Маркетингови съвети за електронна търговия за начинаещи

16 min read

You’ve done it! You are officially the owner of an online business. Here’s an air five! Now what?

With a disposable amount of marketing tools in your reach, distinguishing between the various types of e-commerce marketing ideas can be overwhelming. This article will give you a sense of what exactly e-commerce marketing is and how to use today’s most valuable marketing channels to win customers.

What Is E-Commerce Marketing?

E-commerce marketing is using various practices to drive customers to your online store and increase awareness about your products and brand.

You can attract customers with social media, email campaigns, digital content, и още. We’ll describe each e-commerce marketing strategy in detail, but first, let’s dive into building that strategy.

What Is an E-Commerce Marketing Strategy?

E-commerce marketing strategy is an online business’ plan for reaching consumers and turning them into customers. It’s a long-term approach that is based on an online store’s marketing goals and objectives.

To develop your e-commerce marketing strategy, ти трябва да:

Set goals, or define what you want to achieve. Например, increase the number of website visitors or the amount of online sales. Your goal should be achievable and measurable.
Break down your strategy into actionable steps. What are you going to do to achieve your goal? Например, if you want to increase the number of website visitors, you might want to work on your SEO, promote your store on social media, or email campaigns.

An example of product promotion post from Ecwid sellers Fig & Honey

How Can I Learn E-Commerce Marketing?

When you’re just starting, everything e-commerce marketing related seems to be over your head. За щастие, anyone can learn the marketing basics. We’ve got a couple of resources to make it easier for you:

Browse Marketing and Promotion section in our blog
Listen to the Ecwid E-commerce Show to learn from e-commerce experts
Или, subscribe to the Ecwid blog newsletter. You’ll get new blog posts, and podcast episodes about e-commerce marketing delivered right to your inbox.

How Can I Promote My E-Commerce Business?

Marketing for e-commerce can take many forms. We’ll explain some easy methods that anyone can use to drive traffic to their business and products.

Content marketing tips for beginners

Content marketing is creating and sharing valuable content for free to get customers’ attention to a product or service.

Най-популярните формати на такова съдържание са публикации в блогове и видеоклипове. Например, магазин за часовници може да сподели публикация в блог за избор на водоустойчиви часовници. Учител по йога може да качи видеоклип в YouTube, който обяснява сутрешната йога рутина.

Търговците на Ecwid Reclaim Design споделят публикации в блогове, свързани с продукти

Можете да създавате други видове съдържание, също, като разпечатки, електронни книги, дори уебинари, и подкасти.

Без значение какъв формат изберете, вашето съдържание трябва да е полезно за вашата целева аудитория. Ако вашето видео помага, възпитава, или забавлява потенциални клиенти, they’ll see you as an expert in your niche. Че, на свой ред, increases the chance they’ll buy from you.

When creating content to promote your store, make sure:

it answers customers’ questions about your product or industry
it improves your site’s ranking in search engines.

Изложението за електронна търговия Ecwid · Content Marketing and Brand Story

Google and other search engines do not automatically find your content once you hit publish. Here’s what you can do to ensure your content improves your site’s ranking in search engines:

Определете основните ключови думи, които хората биха използвали, за да намерят вашия продукт или да проучат вашата индустрия. Можете да използвате различни инструменти за изследване на ключови думи като Google планиране на ключови думи.
Споделяйте вашето съдържание с връзки към вашия сайт във форуми, уебсайтове, и страници в социалните медии, свързани с вашите продукти. Връзките създават връзки за търсачките, и те карат търсенията, които включват вашия магазин, да го класират по-високо в резултатите.
Имайте поне 600 думи със съдържание на всяка страница на вашия сайт, за да предоставите подробностите, които се индексират от търсачките. въпреки това, не добавяйте съдържание само заради него. Винаги мислете за клиентите си. Пишете за това, което ги интересува и какво искат да знаят за вашия продукт.
Създайте страница с често задавани въпроси на уебсайта си с отговори на голям обем, дълги търсения по ключови думи, за да привлечете потребителите на вашия сайт.
Активирайте бутони за социално споделяне за услуги като Twitter и Facebook във вашия магазин, за да подпомогнете видимостта си. Колкото по-голяма видимост има вашият магазин в социалните медии, толкова повече органичен трафик можете да управлявате.

Още маркетингови идеи за електронна търговия за привличане на клиенти чрез съдържание:

Съвети за имейл маркетинг за начинаещи

Имейл маркетингът е най-рентабилният начин да достигнете до клиентите си. плюс, клиентите са отворени за получаване на имейли. Според Statista, 49% от респондентите биха искали да получават промоционални имейли от любимите си марки всяка седмица.

49%: от потребителите биха искали да получават имейли от марки всяка седмица

Emails are great for getting repeat customers: shoppers are eager to return when they receive info on new products, промоции, or sales.

To start using this e-commerce marketing method, you need to build your email list first. Here’s how you can do that:

Use pop-up email capture forms. State why subscribe to your mailing list. If you have seasonal inventory changes, have the pop-up say something like: “Don’t miss out when our hottest seasonal items become available!” Test different forms out regularly to make a significant impact.
Offer discounts to reward current customers and keep them coming back. You can even offer discounts for customer referrals. Sellers that use Ecwid’s Venture plan (or higher plans) can quickly generate discount coupons through their Control Panel.
Use a contest to incentivize email signups. When people share their email address with you, make that an entry into a contest or giveaway. Not only will you build excitement around your contest as people enter, but you can also get them to share a word about the contest.

If you use Ecwid, customer emails are collected right at checkout when customers place an order. If a customer doesn’t finish placing their order, their email is still saved to send them an abandoned cart recovery email.

After you collect your customer emails, it’s time to send out your newsletter. You can manually send to smaller lists, but once the list grows beyond 50 email addresses, you should look into using an email service provider like Mailchimp.

Ecwid вече е интегриран с Mailchimp. Можете да го използвате за събиране на имейли на клиенти чрез изскачащи прозорци, изпращайте брандирани бюлетини, или добавете вашите продукти и купони за отстъпка към имейл с едно кликване. Научете повече за използване на Mailchimp за вашия магазин Ecwid.

С Mailchimp, можете да създадете изскачащ прозорец като този за вашия магазин Ecwid

Друг “задайте го и го забравете” имейл маркетинг решението е автоматизирани имейли. Можете автоматично да изпращате имейли до клиентите си, когато извършат конкретни действия във вашия магазин. Например, when they add a product to their favorites or complete a purchase.

Automated emails help retain customers and activate shoppers who haven’t purchased anything from you in a while.

С Екуид, you can send seven different types of automated emails. You don’t need to write an email copy or send out campaigns manually. You just click “Активиране” toggle във вашия контролен панел, and customers will receive emails that will reach the right person at the right time.

An example of an automated email that brings back inactive customers

More e-commerce marketing ideas for using email:

Pay-per-click advertising for beginners

When an online seller uses pay-per-click (PPC) реклама, they place an ad on the internet and pay a flat rate every time it is clicked. Online advertising is a promising opportunity to generate traffic. Все още, to make sure it’s cost-effective, you need to know a couple of things.

Paid search ads and ads through Google are currently the premiere PPC ad system. You’ll want to get started with Google Ads, and the tools are easy to use.

If you sell a more general product, but to a particular demographic or interest group, you may want to begin with Facebook реклами. Facebook Ads will allow you to fine-tune who sees your ads, but it can cost a bit more for this specificity.

You can create different types of Facebook Ads, например, a collection ad

Here’s a couple of tips to get you started:

Start with a low daily budget, then experiment and tweak your approach based on results. Not every ad will be a home run. Experimenting with ad types will help you find what works best to ensure you get the most value out of any money you put in.
Don’t forget that every social media outlet now has their PPC advertising system. Facebook, Instagram, Pinterest, Snapchat, YouTube, вие го наречете. Take a look at which social media platforms benefit you the most and put some money into PPC campaigns there to grow your footprint and create a business.
Use conversion tracking codes like Google Ads маркер, Facebook Pixel, Snap Pixel, и Етикет на Pinterest to know where the completed sales came from and repeat the most successful campaigns’ практики.

More tips on pay-per-click advertising for beginners:

Social media marketing tips for beginners

There are many reasons why social media is an effective tool for e-commerce marketing. It’s cost-effective; there are billions of users on social media, which helps build a community around a store. But with new social media platforms popping up every day, your options may seem overwhelming.

Помня: you don’t have to be everywhere at once. Explore social media sites wisely and use platforms that best showcase your products and reach the audience you’re targeting.

Facebook is usually an excellent fit for almost any business. It has customizable marketing and tracking tools with a massive reach. плюс, можеш add your Ecwid store to your Facebook page.

The Mocktail Club sells on Facebook with Ecwid

Twitter is a useful outlet if you have the time and resources to send consistently shareable tweets to develop a following. Twitter също е лесно място за насърчаване на клиентите да споделят артикули от вашия магазин.

Instagram и Pinterest ще бъдат хубави домове за вашия бизнес, ако продуктът ви има силен визуален елемент. Например, ако вашият магазин продава дрехи или други уникални артикули, които трябва да се видят, за да бъдат закупени, това са сайтове, в които трябва да инвестирате. плюс, с Екуид, можеш продавайте продуктите си в Instagram с етикети за пазаруване.

Магазин Ecwid ANNA Cake Couture в Instagram

LinkedIn прави естествена платформа за продажба на продукти или услуги, насочени към бизнеса и професионалистите.

Snapchat и TikTok are great if you sell to a younger audience (although if you don’t, you can still use it to your advantage). Those platforms work best if you promote your business with fun, entertaining content, so be ready to get creative. Например, here’s how San Diego Zoo entertains their followers:

Another method of e-commerce marketing is tapping into social news aggregation and discussion websites like Reddit. As it is a hub for content-specific groups, you can find a whole new customer base here. Read the fine print carefully, as there may be rules against sharing your own products depending on where you are posting.

Encourage customers to share their experiences or pictures of their products on Reddit so you can reap the rewards of having e-commerce street cred.

After you choose your social media platforms, follow these steps to set up your profile:

Get yourself a business page – it’ll provide you with helpful tools and analytics of your profile and followers activity
Write a clear and concise био for your profile
Think through your imagery and profile navigation if needed
Learn how to use хаштагове
Decide what you’re going to пост.

Remember that being active on social media doesn’t mean spamming your followers with salesy posts. Stick to educational and entertaining content, engage followers into meaningful discussions, run giveaways, share customer’s pictures with your product.

Ecwid store MYSKINBUDDY saves helpful Pins for their followers

Using social media to build a community around your brand helps you build relationships with customers and eventually drive them to your store.

More e-commerce marketing tips for using social media:

More E-Commerce Marketing Tips

We’ve shared some digital marketing tips for beginners that will help you start promoting your store online. Sending out newsletters, creating social media presence, sharing valuable content, and a bit of PPC advertising makes a solid base for marketing your new store.

If you want to learn more about e-commerce marketing, check out our blog post on promoting your brand. Uncover more ways to get a word about your business, including partnerships, referral programs, participating in events, и още.

Just launched your store and are trying to stay on a budget? Say no more, we’ve got a list of low-cost ways to market your business.

Сега, твой ред е. Коя маркетингова практика за електронна търговия работи най-добре за вас, когато току-що започвахте?

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With Ecwid Ecommerce, you can easily sell anywhere, за всеки - в интернет и по целия свят.

Първи стъпки

Marketing and Promotion

Nov 23, 2020

About the author

Jesse is the Marketing Manager at Ecwid and has been in e-commerce and internet marketing since 2006. He has experience with PPC, SEO, conversion optimization and loves to work with entrepreneurs to make their dreams a reality.