As ecommerce continues to expand and grow, so does the need for ecommerce marketing plans that are able to keep up with the industry. For the most part, traditional marketing has been adapting. But as time has moved forward, ecommerce marketing is proving to be a rapidly changing medium. There are a variety of different trends and innovative ideas that have popped up during the rise of ecommerce sales that have their own acronyms. To keep track of the different terms, here's a short list:
- SEO- Search engine optimization
- SERP-Search engine results pages
- PPC-Pay-per-click advertising
- SEM- Search engine marketing
Knowing the definitions can help business owners keep track of different strategies as they seek out information about how to best position their companies for success. The acronym-heavy nature of ecommerce marketing often makes it difficult for those just starting out. However, it remains a fact that both new and growing businesses need to cultivate a foundation of marketing knowledge while also staying on top of trends that remain the same, new trends that develop and the trends that disappear.
Ecommerce marketing teams need to always be aware of ecommerce news, along with a foundation in the basic concepts of operation that will make businesses successful. For those new to ecommerce, make sure you take the time to understand both marketing in the particular field and in general. With a strong foundation in place, it's easier to develop marketing skills that work and expand the reach of a business.
A great place to start whether you are new to ecommerce marketing or looking for a change that brings real results “eCommerce Inbound Marketing: How to Sell Better than Amazon.” The book by Sam Mallikarjunan, a founding member if HubSpot’s ecommerce division and Mike Ewing, a social media and internet marketing expert, takes an in depth look at the methodology of marketing that focuses on using content and engagement to create marketing that people enjoy and want to receive.
As I read through the book I found the primary focus to be on the ways in which businesses can avoid a price war with competitors by concentrating on the research phases of the consumer buying cycle and learning how to increase the life time value of customers through persona targeted marketing campaigns.
This book is full of insights for small and medium size e-commerce business owners to learn how to attract website visitors and build a larger, more sustainable customer base. Understanding the new paradigm of inbound marketing is essential for e-commerce companies trying to compete with the Amazons of the world, and this book provides the needed guidance to drive sales using personalized, persona-driven marketing. Key takeaways include:
- Persona-driven marketing and why it works
- An understanding of the ecommerce Marketing Funnel
- How to best optimize product detail pages
- A thorough explanation of ecommerce blogging and SEO
- How to use ecommerce marketing using Facebook, Twitter, and other social media networks and online reviews
- How to best utilize ecommerce email marketing
- The importance of experimental ecommerce marketing & analytics
- How to properly design an inbound marketing campaign for ecommerce
These writers are experts at inbound ecommerce, and have certainly done their homework and research through consultations with several ecommerce companies in their roles at HubSpot. They are able to bring their knowledge and experience to those ready to learn and be successful. I found the book easy to read and filled with tips, advice, and guidance on how to properly market an ecommerce site. At a time when the internet is providing historic opportunities for small businesses to thrive, the authors have provided a road map to take you to your desired destination.
I highly recommend this book for both those just venturing into the world of ecommerce and those trying to enhance their existing strategy. Give yourself a leg up by learning how to compete, how to sell better and how to transform your business.