Are you new to selling online? If yes, then you are among the 24 million eCommerce site sellers! Creating an online presence is great. eCommerce marketing takes your online store to a whole new level.
However, choosing between the best eCommerce platforms, building a unique eCommerce website, and keeping up with sales is a tough call. eCommerce marketing is the golden key you need to kickstart your first online business.
This guide will help you understand the concept of eCommerce marketing, along with the tips to turn your eCommerce business into a success.
Before diving into the eCommerce business, you should know what the fuss is all about.
eCommerce marketing is the practice to drive traffic to your online store by converting the visitors into customers and retaining those customers post-purchase.
eCommerce marketers flaunt their product pages using social media, digital content, search engines, and email campaigns to attract visitors, facilitating their purchase decision.
An eCommerce marketing strategy includes on-site and off-site marketing to build brand awareness, drive customer loyalty and boost online sales. Marketing tools are perfect to drive sales towards the desired products.
The online marketplace is the perfect platform to expand your business. There are several ways to sell your products over the internet by implementing eCommerce advertising strategies. However, the main advantage of online selling is to sell anytime, anywhere.
Here are some of the major benefits of eCommerce marketing.
Unlike your traditional market, consumers can buy the product in just a few clicks. Besides, setting up the eCommerce store is easier too. Popular eCommerce platforms like Shopify and BigCommerce use custom-made website templates to create their online store. Whereas marketplaces like Amazon or eBay require you to set up an account before becoming a prime seller.
Thanks to the pre-made templates, creating an online store is easier and faster, and thus, the buying process is quick. Another good news is that you can run a professional website without deep technical eCommerce knowledge.
eCommerce sellers have the advantage of product listings. A product listing is what customers see when they search for the item. The store owner can personalize the product listing after creating them.
The best part? It's not time-consuming!
Adding high-quality images and genuine product descriptions can help retailers customize their products, making them attractive to sell.
Did you know that online store owners can set an eCommerce website for prices as low as $20/month? Usually, marketplaces are free to sign up for but take a small fee for the items sold.
When starting, you should avoid a few eCommerce marketing mistakes, like upfront investments. Instead, you can build your online store gradually once your sales grow. Plus, running the store on your own eliminates the cost of payroll and other miscellaneous expenses that would usually incur in a traditional business.
Ecommerce platforms are flexible, which is great for online retailers. For instance, the products and services are available 24x7. Serving the niche markets is also easier with eCommerce. Online platforms like Shopify have made product sales more accessible and faster. You will find customers easily on an online marketplace. Hence, they are likely to return to purchasing online because of high convenience such as free shipping, express order delivery, deals, discounts, and subscription benefits, etc.
Are you thinking of reaching new demographics? eCommerce sellers can reach international shoppers, which works in your favor because you can engage with your target audience in a new marketplace.
Online channels are not limited to physical store visits, which is why online retailers can target larger audiences in a limited time. Also, the interactions with the customers are faster when selling online. Retailers can offer intriguing deals and promotions, quickly attracting new customers.
As you lay the groundwork for the eCommerce business, you need to do some exercises when writing the business plan consisting of the methods and strategies you think will pass the test of time.
At this stage, the first step is to craft the eCommerce marketing plan after gathering substantive advice.
Goals and objectives should be clear and VERY specific. Do not hesitate to amend your goals if they are too high or too low to achieve. Such as;
Focus on three things when defining the mission statement.
Having a clear mission statement and value proposition will help you achieve your goals in the right direction.
Of course, you need to know more about your audience. Have a clear understanding of who you target and where the target audience lives. Otherwise, an inefficient campaign is just a waste of good money resulting in low conversion.
So make sure you plan according to the demographics like:
Run an assessment to evaluate the current state of your online store, the competition, and the overall eCommerce marketing plan.
Conducting a situation analysis will better understand the current situation for better decision-making resulting in improved conversion rates.
Forcing overpriced products on your customers is a losing proposition. Ensure that the product pricing you offer provides real value to the customer.
So do not hesitate to do your research!
Whether you are running a small team, shipping yourself, or leveraging a fulfillment shop through a third party, you need to know that you can meet the demand of the upcoming marketing push. Once done writing your eCommerce marketing plan, you need to spend a good chunk of time tweaking and refining the plan over time.
You should have a clear understanding of the eCommerce marketing plan by this point. You can execute that plan in 4 simple steps.
It’s time to get creative, guys! The number of ways to market the product is endless - and that’s a good thing too. But even with the plethora of digital marketing tools, you need to find the most suitable and effective options to improve your sales funnel.
At the top of the sales funnel, you must usher potential customers to the next stage. Avoid strategies that will not produce any conversions, like programmatic display ads.
Take the marketing push seriously by asking yourself the following questions;
Consider changing or upgrading the reporting software if you are unsatisfied with the answers. But if it’s a yes, then kudos!
A successful conversion rate must take your customer to the bottom of the sales funnel. Create layers of funnel strategies that make customers go to the finish line.
Roll out campaigns first to generate sales and see the impact on the audience.
Allocate a budget to test your sales funnel strategies. You will never know how well it worked unless you try it.
A word of advice - don’t spend money blindly but run simple tests in smaller markets depending on the budget.
eCommerce marketing is a pretty exciting venture for those looking to start a business from the comfort of their home. Huge networks, like Facebook and Google, offer a variety of ways to reach your target audience with advertising opportunities.
However, you can use various digital marketing channels to your advantage.
Social media keeps on evolving. Social media has shaped and changed how people should interact with brands.
Brands are focused on growing their eCommerce business on the most popular social networks that connect with a broader target audience. Here are three essential types of social media marketing campaigns to consider.
Most of the advertising is a lot similar to Google’s PPC ads. It’s a valuable tool for marketers to target potential customers. To create the ad, set a budget, and pay for each click ad receives. For eCommerce marketing, you can use any of the following social networks;
Did you notice peculiar ways to discover new products while using Facebook or Instagram? These networks have created an ecosystem that allows online users to find products in their newsfeed. The networks gather the data like your search queries. Based on these queries, the user sees Facebook Ads related to the product category. The user can navigate the product without redirecting from the network.
Are you thinking of boosting brand awareness? Then focus on the organic content keeping the optimization aspects in mind. It helps rank the social content too.
Brands are motivated to move towards paid advertising to generate the best results. But it would be best if you still didn’t forget about organic social content.
Compared to the social media tactics, email marketing may not have received the attention it deserved, but when done right, emails can result in greater conversions.
After all, consumers willingly open emails on their smartphones that pique their interest. An email should be contextual, personalized, and engaging. Focus on the promotional campaign with the two most important aspects to target:
To retain the customers, build a strong relationship with them by sending a post-purchase email. It’s an effective way to get more future orders.
eCommerce stores have to face abandoned shopping carts more than often. An abandoned shopping cart email reminds us that a purchase is pending on the customer’s end. It’s a much-needed but gentle nudge for successful checkout.
Distributing the product to your target audience is possible because of content marketing.
For instance, blog posts, videos, and infographics are common ways to reach more customers online. Also known as inbound marketing, the customer comes to you and costs way less than outbound marketing.
Product pages should be clear, precise, and consist of product-driven keywords, including the product name. For instance, if you sell hot chocolate, a Google search for Matthew’s hot chocolate” is more likely to produce product pages like yours if you do not add your brand name on it.
If you operate a coffee shop that provides hot chocolates and lattes, writing a blog about why customers should choose Matthew's Coffee Menu can attract more customers looking for a cup of caffeine. Once your blog posts receive traffic, you can create new topics for the article.
Submitting a guest post is a powerful practice to increase the domain authority for your eCommerce business. Search for the site that ranks with the relevant keywords to your product and website. Navigate through the sites; then, you can decide whether you need to write a new blog or expand the existing blog by providing additional context like an infographic.
There’s a good chance your target audience regularly visits YouTube too. The second-largest search engine, YouTube, brings tons of opportunities for the eCommerce store to captivate its audience with a video. For instance, a tutorial video showing the customer how to make the perfect hot chocolate (using the product) will increase customer satisfaction and help to build long-term alliances with them.
You may have seen “People Also Ask” when searching for a keyword on Google. Your audience asks related questions about your products and services. So why not answer those questions? It’s time you create an FAQ (frequently asked questions) page on your eCommerce site for the high volume and long-tail keyword searches.
A combination of SEO paid advertising and search engine marketing involves:
For instance, eCommerce markets register with Google AdWords to promote their product pages. A PPC campaign ensures that the potential buyer will see your page link when searching with the related keywords that match your campaign’s term(s).
At least 70-80% of Google users rely on organic search results. Search engine optimization makes your eCommerce store more visible on search engines like Google and Bing. Mostly SEO is about adding the keywords to your online content that a potential customer uses to search for products (like yours).
The search engine shows the results with the highest relevance to the customer’s keyword. Your website or product page will appear high in results if your content is SEO friendly and has high relevance. `
For instance, if a user searches with the keyword “best places to spend Christmas,” travelandleisure.com appears at the top, while Oprahdaily ranks 2nd and Goodhousekeeping ranks at 3rd position.
Take a look at the image.
It is a simple marketing tactic. A brand aligns with an “influencer” ( social media user with a large following) and is a credible source with your desired niche. It could be a celebrity or a blogger, or someone equally renowned.
And since these influencers already have the attention and trust of your target audience, they can offer paid product endorsement that seems more personal to the customers. Thus, influencer marketing is a valuable tactic. The following graph represents the types of niches with the top paid influencers.
Most commonly seen across social media, YouTube channels, and blog platforms, influencer marketing cost depends on the high-quality content and size of the social media followers. Ecommerce brands can partner with influencers to boost brand awareness, gain larger followings or increase revenue. For instance, Instagram shows Coca-Cola’s influencer marketing with Selena Gomez, a top-rated influencer among celebrities.
Usually done through blogs, affiliate marketing is where you talk about the products or put them on the list under a specific category.
The referrers or affiliates drive traffic to your online website and are for each sale they help make; they get paid. These influencers post on social media about using the product. This practice is fast becoming one of the fastest eCommerce trends, but Amazon sellers are still thriving from this practice.
The good part is that merchants can decide their commission rates with a specific percentage of the sale price. Usually, the commission ranges from 5 - 30%.
Also known as “location-based marketing” or “neighborhood marketing,” it is the process that optimizes the websites and eCommerce advertising that generates foot traffic. Local marketing also helps build brand awareness in the local markets about the online brand. So if you are a local store owner looking to make a move online, you should not lose your existing clientele.
The best practice to maintain the local presence is to focus on the relevant keywords about your physical location or the surrounding areas. Develop optimized landing pages that tell a tale about your town, create a collection page of your products that sets precedence for the local competitors.
So if a user is searching online, your product (or the relevant local shops) will show up in the search results.
According to the Future of Customer Engagement and Commerce, only 3% of visitors buy within their first visit on an eCommerce site. They state that people need to visit multiple times to buy from you.
Return visitors are 2.3 times more likely to complete their purchase than first-time visitors.
To maximize your revenue, you should focus on finding a way to connect, build relationships and bring back visitors to your website.
And the best way to do that is to convert your visitors into email subscribers via B2C email marketing. Here’s why:
To grow the email list of your eCommerce store, you can use one of the following strategies:
The average shopping cart abandonment rate is 69.23%, according to Baymard Institute.
For one reason or another, the majority of people that add products to your cart won’t buy from you. So it is up to you to do your best to convince them to come back and finish their orders.
A few things you can do to reduce shopping cart abandonment are:
Upsell is a strategy in which you’re trying to sell a superior and more expensive product than the one your customer currently chooses to buy. To upsell your customer, offer a higher or better product model or the same product with added features. Amazon has been doing this for years when they offer you a newer and a better model on the product page. Even fast-food restaurants are following the same practice.
On the other hand, cross-selling is a strategy in which you offer the customer an item similar to what he’s currently purchasing.
According to data from PredictiveIntent, over 4% of customers will agree on the upsell, and 0.2 will take the cross-sell. At the same time, their data shows that cross-sells on the checkout page tend to work 3% of the time.
According to MarketingSherpa, 39% of marketers found that behavior-triggered emails are the most effective email marketing strategy.
Email triggered by behavior was responsible for more than 75% of the revenue generated by email marketing.
At the same time, only 20% of marketers use behavior triggers in email marketing. If you implement behavior-triggered emails for your eCommerce business, you will stand out from the crowd.
So you should design and send different emails depending on:
Product reviews are super important for your eCommerce store because they can help you increase conversion rates.
According to a study by iPerceptions, 63% of customers are more likely to purchase from a product review site.
In total, reviews can produce an average 18% increase in eCommerce sales. The reason for that is straightforward – customers trust reviews much more than product descriptions.
A simple way to generate more product views is to ask your customers to leave one. Most people will be glad to write good things about you, especially if they are happy with their order. Still, you can offer them a discount code on their next purchase to encourage them further.
So within 24 hours of someone receiving the product, you can send an email.
Content personalization is a must. It will not only make your customers happy but will also increase your sales and conversion rates.
Here are some stats to back that up:
43% of people say they prefer to see personalized shipping information and, after that, 38% would like to see personalized product recommendations.
A few ways that you can improve your personalization:
It is much easier to sell to past customers than acquire new ones.
According to Smile.io, the average conversion rate for a first-time visitor is 1-3%, and the conversion rate for a repeat customer is 60-70%.
At the same time, the more people come back to your site and buy from you, the more likely they are to buy again.
Just after the first purchase, your customer has a 27% chance to come back and buy from you again. After the third purchase, the opportunity for him to come back and buy from you again increases to 54%.
Loyalty programs reward frequent customers and encourage one-time buyers to return to your store.
You can reward customers with:
A mobile-friendly website increases the chances a visitor will purchase on your eCommerce website by 67%.
Around one-third of all purchases are made on mobile. At the same time, mobile accounts for half of the eCommerce traffic.
To maximize conversions, you must provide the best mobile experience to users.
A few things you should consider:
The biggest reason people abandon shopping carts without buying is that they face unexpected costs.
So when people add items to their cart and proceed to checkout, they are often surprised that they have to pay extra for the shipping. And because they don’t want to spend extra, they leave the cart without buying.
If you're delivering physical goods, use custom packaging to brand your deliveries that offer a superior unboxing experience, giving your items a more upscale feel and inducing more excitement.
It encourages more buying. How can something so minuscule get you more conversions, you ask? Studies have shown that branded packaging triggers impulsive buying, even in prospects who didn't even plan on making a purchase. It also makes it more likely for existing customers to refer to your brand.
When people buy from your eCommerce store, they expect excellent customer service.
According to a study, 55% of visitors intended to purchase, but they changed their minds and did not buy because of subpar customer service. It turns out that after a bad experience, 44% of people will switch to a competitor.
At the same time, 40% of people will start purchasing from a competitor because of his reputation as a secure eCommerce website that offers great customer service. In other words, if you don’t provide a top-notch customer experience, you will lose customers.
To achieve this, you must provide multi-channel customer service across:
For your customers, it’s important to reach you on all these channels, and, more importantly, they must know that you will be able to respond quickly.
Have you ever noticed how differently you convey your ideas when speaking with your friends compared to when you’re speaking with your grandparents?
For instance, you’re more likely to send funny cat videos to your friend through Facebook messenger, while you’d have to be there in person to show the video to your grandparents.
How you craft and deliver your message effectively to your target audience can work the same way, making understanding your buyer’s persona crucial.
When you understand your buyer’s persona, you get better insights and learn the best eCommerce marketing strategies to reach your target customers.
Although there isn’t a single formula to create your buyer’s persona, you can use tools like the Facebook Audience Insights to understand your customers and their pain points. The tool can help you analyze the habits, interests, and even the activities of your ideal target customers within Facebook.
You can also segment your audiences.
Because you give your web visitors a poor user experience with your unattractive website, your brand looks a lot less professional, therefore, less trustworthy. It causes your potential customers to think twice about taking out their wallets since they’re not even sure if you’re legit.
That is why you must choose the perfect Shopify theme for your store.
Below is a clear example of an improved website design by Mailmunch.
Are you wondering if your site’s design is good enough?
Check out these points. If you have some (or all) of the issues listed below, then you need to do some major overhaul to your website.
Content marketing is a great strategy to reach your target audiences, build trust with your customers, and support your other marketing campaigns. However, the process of creating and delivering highly relevant content may require a significant amount of your time, energy, and resources.
Running a successful content marketing campaign can be challenging, but you can succeed with the right eCommerce tools and applications.
You can create your social media posts on the platform, add relevant or trending hashtags and upload files or media (images and videos) to your content. Once finished creating your content, you can select a date and time for the platform to publish your social media post for you.
It’s pretty convenient, right.
Streamlining the content creation process and managing your social marketing campaigns from a single location with social media management tools is easy.
It is crucial for eCommerce stores to arm with the right tool to handle the world of eCommerce marketing. You can choose from any three eCommerce marketing tools mentioned below.
Popular lead growth and email marketing service dedicated to bloggers, startups, enterprises, and solopreneurs, Mailmunch covers B2C and B2B niches helping these businesses grow their revenue.
Mailmunch offers to build email lists providing a variety of opt-in forms for multiple industry niches, nurture the leads with lead nurturing sequences, help lower the abandonment rate with easy-to-build autoresponders, promote new campaigns, and a lot more. Users can benefit from the email template library to easily personalize their emails.
Top-notch solutions offered by Mailmunch includes:
Is your audience thinking of boosting conversions? Beeketing offers a suite of smart marketing apps for online store owners to help generate their revenue and increase customer engagement. They track the customer behaviors and store sales data to develop the most personalized product recommendations and email marketing.
Therefore, they encourage customers to go through the sales funnel, increasing the conversions resulting in repeat purchases.
Known to embrace conversational marketing, Drift offers personalization and real-time conversations to make the buying experience easier, faster, and more enjoyable.
Conversational sales tell the users how a buyer is engaging with their product pages so that the retailers can connect with the target buyers. Drift focuses on aligning sales and marketing to unlock revenue for the clientele.
Now that you have learned about eCommerce marketing and what to expect from it, it is time you choose the eCommerce tool to upgrade your store. With a sizable list of tips to follow, you can grow your eCommerce sales big time.
eCommerce businesses have a plethora of marketing tools at their disposal. It turns out, Mailmunch outran others in terms of being user-friendly, generating higher ROI, boosting purchases, and a lot more.
Mailmunch helps you create unique email marketing campaigns that help bring forth the best version of your products and services to the audience. It’s time you leverage the email list for more than just discounts and sales. Make your customers feel welcomed into your family.
A bookworm and a pet nerd at heart, Summra works as Content Writer at Mailmunch. She loves to play with keywords, titles, and multiple niches for B2B and B2C markets. With her 3 years of experience in creative writing and content strategy, she fancies creating compelling stories that your customers will love, igniting results for your business.