If you are thinking of starting your own online store or an eCommerce website to sell something, we have something that is sure to interest you.
Just building your website isn’t going to help as you would need to draw in customers to your website too. And to actually start selling your stuff from your online store, you need a strong eCommerce marketing plan alongside your website.
So here, in this article, we will talk about how businesses like yours can make use of marketing and advertising to create your brand’s presence and gain new customers.
But before we begin, it is important to realize that a successful eCommerce Marketing plan has one ultimate goal to serve- increasing your sales! And to do so, several components need to come together to serve that ultimate goal.
Now, without any further ado, let us get into our topic right away.
Creating a Successful eCommerce Marketing Plan
A successful eCommerce Marketing campaign needs a well thought out plan. Here is a bird’s eye overview on how to do it.
The content that is written all over your website has a bigger impact than you might give it credit for. It is actually very crucial in determining how well your eCommerce website will rank in the search engine result pages. How well your product name, copy and other information is written and optimized will determine how well you rank on the search engine pages. Better ranking brings more and more people to your website and this, in turn, means more customers.
With dire competition on the internet for eCommerce websites, it is very important to optimize your website and its content to rank higher and actually bring in customers. This process of enhancing your website’s content is nothing but SEO or search engine optimization.
In fact, a study revealed that more than 50% of consumers who search for a phrase or keyword end up clicking on the very first search result. This goes on to show why it is so important to be on the top.
Although the process of proper optimization of your website may be long and time consuming, it is definitely worth it. You may consider having a SEO Consultant on board for it.
Another important component of an eCommerce plan is PPC or pay per click advertising. What PPC does is that it allows you to showcase small text-based ads on the search results. These ads appear before the organic results on the search pages.
The way this works is that you need to pay a small amount of money for every time that your ad gets clicked on. These ads can be optimized and targeted for an array of keywords and phrases.
If you’re wondering whether PPC is needed when SEO can get you visitors for free, the answer is yes. With such high competition, especially for eCommerce websites, ranking organically can take some time. In the meantime, PPC can help you bring in customers and increase your sales.
However, you should still continue your PPC campaigns even after your organic rankings in the search results improve. A study revealed that over 64% searchers clicked on a PPC ad first.
What’s more, you can easily track the results from these PPC ads. You can easily keep a follow up of the impressions, clicks, conversions and see for real how well your ads are performing.
This makes PPC advertising a very important part of a successful eCommerce marketing plan.
If you think email marketing is dead, that is wrong! Statistics show that marketing emails sent to customers still perform very high in terms of clicks as well as purchases. According to Experian, for every dollar that a brand spends on emails, consumers spend more than $40! Similarly, as per a study by Litmus, 82% of consumers actually open the emails sent by companies.
This shows that email marketing is still one of the best ways of building your brand’s loyalty along with improving sales. And there are quite a few easy ways that you can get your customers to enter their email when they visit your website.
There are a host of ways that you can use emails for marketing- send out discount coupon codes, exciting offers or launch new products, what you can do here is truly limitless.
Blogging and Content Marketing
Content marketing and blogging is an amazing way to not just improve your rankings but also increase your sales.
Content marketing is basically creating original content, especially in the form of blogs, to drive more sales. This is a win-win situation as it won’t just benefit your website but consumers find it extremely helpful too. In fact, 61% of customers are more likely to buy from a brand/ website if it offers the content.
A blog is a great way of creating original content. You could write detailed blogs around your products, share your industry knowledge, talk about your business etc.
Building your brand’s presence on the various social media platforms is an extremely essential part of an eCommerce marketing plan. It isn’t just fun but social media presence is important to gain your consumers’ trust and also to interact better with them.
And there are stats to prove that too. As per Brandpoint, around 68% consumers go to a brand’s social media channels before making a purchase. According to PRWeb, 91% of ecommerce websites saw impressive results owing to their consistent activity on social media channels.
So, make sure that your social media platforms are always updated and keep creating posts and new, exciting content for them regularly.
Links are also a detrimental factor for search engines to know whether a website is rank-worthy. The more links that point to the website, the better it is considered.
Well, if your products are cool and unique, getting a lot of links shouldn’t be an issue for you. However, you may have to put in efforts to get links in the beginning. And this process of acquiring links for your website is nothing but ‘link building’.
While there are numerous ways of acquiring links, not every one of them is reliable. Submitting your websites to directories can be considered as ‘spammy’ or bad by Google.
For getting the ‘good links’, you could write a guest post on another website for a link in return. You can also ask another reliable website for a link exchange. Creating content that is worth sharing and informational could also be helpful. You could also make press releases or partner with other reliable and relevant brands.
All of the components mentioned above are extremely essential for successful ecommerce marketing. However, you also need to constantly keep updating/ reviewing your website for new changes or optimizations.
Keep tracking your progress with tools like Google Analytics to see how well your website is performing. Constantly look out for innovative ways on how you can keep improving and always keep an eye out for new Google updates and the latest marketing techniques.
We hope that this article helps you in devising a successful ecommerce strategy for your brand. While it may seem a little complicated or overwhelming at first, you will soon get the hang of it. If you still feel overwhelmed, you can also seek the help of a digital marketing professional.
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Mir is a British-educated Digital Marketing Specialist with 9+years of experience in the industry. He is also the Growth Hacker of Kashmirica, a social impact brand that aims to take exclusives from Kashmir to the Global consumer.
An enthusiastic cultural entrepreneur, Mir is driven by a passion to bring about a social impact. He has a Masters in International Business from the University of Bedfordshire to his credit and has worked in leading Marketing positions at various SMEs and Startups.
Mir is an avid reader and loves writing about life, philosophy, marketing, entrepreneurship, and just about everything that he knows or researches.