More than a century ago, business owners employed the use of traditional tactics such as mouth to mouth ads, billboards, handbills, Tv and radio ads, etc, to market their products/services. While these methods were effective enough back then, the stress and cost can be quite depressing especially for new business.
Traditional adverts are not as productive as it used to be. The reason is that the world is now a digital world where people no longer look up to see and read billboards, they do not watch tv like they used to but turn to YouTube instead, radio has been exchanged for podcasts.
This has made traditional ads ineffective making digital marketing become the new rage in recent years.
Despite the popularity and productive results produced by digital marketing, there are a lot of brands that are still confused about going online with their business. Perhaps, they think the internet is only for youths who want to socialize.
Well, that’s their loss. It doesn’t however, mean there aren’t many brands utilizing digital marketing fully. In fact, there are a lot of businesses that are successful thanks to the effective use of digital marketing.
Nonetheless, there are still some business owners who are yet to take full charge of their media presence. You get to see the way some businesses market their products/services online and you wonder why such is still happening even with the use of digital marketing.
Let’s discuss briefly some key terms.
What is e-commerce?
E-Commerce is the business/commercial transactions conducted on the internet or electronically(mobile). The buying and selling of goods and services on the internet are termed e-commerce.
E-Commerce Marketing refers to the activities and strategies put in place to create awareness for a business on the internet as well as also spur people into taking actions (buying, communicating). E-commerce marketing involves the use of principles of digital marketing into converting visitors of an e-commerce website into real customers.
Digital Marketing involves the marketing of products/services with the use of digital technologies such as the Internet, emails, display advertising, mobile phones, and others.
What is a marketing strategy?
Marketing Strategy: is the research carried out on a brand’s customers, the market size, competitors and the potential for growth. The strategy is to help create an effective marketing plan as well as determine the aspects of the business that mostly influence customers. It’s also the planned actions geared towards achieving the goals of a brand through digital marketing channels.
Importance Of Digital Marketing To E-commerce Stores
E-commerce as a business depends totally on the internet and digital marketing is the only medium through which e-commerce can grow.
With the internet and smartphones, selling and buying have become not only easier but fun to do. For almost every one of our needs, gifts for special occasions, we find it easier to just start shopping for the needed items regardless of wherever we might be, sitting, standing or even walking.
People can easily read up reviews on websites and social media platforms where the products are listed to make a purchase decision.
The most basic function of digital marketing is to integrate all digital marketing channels and utilize them appropriately for the growth of e-commerce.
Compared to traditional marketing, digital marketing works way faster and is very effective. Read below the reasons digital marketing is important to your e-commerce store.
Digital marketing lets you know who your target audience is, know what they want, their expectations, how best to satisfy them and, the medium they can contact you on. When you gather all these data, you’ll be able to plan your next steps and produce results that will keep them coming back. You’ll be able to establish a strong relationship with your customers and provide better services to them.
When done right, digital marketing establishes a strong but positive reputation for your brand which eventually attracts more customers to your store. By being true to your word, delivering exactly what you offer, on time, the word will spread ours quickly from your customers to potential customers.
Increase In Income
The right digital marketing increases sales, hence, the income boost without spending much in the first place. It’s a spend less-get more kind of bargain. You’ll even get more opportunities to expand your audience/clients’ base.
Reach Customers on Mobile
Digital marketing makes it easier for you to reach your customers on their mobile phones. In other words, you won’t lose out on sales just because some of your customers are not social media savvy. Purchase can be made through phone calls.
However, most people make use of smartphones. It has been proven that ads directed at smartphones users are basically one of the reasons e-commerce stores greatly.
8 Digital Marketing Strategies To Grow Your e-Commerce Business
1. Social Media Marketing
As an e-commerce brand, the best and fastest way to connect with your audience or potential customers is through social media networks by creating and posting relevant content daily. You’ll have to determine which media platforms best for your business.
As an e-commerce business, you can leverage on social media channels that allow you to share images and videos of your product that will end up driving direct sales.
Since you’re involved in selling products, displaying attractive images of those products is crucial. You’ll be able to engage better with your followers, create a community and share reviews to attract other potential customers.
2. Search Engine Marketing
SEM integrates paid advertising and Search Engine Optimization(SEO) to establish awareness and make it easier for people to find you.
It involves payment for Pay-per-click campaigns, specific advert campaigns, product or display campaigns. SEO, on the other hand, is basically your knowledge and expertise on optimizing content using Google ranking algorithm.
Most e-commerce marketers prefer to use Google AdWords to promote their pages on social media platforms with PPC campaigns.
3. Content Marketing
Selling your products on social media platforms and websites requires the marketing of relevant and interesting content.
It includes drafting out blog posts, creating interesting and informative videos, posting images, infographics and others to draw as well as keep the attention of your audience.
Content marketing isn’t about marketing your products per- say, at least not directly. It’s used to create awareness for your brand, inform and educate prospective customers about your brand and the products under it.
As one of the biggest factors for ranking on Google, content marketing is important to any business. Your content has to be strategic, that is, you have to make a thorough research on content ideas, keywords to include in the contents.
4. Email Marketing
Contrary to popular belief, email marketing is still very much alive and can be made productive if used well. It helps you in sending out invoices through emails, gives you an avenue to pass across valuable information even when clients are offline, gives you an opportunity to reclaim abandoned carts with a reminder through email.
5. Affiliate Marketing
Affiliates refer to the people or businesses that can assist in marketing your products online. This help is not, however, free. You’ll have to pay a specific amount. Many brands make use of Affiliate marketing and it works. Affiliates help to market products through paid advertising and some old-fashioned but effective tactics.
6. Mobile Marketing
Compared to the general web browser, people prefer to use apps either to socialize, buy products or hire a service. It’s your best interest to include a mobile marketing strategy, one that involves creating an app for your e-store, so you can market your products at the right time with the right message.
7. Behavioral Marketing
Is the process of retargeting the visitors to a particular website that has content or products they might be interested in. Behavioral marketing helps you to convert shoppers into real customers.
8. Local Marketing
Involves the process of tracking where most of your potential customers are. If you have a large or substantial population of your target audience in a particular area, and you happen to have a warehouse also located there, you can offer free shipping or discounts to prospective customers located there.
You won’t only get an increase in sales, but also an opportunity to expand wider.