Businesses all over the world are trying to squeeze out every ounce of potential that digital marketing has, to move their companies further in bringing more and more customers and improving sales. E-commerce websites have joined the league too. The whole agenda of e-commerce existing on the online platform and serving customers online, it becomes crucial for these sites to implement digital marketing strategies as well. The online mode of marketing and advertising offers you the opportunity to pitch any product or service to a hefty audience. The beauty of digital marketing is that you can promote your services to the particular audience that your services are crafted for-your target demographic. Ecommerce sites vary in terms of what they provide to their customers. For instance, the pioneers of e-commerce or the e-commerce giants like Flipkart and Amazon have plenty to offer, notwithstanding gender, age, location. They are conglomerations of small businesses and sellers coming under their brand name to grow their own businesses. Now these smaller businesses are more nuanced in terms of the products that they have to offer. These companies exist independently in the world of e-commerce, as well as under the radar of big corporations like Flipkart or Amazon. Apart from these, numerous other brands are striving to make a name in the world of e-commerce, and digital marketing strategies help streamline their efforts and products to the target demographic to generate qualified leads. When your website gains traffic from the audience that your products are curated for, they are known as leads. Leads are categorised into types, depending on their level of interaction with your business and marketing strategies. The target of all businesses is to generate product qualified leads or customers that have availed of your services, they are most likely to return and even bring other potential customers to your site. Digital marketing for e-commerce, therefore, involves active interaction with potential buyers, converting them into loyal customers, generating more traffic, and thereby, generating a better ROI. Digital marketing offers a plethora of ways to gain traction within a small span of time. Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Social Media Marketing (SMM), and Email Marketing are some of them.
- Search Engine Optimisation-This entails the creation of content on your site- like blog posts and FAQs- that are tailor-made in accordance with the keywords that are most likely to be used by your customer to search for the kind of service you are offering. If you have optimised content with the correct usage and the right amounts of keywords on your e-commerce site, your site has the potential to bag a decent or even high ranking on search engines like Google, Yahoo, or Binge.
- Search Engine Marketing-SEM is another way to bring customers to your site. Online shopping has proliferated among the urban and suburban population tremendously, and marketing your products properly makes your business grow exponentially within a short time. Search Engine Marketing offers you the opportunity to pay for your products to acquire top spots on search engines. It also includes ad campaigns across digital platforms and social media, pay-per-click campaigns that bring your customers directly to the product page, and much more.
- Social Media Marketing-Social media has taken the world of marketing and advertising by storm in bringing people from all walks of life, buyers and sellers, together. Some platforms like Facebook and Instagram even have the option for sellers to create “shoppable content”. Adding product descriptions and tags that take the buyer directly to a website has created a whole marketplace around these platforms. Engaging with customers via stories or posts, creating story ads, collaborating with influencers to gain better reach are some of the ways how social media can be used as a weapon to impact buyers’ interest and even personalise marketing strategy.
- Email Marketing-Finally, email marketing, which has been one of the facets of digital marketing for a long time, has proved its potential and is here to stay for the right reasons. It is a great way to promote offers and discounts to your target audience. Email marketing gives the scope to interact with potential customers based on their behaviour on your website and send them personalised emails. It is also a great way to retarget buyers, people who have shopped from your site, and crafting emails that cater to their shopping interests is a great way to bring them back.