March 23, 2020

Ecommerce Marketing: Growing Your Online Business

Ecommerce marketing is becoming more varied by the day as companies find their target audience. This is your guide to understanding ecommerce marketing.

The worldwide eCommerce market is expected to reach over $4.2 trillion this year. Are you getting your slice of that pie?

Yes, the world of eCommerce is full of tough competitors, but don't assume they're beating you because of their prices. It may simply be that customers don't know about you.

That's why a well-defined and diverse eCommerce marketing strategy is so critical: with so many competitors, you need to stand out.

The #1 Key to ECommerce Marketing Success

There is no simple step-by-step technique for eCommerce marketing. It's as much of an art form as it is a science. There is, however, one ultimate principle: you need to have a data-driven, professionally-designed strategy that combines multiple marketing channels.

This is why it's so important to hire marketing experts with an express specialty in eCommerce marketing. Our team focuses exclusively on eCommerce marketing and has insider knowledge to develop a customized strategy for your business.

We'll explore your own current performance data, your target audience, and your competitors. We combine that information with our keen marketing sense and understanding of the various marketing channels.

The result is a detailed, well-planned marketing strategy that uses a wide range of channels to get you the best brand awareness and conversion rates for your budget. Not only will you get exposure on many channels, but each channel's campaign will be optimized to reach the audience you want to target.

Top Strategies for ECommerce Marketing

When it comes to marketing, variety is king. Your strategy needs to involve several different platforms so you're reaching a wide range of people and becoming a household name. These are a few of the top platforms your marketing specialist may recommend.

1. Website Revamping

A strong website is important for any business. For eCommerce, though, it's your most vital asset.

You need your site to instill confidence in your customers. It should look modern and brand-specific so they know you're keeping up with the times.

Usability is critical as well. Your site should be easy to figure out, even for computer novices.

On top of this, it needs to run efficiently and smoothly so customers don't leave the site out of frustration. 47% of users expect a site to load within two seconds and are likely to leave if it doesn't.

2. Video Marketing

Videos are popular and engaging no matter who your target audience is. As with many other marketing strategies, variety is vital.

Post videos on your website as well as on other sites like YouTube, Vimeo, and social media platforms.

Incorporate variety into the video content as well. You can film product demonstrations and tips. Create vlogs about subjects related to your industry, like skincare tips for an eCommerce site selling skincare products.

Behind-the-scenes videos are popular as well, giving customers a peek into your daily work. They make customers feel more invested and connected to your business and brand.

3. Social Media Advertising

We don't need to tell you how popular social media is for your audience, so why not take advantage? Advertising on social media lets you reach customers on a platform where they're already spending a lot of time.

One of the trickiest aspects of this is choosing the right platforms. Each social media platform has its own primary demographics, so choose the ones that your audience uses most.

You also need to use the right types of posts to meet your audience. In today's world, videos are a critical element. On Facebook and Instagram for instance, two of the most impactful social platforms for advertising, videos are more likely to reach your users.

Pinterest is an especially helpful platform for eCommerce sites. Customers often use Pinterest to shop and gather ideas. You can capture customers' attention with a great photo, and it's easy for them to click through the link and buy your product.

4. Search Engine Marketing

When you want to start shopping for something online, where do you go first? You probably start with Google or another search engine.

As an eCommerce business, you can capitalize on that knowledge by investing in search engine advertising. The most popular choice is pay-per-click advertising through Google Ads.

By targeting the right keywords and the right users, your ad will look like the first search result, attracting customers to click through and make a purchase. Even for those who don't convert, they'll see your name and start getting familiar with your business.

5. Google Shopping

While some people consider this a type of search engine marketing, it's so critical for eCommerce that it deserves its own mention.

Google Shopping is one of the ways Google tries to streamline its users' experience. When users are searching for an item they want to buy, your site needs to be among those snippets that appear in the Google Shopping section at the top of their search results.

Getting your snippet into Google Shopping results is trickier than it sounds. An eCommerce marketing expert can employ the SEO strategies, image principles, and other techniques you need to use to land in those coveted Shopping spots.

Jumpstarting Your ECommerce Marketing

Doing business in eCommerce instead of a brick and mortar store is bittersweet. On one hand, you can attract customers from all around the world. On the other hand, you're also competing with businesses from all around the world. It's crucial for your brand to work with specialized eCommerce agencies to achieve your desired goal.

In such a competitive environment, your eCommerce marketing is a critical way to stand out. Your products and your service will build loyalty, but you have to bring in a customer first before you can earn their trust.

For more help with your marketing, call our experienced marketing specialists today.

Michael Chammas

Founder & CEO - Makro Agency