Ecommerce Marketing – Essentials to drive more Sales
Without a strategic e-commerce marketing plan, a business’s website will fall in among the thousands of other companies selling similar products for similar prices. Marketing strategies like search engine optimization, pay-per-click marketing, email marketing, and traffic analysis can help an e-commerce website gain – and keep – shoppers.
What is Ecommerce Marketing?
Ecommerce marketing is the act of driving awareness and action toward a business that sells its product or service electronically. Unlike the traditional business undertakes its activity ecommerce marketing takes place all its activity on an electronic media. E-commerce marketing can include practices like:
• Search engine optimization to help a website to rank higher in organic search engine listings
• Affiliation with better-known websites through referral marketing or banner advertising
• Retention of current customers through email marketing
While comparing with normal brick and mortar store there are many similarities as well as pros and cons with respect to the Online Store. They have their own unique set of opportunities and challenges. A holistic ecommerce marketing strategy is made up of marketing tactics both on and off your website. A sound marketing strategy can help you build brand awareness, drive customer loyalty, and ultimately increase online sales.
Every online store wants to increase traffic and conversions. That’s why Online Stores put together an overview of effective marketing tactics and ecommerce tools along with ideas to help them implement each approach.
Ecommerce marketing can use social media, digital content, search engines, and email campaigns to attract visitors and facilitate purchases online. However before deep diving into the strategies to drive more sale for your online store first we need to understand the types of Ecommerce marketing.
Peripherals of Ecommerce Marketing
The ecommerce marketing which can be used by the online store is bifurcated as follows;
1.Social Media Marketing -
Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.
The prominent social media platforms are Facebook, Instagram, Snapchat, Linkedin, Pinterest etc. There are also a range of social media management tools that help businesses to get the most out of the social media platforms.
2.Content Marketing –
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. When you hear "content marketing" you might think of blogging and video marketing — content that is meant to improve your website's ranking in search engines and answer questions related to your industry.
In a nutshell, marketing is impossible without great content. Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing.
3.Search Engine Marketing –
Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.
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.
4.Email Marketing –
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales. Email marketing is one of the oldest forms of digital marketing, and believe it or not, it holds specific value in the world of ecommerce marketing.
5.Influencer Marketing –
Influencer Marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. The main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers. Influencer marketing involves a brand collaborating with an online influencer to market one of its products or services. 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.”
Ecommerce Marketing Strategies
There are countless way an online store can use marketing tactics. Let’s discuss some of them;
1.Use of Customization –
According to a consumer survey report, Companies that use personalization are seeing revenue increases ranging from 6-10%. The customization of services according to customer relevancy always works in favor of the online business. Customization is finding ways to cater to individuals within the marketing materials that you already have; it is tailoring your outputs to reflect the unique needs of your consumer.
2.User Generated Content –
User generated content preferably known as UGC is about finding ways for your customers to promote and share your business.
For Example : Coca-Cola did an amazing job of this with their “Share a Coke” campaign by creating customized Coke bottles with people’s names, which naturally was shared across social media platforms.
3.Implement a User-Friendly website design-
No matter which aspect of your ecommerce strategy you're working on, it should include a User-Friendly design. Your ecommerce marketing tactics will be viewable and easily accessible via any device (e.g. laptop, smartphone, iPad or tablet).