Each year we closely follow the development of the e-commerce market and new trends in internet and ecommerce marketing. Old strategies are becoming irrelevant, and new trends are gaining momentum. And some of them have enough potential to change the market and take the e-commerce business to a new level.
By the end of 2020, total online store sales worldwide are projected to reach $ 2 trillion (!). The growth, compared to 2017, will be + 6%. Just think about this number – it is impressive.
Almost half of all sales in the field of e-commerce, according to the results of 2017, are in China (47%). In monetary terms, it is about 900 billion dollars. Thus, this country will take first place in the world in terms of sales in e-commerce, moving the United States from this place.
The second largest regional market for e-commerce is North America. This year, sales in the US and other countries in the region are projected at $423 billion, an increase of + 15.6%.
By 2020, total global e-commerce sales should double:
Image Source: eMarketer.com
According to forecasts, the Asia-Pacific region will remain the largest regional market in e-commerce, reaching, according to various estimates, a turnover of 2.5 to 2.7 trillion dollars by 2020.
Success in ecommerce marketing may come unexpectedly, but nevertheless, the proper skill set in this business will help you achieve your desired success.
From advertising per click to blogging, from search engine optimization to analytics, marketing in e-commerce is very broad, diverse and therefore complex. But the main thing is to find those tactics that will work just for you.
I offer you my ecommerce marketing guide that will help you succeed in your online business.
What is ecommerce marketing?
- 1 What is ecommerce marketing?
- 2 What are the top ecommerce marketing strategies?
- 2.1 1. Pay per click advertising
- 2.2 2. Email marketing
- 2.3 3. Search Engine Optimization (SEO)
- 2.4 4. Social Media Marketing
- 2.5 5. Influencer Marketing
- 2.6 6. Retargeting
- 2.7 7. Education Marketing
- 2.8 8. Create a unique selling proposition
- 2.9 9. What is cross selling and why should you care?
- 2.10 10. Make your content go viral
- 2.11 11. Optimize Your Marketing Efforts for Mobile Devices
- 3 In Conclusion
This is when you bring customers to your online store and offer them some discounts that they cannot refuse buying your products and services.
There are many different ways to attract customers to your website. You can use Facebook advertising, Google Ads, organic SEO and other marketing strategies to increase sales on your web resource.
Of course, there are many different tactics that differ from those used by sellers of physical stores. There is no soft music, relaxing smell or helpful, well-dressed salesperson to help customers to make their choice in an online store.
However, many find positive aspects in online shopping, such as speed and privacy of purchases, understanding when exactly you will receive your order, etc.
This is what the optimal structure of an optimized commercial website looks like.
What are the top ecommerce marketing strategies?
When you promote your website, of course you need to understand which channels give you more buyers. If you see that one of the channels leads more customers than the others, then my recommendation is to concentrate on it.
Conversion rates vary widely by both traffic source and device type:
- Average ecommerce conversion rate by device: desktop: 3.8%; tablet: 3.3%; smartphone: 1.3%
- Median conversion rate by traffic source: Direct: 2.2%; Email: 5.3%; Organic: 2.1%; Facebook: 0.9%; Paid Search (AdWords): 1.4%; Referral: 5.4%; Social: 0.7%
1. Pay per click advertising
PPC (pay-per-click) marketing is a form of online advertising in which advertisers accrue costs when users click their ads. Advertisers bid on the perceived value of a click in relation to the keywords, platforms, and audience type in which it originates.
Marketers use PPC for all types of campaign goals, including:
- Increasing sales
- Generating leads
- Promoting brand awareness
PPC is all about relevance. Users are searching for specific products, services, and information at any given time. Advertisers have the ability to show a targeted ad at the exact moment this search is occurring. For example, if a user searches for “blue running shoes,” an advertiser can show an ad speaking to “blue running shoes.”
2. Email marketing
Email marketing is making money moves.
It constantly adjusts, adapts, and advances with the shifting technology landscape. However, its relevance in the modern ecommerce marketing stack remains as prevalent as ever.
It is estimated that checking email is the #1 activity on the internet with 94% of internet users getting online for this reason alone. Email marketing’s power is rooted in its ability to break through cultural, generation, and class barriers. Its effectiveness for marketers lies in its steady return on investment, about $39.40 on each email.
While Facebook’s Sheryl Sandberg famously decried the “end of email” in 2010, she may have jumped the gun on that assertion. While social media and audio/visual channels have seen a sharp rise in the last decade, email has remained a mainstay. According to studies, people sent about about 247 billion emails per day in 2010, compared to a projected estimate of 307 billion per day in 2020.
3. Search Engine Optimization (SEO)
SEO (Search Engine Optimization, Search Engine Optimization) is the comprehensive development and promotion of the website in order to reach the first position in the SERPs for selected queries in order to increase traffic and generate revenue in future.
The higher the position of the site in the search results, the more users visit this web resource.
Optimization rules are set by search engines. Each of them uses and regularly updates its own ranking algorithms, which consist of many factors. And, although the formulas are kept secret, experts know which factors play the important role. When you improve these factors, you can make better the position of key queries in the search results.
Extremely important for the results of promotion is user behavior, user-friendliness of the interface and website loading speed. With the development and complication of algorithms, the value of the above factors is steadily growing. It ultimately makes search results better. Search engines strive to produce the most useful material at the request of the user. Therefore, the owners of the resource must publish the most interesting content for its audience.
4. Social Media Marketing
Social Media Marketing is the promotion of goods and services on social networks that are perceived by marketing as social media.
The main emphasis is on creating a message (text or visual) that people will distribute through social networks on their own, without the participation of the organizer. Many people believe that messages transmitted over social networks cause more confidence among potential consumers of a product or service. This is due to the recommended distribution scheme in social media due to the social connections that underlie the interaction.
Promotion in social networks allows you to specifically target the target audience, choose sites where this audience is more represented, and the most suitable ways to communicate with it, while least affecting people who are not interested in this advertisement.
You need to understand that your target audience is coming not only from social networks to your site or online store. You need to do tests and see which results you have. Then you will realize if you need to use this marketing tool in your promotion or not.
5. Influencer Marketing
Influencer Marketing is a way to promote products and services through opinion leaders.
An “influencer” can be not only a person, but also any group, brand, company or even a place (for example, an interest club) that people trust on certain issues.
According to AdWeek, 65% of brands use Influencer Marketing in one way or another to promote their products and services. 52% of companies have a separate recommendation marketing budget. The annual budget for Influencer Marketing exceeds $500,000 at 25% of companies.
For a couple of years now, Western marketers and promotion specialists have recorded the tremendous effectiveness of recommendation ecommerce marketing in comparison with other channels.
For example, in the FMCG segment, this kind of ecommerce marketing brought brands $11.33 for every dollar spent, in retail – $10.48, in tourism – $7.04. The worst results were in the field of goods for home and garden – $0.64 per 1 dollar spent.
Industry Average Influencer Marketing yields $6.85 per dollar.
According to a Tomoson survey, which was attended by 125 marketers, Influencer Marketing turned out to be one of the most effective tools for Internet promotion in terms of profit (along with e-mail marketing)
Retargeting is an advertising tool with the help of which you can return users who have already visited your site. It is offered by all popular sites selling paid advertising: Google Ads, Facebook, Instagram etc. Other small teaser and banner networks also have remarketing.
You can complete customer conversions with the help of retargeting. For example, a user visited the site, added the goods into the basket, but did not place the order.
What you can do with retargeting:
- motivate the user to complete the purchase;
- recommend products based on user views;
- show new products or offers in order to engage in a new purchase cycle or encourage the new purchase;
- Show branded ads so that visitors remember the brand better.
Retargeting is an effective advertising that helps not only increase your income, but also reduce the cost of “promotion”. Setting up the service is simple, and the existing banner templates on retargeting sites are so diverse that you can pick them up and use them in your online business without needing to hire a web designer.
How much does retargeting cost for your site? It all depends on whether you deal with this issue yourself or order paid marketing services. In any case, you should not neglect this advertising approach, since it is much cheaper to return a customer ready for purchase than to attract a new one.
7. Education Marketing
Education marketing is a relatively new form of ecommerce marketing. Its meaning is that you first offer your customers to learn something useful. For example, how to solve their problems more efficiently.
In fact, training your customers works very well for two reasons:
This increases customer confidence and loyalty to you, both current and potential clients. When you educate people that come to you, you immediately give them some value. People who are accustomed to see other sellers that want to sell them goods at every corner, will be very pleasantly surprised that they are offered to learn how to solve their problems more effectively.
Selling is much easier during training. Since you can integrate the sale of your products or services into the learning process itself. For example, if you sell juicers, then you can write for your potential clients a small book entitled “How to Preserve Health, Youth and Beauty with the Use of Natural Juices” (even if it is a book in PDF format). And already for those who are interested in the book, sell your juicers.
Various educational information products also work well – courses, audio books, brochures, seminars, etc.
Start teaching your customers something that will help them solve their problems (naturally, with the help of your product). As the result you will find grateful buyers among many of them.
8. Create a unique selling proposition
If you do not have USP (a unique selling proposition), then your customers will not be able to differentiate your business among hundreds of similar offers. The main question that your unique selling proposition should answer is: “Why should I, your potential customer, among the whole set of companies choose yours?”
A great example of using UTP is the story of Domino’s Pizza. It all started with the fact that in 1960 Tom Monaghan and his brother James bought a small pizzeria. This small business did not bring its owner enough profit. They paid a debt of $75 and borrowed $500 to pay further expenses.
However, after several months of hard work, it turned out to be that this business brought them nothing. Moreover, they lost money and accumulated debts. James left the business. Everything changed when Tom Monaghan came up with a proposal that would attract customers to help standing out from competitors. It sounded like this: “Fresh, hot pizza in 30 minutes, or you will get it for free!” With this offer, he was in the top ten. He “fixed” one of the most important problems, which annoyed potential customers, and which any pizzeria faced.
Note that Monaghan did not say that his pizza is of the highest quality, or that he uses only natural ingredients, or that it is the cheapest – nothing like that.
As a result, the company quickly crowded out its competitors and took a leading position in America. As of September 2006, Domino’s Pizza already had over 8 thousand pizzerias that earned $1.4 billion. The pizzeria in the Irish city of Talat was the first in the history of Domino’s Pizza to earn $3 million per year.
Think about how you can stand out of hundreds of other businesses. Also formulate it in the form of a bright UTP. (it works not only offline, but also in online business)
9. What is cross selling and why should you care?
Cross selling is the process of selling a different product or service to a customer to increase the value of a sale. It is often confused with upselling, which is anything that increases the price and functionality of the original purchase.
While using cross-selling technology, you can increase sales without attracting new customers or changing anything in your products.
A good example: see how Amazon.com cross-sells. When you select a book, the books that you usually buy along with the one you have chosen are automatically shown to you. That is, amazon offers you to buy something else at night automatically. And you can be sure that a certain percentage of people in response to such an offer buys more than they intended to buy before.
Another classic cross-sell example is the work of sellers at McDonald’s. When you order a hamburger with Coke, a friendly seller will definitely offer you to try french fries or a cherry pie. And this does not happen at all because you are all so wonderful. This is the result of a clearly structured and carefully calibrated sales system. This system also includes such a critical element as cross-sell. With the help of cross-sell technology, you can quickly increase sales without additional investments. Also you don’t need to attract new customers and almost without any effort on your part.
Viral content is any piece of media that becomes wildly popular overnight.
It could be a YouTube video, Facebook post, tweet, or almost any social media content that gets shared thousands and thousands of times.
Viral content starts to work for you on autopilot, as your brand gets exposed to a whole new audience that you couldn’t ever quite reach organically.
You might think getting your content to go viral is as likely as you hitting the lottery, but nothing could be further from the truth. If you’re looking to generate buzz for your business or if you just want your own 15 minutes of fame, continue reading.
We often hear or read about blog posts and great content that went viral and wonder how the authors did it.
Well, it’s got nothing to do with being a content strategy expert or with beginner’s luck. Once you activate the viral triggers and lead with persuasion, you’ll get tons of traffic for your site.
If you’re a blogger or a content creator for social networks or ecommerce marketing, this may be the information that you’ve been looking for. Get ready to challenge the status quo and learn to create the right kind of valuable content.
This way you’ll no longer struggle to generate traffic to your blog, but will instead be concerned about monetizing the traffic and making your marketing campaigns a success.
Evoke emotion: Content that evokes an emotional reaction is more likely to go viral. Such emotions include awe, wonder, anxiety, sadness, and humor. This is where the mediums of video content or visual content work so well, yet other content types like well-written thought pieces or clever list posts can also bring worth and wonder to social media platforms.
Positive message: While great content may be shared for many reasons, the pieces of content that stimulate positive feelings tend to perform better than those that stimulate negative feelings, boasting a higher click to tweet rate.
Practically useful content: After collecting information about the content on the Times home page (i.e., author’s fame, content release timing, writing complexity, author’s gender and length) to determine what factors were most often found in great content that went viral. The researchers concluded that content that is useful in a practical way has a high chance of going viral. This may mean adapting your digital marketing campaign in a way that puts valuable content first.
From all of the examples that we’ve examined so far, you’ve undoubtedly picked up on the fact that people prefer to share content on their social network that brings them a certain level of satisfaction.
Of course your duty, when creating content, is to focus on positivity, to evoke emotions of awe, anxiety, etc. and to offer immense value to your readers. They have to want to share it with all their friends via their social media accounts.
11. Optimize Your Marketing Efforts for Mobile Devices
Back in 2015, the largest search companies announced that residents of the most developed countries use mobile versions of their sites more. Since then, the share of traffic passing through smartphones and tablets has only increased
From 2016 to the present, the percentage of people who use computers and mobile phones in equal shares has become equal. This was half of all users of the global network. Since that moment, this percentage has only increased due to the universal enthusiasm for smartphones. More than 20% of people access the Internet exclusively from mobile devices, without even touching computers.
It is worth noting that all of the above facts were noted more than a few years ago. This means that the share of mobile traffic has only increased over this time. It clearly has a positive trend. If you don’t optimize the site for mobile devices, then you as an entrepreneur can lose an impressive share of traffic and potential customers. Not paying attention to the needs of phone owners is a mistake that puts an end to business success. He will not be able to prosper, but will only survive.
Therefore, do not forget to optimize your site for the tablet and the mobile version. If you don’t do that you can lose potential buyers of your goods and services.
Staying current with the latest marketing trends and techniques is crucial for any successful eCommerce website. It’s important to deliver relevant, interesting and valuable content and products that truly suit the needs of your target market.
Reach out to your customers in a variety of ways. Make sure you are working with a team of experts with varying skill sets. If you listen to everyone’s ideas, you may find new ways of improving your current campaigns and outreach methods.
And, as always, make sure you are monitoring your website analytics to examine trends, keep your website optimized, and track your results!
With the right mix of ecommerce marketing techniques, you can improve your conversion rate and attract sustainable business that will continue growing over time.