strategies
Digital marketing for ecommerce
Once you enter the world of ecommerce, you begin a journey of no return. If you are reading this, you are probably already in this phase. Ecommerce has revolutionized the way users buy and sell their products or services, becoming a driving force for the global economy.
Digital marketing strategies for ecommerce
Introduction to ecommerce strategies
Ecommerce has experienced exponential growth in recent decades and its potential continues to expand. This is where the strategies implemented by the ecommerce specialist are not only about creating an online store, but also a thorough understanding of your target market, competition and consumer trends.
So, get ready, in the following lines you will travel into the depths of marketing… in your brands, ready, go!
Ecommerce Market and Competitor Analysis
Before starting the journey for any digital marketing strategy, you must first understand the competitive landscape and market demands.
In this case, competitor analysis gives you the guideline to identify your strengths, opportunities, weaknesses and threats (the famous SWOT) that you could take advantage of to differentiate them and stand out better in the market.
Based on an article published by the Autorité de la Concurrence, Competition and online commerce, explains that the development of online sales can intensify competition by allowing consumers to compare prices and products between different websites, which increases the bargaining power of buyers.
In addition, market research should not be overlooked in order to understand how consumers use both online and traditional physical channels to make purchases, which can help identify competition between operators.
On the other hand, competition authorities can also use these numerical analysis tools to understand the behavior of pricing algorithms to detect possible anti-competitive practices.
Of course, without neglecting the particularities of digital markets, such as the mobility of customers between online operators to assess competition effectively.
For all your marketing efforts to pay off, you need to implement some really effective benchmarking tools, such as these:
- SEMrush: gives you a detailed analysis of competitors in terms of SEO, PPC, content and social media.
- Ahrefs: is an excellent tool for backlinks, keyword tracking and competitor content exploration.
- SimilarWeb: provides you with insights on web traffic, traffic sources, keywords and audience of your competitors.
- MozPro: this tool is the most complete tool for SEO analysis, here you can give keyword tracking and optimization recommendations.
- Google Keyword Planner: it is useful for finding relevant keywords and analyzing search volume.
Social media analysis and engagement
.
- Hootsuite: allows you to monitor multiple social networks and analyze your engagement.
- Sprout Social: offers detailed social network analysis and management tools.
- Google Ads: this tool is useful for analyzing and comparing your online advertising campaigns with general market trends.
- Facebook Ad Library: this is a public Facebook tool that allows you to view all active campaigns of any advertiser.
- Jungle Scout o Helium 10: these platforms are specifically for market analysis on Amazon.
- Shopify Analytics: if your store is hosted on Shopify, this analytics tool will give you valuable insights that your brand needs.
We must start by breaking down each term.
CRO (Conversion Rate Optimisation) refers to a conversion process that focuses on improving the effectiveness of a website to convert visitors into customers.
In other words, CRO is about increasing the proportion of visitors who take a desired action, such as making a purchase or subscribing to a newsletter. This is achieved through the optimization of various elements of the website, such as design, content, usability and user experience (UX), in order to maximize the performance and effectiveness of the page in terms of conversions.
For this puzzle to be complete, you need to also employ tools such as:
The quality of the UX is crucial to the success of an online business, as it can influence:
- Customer satisfaction.
- Brand loyalty.
- The likelihood of the customer making a purchase or booking.
User experience encompasses aspects such as ease of use, intuitive design, loading speed, clarity of information and the ability to find what they are looking for. This is where companies often invest in improving the UX to ensure that customers have positive and satisfying interactions with their online platforms.
And finally,
website optimization is the improvement of a site to make it more visible and effective in search engines,
which in turn increases organic traffic to the site. This can include:
- Content optimization.
- The structure of the site.
- Loading speed.
- Mobile usability.
- Keyword optimization.
- Link building and other factors.
Of course, all of the above, intertwine in an almost magical way where everything boils down to a single purpose: to get online presence, but how to get it?
- Develop and/or acquire websites and applications to market products and services online.
- Understand online competition and how it affects offline sales.
- Understand online consumer preferences and behaviors.
- Adopt proactive strategies to maintain a strong online presence.
- Identify differentiation in the competitive process.
SEO and Content Marketing for Ecommerce
Creating relevant and optimized content, along with a solid keyword strategy, can improve your search engine rankings and attract high quality organic traffic, but how do you make this happen? Read on!
When it comes to SEO, there are a few actions to take into account:
refers to the practices and techniques that are applied directly on the website to improve its visibility and ranking on search engines. This includes keyword optimization, site structure, loading speed, content quality and other internal factors.
these are all actions taken outside the website to improve its search engine ranking. This includes quality link building, social media mentions, forum participation and other methods to increase the site’s authority and relevance on the web.
focuses on creating and optimizing relevant, useful, high-quality content that meets user needs and is valued by search engines. This includes keyword research, structuring content and optimizing it to improve its visibility in search results.
focuses on improving the visibility of a business or website in local searches, especially on Google Maps and other local directories. This involves optimizing company information, geolocation, obtaining positive reviews and participating in local activities.
is the practice of optimizing a website to be visible and relevant in different countries and regions of the world. This includes optimizing content for different languages, geolocation, structuring the site for international audiences and other aspects related to internationalizing SEO.
For a company to survive, it needs to adapt to the changing landscape of consumer behavior, including the transition to online shopping.
Such adaptation may involve the use of digital tools and technologies in order to enhance the customer experience, as well as in-store pick-up services, geolocated alerts and interactive in-store devices.
These aspects are closely related to the integration of digital marketing strategies, including content marketing to engage and attract both online and physical consumers.
According to data from the study
Ecommerce Growth: Latin America 2021, the distribution of visits according to traffic sources shows.
that organic traffic represents 25.1%, followed by referral traffic with 12.3%, although it is below direct traffic that reaches 50.4%.
But what does this data mean? The solid sample of an excellent SEO strategy for Ecommerce, which covers 37.4%, becomes a significant channel with a prominent role in the formulation of an effective digital strategy.
Here we must highlight something very important and that is that these three pages complement each other and are fundamental to organize the ecommerce and guide the user along the sales funnel. However, PDP is the most important element during the closing of the sale.
Paid advertising on social networks and PPC for ecommerce
These paid modes offer unique opportunities to reach targeted audiences and generate conversions. Through precise targeting and persuasive messaging, it is possible to maximize the return on your advertising investment and, with it, increase your sales!
Find out what it’s all about!
Pay-per-click (PPC) is a form of online advertising in which the advertiser pays a fee (either fixed or determined by auction) each time a user clicks on one of your ads, redirecting them to your website.
The goal of a PPC campaign is to get visitors to a specific site, usually with the aim of influencing users to perform a particular action, such as registering or buying a product.
Other terms
To better understand PPC, check out these other terms:
Email marketing strategies
for ecommerce
This powerful tool is also known as emailing and is primarily used to engage customers and build brand loyalty. From newsletters to abandoned cart emails, ecommerce specialists use these email strategies to keep your customers engaged and increase conversions.
Other forms of emailing include the following:
- Newsletters.
- Promotions.
- Thank you emails.
- Product recommendations.
- Message to terminate a registration.
- Emails to out-of-date customers.
- Cross-selling.
On the other hand, the most popular emailing tools are the following:
Using Analytics to improve ecommerce strategy.
Undoubtedly, this is the tool par excellence that will help you elucidate whether your marketing plan is on track or not. Often, people confuse advertising with marketing or vice versa. In reality, marketing is a general category and advertising is part of that category.
Advertising is a unique way of doing marketing because it involves the way you directly promote your products and almost always requires the company to pay a fee to have its ads reach a large number of people.
Fortunately, today’s world offers incredible tools to keep you from getting lost in the vast world of advertising. For example, you can advertise on Google or Facebook by targeting users who have searched for similar products.
You can also segment based on other aspects such as:
- Gender.
- Demographics.
- Age.
- Online location.
To better land all this information, you can avail yourself of these tools:
is your one-stop shop for creating, targeting and paying for ads displayed on Google and its network.
these are solutions to promote your products and your brand on Amazon.
this is a control panel for setting up and targeting ads on Facebook and Instagram.
this is the best way to register your products in the Google Shopping section of the search engine. That is, visitors can buy your products directly through Google.
it is an ad manager where you choose a target, insert your design and your product and then launch the ad for Pinterest users to see.
this is the advertising platform to reach more customers through the search engine Bing.
Zero Party Data
Refers to information that customers voluntarily and knowingly provide.
This data can include purchase intent, relevant personal information or preferences on how they want to be recognized by the brand.
But where do you get this data?
The most common practice involves conducting surveys, either through your website or on social media.
Within the context of Zero Party Data, it is essential to recognize that customer-provided information is not free. If they are sharing valuable data, your brand must offer something in return, such as discounts, gifts, coupons or improvements to the user experience.
For example, you can conduct surveys asking whether they prefer to shop online or in-store and in return, offer them the opportunity to enter product sweepstakes. This gives you direct feedback on the feasibility of opening a physical store for your business.
To participate in such a sweepstakes, customers must provide their contact details, which establishes implicit consent.
What is its purpose?
The main utility of this type of data lies in hyper-personalization. Thanks to the information provided directly by the user, brands can offer much more personalized services, such as product recommendations, tailored user accounts and personalized experiences.
This helps to build customer loyalty and a strong relationship, where you get valuable information to improve your services and the customer gets what they want, trusting your brand.
Conversion Paths
This is the process by which
an anonymous website visitor is transformed into an identified lead . This conversion path comprises a relevant content offer, a call to action, landing page and a thank you page.
To become a lead, a visitor discovers a content offer that appeals to them (this is your relevant content), clicks the call-to-action button to access that content and is then directed to a landing page.
On this page,
the visitor can provide their information on a form in exchange for access to the offer itself. By submitting this form, the visitor becomes a lead and is directed to a thank you page where they receive the offer.
Designing and implementing the right conversion paths allows you to move website visitors more effectively through the buying process and facilitates their transformation into customers and advocates.
How to achieve an effective conversion path? Take into account these parameters:
- Create appropriate and relevant content for your brand.
- Integrate a landing page for each buyer persona.
- Write calls to action that are engaging and exciting.
- Optimize a thank you page.
Multi-device conversions.
Mobile has become the link between the two worlds. Based on data from Google Ads, when people use mobile search to help them make a decision:
- There is a 57% greater likelihood of visiting the physical store.
- There is 39% more likely to call the business on the phone.
- There is 51% more likely to make a purchase.
Even while physically in a store, 82% of mobile device users turn to their devices to help them make a product decision. With this compelling data, it is crucial to identify the micro-moments of cross-device conversion and determine how to measure them to improve conversion.
This is why marketing strategies face a new challenge: finding measurement methods that provide a holistic view of the business and break down silos between online and offline actions. Instead of focusing on transactions, it is about modeling and measuring with surgical precision the value we bring to customers and the business.
In this context, mobile acts as a nexus between the two worlds. Since 2013, Google Ads ecommerce specialists have been working hard to improve multi-device conversion tracking in response to new user browsing habits.
The 2013 Google Ads Estimated Total Conversions metric from Google Ads , has been a significant advancement. This metric represents an approximation of conversions generated in purchase processes involving multiple devices, from the first click on an ad to the final conversion.
This metric also collects other conversions, such as:
- Sales in physical stores.
- Phone conversions.
- Cross-browser conversions.
- Web applications.
The goal is to identify all conversions from Ads made by the same user, regardless of their channel, device or browser of origin and purchase.
Customer loyalty and loyalty programs.
Loyalty is as important as customer acquisition. Loyalty programs, exclusive promotions and customer service can turn occasional shoppers into brand advocates and recurring revenue generators.
A customer loyalty strategy is a set of coordinated actions to encourage the customer to remain loyal to a brand or banner. It focuses on customer desires such as personalization, recognition and benefits, and is implemented through a variety of tools, both in-store and online.
But what goes into it?
Customer loyalty indicators include the Net Promoter Score or NPS (which is obtained through satisfaction surveys), the rate of new purchases and the incentive sales rate. This means that the customer loyalty index combines these three loyalty measures to better assess customer loyalty.
In addition, it seeks to implement marketing and commercial actions with the aim of building a lasting relationship with customers. Through this process, customers are encouraged to make new purchases over a longer or shorter period of time. By capitalizing on satisfied customers who buy and consume your products and services, you can generate regular revenue.
Companies that have a good understanding of customer loyalty and its importance do not hesitate to take every possible action to generate loyal customers. Although loyalty is more of a marketing concept , it also concerns the field of customer relationship.
Types of loyalty:
The following is a list of the 4 types of loyalty to complement the answer to the question of what is customer loyalty.
- Induced or suffered loyalty.
- Behavioral loyalty.
- The sought-after loyalty.
- Attitudinal loyalty.
Emerging trends in ecommerce
The world of ecommerce is constantly evolving, so you need to keep up with emerging trends: from integrating technologies such as augmented reality to advanced personalization, the opportunities to innovate and stand out are endless.
By 2024, new trends are on the horizon:
Ecommerce success stories
It is worth noting that while success is not a mirage, it is backed by real cases of companies that have been able to take advantage of digital opportunities.
Studying and learning from these cases can give you some very useful ideas and strategies to apply to your own online space.
- Neutrogena
This brand has managed to break through thanks to its product-centric strategy. By analyzing previous user behavior on the cart page, they identified that 75% of their shoppers tended to purchase multiple products from the same category simultaneously. In order to increase the number of items sold in a single transaction, they developed a variety of product bundles belonging to the same category.
To support this initiative, a series of retargeting ads featuring the different product categories and including discounts were implemented to motivate users to make the purchase.
It should be noted that this strategy is particularly relevant given that shipping costs represent one of the main challenges in e-commerce. By combining multiple products into a single purchase, Neutrogena was able to increase the average order value, which in turn allowed them to offer better shipping rates and improve both the company's conversion rate and profitability.
- Fiverr
Recognized as a global platform for creative and design services, this platform allows users to offer their services starting at a base price of $5. Through your profile, you can present your services along with the rate you will charge, showcase your portfolio with past projects and client reviews. As you receive better reviews for your work, you earn points and increase your reputation.
In recent years, this website has gained popularity thanks to its international coworking approach, where marketing, design, and sales professionals, among others, offer their services at affordable prices, without intermediaries.
But what is the best way to take advantage of it?
The secret lies in its simple formula:
Compete by offering quality and competitive prices, along with fast service that eliminates the need for consumers to navigate among a wide range of professionals. - Amazon
Being one of the most valuable companies on Wall Street, according to data from the Spanish newspaper hora.es, it would be redundant what this company is dedicated to, so, the most outstanding characteristics of this multinational company that led it to success are the following:- Authentic products.
- Gift voucher.
- Amazon Prime membership.
- Prime retailer.
- Shopping with no sign-up required.
- 43 million products available.
- Offers and discounts.
- Quality and guaranteed product authenticity.
- Soloporteros
This is an online store specializing in sporting goods, with a particular focus on equipment for goalkeepers, has become the main reference for the acquisition of this material at the national level in Spain. Taking advantage of its presence in social networks, it has achieved greater visibility, collaborating with leading figures in various categories of soccer.
They have been able to capitalize on a specific niche such as the world of goalkeepers, presenting the latest news in sports apparel, products and accessories, in addition to offering an educational platform for the training of goalkeepers.
Through its YouTube channel, the company discloses market news, conducts interviews with renowned goalkeepers and produces additional reports. Their catalog covers a wide variety of equipment not only for soccer goalkeepers, but also for other sports.
The success of this store is based on its precise focus on such a specific niche as goalkeepers, which has allowed them to achieve greater visibility and recognition in the sports market.
The new face of digital marketing
By understanding and applying the fundamentals, along with creativity and innovation, you can position your brand for success in the competitive world of e-commerce.
Ready to take your online business to success?
Take your ecommerce to the next level with SUBE Digital Agency!
At SUBE, we are a digital agency that understands the complexity and demands of the ecommerce world: from optimizing your website to implementing cutting-edge digital marketing strategies, we are here to drive your online success.
Let us be your guide on the exciting journey of ecommerce – contact us today!
We have experts specialized in ecommerce and the other areas of digital marketing , which allows us to work in a comprehensive way and propose 360º strategies.
We want to share with you everything we have learned, so we invite you to enter our blog and read the valuable content we have for you.
Don’t limit yourself in a traditional market!
CDMX México
+52 (55) 4169 6343
Av. Pdte. Masaryk 101. Polanco, 11560, CDMX
Miami USA
+1 (305) 964 8930
4300 Biscayne Blvd, Suite 203, USA, FL, 33137
Bogota Colombia
+57 (1) 234 2603
North Point Towers: Cra. 7 #156-68 torre 3 of. 1103
More than an agency, at SUBE, we are your right hand!
Click here to start your journey to ecommerce success with SUBE!
