What is a Ecommerce Marketing Strategy?
An ecommerce marketing strategy is when you use advertising and other marketing methods to make your online store more popular and get more customers. The process of digital marketing includes creating content that will raise customer awareness, using search engines, social media, and email marketing, as well as optimizing the website to encourage customers to take action. The most effective marketing channels to generate sales for an online store are widely used and require an effective marketing strategy.
Top 8 Ecommerce Marketing strategies
An effective ecommerce operation requires a coordinated approach across multiple channels. This means planning and executing marketing activities on more than one channel. An omni-channel approach is implemented in order to take advantage of the strengths of each individual channel while minimizing its weaknesses. There are some types of advertising that are good for driving conversions, and there are other types that are good for raising customer awareness.
Here is a summary of each marketing channel and how you should include them in your marketing plans.
1. SEO (Search Engine Optimization):
SEO is a long-term marketing strategy used to help increase the amount of organic traffic your site gets. Unpaid, or organic, traffic is the kind of traffic that doesn’t come from paid advertising. Rather than using low-quality content and techniques that are not optimised for search engines, you will use methods that are known to produce high-quality results that rank well on search engine pages. This will help you to get your website more visible to people who are looking for the kind of information or products that you offer. SEO will allow you to drive traffic and revenue without advertising, which will reduce your costs and increase your profit.
With that huge benefit, however, comes a price. If you want to charge that price, you will need to create content that is very high quality and that your target audience will want to read. If your content is not appealing to your customers, they will not return.
2. Pay Per Click (PPC) Advertising:
There is another way to get your website ranking high on the search engine results pages, and that is through pay-per-click advertising. In other words, you pay Google or Bing to put your ad on their search engine results pages. Selecting PPC as a marketing strategy essentially means that you are paying for traffic to be directed to your site, as opposed to earning traffic organically through strategies such as SEO.
In order to run a successful PPC campaign, you’ll need to learn about how Google Adwords – the advertising platform of Google – works. Some of the things that go into effective search engine marketing are planning out which keywords to target, bidding on relevant search terms, optimizing your landing page to create a better user experience, and crafting ad copy that is relevant to what you’re advertising. PPC ads are ads that you pay for, and they typically appear at the top of the page, above the organic results. Using social media platforms to advertise and drive traffic to a website is an effective way to increase website visitors and conversions.
3. Email Marketing:
Email marketing has been shown to be an effective way to reach and engage potential customers, as well as to maintain and increase business with existing customers. You can use automated emails to delegate tasks such as sending a promotional email to 5,000 customers or sending reminder emails about abandoned carts. This can save you a lot of time that would be spent on labor-intensive tasks. Email automation can also be used to keep your customers updated on your latest promotions, product updates, and complementary products to those they have already purchased.
4. Affiliate marketing:
Affiliate marketing involves promoting your product or service on other websites through an affiliate network. An affiliate network is a company that connects affiliate websites with other companies that have affiliate programs. This allows the affiliate website to promote products or services from the other companies on their site, and earn commission for any sales made.
These websites, referred to as affiliates, will promote your products by placing internal links in their content or banners on their web pages. If you partner with them, you will need to pay a commission for every sale that comes from their websites.
If you don’t pour your money into advertising, you’ll have a negative ROI. The advantage of affiliate marketing is that it does not cost you to advertise; you only have to pay a commission when a sale is made. This form of marketing can be used by a large number of affiliates who are advertising a wide variety of products on their websites. Affiliates can help promote your brand and product on a consistent basis, depending on what your brand and product are.
6. Display advertising:
This is advertising that appears in the form of banners, videos, or flashing lights on websites, apps, or social media platforms. The main goal of display advertising is to make people who visit the site more aware of the brand.
The Google Display Network is currently the most popular form of display advertising. Its network consists of over 2 million websites and has the potential to reach up to 90% of the world’s Internet population. The GDN allows you to place your ad on a variety of websites, mobile apps, and videos.
If you’ve ever gone to a website and then seen ads from that website following you around the internet, that’s retargeting. It’s a way to remind someone of a product they’ve shown interest in, in hopes that they’ll come back and buy it. Google and Facebook will store cookies on a visitor’s browser when they drop by your website. After someone visits your website, Google will display ads for your business on other websites that are part of the Google Display Network. Facebook will also show your ads to that person when they are using the Facebook platform.
The audience you are retargeting are users who have already interacted with your brand on the internet. This tactic helps you keep your brand’s name in people’s minds and also gets more people to buy your product.
8. Influencer Marketing:
When making decisions about what to buy online, consumers tend to trust the opinions of others. Many people consult online reviews, peer recommendations, and influencers before making purchasing decisions. People who are popular on social media platforms and have a lot of followers that trust them are called influencers. There are many different types of influencers, each with their own niche. Some examples include fashion influencers, food influencers, fitness influencers, etc.
If you want to connect with micro-influencers who can promote your product, you should reach out to an influencer network. An influencer’s popularity and reliability generally increases with the number of followers they have, allowing them to charge more for endorsement services. After an e-commerce merchant and an influencer agree on a promotion, the merchant will pay the influencer a specified amount of money as a deposit. Once the product is promoted on the influencer’s channel, the merchant will pay the influencer the remaining balance.
Online retail is a cut-throat competitive landscape right now. Getting it right will make your growth soar, but if you don’t meet your customers’ expectations, it will be costly. In addition, these choices must be based on your company’s personnel and financial assets. What are some of the best e-commerce marketing strategies? How can you prioritize your digital investments and growth-hack your business to improved performance and increased ROI results?
E-commerce strategies: Paid, owned, and earned media
Think about the different ways you can earn, own, and pay for digital media to help you make the best decisions for your business.
Increase your organic growth through strategic owned media activity
As long as you have someone on your team with copywriting skills, owning marketing activities that generate organic traffic to your blog or social profiles is very cheap. Giving more time and attention to your owned media will help you expand your audience quickly. Additionally, longer-term strategic keyword research and implementation, content marketing planning and optimization, and aligning your brand positioning with your persona’s behavior and needs can also improve your website.
Businesses need to consider the number of people they reach as well as the quality of those people when deciding how to fill their funnel after the initial reach. Tools such as the Google Adwords planner can add value to your media planning for both paid and organic content. Owning the media allows you to control the message about your brand and who hears it. It is more difficult to be distinguished by organic credentials alone in today’s digital landscape full of clutter.
Why invest in paid media for e-commerce?
Unfortunately, it is no longer easy to organically reach people. To get onto the first page of SERPs is very competitive. The organic visibility of a website is reduced when Google displays snippets and ads. The social media analytics company Locowise has reported unprecedented low levels of organic reach on the largest social media network. Across the Facebook brand accounts it monitored, typical reach figures were:
- 6% average organic reach versus page likes or followers
- 27% average paid reach versus page likes or followers
In other words, ads may help you quickly reach and attract new, high-value customers. Paid media is also a good option for retargeting, which is when you show ads to people who have already interacted with your site or social media, but didn’t buy anything.
What is earned media?
Public relations initiatives like influencer outreach can help create awareness while being more cost effective than advertising. The advantage of earned media is that it can help create social value and trust when done correctly.
earned media today can include but is not limited to: talking to people you know, viral and social media marketing, conversations on social networks, blogs, and other communities.
What makes a good e-commerce landing page?
A landing page is the first page that a visitor sees when they arrive at a website after clicking on an ad or another form of link from a referring site or an offline campaign. The page that the user is sent to after clicking on an ad is often referred to as a landing page. The landing page is typically designed with a single conversion goal in mind, such as collecting a user’s email address or selling a product.
You will often find high-intent customers entering your site on product pages, via long-tail searches, for example, if you are an e-commerce marketer. When visitors arrive deep on the site, it’s important that your landing pages still communicate your key messages for new visitors which would typically be answered on a home page, i.e.
- Who we are?
- How can we help you?
- Where? (If relevant)
- What makes us different?
Strategize your campaign landing pages to boost interaction and conversion
The term “landing page” is often used by companies who use their website for lead generation when discussing pages that are designed to convert visitors into leads.
Oftentimes, digital marketers don’t have an existing web page that would work well for a particular marketing campaign. For example, if they are targeting an audience segment that needs more content, they may have to include different calls to action.
As a marketer, you will need to decide whether to direct the audience to the most appropriate landing page, or create new campaign content that is focused on conversions. It is worth looking at your campaign reach and interaction stats to figure out which stage of the funnel will help convert the most traffic if you want fast growth.
Your page’s content is not the only way to get new customers. Calvin Klein entices visitors to stay on their website by offering a 10% discount via an exit-intent popup.
Understand your customers’ website journeys
It is important for e-commerce companies to interact with their customers on their website in order to get more business. Google Analytics is ‘free’, but the time spent on this platform can quickly add up. Without specific research aims, it can be difficult to pull together any practical findings.
Forward and reverse path analysis is a great technique that can be useful for e-commerce style sites. It can help you understand the customer journey better and see how customers interact with your product. A mid-senior level marketer can use forward and reverse path techniques to find practical insights and actions in about an hour.
What is forward path analysis?
Analyzing how people move forward through a site from key landing pages helps to determine how effective the site is at guiding users to the content they are looking for. This will depend on:
- Visual prominence of ‘calls-to-action’
- Value to users and fit with their ‘top tasks’ indicated by ‘scent trails’
What is reverse path analysis?
A reverse path analysis starts from a particular page on a website and then traces back to the pages that link to it in order to determine where the traffic to that page is coming from. Reversing the path of analysis is most helpful when working backward from a key outcome page, like a lead generation form or checkout page, to see which pages refer the most visits.
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