With everything shifting online, it is a no-brainer that your eCommerce business should heavily focus on digital marketing. To benefit from a digital marketing strategy, you need a solid plan. The thought process should begin with understanding what you want to achieve with your digital marketing efforts and how much you are willing to invest.
If you are a new business owner, this may seem like a difficult task, especially since the world of digital marketing is vast and filled with diverse options. But once you have established your presence on the right digital marketing channels, you can start incorporating other principles. To understand what approach will work best for you, here is a complete list of digital marketing principles that you can adopt for your eCommerce business.
Make use of social media platforms
With over 3.6 billion users, social media is no longer a platform meant purely for entertainment. Nowadays, social media opportunities for business are widely and continually growing. Several businesses from diverse industries are making use of different channels as tools for digital marketing. Given the volume and frequency of users, this makes complete sense. As an eCommerce business, you need to identify which platform will best suit your needs and then create accounts on those platforms.
Your priority should be to create a steady base of followers to grab the attention of your desired target audience. To do this, you should focus on the content you are putting out. Remember to create consistent content across all your social media accounts to create brand recall amongst users. You also need to learn the dos and don’ts on each platform to enhance your reach.
For example, if you want to advertise on Instagram, you should be fully aware of the best time to post on Instagram to reach the maximum audience. Also, you can now set a business profile on Instagram and upload product catalogs on Facebook. Then when advertising your products through your feed, you can place links that direct users to your website. So, while scrolling through their feed, if a user likes your product, they can order it on the spot.
Focus on email marketing
Another great type of digital marketing that you can leverage for your eCommerce business is email marketing. Email marketing utilizes emails to promote products and services offered by a business to new and existing customers.
It is a great way to target a large audience in a personalized manner and helps businesses create brand awareness, credibility, and customer loyalty. It also helps to increase business leads, generate traffic, and boost sales. You can leverage several strategies when it comes to email marketing based on the different stages in a customer’s journey.
The first type of email that you should focus on is the welcome email. It should be well-curated and highly engaging since this will make the first impression on a potential customer. Several companies throw in a sign-up discount that customers can use on their first purchase or some incentive to complete a sale. As part of onboarding, you should send out informational content that will make it easy for a customer to navigate your site and learn about your brand.
Once you have generated leads, you need to nurture them into loyal customers, so the content you send out needs to be of interest and relevance. You can even segment your customer base and send personalized emails based on a particular segment’s needs and wants. Don’t forget to ask your customers for feedback, as this is the best way to improve your existing processes.
Invest in Search Engine Optimization (SEO)
Search engine optimization (SEO) is the latest buzzword for digital marketing, and it is easy to understand why companies are focusing on this practice. SEO essentially means marketing your brand so that it ranks higher on Google searches and shows up on the first page of each searched item. This may sound easy, but it needs to be well executed to be done right. While you should typically have an SEO expert as part of your digital team, let’s talk about the basics of nailing SEO for your eCommerce website
For your website to be search engine optimized, it needs to have the right content and a solid, error-free user experience. What SEO does is make use of keywords to target the right audience. As a result, the content that you create for your website should be informative, detailed, and rich with relevant keywords. These keywords are specific for each topic and industry and can be noted down by running keyword research and researching your competition.
Since the trends keep changing, you need to keep your keyword list updated. If your content has all the right keywords, your website will rank higher every time someone searches for a particular item available. This marketing tactic is brilliant because it is cost-effective yet has a high ROI.
Now that we have discussed some fundamental digital marketing principles that you can utilize for your eCommerce business, you need to understand that they cannot be successful on their own and need to be part of a holistic plan that uses more than one tactic. Only by creating a plan aligned with goals and by tracking the performance against each step will you be able to run a successful digital marketing strategy for your eCommerce business.