Best-Ecommerce-Marketing-Strategies-for-Your-Online-Shop

Best Ecommerce Marketing Strategies for Your Online Shop in 2024

Truth is, there’s no better way to increase the traffic on your online shop unless you implement some

Truth is, there’s no better way to increase the traffic on your online shop unless you implement some sort of ecommerce marketing strategy.

You can’t just optimize your website but completely ignore your social media presence and expect your sales to be doubled. These two go hand in hand.

That’s why ecommerce marketing is a set of various digital marketing strategies that can bring more users to your website through different channels, such as social media, and convert them into customers. You need more than one ecommerce marketing strategy to do the trick.

In this article, you’ll find 6 best ecommerce marketing strategies with real-world examples and a special case study of a famous online shop that rocks the ecommerce game!

Let’s begin!

Best Ecommerce Marketing Strategies

No more talking, let’s get to the gist of some battle-tested ecommerce marketing strategies you should blend together to maximize your sales. Read on!

1. Find Leads on Social Media

Enable Your Social Shops

Today you can’t think of ecommerce digital marketing without social shopping popping up in your head.

With 96,9 million people shopping on social media only in the US this year, you see you’re missing out on a great opportunity to capitalize on your social media accounts.

So, if you haven’t already set up your social shops at least on Instagram and Facebook, go and do it now!

Social shops enable users to purchase products within the social platform they’re on, without redirecting to your official website.

As a matter of fact, 29% of online purchases of products shown on social media are made directly on social media. People see it, people buy it.

For instance, see how Coach is featuring their new collection and encouraging their followers to tap and explore the new products directly on Instagram.

Social-Commerce-Example-Coach

Source: Instagram

Engage With Customers on Social Platforms

Replying to your customer queries on X (Twitter), Instagram, or other social media platforms is your #1 priority on these channels.

To talk numbers, 71% of consumers expect companies to deliver personalized interactions. You must show you care about what your (potential) customers are talking about and offer your assistance as soon as you can, to avoid losing them.

You can use a social media monitoring tool to make sure you won’t miss any social mentions of your ecommerce business, even the untagged ones!

For example, you can use Mentionlytics real-time alert feature to get you instantly notified after a social media user has posted something with your brand name. That way, you’ll have a look and see if it needs your immediate response.

Try Mentionlytics for FREE

See how Sephora is quickly handling the delivery issues of a customer. This shows responsiveness, which boosts social media engagement and makes the customer feel safe that in case of a mishap Sephora’s customer support is there to help, even on social media.

Social Media Engagement - Sephora Example

Source: X (Twitter)

Partner Up With Influencers And Brand Ambassadors

With more than 80% of marketers recognizing the high quality of customers attracted by influencer marketing campaigns, it’s reasonable enough to consider partnering up with influencers, content creators, and brand ambassadors to promote your online shop.

But forget about high-profile celebrities, like famous singers. We’ve entered the era of micro-influencers (10K-100K followers) and nano-influencers (1K-10K followers).

These kinds of influencers maintain a tied and engaged social media community, interested in something specific, like natural beauty or healthy living. These influencers have established themselves as experts in their respective fields.

Today, marketers prefer nano-influencers, which may sound odd but nano-influencers have better engagement rates than creators with a larger audience.

Plus, they require a smaller budget to partner up with your brand, because their following isn’t that extensive.

You can use Mentionlytics to find social media influencers, from small creators to big stars, by using its Top Mentioners feature.

Top Mentioners in Mentionlytics

In Top Mentioners you can search for users mentioning your brand name, your competitors, or important keywords in your niche.

Then, check out their metrics, like followers, engagement rate, and more to see if their performance is significant and reach out to them to team up.

Glossier knows all this and a little more, like that 37% of people trust influencers over brands, that’s why they frequently collaborate with smaller creators to promote their beauty products and the result is spectacular!

Influencer-Collab_Glossier-Example

Source: Instagram

User-Generated Content And Customer Testimonials

Top of the list in your ecommerce promotion strategy should be leveraging user-generated content marketing to highlight your offerings.

UGC is your social proof that people buy and enjoy your products and services, which gives your potential customers extra confidence in doing the same.

Share UGC posts on your official social media accounts and include customer testimonials and reviews on your ecommerce website.

That way you show appreciation for your customers taking the time to create a video, for example, featuring your products. And you have convincing content to persuade people to become buyers.

Don’t forget that 91% of marketers say that videos have helped them increase traffic on their websites. And with UGC, you don’t even have to create videos in-house. Your customers do all the work for you.

A social listening tool like Mentionlytics can help you with tracking down all the UGC about your brand. The platform will keep scanning social media for your mentions, which are UGC in many cases.

And you’ll find all posts even if the users haven’t included your branded hashtag or tagged your official account.

You can run UGC campaigns like GoPro’s Photo of the Day, where the brand frequently shares a magnificent, adventurous photograph of a customer, taken with their GoPro camera.

GoPro-UGC-Example

Source: Instagram

Set Alerts For Your Competitors Too

As in any other marketing strategy, you need to keep an eye on your competitors in ecommerce marketing as well.

You have to know their reputation, what techniques they implement, and what types of content they post on their social media to stay competitive. But don’t scroll down their social media profiles only.

Setting alerts for every time someone mentions your competitors on social media can go a long way.

Think about it: Seeing what people are saying about your competitors on social media helps you learn from their mistakes and understand what they do better than you.

You can also spot unsatisfied customers of your competitors and target them to become your customers.

In Mentionlytics, you can set alerts for your competitors’ brand names and branded hashtags the exact same way as you do for your own brand. And the platform will notify you immediately every time there’s a new mention of them.

Bonus: Learn How to Do An Effective Competitor Analysis 

Targeted Social Media Advertising Campaigns

Social media ads give you hyper-targeting power, due to their capability of reaching very specific users in terms of interest, location, gender, and other demographics.

Some ecommerce campaign ideas are launching lead generation campaigns to attract people from your target audience to visit your website or purchase from your social shop.

Also, with a 70% average documented online shopping cart abandonment rate, you should definitely leverage social media ads to retarget website visitors who abandoned carts and make them convert by promoting special offers.

See below how Nespresso is using social ads to encourage users to shop now directly from their social shop, with a catchy caption.

Targeted Social Media Ads_Nespresso Example

2. Optimize Your Ecommerce Website

User-Friendly Website Design

There are 12 to 24 million online stores out there which means you have to differentiate your website as much as possible to stand out.

A user-friendly, easy-to-navigate ecommerce website is the key to your success in sales and reputation. Consider using a robust architecture for e-commerce to ensure not only an appealing design but also seamless navigation and optimal functionality, further enhancing the overall user experience.

When a visitor enters your online store, they don’t have time to play around. They want to find what they’re looking for and complete their order in the minimum number of steps.

A well-organized menu improves user experience. Plus, it makes it easier for the users to find what they want and intrigue their interest in more products.

For example, see how Vans has a well-structured website menu with many product categories. Isn’t this easy to navigate?

Well-designed Ecommerce Site_Vans Example

Mobile Optimization And Speed

Mobile commerce sales are expected to account for 43,4% of total retail e-commerce sales by the end of this year. To be honest, aren’t we all browsing online shops from our smartphones?

It’s quite common. In fact, in the UK which is the third-largest ecommerce market, 69% of online shopping orders were made via mobile devices for the first half of 2023.

So, do you need more reasons to make your online shop mobile-friendly?

That means presenting your images in different formats, larger icons, fast loading, and many more practices that will ensure your mobile visitors will have the best user experience.

See, for instance, how Etsy has stayed true to its original website design but with a twist to make it mobile-friendly.

Ecommerce Marketing Strategy_Mobile Optimized Website_Etsy Example

Best SEO Practices For Ecommerce

Following the best SEO practices for online shops can help your business outshine the competition.

According to Backlinko research, the website that ranks first in Google results gets 27,6% CTR. That’s why you should care about your position, even if you’re on the first page of Google.

But how can you rank first? An effective way is by optimizing your category pages. For example, optimize your category page for “leggings for women” not some specific brand, because people tend to search for general terms rather than “Nike women leggings.”

Analyzing specific SEO techniques goes beyond the purpose of this article. However, we should mention some other ways to optimize your website.

For example, including keywords in your product description and other content on your website, building backlinks, and more.

See below the Google results for the query “leggings for women.” Amazon ranks first of course!

SEO Optimized Category Page Example Results

High-Quality Product Images And Descriptions

Having high-quality, professional images and thorough descriptions will definitely make your product pages look more appealing as well as the products themselves.

This is one of the marketing strategies in ecommerce that many online shops neglect. Think of how many products you’ve seen online with just a sentence of what the product is about. We need to know more about the product, people!

Invest time and budget in getting attractive, representative photographs to promote your products and services.

Write a specific, detailed description, including sizes, weight, colors, and any other important information that your potential customer would want to know. This is ecommerce digital marketing strategy 101.

See below how Zara is showcasing their fashion items and how descriptive they are with them.

High Quality Image and Description in Ecommerce Website_Zara Example

3. Focus On Email Marketing

Building An Email Subscriber List

We’ll keep saying that there’s no ecommerce marketing plan without email marketing inside. Emailing your potential and existing customers is the most effective method of nurturing their interest and your relationship with them.

In fact, 80% of users check their email every day. That’s a unique opportunity for your online shop to communicate personalized offers, drive repetitive purchases, and engage with loyal customers. But you can’t email people without having their email address. So you need to build your email list.

This can be done in various ways such as from landing pages, where people fill out their email address and get something in return, like a guide. Or you can have a newsletter and encourage people to sign up and receive exclusive offers.

See how we motivate our website visitors to register for our newsletter.

Subscribe to our newsletter - Mentionlytics Example

Promoting Flash Sales

Emails are also an integral part of digital marketing for ecommerce because there you can promote flash sales and special offers that don’t fit in social media or other marketing channels.

Don’t get us wrong, social media marketing can bring many customers but it’s not that salesy.

On the other hand, emails can be fully commercial! And your audience is expecting that in their inbox. After all, most people sign up in such forms expecting to receive some kind of discount, coupons, or personalized offerings.

Get an idea of what flash sales emails should be like following the example of The Spark Company.

Flash-Sales-Example_The-Spark-Company

Crafting Effective Email Campaigns

Email marketing isn’t just about sending one-off emails to your audience. It’s about drip campaigns and nurturing sequences of messages, with the ultimate goal of generating new sales. It’s official that even a welcome email can increase your user engagement by up to 500%!

You can segment your audience based on their stage in the marketing funnel and create campaigns to make them convert. This can also be applied to your existing customers to nurture their interest to become loyal or even brand advocates. Word-of-mouth is working great in marketing for ecommerce too.

Here are some ideas:

  • Send a welcome email and nurture the interest of your newbies.
  • Send a monthly newsletter with new additions and exclusive offers to keep them engaged.
  • Run flash sales to motivate users to buy immediately.
  • Send vouchers to regain the interest of those who abandoned their cart.
  • Ask for feedback regularly in return for special deals.

4. Create Loyalty Programs

Customer loyalty programs are one of the best ecommerce marketing ideas, improving your customer retention.

You can reward your customer base with vouchers, free shipping, gifts, and more to encourage them to purchase from your online shop again and again. All they have to do is register for your program.

Also, you can give out special offers to customers that make referrals to your online shop and take advantage of word-of-mouth.

For example, see the remarkable customer loyalty program of Body Shop, Love Your Body Club.

Ecommerce Marketing Strategy Example_Customer Loyalty Program by Body Shop

5. Stay Local

Your online shop might cater to a worldwide audience but your ecommerce marketing strategies can be tailored to specific countries, cities, and greater areas to appear more relevant to your potential customers.

As a marketing strategy for ecommerce, hyperlocal marketing focuses on targeting potential customers in a specific location, like a city or a metropolitan area by leveraging location-based technology, such as GPS and IP address targeting.

For example, you can run a sales campaign targeted to users living in Athens, Greece at a specific time period when local shops are running their sales to become competitive at a local level.

Or in case your brand also has physical stores except for an ecommerce website, it’s a great approach to drive people to see the products you offer in real life! See the example of Diptyque below.

Local Ecommerce Marketing Example_Diptyque Example

6. Don’t Forget AI

We’re living in the era of AI, so leaving AI marketing out of your strategy is a big mistake. AI tools can help you determine the best times to send emails and tailor email content to your target customers, increasing open and click-through rates.

Additionally, AI-powered chatbots provide personalized shopping experiences, answering fast and efficiently, and offering product recommendations and support, without your team having to be alert 24/7.

And those are just a few ways where AI can help your marketing strategy for ecommerce.

To wrap it up, we conclude our list of ecommerce strategy examples with a brief case study on a successful, international online shop. Keep reading!

Successful Ecommerce Strategy Case Study: Etsy

Etsy is a success story with an ecommerce marketing strategy that has been effective for over 18 years now! Let’s begin with some basic information about it.

Etsy.com is an American e-commerce website where creators from all over the world can sell their artworks and handmade items. It’s a marketplace for vintage and non-massed-produced art, clothes, jewelry, and more.

Last year Etsy generated 2,6 billion US dollars and has 2.790 employees according to Wikipedia.

How did they achieve all this? Well, Etsy rocks the ecommerce marketing game!

The website

First of all, etsy.com is an aesthetically pleasing, user-friendly, straightforward website. It’s well-organized, minimally designed, and fast responsive.

Etsy Website Homepage

Also, as we mentioned as an example in our ecommerce marketing strategies above, it’s mobile-optimized to give a great user experience.

To continue, although Etsy is basically a community of small creators, they don’t compromise the quality of images and descriptions.

It’s true that you can find professional photographs of each item to check out its quality and detailed descriptions of what you’re about to order.

Etsy High Quality Images and Descriptions

Plus, the reviews underneath the picture are truly helpful to make up your mind.

Email campaigns

Furthermore, Etsy is running email campaigns to nurture the interest of already registered members to keep them up-to-date with what’s new in store to drive more traffic and promote recurring sales.

Etsy-Email-Campaign

Social media presence

What’s more, Etsy ensures all customers get the best support even on social media. Their team has good reflexes and offers their assistance immediately when needed.

Engaging with customer on social media example_Etsy

Source: X (Twitter)

Finally, Etsy is taking good care of its social media presence with millions of followers and thousands of likes on the official accounts. There, they do a great job of blending stunning creations with promotional posts.

 

Δείτε αυτή τη δημοσίευση στο Instagram.

 

Η δημοσίευση κοινοποιήθηκε από το χρήστη etsy (@etsy)

As you see, Etsy follows most of the ecommerce marketing strategies we analyzed above to achieve its glory, with more than 530 million visitors per month!

Inspiring, huh?

Now Over to You

So, do you feel inspired to take your ecommerce marketing strategy to a whole new level? Remember, the strategies we analyzed above guarantee results only if you blend some of them together. Don’t focus on one and neglect the others. Especially social media!

To improve your performance on social channels and drive more traffic and sales, start social listening today. Choose Mentionlytics as your social listening platform. Get your free trial now!

Maira Volitaki

About Maira Volitaki

Just a content manager here who loves researching and writing about all things marketing. But when off-duty, you’ll find me lost in a mystery book or binge-watching TV shows... or petting the nearest dog! 🐶 Feel free to drop me a line on LinkedIn.