How to Create an Ecommerce Marketing Strategy

What Is Ecommerce Marketing?

Ecommerce marketing is a method of increasing traffic to your online store and converting website visitors into customers. 

An ecommerce marketing strategy uses channels like social media, email, and SEO to build brand awareness, improve customer retention, and generate sales for an ecommerce brand. 

In this article, we’ll provide 13 tactics to enhance your ecommerce digital marketing strategy, strengthen your online presence, and convert more prospects into paying customers.

1. Focus on SEO

Focus on keyword research, structured data, and technical SEO to improve the visibility of your products in search engines like Google.

Keyword Research

First, dig deep into keyword research to discover what people search for and how they search for it.

Then, create content that answers the types of questions they’re asking. 

Here’s how: 

Use a tool like Semrush’s Keyword Overview. It compiles related keywords and topics you can use as a starting point. 

Type a keyword into the search bar. Let’s stay with the “running shoes” example:

“running shoes” entered into Keyword Overview search bar

You’ll then see relevant stats like keyword volume, keyword difficulty (KD), and search intent.

Keyword Overview results for "running shoes"

The “Questions” tab offers content ideas by showing you what people ask about the topic. So you could write a blog post about how often to replace running shoes, for example. 

Finally, there’s the “Related Keywords” section. 

For instance, say an athletic gear brand like Nike is looking for insights on the keywords “running shoes.” 

Keyword research can surface other comparable keywords to target. Such as “Nike running shoes,” “running shoes for men/women,” and “best running shoes.” 

Once you know what your audience is looking for, you can create valuable content that answers those questions. And help improve your brand’s visibility. 

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ADS illustration

Structured Data

A quick search for “running shoes for women” brings up the following search engine results page (SERP):

Google's SERP for "running shoes for women"

The panel at the top features relevant products from Google Shopping. Followed by sites for some of the biggest running shoe retailers.

Structured data (also referred to as schema markup) can help get your product listed in these visual areas on the SERP.

Product structured data are identifiers that make it easier for search engines to find and display information about your products in useful ways. 

In other words, it’s like a special language that tells search engines what each element on your site is and does. Then, they can show it to searchers.

Examples include reviews, product names, images, and others. 

Follow the steps in our guide to learn more about schema markup and how to implement it on your own site.

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