When it comes to eCommerce marketing, there’s so many options that it may be hard to know where to start. But, there are a few marketing channels that you should be paying attention to because they’ve proven their effectiveness in driving revenue online. To give you an idea of what we’re talking about, here’s some important statistics to keep in mind:
- Around 17% of digital marketing spending is used on email, which contributed 24% of revenue. (Forrester Research, 2015)
- Average revenue per abandoned cart email is $5.64, opposed to $0.18 per welcome email and $0.02 per promotional email. (Sleeknote, 2018)
- Instagram’s mobile ad revenue for 2018 hit $9 billion. (eMarketer, 2019)
- Facebook Ad’s average return on investment in eCommerce is 152%. (Adweek)
This is only the tip of the iceberg when it comes to the top eCommerce marketing channels for boosting conversions and skyrocketing profits. For every marketing channel, there’s a right way to utilize it to get your money’s worth. Keep reading to find out what the best marketing channels are that you need to look into for your online business.
Best Marketing Channels for eCommerce
SEO & Content Marketing
SEO, or search engine optimization, is one of the most popular and effective channels for eCommerce marketing. In order to optimize your online store for search engines, you utilize things like keywords and meta tags to get your site’s pages ranked high on search results.
Content marketing refers to creating content in the form of blogs, articles, videos, product listings, images, and more with the purpose of creating content for your audience and marketing your site’s pages. This goes hand-in-hand with SEO because content on your site is a great opportunity to utilize wider variety of keywords and get those pages ranked high on search engines.
How to do it right:
Optimize your keywords
Make sure that your content is utilizing long-tail, LSI (latent semantic indexing), and question-based keywords that are relevant to your content. Do keyword research into what specific keywords you should be using on your site.
Optimize your meta tags and descriptions
These refer to the bits of information that search engines look at to understand what your page is about. By using title tags and descriptions with keywords that are emotional, powerful, and include figures and facts, you’ll be able to boost your search engine ranking and drive revenue through conversions.
Optimize your content
Make sure the content on your site is easy to read, concise, engaging, and error-free. When using keywords in your content, be sure to use them organically and sensibly; keyword stuffing can be penalized.
Utilize responsive design
Your website should be compatible across all platforms, including mobile. Be sure that your site maintains a quality user experience and a fast page speed so that search engines will continue to index your site. A good website theme can help with something like this because they tend to come responsive-ready.
Outsource when necessary
One thing to keep in mind is that if you don’t have all the resources to this yourself. It’s okay to outsource some of these efforts to a agency. Try to hire someone that is specifically an e-commerce SEO agency. This may cost slightly more upfront but will save you a lot of money in trial and error.
PPC & Paid Social
PPC, or pay-per-click, is an online marketing model that’s used to drive traffic to websites through ads placed on websites and search engine result pages. It gets its namesake from the model being that you only pay every time someone clicks on your ad. One of the most popular tools for PPC is Google AdWords, which is Google’s proprietary advertising platform.
Paid social is a form of PPC, similar in that you only pay for the ad every time it’s clicked. However, this marketing channel is integrated into social media platforms themselves, where your ads will show up on user’s feeds depending on how you’ve set them up to be targeted. Most popular social media platforms offer their own paid advertising models, including Facebook, Instagram, and Twitter.
How to do it right:
Use dynamic keywords
This feature of AdWords lets you customize your ad to include any relevant keyword that’s been used in a search query, taking a lot of the hassle out of figuring out which keywords to use in your ad.
This refers to marketing specifically to users who have already visited your site, working to capture those who bounced off without converting and encouraging repeat customers.
Use location targeting
If your product or industry is typically limited to a certain geographical location, or you only want to sell to a specific area, then you can select exactly where your ad campaign will be focused in. This can save you money on marketing to customers you can’t sell to.
Blend your ads in with organic content
This is especially important for paid social ads, because users will be turned off if your ad is extremely blatant and annoying on their social media feed. By making your ads look just like your organic posts, users will be more inclined to engage with them.
Organic Social Media
Advertising on social media is considered “organic” when you’re not paying for your ads to be placed strategically onto users’ feeds. Instead, you’re using the social network’s free tools to build and interact with a community on the platform by sharing posts, responding to comments, and growing an audience because your content is appealing and engaging.
How to do it right:
Let your customers know you’re listening
Show that you’re not just a faceless business, and that you actually care about the customers who buy your products. You can do this by sharing posts from your customers giving a testimonial about or using your product, or being helpful and quick when responding to questions and feedback.
This is a great way to get exposure on specific social media platforms, like Twitter and Instagram. Users often browse hashtags that they’re interested in or that are trending, so get in on what your target audience is looking at by making posts with relevant hashtags.
Initiate conversations with your community
Make your customers feel like they’re more than just customers and that they’re part of a larger community. Ask them questions, promote engagement, and share helpful information with them. This will turn them into loyal customers who will be coming back to your business again and again.
Create valuable and shareable content
Your social media accounts need to be more than just one giant advertisement of your products. Social media is about being social (it’s in the name), so create content that users will want to engage with and share with their friends and followers.
Anytime you’re sending an email out to your customers, that’s email marketing. Don’t let anyone make you think otherwise; email marketing is still a huge source of conversions and an extremely effective marketing channel for eCommerce. You can use email marketing in a variety of ways, including abandoned cart emails, new subscriber emails, order receipts, newsletters, and more.
How to do it right:
Build quality email lists
To do this, your email list should be large, filled with organically-added legitimate emails, and include email addresses that are active. You don’t want to waste time or funds sending emails to dead or spam accounts.
Create valuable and relevant content
Your email needs to have content inside of it that makes the receiver want to click. This can include newsletters, content from your blog, news about the industry, etc. Use this opportunity to plug in CTA’s (calls to action) that are related to the content to boost conversions and drive revenue.
Include exclusive offers and discount coupons for subscribers
A great way to boost conversions with email marketing is to offer an incentive to your customers. If a potential customer abandoned their cart, email them with a discount code to complete it.
Plan automated emails for your campaigns
Email marketing automation is a great tool to utilize that can help you skyrocket your conversion rate. Automated emails can be triggered by a variety of events and conditions, including abandoned carts, first-time purchases, and more.
Make sure your newsletter is mobile-optimized
A staggering 75% of Gmail users access their accounts on mobile devices, so if your emails aren’t mobile-optimized, you’re missing out on a huge chunk of potential conversions.
Partnerships & Affiliate Marketing
Affiliate marketing is a great cost-effective marketing channel that you should be utilizing for your eCommerce business. This form of advertising works like having your own group of promoters whose job is to get the word out about your products, and you only have to pay when you get results. Affiliates and partnerships utilize their own following on blogs, social media accounts, video streaming channels, and more to talk about your company and its products to an audience that trusts them and their opinions.
How to do it right:
Find partners who relate to your product
Keep your search for affiliate partners confined within the general industry that your products are in. When you’re reaching out to affiliates, you’ll get more success with pet bloggers than vape bloggers if you’re selling dog toys.
Keep your community actively engaged
If you keep a good relationship with your partners, then they’ll be a lot more willing to stay onboard and involve you in great content. Strengthen the bond you have and foster an overall feeling of being part of a team that’s achieving the same goal.
Know your audience
In order to find the best partners to market your products, you need to understand who you’re marketing to and what influencers they’ll be most likely to listen to. Make sure that your audience lines up with the audience that the affiliates you recruit are involved with.
Make things easy for your affiliates
Make sure that your affiliates have everything that they need to market your products on their platform. Create good-quality marketing assets that they can use to make the best reach towards their audience.
What works best for your business?
When you’re thinking about what marketing channels you’d like to use for your eCommerce business, you should consider what would work best for you. To determine this, think about what your industry is, what your audience is, and where they are online. If your industry’s audience isn’t generally very active on social media, then putting a lot of your marketing budget into paid social ads and social media campaigns wouldn’t garner results for you. Conversely, if you know that your business’s products have a great chance at being competitive for a certain keyword and ranking high with it, then putting effort into your SEO strategy is a good bet to make.
Are you on a limited budget?
Not everyone has a business where their marketing budget can handle utilizing all of these channels. If your budget doesn’t allow you to market across most of these channels at once, the best idea would be to choose one channel and dominate on that. Decide where your business’s audience is for the most part, and put the largest percentage of your online marketing budget towards that channel. There are several companies, like the camera backpack business Brevite, that have garnered success by going all in and marketing almost exclusively on social media platforms. If you know where your audience is and where your business will thrive the best, pick that channel and run with it.
If you’re looking to boost your business’s revenue through online marketing, there are a plethora of effective channels that you can use to do so. As long as you take advantage of everything each channel has to offer and approach them effectively, you’ll reap the benefits in no time. Just keep in mind what works for your business and what your marketing budget is, so that your marketing strategy is tailored for your company’s needs and you don’t waste any money on ineffective campaigns.