What exactly is ecommerce marketing?
Basically, ecommerce marketing is just the process used to increase online sales, build brand awareness, and generate customer loyalty.To do this, businesses must first capture attentionand drive traffic to their websites. They can theneither attempt to compel visitors to makea purchase or to offer their personal information in exchange for ongoing marketing materials.Ecommerce marketing from a business perspective:
Let’s explore the foundation ofecommerce marketing strategy from a businessperspective.
There are 4 key stages businesses must movepeople through to transform them from strangers to customers, and then from customers to brand promoters:
- Stage 1: Attract the target audience withmarketing tactics like Facebook advertising.
- Stage 2: Convert website visitors into sales leadsby capturing their information.
- Stage 3: Close sales by compelling salesleads to make a purchase.
- Stage 4: Delight customers to turn theminto brand advocates and promoters.
Ecommerce marketing from a customer perspective:
Now, let’s explore the ecommercemarketing funnel from the customers’perspective using a time-tested formula called “AIDA.”The American businessman Elias St. Elmo Lewisdeveloped this formula over a century ago in1898, but its principles are just as relevant today.
AIDA stands for:
Awareness: Your target market must first becomeaware of your products or services.
Interest: People must then become interestedin the benefits of your products or services.
Desire: Interest must transform into desire tolay the foundations needed to make a purchase.
Action: Peoples’ desire must be strong enoughto compel them to make a purchase.
Attract your target market
Here’s what we’ll cover:Organic marketing methods
- Social media marketing
- Content marketing
- Search Engine Optimisation (SEO)
Paid marketing methods:
✔ Influencer marketing
✔ Referral program
✔ Affiliate marketing
First things first: Before you can make a sale, you have to get the attention of your target market.
Before we explore various ecommerce digital marketing methods, it’s vital that you define atarget market.Here’s the thing: Your brand can’t be all things to all people.To stand out from the competition, it’s very important that you choose a target market and position your products or services as the perfect solution available.
When you tailor every aspect of your business toa well-defined target market, you go from good to great.
Think about it — if someone has a heart problem, do they want to see a general practitioner or a cardiologist? In other words, niching down and specialisinghelps you cut through the noise. As the management consultant Peter F. Druckeronce said:
“The aim of marketing is to knowand understand the customer so well that the product or service fits him and sells itself.”
So, before you move on, take a moment to clarifywho you’re targeting. Then, work out how youcan position your offer to resonate powerfully with your target market.Once you intimately understand everything about your target market and your offer’s benefits, it’stime to start marketing.
Broadly speaking, there are 2 types of ecommerce marketing: organic and paid.
Choose a target market andposition your products or services as the perfect solution available.
Use organic marketing methods
The term ‘organic marketing’ refers to any typeof marketing activity that’s ‘free.’ In other words,you don’t have to pay money to do it.So, if you have a limited budget and are downto hustle, you can use the following ecommercemarketing tactics to attract your target market:
- Social media marketing
- Content marketing
- Search engine optimisation
That said, it’s worth noting that organicmarketing methods take time – lots of time.Plus, to compete effectively, you may need tohire experts to help or pay for courses so youcan learn the ropes.
Let’s take a closer look at these 3 powerful organic ecommerce marketing methods.
- Connect with your target marketon social media Perhaps the fastest way to generate sales organically is to build genuine relationships with people on social media. You can also engage your target market inFacebook groups, LinkedIn posts, and more —consider where your target audience spends themost time online
- .Engage your target market with valuable content Content marketing is the process of creating andpromoting online media that’s designed to attractand nurture a target market. There’s virtually nolimit to the different types of content you cancreate, too — for example, you could produce
✔ Blog posts
✔ White papers
✔ Podcast episodes
✔ Case studies
✔ Online courses
- Drive traffic by ranking web pagesin search engine results Another popular type of organic ecommerce marketing is search engine optimisation —or ‘SEO.’
This is the process of creating andoptimising web pages and content to appearhigher in the search engine results pages (SERPs).search engines like Bing and Baidu — the no.1search engine in China.
Here’s the thing: SEO is a slow-burn ecommerce promotion strategy. So, you’ll need to produce plenty of search engine optimised web pages and content to improve your rankings.Still, SEO is the gift that keeps on giving. Once you’re up and running, high-ranking content can continue to pull in traffic for years, with minimal updates.
Use paid marketing methods
If you’re looking to hit the ground running, there’sno faster way to generate leads and sales thanto buy them. And unlike organic ecommerce marketing methods, paid marketing methods don’t require you to spend months building a social media following or improving your SEO rankings.
These marketing channels are also pretty straight forward: put money into the system,optimise the system, get money out of the system.That said, paid advertising channels will stop producing sales the moment you stop investing money into them.
And although organic marketing methods take time to build, they have momentum and will usually continue to bring insales even if you dial the investment back.Let’s explore 4 of the most popular paid ecommerce marketing tactics available.
- Facebook Ads and Google Ads are undoubtedlythe 2 most significant and comprehensive ecommerce advertising platforms in the West. Both platforms provide highly sophisticated targeting and optimization controls that allow you to home in on your target market withunbelievable accuracy. Alright, aside from ecommerce advertising channels, how else can you pay to acquire leads and sales? Facebook Ads and Google Ads are undoubtedly the 2 most significant and comprehensive ecommerce advertising platforms.
- Partner with influencers Influencers are people with relatively large social media followings — they literally have influence over a significant number of people. Influencer marketing is the process of partnering with influencers to promote your products or services to their existing audience.
- Create a referral program You can also ‘pay’ to acquire new customers with discounts designed to incentivise customers torefer people in their network to your product or service. Here we can see Helm Boots offering customers a $50 voucher if they get a friend to make a purchase. Plus, the brand makes it easy to convince friends to buy something by offering them a $50 discount too. Referral programs have the potential to drive profound exponential growth if most customers refer just 2 friends.
- Create an affiliate marketing program Similarly, you can also drive sales by creatingan affiliate program. Affiliates are third-party marketers who promote products and services.