Ecommerce marketing is primarily focused on promoting products and services and driving substantial amount of sales to an online store. With the widespread popularity of ecommerce or online shopping, the need of strategic marketing of ecommerce ventures is also growing eventually. In general, ecommerce marketing strategies are built by focusing on certain basic objectives, which essentially includes
Here is an insight into the ecommerce marketing strategies, required implementations, and modulations of strategies.
Offline marketing relates to the ways of promoting your products and business through different modes outside the internet and web world. There is an extensive customer base of people who might not be internet savvy like the new generation, but may be interested in your product line. Thus, practicing the offline marketing strategies is definitely advantageous.
Michael Glauser is the CEO and co founder of My New Enterprise, which is an online training and development company and shares his distinguished overview on ecommerce marketing strategies and their implementation.
1. Newspaper ads have a wide reach
Newspapers reach out to a wide spectrum of demographics, and it can be effectively used to reach out to thousands and even millions at a time. Utilizing the ad space on newspapers to promote your ecommerce business can be very helpful.
2. Network building is essential
Business network with influential business leaders, media houses, and business associations works intricately in promoting your business. Therefore, you can join business clubs, business associations and business group from where you can extract leads and contacts for your business promotion.
3. Endorsements work
Endorsement is known to be a quite effective mode of offline promotion of your business. You can offer your products for free to influential persons, and if they like your products, their word of mouth can spread your product’s name wide across.
4. Flyers, handouts and coupons
Distribution of handout, flyers as well as coupons can essentially attract customers to your business. Moreover, with digital printing, flyers and coupons printing is quite cheap, thus all you need to do is circulate the promotional leaflets at places where potential consumers gather.
5. Direct Mailing
Delivering direct mails to potential customers results in attracting potential customers. Moreover, such mail promotions are an inexpensive way of marketing.
6. Cross Promotions
Cross promotions essentially means using up relevant or related services and products in accordance to your business. You need to promote each other’s business by offering links to their businesses and they can do the same as well.
7. Free Publicity
Media is always stimulated with interesting facts and news about entrepreneurs and their businesses. So contact newspapers, TV channels, radio stations and share some interesting facts and stories about your business.
8. Trade Show Exhibits
Showcasing your product line in trade shows and exhibitions offers ready promotion, where visitors can directly go through your products, and even touch and feel them. This is one of the reasons why entrepreneurs usually benefit from substantial sales at trade shows.
Alan Abott a successful marketing strategist, shares his 28 years of dexterous experience in direct marketing strategy development, brand development and general marketing moves.
9. Refining Audience from Retargeting
A considerable amount of visitors to your ecommerce site view products but they never buy. Retargeting is essentially attracting these visitors. It is targeting them to get into your business as potential buyers. However, instead of bursting on every visitor with ad banners, mail, etc., it is better to streamline the target. For example those who have read a review of a product on your site or added it to cart can be your prospective customers. You can even refer to social media sites like LinkedIn or Face book, to know customers who have shown interest in similar products in other rival sites and can also include them in your marketing initiatives.
10. Utilizing Intent data
Even while you are retargeting audience for potential conversion, you essentially need to analyze the audience behavior. Every action taken by visitors relates to their mindset and approaching them with a distinctive method as per their approach to online shopping can help you to regain their attention. Utilizing the intent data of their activities and behavior and effectively using them for offline retargeting can bring you potential results.
11. Smart Conversion with Offline Retargeting
Nowadays the web world is congested with extreme rate of online retargeting ads, banners, and promotional posts. Today, visitors have developed an inertness and banner blindness and overlook the extensive promotional ads everywhere on the web. However, designing a smart offline retargeting marketing plan can ensure that your ad essentially reaches out to your target customers instead of being intentionally overlooked.
When you run an ecommerce site, the first thing that you would essentially seek for is high ranking in search results, primarily Search Engines like Google, Yahoo, Bing, etc. Now, SEO is nothing but a scientific strategic implementation of boosting your sites visibility on the web on the basis of the most relevant keywords for your site. The search engines have been found to be the primary source of traffic to any ecommerce site, almost 300% over the edge compared to social media sources. However, the challenge is to strive through the extensive competition to rank in first page of search result, since 95% of the visitors do not go beyond the first page.
Bachir Smahi being the Director of an Ecommerce and Digital marketing Agency in London, Magneto, shares his point of view on essential SEO ecommerce tactics.
12. Linkable Assets
Though linkable assets could of various types, however, the most effective one is content that is relevant to your business, which again must be interesting for readers. Through this content, you can share extensive links to your site.
13. Back link Analysis of Competitors
Moz’s Open Site Explorer or Majestic are efficient tools in ecommerce back link analysis that is used to determine the tricks and strategies, which has helped your competitor to gain back links. A thorough understanding of the sources of back links of your competitor can help you to drive back links to your own site as well.
Featured snippets have emerged as exclusively essential part of ecommerce SEO marketing. Though it is referred to as Position 0 on the search result page, yet these snippets directly answers the user’s search query in the shortest form. Through such featured snippets for your ecommerce site, you can improve your brand visibility extensively. The importance of these snippets cannot be undermined as Google gives importance to snippets as they enhance user experience.
15. Improve Community Engagement
This is a distinguished SEO tactic, which helps you as a brand to emerge as an expert in your business field by engaging with the audience, helping them out with their queries related to your products and services. In ecommerce, you can effectively use queries resolving platforms like Reddit or Quora, or even take up blog commenting to resolve queries of audiences. You can offer extended help and guidance and you can also offer your site link if possible.
Chris, being the CEO of TOFUY Marketing, has profound knowledge and understanding of Strategic SEO tactics for ecommerce businesses and shares his expert ideas here.
16. Keyword Research
Since the prime objective of SEO is to optimize search results on the basis of keywords, it is most important to perform high end keyword research for your ecommerce site. You must distinguish and prioritize your keyword research accordingly for your home page, product pages using Google free Adword keyword research tool. Again the next important set would be for blogs and social media presences. Now once you are doing keyword research, you need to consider both primary keywords as well as long tail keywords, since according to a study it is revealed that 70% of the searches entail to long tail keywords.
17. Auditing Site Errors
Just performing keyword research will not be enough to rank high on the search results if you have a poorly constructed site with essential site errors. Use of tools like Screaming Frog, which is free, can help you to spot common site errors including missing tags, redirects, duplicate pages, etc.
18. Site Speed
Enhancing user experience of your site is very essential when you are striving for high traffic, potential business through high-end SEO for your site. According to survey, visitors are known to abandon a site which essentially takes more than 3 seconds approximately for loading. Therefore, while you consider content, errors, presentation of your site for successful SEO, do consider enhancing your site speed as well.
19. Usability does matter
When you are dealing with ecommerce SEO, one of the prime factors, which influences its SEO marketing is the site’s usability. It is required to be user-friendly, easy to navigate, fun and helpful, besides making the checkout process short and simple for users. This essentially enhances their usability experience.
20. Mobile-friendly site
Studies performed on mobile site version popularity and demand revealed that 61% of the viewers visiting a mobile unfriendly site tend to move on to a competitor’s site. This effectively shows the demand for a mobile friendly site, which again must offer extensive speed and user friendly interface.
Andrew Youderian is the owner of ecommerceFuel, a site dedicated extensively to ecommerce that offers an insight into the SEO tactics for ecommerce marketing.
21. Guests Posts
Writing in guest posts on industry related blogs counts a lot in offering your ecommerce site visibility and enhancing brand awareness. However, whatever you choose to write or comment must be value added and interesting, so that you catch definite attention.
22. Link from manufacturer
Manufacturers these days often have a customer dedicated link page like ‘where to buy’ or ‘Retailers’ where they offer the link of sites from where customers can avail the particular products from the manufacturer. You can ask the manufacturer to add your site to the list.
Social media has offered the ecommerce business ventures a completely new avenue of approaching their desired demographic, in a way which is exclusively personal, direct, and appealing. Nowadays, online shopping and social media experiences have advanced making way for ecommerce sites offering social experiences and online support for customers. Overall, the role of social media in enhancing awareness, popularity, and extended visibility of ecommerce business has taken a new shape.
Julie Zubak offers her experienced look out on essential factors that can drive success for social media marketing in ecommerce. Being the VP of email marketing in Power Digital, she has profound knowledge of lead funnel generation, email marketing, and social media responses, etc.
23. Image in Social Post
Social posts which include images are known to be more popular for social feeds, shares and likes as compared to text posts. Moreover, it has been found that tweets with images are almost 96% more likely to be re-tweeted. Now images in posts could be of two types which are essentially user generated images and images with quotes.
24. Questioning Posts
Intriguing your audience with a question in your posts is a proven way of triggering their interests and thoughtful attention to your post. Now more the question is interesting and grabbing the more effective it is for social media shares and circulation.
25. Call to Action
Implementing direct call to action comments in your posts like “leave a comment below”, “share with your friends”, etc. are effective ways of gaining social media attention. This way you can link back your post to a value added blog post or article and encourage promotion of your business.
Patrick Foster is a dedicated ecommerce marketing strategy writer on a dedicated ecommerce marketing site.
26. Private Social Messaging
Utilizing private social messaging modes like that of WeChat, Messenger, Whatsapp, etc have become an extensive way of appealing the audiences and reaching out to the demographics on a personal level.
27. Social Commerce
Facebook, Twitter, Instagram as well as Pinterest are some of the biggest social media entities which now offer extended scope of online shopping through their apps to the audiences. Even Snapchat is following their footsteps. Therefore using these social platforms for your ecommerce can be highly profitable.
28. Paid Advertising
Social media platforms offer extensive scope to ecommerce sites to post their ads on these platforms against their fixed charges. Moreover, since the visitor’s strength of these sites are huge, you readily get access to an extensive market.
29. Video Marketing
Promoting your business through video or encouraging your existing customers to post live videos of shopping with your ecommerce portal could be triggering stimuli to your marketing venture.
30. Virtual Reality
This is the upcoming future of social media experiences as well as ecommerce shopping thrill. With 2018 augmenting, VR is the new move of the generation and this offers the ability for a high demonstrative shopping experience for customers.
Pooja Patil is an expert in ecommerce digital marketing and shares are views and concepts of enhancing consumer base through target consumer-oriented marketing.
31. Dynamic Product Presentation
As per a study conducted by Magneto, it was revealed that 93% of consumers turn to social media for buying recommendations and influences. Moreover, since Facebook offer smart targeting options based on consumers location, interest, demographics, devices used, etc. Moreover you are also able to use filtered target market with Facebook options like custom audiences, retargeting and retargeted audiences, that is those who have earlier shown interest in your product line. Therefore, presenting your product ad dynamically to these target audience enhances the chances of ROI.
32. Influencers in the Market
Associating definite influencers in the market with proficient credibility, reliability and trustworthy reputation helps to boost the popularity of your business. Since nowadays recommendations on social media happens to be strong influence behind sales, influencer marketing is extensively gaining popularity in this age.
33. Engagement of Audience
In social media marketing, marketing does not mean pushing your audiences to direct conversion, you rather need to lead your audiences to conscious conversion and for that it is important to keep them engaged, aware, updated and alert about your product lines, offers, promotions etc through valuable textual or visual content.
MarketingProfs manager, Laura Forer offers her experienced insight of lead generation, site traffic driving, and brand awareness for successful marketing strategy building.
Offering custom content, with a skilled and dexterous personalization appeal, using consumers’ personal information, interests, likings, and hobbies offer more opportunity for ecommerce. Almost 61% prefer direct custom contents and are likely to act and offer positive conversion. Besides, in order to seek relevant content, 71% of consumers are ready to share their personal information.
35. Daily Communication
In ecommerce marketing, you tend to use social media in order to connect with your targeted consumer base and get into a long-term relationship with them. Since on average, social media users tend to spend almost 1hr 40mins scrolling through their social feeds, using few seconds out of that time to attract their attention towards your brand can offer you amazing results.
Ecommerce PPC Marketing Strategy
PPC stands to be an active marketing tool when it comes to driving traffic to your ecommerce site your gaining extensive rate of conversion. However, implementation of PPC campaign requires thorough research of the market, creating targeted PPC ads to associating definite business metrics to your PPC campaign, optimizing ongoing paid search campaigns, and establishing relation between ads, keywords and customer’s interest, etc. 91% of consumers search for products on search engine, therefore by initiating a well planned PPC campaign, you can reach out to your customers as well, and use the paid channels over the net to capitalize your visibility online.
Tom Bukevicius is a Principal at SCUBE Marketing that is an E-Commerce marketing agency and helps clients enhance paid search campaign efficiency.
36. Streamlining Paid Search Strategy Objectives
Though most PPC campaigns are dedicated to gain prospective ROI and sales growth, yet streamlining your objectives help to build the strategy in a firm way. You can effectively categorize your objectives and priorities accordingly into categories like lead generation, retention of customer base ,and offering customer lifetime value (CLV) or extensive customer acquisition.
37. Keyword Ideas
In order to implement an effective and influential PPC campaign your keyword research needs to be impactful and effective covering all types of consumers, different strata of the market categorized as per age, gender, generation, style preferences, etc. You can essentially make use of Google Adwords or other tools like SpyFu keyword research or PPC research tools.
Jen Rubio being a skilled PPC advertising consultant shares the key strategic moves to achieve success in PPC campaigns. 38. Constant Ad Optimization
The changing phase of consumer interest trends to the seasons of sale, everything affects your PPC ads, thus all you need to do is constantly keep optimizing them to up with the changing trends of the market. This can effectively include changing the keyword bids, rewriting ad content, creation or editing of landing pages, refining targets, etc.
39. Where to put your ads
Your decision about where you choose your PPC ads to be displayed plays a vital role in earning results against the campaigns. The two most popular PPC ad showcasing platforms are Amazon Advertising and Google Merchant Center. Being the source of 43% of US online revenue in the year 2016, Amazon is growing prospectively one of the prime PPC showcasing platforms.
40. Update Shopping Feeds
When you have your Google Adwords and Google Merchants center accounts linked to each other, the Google merchant automatically fetches feeds from Adwords to update the ad campaigns according to the changing keyword requirement and popularity trends. Your shopping feed in the merchant Center as well is used by Google to promote your products.
41. Ecommerce tracking
With analytics ecommerce tracking, you can track exactly which items are being sold through your PPC campaigns. This tracking method works best when your shopping feeds have the right item prices set with them.
42. Engaging Landing Page
Offering just a simple and outright buying or ad experience to viewers is not enough to keep up with the extreme competition in the market. To sell the same item which may be even in the product line of big brands, you need to make your landing page effectively engaging and quality with more than product specification and information, including direct user feedbacks, customer videos or photos.
43. In Competition
Keeping up with the market trends, ad campaign moves of competitors is the secret behind staying in the competition. You always need to be alert of the moves taken by others in the market so as not to lag behind and miss out on your chance to grab higher success opportunities by pitching lower prices, sales, discounts, etc.
Phil Robinson is the founder of ClickThrough Marketing, a top digital marketing agency He is an expert in offering excellent consultation in lead generation and improving ecommerce sales.
44. Organic data for PPC Campaign
Analyzing the organic traffic data to understand the highest prospects of your PPC campaign and to realize when to push the campaign works quite effectively.
45. Check for Site Downtime
PPC and SEO campaign teams need to constantly link with each other to streamline the disturbances of site downtime, which can hamper both the campaigns. Sending a visitor to an error page creates negative impressions and does not count on your PPC campaign.
46. SEO solution when PPC is expensive
When PPC keywords tend to be expensive, instead of neglecting the keyword, it is smart to keep pushing the keyword marketing through SEO and quality content updates for the keywords.
47. Increased Traffic for Better PPC
Enhancing your SEO campaign to drive potential traffic to your ecommerce site also improves the chances of greater response for your PPC campaign as well through improved visibility and brand awareness.
48. Duplicate keyword Reduction
The repetition of same keyword for different pages seems to lower the prospects of success in PPC campaigns, this is the reason why managing the keyword distribution and according marketing campaign is essential to cut of duplicate keyword promotions.
49. Analytics performance
While you promote your PPC campaign, analyzing analytics performance to dig out new resources of data essential to improve your campaign is effective.
50. Testing Ad Copy
Testing your ad copy by framing it correctly for every season and designing it as per customer need and market change is essential. You can make use of keyword expansion, review your campaign structure, and bring in modification to improve your conversion chances.
51. Long tail keywords
While using primary keywords for ad promotions is common, you also need to use long tail keywords, which also form a substantial amount of global online searches.
It is a fact that since online shopping calls for less commitment compared to direct store shopping, shoppers feel quite excited to fill up a virtual shopping cart. However, almost 95% of online shoppers visiting a site for the first time do not make way for successful conversion. Businesses therefore seek for expert ecommerce marketing strategies in order to captivate their prospective customers and drive them through successful conversions.