Digital Marketing Strategies for eCommerce. {Updated 2019}

Digital Marketing Strategies for Ecommerce. {Updated 2019} | Enlive Digital

E-commerce Marketing is basically the practice of using promotional techniques or tactics to drive traffic to your online purchase store and converting the traffic into loyal or paying customers by retaining them even after the purchase is done.

Every eCommerce or Online Store wants to witness an increase in traffic and conversions for their products or services. Even though you come up with a basic strategy it becomes even more challenging when you have to decide which marketing techniques you should try. We want to help you out to implement effective e-commerce marketing tactics along with eloquent ideas that actually work.

Effective Ecommerce Digital Marketing is the end result of driving top-of-funnel traffic to convert into sales and customers. There are numerous ways to go about it. You can apply your skills on multiple and simultaneous marketing efforts from focusing on organic traffic and SEO to optimizing Facebook or Google Ads to drive targeted traffic to your website. You can experiment with paid and non-paid marketing strategies to actually find out which marketing mix converts the most people. You cannot stick to one marketing strategy as a search engine algorithm keeps on evolving. You need to evolve your e-commerce marketing strategy in order to gain the highest return on ads displayed as well as return on working costs associated with SEO. A distinct marketing strategy can help you build brand awareness. These marketing ideas will also help you to generate purchases from your existing customers and help you to retain them.

In order to Build and Execute a Successful E-commerce Online Marketing Plan there are some prerequisites that have to be taken into consideration:

  • Executive Summary
  • Determining Sales and Lead Generation Strategy
  • Goals & Objectives
  • Deciding Mission Statement
  • Evaluating Value Proposition
  • Geo-Targeting Customers, Preferences, Personas and Markets
  • Situation analysis
  • Pricing Strategy and Brand Positioning
  • Order and Distribution Plan
  • Expansion and Refinement of E-commerce Marketing Strategies
  • Conversion Analysis

Top Digital Marketing Strategies for Boosting Online E-commerce Sales in 2019

Marketing Channels & Networks like Facebook and Google will keep on providing offers and new marketing strategies to reach your target audience and attract more advertising incomes. Here is a list of best techniques, tools, and channels for crafting and achieving your unique e-commerce marketing plan.

1. Pay-Per-Click Advertising (PPC)

PPC advertising or Pay-Per-Click Ads is one of the foundation pillars in your e-commerce marketing strategy. Paid Search, Display and Shopping Campaigns are the most relevant e-commerce marketing strategies that you can come across in today’s’ time. Each of these unique PPC ads play an important yet different part in your overall marketing strategy. Google is the primary platform for all PPC advertisements apart from being the most popular and easiest to use. You can also consider PPC ad networks like Amazon Advertising and Bing Ads that make your overall PPC strategy even more fruitful. Let’s discuss briefly each one of them:

Paid Search Ads – A Paid Search ad won’t contain any sort of imagery and it will appear at the top of your search engine results. It is basically Google serving the user a text ad based on the user’s search terms. It is a wonderful strategy considering you are targeting sales leads. It guides the user to consider the best option based on their personal need. Paid Ads make sure you get the maximum conversion rate as a business, brand or service.  As an E-commerce Online Service, you should definitely include Paid Search Ads in your list of marketing strategies.

Display Ads ¬ Display ads are also known as ‘Banner Ads’, is always visible when you open popular mobile games, apps or websites. Based on your browsing history, Display ads tend to shadow you if you open any app or browser. This strategy is called ‘’retargeting’’ and it shows you ads based on your recent clicks. In this way, display ads can be displayed to the user based on the website or an article they just recently viewed. For example, if a user is reading an article about a popular restaurant in their area, chances are high that a display ad for a nearby restaurant might pop up. Display ads can be really purposeful when it comes to building brand awareness and generating B2B leads whilst retargeting a customer. But if you compare it with Search Ads you might end up with lower click-through rates. According to recent marketing researchers, with display ads, the average conversion rate across all industries is 77%, if compared to 3.75% for Search Ads.

Product Listing Ads – Your products can be visible directly within the search engine results with Google Shopping Campaigns and Bing Product Ads. So, if a user is searching for “men’s black casual shirts”, they will see all the images pertaining to black casual shirts at the top of their search results. The user will click on the advertisement depending on the products they want and will be redirected to your only store. Since 2018 many advertisers are resorting to Google Shopping due to 60% of clicks had been generated from this great tool. However, being a reseller of various brands, you have to make sure your prices are competitive. You have to make sure that the user simply clicks on your online product display ad.

You can consider the following tools for your Ecommerce Website Marketing:

  • Google Ads
  • Bing Ads
  • Amazon Advertising
  • Google Merchant Center

2. Content Marketing

Content is considered the King when it comes to any form of online marketing strategy. In the E-commerce space, it is very much essential to have a comprehensive content marketing plan to be even more successful. Content marketing is very much productive and the best platform to distribute your product to the targeted audience.

You reach beyond your loyal customers through blog posts, infographics, and videos. It can be also referred to as “inbound marketing” wherein you don’t have to go out and find the shoppers for yourself but instead the shoppers come to you. Unlike outbound efforts, it costs appreciably less. If your product or services has advanced technology, an environmental cause and is just plain ingenious, you can consider writing blog posts that give out the specifics of the products. These blog posts will help you to gain organic traffic via relevant keywords.

3. Search Engine Optimization (SEO)

SEO Optimization has evolved for good in the past 20 years. In the initial years of the past 20 years, many SEO experts boosted website rankings using dishonest tactics called “Black-Hat SEO”. Currently, SEO is the end result of sticking to the best on-site practices and earning the top position on search engine rankings.

Approximately, 70%-80% of Google users prefer organic search results. So, you cannot ignore or overlook SEO. On the other hand, you have useful SEO tracking resources like SEMrush and MOZ to test your websites’ health. You can also execute website audits, monitor rankings and make changes or improvements with time. You can also consider BigCommerce apps for the best SEO results.

4. Social Media Marketing (SEO)

Social Media has changed the approach of brands towards the people they interact with online. The social media landscape of platforms and networks are helping to change the perception of people with regards to perceiving brand advertisements. As digital marketing experts, we are handed over the task of understanding the market demand and implementing best strategic campaigns that have the potential to keep the target customers engaged and eventually fuel the bottom line by creating brand advocates.

Social Networking sites like Facebook, Twitter, and Instagram have come up with their own customized tools and features to help your brand reach the target audience effectively. For instance, Dynamic Ads by Facebook can help your brand to upload the entire product catalog on Facebook. Each product will be displayed to interested customers, with updated-pricing and availability. It is a great tool for E-commerce marketers.

The users of Pinterest spend 50% more on purchases than an average social media user. As explained with PPC advertising, social media marketing has its own set of intertwined jargon and nuances. For the sake of this blog post, let’s focus on things that can actually make a huge impact on your brand.

Let’s consider the important factors for crafting your social media campaign:

Social Media Advertising– All the popular social media networking sites has its own set of useful tools for brands and marketers to dish out targeted advertisements to potential customers. Most of them are quite similar to Google’s PPC ads to operate and manage.  You can create an advertisement, set or optimize your budget and pay per click (or total impressions) the ad receives. Furthermore, each social network website offers a wide range of ad types that is custom-made to suit your advertising strategy. It offers digital marketing experts an opportunity to be as much creative as possible.

Here are some proven social networks that are widely-adopted and feasible for e-commerce marketing:

  • Facebook Ads
  • Twitter Ads
  • Instagram Ads
  • Pinterest Ads
  • Snapchat Ads
  • LinkedIn Ads

Social Commerce – Social networking platforms are constantly evolving and creating new ways to attract brands and advertisers to their networks. That is why social networks like Facebook and Instagram have created seamless ecosystems that allow customers to discover or purchase your products without drifting away from the network. This makes it easier to purchase and increase conversion rates. Syncing your e-commerce product catalog with Facebook and Instagram can allow customers to find your products easily. It also ensures greater effectiveness of your social media campaigns. 

The Facebook Ad app by Sales & Orders pulls the existing product data from your BigCommerce Store, configures it, and broadcasts it out as a compatible Catalogue for Facebook Product Ads to get paid Facebook ads up and running quickly.

Organic Social Content – Before social networks became big money-minting giants, they were actually forums to engage potential customers and maintain a brand following. Not that it vanished entirely, of course not! But to a certain degree, brands have leaned towards paid advertising for the best marketing results. 

Nonetheless, never ignore organic social content. It is still relevant and plays an important role in building brand awareness and maintaining strong SEO. Ensure to add new social commerce features with your organic social content on Facebook and Instagram. Like this, you can build the brand and make it more discoverable for potential customers and make them buy your products.

5. Local Marketing

Local marketing or “location-based marketing” is a marketing process that optimizes your website and online advertising to drive traffic and awareness in local regions. If you are a sports store or brand entity that is planning to step online, it’s very much essential to not lose the existing set of customers that you already have. Going forward, if you have a local store, there are numerous strategies that can increase your local footprint in your area.

Make sure to optimize your website with local keywords

Always put relevant keywords about the town you are in, as well as neighboring towns or suburbs. Create dedicated landing pages about your town, create product collections that surpass local businesses or trends or even generate local event campaigns with neighboring businesses. Local marketing still has an impact on the majority of decisions that customers make. If a potential customer is looking out for a product online, relevant local shops will pop up in search engine results.

6. Email Marketing and Automation

An email marketing strategy is very much important while creating a comprehensive e-commerce marketing plan. You cannot expect high conversion rates and increased order values for your e-commerce business initially. But composing a strategic approach to email marketing will eventually churn out positive results. 

You should always create emails that are contextual, concise and engaging. You can’t send a hotel menu promotion in New York to your entire email list. This can annoy people staying outside of New York as well. Segregate your email list based on the purchase history of a customer. This actually helps you to send emails that actually relates to their personal preference. With email automation features, you can now forget to press ‘’send’’.

As you begin to get a hang of email marketing, newsletter campaigns are simple and effective, to begin with. Bundled with the promotion of your products, newsletter campaigns genuinely contain content that is very much interesting. A creative newsletter format helps your emails to look and feel distinctive from the usual sales campaigns and is a very good strategy to engage with new customers. 

Through Newsletter Campaigns you can remind your customers about abandoned carts, promotional offers, up-sells and cross-sells or customer loyalty. You can consider the following tools for e-commerce email marketing campaigns:

  • MailChimp
  • Dotmailer
  • Klaviyo

7. Influencer Marketing

Influencer marketing is straight forward and simple. A brand will appoint a brand ambassador or somebody who has a large fan following and credibility within a niche. This is because consumers are exposed to more and more advertisements and brands are fusing different strategies to reach and attract customers. Through this alliance, both parties will create content with mutual understanding and collaboration to build awareness and drive sales. Also, since the influencer has the trust and attention of their followers, these paid product advertisements feel less interruptive than traditional advertisements.

Influencer marketing can be spotted across various social media platforms, YouTube and blogs. Many motorcycling vloggers share their riding tips on Instagram or YouTube and give reviews about the latest bikes and scooters that are launched in the marketing.

8. Affiliate Marketing

Affiliate marketing is a simple process of an e-commerce merchant paying a commission to an external website for providing sales generated from referral source of traffic. The sales can be monitored or tracked via affiliate links. In Affiliate marketing, the e-commerce merchant only has to pay when and if a sale occurs. Merchants also get an upper hand to choose their own commission rates that can also be ROI positive. Tools that you can consider are as follows:

  • Affiality
  • LeadDyno
  • Refersion
  • Impact Radius

9. Update Your Website

If your business is a couple of years old you might want to consider to upgrade your website. The older your site looks, spammy it feels. If your site somehow resembles other websites with regards to design, your customers will trust and feel comfortable at the same time. The e-commerce website should aesthetically please your potential customers. Upgrading your e-commerce website design helps to build that trust and increase sales. It assures the users that you are updated on the latest trends.

10. Consider Building and Optimizing a Mobile App

If you want to stay ahead of the competition, consider building your own e-commerce app for both iPhone and Android. There are so many benefits to having an app for your e-commerce business. Apps load quicker than websites so that users can shop seamlessly. Potential customers are just one fingertip away from viewing your product catalog. You can also notify your customers through ‘’push notifications’’ when you are having a sale or when their desired item is back for purchase. Building and optimizing an app is an excellent marketing strategy to boost your sales and drive growth. Also, make sure that your e-commerce mobile app is well optimized for the mobile, tablet and laptop view.

11. Retargeting

The vast ration of the users does not convert on their initial visits to an e-commerce website Retargeting marketing strategy helps you to capture sales by displaying your ads multiple times to a single user based on their preference. You can showcase your products on other websites if a customer comes to your website and leaves without buying. You can also retarget your customers via Email Marketing as discussed earlier. You can also remind users that they have added items in the shopping cart but saved it for a later purchase.

Need Help?

Creating a cutting-edge e-commerce marketing strategy may seem unsettling at first. But you can’t ignore the wealth of strategies and channels that drive an enormous rate of conversion to your e-commerce business. While you may want to stand out from the competition, a calculative approach is a key when you first begin developing an out and out e-commerce marketing strategy.

You should have a deeper understanding of the demand for your product other than understanding your product. As long as you test them, don’t be afraid to make assumptions. After reading these comprehensive strategies for your e-commerce business, you can surely create a lasting impact that can fetch you real revenue. Plus, always hire a digital marketing agency for your e-commerce websites. They have a 360-degree approach to all your e-commerce website solutions. 

Digital Marketing Strategies for Ecommerce. {Updated 2019}
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Digital Marketing Strategies for Ecommerce. {Updated 2019}
E-commerce Marketing is basically the practice of using promotional techniques or tactics to drive traffic to your online purchase store and converting the traffic into loyal or paying customers by retaining them even after the purchase is done.
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Enlive Digital Marketing LLP
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