Ecommerce marketing is a complex system with many interdependent parts. Make one wrong adjustment and the whole thing stops working.
It sounds tricky, but if you have a solid system in place—and multiple marketing channels attracting new customers—you’ll see more traffic, higher conversion rates, and repeat buyers who act like your unofficial sales reps.
Here, you’ll learn how to build a resilient ecommerce marketing foundation, complete with lead-generating and customer-converting strategies and examples.
Contents
- What is ecommerce marketing?
- How to create an ecommerce marketing-focused website
- Ecommerce marketing strategies (with examples)
- How to boost your ecommerce marketing conversion rate
- How to measure ecommerce marketing success
What is ecommerce marketing?
Let’s first start with ecommerce, which is a somewhat fancy term for buying and selling items online—whether that’s Hawaiian shells on Etsy (if you’re in the market, let me know. I have too many) or a full-blown Shopify store.
So at its most basic level, ecommerce marketing is the mix of paid and unpaid (AKA organic) strategies that attract shoppers to your online store, convert them, and retain them. Let’s unpack that:
- Attract: You want to attract the right shoppers. This calls for things like SEO, content, social, influencers, partnerships, and ads.
- Convert: You want to convert them efficiently. This is where product pages, site speed, special offers, and checkout optimizations come in.
- Retain: You want to keep customers coming back profitably. Email, SMS, loyalty programs, subscriptions, and community building can help with this.
And as a bonus, you also need to…
- Optimize: Use data, testing, and tracking to ensure you’re spending your time and money where it works best.
