Digital marketing for e-commerce companies
Thanks to today’s technology, it has never been easier for consumers to buy a product or service over the internet. E-commerce is increasing year after year and today has a turnover of approximately USD 2.8 trillion. By 2020, the statistics show that over 2 billion people will use e-commerce.
The challenge that most e-commerce companies face is how to make themselves visible to their target audience. Consumers today have access to all possible information to make sure they make an informed decision about any purchase. It’s important to show them exactly how your company can solve their needs. Having a strong brand is important because customers are already looking for your products and by using digital marketing, this will help make your e-commerce company visible to your target audience.
How e-commerce companies benefit from digital marketing
Building a strong brand and getting more qualified leads to your online store is a challenge. Digital marketing has shown to be the most powerful form of marketing for your e-commerce company when it comes to transforming the way you reach and engage with your audience. With the right strategies and effective implementation, you will increase your brand awareness, reach and conversions in a matter of months. It is important to focus on the right kind of marketing that will increase your chances of success.
Here are a few results that your company will obtain:
- Strong relationship with your customers through more personal communication and campaigns
- Satisfied customers contribute to spreading your product awareness about your company
- Increased web traffic and more quality leads translate into new and repeat sales
- Easy to keep track of your campaigns performance and overall conversion rate to make appropriate optimization improvements
6 digital marketing strategies for e-commerce companies
1. Search engine optimization (SEO)
93% of online experiences with a brand begins with a search. In order to be visible online, build credibility and drive more web traffic, it’s important to prioritize SEO as part of your marketing strategy. By focusing on online advertising to increase your traffic can be costly in the long run. Instead, by investing in SEO, you get “free organic” traffic to your website which has shown to be one of the best long-term cost effective marketing tactics.
SEO is not a one-time-fix-all solution. It’s ongoing and it factors in all pieces of your online presence, which includes content, web design, links, social media and usability to keep your webpages on the top of search engine results pages (SERPs). If Google isn’t ranking your pages high, you are missing out on potentially massive web traffic and the opportunity to generate more subscribers or sales.
By investing in an effective SEO strategy can mean that your company becomes more competitive and yields exceptional results for months, or even years to come.
2. Search engine marketing (SEM) & Retargeting
SEM means that you pay to get more traffic to your website. It’s a smart way to be seen on Google, Bing, LinkedIn or Facebook. Targeting specifically to your target audience increases your chances of getting more customers while your brand gets greater exposure. SEM gives your company quick results and statistics show that visitors who come to your website via a PPC link have 1.5 times more chance to convert.
Less than 2% of your web traffic converts on their first visit but with the help of retargeting you can reach out to the remaining 98% of the traffic that left your website. Retargeting ads are a great way to influence both new and recurring visitors, it also reduces the chance that the visitor abandons their shopping cart.
3. Content marketing
In order for your customers to find you, you must have relevant content they are looking for. By having clear content, it helps your visitors find the right product or service, and you increase your chances of converting your visitors into customers. Statistics show, among other things, that 60% of customers like to read relevant information from a brand and 90% find personalized content useful.
4. Email marketing & automation
Successful e-commerce companies know that one of the most reliable and profitable marketing channels is email marketing. Email marketing accounts for approximately 23% of e-commerce sales, and for every $1 you invest, you will receive $38 back.
However, email marketing shouldn’t be used in a way to spam customers to constantly buy your products. But as a channel for you to make meaningful connections with your customers by showing that you understand their interests. This is how you build trust and long-term relationships that turn new customers into repeat customers.
Here are the email automation campaigns that your company needs to set up:
- Abandoned carts emails
- Welcome series emails
- Follow-up and educational content emails
- Up-sell and cross-sell emails
- Promotional offer emails
- Customer loyalty and re-engagement emails
5. Social media
In order to build a strong brand recognition and reach out to your target audience, you need to be where they are. Through social media, your company can reach out with different kinds of communications and promotional offers that your followers appreciate. However, remember to not only use social media when you want to sell something but rather share interesting content that adds value to your audience. The more you engage with your followers, the more they will trust your brand.
Analytics can help you get in touch with your customers by showing you important data and getting feedback to improve your marketing campaigns. Analytics gives e-commerce companies a deeper understanding of customer habits and preferences. This in turn allows you to improve your website content and online communications, and creates more effective campaigns.