{"id":155376,"date":"2023-03-22T20:56:00","date_gmt":"2023-03-23T01:56:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=155376"},"modified":"2023-09-07T02:13:33","modified_gmt":"2023-09-07T07:13:33","slug":"ecommerce-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/ecommerce-marketing\/","title":{"rendered":"E-commerce Marketing 101: How to Maximize Sales"},"content":{"rendered":"\n<div class=\"intro-txt\">Marketing is one of the most important skills to learn as an e-commerce store owner. By learning marketing, you\u2019ll always have a steady stream of new customers.<\/div>\n\n\n\n<p>Plus, knowing the basics of marketing can get you ahead of the competition, and it\u2019s valuable to have a base understanding if you ever hire marketing roles for your company.<\/p>\n\n\n\n<p>In this guide, I share the five main marketing channels and how to use them, plus a few marketing tips to help you earn more and spend&nbsp;less.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"The five main e-commerce marketing channels\" data-section=\"the-five-main-ecommerce-marketing-channels\">\n\n\n\n<h2 class=\"wp-block-heading\">The five main e-commerce marketing channels<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>There are five main channels you can use to promote your products. They&nbsp;are:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Search engines<\/li>\n\n\n\n<li>Social media&nbsp;sites<\/li>\n\n\n\n<li>Email inboxes<\/li>\n\n\n\n<li>Display ads<\/li>\n\n\n\n<li>Brand affiliates<\/li>\n<\/ol>\n\n\n\n<p>Let\u2019s talk about how you can use each of these channels in your e-commerce marketing plan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Search engine marketing (SEM)<\/h3>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/search-engine-marketing\/\">Search engine marketing<\/a> covers both organic and paid traffic from search engines like Google.&nbsp;<\/p>\n\n\n\n<p>Both are important. Take Solo Stove, for example. Its online store gets over 300,000 organic visits from Google every month\u2014plus an additional ~28,000 monthly visits from paid&nbsp;ads:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"689\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-11.png\" alt=\"Solo Stove traffic metrics using Ahrefs' Site Explorer\" class=\"wp-image-155384\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-11.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-11-680x234.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-11-768x265.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-11-1536x529.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">Data from Ahrefs\u2019 <a href=\"https:\/\/app.ahrefs.com\/v2-site-explorer\/\">Site Explorer<\/a>.<\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Search engine optimization (SEO)<\/h4>\n\n\n\n<p>In order to show up organically on the first page of Google\u2019s search results, you need to learn and implement <a href=\"https:\/\/ahrefs.com\/seo\">search engine optimization<\/a> practices on your website.&nbsp;<\/p>\n\n\n\n<p>This includes things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Figuring out what keywords people are searching for to find your products.<\/li>\n\n\n\n<li>Aligning with the <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a> of the&nbsp;query.<\/li>\n\n\n\n<li>Getting other websites to link to your website (aka backlinks).<\/li>\n\n\n\n<li>And more.<\/li>\n<\/ul>\n\n\n\n<p>I\u2019ll discuss these steps in more detail in the \u201ctips\u201d section below. For now, if you want to learn more, check out <a href=\"https:\/\/ahrefs.com\/blog\/ecommerce-seo\/\">our complete guide to e-commerce SEO<\/a>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Paid search ads<\/h4>\n\n\n\n<p>You can pay to \u201cskip the line\u201d and show up at the top of Google\u2019s search results. This is called <a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">pay-per-click (PPC) advertising<\/a>, and it\u2019s a great complement to your SEO efforts. PPC ads are a quick and easy (albeit sometimes expensive) way to get in front of your target audience.<\/p>\n\n\n\n<p>Here\u2019s a chart explaining why you should utilize both PPC and&nbsp;SEO:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"1536\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image10-6.png\" alt=\"Chart showing PPC vs. SEO ROI over time\" class=\"wp-image-155386\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image10-6.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image10-6-498x425.png 498w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image10-6-768x655.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image10-6-1536x1311.png 1536w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n<p>What does this look like? You\u2019ve probably seen ads like these, annotated with the word \u201cSponsored\u201d next to&nbsp;them:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1836\" height=\"1376\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image16-5.jpg\" alt=\"Google search results for &quot;leather mens boots&quot;\" class=\"wp-image-155388\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image16-5.jpg 1836w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image16-5-567x425.jpg 567w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image16-5-768x576.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image16-5-1536x1151.jpg 1536w\" sizes=\"auto, (max-width: 1836px) 100vw, 1836px\"><\/figure>\n\n\n\n<p>You can run Google Ads by <a href=\"https:\/\/ads.google.com\/lp\/getstarted\/\">creating an account<\/a>, choosing the page you want to send visitors to, writing up various headlines and description ad copy, and selecting keywords to be displayed for.&nbsp;<\/p>\n\n\n\n<p>But there\u2019s quite a bit more to it than that\u2014it takes time and money to learn what works. Check out <a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/#google-ads-basics\">our guide to Google Ads basics<\/a> to get started.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Social media marketing<\/h3>\n\n\n\n<p>Probably the most obvious place to market your e-commerce store is on the many social media&nbsp;apps.&nbsp;<\/p>\n\n\n\n<p>Again, with Solo Stove as an example\u2014it uses both organic and paid social media marketing and has been able to gain over half a million TikTok followers, 347,000 Instagram followers, and almost 300,000 Facebook followers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1079\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image12-7.jpg\" alt=\"Solo Stove Instagram account\" class=\"wp-image-155390\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image12-7.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image12-7-680x367.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image12-7-768x415.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image12-7-1536x829.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Let\u2019s take a look at how you can do the&nbsp;same:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Organic social media marketing<\/h4>\n\n\n\n<p>Growing an organic following on social media is a great way to get your brand and products in front of people without spending a ton of money. However, it\u2019s also a lot of work\u2014especially if you plan on growing multiple channels.<\/p>\n\n\n\n<p>If you\u2019re not sure which channel(s) to use, a good starting point is <a href=\"https:\/\/sparktoro.com\/\">SparkToro<\/a>. You can type in a product keyword like \u201cmens boots,\u201d and it\u2019ll show you social stats of relevant accounts:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1009\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-10.png\" alt=\"SparkToro social insights\" class=\"wp-image-155391\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-10.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-10-680x343.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-10-768x388.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-10-1536x775.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>From here, if you hover over the social media icons, you can see the individual channel statistics. This tells you which channels brands have the most followers on, which can be a hint on which channels are most effective for&nbsp;them.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"734\" height=\"350\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image2-10.png\" alt=\"Instagram statistics for Who What Wear on SparkToro\" class=\"wp-image-155393\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image2-10.png 734w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image2-10-680x324.png 680w\" sizes=\"auto, (max-width: 734px) 100vw, 734px\"><\/figure>\n\n\n\n<p>Use this data to decide which channels you should invest your time in&nbsp;first.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Paid social media advertising<\/h4>\n\n\n\n<p>The other side of the coin is social media PPC ads. You can use ads to drive immediate sales\u2014but at a cost. There\u2019s a steep learning curve to maximizing sales while minimizing ad&nbsp;costs.<\/p>\n\n\n\n<p>That said, one of the easiest ways to run a successful social media ad is through retargeting customers who abandon carts. This works by putting a browser cookie on a visitor who adds an item to their cart but doesn\u2019t check out, then using that cookie to show them ads on social media of the item they left in their&nbsp;cart.<\/p>\n\n\n\n<p>Again, Solo Stove does this well. I added this heat deflector to my&nbsp;cart\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1168\" height=\"486\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image11-5.png\" alt=\"Solo Stove bonfire heat deflector in my cart\" class=\"wp-image-155395\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image11-5.png 1168w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image11-5-680x283.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image11-5-768x320.png 768w\" sizes=\"auto, (max-width: 1168px) 100vw, 1168px\"><\/figure>\n\n\n\n<p>\u2026 then almost immediately saw this ad on my Facebook feed after leaving its site without buying:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1386\" height=\"1510\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image17-9.jpg\" alt=\"Solo Stove Facebook retargeting ad\" class=\"wp-image-155397\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image17-9.jpg 1386w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image17-9-390x425.jpg 390w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image17-9-768x837.jpg 768w\" sizes=\"auto, (max-width: 1386px) 100vw, 1386px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. Email marketing<\/h3>\n\n\n\n<p>Email newsletters are typically one of the highest-converting traffic sources for e-commerce stores. This is because your email list, if done well, will be full of people who know who you are and have an active interest in your brand. That said, you need traffic to grow an email list, so it doesn\u2019t make a good stand-alone marketing channel.<\/p>\n\n\n\n<p>There are many <a href=\"https:\/\/ahrefs.com\/blog\/grow-email-list\/\">ways to grow an email list<\/a>, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Email opt-in forms on your site offering a discount or free information.<\/li>\n\n\n\n<li>Collecting your customer\u2019s emails when they make a purchase (with their permission, of course).<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/small-business-marketing\/#7-run-giveaway-of-product\">Running a giveaway<\/a> for your products.<\/li>\n<\/ul>\n\n\n\n<p>Once you have an email list, you can send them product updates, content from your blog, clearance sales, etc.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s an example from clothing brand Off The Grid, which uses its newsletter to give tips on how to get the most out of its clothes:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"737\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image3-8-1.jpg\" alt=\"E-commerce email newsletter example\" class=\"wp-image-155399\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image3-8-1.jpg 602w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image3-8-1-347x425.jpg 347w\" sizes=\"auto, (max-width: 602px) 100vw, 602px\"><\/figure>\n\n\n\n<p>Just make sure you keep your list engaged by deleting inactive subscribers every three to six months and avoid sending too many emails. Your list is one of your biggest assets, so take care of&nbsp;it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Display ads<\/h3>\n\n\n\n<p>Have you ever been bombarded by display ads on every website you visit after looking at an online store but leaving without buying anything?&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"900\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image1-8.jpg\" alt=\"Retargeting display ads following me around the internet\" class=\"wp-image-155401\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image1-8.jpg 800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image1-8-378x425.jpg 378w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image1-8-768x864.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n\n\n\n<p>This is because the online store you visited placed a cookie in your browser that allowed it to \u201cretarget\u201d you with display ads across any websites that run these retargeting ads. What I already showed in the \u201csocial media ads\u201d section above was a retargeting ad&nbsp;too.<\/p>\n\n\n\n<p><a href=\"https:\/\/digilant.com\/blog\/featured-blog\/ecommerce-omnichannel-applications-improving-conversion-with-touchpoints\/#:~:text=Some%20estimate%20anywhere%20from%2028,%2C%20brand%20loyalty%2C%20consumer%20demographics.\">It\u2019s been found<\/a> that it takes anywhere from 28\u201362 (or more) \u201ctouchpoints\u201d to make a&nbsp;sale.<\/p>\n\n\n\n<p>A \u201ctouchpoint\u201d is any time a potential customer is shown a brand, either through an ad or by visiting your website or social media channel. Every time they see your brand or product, that\u2019s one touchpoint.<\/p>\n\n\n\n<p>That\u2019s what makes these retargeting ads so effective. You can get multiple touchpoints of your product at a relatively low price compared to traditional PPC&nbsp;ads.<\/p>\n\n\n\n<p>The catch is that you can only show retargeting ads to people who have either visited your website and allowed the cookie in their browser settings, or to people in your email&nbsp;list.<\/p>\n\n\n\n<p>You can also run general display ads, which are suitable for making people aware of your brand and products. You can use them to get people to your site, then run retargeting ads to those people who visited your initial ad but didn\u2019t purchase.<\/p>\n\n\n\n<p>For example, Advance Auto Parts paid to show me these display ads across various blogs even though I haven\u2019t visited its site before:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1044\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image15-7.png\" alt=\"Example of display ads on a blog post\" class=\"wp-image-155403\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image15-7.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image15-7-680x355.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image15-7-768x401.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image15-7-1536x802.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Check out <a href=\"https:\/\/ads.google.com\/home\/campaigns\/display-ads\/\">Google Display Ads<\/a> if that\u2019s something you\u2019re interested in.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Affiliate marketing<\/h3>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">Affiliate marketing<\/a> is where someone promotes your product or service and makes a commission any time they send you a&nbsp;sale.&nbsp;<\/p>\n\n\n\n<p>This typically works by giving your affiliate a unique ID that they include in their URL when they link to your website. It might look like&nbsp;this:<\/p>\n\n\n\n<p><code>https:\/\/www.yourdomain.com\/your-product?ref=UniqueAffiliateID<\/code><\/p>\n\n\n\n<p>When a customer makes a sale through the URL with the unique affiliate ID attached, your <a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing-programs\/\">affiliate program<\/a> will attribute that sale to that particular affiliate so you can pay them their percent of the income.<\/p>\n\n\n\n<p>For example, Solo Stove has an affiliate program, and I used to promote it in my articles and videos, like this blog post and YouTube video review:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1674\" height=\"1224\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image5-10.jpg\" alt=\"Solo Stove bonfire review affiliate marketing example\" class=\"wp-image-155405\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image5-10.jpg 1674w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image5-10-581x425.jpg 581w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image5-10-768x562.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image5-10-1536x1123.jpg 1536w\" sizes=\"auto, (max-width: 1674px) 100vw, 1674px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Seven best tips for marketing your e-commerce store\" data-section=\"seven-best-tips-for-marketing-your-ecommerce-store\">\n\n\n\n<h2 class=\"wp-block-heading\">Seven best tips for marketing your e-commerce store<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Now that you know where to promote your products, here are a few tips to help you maximize your sales and minimize your marketing costs:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Don\u2019t compete solely on&nbsp;price<\/h3>\n\n\n\n<p>Above all, never get into a price war. You will never be able to compete with giant brands on price. They can afford to lose money until you\u2019re long out of business.<\/p>\n\n\n\n<p>Instead, compete on things like quality, customer service, experience, and&nbsp;value.&nbsp;<\/p>\n\n\n\n<p>Make sure the entire experience of finding your brand and buying from you is seamless and easy. And use your marketing to educate and entertain, not just to promote your product. If you offer people something of value first, they will be more likely to buy, even at a higher price&nbsp;point.<\/p>\n\n\n\n<p>For example, Squatty Potty both informs and entertains in what is arguably one of the best ads ever&nbsp;made:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube\"><div style=\"display: contents;\">\n\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-ybywhdlo43q\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-ybywhdlo43q\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/YbYWhdLO43Q?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/YbYWhdLO43Q?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n<\/div><\/figure>\n\n\n\n<p>Or, back to Solo Stove, it makes videos that teach you the best way to use its products:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube\"><div style=\"display: contents;\">\n\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-ya1z0hyz4-y\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-ya1z0hyz4-y\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/ya1Z0hyZ4-Y?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/ya1Z0hyZ4-Y?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. Don\u2019t offer big discounts<\/h3>\n\n\n\n<p>Offering discounts may be an easy way to make a quick buck. But in doing so, you may be shooting yourself in the foot. By offering frequent discounts, people may come to expect your discounts and won\u2019t buy your products at full price because they know discounts are coming.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Begin with keyword research<\/h3>\n\n\n\n<p>Search engines can be a lucrative source of free marketing if you\u2019re able to rank highly on them. But SEO can take years\u2014especially for a beginner.<\/p>\n\n\n\n<p>That\u2019s why it\u2019s best to do some <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a> to figure out what your customers are searching for so you can start optimizing your site right away. (You\u2019ll thank me in two&nbsp;years.)<\/p>\n\n\n\n<p>You can do this with <a href=\"https:\/\/ahrefs.com\/keyword-generator\">Ahrefs\u2019 free keyword generator tool<\/a>. Type in a broad keyword that describes your products, and the tool will spit out keyword ideas with some basic&nbsp;data:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1740\" height=\"1322\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-11.jpg\" alt=\"Ahrefs' keyword generator tool showing results for &quot;leather boots&quot;\" class=\"wp-image-155407\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-11.jpg 1740w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-11-559x425.jpg 559w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-11-768x584.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-11-1536x1167.jpg 1536w\" sizes=\"auto, (max-width: 1740px) 100vw, 1740px\"><\/figure>\n\n\n\n<p>Keep in mind that you\u2019ll want to find different keywords for different purposes.&nbsp;<\/p>\n\n\n\n<p>For example, \u201cbrown leather boots\u201d may be a good keyword for your category page, while your product pages may be better served with more specific keywords like \u201cbrown leather ugg boots\u201d or \u201cwomens brown leather knee high&nbsp;boots.\u201d&nbsp;<\/p>\n\n\n\n<p>Basically, use broad keywords for category pages and specific keywords for product pages. Again, refer to our <a href=\"https:\/\/ahrefs.com\/blog\/ecommerce-seo\/\">e-commerce SEO guide<\/a> to learn&nbsp;more.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Optimize your website for search and conversions<\/h3>\n\n\n\n<p>Continuing from the last tip, you should take the keyword research you did and optimize your category and product pages for their best keywords.&nbsp;<\/p>\n\n\n\n<p>This is called on-page SEO, and it involves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Talking about your target keyword in your title, URL, and within the page itself.<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">Writing a compelling title tag<\/a> and description to make your result stand out on the&nbsp;SERPs.<\/li>\n\n\n\n<li>Optimizing your images to load fast and have descriptive filenames and alt&nbsp;text.<\/li>\n\n\n\n<li>Including <a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\">internal links<\/a> between your pages to make them easy to&nbsp;find.<\/li>\n<\/ul>\n\n\n\n<p>There\u2019s a bit more that goes into it, so <a href=\"https:\/\/ahrefs.com\/seo\/on-page-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/on-page-seo\/\">read our on-page SEO guide<\/a> to learn&nbsp;more.<\/p>\n\n\n\n<p>Beyond SEO, you should also optimize your website for conversions. After all, you don\u2019t want to spend all this time and money on marketing only to lose sales, right?<\/p>\n\n\n\n<p>Conversion rate optimization (CRO) includes things like using high-quality images, effective copywriting, and clean website design with minimal distractions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Start a&nbsp;blog<\/h3>\n\n\n\n<p>Having a great product and effective ads can only take you so far. If you want to utilize organic marketing channels like social media, search engines, and newsletters, you need to offer more than just advertisements for your products.<\/p>\n\n\n\n<p>That\u2019s where content comes&nbsp;in.<\/p>\n\n\n\n<p>Photos, videos, and blog posts give you the ability to capture customers at different stages in the <a href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\">marketing funnel<\/a> whom you otherwise wouldn\u2019t have sold&nbsp;to.<\/p>\n\n\n\n<p>Here\u2019s what this may look like and what people may search for at each&nbsp;stage:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1600\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-11.png\" alt=\"Marketing funnel stages and example searches at each stage\" class=\"wp-image-155409\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-11.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-11-425x425.png 425w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-11-768x768.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-11-1536x1536.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-11-120x120.png 120w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>Let\u2019s say you own a shoe store. A potential customer has a problem; they need a good pair of waterproof shoes that are functional but also look good. So they do a Google search for \u201cstylish mens waterproof shoes\u201d (the \u201cservice or product\u201d stage).<\/p>\n\n\n\n<p>The results aren\u2019t shoe stores. They\u2019re all blogs that talk about&nbsp;shoes:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"838\" height=\"747\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image14-4.png\" alt=\"Google search results for &quot;stylish mens waterproof shoes&quot;\" class=\"wp-image-155410\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image14-4.png 838w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image14-4-477x425.png 477w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image14-4-768x685.png 768w\" sizes=\"auto, (max-width: 838px) 100vw, 838px\"><\/figure>\n\n\n\n<p>It\u2019s possible for you to write a blog post of your own with the goal of ranking well for that keyword and promoting your own shoes. You can also use that article as content to add to your email newsletter and social media&nbsp;feeds.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Pro Tip<\/div><div class=\"recommendation-content\">It will also be a great idea to reach out to all the blogs that are ranking to try and get them to include your shoes as well. If you start an affiliate program, you can tell them about it, and they\u2019ll be more likely to include your products since they have an incentive.\n\n\n\n<p>Expand this idea for other issues potential customers may have, like learning different ways to tie shoes or ideas for outfits that can go with your shoes. You\u2019re only limited by your creativity.<\/p><\/div><\/div>\n\n\n\n<p>Check out <a href=\"https:\/\/ahrefs.com\/blog\/ecommerce-blogging\/\">my guide to e-commerce blogging<\/a> to learn&nbsp;more.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Create video content<\/h3>\n\n\n\n<p>Video content is becoming more and more important. If you want to do well on TikTok, Instagram, YouTube, and even Facebook, you need to make videos. Plus, many of the <a href=\"https:\/\/ahrefs.com\/blog\/serps\/\">SERPs<\/a> now contain video results in addition to blog&nbsp;pages.<\/p>\n\n\n\n<p>For example, we manage to rank for the keyword \u201clearn seo\u201d with both a blog post and a YouTube video:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1866\" height=\"1628\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-9.jpg\" alt=\"SERP results for &quot;learn seo&quot; showing both a YouTube video and blog post from Ahrefs\" class=\"wp-image-155412\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-9.jpg 1866w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-9-487x425.jpg 487w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-9-768x670.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-9-1536x1340.jpg 1536w\" sizes=\"auto, (max-width: 1866px) 100vw, 1866px\"><\/figure>\n\n\n\n<p>We wrote a <a href=\"https:\/\/ahrefs.com\/blog\/video-seo\/\">full guide to video SEO<\/a> if you want to learn how we did&nbsp;it.<\/p>\n\n\n\n<p>But what kind of videos should you create?&nbsp;<\/p>\n\n\n\n<p>It depends on your audience, the platform, and your product. In general, shorter videos do better than long ones, like this five-second TikTok by Guess that got over 800,000 views:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.tiktok.com\/@guess\/video\/7177117174979546414\n<\/div><\/figure>\n\n\n\n<p>Of course, there are a lot of ways to utilize video in your marketing plan, and there\u2019s plenty of space for longer videos. Check out <a href=\"https:\/\/ahrefs.com\/blog\/video-marketing\/\">our guide to video marketing<\/a> to learn&nbsp;more.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Make standard operating procedures<\/h3>\n\n\n\n<p>Many of your marketing tasks will be repeatable. Things like <a href=\"https:\/\/ahrefs.com\/blog\/content-outline\/\">outlining your content<\/a>, sharing your posts, and even running ads can all be standardized to make things quicker and easier.<\/p>\n\n\n\n<p>This is why you should create standard operating procedures for these tasks. A standard operating procedure (SOP) is a document that outlines <em>exactly<\/em> how to do a task step by step\u2014often with screenshots or videos\u2014that allows you to hand off the task to a virtual assistant to free up your time and streamline the process.<\/p>\n\n\n\n<p>For example, we have a <a href=\"https:\/\/ahrefs.com\/blog\/seo-sops\/\">guide to creating SEO SOPs<\/a>. But you can make an SOP for any repeatable task, such&nbsp;as:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creating blog or product images.<\/li>\n\n\n\n<li>Adding new products to your newsletter and social media&nbsp;feeds.<\/li>\n\n\n\n<li>And so much&nbsp;more.<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s an example of a step in our SOP for creating content at Ahrefs:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1302\" height=\"466\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image13-9.png\" alt=\"Excerpt of an SOP\" class=\"wp-image-155414\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image13-9.png 1302w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image13-9-680x243.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image13-9-768x275.png 768w\" sizes=\"auto, (max-width: 1302px) 100vw, 1302px\"><\/figure>\n\n\n\n<p>Creating an SOP is easy. Just create a Google Doc and use headings to organize your task into steps and add screenshots or even videos to show the process. The clearer and more concise you can be, the better.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Learning e-commerce marketing is a surefire way to make a lot more money from your online store. There\u2019s a lot to learn, so take it one thing at a&nbsp;time.<\/p>\n\n\n\n<p>Eventually, you should aim to hire a VA or marketing team to help with these tasks so you can focus on other areas of your business. Having a basic understanding of how they\u2019re done will help you make good hiring decisions.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Plus, knowing the basics of marketing can get you ahead of the competition, and it\u2019s valuable to have a base understanding if you ever hire marketing roles for your company. In this guide, I share the five main marketing channels<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":174,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[434],"class_list":["post-155376","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>E-commerce Marketing 101: How to Maximize Sales<\/title>\n<meta name=\"description\" content=\"Here are five marketing channels and how to use them to your advantage, plus a few marketing tips to help you earn more than you spend.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/ecommerce-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"E-commerce Marketing 101: How to Maximize Sales\" \/>\n<meta property=\"og:description\" content=\"Earn more, spend less.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/ecommerce-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-23T01:56:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-07T07:13:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-11.png\" \/>\n<meta name=\"author\" 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