- July 15, 2021
- Posted by: Tanu Shyara
- Categories: Ecommerce Marketing, Email, Marketing
With every ecommerce marketing operation now taking place online, it can be difficult to differentiate between the different types of digital marketing used by today’s people. Take ecommerce marketing, for example – what is it and how does it compare to practices like social media, content, search engines, and email marketing?
Ecommerce marketing and digital marketing are not mutually exclusive. Ecommerce websites can use all the above mentioned digital channels to promote a product and grow their business.
What is Ecommerce Marketing?
Ecommerce marketing is the act of raising awareness and action for a business that sells its product or service electronically. Ecommerce marketers can use social media, digital content, search engines, and email campaigns to attract visitors and facilitate online purchases.
Before we go into more detail about what ecommerce marketing is and how to apply your own strategy, let’s review the definition of ecommerce advertising and the similarities of advertising with marketing for an ecommerce business.
Just as advertising falls under the umbrella of marketing, ecommerce advertising falls under the umbrella of ecommerce marketing and when used together, you can help your audience members increase conversions and improve brand awareness. Huh. have the ability to reach them more effectively.
As explained in our definition above, ecommerce marketing is all about creating awareness and taking action for your product or service.
Meanwhile, ecommerce advertising includes the ways through which you actually promote your product. In the context of online or ecommerce marketing and sales, these ads can come in the form of display ads, banner ads or rich media ads.
The key point here is that ecommerce advertising is a highly effective way to focus your product or service promotion when developing an ecommerce marketing strategy.
Now, let’s get back to our in-depth discussion about e-commerce marketing:-
Types of Ecommerce Marketing
To get an idea of what an ecommerce marketing strategy looks like, here are some common marketing channels and how you would use them to build an online store.
Social Media Marketing:
Brands, publishers, contractors and growing businesses all launch Pages on today’s most popular social networks to connect with their audiences and post content that interests viewers. As an ecommerce marketer, you can do the same thing, but the campaigns you run may look a little different, and not every social network is a good fit for your needs.
Ecommerce websites are highly visible, after all you have to show the product, so your success on social media depends on your use of imagery to drive attention and traffic to your product pages.
Instagram is a suitable platform for ecommerce businesses as it enables you to post sharp product photography and expand the reach of your product beyond its purchase page.
You can take your social media posts a step further by creating purchasable content, which is content that enables visitors to buy instantly.
When you hear “content marketing,” you may think of blogging and video marketing content that aims to improve your website’s ranking in search engines and answer questions related to your industry. But if you’re selling a product online, do you really need articles and videos to make a transaction happen? you must do it.
Here are some ways to use content to market your ecommerce store:
Optimize your product page copy:-
Optimize your product pages for short, product-driven keywords that include the product name. If you sell wedding dresses, for example, a Google search for “brown bridal dress” is more likely to yield a product page similar to yours if you include that word on the page. Also, make sure that your page title, header, and image’s alternative text are focused on the correct keywords so that search engines know to return your ecommerce store for the correct query.
Write relevant blog posts:-
If you manage an online wedding dress store, writing a blog post about “how to plan a wedding” can attract everyone involved in wedding preparation, no matter where they are in the planning process.
As visitors become more engaged, you can create posts with them in mind, like “How to choose the perfect wedding dress,” and turn them into leads, like a downloadable “Wedding Planning Checklist.”
Create guest posts for external websites:-
Guest posts can expose you and your products to a relevant audience (often for free). Submitting a guest post will help you gain more domain authority for your ecommerce site, letting search engines know you have a trusted site.
You have to search for sites that rank for keywords related to your product. Sometimes you won’t even need to create a whole post. If a site already has a related post, offer to expand on it by providing additional context, such as a video or infographic with a link to your site.
Put product-related videos on YouTube:-
YouTube has over one billion active users. Chances are your target audience is somewhere. It is also the second largest search engine after Google. If you’re looking for a huge, captive audience, YouTube is where you’ll find it. Use highly searched keyword terms to determine your topics, then share videos that are related to your product and helpful to your audience.
Include a keyword-driven FAQ section on your website:-
If your audience is asking questions related to your product, you should answer them. Create FAQ pages on your website with answers to high-volume, long-tail keyword searches to attract users to your site. You’ll build both authority and traffic two important components of a successful ecommerce store.
Search Engine Marketing:
Search Engine Marketing (SEM) includes both Search Engine Optimization (SEO) and paid advertising. While SEO depends on your knowledge of Google’s ranking algorithms for optimizing content, SEM can include pay-per-click (PPC) campaigns, display campaigns, or product-specific advertising campaigns (think Google Shopping). Which allows you to pay for top spots on search engine results pages.
On Google, PPC campaigns guarantee that potential buyers will see a link to your page when they enter a search term that matches the terms of your campaign. But because you are paying Google every time someone clicks on your result, you should be paying more.
This is why ecommerce marketers often register with Google AdWords and promote their product pages through PPC campaigns.
Email marketing is one of the oldest forms of digital marketing, and believe it or not, it holds distinct value in the world of ecommerce marketing.
The best thing about email marketing? It can be automated. Automation means you can set up a successful drip campaign for customers that are segmented by interest or stage in the buyer journey and let your email campaign do its magic. It’s one less marketing strategy you need to worry about with your long list of tasks.
Still, it’s important that you check your email list carefully so that you can build trust among your leads. At a time when data privacy is high on an Internet user’s priority list, not every commercial email is welcome in that user’s inbox. Ecommerce marketers need to be careful when and how they add website visitors to their mailing list.
Here are two ways e-commerce marketers use email marketing:-
Post purchase Follow-up:-
If a user has already purchased a product from your website – and has agreed to receive an email from you during the checkout process, sending a follow-up email a few days after the product is delivered continues the conversation and your product is on its own.
Follow-up after a purchase also shows that you care about them beyond the sale and that your company is interested in their success using your product. This gives you an opportunity to get feedback on their buying experience, which, in turn, helps you reduce friction for future customers.
The abandoned shopping cart:-
Users abandon their shopping carts for a variety of reasons, and it’s possible to diagnose the problem and move your business between an email purchase and a lost customer. We’ll cover ways to reduce shopping cart abandonment below.
If a website visitor fails to complete a transaction in your shopping cart, consider sending them a polite email to complete the checkout process, offer assistance, or recommend other related products. To get their attention back on you and their browser. Go back to your ecommerce store.