Setting up and launching your eCommerce business is just the beginning. You may have a well-designed and optimized website. You may even have social media profiles that promote your website. However, for your eCommerce business to flourish, you need to utilize digital marketing strategies for eCommerce websites.
It may take a while before you convert website visitors as customers, but it won’t be a challenging feat.
In this article, I list down eight proven marketing strategies for eCommerce business. Plus, check out some examples of how you can apply those strategies too.
1. Advertise on Different Channels
One of the widely utilized strategies in digital marketing for eCommerce websites is advertising.
You’d want to promote your products to visitors, and you’ll have to spend a few bucks so you can reach your target audience. Besides, it’s also an excellent retargeting strategy. It’s this way, your leads and potential customers can check out more of your products.
Types of advertisements:
- Display ads
- Google ads
- Facebook ads
Tip: Make sure to have a clear and high-quality photo for any eCommerce advertisement.
Display ads come in different forms digitally. This is a tried-and-tested approach if you want to have more visitors and increase conversion rates. One good example of display ads is a banner ad. They’re virtually everywhere, and it’s one of the widely recognized ways to retarget a potential customer to your website.
As for Google ads, you can opt for the pay-per-click ad or a Google Shopping ad. The latter would work best as a strategy for digital marketing for eCommerce websites. This will feature your products on Google’s first page or through the Shopping tab.
Facebook ads are one of your best options to get more visitors to your website. It’s one of the easiest options because you can choose an objective and identify who you can target based on your budget. You’ll also have to select the type of advertisement and its placements on the site.
Here’s how Casper created its Facebook ad. As you can see in the ad, the focus is on the father since it’s a Father’s Day campaign. Plus, they emphasized the promo (with a disclaimer) on the ad. Those intrigued by the advertisement can click on it, and they’ll go to the site.
2. Integrate Shopping on Social Media
You should have social media accounts for your eCommerce website. Aside from it being an additional way to contact you, it’s how you can further engage and interact with your customers.
On Facebook, you can set up a Facebook Page Shop. Your customers won’t have to leave the comfort of their social media feed to browse your products. Then, you can redirect them to your website once they check out.
Meanwhile, eCommerce retailers can use the Instagram Shoppable Posts feature. On the post, you can use a tappable and small pop-up button. Your followers will know how much the product is. They can click on the item they’re interested in and get redirected to your eCommerce website.
3. Include User-Generated Content
UGC can become one of your most powerful tools at your disposal. The great thing about using UGC is to show you have proof. You have proof that people are using your products.
Photos aren’t the only type of UGC. Other examples of UGC include:
- Case studies
In some instances, UGC can even act as social proof, which may play a role in increasing conversions (sales or sign-ups). This will further entice visitors to decide if a product is worth purchasing. Plus, your conversion rates could increase by up to 4.6% if you have reviews on your product pages.
As an example, you can see the product page design on Parachute. Unlike other websites, you’ll have to scroll down the page to see reviews. For Parachute, you can click on the “Read [ number] Reviews,” then the page will cascade down to the review section of the page.
4. Optimize Conversion on Your eCommerce Website
Most experts would agree to optimize your website for mobile. It’s because more people are browsing through their phones, and it would be easier to navigate your site.
Kinsta finds that 20% of users make purchases in their bathroom or car, while 43% click to buy while on the bed.
You should have prioritized this already when you created your website.
Another way you can optimize your website is through conversion rate optimization. You can approach this in different ways. Here are some examples:
- Live chat
- Easy checkout
- Free shipping
- High-quality hero images
- Landing pages
Increase conversion rates through landing pages. In some instances, visitors would prefer to look around first. Go online window shopping, maybe. If you want them to return and convert them as a customer, a landing page can do that for you.
This works well with your email marketing strategy. They can input their email address on the landing page. From there, you can trigger drips like welcome emails, promo emails, and website updates. Sometimes, it doesn’t have to be email related. You can direct them to your product page so they could shop now or just look around.
Here’s an example of a landing page by Swag Up. It’s different from other landing pages because they have two call-to-action (CTA) buttons. The first button leads you to their packs, while the other will have you call them. It’s clever because you can either buy from them or learn more from them through a call.
5. Consider Content Marketing
You don’t want to rely on advertising and social media to promote your products as your primary sources. Content marketing is another digital marketing solution for eCommerce websites.
Blogging is the most notable example of content marketing. Here, you’ll use targeted keywords to increase website traffic. If you want to get more visitors, write evergreen content.
Visual content has become a strategy for digital marketing for eCommerce websites. It comes in different forms like:
- Social Media Posts
Maybe you could consider ebooks too. This can help build your authority as a credible and trustworthy source for your customers. You can provide advice, tips, and case studies on the ebook so your customers can make an informed decision before buying your products.
Here’s a blog post from LivSo. The blog doesn’t just contain the post itself. They added a high-quality photo on the header. On the side, there’s also a CTA button, where one can try a $2 sample if they’re interested after reading the blog post. At the end of the page, too, they added another CTA button where it could lead a visitor to their product page.
6. Practice Email Marketing
Email can have different uses for your digital marketing strategy. For one, you can heighten customers’ fear of missing out (FOMO) through email marketing. Aside from pop-ups, you can offer exclusive promos and discounts through email. You can also showcase your new products or best-sellers on the email.
As an additional email strategy, you can integrate referral marketing into your email newsletter as well. You can provide a referral code on the email to send to your friends and family.
Email is one of the best options for an abandoned cart. This happens when your website isn’t optimized, or the visitor has lost interest in a product. It’s a common occurrence for many eCommerce websites. Luckily, you can trigger an “abandoned cart” email by reminding or notifying them of the products they can still buy.
Here’s an example of an email from Society6. Not only does the copy capture your attention, but the email design and colors also stand out. Plus, they provided more products for the email subscriber to check out in case they want to avail of the discount immediately. Check out the full version of the email here.
7. Integrate Pop-ups
If you’re a long-time internet user, you know that pop-ups can become annoying sometimes. But if you can utilize this as a technique for digital marketing for eCommerce websites.
However, eCommerce websites have utilized pop-ups as a way to offer discounts or promos. Plus, it’s a way to attract visitors to check out more of their products. It can also become an email marketing strategy.
You may apply pop-ups once they open your website, click on another page, or are about to leave your website.
Here’s the landing page from Judy. Their take on a pop-up is different from other eCommerce websites. Instead of it popping up, when you load it, theirs appear as you scroll down the page. Plus, the copy of the pop-up is also a play on how it looks on the page.
8. Bookmark their Favorites
Give your users the option to save their favorites by having a wish list page or through Pinterest.
You shouldn’t forget to add a wishlist on your website. That page could come in handy, so your visitors could come back to it. You may install a tool or plugin where potential customers can click on a heart or add to my Wishlist button.
You can boost your marketing strategy through Pinterest. The site can also serve as a strategy for digital marketing for eCommerce websites. Apparently, 87% of Pinterest users have bought a product because of the site. As previously mentioned, you should have social media profiles for your eCommerce website, and Pinterest is a social media site.
As an example, here’s an example from The Container Store. They use different boards and curated their products based on a Pinterest board. You can click on a board and then a product. If you’re interested in its features and benefits, it will lead you to their website.
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