304 North Cardinal St.
Dorchester Center, MA 02124
304 North Cardinal St.
Dorchester Center, MA 02124
Competing in the fast-paced ecommerce arena takes smart marketing across multiple channels. This post will dive into my top tips to get your products discovered, connect with customers, and convert site traffic into delighted buyers.
Whether you’re just starting out or looking to take your established shop to the next level, incorporating these strategies creates a comprehensive plan to drive sustainable growth.
Table of Contents
Your website is the digital hub of your business – optimize it for sales! Ensure your site:
Loads quickly – optimize images, remove unnecessary plugins. 40% of visitors abandon a site that takes over 3 seconds to load.
Is mobile-friendly – responsive design is a must with over 60% of traffic coming from mobile devices.
Is easy to navigate – use clear main menus, product category pages, search and filters. Remove friction in the buying journey.
Provides ample product information – quality images, videos, specs, user reviews build trust.
Uses persuasive calls-to-action – “Add to Cart” and “Buy Now” buttons lead shoppers through the purchase process.
Ranking high in search engines for keywords buyers are searching is imperative. Tactics include:
Conduct keyword research using Google’s free tools to discover high-traffic, low-competition search terms.
Optimize pages and product listings for those keywords by integrating them into titles, meta descriptions, image alt text, etc.
Create content like blog posts targeting those keywords to boost authority and rankings.
Use descriptive URLs with keywords, not generic URLs.
Leverage tools like Google Search Console and analytics to refine based on performance data. With ecommerce SEO being so crucial yet time-intensive, another option is to hire SEO experts and agencies to handle optimizing your site if you don’t have enough time for DIY SEO.
Third-party online marketplaces like Amazon, Etsy, eBay, Walmart.com give you instant access to millions of buyers. Benefits include:
List products easily for increased visibility and new sales channels.
Gain credibility by selling on established platforms.
Leverage the marketplace’s built-in promotion tools like product ads.
Drive brand awareness and traffic back to your independent store.
Social platforms provide unparalleled opportunities to engage buyers where they spend time online. Ways to maximize social ads:
Create ads with compelling visuals and copy tailored to each platform’s format – short videos for TikTok, carousels on Instagram, etc.
Target your ads with detailed audience parameters – interests, behaviors, demographics, lookalikes, etc.
Test different audiences, creative, and placements to determine the most cost-effective mixes.
Promote key traffic drivers like sales, new arrivals, and holiday promotions.
Retarget engaged visitors and existing buyers to drive repeat purchases.
Building an email list allows you to convert and nurture leads over time. Best practices for email marketing success:
Offer an irresistible lead magnet like a coupon or ebook in exchange for signups.
Send a welcome series to build rapport, introduce your brand, and prime leads for future purchases.
Segment your list based on behaviors and preferences to personalize content and promotions.
Promote sales, new releases, and seasonal deals with dedicated email campaigns.
Automate post-purchase follow-ups and win-back emails to delight customers.
Don’t let potential sales slip away! Bring back shoppers who left items in their carts with:
Retargeting ads on Facebook, Instagram, Google that showcase their would-be purchases.
Abandoned cart emails reminding them of the items they were interested in. Include an incentive to complete the purchase.
SMS messages to their mobile phone recapping cart contents and discount code.
TikTok offers a huge opportunity for ecommerce brands to promote products with fun, viral videos. Best practices include:
Post short videos demonstrating your products in action, behind the scenes of your business, etc.
Use trending audios, effects, and hashtags to increase discoverability.
Collaborate with nano or micro influencers in your niche to access their audience.
Promote your online store on your TikTok profile and videos using links in captions.
Go live regularly to engage followers, provide value, and drive traffic.
Pinterest is ideal for showcasing visually appealing products. Strategies for success:
Create eye-catching product pins with links back to your site.
Curate boards of stylized product images and lifestyle photos relevant to your brand.
Tailor alt text and descriptions using keyword-rich language.
Link your product catalog to enable direct checkout from Pins.
User-generated content like reviews, photos, and videos builds trust and social proof. Encourage it by:
Asking happy customers for reviews on your website, Google, and Facebook.
Running contests for product photos/videos – offer discounts for entries you can repost.
Sharing great organic social posts from users and tagging them for credit.
Making it easy to share products on social with buttons on product pages.
Strategic partnerships expand your reach:
Recruit niche micro-influencers to create sponsored posts and stories featuring your items.
Pursue brand collaborations to co-create products/content or cross-promote.
Guest post on industry blogs read by your target audience. Ensure links back to your site.
Sponsor events, local organizations, or podcasts aligned with your brand values.
Remarketing re-engages past visitors:
Install tracking pixels from platforms like Facebook and Google to build targeted remarketing lists.
Create tailored display ads, social ads, YouTube ads, and retargeting campaigns specifically for those remarketing lists.
Develop lookalike audiences of existing purchasers to find similar potential buyers to target.
Leverage analytics to refine your strategy:
Track ROI across marketing efforts in Google Analytics to see what’s working and what’s not.
Conduct A/B tests of elements like email subject lines, webpages, ad creatives, product pricing.
Monitor customer acquisition costs, purchase frequency, lifetime value to evaluate campaign profitability.
Audit analytics regularly to catch issues like declining conversion rates that require immediate optimization.
The ecommerce marketing landscape evolves at the speed of light. But implementing these proven, comprehensive digital marketing strategies sets you up for sustainable success in 2023 and beyond!