It can be tempting to chase after every single one, but that’s a sure way to not be effective at any of them. That being said, make sure to include specific goals and metrics, such as: You (or the company leadership) must be able to answer these basic questions. Increase AOV by X% on Black Friday & Cyber Monday. Noticias sobre la situación de los e-commerce tanto en España como a nivel Internacional. When building out a marketing plan for your online store, there are several paths you could follow — we listed many of them above. So, make sure your emails are contextual and engaging. Testimonials are essentially tailored reviews because you typically produce them from interviews where you can ask specific questions that get to the points you want to address and share with prospects. As marketing tactics and marketplace algorithms evolve, so too must your strategy in order to win the highest return on ad spend – as well as return on operating costs associated with non-paid growth strategies like SEO. Por medio de las plataformas de e-Commerce más confiables y fáciles de usar en el mercado, personalizamos tu tienda bajo el tono e identidad de tu marca, cargamos tu catálogo de productos, e integramos las pasarelas de pago seguras. If a website visitor fails to complete a transaction while they’re in your shopping cart, consider sending a polite email to remind them to complete the checkout process, offer assistance, or recommend other related products to get their mind back on you and their browser back to your ecommerce store. YouTube has over a billion active users … chances are your target audience is somewhere in there. Your ecommerce marketing tactics will be viewable and easily maneuverable via any device (e.g. One great thing about affiliate marketing for ecommerce merchants is that you only pay after a sale occurs. Discover leading strategies and tactics - directly from industry experts - at our online, on-demand conference. Therefore, ensuring your ecommerce product catalog is synced with Facebook and Instagram will allow more customers to find your products and increase the effectiveness of your social advertising campaigns. In theory, this option can be the best of both worlds, and in practice that CAN be the case when all parties are aligned. There are countless ecommerce marketing tactics that you can employ to drive visitors to your online store beyond the traditional methods that we reviewed above. A marketing goal can be traffic, revenue or customer based. Local marketing – also known as “location-based marketing” and “neighborhood marketing” – is the process of optimizing your website and online advertising to help drive foot traffic and awareness in local regions. Don’t spend money haphazardly, but depending on the size of your budget, running some simple test cases in smaller markets can provide you with the ammunition you need to justify a budget increase, validate your prior recommendations and/or open the door to an entirely new market opportunity. Can cause friction if teams aren’t aligned. Editor's note: This post was originally published in February 2019 and has been updated for comprehensiveness. Originalmente el término se aplicaba a la realización de transacciones mediante medios electrónicos, como por ejemplo el intercambio electrónico de datos . Ecommerce marketers can use social media, digital content, search engines, and email campaigns to attract visitors and facilitate purchases online. If you sell wedding dresses, for example, a Google search for "brown bridesmaid dress" is more likely to produce product pages like yours if you’ve included that term on the page. Según un reciente informe de IBM, la pandemia adelantará el cambio al comercio electrónico en 5 años, y 2020 cerrará con un crecimiento del 20% en el comercio online. Download a PDF version for easier offline reading and sharing with coworkers. As you can imagine, when your company grows, your marketing needs grow. With US ecommerce revenue slated to hit $4.9 trillion in 2023, you don’t want to miss the boat. There is absolutely no replacement for following up with customers at every stage of the purchase journey (and I don’t mean just by sending a single “Please leave us a review!” email). If you’re a small business, this is when you start laying the groundwork for future growth, and if you’re more established, this is how you expedite your growth trajectory. In terms of online or ecommerce marketing and selling, these ads may come in the form of display ads, banner ads, or rich media ads. We're committed to your privacy. Optimize your product pages for short, product-driven keywords that include the name of the product. If you’re an established business, consider hiring an experienced agency. Instagram is an appropriate platform for ecommerce businesses because it enables you to post sharp product photography and expand your product's reach beyond its purchase page. Everything You Need to Know About Achieving PCI Compliance [Checklist Included], How To Write Product Descriptions To Grow Sales [Samples Below + Updated in 2020], The Results Are In: The 22 Best Ecommerce Website Designs of 2020, The Complete Guide to Advertising on Facebook: Strategies That Convert [in 2020], Google’s Doubling Down on Ads: How to Create a Profitable Google Shopping Campaign (Updated for 2020). This way, you’ll support your customers' long-term success which, in turn, will boost loyalty. If you manage an online wedding dress store, writing blog posts about "how to plan a wedding" can attract everyone involved in wedding preparations no matter where they are in the planning process. This helps in a couple ways: 1) It drives traffic to your ecommerce store, and 2) it builds an authentic following of people who are interested in what you offer. To be clear, there’s no shortage of literature around “how to develop a marketing plan.”. SEO is more about adhering to on-site best practices, allow customers to discover your products, ensuring your ecommerce product catalog is synced with Facebook and Instagram. Some best practices for this type of email are to ask them to write a review of your product and/or read original content on how to use your product (those YouTube videos you created would be perfect here). Ensure your pricing and positioning provides real value to your target audience. Yes, please! The best part about email marketing? Of course, if you’re a reseller of other brands, make sure your prices are competitive before diving in. Companies that use personalization are seeing revenue increases ranging from 6-10%. E-commerce and e-marketing are both widely used in the digital marketing world as they have been gaining popularity over the past few years.. Download our ecommerce planning and sales tracking templates. So, do your homework. But to a certain extent, brands have been nudged towards the paid advertising route to produce the best results. Quite simply, the breadth of knowledge and experience that a talented marketer can bring to your business can’t be understated. The term is commonly used to denote Instagram accounts with several thousand followers, but it could also mean a celebrity or community that your target audience follows or belongs to. Like I explained with PPC advertising, social media marketing has its own set of nuances and jargon that can sometimes get intertwined. In a sense, ecommerce marketers feel like kids in a candy store, trying to decide which new flavors to try today. Research. It may not have immediate ROI, but it’s a long-haul play that always converts.”, – Kaleigh Moore, Freelance Writer, Researcher and Analyst, “Avoid complacency. You can use customer testimonials to get the word out about how great your product is. El usuario debe sentirse cómodo y seguro en las transacciones y compras que realiza. Depending on your industry, location, business size, and a multitude of other factors, there are some standards you can use to measure your goals against — those standards are industry benchmarks. But then again, the wealth of strategies and channels that can help drive online sales is enormous (and continuing to grow). BigCommerce’s own community group is only one. This ecommerce marketing guide will explore all of the digital media available today. Balance de resultados y estrategias de marketing. They are meant to relate to your buyer persona, so you should interview customers that most closely represent your target audience. And without an understanding of the ecommerce marketing landscape, you’re at a severe disadvantage. Unless you’re pounding the pavement to build awareness, your ecommerce website will exist in a vacuum. These methods help you eliminate friction from the buying process. Free and premium plans, Content management system software. That’s exactly what user-generated content, or UGC, is. Save my name, email, and website in this browser for the next time I comment. El ecommerce o comercio online ya no es una moda, es una realidad y también representa el futuro para muchos negocios. Whether you are packing and shipping yourself, overseeing a small team, or leveraging a third party fulfillment shop, you need to know whether your fulfillment processes can meet the demand of your upcoming marketing push. On one hand, simply building a modern, feature-rich, and user-friendly website may seem like a daunting task (hint, hint: it doesn’t have to be with the right resources). Ecommerce websites can use all of the above digital channels to promote a product and grow their business. Difficult and time consuming to fire or employee if they fall short of expectations. Brands, publishers, contractors, and growing businesses all launch pages on today's most popular social networks to connect with their audience and post content that the audience is interested in. You focus on building your brand. Depending on your business size, you can have a live person available to chat with potential customers who visit your store. Here are two ways an ecommerce marketer might use email marketing. Marketing automation software. If you’re a startup, consider hiring a freelancer to help with more nuanced parts of your business like branding, paid advertising, or website maintenance. Your email address will not be published. Stay up to date with the latest marketing, sales, and service tips and news. Ecommerce marketing and digital marketing are not mutually exclusive. Learn about ecommerce marketing and find out how to use today's most valuable marketing channels to develop an ecommerce marketing strategy. If you’re looking for a massive, captive audience, YouTube is where you’ll find it. It’s also very ROI positive. Thus, they’re a valuable tool in a marketers toolkit. After reading this comprehensive list of strategies, tools, and resources, you’ll be well on your way to creating a real impact and getting real revenue. You can take your social media posts a step further by creating shoppable content, which is content that enables visitors to buy right away. Influencer marketing is most commonly seen across social media, YouTube channels, and well known blogs. Influencer marketing focuses on people or brands that influence your target market. Let’s get into some more creative ways you can market your ecommerce business. The MBA school – MBA ESG – has 37 programs scheduled for 2018, more than 1,000 students enrolled each year, 70 percent professional faculty and a 13,000-strong alumni network. Free and premium plans, Customer service software. Often times, digital marketing agencies can offer a wide set of services performed by highly specialized, experienced professionals. And there’s no way around it. Asumiendo que ya se tiene claro el modelo de negocio, los cuatro pilares más importantes para abrir un e-commerce que funcione son: This time, by Benjamin Franklin. Ecommerce marketing is the process of making sales by building and raising consciousness about an online store’s product offerings and brand. since it generated 60% of clicks on Google in Q1 2018. Not to mention, they can be much less expensive than full-time employees. Then, offer discounted (or free) shipping to potential customers in the areas where you have warehouses or shipping facilities. Deeply familiar with the brand and industry. But it’s important to set realistic expectations and outline a roadmap for growth. Whether you decide to go the bot or human route, live chat will prove especially effective while people are browsing your store so they can get answers right away and when they’re in the checkout process to mitigate any objections just before buying. You sure do. Chatbots — you’ve heard about them, right? You’re all in this together, and you all possess a deep understanding of the company’s current pain points and ultimate vision. To save you some time, the following social networks have proven to be the most widely-adopted and practical for ecommerce marketing: Social Commerce – As mentioned, social networks are constantly searching for new ways to entice brands, and more importantly, advertisers to their networks. A strategy gives your goal a path. Quite simply, Google serves the user a text-only advertisement based on the user’s search terms. (Check out this post for some examples of successful responsive web design.). Building a Marketing Team: In-House vs Agency. El 65,2% de los españoles afirma haber recibido alguna vez productos electrónicos falsificados comprados online. This is why ecommerce marketers often register with Google AdWords and promote their product pages through PPC campaigns. Huge networks, like Google and Facebook, will continue to offer new ways to reach customers and attract more advertising dollars. Remember, there’s no “magic bullet” when it comes to building brand awareness and driving ecommerce sales. Not to mention, the time it takes to hire and train employees can lead to missed opportunities, depending on the situation. In a time when data privacy runs high on an internet user's priority list, not every commercial email is welcome in that user's inbox. The tools are out there. Diseñando KPI´S y trabajando el ROI por acción, por campaña, por plan y por estrategia. Is the technology I’m currently using to track the effectiveness of my marketing efforts adequate? While you may be tempted to go off to the races, intentionality is key when you first begin developing an ecommerce marketing strategy. If you don’t have a clear understanding of who you’re targeting, what characteristics define them and where they’re located — you’re bound to run inefficient campaigns that waste money targeting low-converting, unqualified individuals. Meanwhile, ecommerce advertising includes the methods through which you actually promote your product. Of course, there are opportunities for testing and refinement throughout your product’s lifecycle, but by doing a little more work up front, you’ll be better off in the long run. But rather, it’s a question of need, circumstances, and fit. Personalization is finding ways to cater to individuals within the marketing materials that you already have; it is tailoring your outputs to reflect the unique needs of your consumer. Beyond that, you can get even more creative. A few of your action items would be: set up a Google Ads account, determine your ad spend, create an ad group based on your target keywords, and monitor your account daily. Be tireless with optimizing your online store and marketing channels for increasing conversion rate. The sales are tracked via affiliate links, which can be implemented by using various affiliate programs. Here are some ways to use content to market your ecommerce store. should we hire an agency or build an in-house team? If a user has already purchased a product from your website — and agreed to receive emails from you during the checkout process — sending a follow-up email a few days after the product is delivered keeps the conversation going and gauges their future interest in your product line. In order to effectively grow an ecommerce business – whether or not you have a retail presence – you need a well-thought-out ecommerce marketing plan to drive brand awareness and increase sales. In fact, 70-80% of Google users are only focusing on the organic search results. Therefore, a brand will align with an “influencer” – aka, somebody who has a large following and credibility within a certain niche. Marketing doesn’t stop after a sale is made. For the purposes of this blog post, and in the name of crafting a sound ecommerce marketing plan, we’ll focus on what can have the biggest impact on your brand. Meaning, in a world where people are always on-the-go and visiting websites and viewing ecommerce marketing materials via a variety of devices from an array of locations, your content will be easy to read and simple to navigate for all users. How much money can we allocate towards either route? And unfortunately, this is where the one-size-fits-all answers stop. Word-of-mouth marketing is one of the most powerful marketing tools out here. You’ve seen some positive momentum and you’re ready to fan the flames. While SEO relies on your knowledge of Google's ranking algorithm to optimize content, SEM can involve pay-per-click (PPC) campaigns, display campaigns, or product-specific ad campaigns (think Google Shopping), which allow you to pay for top spots on search engine results pages. Users abandon their shopping carts for a number of reasons, and emails to diagnose the problem and retain their business can make the difference between a purchase and a lost customer. But I would also encourage you to double check. Guest posts can get you and your products in front of relevant audiences (oftentimes for free). This ecommerce marketing guide will explore all of the digital media available today. Merchants also get to choose their own commission rates, with is a percentage of the sale price usually ranging from 5 to 30%. Then, each product will be automatically shown to interested customers with up-to-date pricing and availability, which is a great tool for Ecommerce marketers. Customer. That’s a goal you can aim your ecommerce store at. E-commerce marketing strategies can make or break your online business. Unfortunately, when it comes to ecommerce marketing, this notion is completely false. Also, make sure that your page titles, headers, and image alt text focus on the right keywords so search engines know to return your ecommerce store for the right query. Marketing 4 eCommerce es el portal online líder especializado en marketing para comercio electrónico. It is, therefore, easy for them to garner attention around your online product through a recommendation, or “sponsored post.”. I don’t know how you could possibly go wrong with this approach.”, – Alex Birkett, Growth Marketing Manager, HubSpot, As a company outlines its potential growth strategy, the inevitable question arises, “should we hire an agency or build an in-house team?”. On Google, PPC campaigns guarantee that potential buyers will see a link to your page when they enter search terms that match the terms of your campaign. See all integrations. e-commerce Marketing 26 noviembre 2020. Ecommerce websites are highly visual — you have to show off the product, after all — so your success on social media depends on your use of imagery to drive attention and traffic to your product pages. As marketers, we are tasked with understanding best practices and implementing strategic campaigns that engage potential customers, create brand advocates and eventually, fuel the bottom line. When you build it, they don’t necessarily come. At the end of the day, customers are willing to read emails that pique their personal interests. ... Acceso completo al curso de E-commerce de por vida. Using digital and inbound marketing just the right way, you can create campaigns that are designed to help your online store attract customers and grow better. Some ways to mitigate shopping cart abandonment are: If you’re using WooCommerce to run your online shop, take a look at HubSpot for WooCommerce to add abandoned cart sequences into your marketing program. The incentive might be just what you need to gain a new customer. As an ecommerce marketer, you can do the same thing, but the campaigns you run might look a bit different, and not every social network is a good fit for your needs. Questions to consider that can guide your thinking: Hiring an experienced agency can be an excellent choice for any company. By this point, you have a good understanding of what’s working, what needs improvement, and what opportunities still exist. ESG Environmental, Social and Governance. Pay-per-Click advertising or PPC can be one of the foundational elements in your ecommerce marketing strategy. From focusing on organic traffic and SEO to using Facebook or Google ads to drive targeted traffic, you can mix and match paid strategies with non-paid strategies all in an effort to figure out which mix converts the most people. Leave no stone unturned. Display ads can also be served to the user based on the subject matter of the article or website the user is viewing. Mine your reviews for patterns and sticky phrases. As mentioned in our definition above, ecommerce marketing is about driving awareness and action towards your product or service. +300 papers con contenido informativo vanguarditas del E-commerce. And at the bottom, you’ll see Google search network advertisements, Instagram retargeting ads, and direct email communication. laptop, smartphone, iPad or tablet). Fashionistas who share their style guides on Instagram and competitive gamers who stream game reviews on YouTube or Twitch are generating measurable results when asked to subtly promote a brand. Typically, more expensive than an agency. When crafting a comprehensive ecommerce marketing plan, email can play a very important role. Sign up for our weekly newsletter. ESG Ecoles de commerce | 14,603 followers on LinkedIn. But don’t worry, the strategies and tactics the next section are bound to produce positive results. Ecommerce marketing is the practice of using promotional tactics to drive traffic to your online store, converting that traffic into paying customers, and retaining those customers post-purchase. Ecommerce Marketing 101: Personas, Traffic Drivers, Advertising Channels & More, Tired of scrolling? Develop specialized landing pages about your town, create product collections that champion local businesses or trends, or even make local event campaigns with neighboring businesses. This should be a constant process, and will yield soooo many useful insights.”, – Lianna Patch, Head Puncher, Punchline Copy, ‘This is commonly spouted advice but it’s rarely followed: get to know your customers better. Even if you’re starting small, you should have a clear understanding of the distribution and order fulfillment requirements that will evolve as you grow. Plus, through the BigCommerce apps like FavSEO, you can easily perform a website audit, monitor rankings, and make improvements over time. The network also offers executive-level MBAs in fields including marketing and business development, auditing and management control, e-business and luxury management (starting in 2018). In a constantly changing and increasingly competitive environment, you need to make more effort to grow your online sales. A holistic ecommerce marketing strategy is made up of marketing tactics both on and off your website. ESG, un triple enfoque que potencia la Sostenibilidad, la preocupación Social y el Buen Gobierno será reconocido por todos los stakeholders e impactará positivamente en la reputación empresarial. (stats via Wordstream). The campaign puts searchers right in front of the business's product when they click on a paid result, increasing the likelihood that the searcher will make a purchase before leaving the business's website. This simplifies the path to purchase, and subsequently, increases conversion rates. That can include anything from strategically placed display ads within a social feed to additional tags that take users directly to a shopping cart. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. An ecommerce business is no stranger to product reviews, either. Create an FAQ page on your website with responses to high volume, long-tail keyword searches to get users to your site. Product Listing Ads (Shopping Campaigns) – With Google Shopping Campaigns and Bing Product Ads your products can appear directly within the search engine results. Your email address will not be published. Another valid quote. Opiniones sobre e-Commerce, entrevistas y actualidad Many mobile marketing strategies, too, can be tightly targeted. E-Marketing engloba un rango mayor de actividades más allá de las puramente transaccionales, por lo que desde este punto de vista se puede considerar que el e-Commerce forma parte del e-Marketing. Most of them operate in a similar manner to Google’s PPC ads; you create an advertisement, set your budget, and pay for every click (or number of impressions) the ad receives. Each type of PPC advertising can play an important, yet different role in your overall marketing strategy. hint, hint: it doesn’t have to be with the right resources, imagine a sales funnel graphic that shows your customers path from Awareness to Interest to Desire to Action, posting organic social content or programmatic display ads, Complementary brands have found success through partnerships. But don’t bank on one social influencer’s Instagram post to compensate for these shortcomings. Therefore, perform a thorough assessment of the current state of the company, the competition and the overall marketing plan. While you can make this to happen organically by providing a great customer experience, you can also encourage, and even create, forms of WOMM that are equally as effective. And if your answer is “yes” that’s great! At the top of funnel, you’ll see the brand awareness building strategies that don’t often produce immediate conversions — like posting organic social content or programmatic display ads. But not marketing strategy is even static. What if you could have your customers market for you for free? Well, customer reviews help mitigate that mistrust because they come from people who are not invested in the success of your company — instead, they’re an authentic and oftentimes brutally honest review of your product and how it worked out for them. Ecommerce marketing is the practice of driving top-of-funnel traffic to convert into sales and customers. Not as accessible as full-time employees. As we mentioned in our earlier point, the sheer number of marketing channels continues to rise, and the tools you’re using to track that information needs to be sufficient. Although the only obvious feature bonding them together is being related to the digital world, they are often colluded and interchanged. Are they focused enough for an in-house employee to manage and execute on? If you haven’t tried 50+ changes to your approach to see how it impacts your metrics, you haven’t experimented enough.”, – Nick Raushenbush, Co-founder, Shogun Landing Page Builder, “Do. Luckily, popular social networks like Facebook, Twitter, and Instagram have been continually rolling out new features and tools to help brands effectively reach their target audience. Can we (and should we) hire enough full-time employees to match what an agency can offer in skills and expertise? And there are hundreds of ways to go about it. Submitting guests posts will also help you get more domain authority for your ecommerce site, thereby telling search engines that you have a reliable site. Automation means that you can set up a successful drip campaign to subscribers that are segmented by interest or stage in the buyer’s journey and  let your email campaign do its magic. If a user is hunting for a product online, relevant local shops will show up in search results. And justifiably so. We’ll dive deeper into product reviews below. Social media is (and will remain) a rapidly evolving landscape of networks and platforms that continually change the way people interact with brands online. Now imagine each stage in that process includes notes about the specific marketing strategies you’ll employ to usher potential customers through that funnel. Can contribute to a healthy team mentality (if they’re a good fit). We recommend that you focus on a couple key strategies first that you believe will have the most ROI — and are the most accessible to you — and create action items for each. In fact, that topic keeps many authors, teachers and high-priced public speakers employed. As buyers becoming more skeptical of marketing tactics from companies, the need for word-of-mouth marketing in your business becomes more apparent. It plays an important role when building brand awareness, and at a minimum, is essential to maintain strong SEO. Just think about it… if you’re searching for “non-iron button-down shirts” you’re most likely in the market to purchase that item. Not all companies need a philanthropic element to the business (which would be nice) but there needs to be a clear mission and value proposition. But buyer beware, not all agencies are created equal. That way, you’ll be continuing to build the brand, while making it easy for potential customers to find and purchase your products. With that in mind, here’s a list of the best channels, tactics, and tools to consider when crafting your ecommerce marketing plan. And since the influencer already has the attention and trust of their following, these paid product endorsements feel less intrusive than standard advertisements. Then, ask for their advice. Sure, this may happen naturally if they really enjoy your product, but you can ensure that it happens more frequently through a referral program.

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