What is ecommerce marketing?
Ecommerce marketing is the act of driving awareness and action toward a business that sells its product or service electronically.
Types of E-commerce Marketing
To give you a sense of what an E-commerce marketing strategy looks like, here are some common marketing channels and how you’d use them to build an online store:
- Social Media Marketing: Brands, growing businesses… All launch pages on today’s most popular social networks to connect with their audience and post content that the audience is interested in.
You can take your social media posts a step further by creating shoppable content, which is content that enables visitors to buy right away. That can include anything from strategically placed display ads within a social feed to additional tags that take users directly to a shopping cart. These methods help you eliminate friction from the buying process.
- Content Marketing: that is meant to improve your website’s ranking in search engines and answer questions related to your industry.
Here are some ways to use content to market your ecommerce store:
- Optimize your product page copy
- Write relevant blog posts
- Create guest posts for external websites
- Put product-related videos on YouTube
- Include a keyword-driven FAQ section on your website
- Search Engine Marketing: (SEM) includes both search engine optimization (SEO) and paid advertising. While SEO relies on your knowledge of Google’s ranking algorithm to optimize content, SEM can involve pay-per-click (PPC) campaigns, display campaigns, or product-specific ad campaigns (think Google Shopping), which allow you to pay for top spots on search engine results pages.
- Email Marketing: is one of the oldest forms of digital marketing,it holds specific value in the world of ecommerce marketing.
The best part about email marketing, it can be automated. Automation means that you can set up a successful drip campaign to subscribers that are segmented by interest or stage in the buyer’s journey and let your email campaign do its magic. It’s one less marketing tactic that you need to worry about on your long list of tasks.
Here are two ways an ecommerce marketer might use email marketing.
Post-Purchase Follow Up: also shows that you care about them beyond a sale and that your company has an interest in their success using your product. It gives you an opportunity to get feedback on their purchase experience, which, in turn, helps you reduce friction for future customers.
The Abandoned Shopping Cart: If a website visitor fails to complete a transaction while they’re in your shopping cart, consider sending a polite email to remind them to complete the checkout process, offer assistance, or recommend other related products to get their mind back on you and their browser back to your ecommerce store.
- Influencer Marketing: It focuses on people or brands that influence your target market. The term is commonly used to denote Instagram accounts. Influencers build communities of people that know, like, and trust them. It is, therefore, easy for them to garner attention around your online product through a recommendation, or “sponsored post.”
- Affiliate Marketing: 81% of brands employ affiliate marketing, and E-commerce sites are particularly good candidates. Affiliates are people or businesses that help sell your product online for a commission.
- Local Marketing: Allows you to double down on the areas where most of your prospects are (if you have a large population of them in one area) and allows you to offer incentives to your potential customer base.
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.
There are countless ecommerce marketing tactics that you can employ to drive visitors to your online store beyond the traditional methods that we reviewed above.