Pillars of the Marketing Strategy for an Ecommerce

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Pillars of the Marketing Strategy for an Ecommerce

EcomStrat Pillars: Boost Your Marketing Game

From focusing on organic traffic and SEO to using Facebook Ads or Google Ads to generate qualified traffic, you can mix and match paid and organic strategies to realize their full potential.

As marketing tactics and consumer habits evolve and the market changes, so should your strategy. This way, you will obtain a greater return on your advertising investment and the costs associated with organic strategies.

To grow an eCommerce effectively, you need to cover three fundamental pillars:

  • An eCommerce marketing plan
  • Appropriate marketing channels, tactics, and tools
  • Create a marketing team: internal or agency?

These are the three points that we are going to break down below so that you can scale your business effectively and achieve your objectives.

Keys to your eCommerce Marketing Plan

In this post, we do not intend to tell you how to make the Marketing Plan for your online store (you will already know a lot about that), but we do want to remind you of some keys that it should include:

Make sure you set specific goals and metrics

Consider goals like website visits, click-through rates, conversion rates, and customer acquisition costs.

It can also help you compare these objectives with other businesses in your sector through your industry benchmarks.

Break your strategy into smaller tactics

Focus first on a couple of key strategies that you think will have the highest ROI and are the most accessible for your business, and create action items for each of them.

For example, if you focus on an investment optimization strategy in Google Shopping, some actions you can do will be:

  • Consider migrating part of the investment to a CSS partner
  • Review your current campaign structure
  • Review and optimize your Merchant Center feeds
  • Review and optimize your ads and campaigns

Don’t get lost searching for a great eCommerce Marketing strategy.” Focus on what is working for you and what isn’t, and make changes based on that.

For example, a good way to know if you are getting the most out of your advertising actions on Google Ads and Facebook Ads is through our audit for advertisers. Request it without obligation and optimize your budget for PPC.

 Loyalty must exist from the first moment

Marketing doesn’t end after a sale is made. Once someone becomes your customer, you must continue to nurture and delight them.

This will make it easier for your clients to want to share their positive experiences with other users who may also be potential clients through studies, reviews, testimonials, etc.

What marketing channels and platforms should you use?

The number of ways you can market your business is extensive, and that means endless opportunities!

In this post, we will highlight the channels and tools that have demonstrated a track record of results, along with some newer strategies to consider:

PPC strategies

PPC is one of the main pillars of an eCommerce strategy.

Among the different options, Google is the main source of all PPC campaigns. In the case of eCommerce, yes or yes, you have to be on Google Shopping.

In order not to dwell too much on this point, we recommend that you download our complete Guide to Google Shopping for advertisers, where you will find all the advantages of this platform and expert advice for developing your Shopping campaigns.

Other platforms to consider:

  • Google Shopping CSS Partners
  • Microsoft Advertising
  • Advertising on Amazon

Social Ads:

All popular social networks have useful tools for brands and sellers to post targeted ads to potential customers.

Regarding advertising on social networks, Facebook is still the king. If you want to do Facebook Ads effectively, we recommend that you follow a Full Funnel strategy to treat users in the different phases of the funnel.

However, we recommend that you do not stick with just one social network and that you diversify your Paid Social strategies to see which platform works best for each business objective.

SEO positioning and content:

SEO should be noticed. In fact, according to Martech statistics, 70-80 % of Google users only focus on organic search results.

In addition to the organic positioning of your eCommerce and your product pages, having a blog to show your knowledge of the sector or establishing a publication strategy in the different channels are some of the efforts necessary so that your potential buyers continue to trust your brand.

Publishing valuable content is one of the most valuable digital marketing strategies for eCommerce because it increases the chances that your content is shared and seen by more people.

Social Media Marketing:

Social media is (and will continue to be) a rapidly evolving avenue that continually changes the way people interact with brands online.

As marketers, we must always be aware of best practices and implement strategic campaigns on different platforms.

Marketing on social networks serves not only to attract potential customers but also to create advocates for our brand, answer users’ questions, interact with them to find out their tastes, and, above all, to involve them.

On the other hand, large networks continue creating tools so that sellers can optimally approach their audience and meet their business objectives.

Proof of this is the latest development from Facebook: Facebook Shops, a new way to help smaller retailers sell their products through the Facebook and Instagram applications without having to invest in creating an online store.

Email Marketing:

Indeed, email marketing is less effective than it once was. But he’s not dead, either.

Taking a more strategic and thoughtful approach to email will result in very positive results.

Therefore, make sure your emails are contextual and engaging. As? Through personalization.

What email marketing campaigns are effective for eCommerce?

  • Newsletters
  • Cart abandonment
  • Up-Sells and Cross-Sells
  • Offers and promotions
  • Loyalty and reactivation campaigns

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