You’ve recently launched your first e-commerce store. Congratulations on that note! You’re now officially a part of a massive industry that’s projected to reach $3.9 trillion this year and $4.5 trillion by 2021. Now that is what you call a steady growth.
Be it startups, small businesses or huge brands, there are a huge number of companies that can benefit from their own eCommerce website, where they can sell their own products or services. In today’s competitive and conveniently focused society, no longer do consumers want to venture into the high street in order to buy items, instead, consumers want to shop from their own homes, making eCommerce a flexible solution for both businesses and buyers.
There’s plenty of opportunities out there but in order to achieve the great, you need to align the targeted customer base to your e-commerce store and maximize your brand visibility. You need to pull attention to your products. And there are many ways to do that.
The only challenge is that choosing the right eCommerce marketing channels is often easier said than done, especially when you’ve just begun. In fact, it can be downright overwhelming. So how do you know where to focus?
That’s what I’ll be addressing in this post.
Outlining the essentials to get your digital marketing started off on the right foot, ensuring a steady stream of quality traffic to your e-commerce store.
Benefits of eCommerce Marketing
eCommerce seems to be everywhere these days. You can’t go online without seeing article after article proclaiming that eCommerce is destroying brick and mortar stores. It can be difficult to decipher accurate information from manipulated data being spewed by alarmists on the internet.
Marketing has become a desperate lifeline for eCommerce businesses as it offers the best of both worlds – REACH and ROI. Get out of the idea of age-old brick and mortar methods of traditional advertising and power up your eCommerce business with Digital Marketing. Disrupt the eCommerce industry with perpetual growth by fuelling your online store with abundant sales and great income.
Best eCommerce marketing channels for new store owners:
1. Video Marketing
I’m a true believer in the power of visuals. After all, “90 percent of the information processed by the brain is visual,” and the human brain processes images 60,000 times faster than text.”
One of the best ways to capture the attention of your audience is to impress them with great visuals and show them what your product looks like in reality, how it works, what its features are, and so on. And there’s arguably no better way to do that digitally than through video. By implementing this channel, you’re capitalizing on a medium that is already famous. Social video marketing is one of the components of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video
By 2020, online videos will make up more than 80 percent of all consumer internet traffic (85 percent in the US).” Not only that, “78 percent of people watch online videos every week, and 55 percent view online videos every day.”
So this is one of the best ways to quickly make a splash when you’re just entering into the e-commerce world. What I love about video marketing is the plethora of different ways you can experiment with to educate your consumers and customers, and reach your audience with a new medium.
Video marketing is a simple yet highly effective way to showcase e-commerce products and has a huge impact on your overall conversion rate.
Given that YouTube has around two billion users, you can use it as a platform to virtually connect with any demographic. And don’t think you need necessarily need to have a huge budget and fancy video equipment. It’s actually cheaper and convenient than you think.
2. Content Marketing
Technically speaking, video marketing is content marketing, but it’s a very specific part of this platform.
Some examples include:
- Blog posts
- Guest posts
- How-to articles
Even GIFs and memes can potentially be forms of content that help generate traffic. And the majority of e-commerce store owners can vouch for content marketing as being effective.
In fact, “72 percent of marketers said that having a strong content strategy was the key to their success.” There’s a lot to love about this channel, but in particular, I like that it allows you to reach your audience in a way that’s natural, self-effacing and that it’s cheap.
In most cases, a well-planned content marketing campaign is more of a time investment rather than a financial one. So if things are a little tight when you’re starting out, this is definitely a channel that should be on your first order radar. Understand the nuts and bolts of how it works.
The key to having success with content marketing is to keep your content extremely relevant to your audience and ensure they always take away something useful. As long as you do that consistently, you should be able to gain traction and get customers interested in your content, which ultimately gets them interested in your products.
3. Influencer Marketing
There are two main things to aim for when running an e-commerce marketing campaign—results and a solid ROI. When done correctly, influencer marketing delivers these two just right. If you are not so familiar with the concept, it’s defined as “a form of marketing that focuses on targeting key industry leaders to drive brand message and awareness to a specific market of consumers.”
For instance, you might know of a YouTuber with a sizable following, who has featured one of your products in a video. Or you might have someone who is popular on Instagram, show it off in one of their posts. And it’s been proven to get results; since it draws a considerable amount of attention, especially with the gen-Z.
According to recent data, more than 9 out of every ten marketers who use influencer marketing (93 percent) report that it helped them gain visibility to a great extent.
If we talk about average ROI, every dollar you spend on influencer marketing equals $6.50 in sales— that’s roughly 11X, the ROI of other traditional forms of digital marketing.
It’s hard to not get lured by those numbers, and I think it’s one of the best e-commerce marketing channels for bringing instant exposure to your brand.
Now at this point, you probably must be thinking influencer marketing looks good enough, but you’re also probably wondering if it’s going to burn a hole in your pocket. Well, if you go after big-name celebrities like Kylie Jenner or Virat Kohli, with millions of followers, then it is likely to! That could potentially cost you hundreds of thousands of dollars. But if you go after “micro-influencers”, the ones who also have their blogs running, you should still be able to get visible results, even if you’re on a budget.
In fact, 96 percent of influencers said they charge less than $1,000 for a blog post, and 90 percent said they charge $250 or less for promotion on Facebook or a sponsored tweet on Twitter.
Or if you want to skip paying money altogether, you can always “gift influencers” by sending them free products to try, which is also called “barter basis”; This way you will have them giving you a mention in their IG stories or posts on other social media channels.
If you run a clothing brand, for example, you could send an influencer some of your apparel to try, which is a great way to build a relationship and get your name out there.
This one’s my personal favorite because you also get to exchange ideas and learn new things from the other person, who has been in the industry for some time now.
4. Pay-Per-Click Advertising
Pay-per-click advertising (PPC ads) is a straightforward marketing channel where you pay a publisher like a search engine or website each time a visitor clicks on one of your ads. While PPC doesn’t have the same ROI as other marketing channels, it’s still respectable with an average rate of 200 percent.
It’s also worth noting that “traffic that is extracted through PPC advertising campaigns yields 50 percent more conversions than organic advertising.” So you can definitely recoup your money in a hurry and potentially crack some good sales with the help of this channel. Another big plus is how quickly you can bring in traffic by using this particular channel; given that you get your campaign set up correctly. This makes PPC a favored preference and a good option if you need to get the ball rolling right away.
And don’t think you’re limited to just Google AdWords and Facebook Ads. While these are often the first networks that come to mind when we talk about ads, still there are plenty of alternatives—many of which have a much lower average cost-per-click.
For instance, there’s Instagram Ads, which allows you to create a variety of eye-popping ads like images, videos, and carousels.
There’s Amazon Advertising, which can be a potent network to tap into, given that 66 percent of all product searches begin on Amazon. There’s also Bing Ads, which can “reach 63 million searchers that aren’t reached with Google AdWords.”
Breaking into e-commerce can be incredibly exciting and scary at the same time, and the industry is starting to hit its stride. But navigating the marketing aspect can seem daunting with so many different options available.
At the end of the day, you need a streamlined approach that allows you to get in front of your target audience and effectively promote your products without wasting time and money.
The e-commerce marketing channels I listed here should help you do that with minimal friction so you can keep the traffic flowing while improving conversions. That way, you can stand out from competitors and set the stage for long-term success.
Which of these e-commerce marketing channels will you be trying for your business?