Ecommerce marketing is the process of increasing website traffic, brand visibility, and sales through the use of inbound advertising, organic search engine optimization, and other marketing techniques. Conversion rate optimization (CRO) is used to convert website visitors into customers. This includes raising awareness through social media, search engines, email, and digital assets.
Ecommerce marketing employs a variety of digital marketing strategies in order to convert visitors into paying customers. In order to be successful in ecommerce marketing, an omnichannel strategy is required, with some channels outperforming others.
1. Search Engine Optimization (SEO)
A long-term strategy for increasing traffic to your ecommerce website by improving your organic, or unpaid, search engine rankings is search engine optimization (SEO).
In the case of ecommerce sites, this includes optimizing your technical SEO as well as your content strategy. Mobile optimization, URL structure, keyword tags, internal linking, and site speed are all examples of on-site optimization techniques that fall under the technical SEO umbrella.
Quality content, in conjunction with technical SEO, is essential for the generation of organic ecommerce traffic. You should have high-quality content on your product and category pages, as well as a blog that is updated on a regular basis and is optimized for SEO.
2. Pay Per Click (PPC) Advertising
Pay per click (PPC) advertising entails paying for search engine placement through tools such as Google AdWords and Bing Ads.
Bidding on relevant search terms for your company in order to increase traffic and sales is part of running an effective PPC campaign. When you use search engines, these advertisements will appear above and below the organic search results, and they are an excellent way to increase site traffic quickly.
3. Email Marketing
Using email marketing software, you can engage with potential customers and upsell to existing customers in a cost-effective and efficient manner.
A variety of email marketing strategies are available for use in the ecommerce industry. To remind users that they have an item in their cart, you can use automated emails. For example, you can send a welcome email series when a user opts-in on your site, or you can send abandoned cart emails.
Marketing emails and newsletters, in addition to automated emails, can be used to inform subscribers about upcoming promotions, new products, and limited-time specials.
4. Affiliate Marketing
Using an affiliate network to promote your products, affiliate marketing is the process of establishing relationships with other websites in order to promote your products.
Using text links and banners, these other website owners, referred to as affiliates, promote your product, and an ecommerce retailer compensates them with a percentage of the sale price when a customer makes a purchase.
ecommerce advertisers set their own commission rates and are guaranteed a specific return on their investment in affiliate marketing, which is a highly scalable, revenue-generating form of performance marketing.
5. Social Media Marketing
Everyone these days is on social media platforms such as Facebook, Instagram, and Twitter, and your ecommerce business should be, too.
By utilizing social media marketing, you can increase your following, engage with current customers, manage your reputation, and target users with advertisements that are relevant to their interests.
Social media marketing done organically entails regularly posting and updating your brand’s social media pages in order for users to connect with you through their news feeds.
Paid social media marketing entails creating custom image or video advertisements and paying to have them promoted to a targeted audience based on their interests, demographics, and shopping behavior, all of which are determined by the advertiser. Ecommerce marketing that is focused on delivering an exceptional customer experience is known as customer-centric marketing (also known as CCM).
Organic and paid social media tools should be used in conjunction with one another to maximize the impact of your online business. It’s an excellent way to increase brand awareness while also highlighting the personality of your company.
6. Influencer Marketing
The opinions of others are extremely important when it comes to making online purchases because users are extremely reliant on them to help them make their decisions.
In order to decide what to buy and which brands to interact with, they rely on online reviews, peer and influencer recommendations, and other sources.
In order to promote your company, you should join an influencer marketing network where you can meet micro-influencers in your niche who will assist you in promoting your company.
In most cases, an ecommerce store will pay an influencer a one-time fee (a higher fee is paid to influencers with more followers), in exchange for them promoting their products on their blogs, Instagram accounts, Facebook pages, or YouTube channels, among other platforms.