E-Commerce Marketing refers to the practice of driving the top-of-funnel traffic to convert eventually into sales and long-term customers. It is imperative to have an effective E-Commerce Digital Marketing Strategy in place to be successful and become a part of the highly trafficked arena. Moreover, with a well-planned strategy, you can efficiently drive brand awareness and increase the overall sales generated. So, let us now make ourselves familiar with the building blocks that play an integral role in creating a successful E-Commerce Digital Marketing Strategy.
Understand your Objectives and Target Audience
Before executing a successful E-Commerce marketing strategy, it is essential to have all the crucial facts straight. Your overall objectives need to be relevant, specific, and to-the-point. Moreover, the metrics and business objectives must have a percentage of increase; for instance, increasing sales by 25% in the slow season. For doing all this, understanding your target audience is of the utmost importance. Remember, if you don’t have a crystal clear understanding of the people you are targeting, you will eventually run an inefficient marketing campaign by wasting money and converting unqualified individuals. On the other hand, once you have a clear understanding of your potential customers, then you can work on different avenues of generating conversions and making sales; and that is exactly where the following strategies come into action:
Without any doubt, Search Engine Optimization or SEO is an integral part of every other digital marketing strategy. When it comes to E-Commerce, SEO applies to not only the website but also the individual product pages, which contain the target keywords appearing in the search queries of the potential customers.
2. Content Marketing
For many brands and businesses across the globe, the term Content Marketing revolves around blog posts, newsletters, eBooks, the content present on their official websites, and whitepapers; however, when we talk about the E-Commerce industry – the term content marketing deals with the names, descriptions, and details of all the products present. You must make a point of the fact that content, SEO, and keywords always go hand in hand, which, in turn, helps significantly in taking your search rankings up and allowing your potential customers to come across your business.
3. Email Marketing
Email Marketing is undoubtedly the foundation of E-commerce marketing. With the help of attractive images and engaging content, you can deliver targeted product recommendations, make special announcements, and give exclusive discount offers to your already existing and potential customers. By making the most out of a data segmentation strategy, you can achieve high engagement levels from the very first email that you send. The term segmentation refers to the process of dividing the email list subscribers into smaller segments as per specific criteria. It is like a personalization tactic for sending more relevant emails to the email subscribers. By doing the same, you can conveniently increase your Click-Through-Rate (CTR) and grow your buyers’ list.
4. Pay-per-Click Advertising
To put it straightforwardly, if you are looking forward to growing your E-Commerce business steadily, then you can take into consideration the option of Pay-per-Click (PPC) Advertising as it holds immense potential for creating immediate leads. All that you require doing is try to be specific to the best of your ability and focus on long-tail keywords. In the E-Commerce industry, there are various types of PPC ads, which you can use, including Display Ads, Paid Search Ads, and Shopping Campaigns (Product Listing Ads). Furthermore, you should always make your ad copy and landing page compelling enough to grab the due attention of your target audience. While putting in all such efforts, you must maintain consistency at all times.