Ten steps for successful eCommerce marketing

Posted by Deb Croucher | March 5, 2021

Ten steps for successful eCommerce marketing

Key learnings:

  • Why your eCommerce marketing strategy must be built on a solid website
  • The most effective eCommerce marketing strategies to get your eCommerce website in front of your target market
  • How to measure the success of your strategy… and continually refine it for growth

When it comes to running a profitable business online, the stakes have never been higher. The digital marketplace is more crowded than ever before… and the competition gets savvier every day.

But as high as the stakes are, the opportunities are even greater. Online retail sales are trending upwards… and with an effective eCommerce marketing strategy you can tap into this ever increasing digital market.

An effective website is a must

Let’s face it. It takes a lot of time, money and hard work to get customers to visit your eCommerce website. And if those website visitors aren’t converting, it can feel like a whole lot of wasted effort.

Before you spend another dollar on your eCommerce marketing, you need to take an honest look at your website. Your website is your digital home. It needs to be built on a solid foundation or the walls will come crumbling down.

Ask yourself:

  • Does my website have a good brand experience? Is it clear what service or product my business offers? Are my message and branding consistent on every page?
  • Does my website have a good user experience? Is it clear, easy and quick for my customers to find and buy what they are looking for?

If you don’t have a clear answer to these questions, any other marketing strategies you try will fail. Difficult navigation, a clunky checkout process or unclear messaging are all huge red flags for potential customers.

Take the time to fix or rebuild your website and you will be starting from a much stronger base… with a greater chance of getting the results you are looking for.

Get noticed with SEO

There are no two ways about it – if your website doesn’t appear on the first page of Google search results, your customers simply won’t find you.

In fact, more than 90% of people don’t click past the first results page.

The traffic you get from Google organic search is free. And the potential is enormous. Search engine optimisation (SEO) is a solid strategy to get noticed by possible customers. Once you have done the groundwork, Google will send you consistent traffic month after month.

Start with a comprehensive review of your website to identify opportunities. An SEO expert can also help with this process and give you a plan to move forward with.

Reach new markets with Google Ads

It’s easy to burn through cash using Google Ads. Especially if you don’t have a clear strategy or you’re relying on them solely to deliver long-term results.

Google Ads can be a worthwhile investment… if you have a defined strategy and you use them as part of an overarching digital marketing plan.

Think of Google Ads as your tool for boosting short campaigns or promoting events.

To get the most out of your Google Ad spend, keep your audience targeting tight – using location, demographics and behaviours – and ensure your website is in tip top shape to optimise your conversions.

Increase your brand’s reach with Facebook and LinkedIn Ads

If you’re looking for a quick way to increase your brand’s digital reach, Facebook and LinkedIn advertising is a good place to start.

Like with Google Ads, keep your audience targeting tight to control who sees the ad or you will be throwing money down the drain.

The secret to success with this type of advertising is storytelling. Focus your ad on telling a story, sparking the imagination or evoking emotion. This will take you a long way in building trust… and ultimately getting click throughs to your website.

Use video content to engage your customers

Year on year, video content outperforms all other media. Video presents an extraordinarily powerful opportunity to build trust with your audience. It is the secret weapon in your eCommerce marketing arsenal.

YouTube is actually owned by Google. So hosting your video content on YouTube provides the added benefit of improving your SEO. Google is increasingly showing YouTube videos in the search results, giving you more opportunities to get in front of the right audience.

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Focus on quality not quantity for social media content

Social media is a hungry beast. You can very easily get sucked into a never-ending cycle of creating and posting content just to appear at the top of the news feed.

But this will never deliver you a return on your investment.

Social media requires a solid plan to maximise your efforts. Look to post a few times a week. Share quality content with a strong call to action that drives people straight back to your website. Make social media work for you as part of your eCommerce marketing plan, rather than the other way around.

Harness the power of retargeting

The more times you can get your brand in front your potential customers, the more likely they are to buy from you. Every touchpoint takes you a step closer to the sale.

Retargeting is a simple way to do this. And it’s quite simple to set up. You add a small piece of code to your website which places a cookie on your website visitors’ browsers when they land on your site. Google can then show your retargeting ads to these people.

Retargeting puts your brand back in front of people who have already visited your website. They are aware of your brand so this strategy is about building trust and encouraging them back to your site.

Tap into your customer database

It costs a fraction of the price to get a past customer to repurchase than to find a new customer. If you aren’t tapping into your current customer database you could be missing out on repeat customers who are familiar with your brand and products.

Email marketing is an extremely effective way to stay connected with your customers, share new products and personalised offers relevant to their purchase history. You can share snippets of your website content, feature popular products and showcase your team.

Do it right and you will quickly build a very loyal customer base.

Uncover what is - and isn’t - working with Google Analytics

It’s never been more true: what you can’t measure you can’t improve.

Setting up Google Analytics to see what is working on your website is a no-brainer. It’s easy and will deliver you valuable insights into your customer behaviour on your website.

The beauty of digital is that the data is all there… and it’s free. Organic traffic, paid and referral traffic, conversions and cart tracking. You have access to real-time information about how customers are responding to your eCommerce marketing campaigns and advertising. And if the numbers aren’t good – you can make the necessary changes to turn that around.

Refine, refine… and refine

Too often, businesses overlook this step. But if you are serious about creating a profitable online business, continuous improvement is a non-negotiable.

Your eCommerce marketing plan should be dynamic. It should evolve as your business evolves. And it should be flexible and responsive to changes in the landscape.

Remain curious about your customers, what they are doing on your website and why. Keep your mind open to opportunities and you will see the results and growth you need.

Take your eCommerce marketing to the next level

At Brilliant Digital we can help you stand out from the crowd using simple and proven eCommerce marketing strategies. We live and breathe websites, speak the language of SEO and create killer content that has the power to connect with your customers.

Contact us to start a conversation.

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