You already have an online store. Now you need to figure out how to market your business to as many people as possible. But with so many types of digital marketing available, it’s easy to get lost in the labyrinth.
Where do you start?
According to Datareportal, at the beginning of 2021, there were 4.66 billion internet users globally — which is 60% of the total world population. More people can access the internet than ever before.
The internet has become the best place to connect the broadest customer base to your products or services. It’s time to start devising ways to reach them on the multitude of online channels available.
Ready to take your online business to the next level?
Read on to learn:
- How digital marketing works.
- How to use different types of digital marketing channels for your online store.
- How to make your digital marketing strategies work for you.
Traditional vs. Digital Marketing for Your Ecommerce Store
Traditional marketing is a semi-targeted method of reaching potential customers.
The offline advertising strategies of traditional marketing include:
Though some businesses still use these traditional methods, online marketing is steadily advancing in popularity. It is an easier, less expensive, and less wasteful way to create brand awareness and drive traffic to your business.
There are plenty of compelling reasons to move toward digital marketing. It is a form of inbound marketing, which means instead of searching for prospects, they can search for you.
Traditional marketing is also limited by location. Digital marketing empowers you to reach out to the right target market and spread brand awareness to a large number of people.
As of 2019, Statista reports indicate 1.92 billion people bought goods and services online. In 2021, that number is expected to jump to 2.14 billion.
That’s a whole lot of potential customers.
5 Types of Digital Marketing Channels For Your Ecommerce Store
In the fast-paced world of technology, you have to stay ahead of the curve — especially if you run an ecommerce store that lives in the online space. Just like there are many types of ecommerce businesses, there are also many types of digital marketing to utilize. And if you’re not using the latest digital marketing methods, there’s a good chance your competitors will.
Let’s get into the most popular online channels to market your online store.
1. Social Media Marketing (SMM) for Ecommerce
Datareportal’s 2021 report revealed there are 4.2 billion social media users globally — more than 53% of the world’s population.
What does this mean for you and your marketing team?
Social media offers tons of prospects you can convert to customers. Don’t miss out.
Build up your brand’s presence on popular platforms like:
If you’re doing business internationally, don’t forget about WeChat and QQ Tenecent, which are popular in China.
You can take advantage of free marketing through these social media platforms. Build a following, connect directly with customers to build brand loyalty, or use tags on product photos that lead visitors straight to a shopping cart.
You can also opt for paid ads on social networks. You choose your target audience, and then your ads show up in the right potential customer’s social media feed.
2. Content Marketing for Ecommerce
Content marketing has grown in popularity because of how effectively it can generate traffic and establish trust in a company’s expertise. Good content educates website visitors with high-quality, compelling blog posts. It also uses calls-to-action (CTAs) to encourage readers to explore your products or sign up for email lists.
The content marketing strategy doesn’t involve direct advertisements or product promotion. But it can lead customers through the buyer’s journey.
To make content marketing work, you need to research keywords that improve your blogs’ search engine optimization (SEO). Good SEO will bring readers to your website, but you also need to develop consistently valuable articles to retain your audience and build customer loyalty.
3. Affiliate Marketing for Ecommerce
Affiliate marketing is an excellent option for merchants with ecommerce stores. You connect with a content creator who has an established audience, and they include links to your products. In return, the creator receives a commission when someone uses that “affiliate link” to make a purchase from your website.
For example, Amazon is the largest online store in the world. The Amazon Associates program capitalizes on content creators who direct their audience to the millions of products on Amazon. There is no upfront cost for Amazon, as they only pay out when a sale is made.
4. Search Engine Marketing (SEM) for Ecommerce
A search engine is a web-based tool that helps users find information on the web. Google, Bing, and YouTube are the most popular options. Search engine marketing (SEM) involves improvements to your website that boost your ranking on search engine results pages (SERPs).
SEM marketing includes SEO and paid advertising that improves visibility and increases traffic to your website. Pay-per-click (PPC) advertising through Google AdWords is a popular option for marketers who are willing to spend money to reach the top of SERPs.
5. Email Marketing for Ecommerce
As you build your business, it's essential to find ways to grow your email list. Use free content like blog posts, ebooks, or webinars to encourage users to sign-up. As you grow, you can also collect contact information from happy customers.
Email marketing can be a fantastic way to send out special offers to drive sales or announce new products. However, the best email marketing tools can also be used strategically to target prospects based on where they are in the buyer’s journey.
For instance, you can follow-up on an abandoned shopping cart to entice that customer to complete their purchase. You can also use automated emails to request reviews after clients have used your products or services.
Top Tips for Ecommerce Digital Marketing Methods
Now that we’ve covered some of the most popular types of digital marketing strategies, here are a few tips for maximizing your returns.
- Develop an incentive program for loyal customers: Reward your long-term customers through discounts and offers, and encourage them to stay connected with your business.
- Publish testimonials on your website: No matter what you say about your own products, consumers trust other customers more than companies. Testimonials can ease the buying process by increasing confidence in your brand.
- Make use of live chats: Live chats allow your website visitors to get real-time answers to questions they might have in mind. Chatbots can also ease the burden on smaller customer service teams.
- Invest in a user-friendly website design: If your website isn’t user-friendly, your visitors will bounce — and all your marketing will be for nothing. Your website should be easy to view no matter what device a user has.
- Employ tactics that boost trust: Don’t give your customers any reason to abandon their shopping cart. Offer a straightforward return policy, a money-back guarantee, and transparent pricing.
- Introduce a referral program: Incentivize your clients to refer their friends and family with product discounts, store credit, or free gifts. Referral programs have been a significant factor in the success of ecommerce behemoths like PayPal, Dropbox, and Airbnb.
Final Thoughts: What You Need To Know When Marketing Your Online Business
Ecommerce marketing should not only raise awareness of your brand and products, but build trust with consumers. You can use any of these types of digital marketing strategies, including content marketing, social media, search engines, and affiliate programs, to attract customers and grow your business.
But a successful ecommerce marketing strategy begins with a fabulous website. Still searching for a reliable platform to start, manage, and expand your online business? Check out our online StoreBuilder for easy, smart, store-building solutions today.