What is ecommerce marketing?
Setting up your e-commerce marketing strategy and generating traffic is so much easier said than done. We explain all.
E-commerce marketing is more popular than ever, with a huge percentage of the population now looking to the internet to make their purchases. And, it’s simple to see why. Online shopping is quick and convenient, with prices often being more competitive. Similarly, purchasing online, rather than through a physical retailer, allows shoppers to search a variety of websites for the best price, while also offering a larger range of products.
When it comes down to it, ecommerce marketing is all about driving traffic to your website and optimising the user experience in order to convert more customers. Both of these act as the backbone of a strong ecommerce marketing strategy.
As one of the fastest growing industries, brands must be at the top of their marketing game if they want to succeed online.
So, what is ecommerce marketing?
E-commerce marketing is the promotion of an e-commerce, or online shopping, website. Marketing techniques aim to guide shoppers to the site while persuading them to purchase products or services.
How do I best promote my ecommerce business?
Strategise, strategise, strategise!
Like all good marketing campaigns, strategy is the key to success. Whether you’re just starting out, or have an established business, you can’t just expect traffic to land in your lap. Instead, ecommerce marketing is all about closely aligning your business’ goals, strategies and techniques to achieve traffic growth that results in sales. Sounds simple right?
Let’s start with your goals. What are you hoping to achieve? Your marketing goals are usually centred around one main idea, whether that’s increasing traffic, improving revenue or engaging with customers. Before you begin your campaign, it’s crucial that you set these goals out clearly so that you can make sure all your marketing efforts are directly related to reaching these objectives.
Where a goal determines what you’re hoping to achieve, your strategy gives your goals a pathway to follow. These are the steps you need to take in order to reach these goals. For example, if you’re aiming to increase sales, you may use the following techniques:
- Offering promotions or deals
- Building authority in your market
- Growing your email list to attract new and returning customers
Similarly, once you’ve set out your goals and strategy, you need to implement specific techniques in order to execute this strategy. This is where tactics come in:
Define your target audience
Without knowing who you’re selling to, it’s impossible to know where to focus your marketing efforts. Hone in on who your ideal customer is. Where do they shop? What are their browsing habits? How do they like to view content? Your defined target market needs to be as specific as you can make it. It’s much easier than it looks, too – all you need to do is find an angle to entice your customers. Consider age, gender and location as well as hobbies, preferences and personal goals.
can make a difference.
Responsive e-commerce website design
A responsive e-commerce site is a must in today’s digital world. With so many people browsing from mobiles and tablets, as well as the more traditional laptops and desktop PCs, if you want to attract the broadest audience possible, you need to fully optimise your site.
Develop a strong keyword strategy
Determining the right keywords, both for your business and what your customers are searching for, can help you to position yourself in your competitive landscape. Think about which product keywords you want to focus on – what is it that your business is looking to sell the most of? What are you known for?
Using tools such as Ahrefs can help marketers to decide which keywords to use. These tools will generally show you search volume, keyword difficulty and topics, along with relative search terms, and will show you those that generate high-quality traffic. Our top tip is to make a list of the best keywords, and then, for each product, or range of products, that you sell, consider all the keywords it might rank for. Instead of focusing on ranking for ultra-competitive high-volume terms, try honing in on specific product and category pages to target those less competitive terms.
Deciding on keywords, however, won’t automatically drive traffic to your site. Instead, brands should then use these keywords to generate topic ideas that you know will result in shares and links. These topics can then be written about on a company blog, or through sponsored or guest posts on relevant sites.
Take advantage of social media
If you’re looking to get ahead of your competition, social media marketing is an integral part of any good ecommerce marketing strategy. Social media is all about socialising, rather than shopping. However, brands can utilise social media by integrating it into an e-commerce site. Essentially, the best way to take advantage of social channels is by using it to enhance your customer’s shopping experience and to connect with your audience. Our top tips:
- Optimise your website for social sharing by including social network buttons on every page.
- Define your target audience, and then choose the social media networks that are the most relevant.
- Create a strong content calendar that includes a range of promotional material, industry and local news along with customer interaction.
Create a winning SEO plan
When it comes to ranking your ecommerce site above your competitors, you need a great SEO strategy in order to see success. Without one, you’ll be losing out on those all-important impressions, clicks and sales.
- Do your research – Once you’ve identified your keywords, take a look at your competitors and see what they’re doing, how they’re utilising their online presence and what works on their sites.
- Identify site issues or errors – From site speed to crawling issues, duplicate content to redirects, any crucial onsite errors will hinder your SEO efforts, while also harming overall usability. Site speed, for example, can have a huge impact on conversion rates and any issues should be dealt with immediately.
- Optimise your titles – So many businesses ignore the importance of onsite optimisation, such as meta titles, when building an e-commerce website. An ecommerce marketing strategy needs to address any issues that can have an impact on both SEO and usability. From ensuring the overall site structure is easy to use and navigate, to optimising your site for mobile and tablet devices and utilising customer reviews to improve brand trust and authority, there’s so much that can be done in order to ensure those number one rankings.
- Integrate with your social channels – It’s no secret that your customers want to get in contact with you, whether that’s by telephone, email or, more commonly, your social media profiles. Similarly, not only do social signals help to prove to Google that you’re a reputable business, but will also allow your customers to easily engage with your business, and share valuable posts and information to their own timelines. It’s free marketing at it’s very best!
What if I need e-commerce marketing help?
If you’re looking for e-commerce marketing help, but aren’t sure where to begin, we’ve got you covered. Bigfoot Digital is an industry-leading digital marketing agency who has a broad knowledge when it comes to all things digital. From helping you to create a winning e-commerce website to optimising your content and managing your social media accounts, we can help you to grow your business into one you’re truly proud of. Why not contact us today to find out more about how we can help your business to succeed? Call us on 01226 720755 or send an email to email@example.com and a member of our team will be able to help!