Growing your ecommerce store may seem like a challenging endeavor, but with a few clever marketing strategies in your toolbox, you can propel your business to new heights.
In this post, we'll dive into 15 proven marketing strategies that savvy ecommerce owners are using to supercharge their businesses and grow sales. From SEO and PPC advertising to content and email marketing, you'll learn the best strategies to drive traffic, capture leads, and grow your business.
What Is Ecommerce Marketing?
Ecommerce marketing is the practice of using various strategies such as SEO, pay-per-click (PPC) advertising, and social media marketing to attract, convert and retain customers. It often involves the use of online tools and platforms to drive traffic and boost an online store's visibility.
The ultimate goal of ecommerce marketing is to increase sales by providing potential customers with an engaging and tailored snapshot of your business.
The Benefits of Ecommerce Marketing
Ecommerce marketing offers a wealth of advantages to online businesses of all sizes and across all industries.
Using ecommerce marketing tactics, such as email marketing, social media marketing, SEO, and content marketing, can help your business expand its reach globally and capture new customers regardless of geographic location.
Ecommerce marketing can help lower costs by reducing the need for traditional marketing activities like print advertising, radio and television commercials, and direct mail campaigns.
Additionally, compared to traditional offline advertising, ecommerce marketing can enable your business to reach and engage with a wider audience at a much lower cost, allowing you to grow your customer base without spending a fortune.
Improved conversion rates
Ecommerce marketing helps increase conversions and sales by focusing on the customer's experience, creating targeted campaigns, and optimizing your website. By delivering the right message to the right customer at the right time, you can persuade customers to make a purchase and keep coming back.
Ecommerce marketing can help your business create personalized customer experiences by using targeted marketing and personalization strategies such as segmentation, targeted emails and targeted ads. These tactics allow you to tailor your messaging and offers to individual customers.
Ecommerce marketing helps with business automation by streamlining your sales and marketing processes. Automation tools can be used to automate email marketing campaigns, create targeted ad campaigns, and track customer behavior for more effective marketing.
By automating parts of your marketing, you'll save time and money, enabling you to focus and invest resources in more important tasks.
By tracking customer interactions, ecommerce marketing can help your business gain insights into the customer journey, which can help you identify customer needs and preferences, as well as identify areas of improvement. These insights can be used to develop more effective marketing campaigns, optimize your business operations, and better understand customer motivations.
The Challenges of Ecommerce Marketing
Marketing your ecommerce business can be incredibly rewarding, but it's not without its challenges. One of the biggest challenges is reaching and effectively engaging today's consumers.
Consumers have become increasingly overwhelmed by ever-growing digital noise, making it difficult for businesses to capture their attention, let alone hold it for any significant length of time.
You need to figure out innovative ways to interact with and engage your target audience in order to build relationships and loyalty. There is also an ever-growing number of competitors which means customers have more options than ever before and businesses must find ways to stand out and differentiate themselves.
Another key challenge is the increasing demand for personalization. Consumers now expect tailored content and experiences that meet their needs and preferences. Your business needs to be able to deliver personalized experiences at scale, which requires an understanding of marketing tools and the leveraging of data.
A third key challenge of ecommerce marketing is staying on top of the latest trends. The digital landscape is constantly evolving, and you need to be able to quickly adapt strategies and tactics to keep up with the ever-changing trends. This requires staying up to date on the latest marketing strategies, technologies, and social media platforms.
15 Marketing Strategies to Grow Your Ecommerce Business
1. Harness the Power of Content Marketing
Content marketing involves creating, curating, and sharing content. Content can take many different forms, such as blog posts, e-books, infographics, videos, and podcasts and can be used to achieve a variety of marketing objectives.
You can leverage content to educate your customers about your products, share stories and experiences related to your business, and showcase your expertise and credibility. You can also use content to nurture leads and convert them into customers, increase website traffic and build brand awareness.
By creating content that’s valuable, engaging, and relevant to your customers, you can create positive experiences that drive customers to buy your products and build loyalty over time.
If you’re just beginning with content marketing, start by developing a blog on your ecommerce website. A blog is an excellent way to create content that is both informative and entertaining. You can use your blog to share your insights and experiences and provide useful tips and advice.
2. Optimize Your Ecommerce Store for Search Engines
Search engine optimization (SEO) is the process of enhancing your website to rank higher in search engine results. It involves improving your website's content, structure, and technical aspects to make it more attractive to search engines and easier for potential customers to find it.
Quality content is essential for improving your website’s visibility. Create an informative and keyword-rich blog that users will find helpful and search engines will value.
Ensuring your title tags and meta descriptions describe the content of your page accurately and include relevant keywords is another must. Your product pages should have the right keywords and descriptions. Using alt tags and descriptive filenames for your images is also critical.
You can also leverage a few other less obvious tactics to optimize your ecommerce website. These include using internal linking, ensuring your website loads quickly and implementing an SSL Certificate which helps protect user data.
3. Accept Multiple Payment Methods
Accepting multiple payment methods enables your customers to make purchases their preferred way, increasing satisfaction and loyalty. When customers can pay with their preferred payment method, they will be more likely to make repeat purchases and become loyal patrons of your business.
Offering multiple payment methods can also help reduce cart abandonment rates, to prevent lost revenue. Your business can also target a broader range of customers from different backgrounds and regions.
For example, some customers may not have access to debit or credit cards but may be more likely to purchase using an alternative payment method. By offering multiple options, you can reach out to an entirely new pool of potential buyers who might not have previously been able to purchase from you.
With Pay.com, you can accept credit and debit cards and a variety of other payment methods. You can also quickly add new methods to stay up to date with the latest trends or when expanding into new markets!
4. Invest in Pay-Per-Click Advertising
Pay-per-click (PPC) is a type of online advertising where businesses pay for each click made on their ad. PPC can help grow your ecommerce business by driving targeted traffic to your website, increasing brand awareness, and helping convert visitors into customers.
You can tailor ad campaigns to reach specific customers, such as those interested in a particular product or those in a specific geographic area. PPC campaigns can also be optimized to ensure the most relevant and cost-effective ads are served to potential customers to maximize the return on your investment.
5. Use Ad Retargeting
Retargeting is an online marketing strategy that allows your business to advertise to a potential customer who has previously visited your website. It’s powerful because it enables your business to stay top-of-mind with people who have already shown an interest in your products.
It helps to increase brand awareness and encourage customers to come back and make a purchase. You can also use retargeting to target potential customers with similar interests and behaviors as your existing customers, helping you attract new customers and grow your business.
6. Partner with Influencers
Influencer marketing focuses on leveraging the power of influential people, or influencers, to help build brand awareness, foster engagement, and ultimately drive sales. Influencers typically have a large, active following on social media who trust their opinion and advice.
You can partner with influencers to create sponsored content that promotes your products and helps build greater awareness and trust around your business.
However, it’s critical to ensure that the influencer you choose to work with is a good fit for your business and is genuinely interested in representing the products you offer. It’s also important to have a clear plan and goals before you start working together so you can get the most out of your partnership.
7. Create Referral Programs
Referral programs use incentives to encourage customers to refer products to their friends, family, colleagues or anyone else. The incentive could be a discount, a free product, or entry into a contest.
For example, when customers refer someone to a business, they may receive a discount on their next purchase. The referred customer may receive a discount as well for signing up. This type of program can help your business gain more customers and increase sales. Additionally, it builds brand loyalty and trust by showing customers that the business values their opinion.
Referral programs are relatively easy to implement but there are a few essential things to remember. Your incentive should be valuable enough to motivate customers but not so expensive that it undermines your program’s profitability. It should also be simple because the easier it is for customers to participate, the more likely they are to do so.
You can ensure your customers know about your referral program by using various promotional methods such as email campaigns, social media posts, and popups on your ecommerce store.
8. Get Active on Social Media
Social media marketing is a widely used digital marketing strategy that involves creating and sharing content on social media networks like Facebook, Instagram and TikTok. It consists of posting text and image updates, videos, and other content that drives audience engagement and paid social media advertising.
Social media is an ideal platform to create a presence for your ecommerce business. You can use relevant social media platforms to share content about your business and products or to promote deals. Platforms like Instagram and Pinterest are great places to showcase your products due to their visual nature.
If you have the budget, paid advertising on social media using targeted ads is an effective way to increase brand awareness and generate more sales.
9. Participate in Online Communities
Participating in online communities related to your business or industry is one of the most underrated and underused marketing strategies to grow an ecommerce business.
Online communities are a great place to build brand awareness and loyalty and provide customer service and feedback. They can also provide insights into your customers’ needs, wants, and buying habits, helping to inform your product and marketing strategies.
Online communities provide invaluable networking opportunities too, which can lead to partnerships, collaborations, and other business opportunities.
Sharing helpful and educational content from your blog within communities can drive high-quality traffic to your site. If your content provides enough value and you engage with community members in a meaningful way, you’ll eventually start generating leads and sales and even build a loyal following for your business.
10. Email Marketing
Email marketing is a more direct ecommerce marketing strategy that involves sending emails to current and potential customers. Email marketing provides a way to stay in touch with customers, share announcements, build relationships and offer special promotions or discounts to increase sales.
Personalizing emails with your customer's name or other information is crucial for maximum effectiveness because it helps create a more personal connection with the reader and increases engagement.
You can also drive better results by sending more targeted and relevant communications. You can accomplish this by segmenting your email list into different groups based on their previous purchases, interests, or other criteria.
There are numerous email automation tools available to help you save time and guarantee that the right messages are sent to the right individuals. These solutions also frequently include capabilities to track the results of your email campaigns, allowing you to discover which emails are working and which aren't so you can keep improving your campaigns.
11. Create Videos
Creating videos is an effective strategy to help your ecommerce business grow because they are a highly accessible form of content that allows you to reach a wide range of potential customers.
Through videos, your business can demonstrate the features and benefits of its products in an engaging and interactive way. You can also share customer testimonials and stories about your brand that can build relationships and trust with your customers.
Videos can also be used to provide valuable educational content that can help customers make informed decisions and develop the confidence to make a purchase. No matter what type of videos you create, it's always important to showcase your business or products in the best light possible. Be sure to include a call-to-action at the end of every video to encourage viewers to take the desired action.
12. Offer Discounts and Promotions
Offering discounts and promotions are an excellent way to create a sense of urgency and engage current and prospective customers. They can help you increase the visibility of your products, boost loyalty, draw in new customers and stand out from the competition.
You can offer discounts and promotions by sending out email campaigns and newsletters with promotional codes, providing exclusive discounts to loyal customers or offering tiered discounts based on the size of a purchase. You can also run flash sale campaigns with limited-time discounts and seasonal sales promotions.
13. Implement Live Chat
Live chat is a type of customer support that allows customers to communicate with your business via instant messaging. Integrating live chat capabilities on your website can help you grow your business in a variety of ways.
Live chat enables you to deliver individualized customer support, which can aid in the development of client loyalty and trust. This, in turn, can lead to greater sales. Customers can also use live chat to ask questions and get quick answers, making them feel more involved with your company and more inclined to make a purchase.
Furthermore, live chat gives a quick way for your customers to acquire the assistance they require. Customers may feel more confident in their purchasing selections as a result, which can lead to greater sales. Live chat can also be utilized to collect leads and promote special deals and discounts. These deals can assist you in converting browsers into consumers.
14. Customize Your Checkout Page
Customizing an ecommerce checkout page is all about changing the layout and design of the page to better suit your customer needs and drive higher sales.
Customizations can include adding optional features like payment options, shipping details, and customer service contact information. It can also include changing the visuals and colors of the page or making it easier to complete the checkout process.
You can use your brand colors and logo to put your business front and center, which will help increase trust in your business and give customers more confidence when making a purchase.
15. Use Customer-Generated Content
User or customer-generated content (UGC) is any content, such as videos, images, text, audio, and reviews, created by customers. Showcasing UGC in your paid ads, blog posts or via your social media pages can help your business build trust and credibility with potential customers.
It can also provide an avenue for the organic and authentic promotion of your products, as customers are more likely to trust the opinion of other customers over that of a business selling the product. Additionally, customer-generated content can be used to gain insights into customer needs and preferences, enabling you to develop more tailored marketing strategies.
An important note: You should always vet any customer-generated content before featuring it on your website or social media accounts. This means ensuring it’s not defamatory, offensive, or illegal. Respecting privacy is also a key consideration. Be sure to always get permission from a customer before using their name, image, or other personal information.
What's the Best Way for an Ecommerce Business to Accept Payments?
The most effective way to accept payments for your ecommerce website is with Pay.com. Pay.com enables you to start accepting a wide variety of payment methods and easily incorporate new alternatives so you can guarantee your customers always have the choice to pay how they want.
With Pay.com, you can create a customized checkout page design that complements the look and feel of your website by adding your logo and brand color scheme. This will help you deliver a seamless checkout experience that fosters trust.
Pay.com has Level 1 PCI DSS compliance (the highest level) which requires regular independent auditing and testing. You can display the PCI DSS logo on your checkout page to make your customers feel more secure and confident when making a purchase. Pay.com also supports 3D Secure 2.0 (3DS2), which provides an additional layer of authentication.
This may sound a little technical but it isn’t. You’ve probably experienced the benefits of this technology before when you’ve been shopping online and received an SMS to enter a code on the website. This is an example of 3DS2 in action.
With Pay.com, the setup process is straightforward and seamless, no matter your level of coding expertise. When it comes to daily management, the Pay Dashboard allows you to track all your payment activity from one central place so you can stay organized and in control.
The Bottom Line
Developing and implementing effective marketing strategies is essential to drive more sales and grow your ecommerce business. This post outlines a number of proven strategies you can use, from leveraging SEO and paid advertising to email campaigns and content.
But it’s important to remember that not every strategy works for every business. You’ll need to weigh up your business needs and goals and experiment with different tactics until you find what works best. It’s also vital to ensure your payment experience is up to scratch and ready to handle the demands of your customers.
Nothing is worse than investing time and money into marketing only to see your customers abandon their purchase because of a lack of payment methods or a complicated checkout experience.