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How to market my ecommerce business in 9 steps

Whether you’re a new online business or want to boost your presence and sales, it helps to have an ecommerce strategy in place.

Ecommerce marketing might seem hard if you’re new to it. But it doesn’t have to be. By focusing on the right activities, you can build an effective ecommerce marketing strategy that gets results and boosts your brand’s awareness. If you’re looking for ‘tips for how to market my ecommerce business’, then we’re going to show you a 9-step process. It’ll cover finding your ideal customers, building an engaging brand identity and creating a strategy that pulls buyers in.

Table of contents

  1. How to market my ecommerce business in 9 steps
    1. Understand the market and your audience
    2. Work on your brand identity
    3. Optimise your online content
    4. Create a blog
    5. Implement PPC advertising
    6. Use social media marketing
    7. Consider affiliate marketing
    8. Consider influencer marketing
    9. Use email marketing effectively
  2. The takeaway

How to market my ecommerce business in 9 steps

Find out how to market your ecommerce business with some simple steps:

1. Understand the market and your audience

Person looking at data - How to market my ecommerce business - Copify blog

The key to successful marketing is understanding where you fit in the market and who’s going to buy from you. So how do you start? First off, take a look at your competition. What are their strengths and weaknesses? Are there any ways that you can improve upon their offerings? Do they have something that you don’t and vice versa?

Once you’ve taken all of this into account, it’s time to start thinking about your USPs. How YOU can stand out from the crowd. What makes YOU different from everyone else out there selling similar products.

Next, work out who has a genuine need for your products. For instance, if you sell homewares it’s likely you’re targeting a diverse demographic, but if you sell yoga pants, you’re more likely to be targeting a younger, female demographic. All of this matters because it dictates how you brand yourself.

2. Work on your brand identity

Think of your brand identity as your business personified. It’s the way you want to be perceived by customers. Your brand identity is what they think of when they hear your name or see your logo or visit your website. It’s the voice you speak with and the words and images you use. Maintaining a successful online store means having a consistent brand identity across all channels—the way you look to customers should be the same across all mediums: website, social media, packaging and even internal communications within the company (like email signatures).

Read More: How to build awareness of your brand

3. Optimise your online content

Once you know who you are and what you offer, it’s time to overhaul your web content. Ecommerce sites live and die by the quality and usefulness of their content. There’s usually no physical shop to pop into, so you need customers to make a decision there and then.

Optimising your web content could include the following activities:

  • Making sure your product descriptions are targeted for the product’s keywords and they sell the benefits
  • Making sure your products are well categorised and easy to find
  • Adding explainer videos or tutorials for high-value or technical products
  • Using well-shot images of your products from a range of angles
  • Having well-written landing pages that customers can go to answer any questions about your service, including delivery and refunds

4. Create a blog

Person typing on laptop - How to market my ecommerce business - Copify blog

Now your website is up to scratch, you need to create a blog. A blog will go hand in hand with your static website copy to help you become more visible in search results. You can do this by creating posts on topics your target buyers are going to want to read, such as:

  • Trending products
  • Buying guides
  • Gift guides
  • Product reviews/features
  • New product announcements
  • General interest posts around your products (such as the best festival clothes if you’re an online fashion retailer)
  • Posts about your company values and causes you support

Using targeted keywords in your blog post titles, content, meta descriptions and headers is key to success with a blogging strategy, alongside linking to your relevant products.

Read More: How to create a keyword strategy for SEO

5. Implement PPC advertising

Now you’ve done the hard work with your organic search activities, it’s time to give your audience (and the search engines) a nudge. PPC advertising is a great way to get your product in front of potential customers, especially if you’re new to the market.

With PPC campaigns, you can bid on certain keywords and create targeted ad posts that get placed at the top of the search results. You can also target them by location and demographic to make sure that the people who see your ads are interested in what you’re selling. It does require an investment of money, but you can be flexible with the amount of budget you set and switch it on and off easily.

While we wouldn’t advocate solely going for a paid search strategy, it is beneficial to gain brand awareness and deliver traffic when paired with organic strategies like publishing quality content.

6. Use social media marketing

Social media is an amazing tool for small businesses and individuals, but it’s also a great way to market your products and services. You can use Facebook, Instagram, Twitter and other platforms to connect with potential customers, promote your products and share information about your business. The platforms that will work best for you depend on your target audience and where they like to spend their time.

Here are some ways you can use social media:

  • Post inspirational photos of the products you sell
  • Create a hashtag campaign for your brand or product line
  • Share links to your buying guides, explainer videos, blog posts and more
  • Answer questions from followers regarding your products
  • Tease new products and lines to drum up interest
  • Run contests and giveaways to spike interest
  • Start conversations with your customers or jump into ones already happening
  • Run polls to get feedback from your customers

Read More: Why is social media an important part of inbound marketing?

7. Consider using affiliate marketing

Working with affiliate marketers is a great way for ecommerce businesses to get exposure. Here’s how it works: You find a blogger who is interested in writing about your product, and you give them a commission when someone makes a purchase by clicking on the link in their blog post.

This form of marketing means that instead of paying for clicks from people who click through without intent to buy, you’re getting targeted customers who are already looking for what you’re selling and have converted. Think of it like stocking your product in another’s shop.

8. Consider influencer marketing

Person on social media - How to market my ecommerce business - Copify blog

Another angle to explore is to consider working with influencers—those who have some standing with your target market and will happily promote your product to their audience because they believe in it. This might not work for all ecommerce businesses, but it’s ideal for those who make their own products and want to build brand awareness.

9. Use email marketing effectively

Email marketing is a great way to reach your customers. It’s also a great way to drive sales, build relationships with your customers and get feedback from them.

To make the most of email marketing in ecommerce, your emails should be short and sweet and only sent occasionally. Feature an unsubscribe button at the top so customers can opt out whenever they wish, and make sure you follow the correct data protection standards at all times.

You can also use email marketing to send specific offers and product features that you think will benefit them based on their buying habits, as well as general content from your blog.

Start marketing your ecommerce business today

As you can see, there are many things that you can do to make sure your ecommerce business is as successful as possible. Some of these activities can be done for free, while others involve a monetary investment. Of course, it all takes time and skill, so you may want to think about working with a copywriting company or marketing agency that can help.

✏️Want to delve deeper? Find out how to write an ecommerce marketing plan in 7 steps


Header image: Brooke Lark

Embedded images: Firmbee.com, Sincerely Media, Erik Lucatero

Wendy Woodhead

Wendy is the Account Director at Copify and a qualified copywriter and proofreader. She has spent six years copy editing and copywriting for B2B and B2C clients and has experience in freelance and in-house arts marketing and digital content creation. Wendy likes to write about language and literature, digital marketing, history, current affairs, and arts and culture. In her spare time she enjoys yoga, reading and writing fiction.

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