How will you make use of the huge amount of data it collects? Find out how to take e-commerce marketing to the next level.
What is e-commerce marketing?
E-commerce marketing means promotion to generate online sales. E-commerce is short for electronics commerce, meaning electronic commerce. E-commerce includes all forms of online sales. Think products, services, music, movies and even tickets. E-commerce marketing is therefore broader than just webshops advertising, as is often thought.
In short, e-commerce marketing focuses on generating website visitors through visibility. This visibility can be created in various ways. When each marketing channel works well together, the highest return is achieved from e-commerce marketing.
Why use e-commerce marketing?
Investing in e-commerce marketing helps webshop growth and success significantly. It offers the following four benefits, among others:
Brand awareness
E-commerce marketing enables the webshop to appeal to a global audience. There are no limitations. Using all channels such as SEO, SEA, social media and e-mail, brand awareness is increased.
Cost-effective
Traditional (offline) marketing is a big investment due to physical materials such as printing. E-commerce marketing is relatively cheap to deploy and often has a high return on investment. This is because the channels precisely target customers of interest to the webshop.
Availability
Reaching customers with e-commerce marketing happens 24/7. Whether the customer sees an ad from the webshop at midnight or at six o'clock in the morning when he gets up: this is always going on. E-commerce marketing never stands still.
Datadriven
In every step of e-commerce marketing, webshops collect valuable information on customer behaviour, preferences and buying patterns. Thanks to this available data, marketing strategies can be refined based on data.
Setting up e-commerce marketing strategy
Using e-commerce marketing? Create a strategy first. This is useful for looking at the results afterwards and then adjusting the strategy where necessary. Setting up an e-commerce marketing strategy requires planning. By following the steps below, you will quickly have an e-commerce marketing strategy in place.
1. E-commerce marketing: identify target audience
Start by identifying the target audience(s). Make an overview of the website visitors as they are now. And then which target group needs to be reached. This can be done based on demographics, behaviour and interests. Get clear on who the target audience for the website is and what motivates them.
2. E-commerce marketing: setting goals
The next step is to set achievable goals. What should e-commerce marketing achieve? Formulate the goals SMART. For example, ‘Increase monthly sales by 15% within the next quarter’.
After the goals are set, define the KPIs. These are Key Performance Indicators, such as conversion rate, average order value and customer retention. Anything to track progress as specifically as possible.
3. E-commerce marketing: defining channels
The objectives and goals are clear. Now, it is time to start using e-commerce marketing to attract as many website visitors as possible. Attracting visitors is done via different types of channels, so the customer is attracted to your webshop in every possible way. Below are several examples of channels.
3.1 E-commerce marketing: SEO
One component of content marketing is SEO. Thinking about keyword-oriented writing will ultimately make the website more visible in Google. This does not always mean writing many pages of text in bulk. Quality texts that rank well can be compact. Keep in mind the ever-changing SEO landscape. Where it used to be writing a text with many keywords in one text, it is not the case today. Therefore, keep an eye on SEO trends and move with Google's requirements here. One of today's SEO trends is that not only Google, but also a Pinterest, YouTube, TikTok and Instagram are used as search engines.
3.2. E-commerce marketing: email marketing
Has content marketing brought traffic across the website? Then it is now time to retain this traffic by communicating with customers regularly. Persuade them to visit the website again and proceed to purchase. Creating workflows that belong to each stage of the customer journey helps with this. For example:
- Welcome series: Send a series of emails to welcome new subscribers and introduce them to your brand.
- Abandoned cart: Send reminders to customers who have abandoned their cart to encourage them to complete their purchase.
- Follow-up: Send thank you emails and requests for reviews after a purchase to encourage customer satisfaction and repeat purchases.
With e-mail marketing, you reach your current customer base. This channel lends itself perfectly to retention. Think about stimulating repeat purchases, retaining customers with fun discounts or getting a specific customer group excited about a campaign. E-mail marketing is much broader than most people think. Therefore, think carefully about the strategy. Exploit as many opportunities as possible, but make sure not to bombard customers with several e-mails a day.
3.3. E-commerce marketing: Ads (SEA)
What should not be missing from the list of e-commerce marketing are paid ads. Also known as SEA (Search Engine Advertising). With paid ads, a webshop gets a lot of traffic across its website at once. Unlike SEO, SEA does not have a long lead time. It's putting up an ad, finding the right bidding strategy and keywords and go. There are several options for paid ads:
- PPC ads (pay per click): Use Google Ads and social media ads to drive targeted traffic to the website.
- Retargeting: Set up retargeting campaigns to re-target visitors who leave the site without purchasing. You do this with display ads from the Google network.
3.4. E-commerce marketing: content marketing
One component of e-commerce marketing is content marketing. Produce content that is informative and engaging. Think blogs, videos and product manuals. For content marketing, make a plan of what to do first. Attractive product texts? Blogs? Or just good product videos. Everything contributes to more website traffic. Don't underestimate the power of good content marketing. With the right content marketing, the web shop will get better and better attention from Google. And, via Google, ultimately to the customer again.
This means producing content that is not only informative, but also engaging. Think about creating blogs that offer in-depth insights, videos that explain complex topics simply and product manuals that really help customers move forward.
Valuable content keeps audiences coming back because they know the information is of use to them. However, creating content is only half the challenge. To ensure that the target audience actually finds your content, SEO-focused writing is needed. This means optimising the content for keywords relevant to the target audience. Research which terms the audience uses and incorporate them naturally into the texts. This makes the content more findable in search engines, ultimately leading to more traffic and conversions.
3.5. E-commerce marketing: social media marketing
Social media marketing is no longer an option, but a necessity. How do you position a brand correctly and create engagement at the same time? To be successful on social media, it is important to think carefully about which social media platforms the webshop is active on. And how to build engagement.
The first, and perhaps the most important aspect of social media marketing, is choosing the right platform. Not every social media platform is suitable for your brand. It is essential to understand where your target audience is most active. Instagram and Pinterest are platforms when selling visually appealing products, while LinkedIn lends itself better to B2B marketing. Platform chosen? Then focus on engagement. This means posting regular updates, such as new product launches, customer stories or promotions. But it doesn't stop at posting content. Active interaction with followers is crucial. Respond to comments, ask questions and engage followers with the brand. By engaging in a dialogue and building a community, you create a loyal customer base.
4. E-commerce marketing: customer retention
One component that people often fail to attribute to e-commerce marketing is customer retention. Attention is often paid to attracting new customers, but not to retaining them. Customer retention is not only cost-effective but also helps build customer base.
One of the most effective ways to increase customer retention is to set up loyalty programmes. These programmes reward customers for repeat purchases and can be a key driver of long-term customer relationships. Consider points programmes where customers collect points on every purchase, which they later redeem for discounts or free products. Or offer exclusive benefits for loyal customers, such as early access to sales or special offers. By rewarding customers for their loyalty, you give them a good reason to keep coming back. Besides loyalty programmes, customer service plays a crucial role in customer retention. Customers feel more valued and are more loyal to brands that respond quickly and efficiently to their needs. Make sure customer service is easily accessible through various channels, such as email, phone, and social media. It is also important to adopt a customer-centric approach that involves listening. Emotional attachment to an organisation also results in customer satisfaction. Satisfied customers are the best ambassadors for the brand.
5. E-commerce marketing: integrating tools
One of the biggest advantages of e-commerce marketing is the ability to automate many of the marketing processes. Marketing automation platforms such as Reloadify, HubSpot, Klaviyo and Mailchimp are powerful tools that allow you to run personalized marketing campaigns at scale. Choose a platform that works seamlessly with the e-commerce environment. This will save a lot of time.
Data synchronization: maximum insights and personalization
Another aspect of tool integration in e-commerce marketing is data synchronization. Make sure customer information is always up-to-date with the right integrations. For example: the customer makes a purchase. Or updates his preferences. This information should be immediately visible in the marketing automation platform. This way, immediate action can be taken on this information.
6. Analysis and adaptation
Successful e-commerce marketing requires not only setting up effective campaigns, but also continuously measuring and optimizing these efforts. Tools such as Google Analytics offer comprehensive insights into visitor behavior, campaign performance, and which products or pages perform best. By analyzing this data, it is easier to understand what works and where the bottlenecks are. Are there pages where many visitors are dropping out? Which marketing channels produce the most conversions? By answering these questions using data, targeted improvements can be made.
Optimization: Continuous improvement
Analysis is only the first step. To achieve real results, you need to constantly adjust the strategy based on the data and insights gathered. This process of optimization is essential. It means adjusting ads to better match the target audience. Or optimizing the website for a better user experience. Or fine-tune e-mail campaigns based on open and click rates. Optimization is an ongoing process; what works today may not be as effective tomorrow. Therefore, always stay sharp and flexible.
E-commerce marketing tips
Looking for some e-commerce marketing tips? Then read on quickly.
Optimize the website for mobile
Make sure the website is fully optimized for mobile devices. A large proportion of online traffic today comes via smartphones and tablets, A responsive and user-friendly mobile experience is essential.
Use social proof
Customer reviews, testimonials and user-generated content (such as photos or videos of customers using the product) are powerful. They build trust and can significantly increase conversion rates.
Offer clear return policies
Customers appreciate transparency. A clear and customer-friendly return policy, along with options for free shipping, positively influences the buying decision.
Start a loyalty program
Reward returning customers with points, discounts or exclusive offers. This not only helps keep customers coming back, but also strengthens their bond with your brand.
Focus on customer service
Provide excellent customer service that is easily accessible through various channels. Quick and helpful support makes the difference between a one-time buyer and a loyal customer.
Run A/B tests
Test different elements of the website and marketing campaigns, such as headers, images, CTAs (Call-to-Actions), and email topics. A/B testing helps you understand what works best and increase conversion rates.
Use influencer marketing
Work with influencers who have a strong following within the target audience. This helps to introduce the products to a wider audience.
Improve product pages
Optimize product pages by adding clear descriptions, images, and videos. Also add reviews and FAQ sections to clear possible doubts from customers.
Offer bundle discounts
Encourage higher orders by offering bundle discounts. Customers get a discount if they buy multiple products together, which increases the average order value.
Tap into urgency and scarcity
Create a sense of urgency and scarcity to encourage buyers to act quickly. You do this by showing limited stock, countdown clocks, or temporary offers.
Implement live chat
Offer live chat on the website to answer customers' questions directly and guide them through the purchase process. This significantly improves conversion rates.
Offer subscription options
If you have products that are used or replaced regularly, consider offering a subscription model. This ensures recurring revenue and higher customer loyalty.
Analyze the competition
Keep an eye on competitors to see what they are doing well and what you can learn from. This can help you refine your own strategy and stand out in the market.
Applying these additional tips will further strengthen your e-commerce marketing strategy. This way, you will improve your competitive position in the market.
Inevitable for e-commerce marketing: CDP
With e-commerce marketing, you amass an incredible amount of data. This is where the Customer Data Platform (CDP) comes in. A Customer Data Platform (CDP) is an advanced software solution that collects, organises and merges all customer data from different sources into one unified customer profile. Unlike traditional data storage methods, a CDP provides a central place where all data is brought together.
The benefits of a CDP for e-commerce marketing
Personalized customer experiences
One of the biggest advantages of a CDP is its ability to create highly personalized customer experiences. By integrating all customer data - from purchase history and website behavior to email interactions and social media activity - you can understand exactly what customers want and need. This allows you to make personalized product recommendations and send targeted emails. In addition, even website content can be dynamically adjusted.
Efficiency in marketing
With a CDP, customer data management becomes much more efficient. Instead of collecting and analyzing data manually from different sources, a CDP provides a centralized system that pulls everything together. This saves time. But, it also makes it easier to create consistent and targeted marketing campaigns.
Improved customer loyalty and retention
By using the insights provided by a CDP, customer needs can be effectively addressed. By setting up relevant and timely communications, you strengthen the bond with customers. That way, you promote their loyalty.
Accurate data analysis and insights
A CDP offers extensive possibilities for data analysis. By having all customer data in one place, analyses are much easier to perform. This helps to predict customer behavior and measure the ROI of marketing campaigns. The insights you get from a CDP also help with strategic decisions.
Implementing a CDP: where to start?
Implementing a CDP starts with selecting a platform that suits the company's needs. Well-known CDP solutions such as Reloadify, Segment or Tealium offer extensive integration capabilities and flexible data management options. Once you have chosen a CDP, it is important to ensure that all your data sources are seamlessly integrated into it. It is also crucial to train a team on how to use the CDP so that they can make the best use of the available features.
E-commerce marketing: start today
E-commerce marketing is a complex and multifaceted field that requires constant attention and optimization. From creating visibility and attracting visitors to implementing advanced tools. Every aspect plays a crucial role in webshop success. It starts with setting up a strong strategy. Next, it is important to choose the right marketing channels. Keep refining the strategy and keep learning from the data. Make sure you always respond to changing customer needs. This is how you build a future-proof e-commerce business. Start e-commerce marketing today? Sign up and get started right away.
