Owning an e-commerce website lets you tap the ever-growing number of web and mobile users who could be considered as potential customers for your business. When website creation process is completed, the next thing you need to do is to market your website.
The process involved in e-commerce marketing drives the sales by raising awareness about an online brand and product or service offerings. Low conversion is the outcome of negative search results. Marketing is done to lift the website’s search engine results. Marketing also helps in improving the online visibility of the website to provide a wider reach to online consumers.
Part of digital marketing is boosting the website to gain more traffic using traditional marketing standards that are applied to different online multi-channels. Keeping the website on a good track will lead to more enquiries and eventually generate sales. There are different strategies needed to be implemented to attain the top ranking on search engines.
E-commerce marketing channels
Here are some of the effective channels often used to advertise and market e-commerce websites:
- Pay-per-click Advertising (PPC)
Advertisers need to pay a fee each time one of their ads is clicked. This campaign is like buying visits to your site rather than attempting to earn the visits organically. Based on the keywords searched by users on the search engine, the paid advertisement will be shown on the listings at the top of search engine results.
- Search Engine Optimization (SEO)
This strategy requires compliance to different practices tailored especially for the needs of the business such as tiered link building, content creation, social media engagement, and other SEO efforts that search engine algorithms take into consideration. It is low to no cost to us SEO because it gains traffic from unpaid “organic” results on search engines such as Google, Bing, and Yahoo.
- Search Engine Marketing (SEM)
Somehow the same as PPC since it is referred as paid advertising campaigns. Google’s AdWords platform and other paid platforms on other search engines are used for this strategy.
- Email Marketing
It involves content writing which is used for newsletters, push notifications, and email blasts sent to existing and potential customers.
- Display Advertising
Designing the banners, sidebars, and other visual advertisements are used for this type of strategy. The image of the advertisement will appear on other websites.
- Affiliate Marketing
This involves building a good relationship to webmasters to get referrals from them. Commissions will be earned as a piece of the profit for each sale that you make by promoting the products of other companies. Affiliates should have a loyal following or receive traffic from other marketing channels mentioned above as well as websites in the same industry or product-focused content such as reviews, comparisons, and testimonials.
Marketing approach
Web development and design are not enough for an e-commerce website to get up on the search engine rankings. After producing a bespoke design for the website, different marketing strategies should be followed. The marketing concepts must be customised to the needs of the business to attain the best results.
E-commerce marketing is distributed into two actions such as to optimise the website’s user experience for increased conversion, as well as to drive more traffic to the website. These principles are crucial factors for growing an e-commerce business. Keeping up with the latest marketing trends are also essential since advertising platforms and search engines constantly change their algorithms and rules that will determine the results.
