You may have once heard: “If you build it, they will come.”. This ecommerce marketing guide will explore all of the digital media available today. +300 papers con contenido informativo vanguarditas del E-commerce. So, do your homework. For the purposes of this blog post, and in the name of crafting a sound ecommerce marketing plan, we’ll focus on what can have the biggest impact on your brand. Remember how I just said that prospects trust companies less and less? Are they focused enough for an in-house employee to manage and execute on? After all, you’ll never know what works well and what doesn’t until you try it. Can an in-house team produce similar results AND pick up donuts on occasion? Don’t miss a post. As consumers are exposed to more and more advertisements, brands are incorporating different strategies to reach and appeal to customers. With nearly every marketing operation now taking place online, it can be tough to distinguish between the various types of digital marketing people use today. But don’t worry, there are tons of useful resources to test your site’s SEO health and track your improvement over time, like SEMrush and MOZ. Unfortunately, when it comes to ecommerce marketing, this notion is completely false. Of course, there are opportunities for testing and refinement throughout your product’s lifecycle, but by doing a little more work up front, you’ll be better off in the long run. Difficult and time consuming to fire or employee if they fall short of expectations. Yes, please! Ecommerce websites can use all of the above digital channels to promote a product and grow their business. Another valid quote. For example, with Facebook’s new Dynamic Ads feature, a brand can upload its entire product catalog to Facebook. But don’t worry. See all integrations. What are my primary marketing needs? Often times, digital marketing agencies can offer a wide set of services performed by highly specialized, experienced professionals. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '3e610c7b-0d6d-4cdd-8964-b7ac83e4bf64', {}); Ecommerce marketing is the act of driving awareness and action toward a business that sells its product or service electronically. Meanwhile, ecommerce advertising includes the methods through which you actually promote your product. Crafting a well-thought-out ecommerce marketing plan may seem daunting. On one hand, simply building a modern, feature-rich, and user-friendly website may seem like a daunting task (hint, hint: it doesn’t have to be with the right resources). As marketing tactics and marketplace algorithms evolve, so too must your strategy in order to win the highest return on ad spend – as well as return on operating costs associated with non-paid growth strategies like SEO. Beyond that, you can get even more creative. The main takeaway here is that ecommerce advertising is a highly-effective method to implement while developing your ecommerce marketing strategy to focus your product or service promotion. Did they use an agency? Deeply familiar with the brand and industry. Automation means that you can set up a successful drip campaign to subscribers that are segmented by interest or stage in the buyer’s journey and let your email campaign do its magic. Nos permiten medirlo todo y orientarlo a la rentabilidad. And even if you’re on a shoestring budget – there are several free resources that can help. If you’re looking for a massive, captive audience, YouTube is where you’ll find it. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '5ed6540c-08c2-41b7-9ae8-14623762306a', {}); Originally published Oct 15, 2020 3:00:00 AM, updated October 15 2020, Everything You Need to Know About Ecommerce Marketing, abandon their shopping carts for a number of reasons, skeptical of marketing tactics from companies, examples of successful responsive web design. And if your answer is “yes” that’s great! And that’s not good for anybody – the business owner, the employees, and the people who want to buy your products. I don’t know how you could possibly go wrong with this approach.”, – Alex Birkett, Growth Marketing Manager, HubSpot, As a company outlines its potential growth strategy, the inevitable question arises, “should we hire an agency or build an in-house team?”. Reviews serve as marketing tools for you because they include mentions of your product and oftentimes they do the selling for you … people think, “If it worked for them, it might work for me, too.” Encourage your customers to leave reviews however you can, and that post-purchase email we talked about above might be a good start. Ecommerce marketing is the practice of driving top-of-funnel traffic to convert into sales and customers. This way, you’ll support your customers' long-term success which, in turn, will boost loyalty. Product Listing Ads (Shopping Campaigns) – With Google Shopping Campaigns and Bing Product Ads your products can appear directly within the search engine results. Many tried and true principles remain relevant today, but with the continued evolution of ecommerce, this isn’t the time to get complacent. From focusing on organic traffic and SEO to using Facebook or Google ads to drive targeted traffic, you can mix and match paid strategies with non-paid strategies all in an effort to figure out which mix converts the most people. The incentive might be just what you need to gain a new customer. With the information provided, you can confidently create an ecommerce marketing plan from scratch by yourself, with your team, or alongside a more experienced agency partner. You may unsubscribe from these communications at any time. Add your info below to have the PDF sent to your inbox. E-commerce and e-marketing are both widely used in the digital marketing world as they have been gaining popularity over the past few years.. Most of them operate in a similar manner to Google’s PPC ads; you create an advertisement, set your budget, and pay for every click (or number of impressions) the ad receives. Using a Facebook Business Page to share product praise is a perfect fit for businesses that already solicit customer reviews across their online store. In fact, advertisers have been flocking to Google Shopping, since it generated 60% of clicks on Google in Q1 2018. E-commerce marketing is not as easy as it used to be. A loyalty program provides an incentive for a customer to continue doing business with you through relevant offers and discounts. Sign up for our weekly newsletter. If you’re a brick and mortar store or brand that is looking to make a move online, it’s important to not lose the existing in-person customers that you already have. It’s based on the premise that people want advice from others like them. For example, say you decided that you wanted to focus on a paid strategy to drive users to your store. Although the only obvious feature bonding them together is being related to the digital world, they are often colluded and interchanged. A newsletter format makes your emails stand out from the normal sales campaigns, and is a great way to build goodwill with new customers. Everything You Need to Know About Achieving PCI Compliance [Checklist Included], How To Write Product Descriptions To Grow Sales [Samples Below + Updated in 2020], The Results Are In: The 22 Best Ecommerce Website Designs of 2020, The Complete Guide to Advertising on Facebook: Strategies That Convert [in 2020], Google’s Doubling Down on Ads: How to Create a Profitable Google Shopping Campaign (Updated for 2020). Word-of-mouth marketing is one of the most powerful marketing tools out here. ESG, un des premiers pôles d'enseignement supérieur français en management. Ecommerce marketing and digital marketing are not mutually exclusive. When crafting a comprehensive ecommerce marketing plan, email can play a very important role. If you’re an established business, consider hiring an experienced agency. Ecommerce marketers can use social media, digital content, search engines, and email campaigns to attract visitors and facilitate purchases online. And unfortunately, this is where the one-size-fits-all answers stop. As you can imagine, when viewing the same pair of red boots across multiple ads, the user will simply click on the lowest advertised price. There are a couple of things to consider as an ecommerce business when building out a loyalty program. You can use customer testimonials to get the word out about how great your product is. But if you're selling a product online, do you really need articles and videos to generate transactions? The number of ways in which you can market your business is seemingly endless, and that’s a good thing! It can be tempting to chase after every single one, but that’s a sure way to not be effective at any of them. SEO is more about adhering to on-site best practices, allow customers to discover your products, ensuring your ecommerce product catalog is synced with Facebook and Instagram. Just in case you’re unfamiliar with PPC, your brand would pay an ad network, like Google, every time someone clicks on your advertisement. The same tactics of traditional marketing can be applied to ecommerce marketing in a digital realm, as it allows businesses to reap the benefits from those who are in the mindset to buy. Make sure to couple your organic social content with new social commerce features, like tagging your products in Facebook and Instagram posts and creating “buyable” Pinterest posts. Opiniones sobre e-Commerce, entrevistas y actualidad Ecommerce businesses have several marketing tools at their disposal. We discussed the reasons why people abandon their shopping cart above, and a lot of it has to do with trust in your business, in the product, or in the delivery system. In the past, SEO experts were akin to snake oil salesman – using dishonest tactics and exploits to boost website rankings. POTENCIAMOS EL CRECIMIENTO Y VALOR DE TU E-COMMERCE Somos una agencia de marketing digital con más de 17 años de experiencia generando vínculos entre nuestras marcas y sus audiencias en el ecosistema digital. In a constantly changing and increasingly competitive environment, you need to make more effort to grow your online sales. When building out a marketing plan for your online store, there are several paths you could follow — we listed many of them above. Can contribute to a healthy team mentality (if they’re a good fit). They are meant to relate to your buyer persona, so you should interview customers that most closely represent your target audience. Download PDF. As visitors become more engaged, you can create posts that will move them into consideration, like “how to select the right wedding dress", and turn them into leads, like a downloadable “wedding planning checklist”. Learn about ecommerce marketing and find out how to use today's most valuable marketing channels to develop an ecommerce marketing strategy. It may not have immediate ROI, but it’s a long-haul play that always converts.”, – Kaleigh Moore, Freelance Writer, Researcher and Analyst, “Avoid complacency. Ecommerce marketing is the practice of using promotional tactics to drive traffic to your online store, converting that traffic into paying customers, and retaining those customers post-purchase. So, if the user is reading an article about popular yoga studios in their area, there’s a good chance that a Display ad for a nearby yoga studio will appear. At the end of the day, customers are willing to read emails that pique their personal interests. They’ll bring a new energy, fresh perspective, and skills that complement your in-house capabilities. This time, by Benjamin Franklin. To save you some time, the following social networks have proven to be the most widely-adopted and practical for ecommerce marketing: Social Commerce – As mentioned, social networks are constantly searching for new ways to entice brands, and more importantly, advertisers to their networks. In similar fashion to the way advertising falls beneath the umbrella of marketing, ecommerce advertising falls beneath ecommerce marketing — and when used in tandem, you have the ability to more effectively reach your audience members to boost conversions and improve brand awareness. cross-channel marketing campaigns, onsite/in-store marketing campaigns) Training workshops to enhance e-commerce capabilities Eligible local retailers will receive a one-time support to defray 90% of eligible costs (up to S$9000) for up to 6 months. The level of expertise and technical sophistication needed by all parties grows as well. If your audience is asking questions related to your product, then you need to be the one to answer them. Don’t spend money haphazardly, but depending on the size of your budget, running some simple test cases in smaller markets can provide you with the ammunition you need to justify a budget increase, validate your prior recommendations and/or open the door to an entirely new market opportunity. “Leverage that email list for more than just discounts and sales. This is why ecommerce marketers often register with Google AdWords and promote their product pages through PPC campaigns. Some best practices for this type of email are to ask them to write a review of your product and/or read original content on how to use your product (those YouTube videos you created would be perfect here). since it generated 60% of clicks on Google in Q1 2018. And without an understanding of the ecommerce marketing landscape, you’re at a severe disadvantage. Here’s a little more information about each: Paid Search Ads – A Paid Search ad will appear at the top of your search engine results and will not include any type of imagery. There’s something energizing about hiring an in-house team, rolling up your sleeves, and getting to work. Much less expensive than building an in-house team with a comparable level of expertise. Find more shipping and fulfillment tools for your store. For many businesses, this is the biggest reason why revenue goals aren’t met. Ecommerce marketing is the process of making sales by building and raising consciousness about an online store’s product offerings and brand. Free and premium plans, Customer service software. Merchants also get to choose their own commission rates, with is a percentage of the sale price usually ranging from 5 to 30%. When customers solicit their friends, family members, and co-workers to buy from you, that is a referral. Will it help our team accurately determine the ROI of our actions? Social media is (and will remain) a rapidly evolving landscape of networks and platforms that continually change the way people interact with brands online. (stats via Wordstream). What is this magic bullet? Not all companies need a philanthropic element to the business (which would be nice) but there needs to be a clear mission and value proposition. (Check out this post for some examples of successful responsive web design.). Within your lead generation and sales funnel strategy, there were certain bottom-of-the-funnel strategies designed to get customers over the finish line. Download our ecommerce planning and sales tracking templates. Guest posts can get you and your products in front of relevant audiences (oftentimes for free). Therefore, networks like Facebook and Instagram (in particular) have created (fairly) seamless ecosystems that allow customers to discover your products, and more importantly, purchase your products without navigating away from the network. That being said, hiring an in-house team with comparable skills to an agency would cost much, MUCH more when you consider salaries, benefits, and onboarding costs. This is an often-overlooked tactic for ecommerce businesses, but local marketing allows you to double down on the areas where most of your prospects are (if you have a large population of them in one area) and allows you to offer incentives to your potential customer base. Advertising and promotion (e.g. Chatbots — you’ve heard about them, right? Fashionistas who share their style guides on Instagram and competitive gamers who stream game reviews on YouTube or Twitch are generating measurable results when asked to subtly promote a brand. Leave no stone unturned. Optimize your product pages for short, product-driven keywords that include the name of the product. Even as businesses are continually moving more and more online, local marketing still has an impact on plenty of decisions that shoppers make. Offer current customers the opportunity to refer a friend and reap the rewards. It is, therefore, easy for them to garner attention around your online product through a recommendation, or “sponsored post.”. After reading this comprehensive list of strategies, tools, and resources, you’ll be well on your way to creating a real impact and getting real revenue. This is where you get creative. An ecommerce business is no stranger to product reviews, either. On Google, PPC campaigns guarantee that potential buyers will see a link to your page when they enter search terms that match the terms of your campaign. Let’s get into some more creative ways you can market your ecommerce business. By writing an Executive Summary, you’ll be taking the first steps to crafting your ecommerce marketing plan. Social media marketing, for instance, is often far cheaper than TV or radio spots. New marketing channels are opening every day. For us visual learners, imagine a sales funnel graphic that shows your customers path from Awareness to Interest to Desire to Action. Increase email marketing conversion rates by X%. If so, which agency? A link to download the PDF will arrive in your inbox shortly. Depending on where you fall, either option could work well, but there are several factors to consider before making this decision. Free and premium plans, Sales CRM software. Therefore, Paid Search advertisements can produce a high conversion rate and should definitely be included in your overall strategy. Display Ads – Display advertisements, sometimes referred to as banner ads, can be seen all over popular websites, apps, and mobile games. Ecommerce websites can use all of the above digital channels to promote a product and grow their business. ENVIRON SOLUTIONS GROUP (ESG) es una empresa dedicada al medio ambiente con diferentes divisiones para manejo de residuos de manejo especial y peligroso, así como renta de diversos equipos móviles y la proveeduría de diagnósticos, mantenimientos y reparaciones de sistemas de agua; como tuberías, cárcamos, registros y plantas de tratamiento de agua. The time and effort you’ll spend learning about and slapping together digital marketing campaigns can be spent on more meaningful work. Asumiendo que ya se tiene claro el modelo de negocio, los cuatro pilares más importantes para abrir un e-commerce que funcione son: Marketing 4 eCommerce es el portal online líder especializado en marketing para comercio electrónico. That way, you can focus marketing campaigns on those more likely to convert into customers. ), and beyond. The campaign puts searchers right in front of the business's product when they click on a paid result, increasing the likelihood that the searcher will make a purchase before leaving the business's website. A post-purchase follow up also shows that you care about them beyond a sale and that your company has an interest in their success using your product. But I would also encourage you to double check. We’ve applied the foundational elements of crafting a marketing plan, injected some time-savings tips and applied our backlog of ecommerce-specific advice to ultimately create this 12-step plan that is perfect for building your online store. El usuario debe sentirse cómodo y seguro en las transacciones y compras que realiza. Building a Marketing Team: In-House vs Agency. Don’t send a concert ticket promotion for a show in Los Angeles to your entire email list. But even doing only that, you’re only halfway there. That way, you’ll be continuing to build the brand, while making it easy for potential customers to find and purchase your products. Then, each product will be automatically shown to interested customers with up-to-date pricing and availability, which is a great tool for Ecommerce marketers. The principles we’ve outlined should be defined as “best practices” but your team’s ability to think critically and get creative will be the “special sauce” your brand needs expedite sales growth. And there are hundreds of ways to go about it. One great thing about affiliate marketing for ecommerce merchants is that you only pay after a sale occurs. But don’t bank on one social influencer’s Instagram post to compensate for these shortcomings. In-house hires don’t typically dedicate resources for ongoing training, education, and process improvement – like a good agency would. Nestled between promotions of your products, newsletter campaigns contain genuinely interesting content. Editor's note: This post was originally published in February 2019 and has been updated for comprehensiveness. If you sell wedding dresses, for example, a Google search for "brown bridesmaid dress" is more likely to produce product pages like yours if you’ve included that term on the page. El 65,2% de los españoles afirma haber recibido alguna vez productos electrónicos falsificados comprados online. Plus, with the latest email automation features, you don’t even need to press “send.”. Save my name, email, and website in this browser for the next time I comment. Research. Quite simply, the breadth of knowledge and experience that a talented marketer can bring to your business can’t be understated. You’ll need to search for sites that rank for keywords related to your product. Justin Palmer is the Partner, Brand Strategy leader at Eastmont Digital a BigCommerce Partner agency. Now it gets really fun! Can cause friction if teams aren’t aligned. As you can imagine, when your company grows, your marketing needs grow. 81% of brands employ affiliate marketing, and ecommerce sites are particularly good candidates. Can an agency accelerate your growth trajectory, while keeping costs down? Ecommerce marketing and digital marketing are not mutually exclusive. Even though the enormous list of digital marketing buzzwords can make your head spin, we’ll highlight the strategies and tools that have proven track records of results, along with some newer strategies to consider. Not able to assist with tasks outside the predetermined scope of work. Here’s how: use tracking cookies to determine where your prospects are located. You’ll be building both authority and traffic — two crucial components of a successful ecommerce store. At the top of funnel, you’ll see the brand awareness building strategies that don’t often produce immediate conversions — like posting organic social content or programmatic display ads. Just think about it… if you’re searching for “non-iron button-down shirts” you’re most likely in the market to purchase that item. It gives you an opportunity to get feedback on their purchase experience, which, in turn, helps you reduce friction for future customers. What SaaS products were most helpful and effective? You’re all in this together, and you all possess a deep understanding of the company’s current pain points and ultimate vision. Required fields are marked *. Working with a 9 month concept, we can set a goal for 30K visits and $5K of sales per month. should we hire an agency or build an in-house team? Companies that use personalization are seeing revenue increases ranging from 6-10%. Here are some time-saving tips and advice for before you start. Not to mention, they can be much less expensive than full-time employees. Through this partnership, both parties will co-create content that’s intended to build awareness and drive sales. Therefore, ensuring your ecommerce product catalog is synced with Facebook and Instagram will allow more customers to find your products and increase the effectiveness of your social advertising campaigns. But to a certain extent, brands have been nudged towards the paid advertising route to produce the best results. Dropbox does a good job of this — they offer additional cloud storage space when you refer a friend to sign up. It'll also make your customers want to share their positive experiences with your leads and target audience members through cause studies, reviews, testimonials, and word-of-mouth. Of course, there are several types of PPC advertisements that I’d like call attention to – paid search, display, and shopping campaigns – since they’re most relevant to ecommerce marketing success. Typically, more expensive than an agency. Find the gaps in your user experience and run experiments to try to fix them. There are countless ecommerce marketing tactics that you can employ to drive visitors to your online store beyond the traditional methods that we reviewed above. So, make sure your emails are contextual and engaging. Unless you’re pounding the pavement to build awareness, your ecommerce website will exist in a vacuum. To give you a sense of what an ecommerce marketing strategy looks like, here are some common marketing channels and how you'd use them to build an online store. Without quality products, the appropriate funding and a capable team, a path to success does NOT exist. Según un reciente informe de IBM, la pandemia adelantará el cambio al comercio electrónico en 5 años, y 2020 cerrará con un crecimiento del 20% en el comercio online. BigCommerce’s own community group is only one. Being that you have an ecommerce store, some topics you might want to focus on for your testimonial interviews would be ease of the buying process, the level of customer support, and frictionless delivery and setup methods. That can include anything from strategically placed display ads within a social feed to additional tags that take users directly to a shopping cart. As a rule of thumb, try to segment your email list based on past purchase history. Make sure you have a deep understanding of your product and the demand for your product, and don’t be afraid to make assumptions, so long as you test them. Personalization can move people along their buyer’s journey faster — instead of searching for what they need, you put it right in front of them, making it easy for them to take your desired action, that is, make a purchase. Submitting guests posts will also help you get more domain authority for your ecommerce site, thereby telling search engines that you have a reliable site. They often use paid advertising, content marketing, and other means to drive traffic to your their pages on your product — it’s like having a team market for you. As we mentioned in our earlier point, the sheer number of marketing channels continues to rise, and the tools you’re using to track that information needs to be sufficient. While you may be tempted to go off to the races, intentionality is key when you first begin developing an ecommerce marketing strategy.
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