Whether your company is just getting started or has a sizable customer base, it’s critical to keep up with the latest eCommerce digital marketing trends and tactics.
Building and establishing an eCommerce website is a significant accomplishment for your company. As a result, investing in a good website structure and eCommerce marketing plan is critical.
E-commerce will continue to expand, as will the number of ways to market and increase your audience and client base. In order to grow alongside it, your business must focus on E-commerce marketing.
E-commerce digital marketing is any marketing effort you do to promote your online store and generate sales.
It applies to both acquiring new customers and convincing existing customers to shop again (customer retention).
Why eCommerce Marketing is Different
Though you may have discovered what works for your company in terms of digital marketing, the method that was effective two years ago, or even three months ago, is unlikely to be as effective now.
The digital world is always shifting, especially for e-commerce businesses, and potential customers are discovering new brands in new ways all the time.
That’s why investing in digital marketing — or online promotional methods to increase traffic and sales to your website — is one of the best ways to boost sales.
Some digital marketing strategies include paid advertising, on-page SEO content creation, and email marketing efforts, among other things.
Because digital marketing is such a vast subject, it can be difficult for new eCommerce businesses to know where to begin. But we’re here to help you dive in.
Elements of a Successful eCommerce Marketing Strategy
While there are no one-size-fits-all techniques to market your eCommerce business or online store, keeping expenses low while boosting impact is the key to an efficient digital strategy. You want to attract users to your website and convert them into paying customers.
The goal of your digital marketing campaigns should be to work together to enhance the customer experience in your eCommerce business. This is where omnichannel marketing comes into play.
Omnichannel marketing is a cohesive eCommerce marketing strategy consisting of different messages tailored to several different platforms.
Rather than platforms working in isolation, an omnichannel allows for a successful eCommerce marketing strategy where all platforms are working together to produce the best results.
The idea is to deliver an integrated shopping experience for your consumers and leads that are consistent across several channels.
As clients progress through the funnel and the customer buying process, this customer-centric style of marketing integrates many distinct components such as branding, messaging, online, and offline touchpoints to help drive customers to your eCommerce store.
If your goal is to make shopping as simple as possible for individuals across all platforms, implementing omnichannel marketing efforts could lead to great success for your overall eCommerce marketing strategy.
Omnichannel marketing also aids in the development of a more consistent brand approach across many platforms. You’ll use a variety of channels, but you’ll focus on providing a consistent experience across all of them.
This will increase brand awareness and make it simple to recognize your brand no matter what platform your customer is using.
Below, we will get into all the elements needed to create a successful digital marketing strategy for your business.
Technical SEO for Every. Single. Page.
Technical SEO optimization is one of the most effective digital marketing tactics for an eCommerce website. By properly designing your site, you can increase its search engine value in a variety of ways.
Starting with the best eCommerce platform for SEO, creating SEO for product pages, and conducting SEO audits are just a few of the options your team of digital marketers can start with.
These can help search engines comprehend what you sell and allow you to rank higher for related keywords.
Making sure an eCommerce website is optimized for search engines is one of the most crucial and time-consuming strategies for improving it.
With today’s SEO criteria, it’s more vital than ever to ensure your website is updated with relevant material on a regular basis, provides a positive user experience, and is error-free.
This means adding technical SEO for all pages, including your blog, product pages, about page, FAQs, and everything else on your site!
Your website’s content should be rich, trustworthy, and provide the public with information that is both useful and relevant to their needs.
If you own an eCommerce business that sells athletic clothing, for example, it’s a good idea to provide thorough product information and potentially even host areas of your website with a lot of content about working out, sweat-proof fabric, or similar themes.
When customers are searching for something specific, including keywords in your content in a legitimate way can indicate your website as a matching result in search engines.
Search engine optimization is one of the most cost-effective and high-return digital marketing tactics available.
Value-Driven Content Marketing
Anyone can write a blog and throw it out on the internet. You want yours to create value, not only to your customers but also to search engines. You want your business to be at the top of the search engine results page.
For years, writing digital content has been a useful eCommerce marketing tactic. That still holds true today, with search engines favoring websites with well-written, easy-to-read material.
This is a simple area to invest your time and money in order to increase the number of visits to your website. It can also promote you as an expert in your subject and inform your consumers that they can turn to your website for answers to their questions.
When considering what content to write for your eCommerce business, don’t only think about your product or service; consider how it helps purchasers with other aspects of their lives, and consider writing about those as well.
The home page, category pages, product pages, and other pages on your website are examples of content.
To align what your readers want to know from you with what Google wants to see from you, conduct keyword research and audience research to find the most optimal keywords to include in your content.
In a manner that no other marketing approach can, proper eCommerce content marketing can draw more positive attention, interaction, and long-term conversions.
You can ensure that your audience receives new information that is important to them on a regular basis by generating and promoting original content.
A Genuine Social Strategy
Social media has evolved exponentially since its creation. From posting selfies to building influencer empires, social media has become a powerful tool for digital marketing. Many businesses have experienced significant success by using social media.
Using social media, you can communicate with your industry, consumers, and market in a personal, public way. You can also increase engagement and interaction, increase website traffic, and grow your consumer base.
Using various social media platforms for various objectives gives your firm a rich presence that diversifies your abilities and efforts.
This will ultimately assist you in meeting the needs of your clients in a way that will help you develop your business over time.
Maintaining your company’s true tone and personality on social media is crucial since consistency is what builds trust with your audience.
Having a genuine presence that aligns with your followers/customers’ ideas is important whether you’re working with influencer marketing, or just by yourself.
Make sure your outreach efforts are coordinated by ensuring your team is on the same page with your in-house team’s communication and design style in order to create and retain brand awareness and authority.
Monitoring the performance of this channel is just as vital as being present and engaged on social media.
To do so, you’ll want to use your web analytics tool to monitor user activity on a regular basis. Examine user session recordings to see why clients left the path and what drove them to convert.
Clever email and/or SMS
One of the most powerful forms of digital marketing is email and SMS marketing. Email marketing has the highest click-through and conversion rates of any form of digital marketing.
It may even be modified based on consumer type and location, giving the channel a lot of versatility.
Providing useful material in your emails/SMS allows you to reach your audience more successfully.
Make them as personal as possible, include valuable promos, and take advantage of the opportunity to socialize.
Whether you’re announcing a sale, sharing updates with your subscribers, or reminding someone to come back to their cart, shooting your buyers a quick and well-designed/written text or email could mean great things for your conversion and digital marketing strategy.
You want to connect with your customers on a level that allows you to measure their engagements and keeps them interested in your messages.
Always keep an eye on the stats of your email and SMS marketing campaigns.
You can also use this data to filter your heatmaps to see how people interact with each page of your site, which features they find most appealing, and more!
Get Smart with Paid
Pay-per-click (PPC) marketing is a type of paid advertising that is used by the majority of eCommerce businesses.
You can produce search and banner ads that appear on search engines and social media, but you only get paid if someone clicks through from the ad to your website.
It can produce excellent results for your eCommerce business by reaching your target audience exactly where they are.
Any pay-per-click marketing campaign has three basic components: the ad, the offer, and the landing page.
To appear near the top of search engine results, your ad should be personalized for keywords. These keywords will most certainly be used in other aspects of your eCommerce marketing strategy.
Any interesting promotions you want to promote, such as a special promo deal or a yearly sale, should be included in your offer.
Your landing page should be free of extraneous distractions and bells & whistles. Also, keep in mind that your landing page is the best area to highlight the benefits of your product to the buyer.
Once people have clicked on your ad, they can be added to a retargeting list. Retargeting is a pay-per-click (PPC) advertising strategy that specifically targets people who are already familiar with your brand.
This implies that the people who encounter your retargeting advertising have already visited your website or interacted with your Facebook or Instagram profile. They may not have been a customer or even be familiar with your brand, but they are aware of it.
The more brand recognition and product familiarity you can achieve among the same consumers, the more conversions you can achieve – and that’s the goal!
Collect Data & Pivot as Needed
Set goals for all of these methods and evaluate them on a regular basis to learn what works and what doesn’t with your target audience so you can figure out where to focus your efforts.
For example, while all digital marketing strategies can be effective, if your product is aimed at Baby Boomers or Gen Xers, a TikTok social media approach may not yield the same results as an email marketing strategy.
As a result, you’ll want to alter your focus and devote more resources to email rather than social media.
Here’s how you would go about pivoting your campaign to best cater to your audience:
Establish concrete eCommerce KPIs (key performance indicators). Conversion rate, average order volume, return on investment, and profit margin is examples of these data points.
You may alter marketing campaigns on the fly to maximize performance and increase income by setting specific goals and tracking statistics.
Analytical data is the most significant tool in a digital marketer’s toolbox. Knowing what works and what doesn’t can help your eCommerce business make smart marketing decisions.
Analyzing the data can help you make small changes that attract and serve your customers the way they want.
The solution is to connect with your customers via first-party data. This entails a greater focus on expanding your email list.
Making more offers, such as discount codes and exclusive deals, could be a useful way to thank clients who sign up for your newsletter. Also, have a look at how your website handles first-party cookies.
Make sure you obtain consent for your website cookies to comply with new consumer privacy standards. You can then use those cookies to reach your audience in other corners of the internet.
eCommerce Digital Marketing Strategy Example
How Brandetize tripled sales within the first 60 days for Nonnie’s Nectar.
Increase organic traffic to the site with the intent to generate more sales and repeat customers.
Using strategy development, product photography, SEO/CRO, Content Marketing, Social Media, Paid Ads, Email, and UI/UX, Brandetize set out to create an exponentially successful digital marketing strategy for Nonnie’s Nectar.
Aiming to create relevant, valuable, and optimized content with their customer in mind to convert organic traffic into email subscribers, leads, and sales.
Our strategy was implemented with UI/UX optimizations to their homepage and product pages where they encourage users to take action to purchase.
After the sale, we also implemented a post-purchase sequence, which keeps the audience warmed up to become repeat buyers in the future.
Our team conducted user interface and experience changes that increased add-to-cart purchases by 40.1%, resulting in returning customers to the product site increasing by 37%. Overall conversion to the product pages grew by 85%, while revenue YoY saw a 200% increase.
Paid ad results in two months alone resulted in over $20,000 in sales with carefully built seasonal campaigns created for Nonnie’s Nectar products. We increased their average sales substantially over the course of November and December during Thanksgiving, Black Friday, and Cyber Monday.
Organic engagement and following through social media increased after rebranding their social platform and developing their content creation strategy.
Our team established a consistent shopping experience by overhauling all the product photography utilizing our in-house studio.
We conducted an SEO audit with keyword mapping recommendations that used the information to create blog headlines for 3 skyscraper blog posts and one content page that raised the average monthly traffic visitors by 300+.
Implementation of this strategy brought an increase in monthly traffic to their site by 94%.
The results were extraordinary. New product photography raised add-to-cart rates by 58 percent in 30 days after the website was changed for branding and best practices.
We were able to produce positive outcomes on the bottom line through organic approaches including search engine optimization, social posting on Instagram, and the construction of an email automation system, which resulted in higher sales and overall order views.
The following marketing results led to Nonnies Nectar reaching a successful acquisition:
- 40.1% increase in add to cart purchases
- 37% increase in returning customers
- 85% increase in conversion to the product pages
- 200% increase in YoY rev
- Paid ad in just 2 months generated over $20k in sales
- Organic social saw growth in engagement and following
- Content + SEO brought a 94% increase in monthly traffic to the site
Any successful website must stay current with the latest eCommerce digital marketing trends and tactics. It’s critical to produce information and products that are relevant, interesting, and beneficial to your target market.
Reach out to your customers in a number of ways, and make sure you’re working with a diverse team of professionals. You might discover fresh ways to improve your present campaigns and outreach strategies if you listen to everyone’s ideas.
And, as always, keep an eye on your website analytics to see patterns, keep your site optimized, and track your progress!
If you’re considering optimizing your eCommerce digital marketing strategy, consider hiring a digital marketing agency.
Brandetize brings more than 20 years of experience helping businesses increase their bottom line. We follow a holistic approach to our client’s digital strategy by tailoring content to customer-buying journeys and supporting them with credibility and conversion-focused campaigns.
Check us out!