Online shopping has already become an integral part of life for millions of people around the world and it will only get bigger as time goes by. The ecommerce sector is seeing double-digit growth for a number of years now and this has inspired more and more people to try and make some money selling things online too. Dropshipping has inspired even more people to open up online stores and the end result of all this is an incredibly competitive market.
In such a competitive market, an ecommerce company needs to be smart about their digital marketing, attracting new customers and encouraging existing ones to spend more. Unfortunately, many ecommerce businesses make all kinds of digital marketing mistakes, wasting their budget and hurting their bottom line.
Since covering every single digital marketing mistake would require an article of about million words (at the least), we will stick to the 5 most common and harmful ones.
1. Ignoring Paid Ads
A large portion of ecommerce business, especially in the early days, operate on a tight budget. The money is scarce and sinking the majority of it into paid ads seems like too big of a gamble.
In reality, however, paid ads are the most effective way to attract new customers to your online store. The reason is very simple – paid ads let people know about your store, which is the primary goal in the early days.
Depending on what you are selling and who your target market segment is, you will choose between Google, Facebook, Instagram, Twitter, YouTube and a few other channels. Of course, your channel will also depend on other factors such as targeting abilities, ad creation costs and costs in general.
In fact, and this is especially true for dropshipping ecommerce, you might want to sink a big part of your daily revenue into paid ads. As long as you are spending money smartly (i.e. as long as it is cost-effective), it will be money well spent.
2. Neglecting the Website
For the majority of ecommerce business owners, digital marketing sounds like something that is done independently of their website, something that happens elsewhere. Nothing could be further from the truth and potentially more damaging for their marketing efforts.
The only way in which digital marketing for ecommerce companies can be 100% effective and beneficial is if the website itself is set up and managed in a way that converts this new traffic (generated by off-site marketing) into conversions.
There is a lot to be done on this front if you wish your ecommerce website to convert well, regardless of whether you used a theme by one of ecommerce platforms or if you had a brand new site developed from scratch. You will need to optimize your calls to action, your landing pages, you will have to improve your trust drivers, include reviews and much, much more. This comprehensive article from Quikclicks is the perfect place to start.
3. Not Doing SEO
Despite the fact it has been around for a long, long time, search engine optimization is still a somewhat esoteric part of the digital marketing ecosystem and it is often seen as an afterthought by many businesses whose livelihood depends on their online presence.
Anyone who knows two things about SEO will understand how detrimental this can be.
An ecommerce website needs to be optimized for search engines, regardless of where the majority of customers come from. Doing good SEO can boost an ecommerce store’s visibility and drive huge increases in traffic.
Doing SEO for an ecommerce business will involve keyword research, building links, optimizing website’s copy and utilizing content marketing as a way to boost the brand. It will also involve some more technical aspects of SEO, both on-site and off-site. It is a lot to master and it may require a big investment in terms of time, but it will be worth it.
4. Being Annoying on Social Media
Social media is the perfect channel for engaging customers and potential customers. The important thing to remember is that social media is not a standard digital marketing channel and that you need to approach it with a different frame of mind.
The first rule is that you do not turn your social media activities into simply blasting ads and trying to sell. Sure, you will do some of it, but this is not the primary use for social media as an ecommerce business.
You will use social media to engage in conversations, share your content and perhaps even do a bit of customer service. The smartest ecommerce business owners know how to turn this into sales and it takes much more than just blasting Tweets and Facebook statuses where you tell people about your deals.
In short, don’t be annoying on social media.
5. Avoiding Email Marketing
Email marketing is often regarded as the “old-fashioned”, “boring” digital marketing tactic and, as such, it is often neglected by online stores that are trying to be hip and cool.
The only problem with this is that email marketing is by far the most cost-effective digital marketing investment for ecommerce companies. When you compare the ROI you get from email marketing to any other tactic, it becomes obvious that it is a fantastic way to get new customers and to turn one-time ones into regular shoppers.
Of course, this is true if you do your email marketing right and while it takes a lot of time to master it, it will boost your revenue dramatically. We should also point out that there is plenty of email marketing software on the market nowadays which can help you do more successful email marketing and automate the boring parts of doing it.
Avoiding these five digital marketing mistakes is the first step in boosting your ecommerce brand. It is not the easiest thing in the world, but it can be done. A bit of common sense and a lot of learning can turn your online store into a big winner.