What is e-commerce marketing?
E-commerce marketing is the process of driving traffic to an online business or e-commerce website with the goal of generating leads, sales, and/or revenue.
This can include key channels such as search engine optimization (SEO), content marketing, email campaigns, social media management, pay-per-click (PPC) advertising, and more. The focus of e-commerce marketing is typically to bring in targeted customers who are likely to purchase products or services offered by the business.
Top marketing channels for e-commerce brands
Some of the best marketing channels for e-commerce brands include:
Search Engine Optimization (SEO)
: Utilizing keywords, content optimization, and link building to increase visibility in organic search engine results.Content marketing
: Creating educational content such as blog posts, videos, and infographics to attract, engage and convert customers.Social media
: Utilizing platforms like Instagram and Facebook to reach new audiences and engage existing customers.Pay-per-Click Advertising (PPC)
: Running ads on search engines like Google and Bing to increase website visits from targeted audiences.Email marketing
: Reaching out directly to customers with promotional campaigns or notifications about new products or services.Affiliate marketing
: Often overlooked, affiliate marketing allows businesses to promote your products in exchange for a commission when those items are purchased.
Ten tips for e-commerce success
Optimize for mobile
: Make sure your website is responsive and optimized for mobile devices, as most online shoppers now use their phones to make purchases.Use targeted paid ads
: Use targeted paid ads on platforms such as Google, Facebook, and Instagram to reach potential customers who might not otherwise find your website.Leverage influencers and brand advocates
: Connect with influencers or brand advocates in your niche to help promote your products and reach a larger audience.Create quality content
: Focus on creating quality content such as blog posts, videos, podcasts, and infographics that will engage potential customers and keep them coming back for more.Include CTA’s on Key pages
: Have a clear call-to-action (CTA) on each page of your website so visitors know what action they should take next.Leverage automation
: E-Commerce marketing can be time-consuming endeavour. As a result, it’s recommended to use automation tools where possible to streamline processes such as customer onboarding and lead nurturing campaigns.Take advantage of social media platforms
: Use social media platforms like Instagram, Twitter, Facebook and Pinterest to reach new audiences and stay top-of-mind with existing customers.Prioritize security and speed
: Make sure the customer experience is secure by using SSL encryption technology on your website, and speed up loading times with caching toolsGather Reviews And Testimonials
: Use email automation to ask past customers for reviews on their experience shopping with you so that other shoppers can feel confident in making a purchase with you.Analyze and monitor traffic data
: Keep track of what’s working (and what isn’t) by regularly monitoring traffic data such as bounce rates, customer conversions, click-through rates, time on page and more.
E-Commerce marketing with Emarsys
Emarsys helps leading brands like KitchenAid, Helly Hanson, and The Reformation to harness the power of customer lifecycle marketing and make every customer interaction meaningful and impactful through personalized real-time engagements.
