Ecommerce marketing is a lot of work. There are many channels to explore and using the right one at the right time can be difficult. You may have heard about some ecommerce marketing strategies that you like and others that make you cringe, but what’s really working? What are your peers doing? How do you know if your strategy has been successful or not? We’ll walk you through how to find out in this blog.
The first step is to look at which channels are driving traffic for your business: Google Analytics will tell you which websites visitors came from, Facebook and Instagram can show user behavior data from within those apps (e.g., impressions, clicks) as well as information on ad performance (e.g., video views, link clicks), and Google Search Console will show you which search terms are driving organic traffic to your ecommerce site.
However, understanding ecommerce marketing channels doesn’t explain why they work-and when they don’t. That comes down to ecommerce metrics like conversion rate, average order value (AOV), customer lifetime value (CLV), and return visits to name a few. What ecommerce metrics do you need to track? Which ecommerce tools can help you collect ecommerce data about your customers, marketing spend, or product performance?
Now that you know which ecommerce platforms are driving the most traffic for your business and what ecommerce metrics you should be tracking, ecommerce content marketing will fall into place. Don’t forget to focus on ecommerce SEO , or Search Engine Optimization, while you’re at it--whether that means hiring a search engine optimization agency or learning about ecommerce SEO yourself.
1. Email Marketing
Email marketing ecommerce platforms are one of the most direct and effective ecommerce marketing channels. According to a study by eMarketer, over 91 million people in the United States have purchased something online from an email sent by a brand they trust. This is because ecommerce marketers who carry out eCommerce Email Marketing ecommerce platforms have a two to three times higher ecommerce conversion rate than those who do not ecommerce platforms.
2. Facebook Advertising
eMarketer ecommerce platforms that ecommerce marketers spend $17.37 billion on Facebook ads in 2018 ecommerce platforms, which is unsurprising given the social network’s 1.5 billion daily active users ecommerce platforms. It might be even more surprising to hear that ecommerce marketers who use paid marketing ecommerce platforms have a 9.2% ecommerce conversion rate ecommerce platforms, compared to 5.4% ecommerce conversion rates ecommerce platforms for those who don’t ecommerce platforms.
3. Social Media Marketing (Facebook, Twitter, etc.)
Social media marketing is one of the most widely used ecommerce marketing channels. A strong ecommerce presence on social media platforms like Facebook and Twitter can help merchants engage with their customers on a more personal level, as well as to increase brand awareness.
Social media ecommerce marketing channels are widely used by ecommerce merchants because they're free to use, easy to track, and can reach a large audience.
4. Instagram Marketing
In ecommerce, Instagram marketing is a big opportunity. Instagram's core user base are millennials. Since ecommerce brands appeal to a wide range of customers, it's important for ecommerce merchants to find ways to connect with their prospective customers on social media platforms popular with their target demographic.
5. PPC Advertising (Google Adwords)
PPC ecommerce marketing channels are another common ecommerce marketing channel. With PPC ecommerce marketing, merchants can pay for ads on ecommerce sites or their category-specific ecommerce platforms (such as Google Adwords for ecommerce). Merchants can choose the keywords they want to target and how much they're willing to spend.
SEO ecommerce marketing channels are another ecommerce marketing channel ecommerce merchants can use to reach new customers. With SEO ecommerce marketing, ecommerce merchants create content that will rank high in search engine results. This allows for brands to optimize their ecommerce websites so that they rank higher in Google's ecommerce results and drive organic traffic from the ecommerce search results.
It’s a tough decision picking the right marketing channels to target your customers. We have some great news for you, though! You don't need all of them to be successful at driving sales on your website. Pick one or two that best fit with what you're trying to sell and then focus on those channels only. If it's more important for you to drive traffic than increase conversions, go ahead and spend money in Google Adwords since they are an effective way of getting people onto your website through paid search ads. But if it's conversion rates that matter most, try Facebook Ads instead because their targeting tools make sure that potential buyers see offers tailored just for them rather than generic ones like PPC advertising does - which may be good if you're trying to sell ecommerce items like ad space, but not ecommerce products.