eCommerce Digital Marketing Best Practices

Digital Marketing for eCommerce

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.

  • Define your unique value proposition. Don’t say the same thing everyone else does—everyone talks about quality, value, and service. Emphasize what is unique.
  • Create a personality for your brand. The attributes of your brand drive your name, logo, visual and verbal style.
  • Specify a target market. If you are selling to everyone, you are selling to no one. Be as specific as possible so you can focus your efforts on people who are most likely to buy and stay loyal.
  • Build your public-facing presence with the above information in mind. Be consistent in how you express yourself visually and verbally. Address your target market needs instead of focusing on what you want to say.

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.

Be Findable - eCommerce Best Practices

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:

  • Run an email campaign to let them know the product is now available, with links on where to buy. When writing your email, remember most people screen using their preview window. Make sure that your email subject line and first lines of text are real grabbers. It doesn’t hurt to put that link to your product high up in your email so recipients can click to buy from the preview pane without even reading your whole email.
  • Enlist brand fans and even friends and family to write reviews in advance, and then post them when your listing goes live. Most platform algorithms consider reviews when determining search rank. Ask people to buy and then review—verified purchasers are most trustworthy and valuable.
  • Invest in PPC (pay-per-click) advertising. Buy your keywords on Google so that your product shows up to qualified searchers. Have a landing page for people who click, one that is highly focused on getting them to buy with a link to your product listing.
  • Market on social media, particularly with paid posts that ensure that your product shows up on the feeds of likely buyers.
  • Do some content marketing, writing articles that address issues that are relevant to your product. Post them on your site, ask to be a guest blogger, and include links to your product listing.
Digital Marketing Campaign - eCommerce

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.

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