Launching a new business is a lot of work, especially an online store. You have inventory, shipping, and customer service to manage, leaving little time to test out every marketing tactic under the sun.

This illustration humorously depicts the challenges of starting an ecommerce business._ To save you time and stress, we’ve compiled the seven best marketing strategies for new ecommerce businesses. We’ll break down each strategy’s pros and cons, along with expert tips to maximize your results.

Top 7 Marketing Strategies for Ecommerce Stores

If you’re a new online store owner, here are the most effective marketing approaches to boost sales and profitability.

1. Influencer Marketing

As a new business owner, influencer marketing can significantly accelerate your market entry. Every industry has micro-influencers, and their recommendations hold weight with the audiences who trust them.

Advantages

• Builds credibility.
• The most straightforward path to organic promotion.
• More affordable than traditional advertising.
• Highly effective when executed well.

Disadvantages

• Unpredictable return on investment.
• Your brand’s reputation is tied to the influencer’s, which can be risky.
• Finding and connecting with the right influencers can be challenging.

Tips

Gretta Van Riel, a successful multi-million dollar ecommerce entrepreneur, relies heavily on influencer marketing. Here are her some tips from her on how to get the best out of influencer marketing:

• Give influencers creative control. They have a deep understanding of their audience.
• Don’t overwhelm influencers with a lengthy initial message.
• Clearly define deliverables and quantify them whenever possible. For example, outline if they’ll write a blog post featuring your product and share it on three social media platforms (Facebook, Instagram, TikTok). What will they receive in return? A free trial, early or unlimited access, or a discount?
• Prioritize micro-influencers as they often have better engagement rates compared to macro-influencers.

2. Social Media Marketing

Organic social media marketing involves utilizing the free posting and online store features offered by major platforms like Facebook, Instagram, Pinterest, TikTok, and others. Many consumers turn to social media to research brands and online shops. They’ll likely browse your profiles to see how other customers interact with your brand before making a purchase.

Poppin Candy leverages social media marketing effectively, selling its products through captivating videos about its candies.

Advantages

• Reach a global audience and establish brand awareness.
• Numerous shopping features to utilize (learn how to sell on Facebook here).
• User-generated content is quick, simple, and impactful!

Disadvantages

• Building a presence and maintaining consistent activity requires time.
• Limited control over your content as users can comment, share, and create their own content related to your brand.
• Active engagement with your audience is crucial.

Remember to respond to your followers and engage with their comments!

Tips

For more guidance on social media marketing, explore these resources:

• Local Social Media Marketing Lab (free course!)
• 12 Simple Methods to Increase Instagram Engagement
• 62 Engaging Facebook Post Ideas to Captivate Your Audience

3. SMS Marketing

Despite being an older communication channel, SMS marketing remains effective. People tend to trust marketing messages delivered through email and SMS more than generic online ads or content. With a remarkable open rate of 98% according to SMS Comparison, it’s hard to ignore.

Image source

Advantages

• Simple to set up and implement.
• High delivery, open, response, and conversion rates.
• Easy integration into your sales funnel.
• Excellent follow-up channel to engage potential customers.

Disadvantages

• Can be expensive.
• If not executed carefully, it can become intrusive.
• Subject to regulations in certain countries.
• Potential for messages being flagged as spam.
• Measuring and tracking results can be tricky.

Tips

For guidance on getting started with SMS marketing, check out our comprehensive guide.

4. Email Marketing

Email marketing is incredibly effective and remains one of the best ways to connect with potential, existing, inactive, and even past customers.

Here are some actionable steps to get started:

• Identify your ideal customer.
• Collect emails to grow your subscriber list.
• Nurture your contacts and build relationships.
• Include a clear and compelling call to action in every email.

Advantages

• High response and conversion rates.
• Easy to monitor, analyze, and adjust.
• Ideal for guiding potential customers through every stage of your sales funnel.
• Highly customizable for personalized messaging.

Disadvantages

• Requires list maintenance and effort to avoid spam filters.
• Similar to SMS, building and managing your list is crucial.
• Effective copywriting skills are essential.

Tips

For email marketing tips, we have a wealth of resources available:

• 177 High-Performing Email Subject Lines to Increase Your Open Rates
• Email Marketing Advice Your Subscribers Wish You Knew (Implement Now!)
• 9 Email Marketing Tactics to Abandon Immediately (+13 Effective Alternatives)

Free guide >>

30 Email Templates & Examples Every Small Business Needs

 

5. Search Engine Optimization (SEO)

SEO involves optimizing your website to achieve high rankings in search engine results for keywords relevant to your products and services. The more targeted traffic you attract, the more potential you have to convert those visitors into customers. A key aspect of blogging is creating content that targets informational keywords. For example, Quip, an ecommerce platform for oral care, features blog posts on topics like using and cleaning electric toothbrushes.

Image source

Advantages

• SEO is free! Evergreen content optimized for specific keywords can generate long-term traffic growth.
• SEO is scalable, so its effectiveness can grow alongside your traffic.
• Combined with conversion rate optimization, SEO can significantly boost sales.

Disadvantages

• It’s a long-term strategy, so expect to wait for results.
• Ranking for popular, evergreen topics is very competitive. New businesses might struggle to gain visibility.
• While SEO itself is free, it requires time for writing content, conducting keyword research, and maintaining web pages.

Tips

To kickstart your SEO strategy, check out these helpful articles:

• 9 SEO-Friendly Blog Post Templates
• Ecommerce SEO: 12 Simple Ways to Improve Your Rankings and Increase Sales
• On-Page SEO: The Ultimate Visual Guide

6. Pay-Per-Click Advertising

Pay-per-click advertising (PPC) is an excellent option for new online store owners with some marketing budget. It involves paying ad networks to display your marketing messages or banners on search engines and other online platforms.

Advantages

• Unlike SEO, which takes time, PPC delivers immediate results.
• PPC allows for highly targeted audiences and you only pay when someone clicks your ad, making it cost-effective.
• Data-driven decision-making is a key benefit. Clear insights into campaign performance help you optimize for maximum return on investment.

Disadvantages

• Effective Google Ads and other PPC campaigns require consistent management, audits, and reporting.
• Underfunding your campaigns will limit their reach and data collection, hindering optimization.
• The online advertising landscape is constantly evolving, so staying updated on platform changes is crucial.

Tips

Here are our top resources for PPC:

• Digital Advertising 101: Types, Benefits, and Examples
• Step-by-Step Guide to Running Google Ads
• How to Outperform Competitors in Google Ads (Without Increasing Your Bids)

Free guide Download now >> The All-Star Online Advertising Playbook

7. Video Marketing

The power of video marketing is undeniable. Most social media platforms prioritize video content over other formats. You can utilize video for educational tutorials, ads, product demonstrations, explainer videos, and much more.

Advantages

• Video provides a competitive advantage by showcasing your value proposition and demonstrating your product’s benefits.
• Unlike SEO and PPC, which can be restrictive, video offers greater creative freedom to differentiate your brand.
• Live shopping streams are gaining popularity and accessibility.

Disadvantages

• Video marketing can be resource-intensive, requiring time for editing and proper equipment for high-quality footage.
• Consistency is key. Regularly posting content and monitoring analytics are crucial for YouTube channel growth.
• Competition in video marketing can be fierce, with many influencers commanding large, engaged audiences.

Tips

Here are our best resources and tips for a successful video marketing strategy:

• 24 Easy YouTube Video Ideas for Businesses (with Examples)
• How to Make & Upload YouTube Shorts (+Ideas to Get Started)
• How to Advertise on YouTube in 10 Easy Steps
• 3 Budget-Friendly Methods for Creating Video Ads

Choosing the Right Ecommerce Marketing Strategy: Final Tips

Not sure where to start with your marketing or which strategy suits your ecommerce business best? Here’s some final advice:

• A multi-channel approach is ideal. Each channel has strengths and weaknesses. Combining them amplifies your results.
• Research your target audience to understand their preferred platforms. For example, TikTok resonates more with Gen Z than Baby Boomers, while email marketing tends to be the reverse.
• Track your metrics to understand what works. Tools like Google Analytics, Looker Studio, CRM systems, and each platform’s analytics help you monitor results, identify high-ROI channels, and A/B test different approaches.

Top Ecommerce Marketing Strategies (Recap)

Implement these strategies to help your new online store thrive and attract customers:

1. Influencer Marketing
2. Social Media Marketing
3. SMS Marketing
4. Email Marketing
5. Search Engine Optimization (SEO)
6. Pay-Per-Click Advertising (PPC)
7. Video Marketing