Ecommerce marketing, frustrates, right? Sometimes even a small thing can make a big change but sometimes it’s totally different, trying to do a lot of charges to see results but boom no change in performance. It feels like we are not getting most out of your digital marketing efforts and marketing budget. No one wants to see poor sales, low rankings, less clicks, high bounce rates, etc. but sometimes even working hard on marketing we need to face these problems with marketing. Almost all have faced this situation with more effort but less results, do you know where are you missing? Digital marketing strategy for your E-commerce website.
Yes, the mistake most of the people make is working on each digital marketing channel including ppc, social ads, SEO, social medias, email marketing, etc. but have you ever thought where are you going with these? Without a plan you are just wandering along a path without even knowing the destination.
This is where you need help, a proper digital marketing plan for your ecommerce website, so you can actually exime if you are really getting the results that you are working on, or the things are not working, and if not working what exactly is not working,
“49% of organizations don’t have a clearly defined digital marketing strategy.”
- Smart Insights
With a proper strategy you can get your maximum ROI and also can get to know about what efforts are working and what’s not in your marketing.
What’s your marketing objective
The first step for any digital marketing strategy is defining your marketing goals, There could be any goal or objective you and your firm decides to achieve. Well, mainly it’s getting more sales. But how much? That’s how the SMART goals work, your objective needs to be SMART (specific, measurable, achievable, relevant, and time-bound.
One thing to keep in mind is you are never gonna get sales from a stranger as it takes at least 2-3 campaigns to convert a stranger into a buyer, No stranger is going to buy from you till he doesn't understand your market and brand products. A buyer goes with a buyer's journey with 3-4 steps including awareness, interest, desire and then action. For taking action on your website it needs him/her to go through the awareness stages and all other stages.
You can choose brand awareness as your marketing objective, if your website is not known mostly, in that case your website needs to reach more eye-balls, so people can understand what your brand offers. Making more website visits as your marketing objective can help you in getting an interested audience in your website and you can target them in future.
There are plenty of objectives you can choose from, but I am listing some example of SMART objectives so you pick one for you easily.
Increase Website visits by 20% within 3 months
Increase website sales by 30% within 2 months
Increase website leads to 2,000 subscribers within 1 month
Increase Instagram followers by 5k within 2 months
I hope the above examples help you in selecting the right objective for your brand.
Understand the Marketing Funnel
If you don't understand the marketing funnel or buyer’s journey then you need to understand it right away. Let me define each step of marketing funnel for you so it can be easy for you to understand, but before it let’s understand:-
What marketing funnel is?
Marketing funnel, sales funnel and we also call it, purchasing funnel. It's a funnel that shows the theoretical presentation of buyer’s journey mapping. In simple words, funnel is a representation of the journey of a stranger to become a buyer and then a loyal customer of a brand.
Why is it important to understand the marketing funnel?
Understanding the concept of a marketing funnel is important because it will help you to visualize the customer journey and the journey of a stranger to convert into a buyer. This journey mapping can help you in creating your marketing strategy.
5 stages of the marketing funnel
Awareness
Consideration
Conversion
Loyalty
Advocacy
These are the 5 steps of a marketing funnel that will help you in understanding your customers better, how are they getting aware from your brand, are they taking action in your homepage, or they are bouncing back, from which target most of the peoples are bouncing back from your website or the brand’s marketing funnel.
Almost all businesses that market goods and services use a marketing funnel in some way. This funnel highlights the stages a buyer goes through when purchasing an item and gives businesses the opportunity to monitor the effectiveness of their sales strategies.
3. Understand Buyer’s persona or target audience
If you are one from those who are marketing to everyone, than you are not on the right path, remember you need to understand your market and market audience, Your target audience defines to whom you are gonna market to, if you sell baby products and you are marketing to everyone from a person of 18 to a person of 54, in this way you are just losing your money which is not gonna come back to you again. Also It doesn't mean that if you are selling baby products than your target audience are babies, nope… Your target audience are who buy these products, so basically in an example of a baby product your target audience are Moms. Moms of babies are the one you need to target.
Now let’s say if you sell baby products in the USA then your target audience will be moms living in the USA. This is how you will be narrowing your target market, because if you are going to target everyone in the USA then it’s not gonna happen and you are going to lose a lot of money in marketing your products and services.
Now you have a proper understanding of your customer journey and buyer’s persona. It’s the best time to start with developing your digital marketing plan, so let’s start working on your business’s marketing plan.
I will show you the step by step process of creating a digital marketing plan for your business to make the task easy for you.
Step 1 - Plan for Search Engine Optimization
No matter what industry you are creating your plan for, this is a strategy for almost all B2C businesses, even for some B2B businesses also. First start with what is SEO, search engine optimization, SEO refers to the process of optimizing your website to rank in search engines in relevant keywords or search terms.
While creating SEO strategy you will need to conduct a keyword research for your website and while conducting keyword research you will find some keywords opportunity with less competition and high search volumes, this is where you need to target your SEO for, finding a right keywords opportunity can skyrocket your clicks and marketing efforts. Planning your SEO is a very important part of developing a digital marketing strategy for your business as once your SEO is done and starts getting traffic, this can become the most traffic getting source for your website.
Step 2 - Social Media Optimization
Social media optimization is a long-term play for digital marketers. The objective is to convert visitors into engaging followers and then into paying customers. Creating branded and professional social media accounts and maintaining a consistent online presence with posting consistently is the key to gaining maximum organic engagement and audience and also getting more conversions.
Incorporate these sites into your eCommerce marketing strategy.
Instagram – Finalizing a professional grid layout for Instagram will help you in making it professional and perfect. You can connect your store with the Instagram shop gallery so the audience can click the image to go directly to your store and buy it.
Facebook – There are more than 2 billion people on Facebook every month making it a powerful marketing tool for marketers. Facebook ads offer highly segmented targeting using demographics and location to deliver relevant information with a better ROI for businesses.
YouTube – YouTube platform has nearly as many users as Facebook at 1.5 billion with highly engaged users.. Businesses can leverage this platform for 100% free, adding helpful and engaging content such as step by step guide videos, product reviews, tutorials, and new product announcements, etc. It’s the third most visited website, making it a perfect place to build your brand and grab your leads.
Pinterest – If you are creating a marketing plan for an e-commerce website then Pinterest is a must have platform to include in your marketing plan. If you own an ecommerce store other than some social media’s like Pinterest, Instagram is the best way to generate more traffic for your website and convert them into customers.
Social marketing needs specific time to build some following across platforms and start getting some engagements and see any return on investment for your business. Influencer marketing and content marketing will pay off with backlinks, SEO organic traffic, and sales performance. Make sure that your professional and official social media pages reflect your brand and target the correct demographic of audience.
For new social media marketers, maintaining your brand identity on multiple platforms can seem difficult, however, it can be a very powerful tool for eCommerce digital marketing if done correctly. Make sure to have a proper branding and brand voice across all social media platforms. It is an area that requires a lot of thought and creativity. The creation of branded content needs to be creative, engaging and original, as well as authentic and real. If you are seriously considering adding social media into your eCommerce digital marketing strategy, make sure to be on top of planning, engage with your audience, and have fun exploring all working and non working things for your social media marketing channels.
Step 3 - Email Marketing for Ecommerce
Designing an email marketing campaign can be tricky, you need to work on different parts of the email campaign including subject line, content of email, images, Offer, the structure of email, etc.
Email Marketing is one of the most crucial parts of your marketing funnel/ ecommerce digital marketing strategy. There are volumes and websites dedicated to email marketing campaigns and the amount of various digital marketing eCommerce tips can be overwhelming with different strategies and objectives to each platform. Here are some of the fundamental optimizations that are used to ignore, to get more of your ROI
Welcome emails – A welcome email helps create a relationship between your brand and the target audience. It makes future targeted offers and upsells more likely.
Provide tips and relevant info – In marketing terms, this is called lead nurturing. Keeping your prospects interested without spamming them with discounts and offers goes a long way to establishing trust and connection with your audience. Providing useful and interesting content keeps your brand top of mind.
Send coupons and discounts – All shoppers love discounted deals. In one experiment, a merchant who sent coupons to all his social media channels improved conversions by 272%. NOTED
Ask for feedback – In your email surveys and campaigns learn about your customers and your business’s target audience. Don’t take this step lightly and use the best practices before asking for feedback. The knowledge you gain is priceless.
Wishlist reminders – Your customer’s wish list is an untapped goldmine. Keep them interested with reminders, price drops, birthday wishes, and low stock notices. It’s direct access to your customer’s mind which you can quickly monetize with less effort.
A good ecommerce digital marketing agency can help you with all these marketing tactics and can help with all the above executions. As they are specialized in their work, It will take less time to give you good positions in rankings and grab more leads for your business website.
Digital Paddles is an ecommerce digital marketing agency that will help you in your ecommerce marketing activities. We are specialized in ecommerce marketing and have worked with international ecommerce clients. Contact us for your free digital marketing strategy for your ecommerce website. Contact Us here:- https://www.digitalpaddles.com/
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