Have you ever wondered why your traditional marketing strategies haven’t been performing well for your online store. Well, ecommerce marketing involves many of the marketing strategies used by B2B companies or even restaurants too but there’s a sense of urgency that online retailers need to capture when running their online stores. In this article, we’re going to share the ecommerce marketing strategies that will help you build a business that not only generates sales but also lasts. After all, the longer your business lasts the more it’s website valuation goes up potentially earning you even more money.
What Is Ecommerce Marketing?
Ecommerce marketing is the practice of using growth promotional strategies and tactics to elevate your online store’s reputation and sales.
Ecommerce Marketing: 11 Strategies for Online Growth
1. Add A Blog
Having a blog on your online store helps increase the sale value of your website while also helping to generate more sales. There’s three reasons why most people who start blogs on their stores tend to fail. First, they focus on writing blog posts only about their products such as best jewelry products with links but little to no copy on the page. Your blog posts should be around 2,000 words per article. Second, the blog content needs to be SEO optimized so that it generates traffic for you. That means that the main keyword should be included in about 1-2% of the article or about 20 times in a 2,000 word article. Third, most people write two or three blog posts and give up. If you truly want to see the results of your ecommerce marketing, you’ll need to publish at least 2-5 times a week, every week, for over a year. That’s a level of dedication most people don’t work for. And after doing it for that long, you’ll start seeing results for your efforts.
2. Include Upsells
When a person already has their credit card in hand or prefilled on a form online at checkout, it’s a lot easier to upsell them a bit more. The secret to getting more upsells is to upsell more of the same product. You’d be surprised at how much people would be willing to buy more of the same stuff. If you sell bath bombs, upselling more bath bombs at checkout will be easier since they’re currently in the market for it. Plus, since bath bombs are a type of consumable product, you’ll always need more of it. Consumable products are the best types of products to upsell on your website. But don’t worry, even if you’re just selling t-shirts, you can upsell other products and accessories there too. When it comes to ecommerce marketing, having upsells on your checkout or right after can be a great way to sell more products to increase your average order value.
3. Try Free Plus Shipping
Free plus shipping is one of the most popular ecommerce marketing strategies. It involves offering a product for free, kind of, by hiding its cost in the shipping instead of the cost of the product. This works particularly well for affordable products like jewelry, books, beauty products, small toys, and so forth. Since people are always looking for a steal, seeing that a product is free helps entice them to buy. But considering this strategy has been done for a while, most people have caught on that the product isn’t actually free. And you definitely want to make sure you assume that the consumer is as smart as a customer. Still, considering shipping for these models is usually around $9.99, it helps keep the overall costs low for consuming so customers will likely still splurge on the shipping price for the “free” product.
4. Consider Pinterest
Pinterest is a visual search engine which makes it a pretty appealing platform for ecommerce marketing. You can upload your products to Pinterest. Be careful. If you upload only things from your website without pinning other content, you can lose your account to spam. Of course, if that happens, you can reach out to the ads team and tell them you want to run ads so they’ll give you your account back but that can sometimes take months. With Pinterest its a volume game. The more products you post, the more likely it is that you’ll generate traffic. A quick and easy way to get organic traffic from Pinterest is to run a two day ad on the product. This is enough that you’ll naturally start ranking high in Pinterest’s search results in a matter of days. Plus, once you start getting traffic from Pinterest, it usually keeps coming for months– and even years. So it’s definitely worth exploring the everflowing traffic from this social platform since the traffic generated lasts longer than any other social platform.
5. Run Direct Ads
Facebook ads is the most popular ecommerce marketing strategy used by online retailers. It’s the surest and fastest way to generate sales for your online store. But there’s a bit of a catch. First, if you don’t know how to run ads, you’ll likely lose a lot of money unless you invest in a ton of online education. Second, ads are nowhere near as cost-effective as they used to be. The bright side is that behemoth’s like Facebook have a pretty epic ad manager that allow you targeting settings for every vertical product. And if you’re investing in ads Facebook and Google are the platforms with the best ad platforms. While you can invest in ads on Reddit, TikTok, or similar platforms, your best ROI will likely always come from the two ad giants. Keep in mind that they’re the most competitive platforms, so you’ll be paying higher ad costs on these platforms than anywhere else. That doesn’t mean they aren’t worthwhile, it simply means, do your homework first. You aren’t guaranteed to make a profit even if you spend $1000. You’ll need to invest in the right product to the right audience and that takes both skill and time to master.
6. Retarget Your Audience
Retargeting ads are an effective ecommerce marketing strategy to try to win back abandoned carts, keep your brand at top of mind, and generate sales. With a retargeting ad, you essentially run an ad to people who’ve visited your website. What’s interesting about that is that if you generate traffic from free organic blog traffic or social media, your ad costs can just include a retargeting ad to monetize your already existing traffic. It helps keep your costs low as it’s already a warm audience meaning they’ve visited your site and know your brand already. If you’d like to run ads but don’t want to worry about targeting the wrong audience, this is definitely the easiest way to do ecommerce marketing. After all, you only target people who have visited your website and you don’t need to do any of that work as long as you have a pixel installed on your website. You can learn how to install a Facebook pixel to help you set up this type of ad with ease.
7. Add New Products Weekly
Most people try to add multiple products on launch. But then after launch has happened, exhaustion seeps in and they’re no longer motivated to add new products since it takes quite a bit of upfront work. However, the most profitable and popular ecommerce sites add new products to their inventory every week (and sometimes every day). By keeping your website fresh with the latest products and also having many products to browse through, you allow visitors of your website to engage on your site longer so that they can find a product they like easily. Another benefit of adding new products is that it shows Google that you’re keeping your site active so you’ll be more likely to rank in search results for having an active website. It’s an effective way to do ecommerce marketing that involves little marketing experience yet makes a big difference.
8. Maximize Video Marketing
Video marketing is the way people best consume content these days. It’s fun to watch and it really helps customers better understand what they’re buying in the first place. Having product videos on your website will only help with conversions because it’ll ensure that people know exactly what they’re buying from every angle. Especially in a way that pictures don’t do justice. But not only should your product pages have videos but also your social media accounts. Sharing videos about your products will help sell them. By sharing videos on social, you’ll be able to better connect with your followers as the content is more engaging. You can share photos of influencers wearing your products or upclose video shots of sparkly rings. There’s always a way to incorporate video into your ecommerce marketing strategy that’ll help elevate your store’s online sales.
9. Host Promotions
Running discounts or promotions for your ecommerce marketing can help you better convert sales. While you want to set the right price to ensure you remain profitable, having bundled deals with a slightly lower price not only helps you sell through excess inventory but also allows you to earn a higher average order value. One piece of advice you’ll want to remember is to never aim to compete with other brands by price. That’s a losing game. Don’t try to be the brand with the steepest deals. Pick a price that’s compelling but make sure you’ve got the right product to do the heavy lifting of the sales. Those who try to offer the lowest prices will often get crushed by a lack of profitability. So while you’ll still want to try bundled deals, focus on a price point that allows you enough profit to survive the long haul.
10. Jump On Google Shopping
To master ecommerce marketing, you’ll want to explore running Google Shopping ads. Google Shopping is a tab in search results like Image and News. It’s a tab that focuses on products that are for sale. To get on Google Shopping, you need to invest in paid Shopping ads. Since the people browsing that section are looking for exactly what you’re offering, you have a better chance of converting the sale. So, for instance say you’re selling a marigold one shoulder dress, using those keywords you’d run a Shopping ad linking to your product. It’s a high intent search meaning all you need to do is edge out competitors by selling the nicest dress. You can do this for any ecommerce product. The more popular the category in search, the more likely that you’ll sell products this way. Look for items on your store that are either best sellers or have high search volume but low ad costs to know which products to add to Google Shopping.
11. Sell on Instagram
Instagram is proving to be a powerhouse for converting those ecommerce sales with Instagram Shopping. Once you’ve got a business or creator account, you can start selling on Instagram. You can use Shopping tags to show which products on the screen are for sale. For instance, if a model is wearing your shirt and leggings you can tag both items so people can click the link to the one they want to buy. You can also use Shopping stickers in Stories too. So there are plenty of ways to sell on Instagram beyond the old fashioned way of having a link in your bio.
Ecommerce marketing is all about maximizing your sales for your online store. And there are plenty of strategies and tactics beyond this list that can assure you some success too. As new platforms are created, there will continue to be new ways to reach your target audience to sell your most popular products. By trying out some of the ecommerce marketing strategies on this list, you’ll be well on your way to building a business that stands the test of time.