The beginner’s guide to e-commerce marketing

The social distancing measures over the last twelve months accelerated the move towards digital channels for most businesses, small and big. Businesses that thrived during the pandemic were those who adapted to the changing consumer behaviours and priorities and made the transition from brick and mortar to the online marketplace. But the mass move to online channels means that the noise is louder and it’s harder to stand out, and businesses have to adjust their communication channels and approach. To help you get started, here are the key aspects of e-commerce marketing that can help your business to attract customers online:

1.     Define your products and services 

People don't necessarily buy the best products and services - they buy products and services that they can understand and like, from brands and people they can relate to. And your customers will only be able to shop through your website if they are able to find it. To make the buying journey easy for them, give them all the information they need. Call your products what they are, with clear descriptions including who they are for and what are the benefits. Be mindful of translations and use full names of products that make it clear at first glance what they are. Your customers have aspirations and challenges they are looking to resolve, so go beyond the features of your offering, and link them back to your customers’ needs and wants.

2. Set up your Google My Business listing

Google will only find your products and services if they are searchable. Adding them all onto your Google business profile will improve your SEO rankings and provide an additional channel to your market. If you haven’t got your business listing set up yet, then this is the perfect time to do so. Ensure that all information listed is identical to that available on your online shop, and update it regularly, especially if you are adding new products or changing prices frequently. Your Google listing also allows you to get reviews from your existing customers, both on products and services, which in return will build trust and confidence with potential customers. To get reviews, simply ask as part of the purchasing process or send out an email with the link to get their rankings.

3.     Utilise Facebook and Instagram

Shoppable posts and ads allow your audience to discover your products and services, and make them available to buy directly through Instagram and Facebook. To set up your shop, start with adding your products through your Facebook business page. Your Instagram shop is connected to your Facebook page, so they will automatically show up on both upon approval.  Once all your products are set up, you can easily tag them in your posts, which will bring up basic information including the price, linking straight to your online shop. The same applies to stories. You can spread the word by boosting an existing post that will remain on your profile or set up an ad that will appear in front of other users you chose through targeting. Make the most out of the visuals and captions to give your audience the feel for the products and inspire them to buy them. 

4.     Maximise the use of email

Email marketing is an essential part of the online shopping experience. As you will be using email communication to confirm purchases, it’s an ideal way to connect with your customers. Go beyond the confirmation of the transaction and offer additional information or ask for feedback. This is also the perfect opportunity to recommend similar products and services your customers will like, ask them to sign up to your mailing list, or follow your business on social media. The more personalised you can make the experience, the more it will resonate with the recipient as they will feel valued and connected to your brand.

5.     Focus on content marketing

Content in e-commerce marketing is not just about the keywords you use in product descriptions. You can utilise additional formats, such as blogs, guides, reviews or press articles that link back to your offering. These can make direct or indirect references to your online shop – the key is to inform your potential clients about your products and services and trigger their interest. Find unique ways to connect your business with trending topics and keep an eye on holidays and special occasions. Not only will this provide an additional way to attract new customers, but it will also provide inspiration for your social media marketing.