The world of eCommerce has grown exponentially over the past decade, with more people than ever using online platforms to buy their favourite products. With an endless supply of customers from around the world and no need for a brick and mortar store, eCommerce provides business owners with a lot of inherent benefits.
To make the most out of any eCommerce site, there needs to be solid marketing to establish the brand and spread the word. Digital marketing is a different beast than traditional marketing, and eCommerce sites should learn to embrace these differences to really make an impact online.
Today, we are going to take a look at how to do digital marketing for eCommerce websites, including what digital marketing entails so you can roll out digital marketing tactics for your eCommerce site successfully.
How to do digital marketing for eCommerce websites: table of contents
- What is digital marketing for eCommerce websites?
- Digital marketing tools for eCommerce websites
i. Search engine optimisation (SEO)
ii. Seach enging marketing (SEM)
iii. Content marketing
iv. Email marketing
- How to do digital marketing for eCommerce websites
What is digital marketing for eCommerce websites?
Although the overall goal is the same, digital marketing is quite different from traditional marketing. Both forms of marketing aim to promote their brand, spread their message and funnel the right people towards their business. Things start to deviate when we talk about their methods for achieving these goals.
Digital marketing for eCommerce sites relies heavily on using an online platform, which makes sense because that is where you will find the eCommerce site! There are lots of different approaches to do this online, from social media to online content and search engine optimisation. We go through some of these methods in more depth below….
Digital marketing tools for Ecommerce websites
Search engine optimisation
Search engines are the main channel for customers looking to find products online, so it really benefits an online business if they are easily found on Google or Bing. Search engine optimisation (SEO) is a strategy that raises online exposure for eCommerce sites by improving their visibility when people search for relevant keywords on search engines.
There is a lot of effort and meticulous background work that goes into making an eCommerce site optimised for search engines, including SEO copywriting, so it is usually a good idea to enlist the help of a professional digital marketer for this task.
Search engine marketing
Although SEO works by making it easier for search engines to view your eCommerce site, it is search engine marketing (SEM) that is responsible for pushing your business to the top of the list in the search engine algorithms. There are multiple types of SEM, such as pay-per-click advertising campaigns and product placement campaigns.
In essence, SEM allows you to push your advertising to the top of related search engine results by paying for ad space. Most eCommerce sites will use Google AdWords for SEM advertising campaigns, as it is a direct line to the most popular search engine.
Content marketing is focused on establishing authority within your industry and creating useful, engaging content that search engines will love. As we have discussed previously, it is also a great way to build brand trust. It may seem out of the wheelhouse of eCommerce sites to offer advice or useful articles, but it really does help drive engagement and bolster your brand authority online.
As well as useful information, such as articles about the latest products in your store, content marketing looks to optimise the copy for search engines. This means content that is written to include product-driven keywords, as well as meta titles and other information for search engines to use.
Using emails to reach customers is perfectly suited to eCommerce sites, and it can be implemented to run automatically too. Emails are a direct line to customers, and if you have a solid mailing list available then email marketing is a perfect way to spread the word about new items, upcoming deals and events.
You can use automation to send out marketing emails across the globe at a predetermined time, as well as create drip campaigns to send out tailored emails to customers interested in specific products.
How to do digital marketing for eCommerce websites
With the principles of eCommerce marketing out of the way, we can take a look at how to implement all of these tools successfully in a campaign. We have outlined some handy pointers to help you roll out a successful eCommerce marketing strategy below…
Focus on a few strategies at first
There are countless approaches that you might want to take to effectively market your eCommerce site, but it is important that you successfully roll them out. Try to spend your early stages focusing on strategies that you can easily employ or that you think will bring the most benefit.
One of the first things you might want to focus on is boosting your online visibility through SEO. Take the time to really lay the foundation for solid SEO down the road, as this will offer you useful insights into what is and isn’t working. You can then bring these lessons into other aspects of your marketing strategy.
Use industry benchmarks to assess progress
It might feel like a strange new world, but there have been many other eCommerce sites that have been in the exact same position in terms of marketing. Use their experience to your advantage, and use the standard industry benchmarks to track your own progress.
Store Growers have a thorough list of metrics that you can use for your eCommerce site. There are lots of factors to consider depending on your aims, from click-through rates to sales conversions. Try to identify relevant benchmarks for your site and set your goals with those in mind.
Setting your eCommerce website up for success
Making an impact with your eCommerce site is all about how you spread your brand online. There are lots of tools and methods to help you achieve this, from content marketing to SEO practices that are geared towards improving your online visibility. With a well laid out marketing campaign, you can elevate your eCommerce site and reach the right customers to grow your brand and business.
Header image: Mark König