26 E-commerce Marketing Tips

By Indeed Editorial Team

Published June 1, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Ecommerce marketing boosts financial growth by using online technology and commercial tactics to encourage customer traffic to an online store. Ecommerce marketing is effective because it's a combination of strategies that allows for any online business to choose methods that work best for its particular goals. Learning about e-commerce marketing can equip you with the techniques to drive traffic to your online store or business. In this article, we discuss e-commerce marketing and its benefits and provide some tips that can help you improve how you use e-commerce marketing.

What is e-commerce marketing?

E-commerce marketing is a diverse set of tactics for enhancing a business's online presence and increasing visits to its online marketplace or store. It's also used to keep those new customers and turn them into repeat shoppers. E-commerce marketers use several online and digital tools, like social media, emails, search engines and mobile applications, to achieve this goal.

The success of an e-commerce marketing strategy may depend on how much of your budget you can invest in the strategy, how well you implement it and your target audience. Some demographics are receptive to certain strategies more than others. For example, a college student may be more receptive to product discounts, and a repeat buyer might find more interest in a loyalty rewards program.

Related: What Is E-commerce? Definition, Types and Importance

Benefits of e-commerce marketing

With the popularity of e-commerce and online shopping, e-commerce marketing allows businesses to reach new customers on a global scale and makes communicating, engaging and marketing to these customers virtually instantaneous.

Some additional benefits of e-commerce marketing include:

  • Customized experience: E-commerce marketing provides strategies that allow you to customize the users' online shopping experience.

  • Business visibility: It increases how many people know about your brand, which increases traffic to your marketplace, social media accounts and other online sites.

  • Cost-effective: Because e-commerce marketing takes place online, its strategies are generally less expensive than traditional marketing tactics, which often require more resources and money.

  • Analytics: Many e-commerce marketing tools and programs offer an analytics feature, allowing you to view your traffic data and determine where you can make improvements.

Related: What Is Data Analytics?

Ecommerce marketing tips

Here is a list of 26 e-commerce marketing tips to consider:

Upselling

This involves leveraging a customer's interest in your products or services and then offering them a more premium version than what they originally intended to buy. If done right, this strategy can help you increase your revenue and perhaps even sell additional products.

Related: What Is Upselling? Tips and Examples

Social media integration

Social media platforms are often intuitive and can offer a variety of tools and services. On these platforms, you can actively engage with customers, incorporate your store into a social media interface and make use of their ad systems.

Email campaign

Email campaigns are an effective way to reach customers because most people have an email address. You can optimize your email e-commerce marketing tactics by sending welcome emails, exclusive email-only promo codes, thank you emails and product ideas relevant to customers' most recent purchases.

Optimize website interface

Optimizing your website interface involves changing the tabs, buttons and layout so that it's easier for customers to navigate. A successfully optimized website interface can increase your onsite conversion rates, which can often provide you with more revenue.

Live chats

A live chat is a high-impact e-commerce marketing tool because it actively engages with customers and visitors who come to your website or online marketplace. Live chats generally appear on websites as pop-ups, giving customers the option to ask questions and communicate with representatives instantly.

Sales forecasting

This technique evaluates current market trends and then makes predictions about what a company's future sales numbers might be. Accurate sales forecasting allows online stores to make profitable business decisions and move resources where they might be most useful.

Related: 6 Sales Forecasting Methods To Help Predict Future Sales

Personalization

Personalization seeks to improve online sales numbers by offering personal services to customers and visitors based on collected data pulled from their online preferences, behaviors and actions. Location is also an aspect of personalization because your store can offer an experience and products to a customer based on where they live.

User-generated content

An online store can leverage user-generated content by interacting with customers who've created posts or content related to the business. For example, a clothing company may share a social media post with the picture of a satisfied customer wearing one of its T-shirts.

Search engine optimization

Search engine optimization, or SEO, is when you include certain keywords, as naturally as possible, into your website. This is a way to optimize your website for search engines so it appears at the top of the list when a customer types in those keywords. Successfully implementing search engine optimization can increase your visitor traffic.

Mobile compatibility

Mobile phone devices allow people to connect to the internet and access thousands of applications and software. Many businesses have application versions of their online stores so people can download them and shop from anywhere. This flexible buying system can improve sales if the app is user-friendly, meaning it runs smoothly and is easy to navigate.

Search engine shopping ads

Many search engines offer shopping ads, which advertisers use to group similar items and products and present them to potential customers. This service can improve a store's online presence because it shows customers the products a store offers that relate to the generic product terms and items they initially sought.

Schema

Schema is the structured markup language added to the back end of a website's product pages. Markup language is a type of computer code, like HTML. Properly including this detail allows search engines to index your website's contents more easily. If a search engine can easily identify the information on your website pages, you may see a boost in rankings.

Voice search

Voice search features and tools add a level of versatility for customers looking to buy online. When people use their voices to search for products, search engines focus on those words to retrieve the most relevant content. Online businesses that optimize their website with commonly voiced terms can enjoy increased organic traffic.

Website speed optimization

A website's speed affects how quickly a user can use the interfaces, click buttons, go to other pages and navigate throughout the entire store. A website that operates smoothly provides customers with a comfortable and accessible shopping experience.

Video content

Videos can elicit strong emotional responses because they help create immediate feelings or actions from the people who watch them. A high-quality video can persuade customers to make a particular purchase or subscribe to a service because they see the video as a valuable, reliable information source.

Newsletters

A newsletter is a digital or electronic report that details news about a business, which the business sends to its customers or subscribers. Newsletters can be a great e-commerce marketing tool because they combine important updates and new information in an appealing, creative style.

Blogs

Blogging is a classic e-commerce marketing tool. It's the act of posting short- or long-form content about the online brand or its products to the website. Blogs take time and preparation to see steady growth in audience members, but proper SEO and voice search optimization can make a blog gain more traffic faster. A well-written and engaging blog can also help attract people who like content that is comprehensive and intimate.

Coupons, promotions, giveaways, sales and discounts

These strategies are all ways to attract customers by offering a deal on products. Coupons save people money on a one-time purchase. Sales typically last for a defined period and allow customers to save on multiple purchases. Discounts usually happen when a product is past its typical shelf life and needs to sell quickly. Giveaways offer free products, items or services under some kind of contingency. For example, a company can give away a free T-shirt to customers who subscribe to its website in the next five days.

Feature product reviews

Online businesses can highlight positive reviews because shoppers usually trust the reviews from existing customers. Featuring these comments on its website or social media pages is a way for potential customers to hear from real clients how valuable and useful the product or service is.

Retargeting

Retargeting sends targeted ads about products or services to customers who've already engaged with the store, like recent site visitors and email subscribers. The ads even retarget customers who haven't engaged with the brand for a long time.

Abandoned shopping cart reduction

An abandoned shopping cart is when a customer places items in their online store cart but doesn't complete the purchase. Online stores often use e-commerce marketing strategies, like offering discounts, recommending similar products and sending reminder emails, to encourage customers to complete their purchase. The idea is to show a customer that, even if they no longer want the items from their cart, they may be interested in new products or services the store offers.

Sold-out conversation

Sold-out conversions occur when a customer seeks to purchase a product that's sold out. The store then prompts them for their contact information to notify them once the product is back in stock. This technique is useful because brands can then provide offers and similar products to the customer.

Pop-ups

Pop-ups, or pop-up offers, can be useful because they're sudden and encourage customers to make an immediate or specific action before they leave the webpage. Pop-ups typically ask users to join the store's official mailing list, subscribe to its newsletter or enroll in a customer VIP program.

Free shipping

Free shipping is an incentive that encourages customers to make more purchases because they don't have to factor shipping fees into their decision. You could offer free shipping for all purchases, or just when customers meet an order minimum. Offering free shipping when customers meet an order minimum could encourage them to buy more products, boosting your revenue.

Customer service and support

Providing excellent customer service and support is fundamental to forming healthy and long-lasting relationships with customers. This can ultimately help sustain your business. You can more effectively market to online customers and take actionable steps to listen to and resolve their concerns.

Loyalty reward programs

A loyalty rewards program is a strategy that companies implement to reward customers who've made repeated purchases or subscribed to the store for an extended period. These programs often offer exclusive discounts, promotions and first access to new products.

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