What Is eCommerce Digital Marketing?
eCommerce digital marketing is all about boosting an online presence to grow brand recognition and increase sales. With this digital-focused strategy, eCommerce web marketing boosts awareness and drives action towards a business that sells online – a must-have strategy when thinking about standing out in a bustling online space.
And the best part? It’s super customizable. There are a lot of avenues to utilize when thinking about a digital marketing plan for eCommerce. With everything from social media to optimizing search engines, email campaigns, and content marketing, the options for eCommerce internet marketing are diverse and personalized.
eCommerce Digital Marketing in 2021
eCommerce digital marketing was already cemented as a key strategy for businesses selling products and services online, and in light of the pandemic, these digital options have only continued to gain traction.
While classic advertisements on billboards have long been a staple, more and more businesses rely on digital strategies for the bulk of their marketing in 2021. As the digital era was already on the rise pre-pandemic, more time spent at home on our phones further perpetuated the switch, making a transition to digital marketing essential to businesses’ survival.
Beyond it being necessary, eCommerce web marketing is also highly cost-effective. As mentioned before, the different strategies and platforms that can be used for a digital marketing campaign are numerous, allowing each business to customize their plan based on their digital marketing goals for eCommerce store sales. Plus, digital marketing is vastly more appealing to younger generations – a coveted consumer base every business is looking to tap into.
All in all, the key to success in 2021 is eCommerce internet marketing. It’s just that simple.
Where Digitial Marketing Starts
Every great digital marketing strategy for eCommerce starts with a plan. With different platforms to choose from and various goals in mind, sitting down and planning out your strategy is essential to seeing the results you’re looking for.
How’s this done? Our team at Catapult has a lot of experience with eCommerce web marketing, and we are breaking it all down here.
Create a Digital Marketing Plan
eCommerce web marketing is essential for solidifying your business’s reputation and online presence, but how do you achieve these goals? To reach your desired audience and boost business in this highly competitive market, you need a great plan.
With a plan in mind, you’ll not only help direct your strategy but ensure that everyone on the team has a clear guideline of what’s set to happen. It’s also important to have a plan to better monitor the progress of your campaign and its efficiency.
To help create a plan, we recommend:
- Doing a SWOT Analysis
SWOT analysis is an analytical tool that maps out the factors that can influence business. SWOT focuses on 4 key elements – strengths, weaknesses, opportunities, and threats. This can include everything from economic variations to employee productivity. With this tool, you can better understand your company’s standing, anticipating any issues or openings for success – a must when prepping your plan.
- Understand Your Buyer Persona
Next, you’ll want to determine your buyer persona. This means characterizing the details of your ideal customer, not only looking at the demographics of your target audience but going even deeper into their motivations, needs, and hobbies. With a better understanding of your consumer, you can improve your marketing to them and boost conversions.
- Look For the Best Channels
Once you understand the best opportunities for your business and the consumer you’re most looking to target, you should begin analyzing what channels are best to reach that audience. For example, is it a younger audience that spends a lot of time on TikTok and Instagram? Or a professional crowd that’s all about LinkedIn? Knowing your audience and goals will help you zero in on what platforms to tap into for your strategy, ensuring a more effective plan.
Set Your Goals
A strategy is nothing without clear goals, however, not every business’s goals will be the same. Sure, at the end of the day, everyone wants to see an improvement in sales, but this isn’t (and shouldn’t be) every company’s primary focus.
Let’s take a new business, for example. A company that’s new to the scene will need to focus more on brand awareness to boost business instead of a strict sales approach, while a leader in the industry may simply be looking to boost sales.
With this in mind, there are a few different goals your business can focus on. Our main 5 include growing sales, connecting with customers, adding value, saving costs, and expanding your brand online. Depending on your business, your services or products, and your time in the industry, you may want to tackle one (or a few) of these goals to optimize your success.
Hire an Expert
Since a well-thought-out plan is so essential to the success of your digital marketing strategy for eCommerce, hiring an expert is often the best way to go.
If you are new to eCommerce digital marketing or don’t have the team to support an intricate strategy, an expert team can help. Experts in the field will not only help to build your strategy but monitor it and continually optimize to ensure you see the results you’re looking for. This will take that trial and error period out of your planning, equipping you with an expert strategy from the start.
The Most Important Types of Digital Marketing – Part 1
There are several different types of eCommerce digital marketing options, with each boasting different benefits and results for your business, but which is right for you? Well, that depends.
To help guide your plans, we break down the most important types of digital marketing to ensure your business’s strategy incorporates the best of the best. Let’s start with a few of the fundamental choices: SEO and PPC.
SEO for eCommerce
Search Engine Optimization, or SEO, is the process of improving your business’s visibility on search engines. But, when it comes to getting in those top few spots on the first page of Google, it’s all about a killer SEO strategy that can work to improve both the number of visitors to your site as well as the quality (or targeting) of those visitors.
With SEO for eCommerce, there are several ways to use this strategy to boost your site’s visibility and beat competitors in the top few spots. Let’s break it down.
What SEO Includes
Often, when people think of SEO for eCommerce, they think of keywords. Keywords, which refer to the use of search terms related to your business placed strategically throughout your site, are a wonderful way to boost SEO, but it’s not the only method.
When we talk about SEO, we are thinking about:
- Crawl Accessibility: Focused on improving the ability of search engines to index the content on your site.
- Content Marketing: Compelling content is essential to driving traffic to your site, primarily content that answers customer questions or gives them more insight into the area you work in.
- Keyword Optimization: The use of specialized keywords relevant to your business will help not only attract searchers but boost your placement on search engines.
- Improved User Experience: SEO is all about making it easy to find your site and scroll it, too. With a fast-loading, easily readable, and compelling site design, you’ll stand out from the rest.
- Links: Linking is about referencing authoritarian voices in the space to give your content credibility and garnering links on other sites pointing to your business to further boost traffic.
Phew, that’s a lot, right? But, of course, those are just a few of the SEO-related strategies, but all together, you can make a big difference in your search engine rankings to majorly boost business.
PPC for eCommerce
When talking about a digital marketing strategy for eCommerce, PPC is one of the go-to strategies. PPC, or pay-per-click, is a marketing strategy that drives traffic to your site, however, you only pay when the ad is actually clicked on. This is incredibly beneficial for budgeting as you only really spend on searchers that are truly interested in your business or service and want to learn more, ultimately spending less on passing, uninterested audiences.
Types of PPC for eCommerce
There are many different areas PPC can appear and be utilized when it comes to your eCommerce web marketing strategy. However, when incorporating PPC, we often turn to:
- Search ads: One of the most commonly used choices, search ads push your site to the top of search results so they can easily be clicked. In addition, these search results will have a small “AD” signal to show they are paid for.
- Display ads: Display ads are the classic ads you see within a site and typically appear as a photo with text.
- Social ads: A wonderful choice for a company focused on younger generations, social media ads appear within social feeds for quick viewing while scrolling.
- Remarketing ads: These ads are used to re-target someone that showed interest in or visited your site, drawing them back to purchase your product or service.
There are a lot more PPC strategies you can tap into for your eCommerce internet marketing, with each helping target your unique audience quickly and efficiently.
eCommerce Digital Marketing Advice: Mix PPC and SEO
So, we’ve shared the perks of both PPC and SEO for eCommerce, but why not both? Great thinking.
Ultimately, SEO and PPC strategies work wonderfully in tandem as both have to do with boosting the same thing: searches. So to coordinate your PPC and SEO strategies, whether it be sharing keyword data to boosting social media marketing for eCommerce, we’ve got the best ways to join these two strategies.
- Boost visibility: by utilizing both strategies in tandem, you can increase your exposure to search engines.
- Analyze keyword data: why keep your data separate? Instead, use the keyword data gathered from either strategy to boost all your campaigns.
- Damage control: sure, not everyone will love your product or service, but this bad PR posted online can harm business. Thankfully, with both SEO and PPC, you can boost your positive visibility to combat it.
- Social media presence: everything from Instagram to Facebook and Twitter can serve as wonderful ways to use targeted ads, and the data garnered from this can do a lot to boost other SEO strategies.
The Most Important Types of Digital Marketing – Part 2
That’s not all there is when it comes to eCommerce digital marketing! In part two, we share the benefits of social media and content marketing – two essential pieces of a successful digital marketing plan for eCommerce. Check it out!
Social Media for eCommerce
At Catapult, we know a thing or two about utilizing social media for a digital marketing strategy for eCommerce. When it comes to social media for eCommerce, it’s all about boosting your online presence and awareness to ultimately drive sales through everything from Facebook to Instagram, Twitter, Pinterest, and even TikTok. There are a lot of social media platforms to choose from, and each one can help better target your customer to share your products and drive to purchase with one easy click.
Social media doesn’t just help share your brand but connects with your audience, too. This is useful for building a loyal customer base as you can directly interact with shoppers, answering questions and allowing them to feel heard in an overcrowded space. So really – don’t underestimate the power of this tool.
Content Marketing for Digital Marketing
When we think about content marketing for eCommerce, we are talking about a variety of content options – from articles to videos, infographics, and more – than your target audience will be interested in. This content can help share useful information with your audience while simultaneously driving more customers to your site. This will ultimately lead to an improvement in sales – and who doesn’t want that?
Content marketing is a pretty over-arching term, but a few areas include:
- Blog posts
- Email content
eCommerce Web Marketing Advice: Be Creative
Social media and content marketing are all about being creative. But, let’s face it – the internet is an overcrowded space, and standing out within that crowd takes a bit of extra work. With this in mind, it’s important to focus on more compelling, useful, and relevant content that your specific audience will want, making you a go-to source for all things related to your field of work.
But where do you start? Simply diversifying the type of content you create is a great place to begin. Sure, a classic blog post is useful (hey, it’s even what you’re reading right now!), but some other formats can both catch your audience’s eye and deliver useful information. These include:
- Email content (be sure to have a great subject line!)
- User-generated content
- Magazine-style content
- Product guides
- Influencer content
There are a lot of ways to get creative with content for eCommerce digital marketing, and by stepping outside the box, you can draw in a whole new host of customers.
The Most Important Types of Digital Marketing – Part 3
We warned that there are many ways to go about digital marketing – so many that they even warrant three parts! In this section, we are talking all about email marketing and affiliate programing to boost business. So let’s dive right in.
Email Marketing for eCommerce
Email marketing is a great way to follow up with new and existing customers, ensuring you remind them of your business and offerings while sharing useful information and products.
There are many ways to go about email marketing when it comes to a digital marketing strategy for eCommerce. Whether you’re emailing about a new product, sharing a special offer, providing useful information based on purchases, or reminding a shopper to checkout, this strategy can help boost your ROI with a quick, simple email.
Most Important Emails for eCommerce
We mentioned there are a lot of different forms or goals behind emails for eCommerce, but what are the most effective kinds? We’ll give you a hint – both have to do with the customer’s shopping cart.
Post-Purchase Follow Up
After a customer makes a purchase, follow up with an email that not only shares a “thank you” for their purchase but provides ongoing support and services. This can look like an email about tips and tricks based on the product they bought or other items or services you offer that will pair well with a purchase they made. This will ensure you build a long-time customer base as you continue to provide them with more useful information and products, keeping them coming back for more.
Abandoned Shopping Cart
Ahh, the fateful abandoned shopping cart. Some customers may not be ready to pull the trigger and hit “purchase” right away and leave their cart behind. But that doesn’t mean hope is lost. Instead, think of this as an optimal time to send an email, reminding the customer of what’s in their cart and why it’s so great. This will help close the sale and boost your revenue, all with one simple email reminder.
Create an Affiliate Program
Another way to boost your eCommerce business is with an affiliate program. This eCommerce digital marketing strategy is all about other online merchants or creators promoting and linking to your company, services, or products to earn a commission. This can do a lot to boost traffic to your site or specific products, all at a relatively low cost. Plus, these affiliates can share more information or personal reviews that can reassure new customers – another great perk!
eCommerce Internet Marketing Advice: Turn Your Customers Into Promoters
Sometimes, customers need a little reassurance before purchasing from a trusted or experienced voice, but how can a company garner this content? Through influencers and former customer content – of course! If you’re new to this marketing strategy, don’t worry – we’ve got you covered.
What is Influencer Marketing?
First up is influencer marketing. This option has completely flooded marketing strategies and is one that can prove incredibly beneficial. Influencer marketing uses the idea of a celebrity endorsement yet gives that power to smaller voices on the internet with a personalized following. Let’s face it – a significant social media following can actually garner a lot of power, and with each influencer offering a unique, loyal following, they can serve as a truly trusted voice to back up your product or service.
When tapping into influencer marketing, you can have influencers create content around your product or services and share reviews. With this collaboration, you can get more brand awareness and ultimately drive sales based on your ideal target audience. However, the success of this will rely heavily on the influencers you choose, so be sure they make sense for your business.
What is User-Generated Content?
Next is user-generated content, or UGC. As the name suggests, this content is created by your customers and can include everything from reviews to images, videos, posts, and how-tos. This content is wonderful for providing more insight into your business for prospective customers and helps share more authentic voices to assure them that they are making a good purchase.
Types of UGC That Transform Your Customers Into Promoters
There are a lot of different types of UGC that can help boost your business, and all can prove valuable when it comes to securing new customers. However, if we had to choose a few of the most effective forms of UGC, we recommend:
- Product reviews: Product reviews do a great deal to provide more information beyond the product description and reassure shoppers that previous customers loved your services.
- Video reviews: Everyone learns and takes in information in different ways, so sharing UGC video reviews can help further attract new customers that actually want to see a product in action.
- Unpacking videos: Who doesn’t love opening a new package? As customers consider buying your items, watching the excitement of a previous customer opening your product can help urge them to click “checkout.”
- Testimonials: A lot of reassurance comes from testimonials. Prospective customers want to know that people have already tried your products and love them, and with so many other options on the internet, testimonials can share why your product is better than the rest.
- Comments on the website and social media: Interaction is key! As we constantly scroll social media and dive deep into a site before purchase, comments can be that last push of reassurance for customers with the words of previous, satisfied users.
How to Prepare Your Website for a Successful Digital Marketing Strategy
At the core of every eCommerce, web marketing strategy is a killer website. With ads driving to your site and product pages, keywords sending your site to the top of the search engines, and influencers driving further traffic with swipe-ups to your site, it’s essential that your website is in tip-top shape.
Beyond a beautiful, well-curated site, there are a few things to consider to boost the user experience on your platform. Our experts at Catapult are sharing how to prep your site for success to keep your website competitive.
Set Up Live Chat
While online stores don’t offer that same immersive in-person experience, there are a few ways to ensure that your customers still get everything they need, and this starts with live chat.
Like with a sales associate in stores, live chat allows your customers to ask any questions about your products and get any last-minute information they need to feel secure in the purchase. Whether this is how-tos or your return policy, having a live chat can help quickly address any concerns and secure a prospective customer’s cart.
Be Fast and Mobile-Friendly
We are living in a super fast-paced world, and no one is waiting around for your site to load. Typically, shoppers will wait around 3 seconds for your site to load before they lose interest. Yes, it’s that quick. For this reason, it’s an absolute must that your website is fast and loads efficiently so customers can view your products instead of turning to a competitor that’s quicker to load.
Additionally, with everyone relying more heavily on smartphones, creating a mobile-friendly site is essential to remaining up to speed with the rest of the industry. Just think – when’s the last time you searched for something on your desktop computer versus your cell phone? Mobile devices are a quick way to find what you need, and with a mobile-friendly site, you can ensure you don’t miss out on those pivotal customers.
Create a Simple Shopping Cart
When it comes time to purchase, we want to take any stress or questions off the customer’s plate, and this means creating a seamless checkout experience.
To help ensure a customer hits “checkout” in their shopping cart, be sure you answer all their potential purchasing questions right there. From your return policy to payment methods and shipping times, you can ensure the customer doesn’t have to seek out their questions. This will help the customer feel ready to check out faster, ensuring they won’t abandon their cart. Plus, this is a great place to prompt with a live chat option so any last-minute questions can be answered.
Why Digital Marketing is Key for a Successful eCommerce store
Whether your business is completely online or has a brick-and-mortar option, a digital marketing strategy that promotes eCommerce is a must for every business. As we shift towards a more digital approach in all aspects of life, customers are looking for this online presence to answer questions and reaffirm their need to purchase with you, and this starts with a wonderful eCommerce digital marketing strategy.
From boosting brand awareness with SEO and PPC to sharing more information and insights with content marketing and creating a seamless experience with a mobile-friendly site, there’s a lot that goes into a digital marketing campaign, and, thankfully, you’re not in it alone. As a full-service web design and marketing company, Catapult Revenue knows all the ins and outs of a stellar digital marketing strategy for eCommerce. With a team of experts and years of experience, we work to customize your strategy to your unique needs and goals, ensuring you see the results you want for your eCommerce store while taking the stress out of a complex marketing strategy.
Ready to boost your digital presence and iron out your digital marketing goals for your eCommerce store? We’ve got you covered. Contact us at 312-625-0447 today, and we will begin perfecting your digital marketing plan for eCommerce success.