How To Get Started on eCommerce Marketing

Luke Fitzpatrick

eCommerce Marketing is all about bringing marketing methods to the digital space. Like traditional marketing, eCommerce marketing is a way to strategize how businesses can attract customers, convert said customers into buyers, and build brand identity and awareness.

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One of the challenges of eCommerce Marketing is maintaining the consistency of your business's presence in the online market amidst the fast-paced changes in algorithms, strategies, and other emerging approaches.

So what will you need to jumpstart your eCommerce marketing experience? Here are the elements you need:

ECOMMERCE WEBSITE

Focus first on creating a platform where your online customers can go. Building an eCommerce Website is the most basic way to show the kind of impression you want to make to your potential customers.

Make sure your website is up and running all the time properly. Downtime can cause significant revenue and customer losses. Sign up for an uptime monitoring service to get alerted as soon as your website comes across any issues so you can address them immediately.

Create custom content to give the impression you want your customers to have about your brand. Make your website align with your brand identity and voice through the imagery, colors, and language; this is how you can keep your uniqueness in a competitive market. Instead of using stock photos and videos, try going the extra mile with producing your media. This move makes your brand more memorable and also believable.

Now that you've caught their intention, the next thing to focus on is to keep them engaged. To keep your customers on your website or Amazon FBA business, have clear payment policies, product returns, and exchanges, and ensure easy navigation. Consider the "3-click-rule". The 3-click rule suggests that the customer should be able to find the information they need with a maximum of 3 clicks.

SEARCH ENGINE OPTIMIZATION (SEO)

You've put in all the effort to create a great website; now it's time to put it on the map by optimizing it for SEO searches. Find the keywords and phrases your projected audience will use to search for your product. Including them on your website will help you rank higher on search pages. Aside from being easily seen, it is also important to remember that there is more credibility and trust when your website is on the first page of a search engine.

CONTENT MARKETING

Blogging is one of the most effective ways to boost your website's traffic through organic searching. Blog posts usually provide information about the products and services you offer. Be creative by adding insight into your brand and target audience.

Let's say you're in the organic food and beverage industry. Aside from writing about the benefits of your products, maybe you can share recipes. If your target audience is employees, try writing a blog entry like "5 Superfoods That Keep You Focused and Energized The Whole Day". You can then add checkout links to the featured products. The possibilities are endless; this should come as a breeze when you know your brand and audience very well.

Aside from blog entries, marketing through content can also be done by posting customer reviews on your website. Doing so makes your customers feel appreciated and encourages more curious and potential customers to purchase what you are offering.

SOCIAL MEDIA MARKETING AND MANAGEMENT

Engagement is also necessary for eCommerce marketing, and the best way to do that is by using social media platforms. Facebook, Instagram, Tiktok, LinkedIn, Twitter, and Youtube open up unique spaces for engagement. Determine which media (interactive video, photo, text, live streams) works best for your offer and see which platforms are most efficient for your chosen media. Instagram and Tiktok may be the best for you if you provide a health and wellness service since these two platforms have a broad audience reach for video content. If you're a business offering virtual assistance training, frequently posting on LinkedIn catches the attention of audience members looking for VA jobs.

To make the rollout of your content more streamlined, especially if you're using multiple platforms, consider using social media management tools like SocialBee for efficiency and higher lead generation.

Using these platforms as an extension of your main website helps uphold the impression you have established in the digital market.

EMAIL MARKETING

Did you know that the subscriptions you get in your inbox are part of eCommerce email marketing? Email marketing allows you to create more personalized content and promotional campaigns that improve sales and increase traffic to your website and social media platforms. It is also a great way to distribute surveys and garner feedback from your media and contact lists, ensuring you prevent spam emails from entering your customer's mailboxes.

Several email marketing tools give insights into the kind of people you are reaching. Attrock, an email marketing service provider, can help you carry out an entire campaign, from email list building to tracking and reporting. It even has an A/B Testing feature that allows you to find the perfect combination content-wise to get higher ROI from your email marketing campaigns. With all this data, you can create more intentional content that provides more value to your audience's wants and needs.

MONITOR EVERYTHING

It's good that different project management softwares, content schedulers, task managers, email account management tools, and social media monitoring programs are now accessible to anyone starting an eCommerce business. These programs help make this entire experience more manageable, structured, and fun for you.

It's only seemingly overwhelming at the start, but diving into these various types of eCommerce marketing guarantees success in your business. We promise it will all be worth it.

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Academic Speaker | Freelance Journalist | I have contributed to a variety of publications such as Forbes, Tech In Asia, and The Next Web. I cover a variety of topics ranging from fintech, big data, AI, blockchain, to lifestyle and breaking news stories.

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