By Piyush Jain

An eCommerce business gets its strength from being digitally available to customers so they can place orders anytime, anywhere.  Since it is a digital business, its marketing has to mainly be done digitally. There are various marketing strategies for eCommerce business, such as email marketing, content marketing, search engine optimization, and other strategies. These marketing strategies are essential for growth and survival of your eCommerce business.

Customers often find these businesses on Google, Facebook, Linkedin, Yelp or other online platforms and you have to make sure you are visible on these platforms. Therefore, it becomes very important for you to invest your time and money into effective marketing strategies that can provide expected results. Here is a list of five effective digital marketing strategies to try in your eCommerce business.

1. Search Engine Optimization

For an eCommerce business, your audience must be able to find your site on the top in Google. Search Engine Optimization (SEO) helps you to get your site ranked at the top of Google, this includes on page optimization and off page optimization. Without this marketing strategy, your targeted audience might not be aware of your business in Google.

To get your website ranking on the top, you have to identify the keywords and phrases that your audience uses to search the product. Once you identify the keywords, you can optimize the page content to focus on those keywords. You also have to ensure that your website is continuously updated with relevant and unique content.

Another important aspect of SEO is getting backlinks to the page that you want to get ranked. More organic backlinks you have to the page, higher chances it has for ranking. Providing better content for user experience is the key as well, Google can identify if your page provides good user experience or not. Some aspects of good user experience are faster load time, mobile responsiveness, less coding, well defined content.  Increasing the visibility of your eCommerce website on the search engine will generate you higher clicks and more leads.

2. Content Marketing

Several eCommerce businesses think that content marketing is just blogging, but it can be used to generate good leads. The content on your eCommerce website should be relevant and reliable to the users.

For example, if you have an eCommerce store selling shoes, you can write content on the latest trends of shoes or other educational content on shoes.  People always search for latest trends, educational material and comparison for products and if your content is good, they can land on your website via the content. This is how many business wins over new customers.

By creating and promoting unique content, you are bringing visitors who have interest in your products or who may buy these in future. To create unique content, you have to create a list of different types of content you wish to publish on your website. Creating content for your website is free if you are doing it by yourself. You can also hire a content marketer to develop content and post on your website.  

3. Email Marketing

Email marketing is one of the ways to reach out to your targeted audience base. When you reach out to your users, you have to be very careful about the content you have included in the email and people included in your email list. If you have content marketing strategies for your eCommerce website, then email is the best way to share the latest post and updates with the users.

Through email, you can easily advertise new products, offer coupons, and conduct contests. You can create a signup page for your eCommerce website and enable the users to sign up using their email for updates. You can also add a subscription option to your emails for the people who are interested in your content.

4. Pay-Per Click

Pay-per-click is an internet marketing model in which businesses pay for every click on the ads. It is a way of buying visits on your eCommerce website instead of organically earning those visits. Every pay per click campaign has three basic elements: the ad, the offer, and the landing page.

If you want to engage the leads with your eCommerce website, then you have to make sure that all these three elements are in synchronization. The landing pages will introduce your audience to the benefits of your products.

Google, Linkedin, Instagram, Facebook are some of the most popular forms of PPC. It allows advertisers to bid for their ad placement on the search engine when someone searches the keyword on which they have bided. To be on the top of the search engine, the advertisers have to consider other things, such as page relevance, page title, landing pages, the quality of ad campaigns, and other factors.

5. Influencer Marketing

Influencer marketing strategies use endorsements and product promotion by influencers. If you are using this strategy, you have to choose an influencer that is followed by your target audience. Influencer marketing strategies work because the influencer has developed trust by building a high amount of following. The recommendations from influencers for the product will serve as a social proof for your targeted audience. These influencers have built a high amount of trust among the audience.

If you are creating an influencer marketing strategy, then you should keep the following things in mind: you have to find and pay an influencer, set a budget and strategies the marketing, Decide the goals, and review and change the strategy.