E-commerce marketing: what are the secrets to unlock?
Are you an e-commerce manager and want to learn more about e-commerce marketing and what your competitors are doing?
E-commerce marketing is undoubtedly an integral part of your e-commerce project, having a good strategy is the key to your e-commerce success .
Appvizer in this article answers your questions and explains how to have a good e-commerce strategy!
What is e-commerce marketing and how to have a good marketing strategy?
E-commerce marketing is a method of promoting a company that sells its products or services via the Internet. The objectives of e-commerce marketing are to generate traffic to the online shop, convert visitors into paying customers and retain them after a purchase.
Being a complex tool, e-commerce marketing involves many strategies to achieve these goals. Read on to find out which types of e-commerce marketing are worth using and how to integrate them into your overall marketing strategy.
E-commerce marketing includes various actions that aim to increase profits and return on investment by reducing investments in brand promotion. Some work best to attract new customers, others to retain existing customers or to provoke a purchase. This is the main reason why every online business should try different types of marketing. We have selected the eight most attractive and effective ones.
The starting point: know your market and define your positioning
There are two different ways to analyse your market:
- The first option is to carry out a direct study of your niche.You will then try to gather information by proposing surveys, questionnaires, opinions, forums and discussions, etc.And finally you will analyse the figures obtained.
- The second type of research involves using analyses that have already been carried out previously. On the Internet, there is a lot of data and information already gathered on trends, consumers, etc. This type of analysis is easier and faster to do, but be careful not to fall into the trap! Not all data on the Internet is reliable, so be careful about the sources you use.
Define strategy and objectives
Defining your strategy will prevent you from making mistakes and wasting money and time. You will choose your e-commerce marketing strategy on the basis of the results of the previous market analysis part.
The e-commerce marketing strategy consists of all the activities you will do to make your products known, increase the visibility of your e-commerce, and acquire and retain customers.
If you are just starting out, you should know that implementing a marketing strategy is no small task; you will need time and organisation to avoid wasting money on unnecessary activities.
To avoid wasting time and choose the right channels to carry out your communication, we advise you to establish the marketing funnel, which is the origin of every marketing strategy.
Choose the right e-commerce platform
If you want to create your store on an existing platform, you will first have to think about a platform that sells products that are part of the same market as yours. In addition, you will have to analyse the platform's user-friendliness; it must not be difficult to use and must present a well-organised and intuitive interface.
If your goal is to create your own site, don't just think about your needs at the moment, think about the tools you will need in the long run, which can significantly reduce your expenses and reduce the likelihood of site bugs. At the centre of your goals you should put the user experience on the site, which should be easy and intuitive.
Personalised shopping
The platform should propose similar or complementary items to the product the customer has placed in their shopping cart. In this way, you will be able to remind him of a particular product, but also show him a product that he did not know about and that could be useful to him.
When is e-commerce marketing necessary?
It is always advisable for an e-commerce company to invest in digital marketing, but the amount must be proportional to the turnover generated.E-commerce marketing is essential, however, when in your online business you want to:
- Launch a new website.
- You are about to enter a new market.
- Sales are below expectations.
A few tips for successful e-commerce through digital marketing.
As mentioned above, having a good marketing strategy is not the icing on the cake, but a very important tool that will enable the continuity of your e-commerce project.
Using Google Shopping ads
Google Shopping campaigns are an almost obligatory choice for any e-commerce company. The goal is to appear at the top of Google's search results using a Shopping campaign. This way, you can advertise your products using this technique, which gives you greater visibility than your competitors. Your Shopping ads can include product images, prices, offers and other information to make it easier for customers to add products to their shopping carts.
Turn your likes into sales with Instagram Shopping
Start by creating a business profile on Instagram and upload a product catalogue to Facebook, then tag your products in your feed and stories. This way, users browsing your page will no longer need to navigate to your website to make a purchase; they will be able to click on the product they are interested in in the blink of an eye and will be directly redirected to the corresponding page on your website.
What makes social shopping a marketing tactic is the fact that followers can make their purchases quickly and effortlessly.
Building trust through customer reviews
This is the e-commerce marketing tactic you can use to increase your conversion rate.Through customer reviews you can increase your sales. Customers will be reassured by positive reviews from previous customers.
Promote cross-selling with pop-ups
Another way to improve your digital marketing strategy is to use pop-ups: windows that appear on site visitors' screens to offer them additional offers. You can use pop-ups especially if you want to persuade your potential buyer to make a purchase on your site by proposing an offer or offering them a discount coupon or to convince them to add another product to their shopping cart.
Although pop-ups have a bad reputation, they seem to be extremely effective! Especially when they are used to present people with interesting offers tailored to their needs.
SEO for e-commerce
Doing SEO for e-commerce means exponentially increasing the chance of being found by your target audience. Doing SEO is a real competition with competitors to appear in the first position of search engines.
To develop an effective SEO strategy for an ecommerce site, the first essential step is to research relevant keywords to ensure that your site is ranked in the top results.
By determining the keywords on which you want to rank, you begin the process of optimising your site, structuring your content and pages. Without keywords defined in advance, you will not know what actions to take to optimise your pages or product sheets. Keywords must be taken into account at every stage of the work, from the construction of the URL, to the choice of titles for your pages and categories, to the internal structure of your content. This is why defining relevant keywords for your business in advance, which will ensure you appear in relevant searches, will save you time in designing your site.
Since keyword research is a very important step, we explain below how to structure your research and which criteria to choose in order to focus on the most profitable keywords for your business.
Content marketing for e-commerce
Content marketing is an important element that involves not only pushing the buyer to make a purchase, but also building customer loyalty.
This strategic marketing approach focuses on creating valuable, informative content aimed at disseminating and attracting an audience that brings profit to e-commerce.
Influencer marketing for e-commerce
Influencers are often perceived by users as sincere. However, you need to know how to choose the right influencer. You should not only look at the number of followers he or she has, but also whether his or her content fits with the product you sell. Another element to consider is his or her reputation, as this will allow you to increase the brand awareness of your e-commerce.
E-commerce marketing is undoubtedly the key to keeping your e-commerce alive, increasing your brand awareness and working on customer loyalty.
Happy customers will lead to an increase in your turnover and help increase your brand awareness. What are you waiting for to work on your e-commerce marketing?
Article translated from Italian