How do you build a winning eCommerce marketing strategy?
ECommerce shopping became second nature so quickly that it’s easy to forget how much room for growth there still is. For example, Federal Reserve data shows that eCommerce makes up less than 16% of retail sales in the US, though that market share is on the rise again after a brief post-pandemic pause.
Even more telling, however, is the fact that more than 80% of the American public is expected to do at least some online shopping this year. Sellers can capture this attention and turn it into leads and sales — but there’s a catch.
As vendors vie for shoppers in an increasingly crowded marketplace, it can be difficult to stand out from the competition and capture your ideal customer’s attention.
So, where should business owners begin?
5 Effective Components of Your ECommerce Marketing Strategy
A well-conceived marketing strategy can help you beat the competition and grow your eCommerce brand, and these five components are an ideal starting point for your eCommerce marketing strategy.
While the right tactical mix and emphasis will differ for every business, each of these methods should at least be considered as you set out to generate leads and sales.
1. Website
Your eCommerce brand probably won’t last long if you don’t have a website.
Much like a brick-and-mortar store’s physical location, your website serves as the headquarters for your brand online. Even if Amazon is your primary selling outlet, your website can establish credibility and trust for online shoppers who choose to do off-platform research before making a purchase.
That said, your eCommerce website can do much more than serve as your online business card. A website built on Shopify, for example, makes it easy to manage and sell products directly. WordPress sites can sell products by integrating WooCommerce, a free plugin that seamlessly integrates sales functionality for the web’s most widely-used platform.
2. Paid Ads
While the old marketing cliche that shoppers need to see an offer seven times before they convert isn’t scientifically proven, it does stand to reason that prospects are more likely to make a purchase when they feel confident that a brand is credible and their offer is valuable.
Paid ads are the most effective way to get your products or offers in front of potential prospects right away. That said, you’ll need to have a robust marketing infrastructure to capture leads and capitalize on the traffic your paid ads generate.
Depending on your offer, audience demographics, and competition, paid ads might not generate the desired results at a feasible price point. But it’s important to at least test paid ads on Google, Amazon, and social media platforms to see if your audience will bite.
3. Social Media Management
Social media is an essential part of effective eCommerce marketing strategies. If you’re planning ad campaigns on social channels or trying to build a community around your brand, it’s imperative to create profiles that link back to your website and share consistent information about your products.
Of course, brand awareness is just one benefit of establishing your social media presence as an eCommerce seller. Instagram alone has over 500 million active users and allows you to sell products on the platform. TikTok has also made significant advances as a shopping platform, with the added benefit of reaching different audience segments that aren’t using Meta products.
Channels like Pinterest have also increased eCommerce functionality with new features like shoppable pins. Establishing your brand on Facebook and even LinkedIn to tell your story can lead to awareness and engagement that wouldn’t be available otherwise.
Finally, businesses that don’t have active social accounts or accessible listings in directories like Google Business Profile can appear untrustworthy to shoppers. Prospects are more likely to become customers if they can verify a brand’s digital presence independent of a single ad or social post.
4. Email Marketing
Email marketing can be a great tool to help you gather relevant information about your customers — and share opportunities for them to return to your store.
Outputs like monthly newsletters, blogs, offers, and announcements directly to a customer’s inbox can make a big impact. Further, you can track opens, clicks, and conversions more effectively through email than paid ads on platforms like Facebook and Instagram.
The key to email marketing success is consistency. When someone opts in to updates, for example, send them an automated welcome email that pulls in dynamic user information for a personalized experience.
You can follow up that welcome email with a series of messages that include offers, quizzes about their preferred products and services, or product announcements. If your email list is connected to your customer database, you can even create special messages for your biggest customers that show how much you appreciate them with exclusive offers and content.
5. Blogging
Blogging for your business is a great way to get your brand in front of more people. It creates content that you can share on multiple channels, establish yourself as an industry leader, and incorporate user-generated content.
It’s important to optimize your blogs with searchable keywords. This helps people discover your business more easily. You can cover specific topics about your products or services.
You can also share testimonials or reviews from your customers in your blogs, which highlights your authority and indicates that your brand is trustworthy. Other topics can include timely news about your industry, team profiles, or any number of topics that are relevant to your audience. Be creative and look for opportunities to provide value so that your shoppers will have a positive impression of your brand.
Building a strong eCommerce marketing strategy using tools like social media, email marketing, and blogging can help you connect with your customers and increase your sales.
ECommerce Marketing Case Study: DTC Product Launch
A family business selling its first product solely through eCommerce needed help spreading the word about its launch.
KWSM created a series of Meta Ads that generated hundreds of thousands of impressions and drove tens of thousands of users to their website within the first six months following the product launch.
Why You Need an ECommerce Marketing Strategy
It should be clear by now that your eCommerce marketing strategy will require significant time and effort, as well as a healthy mix of creativity and technical knowledge, to get the results you need.
If you’re preparing to bring a product to market and you want to make a splash online, KWSM can help. The tactics above, along with other methods like influencer marketing and public relations, can give your DTC or eCommerce product the best chance of sustained success.
