E-commerce Website Development - Invest in the Marketing of Your Virtual Store

In a competitive market, digital marketing strategies for an e-commerce play an increasing role in the success of an online store.

It is common to see electronic commerce associated solely and exclusively with technology, but we know that currently, the big difference is exactly in online marketing applied to virtual stores.

Many entrepreneurs, being unaware of the mechanics of online business, believe that digital marketing strategies for e-commerce should begin to be structured after completing the stage of implementing the e-commerce mobile apps, which is a big mistake.

Marketing is born with the store

In the current stage of technology, the entrepreneur has numerous tools for the dissemination of virtual stores, and for this reason, planning becomes essential for us to articulate all these options.

It is necessary to coordinate online marketing actions so that they can create a situation that results in the longed-for synergy in digital marketing, capable of enhancing the impact of each one individually.

This is the case, for example, with the SEO strategy for e-commerce. When defining departments and store sections, we need to have at least an idea of the keywords by which we want to be found.

It is necessary to do good research on these keywords, with the appropriate tools, because they will be fundamental for the name of each department. After all, in the case of building friendly URLs, we need to fit them to enhance the SEO of the pages of products and thereby achieve greater visibility on the search engine response pages.

Determining digital marketing strategies for e-commerce

E-commerce works with a classic group of tools and strategies to promote its products:

• Search Marketing - Search engine optimization - SEO, sponsored links such as Google Ads and price comparators
• Display Marketing - Banners on blogs and portals through the Google Ads display network, Facebook Ads and other isolated actions
• Marketing on Social Media - Social media such as Facebook, Instagram, Twitter, and Pinterest, depending on the sector in which the store operates
• Email Marketing - One of the main tools for sales and customer relations in a virtual store
• Content Marketing - Quality content in a well-structured blog that works not only as an exposure tool in search engines but also as loyalty to accesses
• Affiliate Marketing - An option for creating new points of sale through the commissioning of websites and blogs

All of these strategies have a cost, of course, and therefore, first of all, we must take into account the budget available for digital marketing so that we can allocate it appropriately over time, to guarantee the sustainability of campaigns over time. enough until they start generating a return.

In our e-commerce course, we recommend that the budget of the e-commerce project as a whole be divided into 30% for the platform and 70% for marketing since it is in this area that the great differential is currently.

This is a measure that aims to prevent the entrepreneur from compromising the success of the business due to the lack of resources for the promotion of the store.

Where to start an e-commerce marketing strategy

First, you must take into account the current digital media landscape. Traffic through paid media such as Google Ads and Facebook Ads is getting more expensive every day, and the trend is to rise even more, as more and more companies migrate to the world of online businesses and seek exposure.

Precisely for this reason, I would prioritize organic traffic, that is, traffic that is free, coming from actions based on SEO, content marketing, and social media marketing. In the area of search marketing, a good job of optimizing the online store will certainly bring you qualified traffic and very high conversion potential.

SEO in virtual stores is known to be the main source of conversions in e-commerce and therefore, depending on the segment in which the store operates, it should be one of the priorities in terms of digital marketing.

The problem with this strategy is that it requires a period of two or three months to start affecting, so, in the case of virtual stores that are starting, you need to use sponsored links at the beginning, while the SEO matures and begins generating some traffic. Just be careful not to get “hooked” on Google Ads or Facebook Ads.

Invest heavily in content marketing

Still in the area of digital marketing for e-commerce.

The strategy is quite simple. You become an authority in terms of content on the blog, get exposure, and once on the blog, you induce navigation to your store. This strategy has already been a success in recent years and is among the main trends in digital marketing in 2020.

We need to keep in mind that each of these modalities has a different maturation period. Sponsored links have an immediate return, although it is a more expensive strategy. Already the SEO strategies and relationship marketing, such as social networks, have a medium and long-term return, but with a much lower cost than the sponsored links.

As stated at the beginning of this article, digital marketing strategies for e-commerce are fundamental to the success of a project, but without planning it is a pure waste of resources.