8 Ecommerce Marketing Strategies You Must Know

Date: January 2, 2015

8 Ecommerce Marketing Strategies You Must Know

Ecommerce Marketing Tips for Your Business

Now that you are done with sourcing products from the right suppliers and wholesalers, it’s time to move forward and consider other aspect of your business —marketing. This article will address ecommerce marketing strategies for generating sales, increasing market share, and earning the trust of global customers. Why go for ecommerce marketing?

An increasing number of online marketing studies indicate that the consumer’s internet behavior is strongly related to overall internet use. Online marketing behavior in the past is accepted by industry experts as one of the best predictors of future online consumption. There is a positive link between the current level of online shopping and the likelihood of consumers possessing a future intent to purchase goods online.

Thus, in the same way as technology is shaping supply chains and logistics management, it is also changing customers’ online purchasing behavior. There is an untapped e-business market out there and the Internet is the best tool for reaching out to this pool of online shoppers.

Here are some facts from Statista for ecommerce:

  • B2C ecommerce sales worldwide is worth some $1.25 trillion
  • There are 191.1 million digital shoppers in the U.S.
  • Average B2C ecommerce sales per buyer is $2,466
  • 63% of consumer electronics are most likely purchased via showrooming

Powerful ecommerce marketing strategies after product sourcing

1st: Localized ecommerce website – are you catering to a multicultural online market? Be sensitive to your customers’ needs and assess their online shopping experience based on their offline consumer behavior. A growing number of ecommerce companies are examining the consumer’s “Internet innovativeness”, which refers to the user’s willingness to try new things online and the user’s openness to new technology. A consumer’s Internet innovativeness is frequently correlated, positively, with his or her willingness to engage with a specific product category. Certain companies are carrying out demographic studies of their consumers, as part of their ecommerce localization strategies.

The strategy doesn’t just involve translating the pages to the native language of customers; rather, you also have to consider the online consumer’s shopping practices. Take Chinese online customers as an example: the website must be culturally and visually appealing and adjusted according to their idiosyncratic preferences, in terms of colors, language options, photos, and social-media buttons.

Furthermore, there have been studies focusing on localized online user-generated content which suggest that customers feel more comfortable when they can also see other online shopper reviews of the products or services. There is a strong link between the incidence of these online consumer reviews and the product conversion rates.

2nd: Optimize web pages – one of the most overlooked strategies is website optimization. Make sure your “Buy Now,” “Check out,” “Pay” and “Subscribe” call-for-action buttons are all visible to online buyers. Follow the rules in color psychology for designing your website and your landing pages. And don’t forget to optimize your product descriptions and make sure your product descriptions are unique.

3rd: Harness email marketing – here’s another strategy that large-scale retailers and wholesalers should explore: building a list of email addresses of online customers and shoppers. Sending newsletters (news, promos, discounts, and loyalty rewards) will not just keep your shoppers happy, but you can also use this to maintain your customer base and gain brand and consumer loyalty.

In terms of return on investment and driving ecommerce sales, email marketing is one of the most powerful online marketing tools that every business should incorporate into its ecommerce business plan.

4th: Mobile marketing – consider optimizing your website for mobile devices. This is in recognition of the spiraling importance of mobile shopping. The other strand to this multiple-channel increased visibility of your ecommerce site can be kick-started by purchasing mobile ads. There is now a soaring likelihood of almost anything going viral among mobile users; hence, this is definitely a feasible and possibly a lucrative option for many bigger e-businesses.

5th: Cross-channel marketing – if you have both physical and online stores, you can combine these two advantages for cross-channel marketing to improve your online customer services. You can either sell products in your online store and have customers pick up the items at physical stores, or you can allow them to purchase them in person and offer free shipping and add-on services.

Overall, this is undoubtedly a marketing tactic worth exploring because, by building up a cross-channel inventory visibility, you can enhance the experience of the online buyer and engage your consumers on multiple channels, whether online, offline, on mobile, etc. With this in mind, it is vital to ensure that cross-channel marketing is user-friendly and your website should provide your online customers with a seamless experience.

6th: Expand product lines – this should be utilized in conjunction with sound judgment before introducing new products to your online customers. The inventory of saleable goods will help you in decision-making and evaluating your online marketing strategies. Find out what your customers would like to buy through polls, surveys, and even through newsletter campaigns. Having identified your target group and their market-driven needs, then consider how to best implement this as part of your marketing strategies.

7th: Better web content – there is now a trend towards the rise of long-form content. Online customers demand content that is more closely associated with the specific products and services offered by the company. So tailor your online content to the ‘global resident’, and consider embellishing it with blog posts, videos, and podcasts. Ultimately, you want to make your e-business content long-lasting, readable, and widely applicable to other areas of the consumer’s life. In addition, content marketing is one of the search engine optimization strategies to increase the visibility of your website in search engines, so that your potential customers can easily search and locate your shop over the internet.

8th: Social media marketing and Pay-Per-Click Advertising – it may be useful to maximize your revenue through social media and search ads, especially since Google is now making it harder for content marketers to reap the benefits of link-building through the avenue of guest blogging. Targeted social-media ads are certainly very effective and large ecommerce companies have recently started engaging in substantial pay-per-click ad campaigns. Ultimately, the objective of your e-business is to ensure that consumers become aware of your existence at every possible juncture whereby their actions could constitute a product conversion for you.

Your takeaway

Be creative and intentional when it comes to marketing strategies for ecommerce. Remember, repeat orders and loyalty do matter. Always provide the best online shopping experience for your customers. 


Image © scyther5 / Shutterstock.com

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