How to excel at eCommerce Marketing (includes free checklist)
Creating your e-commerce business and understanding how to start an e-commerce business is just the beginning. In fact, understanding the methods involved is also just the start because once you move on from these stages, you are going to know exactly what route you are taking into the world of e-commerce.
Therefore, you are now at the point where you need to consider marketing your business. There are many reasons why you need to do this but if you want to create a buzz around your business then you are going to need to understand how to increase e-commerce website traffic.
If you fail to market in the right way then your business will struggle to push itself to the front of the crowd and get noticed, so you need to get more views on your products.
To achieve this, you will need to set SMART goals and adopt an approach that hits the right spot and gets your business noticed.
Matt Cutts, formerly of Google helped coin the phrase “Content is King” If you are wondering what content marketing is all about, it’s using educational, insightful and inspirational information that provides your customers with something that is useful to them. This is a strategic marketing approach that can come in many forms such as email campaigns, blogs, targeted offers or promotions and even killer product descriptions! The aim is to create valuable content that is designed to attract a defined audience, also known as your buyer persona, engage this persona in learning more about your products and finally empowering them to confidently make that all important purchase.
Search Engine Optimisation (SEO) often falls under content marketing as this involves creating content that is recognised and valued by search engines as being quality content that solves the problems which it’s searchers have. The benefit of providing solutions to searchers problems will mean that your e-commerce site will rank highly with search engines which makes it more likely to be found by your relevant audience.
Please note that there are other more technical factors which go into effective SEO, and if you have any doubt as to how effective your content marketing or SEO is, reach out for a free website review.
Social media is massive, and users spend an average of 2 of their waking hours on various social media channels. It’s used by billions of people around the world, creating the perfect platform to be where your customers spend their time online and a fantastic advertising medium for getting your eCommerce website noticed.
Here you can create specific business accounts, attract valuable followers to which you can then share product information, new lines, special offers, discount codes and vouchers as well as post information that relates to your product or services. You also have the ability to interact with your audience and provide pre-purchase or even aftermarket support, which as a marketing tool is very valuable.
PPC Digital Advertising
Pay per click digital advertising, when done right, is a sure-fire way to market your e-commerce business but caution should be exercised that you’ve correctly identified your buyer persona and are solving real and relevant problems for your customers.
There are many forms of digital advertising available, making it possible for you to create a bespoke strategy that is tailored to your business and your targeted audience. This could include adverts on social media or banners on websites, affiliate programmes and even video ads as well as Google Shopping which obviously has a huge reach.
When promoting your business via digital advertising, if you get it right then it can be like turning on the tap for your sales website driving exactly the right type of visitor to your products at exactly the right time for them to purchase.
Word of Mouth
Word of mouth is still the best form of advertising for any business, and people will trust their friend’s recommendation over your digital media each and every time. What’s also quite remarkable is that people will trust complete strangers over your digital media, that’s not word of mouth, it’s ‘world’ of mouth!
Social media is where many people are comfortable in sharing their experiences, and you can kick start the conversations by encouraging your friends and family to spread the news about your e-commerce business, not only by word of mouth but also via social media. A few likes here and a few shares can go a long way to attracting new customers.
Reviews on your website are a must, and sites like Amazon have measured the impact of reviews, noticing that their website visitors often scroll straight to the reviews section before checking out the vendor’s product description. In addition, products with 0 reviews often struggle to get sales, whereas, even achieving as little as 10 reviews can massively increase the rate of sales. By leveraging reviews on your website you are making use of one of the most powerful impulse factors, Keeping up with the Jones’s.
Inbound Marketing for eCommerce
Inbound Marketing is a crucial aspect of running a hyper-successful eCommerce business, taking a more holistic approach than simple content marketing alone. Inbound marketing, in a nutshell, focuses on the principles of attracting the right customers into your conversion funnel, engaging them with useful conversational information and finally delighting them with intuitive growth-driven website design and powerful lead generation calls-to-action.
Throw in email marketing and a solid social media strategy and you’ve got a dynamite mix of content which can effectively turn strangers into customers.
Get your free checklist: Build your custom eCommerce inbound marketing strategy that actually works!
Go forth and market
Marketing your online store will give your business the best chance possible the survive in a competitive world. All of the above methods are valuable to your business and you should try to use as many as possible to put your business out there and give it the best chance of finding the right people, at the right time.
Take accurate stock of your resources both time and money, and aim at carrying out the above strategies to the best of your ability, however, if you find yourself time-starved you should consider the use of a full-service eCommerce digital marketing agency to fill in the gaps and supercharge your eCommerce business growth.