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    The Best eCommerce Marketing Strategy Tips for Your Online Store in 2020

    More than 85% of consumers conduct online research before purchasing a product. Millennials and Gen X-ers are the largest online shoppers, with 67% of millennials and 56% of Gen X-ers choosing online shopping as opposed to brick-and-mortar stores.

    Despite the huge consumer-base, many eCommerce businesses find it difficult to increase conversion rates. The reason – lack of a well-thought-out eCommerce marketing strategy.

    So, what’s an eCommerce marketing strategy and how do you decide what works for your business?

    Simply put, an eCommerce marketing strategy is a roadmap of what the business wants to get done using the available online marketing platforms. Every business has unique requirements, hence, the strategy varies for every business.

    In this article, we’ll explore the core components of a good eCommerce strategy that’ll help your business attract, engage, and convert customers.

    Excited? Let’s get started.

    Your New Strategy

    The foundation of a good eCommerce marketing strategy begins with identifying your goals and objectives. This is followed by defining the target audience or creating buyer personas. Once done, you need to start deciding the required content marketing strategies to connect with your customers.

    Having a strategy will save you from committing mistakes and getting derailed from your objectives. An eCommerce marketing strategy doesn’t have to be complex or lengthy, either. It simply just needs to cover the key aspects.

    To make things easier for you, we’ve broken the entire process down into smaller chunks.

    Identify Your Goals And Objectives

    Begin by answering a few questions. This will help you gain a clearer picture of what needs to be done to achieve your objectives. 

    • What’s the mission of your business?
    • What problem does your product(s) solve?
    • What are your long-term and short-term goals?
    • How do you want the sales process to look?

    Once you have answers to these questions, move on with the next step of defining your target audience.

    Who Are Your Customers?

    One of the most important aspects of a result-oriented eCommerce marketing strategy is knowing who your customers are. For starters, please understand that not everyone is going to buy from you. Hence, you have to identify a specific group of people who are interested in your product niche.

    How do you do it? Start by uncovering the answers to the questions listed below:

    • What is the age group of the target audience?
    • Where are they located?
    • What is the common language all of these users speak?
    • What are the buying patterns and spending power of these customers?

    When you have answers, you’ll exert better control over the marketing strategy. It’ll allow you to create content that resonates with the targeted audience, making it more straightforward for you to increase queries and conversions.

    Content Marketing Strategies

    Content marketing is a marketing strategy focused on creating, publishing, and delivering content online for a targeted audience. Blogs, social media posts, videos, and more are all part of content marketing. All of these aren’t created just to sell products only, but to also educate potential customers.

    A lot of eCommerce brands have mastered the art of content marketing. With quality content in place, you’ll find it easier to raise awareness and improve brand reach. Besides, you’ll also be able to gain better search result visibility, translating to more organic traffic for your website.

    You can use content marketing for:

    • Increasing brand awareness
    • Generating more organic traffic (better SEO ranking)
    • Positioning yourself as a thought leader (help and advise users)
    • Improving social media reach
    • Driving more sales

    So, what type of content should you create?

    The best approach is to create a ton of mixed content in the form of blogs, videos, images, and GIFs. You don’t have to try too hard to sell your products, just keep informing and educating the targeted audience. Here are some best practices for building an eCommerce content marketing strategy:

    • Create evergreen content (buying guides, tutorial videos, product reviews)
    • Don’t just post content, distribute it across platforms
    • Talk about other products as well, even if you don’t sell them (something that your customers may find useful)
    • Use consistent branding for every type of content that you create
    • Leverage visual content (infographics, images, gifs)
    • Promote user-generated content
    • Be original

    SEO

    For search engine optimization (SEO) you can either use free tools like Ubersuggest or opt for paid tools like Ahrefs. Another good idea to learn about what users are searching for is Answer the Public. You can use it to find out different variations of a word.

    The volume signifies how many times the word is searched on Google. Export the list and select the best options related to your product or niche. Then, use these moderately across all of the content you produce. The key is not to overstuff keywords, as this can harm SEO rankings.

    PPC

    The greatest benefit of pay-per-click (PPC) advertising for eCommerce is the ability to reach shoppers who are searching for what you’re offering. eCommerce PPC advertisements aren't like other digital ads where you pay for space in someone's paper, magazine or TV screen. Instead, you’ll be leveraging highly targeted online ads.

    Refer to this example for the search term “coffee mugs”:

    UX

    Most eCommerce websites overlook this aspect. User experience commonly referred to as UX, is one of the primary reasons for an abandoned cart or a higher bounce rate. Even if you have a lot of good content, it won’t help much unless the targeted users find it easy to browse through the website.

    It’s important to maintain a blazing fast loading speed, navigation menu, filters, non-intrusive pop-ups and opt-ins, and other extensions/plugins that makes the buyer journey shorter, engaging, and easy.

    Referral

    Referral marketing has a huge potential in increasing conversion rates, but businesses mostly miss out on using this for their benefit. You can connect with existing buyers and ask them to share views on your products, the customer service experience, and many other aspects. Alternatively, you can also run referral campaigns. Not only will it increase brand reach, but it will also bring in volumes of extra traffic and sales.

    Social Media Marketing Strategies

    If you include social media within your eCommerce marketing strategy, your brand will see a huge boost in sales. There are a lot of options to try, but here are the tried-and-tested social media marketing strategies designed to help you stand out from the competition.

    Facebook & Instagram Ads

    Other than the regular posts, it’s a good idea to run paid ads on Facebook and Instagram now and then. Both of these platforms have a huge number of monthly active users, and paid ads make it easier for eCommerce brands to micro-target the right customers.

    You’ll have the option to filter your audience by the smallest details, thus, ensuring that you get a higher return on investment. When running ads, make sure to use high-volume hashtags, and good-quality images along with short and snappy texts to attract buyers.

    Twitter

    eCommerce businesses can use Twitter to raise awareness and interest in their products before promoting a sale. You can build a network of like-minded individuals, thus adding more potential buyers to your sales funnel. Use the right hashtags, follow and share content related to the niche, and be consistent.

    Pinterest

    The sponsored pins on Pinterest provide another great way to drive referral traffic to your eCommerce store. This platform is not utilized by most eCommerce brands, although it has huge potential. 

    Most of the users on Pinterest are at the bottom end of the sales funnel and have more disposable income. These potential buyers use the platform as a shopping guide. Hence, you can boost your sales figures by pinning content on Pinterest.

    LinkedIn

    This isn’t necessarily the best destination for selling goods vis-a-vis eCommerce, but there’s no harm in trying, especially when it comes to selling services like classes, eBooks, and other digital-only products. After all, your buyers are people who have disposable income and there’s no better place than LinkedIn to find prospects who are earning. This is more of a networking platform, but eCommerce businesses can increase their authority by posting useful content including how-to guides, reviews, and more.

    Snapchat

    Snapchat recently rolled out the dynamic ads option for eCommerce. It offers a brilliant ad platform for businesses to promote their products and has some distinct features that you won’t find on any other platform. Try out the Story Ads, Snap Ads, and Collections to determine which one works best for you.

    Influencer Marketing

    This relies on using social media influencers to deliver your brand’s message to a larger market. These influencers have a huge list of followers, and using them means you gain access to an existing audience without much effort. With the right influencers promoting your products, it gets easier to generate more brand engagement and sales.

    Email Marketing

    More than 91% of users check their emails daily. That’s a huge chunk, right? Email marketing, if done correctly, will boost the conversion rate.

    To be more precise, email marketing involves sending emails to your audience to let them know of new products, ongoing and upcoming offers, new promotions, and even updates about the industry. To get started, you’ll need an email list, an email address, and an email platform.

    Build your email list by offering opt-ins, segregate users per list, and create personalized emails for each list. Create an email body, the subject line, the related landing page, and start sending emails.  Just be careful not to send too often or too irregularly to ensure consistent engagement.

    Optimize for Mobile

    More than 62% of users access the internet using their mobile devices. Even Google recently stated that it displays mobile-friendly pages in search results. With more and more users shopping on their smartphones, it’s become extremely important for eCommerce businesses to ensure that their mobile experiences are compatible across devices and browsers. You can even build an app to make it easier for buyers to order from your store.

     Retargeting

    You can’t expect people to buy the first time they visit your online store. Sometimes it takes five or more visits before a user purchases a product. Bringing the window shopper back to your store is where retargeting comes to your rescue.

    Retargeting uses cookies that are put on the user’s device to show them additional advertisements for your brand. For instance, if a customer spent time browsing your store for a pair of unisex sneakers, showing them an ad for the same thing sometime later might convince them to reopen your website and think again.

    You can use retargeting to upsell and cross-sell products to existing customers, lower the cart abandonment rate, reconnect with your top buyers, and strengthen relations with your customers. However, make sure that you use retargeting ads sparingly or you might risk annoying your prospects.

     Technical Ecommerce Strategies

    Two other technical marketing hacks for eCommerce businesses are push notifications and virtual reality (VR). Both are comparatively new techniques that can help you engage the audience, which in turn will boost conversions.

    Push notifications are a great way to send updates to users about new arrivals, price drops, and other day-to-day happenings.

    For example, a customer added the pair of unisex sneakers to the cart, then abandoned it. You can use push notifications to let the user know that there is a price drop on the product they had previously added to the cart. Since the notification is sent to their mobile device, it increases the chances of the customer engaging with it, and purchasing the product.

    Another strategy worth exploring is virtual reality viewing. Every customer likes to understand the look and feel of a product before they buy it. VR makes it easy for an eCommerce business to provide customers with a physical in-store experience directly from their device.

    They can check different colors, angles, and the tiniest details from the comfort of their homes. It ensures that users get a better experience of the product, thus increasing the chances of converting leads to sales.

    CONCLUSION

    As mentioned, every business is different so marketing strategies need to be too. eCommerce businesses need to realize that for every product there is a buyer. All you need to do is display the products in the right places and at the right time.

    The strategies elaborated upon above are commonly deployed amongst most eCommerce businesses. If you want to increase conversions, you must invest both the time and effort towards building a strong eCommerce marketing strategy and an accompanying digital footprint.