The E-Commerce business has seen tremendous growth in the last decade. Global E-commerce sales reached over $1.5 trillion in 2021 and are expected to cross the $6 trillion mark by 2026. E-Commerce has a great history since it was invented back in May 1989, when SequoiaData Crop introduced Compumarket, the first internet-based system for eCommerce.
In the emerging global economy, eCommerce has increasingly become a vital component of business strategy and a solid catalyst for economic development. From startups to small and medium-sized businesses right through to huge brands, there are a large number of companies that can benefit from their own online store, where they can sell their own products/services.
At the same time, the speedy influx of new technology in the retail experience has driven consumers of all ages to expect a convenient and connected experience that seamlessly aligns with their everyday lives.
There is no doubt that e-commerce businesses are great options for small business owners in today’s digital business world with so many new possibilities. If you are looking to cleverly market your offerings online in order to reach their target audience, this blog goes into details on how to market your e-commerce business.
What is Ecommerce Marketing?
According to Shopify (Fraraccio, 2022) Ecommerce marketing is the method of driving traffic to your virtual store and then converting that traffic into paying customers, whom you retain post-purchase. A holistic ecommerce marketing strategy is made up of marketing tactics both on and off your website. A sound marketing strategy can help you build your brand awareness, drive customer loyalty, and ultimately increase online sales.
Traffic can be driven to your online store through exclusive offerings, discounts, rewards programs, expanded inventory, and other promotional tactics. With the use of consistent, planned e-commerce marketing efforts, usually along with an offline marketing strategy, companies can reach a wider market and develop their brand, which will, in turn, increase their sales.
1. Connect with consumers on social media
Through social media, businesses can advertise directly to their audience. Customers like consistency online, meaning businesses should post quality content frequently that demonstrates their brand and establishes themselves as a resource to their target audience. Businesses should focus their attention on select social media platforms, depending on what their customer base uses, and post content at a time that works with their customers’ schedules.
According to Sellbrite, using the 80/20 ratio when marketing on social media 80% of posts should be about topical industry news, and the remaining 20% should be used to plug your site and products.
2. Invest in SEO
Ecommerce SEO refers to the search engine optimization of an online store. The goal is to get your product pages among the top 10 results on search engines like Google, Yahoo, and Bing. This brings more organic (non-paid and free) traffic to your website. Done well, you can show up for popular search terms related to your products.
Some ways to invest in SEO are
- Performing keyword research and including keywords in your page URLs, product descriptions, and blog posts
- Optimising your website structure and creating a good user experience
- Building backlinks from other reputable websites
3. Boost Product Visualisation
Consumers have come to expect access to just about any kind of information at any time. Not only that, but they’ve become very visual. Using exceptional product visualisation allows you to quickly and effortlessly show off your products so consumers can look at the details without necessarily having to read about them.
Leverage tools that allow people to zoom in, spin your product for a 360° view, and add roll-over, pop-up info tools. If 3D technology is available, use it to increase engagement and enhance the shopping experience. According to Fourth Source, their customers reported an increase in sales by 25% to 30% when using 3D over flat imaging.
4. Add Video
Although not all products require video, if you’ve got something to show off, show it in action. Remember not everyone likes to read so sometimes consider doing video content. HubSpot reported that 81% of consumers say video provides confidence in making purchases. If you can show how well your product slices and dices, people will understand what it does and why they need it.
5. Run an influencer marketing campaign
Influencer marketing is a smart way to accelerate your ecommerce business online. It helps you reach new audiences, build brand awareness, and work with creators that make sales for you. Influencers are like internet celebrities that work as ambassadors for your brand. You pay them to promote your products through free products, cash, or discounts.
According to a recent study by Mediakix, 80% of marketers find influencer marketing effective. Instagram is the most popular channel, with 67% of brands using it.
Other marketing channels include:
- YouTube
- TikTok
- Snapchat
- Twitch
Influencer marketing is superb for finding relevant customers. How often have you seen an Instagram post from an influencer, liked what they were wearing, and wanted to buy it? Promoting products through influencers shortens up the sales cycle. With more social ecommerce features on Instagram and TikTok, shoppers can buy directly from the platform.
6. Utilise PPC advertising
Pay-per-click (PPC) advertising is just that — a marketing strategy through which companies pay each time a consumer clicks on their ad. PPC advertising models can be used on search engines such as Google as well as social media platforms like Facebook, Instagram and LinkedIn. Social media uses both cost-per-click and cost-per-impression formulas to charge for advertisements that are shown throughout timelines and newsfeeds. By using PPC advertising, you are able to change your campaign and test out new ideas as you go. Business owners should measure the progress of each ad and make sure that the return in sales is worth the amount being spent.
7. Work on your SEO strategy
Having an SEO strategy is an effective way to increase your store’s visibility online, specifically on search engines. Optimising your SEO by writing valuable content and using keywords that your customers often search for can drive traffic to your website, which can boost sales.
8. Create a blog
Blogs can be a great e-commerce marketing strategy because you can draw traffic to your site, build brand loyalty as a resource that your customers trust. The kind of content you post is up to your business and audience, but it should draw customers in and invite them to repeatedly return to your website. Content can range from instructional tutorials to posts that address questions or concerns your audience may have.
With more competition in business nowadays, the key tip for you to survive is always to seek new ways to advertise your business. New tactics and strategies emerge every single day, so you’ve got to be on top of your game. Make sure you implement the older, tried and tested strategies, but also keep an open mind to the new ones that are emerging.
Seeing how technology has advanced so much creating impact in how we are conducting our businesses, it may be hard to keep up. Reach out to experts who will be able to help you create an ideal ecommerce strategy that is unique to your business.
This is very helpful. Than you!