You may already have an ecommerce store, or perhaps you are considering starting one. The online business model gives an unprecedented way to sell products and services. With ecommerce, you have access to clients all over the world 24 hours a day, seven days a week.
Also, online retail platforms such as Shopify and WooCommerce, make it easy to launch a customized ecommerce store quickly. The barriers to entry are decreasing. Fewer obstacles mean more ecommerce stores and more competition.
The winners in the ecommerce space will not only be the best products but, most certainly, the companies with the most robust ecommerce marketing strategy.
Before we get into the particular strategies, let's define ecommerce marketing.
What is ecommerce marketing?
Ecommerce marketing refers to any activity intended to drive visitors and generate sales for an online store. New client acquisition and repeat purchases are primary elements of marketing ecommerce businesses.
Social media, digital content, search engines, and email marketing are all tools marketers use to bring in new customers and close sales online.
Keep reading for 13 ecommerce marketing tips for time-crunched entrepreneurs, newbies, and really, anyone who wants to boost online sales.
ECOMMERCE MARKETING STRATEGIES
This guide covers suggestions ranging from search engine optimization to creating powerful sales funnels and tactics that convert visitors into customers.
Tip #1: Understand Why Your Customers Buy
Honestly, this marketing tip is so fundamental that it's no surprise it tops the list. Every product and service satisfy some need. It's your job to discover the connection. To be successful in ecommerce marketing, you must identify the link and build your strategy around it.
To learn about your customers' needs, ask yourself some questions. What drives people to purchase a product? As a company, you need to be clear about the answer to this question.
Quality and innovation are starting points, but they mean nothing if you don't know why they need your products.
Please check out this informative article to learn seven basic reasons why customers buy products.
Tip #2: Identify Your Niche
Knowing what needs your business solves segues into identifying your ecommerce niche.
Ecommerce is now easier than ever. It has evolved from serving niche needs to delivering solutions that match every need in the last decade. You can leverage your expertise to create niche ecommerce products such as adventure products, athletic bags, apparel, and novel children's products.
As part of the process of creating an online store, you should tailor it to your individual products and services.
Tip #3: Optimize Your Website for Mobile
When you drive top-of-funnel traffic to your website, you increase your chances of converting visitors into buyers. There are a plethora of options on how to go about it.
One of the most valuable items on a business's list of to-dos is optimizing the website for mobile users. It's vital to keep the site mobile-friendly.
By the end of 2021, more than 67% of people worldwide will have a mobile phone. Also, according to a recent survey, 79% of smartphone users had purchased anything online using their smartphones.
You should remember that Google ranks on a mobile-first basis.
More than two-thirds of all ecommerce transactions take place on mobile devices.
Increased online sales via mobile devices underscore the need of having a mobile optimized website.
Tip #4: Website Design
Ecommerce websites need to have an easy-to-find navigation bar and links. Each call to action needs to be persuasive and ultra visible.
Don't use a wide variety of font or font sizes. The inconsistency will distract from your message and harm the user experience.
Ensure your ecommerce site is easy to read and has a well organized layout. The design needs to draw in visitors and lead them to your goal.
Make your brand come to life by infusing personality into your web pages. Make your website pages, blogs, and social media pages approachable by using funny memes, cheerful graphics, or engaging content. They'll help people relate to your brand or services.
Your website should also be quick to load on mobile browsers. Several factors affect the speed of a website, but slow load times may be a good indicator of other problems. This is particularly true when it comes to responsive design, which can often present the same issues on a desktop computer, tablet, or even a smartphone.
Pro tip: Turn on a tracking pixel to analyze page views and conversions. If you're not currently running analytics, start.
Tip #5: Get Found on Search Engines
An ecommerce website is useless if nobody visits it. Depending on how saturated your product market is will determine where you show up on SERP (Search Engine Results Pages). Finding your website will be easier if you do some research and strategic positioning.
A simple Google search can reveal a lot of valuable data to help you get found on search engines. The first step is to analyze the information, such as:
- Questions people also ask
- Related keywords
- What people also search for
- Trending topics
- Where similar companies rank
You can also use free or low-cost tools like Ahrefs and Moz to find your top keywords. Some software such as SpyFu lets you see your competitor's most valuable keywords and rankings. A good place to start is making a list of competitors' keywords and incorporating these into your website and ads.
Tip #6: Social Media
Social media is another excellent way to market your online store. In fact, social is so effective and profitable ecommerce marketing that it's broken into several sections.
On average, 32 percent more sales are made by online shops with a social media presence than those who don't. (BigCommerce)
On social media, you may reach a broad audience in a matter of seconds. This means that all those digital ads we see on our social feeds are there because they sell billions of products.
In 2021, social commerce sales in the United States will climb by more than 35% to reach $36 billion.
On social media, you may reach a broad audience in a matter of seconds.
Pro tip: link all your social business accounts to your website and your website to your ecommerce social accounts.
Use Social Media Marketing Effectively
While some entrepreneurs avoid social media altogether, many businesses put a lot of effort into utilizing the channel. If you're not sure what to do with social media, a few essential tips to consider are:
- Know how to establish a brand presence so you don't confuse followers.
- Post status updates when it will appeal to your followers.
- Mark each post in a way that will allow them to share it with their networks
Pro tip: You can run A/B testing on social media posts, test different ad designs, and optimize your site for the best search engine ranking.
Tip #7: Build Social Currency
It's important to view social media as an extension of your website and a vital part of your digital footprint.
Also, social media builds social currency, which signifies your social impact and viability as a firm. More specifically, a brand's social currency is its influence on social networks, online and offline communities, and the degree to which others share it.
Keep Social Media Marketing Simple
You don't need to go to the extremes of complex, detailed, and focused social media marketing to draw traffic to your website.
Selling on social media or social commerce" works best when paired with other social media initiatives. Be active and consider social posts, boosted posts, videos, text, photos, contests, competitions, polls, live broadcasts, and more.
The typical ecommerce site posts 4.55 times a week on Facebook. (BigCommerce)
When social commerce originates from engaged and active brands, it has a significantly higher chance of success.
Pro tip: Instagram is one of the best social platforms for ecommerce marketing.
Tip #8: Build Trust
Trust is vital in any relationship, whether it's with your current customer or prospects you're looking to acquire. Building trust with an ecommerce marketing campaign begins with understanding your target audience.
Your job is to create a path of trust with potential prospects to purchasing and customer repurchases.
There are many ways to build trust with your customers, such as through the use of storytelling. By sharing what you're about, you're building trust and providing your customer with more information about you, your product, and your company. They will develop a bond with you, and you can trust that they will do the same.
This is an integral part of your overall marketing strategy. By being true to yourself and your business, you can create a bond with customers.
Another grassroots method to build trust is with brand ambassadors. These mini-marketers promote awareness of your ecommerce products and services by engaging with people in their social networks. Because of this, your online store can leverage their personal ties and confidence to foster trust.
Tip #9: Market with Email
Email marketing is one of the most powerful tools you have to help your business succeed. By regularly sending relevant, personalized, and useful messages to your list, you can help build a relationship with customers that keeps them coming back for more.
Pro tip: Know Your Market
A little research goes a long way when it comes to getting the best results out of your email marketing efforts. People like receiving information that is tailored to their needs.
Study your audience, find out where they spend their time online and start sending emails to their preferred social media pages and blogs.
Tip #10: Provide Multiple Purchase Options
Online shopping is a common practice for many people. In the past, people shopped online to get a different variety of products from stores that may not be near them.
These days, people order everything from groceries to clothes and books online. This convenience has led to a change in consumer behavior because it is easier for them to compare prices and find the best deals while browsing through their favorite products. More than half of customers browse through multiple websites before they make a purchase.
The problem with online shopping is that there are a lot of factors that play a role in purchase decisions, such as shipping cost, shipping time, product availability, return policy, etc. All these need to be considered before making the final decision of whether or not you want to buy something from an online store.
Pro tip: be crystal clear about your purchasing options and ensure they are compelling.
Tip #11: Encourage Sharing of Content Across Channels
When setting up your ecommerce marketing strategy, consider promoting your content across multiple channels. A single piece of content can reach different types of customers depending on the medium they're viewing it in.
Encourage visitors to share your content with friends and acquaintances. This will encourage them to click through and buy your products.
Include Video in Your Marketing Plans
A video can increase clickthrough rate and conversion rate by 70% or more, according to BrightLocal.
Video marketing is a great way to build brand awareness and increase customer engagement. Create a video for your website, social media channels, or send an email to new customers.
Tip #12: Repurpose User Generated Content
Anything that customers create, such as images, videos, or reviews, is referred to as user-generated content (UGC). Unlike most other forms of media, companies nor marketers produce the content.
Good search engine optimization includes the integration of user-generated content such as user reviews and ratings.
Consider implementing a policy of encouraging visitors to share their experiences with your site through social media and blog posts. This technique will result in a significant lift in search engine rankings, which is ideal for ecommerce sites.
User-generated content is incredible for ecommerce marketers on a budget. It expands awareness and reaches new audiences naturally without any work on your part.
When you use UCG, you're taking advantage of the connections and trust your consumers already have. (See tip #8.)
Another budget-friendly aspect of UCG is that it lowers customer acquisition costs. An if this wasn't good enough,
UCG decreases production costs by 52%
Tip #13: Create a Sense of Community Between Customers and the Brand
Are you just sending customers to a digital page to make a purchase? Companies have moved away from this model, and many have shifted to more of a brand community approach. Some also leverage a sense of community between the customers and the brand.
A brand community is a group of customers who have a significant interest in the brand beyond their purchase. Members of the brand's community often join in activities with others who share their values. They feel a strong connection to the brand's core values.
For a business to be successful and last, it needs many customers who value and even admire the brand. The power of your brand's community is so great that it may even take over your ecommerce marketing efforts for you.
Final Advice on Ecommerce Marketing
Although ecommerce is fast-paced and always open, don't try to tackle all these ecommerce marketing tips at once. Pick one or two that you can focus on and track your progress. You can dedicate the new revenue to undertake a few more recommendations.
Best of luck!