A Guide to Launching Your Ecommerce Business – Part 4By Liz Coulson, March 4th 2020
Ever wanted to start your own online store? Well, with the ecommerce industry seeing the biggest increase of new businesses in the UK out of all other industries; there is no better time than now. In this series, we’ll be exploring the steps you should take to launch your new ecommerce business.
Ecommerce Marketing Strategies For New Businesses
You have products to sell, you've decided where you're going to sell them, now it's time to let people know about your business! In this article, we take a look at a variety of ecommerce marketing strategies you can use to generate brand awareness, drive sales and create a demand for your products.
Time to Learn
There are many ecommerce marketing activities out there; it's impossible to learn everything about every single one of them! A great way to get an understanding about marketing – as a whole or about one strategy – is to sign up to newsletters, listen to podcasts and complete free online courses.
Content is everywhere you look, wherever you are, and it goes beyond blog posts and product descriptions, it's imagery and videos too. When you see photos of products you might like on Instagram, it's content. The rotating banners in the bus stop – that's right, content.
Creating and building a content strategy should be your first task (after gaining an initial understanding). Your content has to be engaging and resonate with your audience. Careful planning and thinking about your content will help you create consistency, and believe me – it's much easier when you have a plan! However, working within the ecommerce industry means that you can get really creative with your content. For example, you can create Boomerangs and videos for social media whilst making use of user-generated content.
Once you have built up some content, you can start to use it in other marketing activities like social media and email marketing.
Social media is a must for online retailers; you have the opportunity to put your business in front of thousands of people (fantastic for brand awareness!) and start to build a relationship with those that are interested in your products.
It can be entirely free to use. You will just be reliant upon your prospective customers finding your updates through other forms of promotion, keywords and people engaging with your posts.
You can also use social media advertising, and it doesn't have to cost you the earth. There are many different targeting options, varying from locations to interests. Paid advertising is a great way to introduce people to your products.
Read more about the benefits of ecommerce social media marketing here, there are also some interesting stats if you still need encouragement to have a social media presence.
PPC Ecommerce Marketing Strategies
Pay-per-click (PPC) advertising helps you target people that are searching for specific terms, for example yellow home accessories. Generally speaking, these people are further along the buying process than other paid outlets because they are searching for keywords relating to your product – the interest is already there.
There are a few different adverts you can choose from, search and display to name a couple. Search adverts appear at the top of Google's search results with no imagery and display adverts are visual and can be displayed on websites of your choice.
You will only appear near or at the top of the page if your advert and landing page are relevant to the keywords and give a good experience. If somebody is interested in your advert and they find themselves on a landing page that isn't relevant, Google will pick up on this and penalise you.
Email Marketing & Automations
Once you've attracted people to your website, email marketing is a great way to continue working on your objectives. According to Monetate (1), email marketing drives more conversions than any other channel!
You can set up automated emails including welcome, cart abandonments and one-off emails like newsletters to ensure your different objectives are met. It's a good idea to set up your automated emails prior to your business launching so you can start working towards your businesses goals once you start getting visitors to your website.
Find out how to build your contact lists, maximise your email deliverability and create email campaigns and their triggers by reading our ecommerce guide to email marketing.
Optimise for Search Engines
If you have a website, the information on there needs to include phrases and keywords that your customers search for to find your products and business. This will help you optimise your pages for search engines and help others find your website too. Tools like Google Keyword Planner will help you easily find these keywords and phrases.
Include interesting nuggets of information on your website too, for example if you run a home decor business, write about the must-haves for summer. This helps you include more phrases and keywords, and if other businesses like your content they may share it on their own pages, generating you backlinks which helps search engine optimisation (SEO).
Start Marketing Early
Once you have finalised your brand, it's a good idea to begin planning your marketing activities and setting up your social media profiles. Some activities you will be able to start fairly quickly like 'coming soon' social media posts and setting up your email automations. They will help generate excitement and hopefully, get those first customers.
It's important that you track your different marketing activities so you know what is working and what isn't. This also gives you the opportunity to alter your different campaigns to get the most out of them. You can see which ecommerce metrics you should be tracking here.
As you can see, there are a variety of ecommerce marketing strategies out there. We recommend using several of them to ensure people find your business. What combination of strategies will you use?
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