E-commerce marketing: what are the secrets to unlock?
Are you an e-commerce manager and want to learn more about e-commerce marketing and what your competitors are doing?
Doing e-commerce marketing is undoubtedly an integral part of your e-commerce project, having a good strategy is the key to your e-commerce success .
Appvizer in this article answers your questions and explains how to have a good e-commerce strategy!
What is e-commerce marketing and how to have a good marketing strategy?
E-commerce marketing is a method of promoting a company that sells its products or services via the Internet. The goals of e-commerce marketing are to generate traffic to the online store, convert visitors into paying customers, and retain them after a purchase.
Being a complex tool, e-commerce marketing involves many strategies to achieve these goals. Read on to find out what types of e-commerce marketing are worth using and how to integrate them into your overall marketing strategy.
E-commerce marketing includes various actions that aim to increase profits and return on investment while reducing investment in brand promotion. Some work best to attract new customers, others to retain existing customers or to provoke a purchase. This is the main reason why every online business should try different types of marketing. We have selected the eight most attractive and effective ones.
The starting point: know your market and define your positioning
To do the analysis of your market you can proceed in two different ways:
- The first option is to carry out a direct study of your niche.You will then try to gather information by proposing surveys, questionnaires, opinions, forums and discussions, etc.And finally you will analyze the figures obtained.
- The second type of research involves using analysis that has been done before. On the Internet, there is a lot of data and information already collected on trends, consumers, etc. You will be able to use them to get more information about your industry.This type of analysis is easier and faster to do, be careful not to fall into the trap, however! Not all data on the internet is reliable be careful therefore about the sources you will use.
Define your strategy and goals
Defining your strategy will prevent you from making mistakes and wasting money and time. You will choose your e-commerce marketing strategy on the basis of the results obtained in the previous part on market analysis.
E-commerce marketing strategy consists of all the activities you will do to make your products known, increase the visibility of your e-commerce, acquire and retain customers
If you are just starting out, you need to know that implementing a marketing strategy is no small walk, you will need time and organization to avoid wasting money on activities that are not necessary.
To avoid wasting time and choose the right channels to carry out your communication, we recommend you to establish the Marketing funnel that is the origin of every marketing strategy.
Choose the right e-commerce platform
If you want to set up your store on an existing platform, you will first need to think about a platform that sells products that are part of the same market as yours. In addition, you will have to analyze the ease of use of the platform, the latter should not be difficult to use and should present a well-organized and intuitive interface.
In case your goal, on the other hand, is to create your own site, don't just think about your needs right now, think also about the tools you will need in the long run this can allow you to significantly reduce expenses and reduce the likelihood of having bugs on the site. At the center of your goals you should put the user experience on the site, which should be easy and intuitive.
Personalized shopping
The platform will need to propose items that are similar or complementary to the product the customer has placed in their shopping cart. This way you will be able to remind him of a particular product, but also show him a product he was not aware of that he might find useful.
When is e-commerce marketing necessary?
For an e-commerce business it is always advisable to invest in digital marketing, however, you need to define an amount that should be proportional to the revenue generated.Doing e-commerce marketing turns out to be essential, however, when in your online business you want to:
- Launch a new website.
- Are about to enter a new market.
- Sales are lower than expected.
A few tips to have a successful e-commerce through digital marketing.
As mentioned earlier having a good marketing strategy is not the icing on the cake, but a very important tool that will allow the continuity of your e-commerce project.
Use Google Shopping ads.
Google Shopping campaigns are an almost mandatory choice for any e-commerce business. The goal is to appear at the top of Google's search results using a Shopping campaign in this way you can advertise your products through the use of this technique that provides you with greater visibility than your competitors. Your Shopping ads can include product images, prices, offers and other information so that it is easier for customers to add products to their shopping carts.
Turn your likes into sales with Instagram Shopping
Start by creating a business profile on Instagram and upload a product catalog to Facebook, then tag your products in your feed and stories. This way, users browsing your page will no longer need to navigate to your website to make a purchase; They can in the blink of an eye click on the product they are interested in and will be directly redirected to the corresponding page on your website.
What makes social shopping a marketing tactic is the fact that followers can make their purchases quickly and effortlessly.
Building trust through customer reviews
It is the e-commerce marketing tactic you can use to increase your conversion rate.Through customer reviews you can increase your sales. Customers will be reassured by the positive reviews made by customers who have purchased previously.
Encourage cross-selling with pop-ups
Another way to improve your digital marketing strategy is to use pop-ups: windows that appear on site visitors' screens to offer them additional offers. You can use pop-ups especially if you want to persuade your potential buyer to make a purchase on your site by proposing an offer or offering them a coupon or to convince them to add another product to their shopping cart.
Although pop-ups have a bad reputation, they seem to be extremely effective! Especially when they are used to present people with interesting offers that suit their needs.
SEO for e-commerce
Doing SEO for e-commerce means exponentially increasing the chance of getting found by your target audience. Doing SEO is a real competition with competitors to appear in the first position of search engines.
To develop an effective SEO strategy for an e-commerce site, the essential first step is to conduct relevant keyword research to ensure that your site is ranked in the top results.
By determining the keywords on which you want to rank, you begin the process of optimizing your site by structuring your content and pages. Without keywords defined in advance, you will not know what actions to take to optimize your pages or product sheets. Keywords must be considered at every stage of the work, from building the URL, to choosing the titles of your pages and categories, to the internal structure of your content. That's why defining relevant keywords for your business in advance, which will ensure that you appear in relevant searches, will save you time in designing your site.
Since keyword research is a very important step, we explain below how to structure your research and what criteria to choose to focus on the most profitable keywords for your business.
Content marketing for e-commerce
Content marketing is an important element that involves not only pushing the buyer to make a purchase, but also building customer loyalty.
This strategic marketing approach focuses on creating valuable, informative content aimed at disseminating and attracting an audience that will bring profit to e-commerce.
Influencer marketing for e-commerce
Influencers are often perceived by users as sincere. However you need to know how to choose the right influencer, you will not only have to see the number of followers he has, but also whether his content is suitable with the product you sell. Another element to consider is his reputation, as it will be able to allow you to increase the brand awareness of your e-commerce.
Doing e-commerce marketing is undoubtedly the key to keeping your e-commerce alive, increasing your brand awareness and working on customer loyalty.
Happy customers will lead to an increase in your revenue and help increase your brand awareness. What are you waiting for to work on your e-commerce marketing?
Article translated from Italian