Due to several factors, including the pandemic, ecommerce is growing at a rapid pace. While the pandemic may have pushed more people to order online for the first time, it just accelerated changes in shopping behavior that were already occurring.
As ecommerce continues to grow, the clear question is how to reach out and stay in touch with customers who prefer to shop online. What type of marketing plan works the best for engaging with online customers?
Traditional marketing methods of print ads, television, and radio are costly, and there is no way to track your success in driving traffic and business to your company. Small businesses often have a low budget for marketing and require proof of a return on investment (ROI). For these reasons, it makes sense to use alternative marketing methods. This is where digital marketing can help.
What is Digital Marketing?
Digital marketing encompasses all the ways of marketing to people online, such as:
- Email marketing
- Social media marketing
- Search engine marketing
- Search engine optimizing (SEO)
- Content marketing
Digital marketing connects with prospects and customers using digital technology to target their ideal customers and prospects through personalized campaigns. You can use digital marketing to promote brand awareness, inform customers about new products or services, and invite prospects to learn more about your company.
If you have or are planning to have an ecommerce website, digital marketing is even more crucial. Ecommerce customers are already searching online for a product or service, and using digital marketing for ecommerce is the best way to engage with them.
Benefits of Digital Marketing for Ecommerce
You may be thinking that traditional marketing has always worked for your company, so why bother with digital marketing? The question you should be asking is how many more customers can you reach through digital marketing than you are reaching now?
Digital marketing has several benefits for your small business including:
1. Improves Brand Awareness
Digital marketing gives you a wide range of channels to connect and engage with people. You can raise brand awareness by marketing your website, creating content interesting to your target market, and connecting with them on social media sites. Using a variety of digital marketing techniques, you can convert prospects into customers, and customers into repeat business. And you can build your audience on a continual basis with digital marketing strategies.
2. Connects to a Huge Potential Market
Digital marketing for ecommerce opens up a huge global market. According to a recent study from Statistica, online retail sales made up 18 percent of worldwide retail sales, and this number is expected to grow to 21.8 percent by 2024.
This is a market that you can’t afford to miss. You can literally reach people around the globe, and you’re only limited by whether you can ship your product to them.
3. Promotes Your Website & Ecommerce Store
Digital marketing promotes your website and ecommerce store, driving traffic to them from various channels. It all starts with having a mobile-friendly website that is easy to navigate and contains content that your prospects are looking for.
Your website acts as your business card online, letting people know that you are an authentic company with authority in your field. It also contains content displaying your expertise in your field. Digital marketing is what connects your website to the search engine results pages (SERPs) that offer links to content that answers the query. The more you can connect to queries in your area of expertise, the better chance you have of driving traffic to your website and/or ecommerce site.
4. Improves Search Engine Ranking
Since most people start their search with a search engine, it’s important for your company to rank as high as possible in SERPs. Since “75% of users never scroll past the first page of search results,” being on the first page makes a difference in website traffic.
Digital marketing techniques including search engine optimization (SEO), search engine marketing (SEM), and content marketing play a big role in achieving a high rank in SERPs. Even the smallest business can rank for long-tail keywords that are personalized for your target market.
5. Boosts in Competitive Market
Digital marketing for ecommerce is one area where you can compete with large national companies. Using unique content designed for your products or services means that you will rank higher for long-tail descriptive keywords. Small businesses do well with in-depth keywords for their products, including geographic tags, even if you don’t have a brick-and-mortar location. Many people like to buy from local companies.
Digital marketing for ecommerce can boost your company’s standing and increase your revenues.
6. Improves Customer Engagement and Retention
Coordinating your digital marketing strategies across multiple channels will build your following on each channel. Then, you have multiple ways to keep visitors engaged with your brand.
You can use so many tools to keep customers interested, such as:
- Seasonal events
- Gated content
- Email newsletters
Building trust with your prospects will increase sales, and engaging with customers keeps them interested and coming back. How you decide to engage using digital marketing depends on your industry standards and what you are selling. For instance, selling a single movie is marketed differently than selling a movie subscription. This is where an expert in digital marketing for ecommerce can be a great help, because they have experience in what works for ecommerce, and what doesn’t. Ultimately, you know your ideal customer profile best, and you can make your marketing plan with your customers in mind.