What is eCommerce Marketing?
Generally, eCommerce marketing is any initiative that aims to promote an online store or specific products. ECommerce marketing strategies aim to acquire new customers and return existing customers. ECommerce marketing is a collective effort, incorporating keyword targeting, similar to SEO, content marketing, email marketing, social media marketing, and PPC.
Need for Shopping Campaigns
With elbow room in the eCommerce space increasingly challenging to find, utilizing effective shopping campaigns will determine product visibility. Following a period targeting brand recognition within your target demographic, ensuring visibility is crucial. Understanding when to accelerate into a revenue-centric mindset as a company requires observation and foresight.
What are the Signals a Company is Ready for eCommerce Marketing?
Establishing the brand and differentiating from the competition is critical to future profitability early in a company’s lifespan. Display advertisement, search engine optimization, and paid media campaigns are all tools to aid in projecting a brand. Once recognition has reached a large enough share of the target audience, a company can comfortably switch from targeting awareness to revenue.
What are the Objectives of eCommerce Marketing?
When incorporating eCommerce marketing into a company’s marketing mix, there are many objectives.
- Place brand and products directly in front of the target audience
- Drive traffic to the online store
- Increase valuable first-party data collection
- Allows for more targeted email marketing
- Provides additional support forming buyers’ persona
- Aids in tailoring content marketing efforts
- Strengthen customer-brand relationship
Existing in a void is not a viable option in the digital marketing age. An eCommerce business needs to display agility in keeping up with competitors, providing users with a superior purchasing experience and current marketing trends.
How to Form a Successful Shopping Campaign
When formulating a successful eCommerce marketing strategy, it’s imperative to look at three key areas to ensure full-funnel coverage and maximize conversions: developing a solid user experience utilizing SEO, prioritizing the right products, and creating efficiencies with automation.
User Experience
Here is an opportunity to audit a customer’s process from landing page to conversion. There are some considerations for user experience—addressing page speed by completing core SEO updates and improving Core Web Vitals, simplifying the customer journey from landing page to conversion, and optimizing data collection to provide failed conversions an additional opportunity to complete the buyer’s journey.
Many customers strategically leave items in their shopping cart in hopes of garnering a discount. Companies can take advantage of this by accounting for cart abandonment, setting up remarketing efforts, and enticing customers to convert with discounts.
Product Prioritization
Reviewing analytics provides several strategic insights into your target audience’s consumer behavior. Identifying the product that garners the most referral traffic, the product that offers the highest profit margin, and the product that advances the brand’s image are essential to prioritizing. Once established, it is beneficial to designate campaigns for a set of the top-performing products, customizing the campaign based on their strengths. By breaking out these sub-sets, it allows for greater flexibility to address seasonality, target top product groups and different keywords.
ECommerce Marketing Automation
While eCommerce marketing hasn’t seen much change in popularity and function over recent years, the inner workings have evolved exponentially. With the proliferation of advanced technology, eCommerce marketing automation is now a primary asset for marketers to approach shopping campaigns. Thanks to advancements from shopping platforms, it is easier than ever before to create automated bidding, gather insights from machine learning, and create a more agile strategy with artificial intelligence.
Optimizing Shopping Campaigns
Keep in mind, automation is not a set and forget mode. So, when is the best time to optimize your shopping campaign? We recommend conducting audits and optimizations on a regular basis. Keyword trends shift, products experience seasonal swings, and company goals evolve over time. Shopping campaigns should closely mirror the existing state of the business, which can only occur if maintenance is performed on a consistent basis.
Next Steps to Get Started with eCommerce Marketing
When optimizing for more traffic and conversions through your online store, it is crucial to partner with the right digital agency. If you’re interested in partnering with a proactive digital agency that values trust, confidence, and creativity, you can reach out to us at Sales@LeverInteractive.com. We’re looking forward to helping you with your digital marketing needs, in 2022 and beyond.
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