Everything You Need To Know About Ecommerce Marketing

In this technology-driven age, no one can go on a single day without looking at their phone. Therefore, where selling and purchasing used to be all about one-on-one interaction, things have changed. Customers now admire that they can shop from the comfort of their homes.

Ecommerce marketing refers to the strategic methods used to create and increase awareness about one’s online presence, products, and services to generate leads. It includes all tactics and models that promote you and your brand. 

But every business nowadays has an online presence. In this competitive market, the chances of your online business’s growth rely on understanding ecommerce marketing and creating a strong ecommerce strategy. 

Here is all you need to know about Ecommerce Marketing to excel in your business and understand what ecommerce marketing is.

 

Introduction

Ecommerce marketing is essential for an online business to drive traffic and grow. It focuses on enhancing the customer experience to result in the growth of your business.

With the help of effective strategies, you can promote your online business with numerous channels, platforms, and strategies. An effective strategy can help you achieve your desired business ROI.

Ecommerce marketing can also help you address redundant issues such as lack of customer outreach, search engine ranking, and abandoned carts. 

Ecommerce Business Models

 

If you are thinking of starting an Ecommerce business or already running one, you will fall into one of these ecommerce business models. However, your business does not have to be limited to one of these business models. 

Knowing what business model your idea fits in can help you effectively explore opportunities and stay aware of potential threats. On the contrary, traditional commerce was restrictive for business owners. 

Here are four widely known ecommerce business models to know about.

 

1. Business to Business Model (B2B)

A business-to-business (B2B) model includes businesses that sell products to other businesses. Alibaba is an excellent example of B2B ecommerce marketing. The prices of products are usually low in B2B businesses as they sell wholesale products. It allows all businesses involved to make a profit.

 

2. Business to Consumer Model (B2C)

As the name suggests, the Business to Consumer (B2C) model refers to businesses selling directly to customers. Costco and Tesco are great examples of B2C business models as they sell directly to the consumer through their retail stores. 

 

3. Consumer to Consumer Model (C2C)

The businesses run by customers selling to customers are called Customer to Customer (C2C) businesses. It is a great beginning for individuals or parties selling their products or services are usually based online. Etsy is a great example of a C2C business.

 

4. Consumer to Business Model (C2B)

When a consumer sells their products or services to a business, it’s called a Consumer to Business (C2B). Over the last, this business model has evolved manifold. Freelancers and contractors are prime examples of this model.

 

Channels You Can Utilize for Ecommerce Marketing

 

It’s everywhere- everyone has their own take on successful tips to create ecommerce marketing. Regardless of whose advice you choose to follow, you will notice one similarity. The first step recommended by marketing experts is to find the right channel for your products.

As you strive to find the right channel, the final goal is to perfect your marketing strategy to a point where the cost to bring in a customer gets lesser and your profits get higher. As you create an infinite loop from this practice, your business will reach the aspired KPI.

Here are a few essential channels you can use for ecommerce marketing in 2022.

 

1. Social Media Marketing

As discussed, we live in a technology-driven age, and successful businesses use this fact to their benefit. Social media is an ideal platform for businesses to connect with their audience and tell them what they are about.  

Some platforms also allow you to create shoppable content as a part of your ecommerce social media marketing strategy. It allows the viewer to buy the product right away, eliminating the hassle of taking additional steps. 

However, every social media platform will not yield similar results to different types of businesses. That is why you will read about creating a social media strategy ahead. 

 

2. Content Marketing

Content Marketing is essential for the outreach and success of your ecommerce business. At this point, you may ask yourself, what’s the difference between ecommerce and digital marketing? 

Well, in short, ecommerce is about selling the product, and digital marketing pertains to reaching the audience. 

Before you move to writing blogs or creating videos for content marketing- hold that thought. The first step is to enhance the content on your website to increase its ranking in search engines. 

Here are some ways you can create content to market your ecommerce business.

 

• Youtube Marketing

All your efforts for content should not be limited to ranking your website on Google and other search engines. Youtube is the second largest search engine, with more than 1 billion active users. You can create and share videos on Youtube to disperse knowledge and market your product.

• Relevant Blog Posts

The benefits of using an inbound marketing strategy to promote your business are endless. It works by attracting, engaging, and delighting customers. So, instead of telling the customers to buy your product, focus on giving them a solution and telling them how your product or service can help.

• Guest Posts

The purpose of guest posts is not just to increase your website’s domain authority. Although guest posts make your website more reliable for consumers, they can also help you effectively reach your target audience.  

• Create an FAQ section

A well-researched FAQ section on your website is a great opportunity for you to introduce your business to the customers. You must ensure that your FAQ section addresses high-volume searches to lead a viewer to your website. This practice will get you leads and increase your website’s authority.

 

3. Search Engine Marketing (SEM)

Search Engine Marketing is a powerful combination of Search Engine Optimization (SEO) and paid advertisement. If you use SEO alone, your ranking will be totally dependent on Google’s algorithm. However, SEM opens the doors to PPC campaigns, display campaigns, and ad campaigns.

SEM allows you to pay for the top results on search engines. For instance, the Pay per Click (PPC) ads ensure that the customers visit your link after searching the same terms as your campaign. 

That is why you must register with Google AdWords and promote your page through PPC campaigns. PPC campaigns increase the likelihood of your campaign reaching the right people ready to purchase.

 

4. Email Marketing 

Emails have always been a crucial part of digital marketing for ecommerce sites. The most comforting thing about email marketing is that it is an automated process making it less tactical and requiring fewer human resources.

As easy as creating an email marketing strategy may seem, you must be very careful about adding visitors to your mailing list. After all, every email does not make it to the user’s inbox.

These two ways can help you create effective email marketing strategies and show you the importance of digital marketing in ecommerce.

 

• Emails to Follow-up Post Purchase

If a user purchases a product from your online store, it’s not the end of the story. You do not want them to purchase just once. Instead, the goal is for them to keep coming back. Post purchases follow-ups tell the customers that you value them beyond the exchange of products and money.

• Emails to Follow-up Abandoned Carts

If you are facing the issue of abandoned shopping carts, there can be many reasons for it. It does not mean that they are a lost customer. You must send them a polite reminder to compete in the checkout process or offer them related products. Either way, you will remind them of their incomplete order.

 

5. Influencer Marketing

As the name suggests, influencer marketing usually focuses on celebrities or a community that influences your target market. Influencers may have thousands or millions of followers that your target may follow and trust. 

It may not be easy for potential customers to trust a new business. However, it is more probable that they will trust them. Therefore, working with renowned influencers can help you enhance your ecommerce marketing in the UAE or any other part of the world.

 

6. Affiliate Marketing

Affiliates are the people or businesses that can uplift your online sales in exchange for a commission. Businesses worldwide rely on affiliate marketing for ecommerce marketing automation. Affiliates boost your sales by relying on relatively older yet effective means of marketing.

These means may include paid advertisements and content marketing to drive traffic to your page where they can come across your product. 

In addition, affiliates can also help you create a mailing list filled with potential customers.

Tips for Effective E-Commerce Marketing

The traditional ways of marketing and the ways discussed above are part of creating a good marketing strategy. The more effort you put into your business, the better outcomes.

You can use numerous tactics to promote your online business with ecommerce marketing strategies.  

Here are some creative tips to help you enhance your ecommerce marketing strategy. 

 

1. Embrace Personalization

If you do not know your customers, you cannot access what they want and provide it to them. That is why every business needs to embrace personalization. It helps businesses gain insight into the preferences and intents of their customers through data to create personalized experiences.

It moves people along their personalized buyer journey feeling valued and satisfied. Personalization can help you boost your customer satisfaction rates and customer referrals.

 

2. Optimize Product Page Copy

Optimizing your product page copy is a factor that can boost traffic on your website and resultantly increase your sales. The key is to use product-driven keywords that include the product’s name. Not just that, you must use relevant headers, titles, and images focused on the keywords.

For example, a google search for “green mountain bike” is likely to produce your product page, provided that you have used the right keywords.

 

3. Develop User Generated Content (UGC)

Can you have your customers market your product for you? You may think that is too much to ask, but it is entirely possible. User-generated content is based on finding ways to make customers promote your business for you.

It can help promote your business, generate web traffic and establish authenticity. For example, the #AsSeenOnMe campaign by ASOS was a massive success in 2014. They dedicated a section of their website for customers to upload their pictures in ASOS clothing or use #AsSeenOnMe.

Source: Asos.com

 

4. Create a Loyalty Program

A happy customer is a long-term customer, making them loyal to your business. Loyal customers keep coming back to your business. While they offer you their loyalty, you can offer them a loyalty program. 

A loyalty program offers discounts and special offers to motivate customers to buy from you. You can create a way in which you can offer discounts to your customers. It can be through points, discount codes, or added perks.

Here is how loyalty programs can benefit your business.

 

• Word of Mouth 

Traditional yet effective- word of mouth is a powerful tool for business to grow. In a time where people are skeptical of falling for marketing tactics, word of mouth is the most reliable source for them to discover your business and become loyal customers.

• Customer Testimonials

Customer testimonials are essential for showing the world why they should buy your product or service. Testimonials are like reviews, just a step ahead. They are created by asking the customer questions regarding the features your business wants to be addressed. Testimonials can make prospects feel safe. 

• Customer Referrals

A happy customer is the biggest marketing tool of your business. If they are satisfied with your products and enjoy a loyalty program, they hold the power to generate more traffic for your business through referrals to their friends, family, and co-workers.

• Customer Reviews

Customers are not invested in the success of your business like you are. Instead, they are interested in how your product or service worked for them. Customer reviews serve as a source of honest information for prospective customers to decide to purchase from you.

• Case Studies

Case studies are based on sharing the success story of happy customers with the world. When a prospect sees such stories, it makes them more inclined to buy from your business. For example, if you have a skincare store, you can share the success story of someone with acne to share the drastic changes.

 

5. Offer Live Chat Options 

All businesses have adapted to technology and started using chatbots nowadays. Yes, chatbots can help understand the intent of a customer or answer FAQs, but it’s not enough. Chatbots may undermine the personalized experience of your customer.

Hiring people to undertake this job and answer customer queries in real time with a personalized touch is best. This way, customers can get their answers immediately and mitigate doubts before purchasing your product.

Source: neilpatel.com

6. Create an E-commerce Friendly Website

The last thing any business wants is an agitated customer. If you are looking forward to avoiding a customer from being agitated and running away, the first thing to consider is making your website user-friendly for every device.

People are always on the go, and no one has time to try and understand an incompatible website. Your content must be easy to read and navigate for all users.

Here are a few tips to make your website more user-friendly.

• Easy Navigation

To secure a viewer as a customer, your goal must be to make the process hassle-free for them. The key is introducing user-friendly navigation so the viewer can easily find what they are looking for. The best way is to create categories and subcategories.

• Site Search

If your potential customer is looking for something in a hurry, they might want to bypass the navigation and go directly to the desired product. That is why site search is a great feature on your website.  

• Footer Navigation

The footer of your website may not be visited that frequently. However, when a customer visits, it must be utilized in the best possible way. You can add links to your highly demanded products, contact information, or owner info.

 

7. Product Videos

Videos are an essential part of ecommerce marketing. Online product videos have proven to expedite the buying process for many customers. You can create videos yourself or allow affiliates and retailers to add them to their product pages.

 

8. About Hassle Free Return Policy

For customers, confirming the order is a bigger deal than adding to the cart. Therefore, it is crucial to give them complete confidence at this point. A generous return policy near the cart button can increase the chances of the customer confirming their order.

 

9. Tracking Options

As soon as the customers confirm their order, most want to know when it will arrive. Add a tracking option to your website to provide your customers with comfort. It will make it easy for them to keep track of their order.

 

10. Maintain a Wishlist

A wish list is like an abandoned shopping cart where viewers can put the item they feel interested in. Wish lists are essential for your ecommerce marketing strategy as they persuade the shopper to complete the purchase. 

 

11. Focus on Local Marketing

Local marketing cannot be overlooked as it is an essential part of ecommerce marketing. Tracking cookies can help you determine the location of viewers. You can use this information to offer discounts or free shipping to a customer that may lead them to become a customer.

Source: Elegantthemes.com

Types of Ecommerce Marketing

Now that you have a clear understanding of ecommerce marketing, it’s time to see what steps need to be taken and how you can form a strong ecommerce strategy for your business. 

So much information all at once can be overwhelming; we get it. As you read these strategies, remember that you do not have to deal with all these strategies at once. Just collect this information, start with one strategy and work your way up.

Before any further ado, here are the types of ecommerce marketing.

 

1. Paid Search for Ecommerce Marketing Strategy

Paid searches, also known as paid ads, work by leveraging paid ads on search engines to drive brand awareness and website traffic. These ads show up in the top results of the relevant searches. You must begin by creating a budget for paid ads, choosing a platform, registering and publishing your ad.

• Sign up for Google Ads

If you choose google ads, you must keep in mind that these ads show up for high-intent keyword searches and may be free. You can sign up with the Google merchant center for free to upload your inventory.

• Use Retargeting

Retargeting ads have a much higher conversion rate. They allow you to reach out to the people you have already interacted with through mediums such as your website or emails linked to your ecommerce social media marketing.

• Use Negative Keywords to Target 

If you opt for click-based ads, such as the pay-per-click (PPC) model, you need to make the best of each click. Therefore, negative keywords can prevent your ads from appearing in irrelevant searches. 

 

2. Search Engine Marketing for Ecommerce Strategy

Search engine marketing is focused on driving prospects to your ecommerce website. Paid ads are a part of this strategy, but Search Engine Optimization (SEO) makes this strategy unique. Keyword research is essential to make your SEM strategy work.

• Write Original Content for Your Products

Plagiarism is criticized by Google and may even lead to your website being restricted or banned. You must ensure that your content is original and describes what you offer in a simple and user-friendly way.

• Revisit Your Site Speed

As discussed, everyone is on the go, and no one has time to let sites take minutes to lead. It can lead to irritation among the prospects. Ensure your website is at an optimum speed to provide the user with a hassle-free experience. 

• Write Unique Meta Descriptions

Meta descriptions are an essential part of an effective ecommerce marketing strategy. It must be unique for your products because if they are similar to other businesses, Google might consider them duplicate content. 

 

3. Content Marketing for Ecommerce Strategy

Content marketing covers all the basis of creating, publishing, and promoting content for marketing, including website, guest posting, videos, webinars, and the list goes on. Many ecommerce businesses struggle to create the right content. However, the right strategy can give you a head start. 

• Introduce Gifting ideas

This tip is for businesses that sell a consumer good. Following ongoing trends or upcoming celebrations, you can create gifting ideas for your prospects. Create a variety for viewers to explore as a gift idea for their loved ones. 

Source: Benefit.com

 

• Create Product Videos

According to consumers, the biggest flaw of online shopping is a limited view. Of course, a picture of the product can only show a selective side of the product. Therefore, videos are essential for ecommerce marketing. You can tell people about your product and its features with videos.

• Answer FAQs

As discussed earlier, an FAQ page can enhance the user experience by providing answers to their concerns. In addition, satisfactory answers also decrease your website’s bounce rate, helping it rank higher in Google searches.

 

6. Email Marketing for Ecommerce Strategy

Email marketing is one of the oldest and most effective mediums for ecommerce marketing. Every email reaches a potential customer as long as you strategize avoiding spam folders. A good mailing list can increase the brand awareness of your business and boost your web traffic and sale.

 

• Use Personalization

As discussed earlier, personalization is vital for every customer. A good business must make its customers feel loved and cared for. You must ensure that the emails are not sent to prospects randomly; instead, they must be relevant to their interests and activities.

• Share Cart Reminders

If a potential customer has left a filled cart without checking out, it’s not a lost cause. A humble reminder can change everything. If a reminder feels too needy for you, just send them other products relevant to their search.

Source: hubspot.com

• Ensure Mobile Friendliness

Yes, we have already talked about mobile-friendliness, but it cannot be emphasized enough. If your email has many media attached, it may not be received nicely on the user’s phone. Hence, before sending out an email, remember to test it in-house.

 

7. Social Media Marketing for Ecommerce Strategy

Social media is an ideal place to promote an ecommerce business. You may think that everyone is using social media to kill time; however, many people use provided platforms with purpose. A mix of organic posts and paid ads can be essential for the UAE ecommerce market or anywhere around the world. 

• Choose a Platform

Yes, there are countless platforms out there but do not start all at once. Instead, look into the intent and interest of your potential customers and start with that. Make an account, get active and start publishing.

• Remember the Social Media Rule of Thirds

The rule of thirds suggests that you divide your social media presence into three sections. One-third of the published content should be about you, one-third about your niche, and the rest should be devoted to building your brand.

• Use Retargeting

Whichever platform you choose, prioritize looking into their paid ad opportunities to start the retargeting process. It is an effective way to drive users back to your site and continue their browsing journey.

 

8. Influencer Marketing for Ecommerce Strategy

As the name suggests, influencer marketing strategizes working with influencers and celebrities to promote a product or service. If reaching a celebrity feels difficult, you can start with trusted influencers with many followers.

• Establish Your Social Media

If you have recently established your social media presence, do not rush to contact an influencer for your ecommerce marketing. Take your team, build your presence and create a social media calendar to nurture your presence on the platform.

• Find Relevant Influencers

Any influencer cannot do the work for you. You must know your target audience before partnering up with influencers. For example, if you sell a solution for acne, you must consider partnering up with skincare or makeup influencers.

• Trust the Numbers

If you are satisfied with an influencer fitting your target market’s profile, do not partner up immediately. You must ensure that this influencer’s social media followers are organic. The best way to figure this out is to compare their numbers of followers and interactions on posts side by side.

 

9. Affiliate Marketing for Ecommerce Strategy

 

We have already discussed affiliates for ecommerce marketing, so let’s discuss affiliate marketing now. Affiliate marketing is an opportunity for you to get your business promoted by a website or an influencer in exchange for a particular commission.

• Calculate Cost per Acquisition

No one will likely partner up with you if you offer a small commission. However, a big incentive can be dangerous for your ROI. Before deciding how much you can offer, see what your competitors offer for the same services and calculate the cost per acquisition.

• Handle the Tracking

If your affiliate provides services on a Pay per Sale (PPS) basis, you will not have to worry about tracking your sales. However, it is still recommended that you keep a record to track how helpful partnering up with an affiliate can be for your ecommerce marketing strategy. 

• Create a Relevant Landing Page

To implement the affiliate strategy, you must create a landing page on your website. This page must have all the information relevant to affiliate marketing for your business. You can also mention your restrictions and requirements to save time from irrelevant affiliate offers.

 

Final Words

Ecommerce marketing is an essential mechanism for online businesses to grow and thrive. With several marketing tools and opportunities at your disposal, all your online business needs are effort, time, and a good strategy.

While every business is different, creating good strategies will do the rest once you start driving traffic. By incorporating digital marketing, inbound marketing, and ecommerce marketing, you can design effective strategies to attract an audience and thrive in this competitive market.