What is ecommerce marketing and how should you leverage it?

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Malomo Staff

Staff

E-commerce marketing aims at converting organic and inorganic traffic on your online store into buying customers. You can use paid and non-paid strategies to achieve this. However, e-commerce marketing strategies are not static, which is why you should continually review them.

Since the advent of e-commerce, online retail has gone on to become a multi-billion dollar industry. Every year, brick and mortar retail stores close down, and a corresponding number of online stores are opened, many with the goal of filling those empty brick and mortars as part of an expansion strategy. While this is great, it implies that e-commerce stores now have to deal with growing competition from dealers with refined e-marketing strategies. Before we delve deeper into this e-commerce marketing guide, we need to answer the question of what is e-commerce marketing.


E-commerce marketing definition

Before we define e-commerce marketing, what is e-commerce business? E-commerce is short for ‘electronic commerce,’ that is, the online exchange of goods and services. E-commerce marketing practice refers to the aligning of an e-commerce business’s strategies, goals, and tactics that help achieve sustainable traffic to an online business, thus resulting in sales. Conventional commerce marketing strategies can be applied, albeit in the digital realm.


How to leverage e-commerce marketing

Some of the ways with which you can convert online leads into sales for your e-commerce site include:


Take an e-commerce marketing course

E-commerce websites are affected by such factors as changes in search algorithms as well as consumer spending habits. What might have been the best e-commerce marketing strategy in 2018 may not work at the moment. Luckily, you can take an e-commerce certification course free online. You can also lookup e-commerce courses near me if you prefer physical classes.

Before choosing an e-commerce certification course, check out its e-commerce course syllabus to ascertain that it includes such elements as:

  • E-commerce marketing
  • Customer relationship management
  • Online security issues
  • Supply chain management
  • Data warehousing
  • E-payment systems
  • E-commerce implementation


Employ e-commerce digital marketing strategies

To successfully run an online business, you need to have an extraordinary e-commerce digital marketing strategy. To begin with, you need to have a sellable product. You then need to make your product rank high by implementing suitable SEO practices. Keyword research is the first step toward an effective SEO strategy. Therefore, you need to brainstorm all the keywords or phrases which your target clients might use to look for products like yours.
You also need to use digital e-commerce marketing channels such as Facebook, Twitter, Instagram, and YouTube, among other social media channels. This not only builds product awareness but also enables you to engage with your target audience. If you are unfamiliar with such strategies work, you might want to delegate this to a digital marketing agency.


Content writing for online shopping websites

Generating content for an online shopping website is one of the most effective ways of engaging your clients. Have a ‘blog’ section in your e-commerce site where you post useful content that relates to the products or services you offer. Guest posting or writing content for external websites gives your brand more authority. An effective content marketing strategy is best left to an e-commerce content marketing agency.


Optimize your product copy pages

Optimizing your products listing should be part of any effective e-commerce strategy pdf you download. This involves the optimization of product descriptions to include all keywords potential clients might use as well as the use of appealing images and product or service elements.

Your product copy should be persuasive but accurate. Include details such as the product’s dimensions, accessories, materials used, shelf-life, and so on. Use images that clearly show the product’s features. You also need to ensure that the pictures will not look distorted when clients zoom them. With the growing use of mobile devices, you will need to ensure that your product listing is optimized for mobile devices.


Put in place follow-up strategies

After a successful sale, you need to keep your clients engaged. Send an e-mail or a text message a few days after the product is delivered to keep the conversation going and gauge their interest in more of your products. If a client abandons a cart, you need to find out why. You minimize your chances of losing a client by suggesting related or cheaper products, offering assistance, or by politely reminding your clients to check out.


Hire an e-commerce marketing company

If the above strategies do not sound like your cup of coffee, feel free to hire an e-commerce digital agency. However, make sure you read the agency’s reviews on other e-commerce marketing jobs they have handled.
Alternatively, you can hire an e-commerce manager exclusively. Be sure to list down all your expectations on your e-commerce marketing job description.


The bottom line

In a nutshell, e-commerce marketing aims at converting organic and inorganic traffic on your online store into buying customers. You can use paid and non-paid strategies to achieve this. However, e-commerce marketing strategies are not static, which is why you should continually review them.