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Ecommerce PPC Strategies For Maximum Sales Growth
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Black Pearl Matrix
The Best E-commerce Marketing Strategies That Will Make You Sell Big:
- Search Engine Optimization (SEO)
- Content Marketing
- Use Google Shopping
- Paid Advertising
- Social Media Marketing
- Omnichannel Marketing
- Sell Directly on Social Media
- Retargeting and Remarketing
- Marketing by Referrals
- Influencer Marketing
To make an E-commerce business successful, you need to market it properly. For that, you need well-planned E-commerce marketing strategies.
If done well, E-commerce marketing will make it easier to engage potential customers, increase website visitors, and promote a brand’s reputation.
Let’s find out the best E-commerce marketing strategies for optimal conversions and sales.
Index
1- The Objective of Marketing for E-commerce
2- Developing a Solid Marketing Plan for E-commerce
3- Know your Target Audience: Why is it Important and How to Do It?
4- The Main Marketing Strategies for E-commerce
5- Frequently Asked Questions About E-Commerce Marketing Strategies
6- Conclusion
1- The Objective of Marketing for E-commerce
Marketers use E-commerce marketing promotional strategies to drive traffic to an online store. The ultimate goal of E-commerce marketing is to convert website visitors into repeat customers to get more sales.
There are two main types of E-commerce marketing activities – direct and indirect.
Direct marketing includes promotional activities that encourage customers to purchase products, while indirect marketing activities aim at intangible benefits such as brand awareness and customer loyalty.
Creating a successful E-commerce marketing plan requires that both types of activities are properly implemented.
2- Developing a Solid Marketing Plan for E-commerce
Developing an e-commerce marketing plan involves setting measurable goals and taking actionable steps to achieve them within a given period of time.
Whether it’s generating traffic or increasing sales, make sure your goals are achievable. Consider using the SMART goals framework to establish a well-defined endpoint.
After identifying business goals, create tangible marketing tactics for each one. For example, you might want to start building authority in your niche to attract potential customers and increase sales.
Make sure you have a clear marketing timeline to chart the growth of your business and the success of each campaign.
3- Know your Target Audience: Why is it Important and How to Do It?
To launch an effective e-commerce marketing campaign, you need to know your target market.
You can do this by collecting important information about your target audience:
• Demographics – This information includes the age range, gender breakdown, salary and location of your target audience.
• Psychography – Psychological attributes consist of interests, lifestyle choices and opinions.
This information will help you create a buyer persona – a fictional representation of your target consumer. You can browse product forums and customer reviews to find out more about your ideal buyers.
Having up to five buyer personas will ease the brainstorming process, allowing you to come up with effective strategies and tactics for optimal conversions.
The next step is to brainstorm the e-commerce marketing tactics that best appeal to these people.
For example, a healthy, low-calorie juice brand has two buyer personas. Customer A (Tim) is 16 years old and loves to skate, and Customer B (Tina) is 23 years old and has just started her first job out of college.
A great marketing tactic to attract Tim would be to create fun and energetic challenge content on Instagram or TikTok. On the other hand, Tina would be more likely to buy your drink if you highlight its health benefits.
After planning possible marketing tactics to target each persona, you need to test them with a real audience. Take a look at social analytics, conduct customer surveys and focus groups, or perform classic trial and error to analyze the result.
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4- The Main Marketing Strategies for E-commerce
Take a look at the following E-commerce digital marketing strategies that you can use to reach your conversion and sales goals.
1. Search Engine Optimization (SEO)
SEO is a popular e-commerce marketing tactic that focuses on improving a website’s visibility on search engines.
With so many websites circling the web, it takes a lot of effort to rank in search engine results pages. SEO helps make this happen by driving organic traffic to your online store and increasing sales and conversions.
The following are some factors that search engine algorithms consider when compiling search results:
• User experience. Since search engines generally don’t recommend slow and insecure sites to their users, optimize your site for speed and implement SSL security on it.
• Relevance. This factor is related to how your site’s content aligns with search. Implement relevant keywords throughout your online store and produce high-quality content to improve your searchability.
• Authority. Search engines only recommend trusted sites. You can collaborate with other sites in your industry and create backlinks to increase credibility.
2. Content Marketing
Content marketing is centered around creating valuable and consistent content that is relevant to a specific target market. Some of the activities include creating blog posts and social media content, as well as carrying out email marketing for E-commerce.
Content marketing is highly effective in building trust and establishing your brand as an industry leader as it creates direct communication with consumers. The more valuable your content is, the more likely it is to nurture a strong customer base.
While content marketing can be done on a minimal budget, this e-commerce marketing tactic requires consistency, dedication, and creativity. That said, the results might not be as instantaneous as other marketing efforts on this list.
3. Use Google Shopping
Google Shopping displays products from sellers who have chosen to appear on this Google service. Offers are displayed based on keyword relevance and other search activity.
Google also uses a program called Google Customer Review to show shoppers’ opinions of featured products.
It’s an easy way to maximize organic and paid traffic to your e-commerce site.
4. Paid Advertising
Paid advertising is a practice of buying advertising space online or offline to attract internet traffic.
There are different types of paid online advertising – display ads, Facebook and Instagram ads, Adwords and retargeting to name a few.
Examples of offline advertising include buying advertising space on a billboard, pinning a store pop-up, or sponsoring an event to publicize your e-commerce store.
Because paid advertising allows your brand to get in front of potential customers, it yields immediate benefits such as increased brand awareness and volume of web traffic to your product pages or website.
Make sure you consider your target market and the nature of your business when choosing a platform to launch your E-commerce digital marketing campaign.
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5. Social Media Marketing
Social media marketing is all about educating an audience about a brand and its products. It involves leveraging social media by creating high-quality content, engaging your followers, running ads, and analyzing insights.
Social media helps to promote a direct relationship with customers, facilitating loyalty and trust. Similar to content marketing, this marketing plan is also cost-effective.
Here are four ways to stand out in social media marketing:
• Focus on the right social media platform. For example, Instagram is great for targeting younger demographics, while Facebook is a better choice for catering to an age group over 30.
• Use the enterprise version. Business versions of Facebook and Instagram provide tools that make it easy for businesses to engage with customers. Some of its notable features include call-to-action buttons and story links.
• Remember the 80/20 principle. While promoting your e-commerce store is essential, social media marketing should also focus on inspiring, educating and entertaining your followers.
• Engage your audience. Respond to customer reviews, give away, encourage user-generated content, and most importantly, listen to their feedback.
6. Omnichannel Marketing
Omnichannel marketing is an approach that ensures a consistent and smooth customer experience across online and offline channels.
Thus, customers can easily convert on any channel they use – be it through the E-commerce website, social media channels or in a brick-and-mortar store.
This approach greatly improves customer satisfaction and generates higher sales conversions.
Start by mapping the customer journey. The goal is to make it easy for customers to buy your products.
Successful omnichannel campaigns often use technology to deliver an optimal shopping experience, such as a live chat tool, QR codes, and content management system.
7. Sell Directly on Social Media
An American spends approximately two hours and six minutes a day on social media. So it would be ideal to meet your customers where they are and take advantage of Facebook and Instagram’s ability to sell directly to consumers.
On Instagram, you can create a shoppable post by tagging your product. When a follower clicks on the shopping bag icon, it takes them directly to the relevant product pages on your website.
It works similarly on Facebook. As the platform is mostly web-based, it looks like the usual E-commerce product catalog format.
Selling directly to the customer improves your overall omnichannel strategy and makes the conversion process faster and easier. Being in front of customers without a middleman gives them more information about their favorite products and what type of post generates the most sales.
To start selling on social platforms, set your profile as a commerce account. Some E-commerce platforms allow you to export products to online marketplaces automatically, so check your preferred platform’s supported integration.
After setting up an account, let your social media followers know they can shop directly from Instagram and Facebook. It’s a good idea to create a special promotion or hashtag on launch day.
8. Retargeting and Remarketing
Retargeting and remarketing are similar in theory but different in practice.
Retargeting is the practice of serving ads to potential customers through the use of cookies. This is done through large third-party ad networks such as Google Ads, which provide access to millions of websites.
The main purpose of retargeting is to increase click-through rates (CTR) and increase website traffic.
Remarketing, on the other hand, revolves around re-engaging past website visitors or past customers, usually through email and pixel tags.
This digital marketing strategy for E-commerce aims to influence customers who are already thinking about buying your products, to finally make the conversion.
9. Referral Marketing
Referral marketing uses word of mouth marketing to promote the brand. By turning current buyers into brand ambassadors, you can accelerate growth and increase sales fivefold.
Uber became an overnight success due in part to referral marketing. The ride-sharing pioneer gave existing riders credit for every friend they referred and gave new signups a free ride of up to $20. This resulted in its rapid growth and made Uber a household name.
Referral marketing is effective because it allows current customers to champion a brand, giving the company immediate access to a wider market. Since referrals often come from trusted people, this also plays a role in increasing conversions.
The main benefit of referral marketing is that it lowers the cost of acquiring customers. As with Uber, instead of paying $20 on marketing, the company spends on a foolproof customer.
To implement a similar strategy, start by calculating your company’s customer acquisition cost, then see if you can give customers something worth less than that for free. Provide valuable rewards to your existing and new referred users to encourage participation.
10. Influencer Marketing
Influencer marketing is similar to celebrity endorsements in that you collaborate with influencers to promote your products and brand in exchange for gifts or monetary funds.
TikTok star Hyram had so much traction with her audience that her skin care line, CeraVe, sold out, despite having been around for over 15 years.
The main benefit of influencer marketing is that, if done correctly, it gives your brand direct access to an influencer’s already engaged viewers, thus speeding up the audience building process.
To implement influencers in your digital marketing for E-commerce, start by researching influencers that meet your target market and engagement rate.
Once you find potential influencers, reach out to them for a collaboration. You can secure business by sending them a product in exchange for a post or mention on social media, or you work with them on a product launch – the opportunities are endless.
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FAQ- Frequently Asked Questions About E-Commerce Marketing Strategies
1. What marketing strategy for E-commerce should I start with?
Beginners may find referral marketing the easiest digital marketing strategy for E-commerce on the list. We also recommend starting with SEO at the earliest opportunity. Start small by selecting relevant and informative content and building backlinks.
2. Is it possible to do the marketing of an E-commerce site without money?
Yes!!! E-commerce marketing strategies like referral marketing and SEO require little to no budget to get started. Focusing on providing a good customer experience and support is the best way to engage with new customers and harness the power of positive reviews.
3. What is the best marketing strategy for an E-commerce?
Content marketing is one of the main digital marketing strategies, especially for E-commerces. Content marketing consists of educating the company's audience through really useful and targeted content, to convey confidence, credibility and authority to customers and potential customers.
4. What does an E-commerce marketing manager do?
The E-commerce marketing manager is the professional responsible for managing, coordinating and controlling E-commerce projects.
Conclusion
As you can see, digital marketing is key to improving sales and growing your E-commerce. Without it, the company’s performance is limited, with little possibility of consolidating itself. However, disclosure needs to be conducted with knowledge so that it actually achieves its objectives.
Just like E-commerce marketing, remarketing is also a very important action for your virtual store. Therefore, it is also important to read about it. With planning and knowledge, it is possible to bring more users to the site and increase sales.
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