Marketing is a necessary part of business. People need to know you are selling something before they can buy it. In ecommerce though, marketing is a little bit different. That is because ecommerce itself is different.
Webtek Digital Marketing is a Salt Lake City agency that includes ecommerce marketing on its list of services. Although the agency isn’t keen to reveal its secrets to success, they were willing to tell me about seven different types of ecommerce marketing. Below are descriptions of each type along with comments based on what I learned.
1. Platform Marketing
This first type of ecommerce marketing only applies to sellers who utilize platforms like Shopify and Amazon. Ecommerce operators that sell exclusively through their own websites do not have a direct sales platform through which they can market.
Platform marketing involves using whatever tools a platform’s operator offers. It involves marketing directly on that platform, with the understanding that people who visit are there to buy. You do not have to draw them in. So your job is to convince them to buy from you. Ecommerce operators need their expertise to make marketing work for them.
2. Search Engine Marketing
Next up is search engine marketing. It involves utilizing search engines to not only drive traffic, but to also convince buyers that you are the best seller. Webtek explains that search engine optimization (SEO) is the foundation of search engine marketing. You have to get your pages to rank fairly high before you can convince people to consider you as a seller.
Search engine marketing is all about taking advantage of organic searches. The more traffic you can derive through organic search, the better your marketing results are likely to be.
3. Paid Advertising
Paid advertisements, usually by way of PPC advertising, are not right for every kind of business. But it just so happens they are perfect for ecommerce. Paid advertising is a short-term tool capable of being highly targeted to distinct audiences. This is exactly what an ecommerce operator needs to point customers to products online.
4. Email Marketing
Despite what you may believe, email marketing is not dead. It remains an effective tool if you know how to use it properly. Harnessing it for ecommerce marketing relies heavily on the newsletter concept. A monthly newsletter offers succinct information in bite sized chunks, information that can be very persuasive. Email marketing is ideal for online sales, promotions, and special events.
5. Social Media Marketing
Like traditional retail, ecommerce relies heavily on impulse purchases. That being the case, few channels are as effective at capitalizing on impulse as social media. If I were operating an ecommerce site, one of the first things I would put my marketing energies into is building a social media audience. Social media can be an immense help for both direct sales and word-of-mouth marketing.
6. Content Marketing
As we work our way down the list, we get to content marketing. Although ecommerce platforms are not ideal for long form content, operators can still market by way of blog posts and guest posting. Videos are also in play. Content marketing can be extremely helpful for brand awareness and developing customer loyalty.
7. Influencer Marketing
Rounding out the list is influencer marketing. This marketing strategy involves hiring influencers to include your products in their own content. It is a risky strategy, but one that can pay off if you choose the right influencer with the right audience.
Online sellers need to market just as aggressively as their brick-and-mortar counterparts. It’s no wonder companies like Webtek thrive in the modern era. Ecommerce operators need their expertise to make marketing work for them.
