Ecommerce Digital Marketing Strategy: Guide for Success

Hannes Parman
May 6, 2023
5 min read


When it comes to growing your ecommerce business, having a solid digital marketing strategy is crucial. By implementing the right tactics and techniques, you can boost sales, build brand awareness, and drive more traffic to your online store. In this guide, we'll dive deep into ecommerce digital marketing strategy and explore various strategies that can help take your business to new heights. To help you devise the perfect plan, we'll also provide real-life examples of businesses that have successfully employed these strategies. So, without further ado, let's get started!

Ecommerce Digital Marketing Strategy: A Comprehensive Approach


Successful ecommerce businesses are built on a foundation of strong digital marketing strategies. By combining different approaches, such as content marketing, PPC advertising, video marketing, and social media marketing, you can create a comprehensive plan that drives results.

Content Marketing for Ecommerce Businesses


Content marketing is a key component of any successful ecommerce digital marketing strategy. This method involves creating valuable and informative content that educates, entertains, or otherwise engages your target audience. By consistently producing high-quality content, you can build trust, establish yourself as an authority in your niche, and ultimately drive more sales.

One company that has done an excellent job with content marketing is Moz, a leading SEO software provider. They frequently publish in-depth articles, tutorials, and case studies on their blog, covering various aspects of SEO and digital marketing. This has helped them establish a loyal following of readers who regularly visit their site for insights, advice, and industry news.

Blogging Tips for Ecommerce Businesses

  1. Identify your target audience: Before you start blogging, it's essential to determine who you're writing for. Think about the demographics, preferences, and pain points of your ideal customers, and tailor your content accordingly.
  2. Create quality content: Don't sacrifice quality for quantity. Ensure that your blog posts are well-researched, well-written, and provide value to your readers. This will help you build a reputation as a trusted authority in your industry.
  3. Use keywords strategically: Conduct keyword research to identify relevant search terms and phrases for your niche. Incorporate these keywords naturally into your blog posts to improve your search engine rankings and increase your chances of being found by potential customers.
  4. Promote your content: Share your blog posts on social media, include them in email newsletters, and build relationships with influencers in your industry to help amplify your reach.

PPC Advertising and Google Ads for Ecommerce

PPC advertising can be a powerful tool in your ecommerce digital marketing strategy, especially when paired with Google Ads. Through targeted ad campaigns, you can place your products directly in front of potential customers—driving traffic, leads, and sales.

One company that has reaped the benefits of PPC advertising is Warby Parker, a popular eyewear brand. They've used Google Ads to target specific search terms related to eyeglasses and have seen significant increases in website traffic and sales as a result.

Google Ads Tips for Ecommerce Businesses

  1. Start with keyword research: Similar to content marketing, it's essential to understand which keywords your target audience is using while searching for products like yours. Use tools like Google's Keyword Planner to identify high-volume, low-competition keywords that have the potential to drive quality traffic.
  2. Set a budget and bid strategy: Establish a realistic budget for your ad campaigns and determine the bidding strategy that works best for your goals—whether it's cost-per-click (CPC) or cost-per-acquisition (CPA).
  3. Write compelling ad copy: Your ads should effectively communicate the value of your products and compel users to click through to your website. Spend time crafting engaging ad copy that highlights the key benefits and features of your products.
  4. Monitor and optimize: Regularly review your ad campaigns to assess their performance. Adjust your keywords, ad copy, and bidding strategies as needed to maximize return on investment (ROI).

Video Marketing for Ecommerce Businesses


Video marketing
has become an essential component of a successful ecommerce digital marketing strategy. Videos are highly engaging and can help showcase your products in a way that static images cannot. Plus, they provide an opportunity to connect with your audience on a deeper level and establish an emotional connection with your brand.

BlenderBottle, a popular fitness and nutrition product company, has excelled at video marketing. They produce various types of videos—from product demonstrations to workout tutorials—that not only promote their products but also provide value and entertainment to their target audience.

Essential Video Marketing Tips for Ecommerce Businesses

  1. Know your goals: Before diving into video production, establish clear objectives. Are you trying to increase brand awareness? Educate potential customers about your products? Boost sales? Having clear goals will help you create videos that resonate with your audience and drive the desired outcomes.
  2. Produce high-quality videos: Invest in good-quality video equipment, or hire professionals to help you create polished, visually-appealing videos. Poor-quality videos can damage your brand image and make it difficult to attract and engage viewers.
  3. Incorporate storytelling: People connect with stories on an emotional level. Make your videos more compelling by incorporating a narrative that showcases the benefits of your products and the value they provide to customers.
  4. Optimize for search and sharing: Use YouTube SEO techniques to make your videos more discoverable in search engines. Additionally, make it easy for viewers to share your videos on social media by including share buttons and encouraging them to spread the word.

Social Media Marketing for Ecommerce


Social media marketing
is a powerful way to promote your ecommerce business, connect with potential customers, and increase brand awareness.

By strategically leveraging platforms like Facebook, Instagram, Twitter, and Pinterest, you can create a community around your brand and encourage more people to explore your products.

FashionNova, a popular online clothing retailer, is a prime example of a company that has dominated social media marketing. With a strong presence across various platforms, they've built a massive following by consistently sharing on-trend content and engaging with their audience.

Social Media Marketing Tips for Ecommerce Businesses

  1. Choose the right platforms: Identify the social media channels that are most popular among your target audience and focus on those. For instance, if you're selling visually appealing products like clothing or home decor, platforms like Instagram and Pinterest might be more suitable than Twitter.
  2. Develop a posting schedule: Maintain a consistent posting schedule to keep your followers engaged and boost your brand's visibility. Use social media management tools to help you plan and schedule your posts in advance.
  3. Engage with your audience: Respond to comments and messages promptly, and encourage user-generated content by asking your followers to share their experiences with your products. This not only helps build community and trust, but also provides you with valuable content that can be shared.
  4. Run targeted ads: Use social media advertising to reach a wider audience and drive more traffic to your online store. Platforms like Facebook and Instagram offer advanced targeting options that allow you to home in on your ideal customers based on demographics, interests, and behaviors.

Email Marketing for Ecommerce Businesses


Email marketing
remains one of the most effective ways to engage with your audience, inform them about promotions, and encourage repeat purchases. By building an email list and sending regular campaigns, you can nurture customer relationships and drive more sales.

One company that has excelled at email marketing is Nike. By sending personalized and timely messages that target individual customer preferences, they've managed to maintain high levels of engagement and encourage repeat purchases.

Email Marketing Tips for Ecommerce Businesses

  1. Build your list: Offer incentives like discounts or exclusive content to encourage visitors to sign up for your email list. Make sure your sign-up form is visible and easy to find on your website.
  2. Segment your audience: Segment your email list based on factors like customers' purchasing history, interests, and geographic location. This will enable you to send more targeted and relevant emails that resonate with each subscriber.
  3. Create compelling content: Craft engaging, well-written emails that provide value to your subscribers. This might include new product announcements, promotions, or helpful tips related to your niche.
  4. Test and optimize: Regularly review your email marketing performance to identify what's working and what's not. Test different variables like subject lines, send times, and content to optimize your campaigns for higher open rates, click-through rates, and conversions.

Measuring Your Ecommerce Digital Marketing Strategy Success


Monitoring the performance of your ecommerce digital marketing strategy is essential for ongoing growth and improvement. Here are six important metrics to track:

  1. Website traffic: Measure the total number of visits to your online store, including both new and returning users.
  2. Conversion rate: Monitor the percentage of visitors who complete a desired action, such as making a purchase or signing up for your email list.
  3. Average order value (AOV): Analyze the average amount of money each customer spends per transaction.
  4. Customer acquisition cost (CAC): Calculate how much it costs you to acquire each new customer, factoring in your marketing expenses.
  5. Customer lifetime value (CLV): Estimate the total revenue you expect from each customer over the lifetime of their relationship with your business.
  6. Return on ad spend (ROAS): Assess the effectiveness of your paid advertising campaigns by measuring the revenue generated for every dollar spent.

A Perfect Ecommerce Digital Marketing Strategy Example


Let's explore an example of a well-executed ecommerce digital marketing strategy for an online clothing brand:

  1. Target audience and brand identity: The brand identifies its target audience as young professionals aged 25-35 seeking unique, sustainable clothing options. The brand then develops consistent messaging and visuals that resonate with this audience.
  2. Social media marketing: The clothing brand has an active presence on Facebook, Instagram, and Pinterest, regularly sharing styled outfit inspiration, behind-the-scenes content, and collaborating with influencers to widen their reach.
  3. Content marketing: The brand's blog features articles on styling tips, sustainable fashion, and interviews with industry thought leaders, which helps establish the brand as an authoritative voice in the space.
  4. Email marketing: The brand sends personalized email campaigns to subscribers, offering exclusive discounts and previews of new collections, while also deploying abandoned cart recovery emails to boost conversions.
  5. SEO: The brand optimizes its website and blog content for relevant search terms to rank well in search engine results.
  6. PPC Advertising: The brand runs Google Ads promoting their bestselling items and targeting users searching for sustainable clothing options, as well as launching social media ad campaigns.
  7. Ad Retargeting: The brand implements dynamic retargeting ads, displaying previously viewed products and new arrivals to website visitors.
  8. Emerging trends: The brand optimizes its content for voice search and integrates AR technology to enable customers to virtually try on clothing items before making a purchase

FAQs on Ecommerce Digital Marketing Strategy

1. How can I improve my ecommerce website's search engine rankings?


Optimize your website using SEO best practices, such as using relevant keywords, creating quality content, improving user experience, and building a strong link profile.

2. What is the role of influencers in ecommerce digital marketing?


Influencers can help you reach a wider audience, increase brand awareness, and drive more sales. By partnering with influencers in your niche, you can tap into their loyal followers, who may be interested in your products.

3. How can I increase the effectiveness of my email marketing campaigns?


Experiment with different subject lines, send times, and content formats to gauge what resonates with your audience. Additionally, segment your email list to send targeted, personalized messages that cater to each subscriber's preferences.

4. What types of ads should I run for my ecommerce business?


Experiment with different ad types, such as search ads on Google, display ads on relevant websites, and sponsored posts on social media platforms. Analyze your performance data to identify the ad types that deliver the best results.

5. How often should I update my ecommerce website's content?


Regularly updating your website with new products, blog posts, and other content is essential for keeping your customers engaged and improving your search engine rankings. Aim to update your site at least once a month, or more frequently if feasible.

6. How can I track the success of my video marketing efforts?


Use video analytics tools to monitor metrics like view counts, likes, comments, and shares. Additionally, track the traffic and conversions generated directly from your videos to assess their impact on your overall ecommerce digital marketing strategy.

Conclusion


Developing and implementing a robust ecommerce digital marketing strategy requires a combination of tactics, including content marketing, PPC advertising, video marketing, social media marketing, and email marketing. By following the tips and guidelines discussed in this guide, you can create a comprehensive strategy that drives traffic, increases conversions, and ultimately grows your ecommerce business. Remember, regular monitoring of metrics and constant optimization is key to ensuring ongoing success in the ever-evolving digital landscape. Good luck!

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Hannes Parman
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