How to market your eCommerce store
You’ve already seen that eCommerce is a growing industry, and you know how to build your eCommerce store. eCommerce marketing, however, is a different hurdle to tackle.
All of your products are uploaded on your website, and you’ve set up your payment portal and domain name. You’re almost ready to capture the growing audience of internet shoppers. However, a vital element to your business’ success has yet to be determined.
How can you use eCommerce marketing to stand out amongst your competitors and reach your audience? This article will discuss the best ways to advertise in the eCommerce space for new and established businesses.
What is eCommerce marketing?
eCommerce marketing is distinct from traditional marketing methods. It seeks to drive more traffic to your online store, with the goal of generating and retaining customers.
You can use eCommerce marketing for specific promotions or general brand awareness. You might need a particular approach, depending on what you’re trying to promote. We think you should align your marketing with your broader sales goals.
It’s essential to keep in mind that tracking your analytics helps all of the marketing strategies mentioned. Through analytics, you can gain invaluable data about what customers are engaging with.
Content Marketing for eCommerce
Content marketing is a growing field, as it can improve customer loyalty and sales. It can include things like images, blog posts, articles, podcasts, social media posts, videos, emails, infographics and more.
One of the benefits of unique content is that it gains positive customer interaction and promotes conversation around your brand. At the same time, it’s still promoting new information to your audience.
Content marketing is also beneficial for improving SEO rankings. You might want to feature your blog on your online store or create guides to help customers use your product. If well-executed, content marketing can be compelling in connecting with customers and establishing a unique voice for your eCommerce store.
An easy way to start content marketing is to brainstorm a few ideas that relate to your business. You can also visit competitors’ stores to get a feel for the kind of content your customers enjoy. Ideally, map out a content calendar to plan your content ahead of time to consistently engage with your audience.
Social Media for eCommerce Marketing
We’re talking Facebook, Instagram, LinkedIn and more! Social Media Marketing is experiencing a boom, and for a good reason. Social Media channels are widespread platforms where you can advertise your store.
Instagram alone has over 500 million daily users. It is the preferred platform for connecting consumers and influencers with specific brands.
This form of marketing allows you to take a personal approach to generate user engagement with your brand. You can also boost website traffic, and develop new sales this way.
It’s always a good idea to advertise yourself in as many places as possible. This is especially true for eCommerce marketing as there are several different internet channels to consider.
Multichannel marketing
Multichannel marketing includes placing yourself on social media and marketplaces such as Amazon, eBay, Gumtree and Etsy, to name a few.
These channels are a good idea because they generate substantial traffic. Each channel has a unique set of visitors, so it’s a good idea to determine what you’ll post to each channel. You’ll gain increased visibility and brand awareness, which can ultimately lead to increased customer conversions.
ShoppingFeeder can help you set up on many different sales channels in a matter of minute, so try it out today for your online store.
Email Marketing
If you’re looking for a powerful way to send unique messages to many customers at once, look no further than email marketing.
The key to avoiding yet another deleted email is to personalise emails as much as possible. Your email campaigns can include new promotions. However, it should also include helpful and informative content. For example, remember to include your pricing and shipping details if you’re having a sale on a specific delivery item.
Some helpful information to add to your emails includes upcoming events related to your business or broader industry and any news or updates in the company that you want to share.
Search Engine Optimisation (SEO)
SEO is an abbreviated word for Search Engine Optimisation and describes exactly that. An eCommerce store needs to ensure that its search rankings are performing well, as most customers do not have the time to click through multiple Google pages to find a product.
To rank highly, you’ll need to update your website with relevant and high-quality content constantly. Your website should have a positive user experience and should contain minimal errors.
You should include keywords in your product titles and descriptions and popular keywords in blog posts or other resources. SEO is crucial for improving traffic to your store and should be included in conjunction with any marketing plan.
Pay-per-click (PPC)
PPC is an abbreviation for pay-per-click marketing and describes a form of online advertising where an advertiser will pay when potential customers click on ads that redirect them to a website. You can think of it as paying for traffic rather than growing traffic organically through search results or content marketing.
PPC is a valuable method for increasing conversions as more people will visit your website, but it can be more costly than organic growth. Customers must convert when they are redirected to your website.
PPC is quite complicated for a beginner and can benefit from expert knowledge. Typically, a successful PPC ad will contain:
- Appropriate keywords and keyword grouping.
- A good landing page design.
- Excellent copy that promotes traffic.
Successful PPC campaigns can assist your eCommerce store ranking higher on search engine pages, so it’s certainly a powerful strategy that will require effort to execute well.
Influencer Marketing
Depending on your industry, it might help leverage well-known people and existing brands to increase traffic and brand awareness for your eCommerce store.
Influencer marketing is increasingly popular and includes partnering with social media influencers who have significant followings. Influencers are generally established as trustworthy by their audience.
Their involvement may take product reviews and free product given to influencers, but paying for a review or social media post is usually preferred.
Before partnering with an influencer, you should check their content’s quality to ensure their audience lines up with your target demographic. Ideally, perform some extra checks for follower authenticity against fake accounts. Influencer agencies can help partner your business with specific influencers.
Influencers are popular because their content is relatable to their audience and is often true to their values and beliefs.
Upselling and cross-promotion
Upselling refers to convincing a customer to purchase a slightly more premium product than before. Sometimes, the sales value of doing this can be higher than acquiring a new customer – mainly if your business offers multiple versions of the same product.
Customers must be aware of all your available offerings. They may benefit from a premium product that better fits their needs without knowing about it.
You’ve probably noticed recommendations on other eCommerce stores based on what you’ve browsed.
This process is called cross-promotion and can include accessories for products or products from the same broader category. It can help capture customer interest and is a good data point to look at in your analytics report.
Conclusion
In conclusion, there are many different avenues to consider when putting together an eCommerce marketing strategy for your business.
It would help if you considered utilising SEO and using analytics and insights in combination with any other marketing strategy to make sure that your customers find your website.
Other options to consider include content marketing, social media and multichannel marketing, email campaign marketing, upselling and cross-promotion, pay-per-click and influencer marketing.
