With over 10 years of experience helping businesses transform their digital marketing, we have the knowledge and expertise to streamline your ecommerce brand’s online strategy to drive sales.
Digital marketing is an essential strategy for ecommerce businesses to thrive in the competitive online marketplace. It offers benefits that can significantly impact the success and growth of your ecommerce brand. Here are some key advantages of implementing digital marketing strategies:
Regardless of what sector you’re operating in, your ecommerce site needs a clear brand identity that communicates with your target audience on an emotional level. There are a number of components to this:
Your brand core
At the heart of your brand should be one core message that sits at the intersection of three truths:
Usually this will come down to one word, in the way that Amazon owns “convenience”.
Understanding your purpose
Most companies know what they do, some know how they do it, but very few companies can articulate why they do what they do. You must be one of them that can.
When people visit an ecommerce website, they are being driven primarily by emotional factors. Your best way of influencing purchasing behaviour therefore, is to communicate with these emotions. That can only be possible if it is clear what you stand for.
Broader brand identity
Of course your brand identity is far more complex than one word and a vision statement. These are the other ways it can be broken down:
For many ecommerce businesses, SEO is the single most important channel as it brings highly targeted into the site that have an above average conversion rate. Of course all the key principles apply to ecommerce sites that apply to regular websites, but here are a few additional points to consider:
For those ecommerce sites that generate a lot of repeat purchases, their most important channel is email. In fact some ecommerce businesses generate over 50% of their sales via their email list, with one large ecommerce site generating nearly 95% of their business via email!
However, it isn’t only purchases that email is important for. It’s hugely powerful for generating exposure for branded content via social media. Most people are reluctant to share content they see directly from brands on social media, but if a brand distributes its content to people on their email list and those recipients share it via social media, then other people will be far more inclined to re-share it.
Finally, it’s important to note that as an ecommerce business there are only two assets you own – one is your website and the other is your email list, whereas your communities on social media belong to the social platform in question. Therefore, it’s crucial to invest time and resources into developing an effective email marketing strategy.
A popular technique for increasing conversion rates on ecommerce sites is to remarket to them via display advertising and email marketing. This is a really important tactic, but it’s important to realise that it’s only going to have a very incremental impact on sales, which will ultimately be driven by your brand and content.
It is now possible to drive direct ecommerce sales via social media. The logic, as with any form of direct response marketing, is that you should be willing to pay up to your net profit value per lead but not a penny more. After all, this is about pure sales, not brand.
In reality, social media direct response campaigns don’t tend to be profitable unless they are part of a broader engagement strategy. A broader engagement strategy ensures that social media leads are more qualified and therefore more likely to convert to paying customers.
As with any website, even with all the planning and strategy work in place, much of it comes down to your ability to test, analyse and learn. Key metrics to monitor on any ecommerce site are:
– Direct traffic
– Organic search traffic
– Total sales
– Conversion rate
– Average order value
Frequently Asked Questions about Digital Marketing for Ecommerce Businesses
Content marketing is a great way to engage customers, improve SEO efforts, and establish your brand as a leader in your industry. This could involve creating blog posts, videos, infographics, and other content that provides value to your audience, answering their questions and providing solutions to their problems.
SEO is not a one-time task, but rather an ongoing effort. Google’s algorithm changes frequently, and so do market trends and customer behaviours. It’s important to constantly monitor these factors, along with site performance, user experience, and content.
Customer retention can be achieved through a combination of high-quality customer service, personalisation, loyalty incentives, and regular engagement. Email marketing is an effective tool for retention, allowing you to keep in touch with customers, provide personalised offers, and update them on new products or services. Remarketing strategies also help to bring back customers who have shown previous interest in your products.
You should regularly analyse key metrics to understand what’s working and what’s not in your current strategy, so you can adjust your efforts for better results. Metrics to pay attention to include website traffic, conversion rates, customer acquisition costs, customer lifetime value, and shopping cart abandonment rates.
Influencer marketing can be a powerful tool for ecommerce businesses. You can leverage the trust and authority influencers have built with their followers to promote your products. This can lead to increased brand awareness, customer trust, and ultimately, sales.
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