How to Create a Digital Marketing Strategy for an Ecommerce Business with @MontseCano #vcbuzz

Creating a marketing strategy for an ecommerce business is not easy.

You have to balance the owner’s expectations, diversify traffic sources and stay away from spammy tactics.

So how to create an ecommerce marketing strategy that improves sales?

Let’s discuss!

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About @MontseCano

Montse Cano is no stranger to #vcbuzz Twitter chats. She has already hosted one on creating an international content strategy.

@MontseCano is a bilingual (Spanish/English) international marketer with over 15 years’ experience in growing the digital footprint and contributing to the digital transformation (platforms, data, education) of a range of companies.

Connect to Montserrat Cano on Linkedin

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

I started project-managing a website revamp back in the dark ages of digital. From there, I got more into technical and more marketing with other projects, mostly international.

A1 I'm a marketer. Digital media is one set of tools which popped up after I graduated from advertising with some especialities. I added tools to my work, but didn't really convert into another person #vcbuzz
— HAGGLETHIS.COM (@hagglethis) November 8, 2022

Q2 What’s the best digital marketing tactic to improve ecommerce sales?

The tactic that is aligned to your business needs & strategy at that moment in time. For example: – Improving your payment path – Improving product descriptions – Improving your organic positioning in that market – Using the appropriate language.

There’s no silver bullet here, only continous work, fixing what’s broken, enhancing what’s working over time and following a plan in that specific market and target audience.

Yes. Hopefully, the #ecommerce business already has an email expert who set up their sales confirmations, shipping confirmations, etc.

But maybe that person isn't the best for developing an #emailmarketing strategy for them? #vcbuzz
— Gail Gardner (@GrowMap) November 8, 2022

Q3 For a new ecommerce site, where do you start when it comes to planning a digital marketing strategy?

Competitor research is a must! Research the few that dominate the market and find out whether they cover the needs you’re trying to cover.

Then, I’d complement with appropriate internal processes to keep that positioning and ecommerce work going.

#VCBuzz A3.2
>>>

Prioritise!
Don't try to work the whole catalogue.
Instead, identify items:

With the biggest margins
With the greatest probability of selling
With the least competition
etc.

Work the catalogue into sections/tiers,
then work on the topmost items.

>>>
— Lyndon NA (Darth Autocrat) (@darth_na) November 8, 2022

On competitor research, we have to differentiate between what the business thinks they are their competitors and those competing online. Establish those competitors with the business to avoid issues.

#VCBuzz A3.4
>>>

And don't think content is just Text,
that it is only On-Site,
or only SEO.

Images and Videos,
getting Reviews (and linking to them etc.),
looking to see if Local and GBP (GMB) is viable etc.,
promoting on Social, using YT/TikTok etc.
— Lyndon NA (Darth Autocrat) (@darth_na) November 8, 2022

Google is placing an increasing weight on (optimised) video and pictures. Pictures are especially useful in #ecommerce Use them!

Yes. As a buyer, I greatly prefer #ecommerce sites that provide multiple views of products.

Some products also really need video to show how they're used. #vcbuzz
— Gail Gardner (@GrowMap) November 8, 2022

@MontseCano images and video need special treatment. In image meta data needs to match inpage meta data. Image meta data is sometimes called #EXIFdata Here image descriptions, keywords and GPS info all need to be used in meaningful ways that are expanded in both <HEAD> and <BODY>
— Frank Gainsford (@info4u2use) November 8, 2022

A3: Start with your audience! Understanding the wants and needs of your target audience will help you develop a digital marketing strategy and figure out the best tactics to use to accomplish your goals. #vcbuzz https://t.co/X10P6enaXi
— Jaime Shine ? Marketer | Writer (@jaimeshine) November 8, 2022

Q4 How to manage clients’/business owners’ expectations? Few ecommerce marketing tactics deliver instant results!

Strategy is key, hence competitor research needs to come first. Following that, it is easier to make stakeholders understand what needs doing, why and what the expected results are. Make sure they are in the loop at all times.

In terms of marketing channels, email is one of the best for #ecommerce. However, it needs to align with other channels. Always good to remember that the main channel is going to be a website.

Customer activation is called. It can work really well, especially during peak seasons to remind them you are still there #vcbuzz
— Montse Cano (@MontseCano) November 8, 2022

It depends on purpose! I like to use Semrush, GSC/ Bing Webmaster Tools, GA. Others like @keywordinsights or @RankRanger are also good for other purposes. I adapt to what my employers or clients are using

In terms of marketing channels, email is one of the best for #ecommerce. However, it needs to align with other channels. Always good to remember that the main channel is going to be a website

Q5 What are your favorite digital marketing tools?