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

Post on by VCBee

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.

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.

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.

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.

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

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.

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?

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.

Our previous ecommerce marketing chats:

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