初学者电子商务营销技巧

16 min read

You’ve done it! You are officially the owner of an online business. 这是空中五号! 怎么办?

拥有触手可及的一次性营销工具, 区分各种类型的电子商务营销理念可能会让人不知所措. 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, 和更多. 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, 你需要:

Set goals, or define what you want to achieve. 例如, 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? 例如, 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. 幸运的是, 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
或者, 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

内容营销是免费创建和分享有价值的内容来吸引客户’ 对产品或服务的关注.

此类内容最流行的格式是博客文章和视频. 例如, 手表店可以分享一篇关于选择防水手表的博文. 瑜伽老师可以上传 YouTube 视频来解释早晨的瑜伽动作.

Ecwid 商家 Reclaim Design 分享与产品相关的操作方法博客文章

您可以创建其他类型的内容, 也, 像印刷品, 电子书, 甚至网络研讨会, 和播客.

No matter what format you choose, your content should be helpful to your target audience. If your video helps, educates, or entertains potential customers, they’ll see you as an expert in your niche. 那, 反过来, 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.

Ecwid电子商务展 · 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:

确定人们用来查找您的产品或研究您的行业的主要关键字. 您可以使用各种关键词研究工具，例如谷歌关键词规划师.
在论坛上分享您的内容以及指向您网站的链接, 网站, 以及与您的产品相关的社交媒体页面. 链接为搜索引擎创建连接, 这些使得包含您商店的搜索在结果中排名更高.
至少有 600 每页内容的字数您网站的详细信息，以提供被搜索引擎索引的详细信息. 然而, 不要仅仅为了添加内容而添加内容. 始终为您的客户着想. 写下他们对您的产品感兴趣以及想了解的内容.
在您的网站上创建常见问题解答页面，以应对大量问题, 长尾关键字搜索以吸引用户访问您的网站.
在商店内启用 Twitter 和 Facebook 等服务的社交共享按钮，以提高您的知名度. 您的商店在社交媒体上的知名度越高, 您可以带来的自然流量越多.

More e-commerce marketing ideas for getting customers via content:

Email marketing tips for beginners

Email marketing is the most cost-effective way of reaching out to your customers. 加, customers are open to receiving emails. According to Statista, 49% of respondents would like to receive promotional emails from their favorite brands weekly.

49%: of consumers would like to receive emails from brands weekly

Emails are great for getting repeat customers: shoppers are eager to return when they receive info on new products, 促销活动, 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.

如果你使用 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 is already integrated with Mailchimp. You can use it to collect customer emails via pop-ups, send out branded newsletters, or add your products and discount coupons to an email in a single click. 学习更多关于 using Mailchimp for your Ecwid store.

使用 Mailchimp, you can create a popup like this for your Ecwid store

Another “set it and forget it” email marketing solution is automated emails. You can automatically send emails to your customers when they complete specific actions in your store. 例如, 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.

与Ecwid, 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 “使能够” toggle 在您的控制面板中, 客户将收到在正确的时间发送给正确的人的电子邮件.

带回不活跃客户的自动电子邮件示例

更多使用电子邮件的电子商务营销创意:

适合初学者的按点击付费广告

当在线卖家使用按点击付费时 (每次点击付费) 广告, 他们在互联网上投放广告，并在每次点击时支付固定费用. 在线广告是产生流量的一个有前途的机会. 仍然, 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 谷歌广告, 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 脸书广告. 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, 例如, 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的, 平特雷斯特, 即时聊天, YouTube, 你说出来. 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 谷歌广告代码, 脸书像素, Snap Pixel, 和 Pinterest 标签 to know where the completed sales came from and repeat the most successful campaigns’ 做法.

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.

记住: 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. 加, 你可以 add your Ecwid store to your Facebook page.

The Mocktail Club sells on Facebook with Ecwid

如果您有时间和资源发送持续可共享的推文来培养追随者，那么 Twitter 是一个有用的渠道. Twitter 也是鼓励顾客分享您商店中的商品的简单场所.

Instagram的和平特雷斯特如果您的产品具有强烈的视觉元素，这将是您企业的好家. 例如, 如果您的商店出售服装或其他需要看到才能购买的独特商品, 这些是您需要投资的网站. 加, 与 Ecwid, 你可以在 Instagram 上销售您的产品带有可购物标签.

Instagram 上的 Ecwid 商店 ANNA Cake Couture

LinkedIn makes a natural platform for selling products or services geared to businesses and professionals.

即时聊天和抖音 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. 例如, 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 生物 for your profile
Think through your imagery and profile navigation if needed
Learn how to use 标签
Decide what you’re going to 邮政.

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, 和更多.

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.

现在, it’s your turn. Which e-commerce marketing practice worked best for you when you were just starting?

在线销售

With Ecwid Ecommerce, you can easily sell anywhere, 任何人——通过互联网和世界各地.

开始吧

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, 搜索引擎优化, conversion optimization and loves to work with entrepreneurs to make their dreams a reality.