eCommerce Digital Marketing Best Practices
To grow and profit in today’s competitive retail market, you need to apply eCommerce digital marketing best practices to your business. With the right strategies, you can add to your customer base, attract customers, and increase profitable revenue. Here is a round-up of best practices:
1. Have a Strong Brand
Standing out, getting attention, and building a trusted relationship with your customers requires that you have a strong brand. It’s more than a name and logo, it is your purpose, personality, style, look, and feel, and the way you do business.
2. Determine Sales Channels and Pricing
How are you going to bring your product to market? Will you sell on Amazon, eBay, Etsy, or Poshmark? There are hundreds of options for sales platforms. You can also create your own store and website and sell direct.
There are pros and cons to each option—and they are not mutually exclusive. You will want to experiment with pricing. Does a low price perform better than a higher price with shipping included? Does bundling drive better profits? Test and find out.
3. Be Findable
Being findable is probably the single most important best practice of eCommerce digital marketing. Whether selling on your own website or on a platform like Amazon, getting to the top of search results is absolutely vital.
It begins with keywords. Know what terms people use to search for your products. Put yourself in the shoes of your customer and brainstorm search terms. Do some research on Google’s keyword planner or use SEMrush, MerchantWords, or similar tool to determine search volume, how competitive a term might be, and what related keywords might work. Consider “long tail” keywords that are very, very specific, but that bring highly qualified searchers to your product listing.
When you have determined what keywords are best for your product, optimize your product listing. You will want to include your primary keyword in your title, in your subheads and body copy, and in the file name of any images you upload.
In general, longer copy works best. You can get more repeats of the keyword into your listing without looking like you are stuffing the listing by overusing your keyword. It also helps with conversions. Interested people want as complete information as possible. So include lots of verbal and visual detail. You look more trustworthy and transparent when you anticipate and answer customer information needs completely.
4. Invest in Launching Your Products
On most sites, the first week sales are crucial. Algorithms on platforms like Amazon and Etsy look for hot sellers to promote. If you crank in the first few days of your listing, those algorithms will give you a further boost. Here are some ecommerce digital marketing promotion ideas to get you to a fast start:
5. Keep up the Campaign
With eCommerce digital marketing, consider yourself in a marathon, not a sprint. Getting off to a solid start is very important, but your impact will quickly fizzle if you don’t maintain the effort. Everything you did in the launch phase can continue to drive sales for weeks, months, and years. Keep your email and ad campaigns fresh. Revisit keywords and add new ones to the mix. Make a special effort to keep those all-important reviews coming.
Nothing looks dodgier than a dozen great reviews at the start, followed by nothing. Ask customers if they are happy and ask them to share their experiences. Ongoing positive reviews will keep your product high in rankings and will help people deciding to buy make the right choice. In social media, keep it social. Engage your customers in conversation. Ask them to share tips and hacks. Ask them to share experiences online. Respond to what they say.
Retail is brutally competitive, but it is a field where consistent and best practices effort spent on eCommerce digital marketing does pay off. Measure everything you do, then fine tune as you go. When you pay attention and make the right investments, you can grow and profit.