14 Ecommerce Marketing Strategies Your Business Should Be Using

Let’s say you’re in the market for a rose gold watch for a woman, be it yourself or someone else. When you search for this on Google, you’ll see everything from rose-tinted stainless steel for $25 to complete rose gold watches studded with chocolate diamonds and a mother of pearl face that costs several thousand.

And you’ll find hundreds of thousands of results—if not more—in between.

There is a ton of competition online for ecommerce businesses, so knowing how to set yourself apart and get your name out there is essential. Your ecommerce marketing strategies should focus on capturing people looking for products and actively using several outbound strategies to get people to want to find you.

There’s a large number of different ecommerce marketing strategies out there, and in this post, we’re going to take a look at 14 of the most essential strategies you can use to set yourself apart and get more sales.

Note, this blog post was updated on May 16, 2019.

Low-Cost Ecommerce Marketing Strategies

Virtually all ecommerce businesses can and should use these low-cost marketing strategies. I consider these tactics to be the building blocks of an ecommerce marketing strategy, because even one single action (like updating keywords or just one blog post) can yield return for years to come.

1. Optimize Your Site for Search

Search engine optimization (SEO) is still an essential part of marketing and you want to make sure that both your site and all of your individual product pages are fully optimized for the exact keywords your audience is searching for.

Keyword research can help with that. You can check out our full guide on how to conduct thorough keyword research here.

Watch out for dialect differences, too. Are they searching for “timepiece” instead of “watch?” Make sure you’re optimizing for those keywords correctly, even if the general population is searching for them less overall.

2. Include Reviews on Product Pages

I can’t overstate the importance of reviews. 84% of people trust online reviews as much as they trust their friends. That means we either really trust reviews or we all have really bad friends…I’m going to assume it’s the former.

As if that’s not significant enough, 88% of users incorporate reviews into their buying decision. You can’t afford to skip out on reviews.

There are a lot of plugins for WordPress and Shopify apps that make it easy to upload customer reviews (which can include pictures and videos) to your product pages. Yotpo and Pixlee are both excellent services that can help with this.

3. Use Content Marketing

For many ecommerce businesses, content marketing means blogging, but also can include using lead magnets like ebooks to bring customers to your site and encourage them to purchase or sign-up for your email list.

Content marketing is free if you do it yourself, though you can also hire content marketers to develop your strategy for you or to write the posts entirely.

Remember that your blog shouldn’t be about the new products you have. Instead, if you’re an ecommerce company wanting to promote a new line of fitness apparel, write a post talking about the different qualities that people should look for in clothing when they’re doing different types of exercises.

You’d be amazed how many people Google things like “what should I wear to yoga” or “what kind of clothes should I wear kickboxing?” Not only are people looking for answers, they’re also ready to buy these clothes.

You can learn more about content marketing for ecommerce businesses here.

4. Guest Post

You can extend your reach to other blogs and publications, putting your content in front of a new audience and getting a few key links back to your site.

Only submit posts to high quality, high authority publications that you want your business to be associated with and preferably only those with engaged readerships.

5. Market on Social Media

Social media marketing is entirely free (unless you outsource it) and it’s an excellent way to build and nurture relationships with customers. It can also help you connect with new users thanks to sharing, Facebook recommendations and algorithms that share what your friends are up to.

ecommerce marketing strategies

In my opinion, Facebook, Instagram, and Pinterest are the three key social media platforms that ecommerce businesses should be focusing on, though Twitter is a close fourth.

When it comes to social media marketing for ecommerce, make sure that you’re focusing on customer relationships more than just endlessly and exclusively promoting your own products. You also want to answer questions fast to avoid abandoned carts.

6. Put Influencers to Work for You

Depending what influencers you go with, this one might not be so low cost, but for a lot of relatively small or medium-sized ecommerce businesses, influencer marketing doesn’t have to cost an arm and a leg.

If you use this strategy, you’ll want to reach out to influencers that your target audience follows.

Micro-influencers can be just as effective, even if they only have 12,000 followers instead of 12 billion. That’s good news for you, since who actually wants to work with a Kardashian?

Users typically trust micro-influencers more, seeing their recommendations as more legitimate. Some may ask for pay, others may just want a set of free products.

It can be an investment, but if they have an active, engaged audience, go for it. It’ll be worth it.

7. Start Email Marketing

Email marketing is a cornerstone part of ecommerce marketing and if you don’t think it can be effective, you’re wrong. With great visuals and great copywriting, you can deliver targeted suggestions, product announcements and discount offers to an audience who is already interested in your product.

Include personalization in your emails where possible. Add user names to the email subject line, or send automatically customized recommendations based on past purchases with segmented email lists.

This will help you a great deal, as one case study found that automated personalized emails had a 75% higher open rate than those that lacked personalization.

8. Create a Shoppable Instagram

Instagram is a highly visual platform, with all the emphasis being on images and videos. It’s also a platform where users are thrilled to engage with brands, so it’s the ideal solution for ecommerce businesses selling products.

You can get the most out of the platform by making your Instagram shoppable.

Shopify stores and certain select brands can create actual Shoppable posts, where you tag products in your pictures. When users click on them, they see basic information like price and they can click again to purchase.


If this isn’t available to you, you can use third-party tools like Have2Have.It, which works similarly but through a profile link.

PPC Ecommerce Marketing Strategies

Pay-per-click (PPC) advertising uses on a bidding system, where you bid for user placements and then you pay when individual users take these actions (like clicks or conversions). This can cost more than the previous options, but it also lets you be more aggressive in targeting your audience and putting your products in front of them.

9. Google AdWords

With Google AdWords, you target specific keywords, effectively bidding to show up in relevant searches. Ads are displayed above search results, giving you an edge.

AdWords can help you connect with users who are actively searching for certain products or services, meaning they’re further along in the research or buying cycle, making AdWords a valuable system to invest in.

There’s a lot of strategy that comes into play when it comes to Google AdWords, so consulting an expert agency (like us!) can help make sure your money is well allocated to yield high returns.

10. Facebook & Instagram Ads

Facebook and Instagram Ads operate under the same interface, so we’re lumping them in together here.

These ads work differently than AdWords. Instead of targeting users by search intent and showing them ads when they’re looking for you, you target users based on different qualities like age, interest, and location to introduce them to your product. It’s inbound marketing at it’s finest, and it’s a great way to create demand and introduce users to your products.

Ready to get started with Facebook Ads? Check out our 101 guide here.

11. Promoted Pins

Promoted Pins is Pinterest’s PPC system and works a little like a combination of Facebook Ads and Google AdWords.

Promoted Pins work in several different ways, giving you the option to just have your ads pop up in relevant users feeds and/or to have them appear in relevant searches. It’s the best of both worlds, and since a large percentage of pinners use the platform to make buying decisions, it’s a great investment for ecommerce businesses.

12. Retargeting

Retargeting is the practice of sending targeted ads to specific users who have already interacted with your brand. This could include targeting users who:

  • Have recently visited certain pages on your website
  • Have purchased from you in the past
  • Are email subscribers
  • Were customers in the past, but are no longer engaged

Facebook is the king of retargeting, but Google AdSense also has strong retargeting capabilities.

The High-Tech Ecommerce Strategies

Ready to launch your marketing campaigns into the next century? These high-tech strategies are best suited to ecommerce businesses who have some extra marketing money to spend and have a product type that users will consistently engage with.

There’s two big plays you can go for here: app development and virtual reality.

13. Develop an App with Push Notifications

Having apps just for your business that customers download is a fantastic way to make sure that you’re staying at the forefront of their minds. Just think about how often users are on their phones, looking for something to do.

Whether your app makes the shopping experience easier with one-click purchases or customized recommendations, or it serves a different purpose (like offering style advice based on local weather), make sure that you develop push notifications to bring users’ attention right back to you. These can pop up on phones and smart devices like Apple watches, keeping users engaged on a regular basis.

14. Target Virtual Reality Technologies

There are a lot of different ways to get involved with Augmented Reality (AR) and Virtual Reality (VR), though it’s worth nothing that the latter in particular may only put you in front of very specific types of audiences. These audiences will be tech-savvy and likely relatively high income.

Augmented Reality is a type of VR and is often the best option for ecommerce businesses. Examples could include:

  • Furniture stores that let you upload pictures of your actual room along with it’s dimensions and then scale the furniture so you can see how it would look. Amikasa does an excellent job of this in their ecommerce app.
  • Apps allowing users to hold their phone over their wrist to see how a bracelet would look.
  • Makeup retailers who let users upload pictures of themselves to see how the different products would look on them. Sephora currently uses this strategy.
ecommerce marketing strategies

Conclusion

There are a lot of ecommerce marketing strategies out there, but these 14 are some the most reliable and most effective for most ecommerce businesses.

There’s a wide variety of options here. They range from free and instantaneous to those that will take months and thousands of dollars to implement. They’re all worthwhile and they can all work on their own.

That being said, your marketing plan should incorporate a variety of different individual tactics that utilize both inbound and outbound marketing to target your audience completely.

Article by Ana Gotter from DisruptiveAdvertising.com

E Commerce Grows 19 Percent in Europe This Year

E Commerce Grows 19 Percent in Europe This Year

The Global E commerce Association predicts that in 2017, e commerce in Europe will increase by 19 percent. However, In Asia, e commerce will be growing harder this year. Europe has the highest internet penetration and the e commerce boom there is much more striking.

According to the Global E commerce Report 2017, written by the E commerce Foundation, the e commerce sales growth rate is predicted to decline. But, e commerce is still growing all over the world with growth rates last year ranging from 1.45 to 39 percent. For the European section of the report, the e commerce foundation looked at France, the UK, Germany, Russia, Italy, Spain and Turkey.

Logistical Performance Highest In Germany

As research shows, logistical performance is different in every country. The score is the highest in Germany (4.23). The United Kingdom comes in second with (4.07) and the United States in third with (3.99). Russia has the lowest score overall, with (2.57) points. The score reflects perceptions of a country’s logistics based on a few things, which are, the efficiency of custom clearing process, quality of trade and transport related infrastructure and ease quality of logistic service.  

The E commerce foundation has also looked as the ease of starting a business in a country. This mean, where the regulatory environment is the best for the starting of a business.The United Kingdom landed itself on the 7th place in the list. Whereas, Germany ranked 17th and France 29th.

Europe Has The Highest Internet Penetration

According to the report, Europe has the highest internet penetration, with 80.5 percent of its population accessing the internet. However, the lowest penetration is in Asia Pacific with 46.6 percent. To be more specific, the region generally has high internet penetration rates but because India and Indonesia’s extremely low rates, this affects the overall average and brings it down substantially. When we look at the penetration rates country by country in Europe, UK ranks as the highest with 97.52 percent.

E Commerce In Europe: 400 Billion Euros in 2017

According to calculations, the total b2c e commerce turnover for the selected countries is expected to see a rise to about 1.56 trillion euros in 2017.As you can see in the pie chart below, the Asia Pacific region has the most share of this e commerce turnover. Asia Pacific accounts for almost half of the total commerce revenue. Europe contributes a 25.64 percent share with a turnover of about 400 billion euros.

Research has also been done by the E commerce Foundation on which countries have the fastest growing e commerce market. Australia takes the lead with a 40 percent growth and Turkey comes in second place with 31 percent. The top five include Italy with 26 percent and Spain with 25 percent.

Another interesting fact about Europe, it that it currently holds the highest e commerce share of GDP compared to all the regions. E commerce in Europe accounts for 4.91 percent of the region’s gross domestic products. United Kingdom currently holds the highest E-GDP where it accounts for the country’s GDP. But, when it comes to e-shoppers North America is still taking the lead with Europe still far behind. In North America 70 percent of its internet users also shop online whereas in Europe only 58 percent of their internet users shop online.

A year ago or even longer before, 57 percent of online consumers purchased something through their smartphone or tablet in europe. But now, 22 percent of consumers purchase weekly using their mobile devices. In addition, 40 percent of these consumers are very happy with their purchases made through m commerce. Many happy mobile shoppers can be found in the UK and France.

People In Europe Like To Pay with Credit Cards

According to the information that has been collected, paying by credit card is the most popular form of payment method (54%) in Europe. Payment by debit card follows close behind with 45% followed by PayPal with 39 percent, followed by cash on delivery which is 20 percent, bank transfer at 11 percent and lastly gift cards at 7 percent. Turkey moreover has the highest monthly online payments, with 44 percent of its people making online payments monthly.

Bank credit cards are the most used e commerce payment method globally

 

Post originally written by E Commerce News Europe on the 29th September 2017

How To Pick The Perfect E Commerce Platform For Your Store

How does one decide on the right platform where there are hundreds of e commerce platforms to choose from? There are two options for you, one which is to go with a pre-built e commerce platform with everything ready for you including templates you can choose from and two, hiring a web developer you build a brand new one for you. Most people would lean towards option one, this being that it is much easier to use and you’ll also be able to work closely with other online store owners under the same e commerce platform provider.

As mentioned before, the e commerce platform market isn’t a small one, it’s huge with many options for you to choose from. Some providers might have a clean and simple feel to them, whereas some can feel cluttered but offer much affordable rates.

When first venturing off into the ecommerce platform market, you’ll find a few difficulties picking your first ecommerce platform to work with. Here are a few questions you should be asking yourself before deciding on a platform:

Service Or Products: This is an important question to ask. What are you selling? Are you selling a service or physical goods. It makes a huge difference when you are thinking about shipping costs and etc. Look for a platform that can suit and support your product needs.

Payment Methods: Look for a platform that offers a 3rd party payment method. Not all e commerce platforms offer the 3rd party payment method option. This is especially important is you are thinking of tapping into the international market. You’ll need to provide your customers from different parts of the word an easy way to pay you.

Hosted or Self Hosted: If your business requires you to change the look of your website often then look for platforms that will allow you to have a self hosted version of the store. Either way, majority of the platforms will allow you the flexibility of modifying your own store within a live environment.

Payment Plan: Lastly, pick an e commerce platform that suits your budget the best. Look for paying monthly methods instead of giving a small percentage of your sales to the e commerce hosting company. This will work in your favor in the long run.

All that there is left for you to do now is to go online and look for the most popular platforms available today, and start experimenting with it until you find something that you like and works for you. Then only will you know that, that is the e commerce platform you want to work with. The upside is, most e commerce platforms today allow you to sign up for a free trial before committing.

Here are some of the well known e commerce platforms:

How To Pick The Perfect E Commerce Platform For Your Store

 

Here is a breakdown of the top 3 e commerce platforms:

Shopify

How To Pick The Perfect E Commerce Platform For Your Store

Shopify has over 12,000 merchants and is no doubt the most popular e commerce platfrom when it comes to building your own online store. In December of 2013, Shopify received a seed funding of $100M which will help them stay tremendously competitive with their competitors. With the funding, Shopify has plenty of opportunities to develop new technology and researching new markets to expand their reach.

If my business was selling clothes, digital books or furniture, I would definitely pick Shopify as my e commerce platform. Why? Because the themes and add on directories that are provided are more targeted to those kinds of stores. Besides that, Shopify already has thousands of merchants doing the same thing.

The upside to using Shopify is that because there are so many people on it, you’ll be able to receive community support if and when you do face any problems setting up or even after you’re done setting up. The lowest priced package starts at $14 per month for the basics and goes up to $79 per month for the professional package.

Instantestore

How To Pick The Perfect E Commerce Platform For Your Store

Instantestore is a browser based e commerce platform and a shopping cart software. This platform is great for beginners who have no programming or IT knowledge who would like to sell online. The solution has an array of features on top of its slick and easy to navigate admin panel. The setting up of a store on Instantestore is quick and simple. Everything from picking a template to payment options to the actual operation of the shopping cart will be simple.

On top of the regular e commerce features (product merchandising, site design, SEO, online marketing and design processing), Instantestore also has a pricing feature for those who are interested in selling wholesale.  For sellers who want to provide price breaks for bulk purchase customers, this feature will work wonders for you. Sellers can give different wholesale pricing to different groups of customers. Customers who would prefer to have non-retail price will need to have their wholesale application approved. The seller can then set the price level for the product (up to nine different price levels). This would be ideal for wholesalers who have different bulk purchase customers.

Lastly, the best part about Instantestore is that is easy and very versatile for any online business. Not to mention they have great user reviews! The lowest priced package starts from $20 per month for the basics and goes up to $150 per month for the “Dominator” package.

Volusion

How To Pick The Perfect E Commerce Platform For Your Store

It is almost expected that each e commerce platform company offers support for different areas of goods to sell. If you’re a business that sells food items, furniture or bikes then Volution is the platform for you. The default styles that they offer are perfect for such stores.

Volution is also another e commerce platform that offers a shopping cart software. It also includes features for product merchandising, site design, SEO, online marketing and design processing. Other features that they have are affiliate marketing and a loyalty rewards program. Volution also offers additions services such as protection from fraud, domain names and more.

This e commerce shopping platform has a great track record and is reliable. Volusion also offers an independent shopping cart software for customers who are looking to be a bit more serious with their business. The lowest priced package starts from $15 per month for the basics and goes up to $135 for the “Premium” package.

Facebook Introduces Watch, Its Redesigned Tab For Video Programming

Facebook’s battle for television ad dollars is about to begin in earnest. The company said today that Watch, its redesigned video platform, will begin rolling out to a small percentage of users tomorrow. Watch features original programming financed by Facebook, alongside videos from other creators, in a tab that will become personalized to your interests over time. It will begin replacing the current video tab for users tomorrow in Facebook’s apps for Android, iOS, the web, and television.

Shows available at launch include Nas Daily, featuring a creator who makes a daily video with his fans; Gabby Bernstein, an interactive show from the motivational speaker; and Kitchen Little, from publisher Tastemade, which follows kids making recipes with professional chefs. Facebook also reached a deal with Major League Baseball to broadcast one live game per week.

If successful, Facebook’s push into video programming could represent a major new source of revenue for the company, which has begun running out of room to place new ads in in the News Feed. It could also pose a strategic threat to other big video purveyors, including YouTube, Amazon, and Netflix. First, though, Facebook needs to prove that its users will watch longer video — and accompanying mid-roll advertisements — inside its apps.

Facebook paid creators to make some of the shows that will appear in the Watch tab, describing it as an effort to seed the app with original content for the launch. (It declined to name the programs.) Over time, the company plans to stop funding original shows with up-front payments, instead earning money by taking 45 percent of the revenues generated by ads.

The Watch tab arrives a little over a year after Facebook introduced a dedicated video tab into its main app. Until now, the tab has served up a seeming mishmash of videos from big publishers and pages that you follow. The Watch tab puts a lot of structure around videos, breaking them up into categories including “What friends are watching,” “most talked about,” and “what’s making people laugh.” (There’s also category for videos longer than 10 minutes.) The tab is divided into two sections: discover, which suggests videos for you to watch now, and the watchlist, which collects videos for you to watch later. If you find a video you like, you can follow the show, and new episodes will then appear inside the watchlist.

In interviews, Facebook played up the social aspect of its video platform, saying the Watch tab enabled communal viewing in a way that other services didn’t. “What makes watching Facebook videos special is your friends,” said Daniel Danker, who leads product management for video. “You discover videos through your friends. You often find yourself discussing videos with friends. Video has this amazing power to bring people together and build community.” Every show has a comment section, and some are associated with Facebook groups where fans can discuss new episodes in detail.

For now, publishers have to be invited onto the Watch tab. Over time, though, Facebook expects to let anyone publish to it. Right now there are “dozens” of shows available; by the time Watch is available globally, that number will be in the hundreds, Danker said.

Will it succeed? Facebook has plenty of advantages at launch. It has 2 billion people with their eyes glued to its app, and lately those people have demonstrated a healthy appetite for consuming video. It has commitments from big publishers and entertainment companies, who are desperate to find large new audiences and sustainable new sources of revenue. It has a product team that excels at copying the best bits of other services and integrating them into its own apps, iterating on them over time to maximize their addictiveness.

But it has disadvantages, too. For starters, the marketplace for online video is insanely crowded. At the high end, Netflix, Hulu, HBO, and Amazon dominate. In the realm of user-generated content, YouTube has a 12-year head start in attracting creators and viewers, who are watching an hour of video a day there. And Facebook’s first big push into video, which centered around live broadcasts, largely sputtered.

For now, though, it would seem unwise to underestimate Facebook. The company is rich, and can afford to be patient. It may not deliver a brilliant video tab in the short term. But given the billions of dollars at stake, I expect the company to keep trying until it does.

This article first appears in The Verge on 9th August 2017 written by Casey Newton