Home / Five eCommerce Marketing Strategies That Work
Digital marketing brings with it a whole world of possibilities. With the right marketing know-how, a new brand can burst onto the scene and challenge the status quo, established companies can steadily expand and build a loyal customer base, and industry leaders can stay one step ahead of the competition. The possibilities really are endless.
But achieving any of these goals is only possible if you have a solid vision. How are you going to get where you want to be without a step-by-step plan of action? If your marketing efforts feel a little disjointed and you’re not making the kind of progress you’d like to be making, what you need is a marketing strategy.
As an eCommerce marketing agency with more than 25 years of experience, we know a thing or two about strategies here at Brave. We’re going to walk you through the basics right here, offering some handy ecommerce marketing strategy tips to help you get started.
Let’s start with the basics: what does a marketing strategy look like and what does it include?
In essence, an eCommerce marketing strategy is a detailed plan that outlines how you’re going to market your business, which channels you’re going to focus on and how you intend to use them.
Let’s say you intend to split your marketing budget between paid media, CRO, SEO and content, with a sprinkling of email marketing thrown in for good measure. Your marketing strategy should not only outline how much time is going to be spent on each channel per month, but which tasks need to be completed. For instance, the content strategy should include which blogs you plan on writing, or which landing pages you intend to optimise or expand.
A marketing strategy should also take into account each stage of the ‘marketing funnel’ – the stages that a customer goes through before purchasing a product on your site. If you’re not familiar with the concept of the marketing funnel, the four key stages are as follows:
The answer’s simple: marketing strategies are the backbone of any successful campaign, and that’s the way it’s been for decades – since before digital marketing was even a thing.
Marketing is by no means an exact science, and there’s no guaranteed way to win customers over and become a market leader. But a solid strategy based on audience insight and competitor research can lay the foundation for a successful campaign, ensuring you’re on the right track from the outset.
As a result, marketing strategies can save your company an awful lot of money in the long run, helping you avoid unnecessary expenditure by focusing on the areas that really matter.
So, now we’ve covered the ins and outs of eCommerce marketing strategies and what they should include, let’s run through five of the most popular strategies that brands use to grow.
If your primary goal is to generate awareness of your brand and get the word out to as many potential customers as possible – and as quickly as possible – you might want to prioritise paid media in your marketing strategy. Although paid ads alone aren’t the best way to sustain long-term growth, they can deliver incredible results in a relatively short period of time. Provided your site’s content and user experience are up to scratch, you can then convert prospective shoppers into customers.
How often do we buy a product nowadays without doing a Google search beforehand? Unless you already know which brand you’re going to shop with, most of the time you’ll type the product you want into a search engine – so having top-10 rankings on those search engines can be the key to success in eCommerce. A well-executed SEO (search engine optimisation) campaign can help you out-rank the competition, pulling in more traffic than ever before.
Once you’ve got customers on your website, you need to encourage them to buy something. Although content marketing works in tandem with SEO to generate traffic, it’s also a great way to showcase your brand’s story and build trust. The right content in the right places can have a transformative impact on a brand, helping you attract a loyal following.
The user experience is everything nowadays: if your site is clunky or awkward to use, customers are going to take their money elsewhere. Increasing your CRO (conversion rate optimisation) budget could be just what you need to rectify this, reducing your bounce rate and keeping customers interested in your brand.
It’s easy to draw attention to your brand online, but it’s even easier for customers to forget about it. How many times have you seen an ad, thought to yourself ‘that looks interesting’ and then almost immediately forgotten about it? It happens more often than you might realise, which is why email marketing is so important. Despite email being distinctly old school, it remains a tried and tested marketing channel – and it’s a great way to keep your loyal customers engaged (and win over new ones).
Need an eCommerce marketing strategy of your own? It just so happens that’s exactly what we specialise in here at Brave. We’ve helped our clients transform their marketing campaigns with tailor-made strategies built on hours of market research and a thorough understanding of what customers want.
Find out more about what we do, what goes into creating a strategy and book a free call with our experts about our marketing strategy service.
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