How to Develop an E-Commerce Marketing Strategy - business.com

Last updated: 12-06-2020

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How to Develop an E-Commerce Marketing Strategy - business.com

If you want to gain new customers and increase your revenue, you need to have a strong e-commerce marketing strategy in place. A targeted marketing strategy will help you attract the right kinds of customers and grow your income more effectively.

Because there are so many marketing strategies, it can be hard to know where to get started. This article will explain how to develop an e-commerce marketing strategy and give you some ideas to get you started.

Many people are interested in learning about individual marketing tactics but fail to put together an overall plan. This is a mistake, because the plan is what will allow your tactics to work together to deliver results over time.

Follow these four steps to develop an e-commerce marketing strategy:

Before you can come up with a marketing strategy, you need to outline your goals for the year. What are you trying to accomplish? Here are a few examples of marketing goals.

Once you identify a broad one-year goal, try to get increasingly granular with your objectives. For instance, if your goal is to gain new customers, you might specify that you want to convert 100 new customers every month.

Once you've outlined your goals, it's time to define your target market. You have to know who your ideal customer is, because it influences where and how you should focus your e-commerce marketing efforts. If you skip this step, you might miss crucial information about your target customers and the problems they face.

If you already have an audience, the best way to get started is by sending a survey. If you don't have an audience yet, begin to define your ideal customer. When you're researching your target market, identify the following demographics:

Next, identify your main competitors, and note their current strengths and weaknesses. This analysis will help you find opportunities to gain an edge.

Examine your competitors' websites and the types of products they're selling. How detailed are their product descriptions? Do they promote their business with a blog, and if so, how often do they post? If you sign up for an SEO tool such as Ahrefs, you can analyze your competitors' traffic and see where it is coming from.

Competitor research is an ongoing process; continue to monitor what your competitors are doing so you can stay on top of changing trends in the marketplace. Sign up for your competitors' newsletters, and follow them on social media. It's also a good idea to purchase some of your competitors' products to see what the customer experience is like.

It's very easy for consumers to compare prices today, so it's important to do some work on this upfront. Now that you understand your ideal customers, you should have a better idea of what they're willing to spend money on and how much they're willing to pay for those things. You don't want your target customers to consider your products overpriced. 

Now that you've completed the initial steps in developing your e-commerce marketing strategy, it's time to start focusing on the components of your plan. Here are seven ideas to get you started:

As the term implies, SEO involves optimizing your website so that it ranks highly in search engines. There are many facets of SEO, but one important component involves giving proper attention to certain keywords so that your site ranks well in search engines such as Google. SEO is one of the best ways to increase organic traffic to your website.

Many business owners don't want to bother with SEO, because it takes a lot of work on the front end. But once your site starts ranking for certain high-traffic keywords, you'll continue to generate a steady stream of free traffic to your website.

The first step is to do keyword research using an SEO tool. When you're looking for keywords, make sure they meet two basic criteria: The keywords should have high search volumes, and they should allow your site to rank highly in search engine results.

If you choose keywords with low search volumes, the payoff will be minimal. But if you select keywords that are already covered extensively by more relevant sources, you'll probably never make it onto the first page of Google.  

Once you know which keywords you're targeting, make sure you place them in the right places. Focus your SEO efforts on these three areas:

For the best results, include the keywords in the URL, title, image alt text, body and meta descriptions.  

Content marketing involves creating various forms of content and sharing that content with your audience. Implementing a content marketing strategy is one of the best ways to connect with your customers and create an engaged and loyal following.

Before you can launch your content marketing efforts, you need to decide what kind of content you will create. Here are some ideas to get you started: 

Email plays an important role in any marketing strategy, and an automated email campaign is one of the best ways to continue building a relationship with your audience and encourage people to buy from you.

You need to take a strategic and thoughtful approach to email marketing. A good way to start is by creating a weekly newsletter for your subscribers. A newsletter is a great way to build rapport, share helpful content and notify your subscribers about current promotions.

According to Statista, 30% of consumers ages 18 to 34 have made a purchase through social media. This shows that social media is not just a place to share content but also an avenue to convert followers into customers. Here are the top social media platforms for e-commerce marketing:

As customers have grown increasingly tired of paid advertising, many companies have transitioned to influencer marketing. This strategy involves partnering with an influencer who has a well-established audience within a specific niche.

Your business can partner with an influencer to promote your products to their audience. This is typically done through social media and other content marketing channels.

Influencer marketing can be very effective when done the right way. This person has already built trust and credibility with their audience, so their audience will be more willing to try your products. This makes influencer marketing a valuable tool for e-commerce brands. 

User-generated content is a great way to establish social proof for your business, because customers like to see that other people just like them are using and enjoying your products.

There are many ways to create user-generated content, and technically, a product review is considered user-generated content. But a good example of user-generated content is what sparkling-water brand LaCroix has done on its Instagram page. The company regularly shares visually appealing photos of its customers enjoying LaCroix beverages.

Paid advertising often gets a bad rap, but it's still one of the most effective marketing strategies. The two best advertising strategies for e-commerce are Google Ads and Facebook ads.

If you already use Facebook and Instagram as part of your social media strategy, then you might want to incorporate Facebook ads. With Facebook ads, you can target users based on their demographics and interests.

Facebook ads are a great way to reach your target audience and introduce your product to a new audience of potential customers. You set up the ad in the Facebook ads manager, and it will be displayed on both Facebook and Instagram.

In comparison, Google Ads works by targeting specific keywords. When a user searches for a keyword or phrase, your ad will show up at the top of the search results. This is a great way to target users who are searching for something specifically related to your product.

Creating a strong e-commerce marketing strategy takes time, and you may not get it right on the first try. The best way to get started is to choose one strategy and test it, to see how well it works for you. If that strategy isn't successful, you can move on to the next item on the list until you find a plan that works for your business.


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