Ecommerce business is becoming a larger and larger portion of global retail sales. Experts predict that by 2026, online stores will be responsible for a quarter of all purchases. Thanks to the growing trend of customers turning to online shopping, ecommerce digital marketing strategies are quickly becoming the most effective way to grow your business.
The Importance of Ecommerce Digital Marketing
If you have an ecommerce store, it makes sense to use the marketing channels that live where your business does: online. Digital marketing strategies can expand the target audience of your marketing campaigns.
No matter what kind of business your ecommerce site conducts, being strategic about your digital marketing tactics can help build your brand awareness and increase your conversion rates. Let’s uncover some of our favorite ecommerce marketing strategies that can help you boost your online business.
Search Engine Optimization (SEO)
When you have an ecommerce website, the first step in the marketing process is to make sure your target audience can find your online store. (Sounds easy enough, right?) More and more businesses are making ecommerce websites part of their marketing efforts, making it hard for any one site to stand out.
Even if you have designed a great product (and a great online store to sell it), your ecommerce sales may still suffer. If this happens, your website likely isn’t standing out to the search engine’s algorithm. To get the most revenue from your online store, you need to reach as many potential customers as possible. Enter SEO.
How SEO Marketing Strategies Work
SEO marketing optimizes a website’s content and structure to place it higher on search engine result pages (SERPs). When a customer turns to Google and searches for a product or the answer to a question, Google’s algorithm determines which sites they will see based on which site seems the most relevant. This is determined by how similar and relevant the keywords on the website are to the Google search.
To be as visible as possible to your potential customers, you want to optimize the words you use on your ecommerce site so that the algorithm places you in the highest position on the SERPs. Ecommerce SEO marketing strategies research the most frequent keywords associated with a product and strategically use those keywords on the ecommerce website.
Finding High-Ranking SEO Keywords
There are two kinds of keywords used in SEO marketing: short-tail and long-tail. Short-tail keywords are very broad and match general search terms that consist of one or two words like “cars” or “used cars.” Long-tail keywords are more specific, such as “most durable used car” or “safest cars for family use.”
You want to make sure to have a mix of both on your ecommerce site in order to place high on the SERPs. While determining what terms your product’s buyer persona may use in a Google search can be effective in identifying some keywords, the most effective SEO marketing plans involve analyzing which terms are most important to the algorithm. There are marketing tools that can help ecommerce businesses with this, or even digital marketing agencies that specialize in SEO.
Content marketing is a great marketing strategy in its own right and can help with ecommerce SEO. In this digital marketing strategy, marketers produce and share content that is valuable or relevant to their target audience. Quality content can help build brand awareness and loyalty, as well as attract new customers to your ecommerce site on a regular basis.
Here are some of the best content marketing tools you can use to bring traffic to your ecommerce website in 2024:
Blogs are a great way to incorporate SEO keywords organically on your website and boost your placement on SERPs. Blogs also allow your target audience to get to know you better so you can establish your brand in a more personal way. Blogs allow you to provide valuable information that relates to your products or services so you can show off your expertise — all while promoting your ecommerce store.
Why not put a voice to your ecommerce brand to help it stand out? Like blogs, podcasts help build a relationship with your potential customers and create brand awareness. Releasing podcasts regularly helps bring consistent traffic to your website and gives you a ready-made audience to promote new products.
Producing and publishing your own videos doesn’t require too much technical expertise, thanks to the rise of social media platforms like TikTok and YouTube. Studies show that YouTube is an especially great way to grab a lot of potential customers’ time and attention. Statistically, in 2023, 122 million users visited YouTube every day and collectively watched more than 1 billion hours of content.
Pay-Per-Click Advertising (PPC)
Another ecommerce marketing strategy that goes hand-in-hand with SEO is PPC. For this marketing tool, advertisers pay a fee each time a potential customer clicks one of their ads. There are a few different marketing platforms and strategies for PPC marketing campaigns.
In the simplest terms and methods, PPC marketers create ads with chosen keywords to target. When someone searches that keyword, it appears at the top of the SERP. There are also PPC ads on social media platforms where marketers can define their target audience and related keywords. Then, their ad appears in relevant users’ social media feeds. When potential customers click the ad, they are taken to your ecommerce website or product page.
Since advertisers are only paying for the ads that users interact with, the pricing of this online marketing strategy is budget-friendly and a great way to reduce ad spend. Typically, PPC marketing tools often have a built-in method for collecting information on impressions and engagement rates, such as Google Analytics, so that you can easily track the success of your marketing efforts.
Digital Platforms for PPC Marketing
Here are some of the best platforms to use when designing a PPC marketing campaign for your ecommerce store:
- Google Ads
- Facebook Ads
- Twitter Ads
- LinkedIn Ads
- Bing Ads
- Amazon Advertising
When you purchase a PPC ad, make sure that you do your research and determine which platform your target audience is using. Different age ranges tend to use different social media platforms.
When it comes to search engines, you can’t go wrong with Google. Google is the largest search engine with the largest potential reach. There are approximately 5.6 billion searches on Google per day. Purchasing a PPC ad with Google is a great way to boost traffic to your ecommerce site.
Social Media Marketing
Like content marketing (and working well in tandem with content marketing), social media marketing can help you build brand awareness and loyalty. For this digital marketing strategy, you develop accounts for your ecommerce brand on the social media platforms your target audience uses.
Social media marketing allows you to directly engage and communicate with existing customers and potential buyers. It’s also a wonderful way to publish any content you create. Since users regularly share posts and content, this increases the reach of your ecommerce brand.
To further boost the social media presence of your ecommerce store, you can try influencer marketing. Similar to affiliate marketing, influencer marketing allows you to reach a larger audience of potential customers by borrowing the following of a prominent social media user.
For influencer marketing to be successful, it needs to be a relationship that works for both parties. Follower count isn’t the only thing to take into consideration. If the influencer’s followers aren’t your target audience and have little use for your product or service, it won’t lead to any new ecommerce sales. To find an influencer appropriate for your target audience, you can do your own research, join a platform that connects businesses to influencers, or hire a digital marketing agency.
Sending marketing materials right to your customer’s inbox is still an effective way to increase ecommerce sales. With advancements in email automation software, email marketing can increase revenue by easily retargeting users who have subscribed to your email list without complicating your workflow or straining your budget.
There are a few kinds of email campaigns that you can use in your ecommerce strategy. Simply put, they fall into two categories: bulk emails and targeted emails. A strategic use of both can help increase traffic to your ecommerce platform.
Bulk emails are sent out to a large number of subscribers at the same time. These emails can be scheduled ahead of time and sent through customer relationship management (CRM) platforms like HubSpot.
Targeted emails are sent to specific users that complete an action. This is a highly effective digital marketing strategy that uses email lists and email automation software. When a customer performs a specific action on your ecommerce website, they will receive a timed email in response.
Targeted emails make for a highly personalized customer experience and increase customer loyalty. It can also help you increase ecommerce sales by retargeting previous customers and reminding those who left your online store’s checkout without purchasing the items in their shopping cart. Targeted emails can engage potential customers at every stage of their purchasing journey.
Examples of Targeted Email Campaigns:
- Abandoned cart emails
- Welcome emails
- Re-engagement emails
- Upsell and Cross-sell emails
Get Help With Your Ecommerce Growth
These ecommerce digital marketing strategies can help direct a global target audience to your online store. If you aren’t a fan of social media or are unsure how to find the right keywords for SEO, you can always consider hiring expert digital marketing strategists to build your ecommerce brand. Connect with our digital marketing team today to get started.