It is no longer enough to be online, but you need to be visible. The advent of the internet, electronic commerce and the spread of social networks have radically changed our lives and above all the way we sell and shop. This is why it is necessary to keep up with new trends and develop increasingly innovative and competitive marketing strategies. The rules of traditional marketing, focused on the company and its products and services, no longer apply, but those of digital marketing, focused on customers and their experiences, now essential to support any sales strategy: especially that of e-commerce sites . But how promote an e-commerce with marketing?
The pandemic has also played its part: with the lockdown and the restrictions more and more people have learned to use the web and online services, especially in terms of purchases. All this has resulted in a strong competitive imbalance between offline and online stores. For this reason, even small businesses must ride the wave of digitization because e-commerce in the future is destined to be one of the driving sectors of the economy.
Everything now revolves around the web. Opening an e-commerce does not mean building a site, inserting products and prices or passively intercepting customers. To be successful you need to have a functioning platform, centered on the target and work on the needs of users and improve their experience (Customer Experience), always putting them in the foreground and developing a deep and personalized relationship through the adoption of strategies that integrate advertising, communication and measurement of results. Adopt one multi-channel policy which includes the online shop, social networks and e-mail marketing is the way to get a successful site.
Often, in order to save money, one avoids relying on a marketing agency for the management of one's site. Then nothing is sold. Why? The competition is so high that to be competitive you need to know and have all the digital tools. First of all, market analysis, site optimization, social media marketing, digital mobile marketing and advertising campaigns.
Therefore, the digital marketing and e-commerce are closely related. But how? E-commerce sites use all digital channels to promote their products and grow their business. Marketing applied to e-commerce uses the principles of digital and inbound marketing to convert leads generation into customers.
But what are the main digital marketing strategies applicable to e-commerce? A transparent platform, captivating advertising and reliable payment systems but also relying on survey templates and tools to measure data are all elements that must be included in a successful digital marketing strategy. In addition, there are no timetables on the Internet - the greatest tendency to do shopping online during the night it requires an always active customer service, able to respond quickly to user requests.
The site must be mobile-friendly. One of the main mistakes is forgetting that users access the site through smartphone, now the extension of our arm. The traffic generated through these devices is always increasing, so we need to create the user experience from a point of view “Mobile-first”, also because Google has stopped indexing sites that are not.
And to make it visible? This is where the business of SEM (Search Engine Marketing) which can be divided into two groups: the SEA(Search Engine Advertising) and the SEO (Search Engine Optimization). The first is a more immediate paid activity with measurable results in the short term. While the second is free and concerns the positioning that is obtained through research, keyword analysis and SEO friendly copywriting. However, it can take months to get results. But first of all we must not overlook the Content Marketing. Creating good quality content allows you to increase sales, attract users and work on brand awareness.
In today's world there is no e-commerce site without social media sponsorship: Facebook, Instagram, Tik Tok, Linkedn Twitter, YouTube and so on. Everyone knows how to use them but few know how to do it right. Developing a strategic social media marketing plan will allow your business to get noticed and stand out in the digital sea. Being able to do visual storytelling is not easy, so you can turn to specialists: influencer marketing.
If you want to position for informational keywords, then a strategy Comment Marketing is essential, i.e. the drafting, optimization and management of comments on the Internet. Everything must be studied strategically in order to intelligently promote your site. While the product details , category they are positioned for commercial and transactional research, providing detailed and timely information on the items that the site sells.
Once you have managed to bring users to your site, you need an e-mail marketing contact list in order to transform the visitor into a qualified lead. Selling on e-commerce cannot be limited to the concept of transaction or sale but the contact must be cultivated through the optimization of Customer Relationship Management (CRM).
Avoid abandoned carts. Most users who interrupt a purchase process do so due to high shipping costs. When the consumer discovers the "deception" he interrupts the transaction and leaves the site. To solve this problem, transparency and honesty right from the start are the best weapons for customer loyalty.
Even the eye wants its part. A nice and usable design improves user navigation by increasing their time spent on the site. Today, the success of an e-commerce site is closely linked to the user experience. In fact, the reviews they are the first source of information to consult for a possible buyer. So you have to work on the good ones and satisfy your customers as much as possible. You can swim or sink in the ocean of the Internet. You always need to keep your attention on the markets and on the competitive context…Surely a good digital marketing strategy is the beating heart of a successful e-commerce site.
