When was the last time you sold to your satisfaction? Do you know you are yet to have your best customers?
Ecommerce marketing strategy is now a necessity if you want to succeed in business. Ignore it at your own risk.
There are no other reasons it’s important than we spend more time now with phones than ever in history.
And as the saying goes, “You throw the net where the fishes are”. eCommerce marketing is the net and your potential customers are the fishes.
When you started business, you took pride in your first sales. Then the 10th sales, 100th sales and it goes on.
But as time goes on, you want more than you are getting. You understood growth is a must if you must succeed in business.
But then you procrastinated. What was your excuse?
- I don’t have enough money (No one does)
- I am too occupied (Everyone is)
- I am not a tech (Hire someone)
- The last person I worked with did a poor job (Hire Another)
- I will do it later when I am ready (Another procrastination)
…and now you are back.
Your worst mistake will be to put on hold what brings in your customers.
Do you know the Newton’s first law?
It states that an object remains at a state of rest or in uniform motion unless acted upon by an external force.
Your business is the object. Ecommerce marketing is the external force you need to be a success.
Unless it acts upon your business, it remains at a state of rest (no sales) or in uniform motion (mediocre sales).
When you work with the right ecommerce specialist, you can have more sales while doing less in a quick time.
By the time you finish reading, you would have understood;
- The correct definition of ecommerce marketing
- Why ecommerce marketing is essential to your business.
- The seven most important types of ecommerce marketing you need.
- Answers to common questions on ecommerce marketing
So, let’s begin…
What is Marketing?
Why would you prefer an Apple iPhone to Tecno phones? Why would you choose Ferari over Toyota?
Could it be that these brands magnify your personality? Or they boost your professional status?
Marketing is the act of positioning as the solution to your target consumers’ needs. It’s an act of satisfying their desires using stories and strategy that resonate with them.
Marketing has a great impact on the choices we make. It influences our perception about products or brands.
Years back, marketing was only possible via billboards, flyers and maybe one-on-one presentations.
As technology involves, we welcomed the invention of electronics devices – Radios, TVs and more, which made marketing more easy.
In year 2000, we began the journey to the future – creation of the internet. And this leads to what we popularly know as digital marketing, which gives birth to ecommerce marketing.
What is eCommerce Marketing?
ECommerce marketing is promoting your products to reach more specific customers on the internet. You do this promotion on digital devices – smart phones, tablets, or laptops.
The goal is to influence people to perform an action. This action could be to purchase your products, fill a form, engage with your post and more.
Product promotion is marketing. When you do it on the web, it’s now ecommerce marketing.
I will interchange eCommerce marketing and digital marketing throughout this post. They mean the same.
The Importance and Benefits of Ecommerce Marketing
As the internet becomes part of our daily lives, we see reasons for ecommerce marketing.
I don’t want you to gamble with your business. Don’t settle for less. Investment in ecommerce marketing is beneficial than you ever imagine.
- Ecommerce Marketing Brings You Closer to Potential Customers
Wouldn’t you be happy if you can get your products to people who need them? Don’t you enjoy having lots of customers order your products per day?
People go online to check the price of products and compare. Most persons today depend on the web to make a purchase.
With the right ecommerce marketing strategy, it is now easy to sell from the comfort of your room.
And so it’s essential you optimize your website to appear on the front pages of search engines.
- Ecommerce Marketing Gives You Exact Report in Real Time
It’s risky to live on speculations. You can’t be a success in ecommerce business if all you do is make assumptions.
Until you know what works, and what doesn’t, you wouldn’t know where you are lacking. Your ability to track your success allows you to make plans and get more with your budget.
While traditional marketing delays your results; ecommerce marketing shows you as it is happening.
It takes away the guesswork and allows you to measure your progress in actual time.
Don’t limit yourself to the marketing. You can do best with ecommerce marketing.
- Ecommerce Marketing Gives You High Returns on Investment
We see people visit a physical shop, skim the products, and leave without buying. Some may come back, but very few.
If customers don’t make purchase, you are losing money. The goal is to sell, sell and sell.
With ecommerce marketing, you can re-target customers who once visited your online store. You can cross-sell, up-sell and repeat sales to your existing customers.
Also, you can recommend products based on customers’ past purchases or browsing behavior.
Ecommerce marketing is far more profitable (over 3 times) than traditional marketing when you get it right.
- Ecommerce Marketing Improves your Relationship with Customers
Another importance and benefits of ecommerce marketing is that it enhances your relationship with customers.
Can you mount a banner and wait on the spot to answer questions from people who might be interested?
With ecommerce marketing, you can relate better with both your new and existing customers. They can suggest features they want in your products.
It’s common for customers to want to make an enquiry after purchase. Now you can respond quick to their request.
Also, ecommerce marketing allows verified buyer to leave review about their purchase on your site and other networks.
- Ecommerce Marketing Speed Up Your Business Growth
Years back, you either grow big or go home. It’s a different story today.
Ecommerce marketing levels the playing field for you and the big brands. Now you can attract customers and get your own sales share.
You can grow to be a king in your niche, choosing your strategy wisely. No more pressure but pleasure.
Also, it’s important to build a positive name for your business. Ecommerce marketing can help you build this reputation.
Types of eCommerce Marketing Strategies
It is better to focus on the needful than try to do all. I explain here the ecommerce marketing types you need most to become a success. They are:
1. Website Designing
Do you know we associate ecommerce brands with their website?
When I mention Amazon, what comes to your mind first? It’s Amazon.com. Your ecommerce website communicates your brand.
Having a well-optimised website is your first step to ecommerce success. And this made possible via website designing.
A website connects every of your ecommerce marketing strategy. Your website conveys your message and showcase your offers.
Have nothing to do with a website that is slow-loading, looks bad on the phone, colours mismatch, and more.
Also, avoid building your business on a third-party website. The risk is not worth it.
Having your own website is vital to succeeding on the web. And so your investment on an outstanding web designer can never be too much.
2. SEO (Search Engine Optimisation)
Search Engine Optimization is one lifeline of ecommerce marketing. You even need it more if your ecommerce website is niche focused. You sell certain product to specific people.
SEO is the practice of your online store appearing on the first page of the search engine. It is ranking your products to get to more persons.
Google, Bing, and Yahoo are the major search engines. And trust me, you need strategic SEO marketing to receive free traffic (rank high) on these sites.
Keywords plays major role in ranking. It’s the search terms people use when searching on Google.
Let’s take this example:
If you search, “ Types of eCommerce Marketing” on Google. The keyword in your search terms is eCommerce Marketing.
Note: SEO is not a quick fix. You must be patient to see results. Ask your SEO consultant.
3. PPC (Pay Per Click)
Pay Per Click is a paid form of advertising. It’s a way of accelerating your product’s visibility on search engines.
As the name implies, you only pay when someone clicks on your website. It’s better than when you pay for views.
Two questions determine how much you will pay for an ad. They are;
- What is the score quality of your ecommerce website?
- How competitive is the keyword you want to run ads for?
You use tools like Google AdWords, to find keywords you want to rank your products for. It’s the most accurate among all other PPC tools.
You may choose the location (city, country, continent, worldwide) you want to promote your products to.
Here is my personal advice, only use PPC to sell your products and not to rank your website. Why?
It’s a short-term form of ecommerce marketing – your ad will stop once pay is over.
4. SMM (Social Media Marketing)
Social media marketing is the use of social media sites to promote your products or services. These social sites include but not limited to Facebook, Twitter, and Instagram.
You don’t have to market your products on all social media platforms. For physical products, I recommend maximizing Facebook and Instagram.
Every platform has certain information (age, location, gender, etc) about its users. Use this data to target your ads to people who have shown previous interest in similar products.
Pay attention to what your target audience discuss on social media so you know what their fears and needs are.
5. Content Marketing
Content marketing is the act of creating and sharing your content with the aim to increase post engagement. The goal could be to get more shares, likes, or comments.
In ecommerce marketing, content writing (copywriting) is king. Spend more time in crafting a message that connects with your audience.
Content writing fulfills one or more of the purposes;
- To inform,
- To describe,
- To educate or
- To engage.
The good thing about ecommerce site is you don’t need lot’s of content compared to an information blogger. Your contention writing is in your product’s description.
Take your time to include every detail about your products. It cannot be too long. It can only be too boring.
Your content can tell if you know our products well. It also helps in search engine ranking.
Are your products better than your competitors? Write a comparison post informing what makes yours better.
Note: You don’t have to diminish others’ products, you only have to amplify your unique features over theirs.
Take your time to write. If you cannot, hire someone to do it.
Content marketing is beyond writing. It could also be a video, audio, or images.
ECommerce products do well with images and most especially videos. You need videos to excel faster.
Do a recording showcasing your new arrivals. Do a video explaining how to use your products.
If you want to build a long-term ecommerce business, include video in your content marketing.
That’s because people feel closer to you when they see and hear you speak than writing.
6. Email Marketing
Email marketing involves sending informations, featured products and offers to your email subscribers.
It is also a wonderful way of reaching out to your customers, be it for new products or discount offers.
As an ecommerce store owner, you don’t struggle to get customers’ mail. It is a requirement before a buyer can make payment.
You will lose customers if you spam their inbox. To spam means to send unsolicited emails to someone not on your email list.
For this reason, I don’t encourage buying email list and sending to them with hopes they would buy.
Email marketing will increase your revenue and help you avoid shopping cart abandonment. The case where a customers input his email but didn’t complete the purchase.
With email marketing, you can send an automated email to them after 24 hours and after three days to re-engage them in buying.
Build your email list and develop your relationship with your customers. It is a powerful weapon you have.
7. Affiliate Marketing
Affiliate marketing is selling a third party ecommerce products to your audience. It’s the commission based business model.
Influencers and bloggers make money recommending other people’s products. You can have them recommend your products too.
You can sell more without paying for ads if you will maximize the power of affiliate marketing.
I believe a product recommendation from a trusted person is stronger and sells more than ads. And so use affiliate marketing as part of your ecommerce marketing strategy.
You need to decide the percentage you want to give out to marketers. Though anything 50% and above is the best.
Affiliate marketers will use your brand name out there when promoting. So make sure you define your terms and conditions.
Frequently Asked Questions on eCommerce Marketing
How can I promote/market my ecommerce business in my community?
Focus more on local search engine optimization (SEO) when marketing in your community. Doing this, you can target local audience who needs your products. Also, you will rank your products high on search engines.
Expand the reach of your business by selling on multiple channels, like Amazon, eBay, and more.
Also, I encourage you to use PPC advertising. PPC stands for pay-per-click, a type of marketing where you pay for every click that your ad receives.
What are the types of ecommerce marketing?
I have listed them in no particular order:
- Web Designing
- Social Media Marketing
- Content Marketing
- Email Marketing
- Affiliate Marketing
- Pay-Per-Click Advertising
- Search Engine Optimisation
What is the difference between ecommerce and digital marketing?
Digital marketing is a broader type of marketing. It includes all forms of marketing carried out on the internet.
ECommerce or electronic commerce means buying or selling of products or services through electronic devices such as smart phones, tablets, laptops, ATMs POS and others. It is an exchange of money without physical transactions.
Ecommerce marketing is specific to online stores. It promises huge customer reach compared to random marketing.
How much does ecommerce marketing cost?
With so many options to consider when budgeting for ecommerce marketing, it can be a bit confusing.
Online marketing is an absolute must for eCommerce. However, balancing the right platforms and navigating the proper budgets can seem a little confusing sometimes.
The rule is to spend less than your revenue.
How do I advertise my ecommerce business?
- Have an ecommerce marketing strategy
- Spread your products on social media
- Reach out to influencers
- Write quality product content.
- Run pay per click ads
- List your products on popular marketplaces
- Optimize your website for search engine optimization
What are the importance of digital marketing in ecommerce?
- Market your products to millions of consumers in a quick time.
- Strategize and stay ahead of your competitors, leveraging on the web.
- Targeted specific audience with specific products using an existing pool of data.
- Record extensive amount of consumers’ request leading to huge revenues.
- Understand better the needs of your audience and how you can best serve them.
- Save your time, energy, and resources unlike traditional method of marketing.
Whatever you sell, you can use ecommerce marketing to drive more people to your website. Then convert these visitors to paying customers.
Having a well-planned ecommerce marketing strategy is of significant benefits to your business.