tools available today, the lines between different kinds of marketing have blurred. For example, you may ask, how is ecommerce marketing different from social media marketing? Most popular forms of marketing today, including social, email, content and search engine, can be put under the broader umbrella of digital marketing.
As an ecommerce website owner, you need to understand how to use these different marketing platforms and tools to make up a tight, thought-out and strong ecommerce marketing strategy.
Let’s break this up into smaller chunks, to better understand Ecommerce Marketing.
What is Ecommerce Marketing?
Simply put, it is a combination of marketing tools, platforms and channels that are put together to market the products and services available on an ecommerce platform. Through your ecommerce marketing, you raise awareness, drive engagement and interactions, and create actionable efforts.
You do this via various channels, like social media platforms, website content, SEO, email campaigns, and more – all working towards driving the action of generating sales and building a customer base.
Types of Ecommerce Marketing
To get a better understanding of Ecommerce Marketing, let’s look at different channels that can be used to market your ecommerce website.
Social Media Marketing
Customers and brands can connect and communicate directly through social media platforms. These platforms give you, the brand, the chance to interact with your audience, create a customer base, drive different kinds of campaigns and create a community – all through social media. While all kinds of brands and websites are leveraging the power of social media, as an ecommerce website your campaigns and strategy need to be different. Additionally, you need to choose the right platforms to market your products/services.
For an ecommerce store, Instagram and Facebook are probably the best social platforms to capture an audience, as well as drive sales. These platforms not only allow you to create posts that are visually attractive but also give your customers the option to directly visit your website and shop with you. You can run promotions with a CTA to ‘Shop Now’ or ‘Visit Instagram profile’ and take customers directly to your website or add your shopping catalogue link to your social media profile bio. This way customers can look at sharp product pictures and easily go to your website to complete the buying journey.
Content Marketing includes all and any kind of content you produce to drive traffic, promote your products, inform and educate your potential customers, and be easily visible and accessible on search engines. Thus, from website content to blogs, from YouTube videos to Instagram reels, and from powerful product descriptions to paid ad copies – it’s all content. As an ecommerce website, all your content must be focused on being easily found by your target audience, be informative, and highlight your products and the benefits customers can get when they shop from you.
For example, let’s assume your ecommerce website sells T-shirts for women but the unique thing about your t-shirts is that they can be fully customized. Customers can come to your website and pick the colour, print, sleeve length, neck design and other elements to fully customize their t-shirt. Here’s what you could do, create website copy that reflects how you are different and why customization is the way to go, create videos demonstrating how easy it is to customize with you, target SEO keywords like ‘t-shirts for women’, ‘women t-shirts’, ‘customized t-shirts’ etc, run a social media contest asking people to design a t-shirt using your website and the best design gets it for free – you get the point? Use content to your advantage by making it persuasive for the platform it will be on.
Emails are a great way to personalize communication with existing and potential customers. Your ecommerce website must persuade people to sign up for a newsletter or share contact details to complete a purchase, so you can send them personalized emails. This could be a good way to share exclusive deals, new products, upcoming events or even share a promo code as a token of appreciation. You can also use emails to share new blogs or other informational content that is relevant and helps your brand stay top of mind.
Search Engine Marketing
Search Engine Marketing is a combination of Search Engine Optimization (SEO) and paid advertising on search engines. SEO is the practice of optimizing your content to rank higher on a search engine, and paid advertising includes display ads and PPC ads. Using a combination of SEO and paid ads will help more people find you, and shop with you.
Another marketing strategy that works great for ecommerce websites is using influencers to tap into an existing follower base. Find Influencers within your industry and share your products/services with them, so they can influence their followers who already trust them. Influencers can create sponsored posts or share recommendations and give more details about your ecommerce website.
Tried and Tested Ecommerce Marketing Tips That Sell
All these types of Ecommerce Marketing require planning and execution. You need to understand each of these marketing types and use them to your advantage. No two ecommerce websites are the same, so understand what works best for your customers and for the type of products and services you are offering. For example, you can also use Affiliate Marketing for your ecommerce website, depending on the industry and niche you are in.
Now that we understand what Ecommerce Marketing is, and the different types of ecommerce marketing you can sew into your overall strategy, let’s talk about some key tips that further boost your marketing plans.
Here we go:
- Personalize content as much as possible, and wherever possible. Your customers must feel like you are talking to them directly. Tailor your content and campaigns to make them more personalized; more effective.
- Persuade your customers and followers to promote and share your website. User-Generated Content is a great way to boost visibility, build trust and drive traffic. Reviews, contests and campaigns, hashtags – think of all the ways to make people talk about you.
- Add customer testimonials to your website and let potential customers see how others have benefitted by doing business with you.
- Make sure your ecommerce website is fast, secure and always accessible – with every minute of downtime you could be losing business and customers!
- Optimize your website design and make sure it’s mobile responsive. Make shopping easy and fun, and especially optimize the checkout process.
Your ecommerce marketing strategy needs to be well planned and tailor-made to meet the expectations of your potential customers. Be available across platforms, allow customers to know more about your website on a platform that they most use, and optimize your website to ensure a happy and easy shopping experience.
For more information and helpful reads, head to our WordPress Tutorials page.