E-commerce marketing simply involves driving traffic to your brand, generating leads, and converting potential audiences into customers.
E-commerce marketing strategies should be dynamic; they must evolve as the market grows so you can achieve the best ROI for your spending.
But here’s the thing:
Do not blindly follow the strategies of other brands. The same strategies might not work for every company, or even different companies within the same industry.
Picking the right marketing strategy and customizing it according to the requirements of your company to achieve the most favorable ROI is half the battle won.
Digital marketing has become a lifeline for e-commerce businesses as it helps in achieving the desired reach and ROI. Digital marketing can help you get away from the conventional brick-and-mortar channels of traditional promotion and boost your e-commerce business.
What is the role of Digital Marketing in e-commerce?
Using digital marketing in e-commerce has helped many businesses to yield greater profits and gain brand value through organic SEO while maintaining stable SERP rankings for high-potential keywords.
As an e-commerce website development company in Jaipur, we have made it possible for our clients to reach a wider audience through digital marketing. It’s not easy, of course, but with the right mindset and attitude, it can be done.
From a different viewpoint, digital marketing has also provided customers with better alternatives for various products.
It enables the customers to look through all the available options present in the market, read the reviews, and then purchase the product. The ads shown on various social media platforms drive more traffic to e-commerce websites resulting in increased conversions.
Benefits of e-commerce marketing – A case study
The potential of e-commerce marketing is beyond anything. Let’s scrutinize the case of UberEats, Zomato, and Swiggy to understand this.
In 2017, American ride-hailing giant, Uber, entered India with its food delivery venture UberEats. To thrive in the cut-throat market, UberEats gave massive discounts to its customers but still couldn’t survive.
Zomato and Swiggy’s creative marketing and deep connectivity with the customers attracted all the attention, even though their prices were almost double compared to what UberEats was offering. In January 2020, UberEats was finally acquired by Zomato for $350 million, resulting in the death of UberEats in India.
What did we learn from this case study?
A data-driven digital marketing plan can boost your sales by many folds, even though your competitors are offering the same product at a lower cost.
At the same time, organic SEO helps you rank. As a digital marketing company in Jaipur, we have helped diverse businesses rank for tough and nuanced keywords, thus helping them in boosting revenue at scale.
Best e-commerce marketing strategies
Let’s discuss some digital marketing strategies for e-commerce that can significantly boost your sales and bring in a flood of potential customers. Listed below are a few strategies of digital marketing for e-commerce.
Optimize your e-commerce website using SEO
SEO is one of the most effective digital marketing strategies for e-commerce.
Using the right keywords and accurate content optimizes your website for organic search traffic and spurs growth.
Amplify e-commerce content marketing with blogs
Content marketing and blogging are essential parts of a successful marketing strategy.
Curating a powerful and coherent blog to promote your content pushes your website to reach a wider audience while establishing your thought leadership at the same time.
Engage in influencer marketing
These days, when influencers are dominating all the social media platforms and have a huge number of followers, it would be wise to seek help from them to promote your brand.
For some businesses which can’t prioritize long-term investment in digital marketing or plan a strategy from scratch, it makes sense to rope in influencers to save time and earn a quick ROI.
Leverage social media
With millions of people using social media every day, using it to market your e-commerce would really help in reaching more customers and generating more revenue.
It also provides the opportunity to build healthy relationships with your customers.
A business that isn’t active on social media in this day and age will have a hard time eliciting any trust or loyalty from stakeholders.
Feature user-generated content (UGC)
Present your user-generated content in such a way that it does the work of promoting your brand without you looking too self-serving and braggy.
Encourage your customers to share their user experience after using your product. Other potential customers would certainly believe these reviews and invest in your brand.
Personalize the user experience
This strategy includes analyzing your customers’ activities, interests, and what products they frequently purchase; then personalizing their user experience accordingly. Personalization strengthens your connection with customers.
Map out an e-commerce marketing plan
A digital marketing plan for e-commerce is your roadmap to achieving higher sales. Planning it carefully and correctly is very essential as it becomes a deciding factor in the growth of your firm. Here’s a general structure plan that can be used for digital marketing:
Set measurable goals and objectives
This section would include the goal you want to achieve from your business and by marketing your e-commerce website.
The goal shouldn’t be “to increase sales”. It should be clearly defined and armed with a deadline – something like “increase sales by 20% by end of Q2FY22”.
Target potential audience
Use online analytical tools to find out who your potential customers are.
Conduct a survey to extract their demographic status, financial status, interests, etc. to determine the type of audience you need to focus on more.
SWOT analysis
Doing a SWOT (strength, weakness, opportunity, threat) analysis would give you an insight into how to flourish in the industry.
Focus more on your strengths; try to overcome your weaknesses; grab the opportunities you have in front of you; and always be on the lookout for threats or trends that can harm your business.
Formulate a promotional strategy
At last, you would need to outline a roadmap to start the promotional journey of your e-commerce website.
Decide the content you want to use, the strategies of promotion, which influencer to hire, the optimization/review process, etc.
Key takeaways
- Do not blindly copy the strategies of other companies. Rather, device a strategy that is beneficial for your company.
- Use SEO to ensure that your website ranks higher on high-intent search terms.
- Write coherent blogs to amplify your content marketing initiative.
- Hire influencers to promote your brand.
- Leverage social media marketing.
- Personalize user experience.
- Set goals and objectives for your company.
- Analyze your traffic and target potential audience.
