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Digital marketing for eCommerce solutions is a set of techniques aimed at attracting the attention of potential buyers to goods or services. Digital marketing often includes media, contextual, and banner advertising, search engine marketing (SEM), social media optimization and marketing (SMO and SMM), direct marketing, email marketing, viral marketing, online branding, content marketing, etc.
To develop an effective strategy for digital marketing in ecommerce, specialists determine the target audience, analyze market demand and competitor offers, create SEO-friendly content for the website increasing its position in search results, select effective tools for traffic generation, and optimize sales funnels. However, you should know that all these techniques can vary from case to case, and only their correct combination and application can bring positive results for the business.
In general, digital marketing can be described as a long and complex equation with many variables (methods and techniques that can change over time) that results in the success of your business on the internet, expanding the reach of your target audience, and, of course, increasing profits. We will talk about how to achieve this global goal in our article.
If you are looking for professionals who know how to hit business goals and make companies digital-first in their niches by means of comprehensive online marketing services, please, read about the digital marketing services we provide.
Digital marketing can be different. Which type of digital marketing you choose depends on your business niche, your budget, and your expectations for conversion rates and an influx of new customers. To achieve the maximum effect, you need to use all possible marketing tools that will be effective in your niche.
To begin with, let’s figure out what types of digital marketing for ecommerce exist.
Let’s start with advertising. This is almost always a paid service that shows your ad to your target audience based on pre-targeting. You may place your ads on social media, other websites, search engines, and any other visual media based on the internet or television.
Although many internet users find banner ads annoying and use adblock to avoid seeing them, this digital marketing method is very good at attracting potential buyers to websites they are already familiar with.
To attract more representatives of the target audience to your ecommerce project, you have to create relevant and up-to-date content. For example, you can start a blog where you will cover topics related to the goods and/or services that you sell. It’s also important to take care of creating informative descriptions for products from your online store.
And of course, don’t forget that in addition to potential customers, your content must be “liked” by search engines.
SEO is a set of internal and external optimization activities aimed at increasing the position of an ecommerce website in search results. This is one of the most effective methods of digital marketing in ecommerce which is suitable for almost all companies looking for clients, customers, and partners on the internet, as it helps to increase company awareness in the digital space and boost organic traffic.
Typically, SEO has goals such as bringing an ecommerce website to the top of certain search queries, increasing web resource traffic, increasing conversions, etc.
Note that SEO is definitely not worth shelving, as the first results of successful SEO become noticeable only after 4-6 months. That’s why even if you don’t see results after a month of working with your ecommerce online marketing specialists, it doesn’t mean your SEO isn’t effective. Just give it time and in a half a year, with the right approach, your website will take a stable position in the search results.
Despite the email filtering inherent in the vast majority of popular email services, email marketing remains one of the most effective methods of online promotion. Most internet users still regularly check their email inboxes. Moreover, many of them purposefully do this to find out about the most relevant promotions and offers from ecommerce websites.
Thus, using a personalized approach to each potential client (address by name, personal discounts, access to closed sales, etc.), you can significantly increase your income.
Local digital marketing is not about bringing your marketing strategies into offline reality—it is about interacting with the local population and, in particular, using keywords related to your location. That is, to attract potential buyers in a specific geographic location, you will have to create a separate web resource or a new language version, whether it be a locally-based social media profile or a landing page.
Given the constant development of social networks, they cannot be ignored in terms of online business promotion. In a nutshell, SMM is a set of methods that aims to attract attention to a particular business from online users through social networks.
As for the most effective social networks, it is crucial to understand the specifics of your business. For example, clothes and cosmetics sell well on Instagram, while design products are best promoted through Pinterest (however, it all depends on which social networks your target audience mainly uses in your geographic location).
Influencers are people who move the masses, meaning what they say or do is what their followers believe. For this reason, their collaborations with companies and brands usually happen because they share common values.
In fact, this marketing strategy, unlike others, is not linear, as it depends on current trends and changes. Therefore, experts believe that it is completely changeable and needs to be adjusted in the short term to succeed.
Affiliate marketing is a way to promote ecommerce projects on the internet through partners, when they receive monetary rewards for each visitor, subscriber, buyer and/or sale made with their help.
There are four parties involved in the affiliate marketing system:
This type of digital marketing is equally effective in both B2B and B2C sectors.
This type of digital marketing is all about offering your customers more products and/or services when they need them. The most commonly used methods related to this type of digital marketing are cross-sells, upsells, and personalized offers based on the customer’s history.
For example, you can offer shoppers on a specific product page products with similar features or products of the same brand. Also, pop-up windows, reviews from other customers, wishlists, etc. can help you with this.
You can learn more about digital marketing benefits for your business here.
To create an effective strategy for online marketing for ecommerce, you need to go through the following steps. To learn more about digital marketing strategies, you can also read our another guide on digital marketing.
This step is a preview of your long ecommerce digital marketing story, which will last only as long as you want to maintain your online presence. In fact, you need to formulate your business goals related to your desired income, allowable expenses, reach of the target audience, the number of new customers, etc. With these formulations, you can already go to marketing specialists to start building a plan for your digital marketing for ecommerce.
Now armed with the experience and knowledge of professional internet marketers, you can start setting clearer goals and objectives. Be prepared for the fact that they may change over time, influenced by new market trends and your personal observations about how effective your current digital marketing strategy for ecommerce is.
To help you better understand what it means to clearly state goals and objectives, we propose you answer the following questions:
On the other hand, it’s important to remember that excessive ambitions at this stage are also inappropriate, as the achievement of global goals always implies a gradual change in strategy as well as continuous and diligent work on your ecommerce project.
You must clearly know who your potential customers are. Otherwise, you risk wasting your money and time on ineffective ecommerce digital marketing campaigns and on tools and services that you probably don’t need at all.
Along with this, it’s crucial to consider that the description of the target audience is not only the correct choice of age, gender, geographic location, and behavior in online shopping. Although this is a complete list of parameters for launching advertising campaigns, advanced internet marketers strongly recommend creating a holistic client profile that describes their habits, daily routine features, pain points, problems, goals, etc. This way you can walk in your customers’ shoes and offer them exactly what they need most (with the help of the services and/or products you sell, of course).
Once you have an accurate client portrait, you will need to determine which communication channels will be most effective in promoting your products and/or services.
For example, the category of people aged 45+ is unlikely to use Instagram to search for the products they need. Rather, they prefer to do it through a search engine. Also, Facebook can be effective here. And conversely, for zoomers and millennials, Instagram, TikTok, and YouTube can show the best acquisition results.
As for the market niche you occupy, you need to understand what trends are hovering here, and how you can pick them up.
At this step, you will have to determine the current state of your business, its competitiveness, development prospects, and the ratio of profit, expenses, and losses. Thanks to this, you will be able to choose more effective steps to improve your position in your niche and take your business to a higher level through online marketing for ecommerce.
Now you have to conduct a little research, comparing the prices of your services and/or products with their real, objective value in the eyes of your potential customers. It is about not overestimating them and at the same time benefiting from sales without working at your loss.
Along with this, sometimes some online stores set inflated prices due to the widest range of goods or services (in comparison with competitors), seasonal demand, or generally recognized authority. However, these ecommerce digital marketing strategies are not long-lived, so to achieve a consistently high income, it’s important to find a middle ground between cost and the desire to make more money.
Along with planning the future prospects of your online business, you should think carefully about how your current staff will be able to handle the growing workload of new customers and more orders. If you don’t foresee all this in advance and don’t take care of automating business processes through CRM and/or Business Intelligence or timely expansion of staff, your ecommerce digital marketing strategy may fail and you will lose new customers.
You may also need to open a customer support call center to process their complaints and suggestions in a timely manner. Of course, for all these things you will also have to plan a budget in advance.
Before planning your digital marketing in ecommerce through new digital channels, try to optimize the situation with the channels you already use. You probably already have the text and visual content on your website that you have tried to promote in the past.
Think about what prevented you from achieving the desired conversion rates before you decided to develop your new digital marketing strategy for ecommerce business—perhaps these were non-unique or irrelevant product descriptions? Or perhaps they lacked the best keywords? Or, for example, you didn’t try to maintain social networks and they are currently in an “embryo” state? In any case, you will have to work on it and improve it.
Note that for small companies, digital channel communication is sometimes the only effective way to sell their services and/or products to consumers. For more detailed recommendations on digital marketing for ecommerce solutions in the small business sector, click here.
Nowadays, even large marketplaces can be promoted by very small teams of ecommerce online marketing specialists, thanks to automation tools that are integrated with CRM and other systems your business uses. Think about what processes can be entrusted to specialized software—usually this is an email newsletter, posting on social networks on a schedule, etc.
Despite the desire to speed up the tasks associated with digital marketing in ecommerce through automation, you must remember that to hook a specific potential client, it’s important to provide them with a personalized offer. To do this, you will have to break your target audience into several subgroups and create campaigns that will meet the needs, problems, and buying behavior of each of these subgroups.
Also, whenever possible, address each customer by name and make offers based on their previous purchase history.
Proper budgeting is key to the success of your ecommerce digital marketing strategy. In particular, often the use of the most effective and advanced tools is so expensive that the influx of new customers and income from them don’t compensate for these costs (this is especially true for small businesses).
Thus, you must know how much you are willing to allocate for a certain promotion period so that your digital marketing strategy for ecommerce is effective not only in terms of improving conversion rates and other metrics but also in terms of net profit.
And now you need to rely on all the information collected in the previous steps and plan your personal sales strategy. You can choose one or several tools for online marketing for ecommerce—it all depends on the skills of your ecommerce online marketing specialists, budget, and acceptable time frames to achieve your goals.
At the same time, it’s very important to distribute the selected tools between different stages of the sales funnel, since often most of them can retain and promote potential customers only at one of the stages. Also, you should take into account that some tools are not able to bring an immediate improvement in conversion rates, but this doesn’t mean that they are ineffective in the long run of your digital marketing plan for ecommerce.
Before deciding on the final list of methods for digital marketing in ecommerce, ask yourself:
As for how to choose metrics correctly, you can read more info here.
Once you’ve created your primary ecommerce digital marketing strategy, set aside a small budget to test its effectiveness. Depending on the chosen tools, the first results can be seen in a couple of weeks or a month.
After that, if you aren’t satisfied with some of the metrics you have chosen in the previous steps, you can consider testing other tools in the same way. Also, ecommerce digital marketing strategy optimization is necessary when new trends appear on the market, or you set out to expand your target audience.
In the end, we would like to add that the vast majority of internet users use their mobile devices to access social networks and web browsers. So, your entire digital marketing for ecommerce solution should be built with this factor in mind. Only by providing an excellent mobile experience will you be able to achieve good results in your online marketing for ecommerce.
In general, the development of digital marketing in ecommerce involves the creation of a step-by-step plan, using techniques to increase the visibility of a web resource on the internet. We are talking about promotion on social networks, in search engines, on advertising platforms, and in other existing digital channels.
At the same time, you don’t have to apply all techniques of online marketing for ecommerce randomly. Instead, you should build your final business goal, break it down into multiple sub-goals, and then determine which digital marketing tools will help you achieve them.
It’s also very important to keep track of performance metrics that will tell you if the influx of new customers is worth the money and time spent. Note that these indicators can change over time and thus force you to remake and optimize your digital marketing strategy for ecommerce.
And of course, remember that despite the seeming simplicity, digital marketing is still best entrusted to professionals. Only in this way can you save your budget and time and achieve the desired results.
Thus, by taking into account all these aspects, you will be able to ensure a consistently high return on investment and avoid temporary drops in revenue due to the ineffectiveness of old methods to attract new customers and retain existing ones.
When used correctly, digital marketing for ecommerce can take a business to new heights and provide good support for its globalization. The main thing is to find specialists who will help you with this. So if you are looking for professionals who will help you increase your income by promoting your business in the digital plane, please contact us.
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